Fackelmann Housewares
Fackelmann Housewares is an Australian B2B wholesale distributor of premium international housewares brands, selling exclusively to retailers and hospitality businesses across Australia via account managers and a digital ordering platform.
- Company typePrivate
- Founded2014
- HeadquartersBexley, Australia
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Fackelmann Housewares does
Fackelmann Housewares (legal entity FMHW Pty Ltd, ABN 89 601 910 776) is an Australian B2B wholesale distributor of premium housewares, headquartered in Bexley, New South Wales. The company operates as the authorized Australian distribution channel for more than a dozen international housewares brands spanning cutlery (Stanley Rogers, Wüsthof, Furi), cookware (Emile Henry, Stanley Rogers SR-Helix), high-performance blending (Vitamix), glassware (Luigi Bormioli, Duralex), bakeware and kitchen essentials (Wiltshire), storage (Mepal), scales (Soehnle), cleaning and laundry (Leifheit), and bathroom accessories (Immerse). Its catalog spans 63+ paginated product listing pages covering knives, cookware, bakeware, blenders, glassware, dinnerware, and kitchen accessories, with no proprietary technology stack — the company is a distribution and merchandising business rather than a manufacturer or software vendor.
The company's go-to-market is exclusively B2B wholesale: orders are placed via dedicated account managers or through a digital ordering platform at fackelmannhousewares.com.au, with a $500 minimum wholesale order value (sub-$500 orders incur a $25 admin surcharge or may be declined). Free into-store delivery is offered for Australian capital-city destinations on orders above $500, while regional deliveries incur freight and transit insurance charges. Two customer segments are addressed — Australian retailers (department stores, specialty kitchenware retailers, homeware stores, gift shops) as the primary segment, and commercial/hospitality businesses (restaurants, hotels) as a secondary segment — using a horizontal segmentation approach. Revenue is generated through product margins on goods sold to wholesale customers.
The company employs 51-100 people, is privately held with no disclosed parent company, funding rounds, or institutional investors, and operates under New South Wales jurisdiction. Its operating scope is single-country (Australia only), with no global footprint claim. Recent commercial activity (April-June 2025) includes the launch of the Vitamix Explorian E510 blender, Furi stone knife block sets, Wiltshire air fryer accessories, Wüsthof Classic Colour ranges, and the addition of Emile Henry, Leifheit, and Immerse to the distribution portfolio, indicating a deliberate strategy of brand-portfolio and category-broadening rather than geographic or technological expansion.
Fackelmann Housewares firmographics
Firmographics- Name
- Fackelmann Housewares
- Legal name
- FMHW Pty Ltd
- Website
- https://fackelmannhousewares.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fackelmann Housewares is an Australian B2B wholesale distributor of premium international housewares brands, selling exclusively to retailers and hospitality businesses across Australia via account managers and a digital ordering platform.
- Ownership category
- akta.pro rank
Fackelmann Housewares industry classification
Industry- Product category
- Wholesale Housewares Distribution
- NAICS
- Home Furnishing Merchant Wholesalers (42322), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)
- SIC
- Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)
- akta.pro secondary industries
- Food Preparation Equipment & Smallwares Wholesale (AFAIALAK), Tabletop & Front-of-House Supplies Wholesale (AFAIALAF)
Keywords
Where Fackelmann Housewares is headquartered
LocationHeadquarters
- HQ city
- Bexley
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Fackelmann Housewares business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Distribution: Revenue is generated through the distribution of premium housewares brands to wholesale customers. The company acts as the Australian distributor for multiple international housewares brands, earning revenue through product margins on sales to retailers and business customers. Products are sold at wholesale pricing with minimum order values of $500.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Wholesale Pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Fackelmann Housewares product offering
Product offeringCore offering
Fackelmann Housewares is an Australian wholesale distributor of premium international housewares brands. Operating under FMHW Pty Ltd, the company serves as the authorized Australian distributor for 12+ brands including Stanley Rogers, Furi, Wiltshire, Wüsthof, Luigi Bormioli, Vitamix, Duralex, Mepal, Soehnle, Emile Henry, Leifheit, and Immerse. Products span cutlery, cookware, bakeware, knives, blenders, glassware, dinnerware, and kitchen accessories, sold exclusively to Australian retailers and commercial/hospitality buyers via a digital ordering platform and dedicated account managers.
Product overview
Fackelmann Housewares is an Australian wholesale distributor of premium housewares brands, operating as a platform portfolio rather than a single unified product. The company distributes over a dozen international brands across kitchen and home categories, including knives (Wüsthof, Furi), cookware (Emile Henry), blenders (Vitamix), glassware (Luigi Bormioli, Duralex), cutlery (Stanley Rogers), and kitchen essentials (Wiltshire, Mepal, Soehnle). Products are sold exclusively to wholesale customers through account managers and a digital ordering platform, with free delivery to Australian capital cities for orders over $500. The portfolio includes both premium professional lines (Wüsthof Amici knives, Vitamix Ascent smart blenders) and accessible everyday ranges (Wiltshire bakeware, Duralex Picardie glassware), serving both foodservice and retail channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Stanley Rogers Australian cutlery and cookware brand offering stainless steel cutlery sets (e.g., Bridlington 24-piece), SR-Helix and SR-Matrix frypans, lightweight cast iron, Barossa and Tamar glassware collections, barware, and kitchen tools. Distributed by Fackelmann Housewares to Australian retailers.
- Furi Professional-grade knives featuring Japanese stainless steel (X50CrMoV15), Diamond Fingers sharpening technology, and reverse-wedge handles. Range includes Pro Vault and Stone knife block sets, chopping boards, and kitchen organizers. Distributed by Fackelmann Housewares in Australia.
- Wiltshire Australian kitchen brand offering bakeware, BBQ tools, chopping boards, cookware, cutlery, dinnerware, glassware, knives, salt & pepper mills, storage solutions, tea & coffee accessories, and kitchen tools. Distributed by Fackelmann Housewares to retailers across everyday home cooking categories.
- Wüsthof German-made precision knives forged in Solingen. Ranges include Classic, Classic Colour, Classic Ikon, Crafter, Artisan, Create, Gourmet, and Amici (e.g., Double-Serrated Bread Knife, Dune olive wood cutting boards). Most products carry a lifetime guarantee. Distributed by Fackelmann Housewares in Australia.
- Luigi Bormioli Italian hand-blown glassware and tableware including wine glasses, tumblers, barware (e.g., Jazz Cocktail Coupe), and collections such as Atelier, Bach, Birrateque, Incanto, Jazz, Michelangelo Masterpiece, and Vinoteque. Distributed by Fackelmann Housewares in Australia.
- Vitamix US high-performance blender brand offering Ascent Series smart blenders (e.g., A3500i with SELF-DETECT wireless technology) and Explorian Series blenders (E310, E510). Replaces multiple kitchen appliances for blending, heating, pureeing, crushing ice, chopping, grinding, and whipping. Up to 10-year warranties. Distributed by Fackelmann Housewares in Australia.
- Duralex French tempered glassware brand, famous for Picardie tumblers and the Provence collection. Offers durable tempered glass tumblers, plates, and serving items made in France since 1945. Distributed by Fackelmann Housewares in Australia.
- Mepal Dutch kitchen and household products brand specializing in food storage solutions including Cirqula containers, Modula system, Easyclip, and On The Go portable containers. Distributed by Fackelmann Housewares in Australia.
- Soehnle European weighing and measuring brand offering kitchen scales (Page Profi, Page Aqua, Shape Sense ranges) and bathroom scales. Distributed by Fackelmann Housewares in Australia.
- Emile Henry French ceramic cookware brand established in 1850 in Marcigny, Burgundy. Products use Burgundy clay for even heating with durable Ceradon glazes, including pie dishes, ramekins, bread bakers, tagines, and specialty ceramic bakeware. Distributed by Fackelmann Housewares in Australia.
- Leifheit German household products brand offering cleaning tools, ironing boards, and laundry care products. Distributed by Fackelmann Housewares in Australia.
- Immerse Bathroom products brand offering bathroom accessories including organizers and storage solutions. Distributed by Fackelmann Housewares in Australia.
Companies that use Fackelmann Housewares
Customer profileSegments2 records
Ideal customer profiles2 records
Fackelmann Housewares technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fackelmann Housewares partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Stanley RogerscoreStanley Rogers is an Australian housewares brand distributed by Fackelmann Housewares. The brand offers premium cutlery, cookware, and kitchen accessories including SR-Helix frypans and Bridlington cutlery sets.
- FuricoreFuri is a premium knife brand distributed by Fackelmann Housewares in Australia. Features Diamond Fingers sharpening technology and Pro knife collection with X50CrMoV15 Japanese stainless steel blades.
- WiltshirecoreWiltshire is an Australian housewares brand distributed by Fackelmann Housewares. Offers bakeware, BBQ tools, dinnerware, and kitchen accessories with a focus on everyday home cooking needs.
- WüsthofcoreWüsthof is a German precision knife manufacturer distributed by Fackelmann Housewares. Features Classic, Classic Colour, Classic Ikon, and Amici ranges with lifetime guarantees.
- Luigi BormiolicoreLuigi Bormioli is an Italian glassware and tableware brand distributed by Fackelmann Housewares. Offers hand-blown glass collections including Jazz, Bach, and Michelangelo Masterpiece ranges.
- VitamixcoreVitamix is a US high-performance blender manufacturer distributed by Fackelmann Housewares. Offers Ascent and Explorian series blenders with up to 10-year warranties.
- DuralexcoreDuralex is a French glassware manufacturer distributed by Fackelmann Housewares. Famous for Picardie tempered glass tumblers made in France since 1945.
- MepalminorMepal is a Dutch kitchen and household products brand distributed by Fackelmann Housewares. Offers storage solutions including Cirqula and Modula ranges.
- SoehnleminorSoehnle is a European weighing and measuring brand distributed by Fackelmann Housewares. Offers kitchen scales, bathroom scales, and measuring products including Page and Shape Sense ranges.
- Emile HenrycoreEmile Henry is a French ceramic cookware brand established in 1850, distributed by Fackelmann Housewares. Specializes in Burgundy clay bakeware with Ceradon glazes, including pie dishes, ramekins, and bread bakers.
- LeifheitminorLeifheit is a German household products brand distributed by Fackelmann Housewares. Offers cleaning tools, ironing boards, and laundry care products.
- ImmerseminorImmerse is a bathroom products brand distributed by Fackelmann Housewares. Offers bathroom accessories including organizers and storage solutions.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Fackelmann Housewares competitors and assessment
Company assessmentDirect peers
- Kambrook: Kambrook is an Australian small electrical appliance brand distributed through major retailers. It is comparable as a peer Australian housewares distributor operating in the same retail channel with a similar category spread (kitchen appliances and accessories).
- Fackelmann Group: Fackelmann Group is the German parent housewares company that owns Fackelmann Housewares Australia and operates global distribution of brands including Fackelmann, Furi, and Nirosta. It is the direct upstream/parent organization and operates as a competing housewares distribution platform across multiple geographies.
Broad incumbents
- Breville Group: Breville Group is an ASX-listed global housewares and kitchen appliance company (BRG.AX) selling premium kitchen brands including Breville, Sage, Kambrook, and Chef'n. It competes in the same Australian premium housewares distribution space with both proprietary brands and distribution agreements at greater scale.
- De'Longhi Group: De'Longhi is an Italian premium small-appliance manufacturer and distributor with Australian distribution operations. It is broadly comparable as a multinational kitchen/housewares brand owner that competes in the same retail channel for premium kitchen products like blenders, coffee machines, and cooking appliances.
- Meyer Corporation: Meyer Corporation is a global cookware company owning brands like Circulon, Anolon, and Rachael Ray. It is comparable as a multinational kitchenware brand owner/distributor that competes for premium cookware shelf-space at Australian retailers.
- Robert Bosch (Household Appliances): Bosch is a multinational household appliance brand with Australian distribution of premium kitchen small appliances including food processors and blenders. It is comparable as a broad incumbent operating in adjacent small-appliance categories where Fackelmann distributes Vitamix and other premium brands.
- Groupe SEB (Tefal/Moulinex): Groupe SEB is a French global housewares manufacturer owning Tefal, Moulinex, Rowenta, and All-Clad. It is comparable as a broad incumbent in premium cookware and small appliances, distributing directly to Australian retailers with overlapping product categories including cookware, blenders, and small appliances.
Emerging players
- Vorwerk (Thermomix): Vorwerk's Thermomix is a premium direct-to-consumer kitchen appliance brand that competes in the high-end Australian kitchen appliance category where Vitamix (distributed by Fackelmann) is also sold. Both target aspirational home cooks and chef enthusiasts at premium price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Fackelmann Housewares social profiles
Digital presenceFackelmann Housewares financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fackelmann Housewares leadership team
Management profileNumber of profiles
Fackelmann Housewares funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fackelmann Housewares M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fackelmann Housewares
What does Fackelmann Housewares do?
Fackelmann Housewares is an Australian wholesale distributor of premium international housewares brands. Operating under FMHW Pty Ltd, the company serves as the authorized Australian distributor for 12+ brands including Stanley Rogers, Furi, Wiltshire, Wüsthof, Luigi Bormioli, Vitamix, Duralex, Mepal, Soehnle, Emile Henry, Leifheit, and Immerse. Products span cutlery, cookware, bakeware, knives, blenders, glassware, dinnerware, and kitchen accessories, sold exclusively to Australian retailers and commercial/hospitality buyers via a digital ordering platform and dedicated account managers.
Is Fackelmann Housewares a public or private company?
Fackelmann Housewares is a private company. It is classified as unknown and is currently operating.
When was Fackelmann Housewares founded?
Fackelmann Housewares was founded in 2014. It employs 51 to 100 people.
Where is Fackelmann Housewares based?
Fackelmann Housewares is headquartered in Bexley, Australia, in the Oceania region.
How does Fackelmann Housewares make money?
One revenue line is on record: wholesale Distribution.
Who are Fackelmann Housewares's main competitors?
Direct peers on record are Kambrook and Fackelmann Group. Broad incumbents are Breville Group, De'Longhi Group, Meyer Corporation, Robert Bosch (Household Appliances) and Groupe SEB (Tefal/Moulinex). Vorwerk (Thermomix) is listed as an emerging player.
Does Fackelmann Housewares have an API?
No public API is recorded for Fackelmann Housewares.
What industry is Fackelmann Housewares in?
Fackelmann Housewares's product category is Wholesale Housewares Distribution. Its primary akta.pro industry code is AFAIALAB, Restaurant & Commercial Kitchen Equipment Wholesale, with a secondary code of AFAIALAK, Food Preparation Equipment & Smallwares Wholesale. Its NAICS code is 42322 and its SIC code is 5020.