Stori AG

What Stori AG does

Stori AG is a third-generation, family-owned Swiss heating technology company founded in 1947, headquartered in Wollerau (Canton Schwyz) with field operations across multiple Swiss cantons. The company designs, installs, and services sustainable heating solutions for residential customers — primarily single-family and multi-family homeowners — replacing aging electric storage, oil, and gas systems with modern heat pump technology. Its core product portfolio spans four heat pump variants (air-water, ground-source/erdsonde, lake-water/Seewasser, and groundwater/Wasser-Wasser) plus complementary electric and storage heating products, control devices, and underfloor heating systems. Stiebel Eltron is the primary equipment supplier, and Störi holds a Stiebel Eltron service partner badge.

The business operates a full-service model: on-site consultation, a structured 8-step installation process covering subsidies and permits, multi-trade project coordination, commissioning, and ongoing maintenance. Revenue is generated through three streams: one-time installation projects (heat pump and storage heater replacements), recurring maintenance contracts and extended warranties, and hardware sales of electric/storage heating products. Distribution relies on regional field sales (Kundenberater) across Switzerland, a 7-21h service hotline, an electrician support channel, and the Futuro partner referral network. Demand generation includes certified Impulsberatung under the EnergieSchweiz 'erneuerbar heizen' program, content marketing, trade fair presence, and social channels. The company is privately held with no institutional funding disclosed; recent activity (2025-2026) has focused on staff additions across customer advisory, service technician, and project coordination roles, alongside a headquarters modernization tied to its 80th anniversary in 2027.

Name

Stori AG

Legal name

Störi AG

Website

https://stoeri.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Stori AG is a Swiss third-generation family-owned heating company (founded 1947) that sells, installs, and maintains heat pump systems and electric storage heaters for residential single- and multi-family homeowners across Switzerland.

Ownership category

akta.pro rank

Product category

Heating System Installation Services

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Heat Pumps (Air/Water/Ground Source) (IMAHAKAF)

akta.pro secondary industry

Hot Water & Stratified Tank Storage (District Energy & Buildings) (EUAFANAC)

Keywords

• Heat pump installation
• Residential heating systems
• HVAC services
• Electric heating solutions
• Heating maintenance services

Headquarters

HQ city

Wollerau

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Heat Pump Installation & Replacement: Full-service installation of heat pump systems (air-water, ground-source, water-water) including removal of old systems, new heat distribution systems (radiators, underfloor heating), and project management across trades. Revenue is project-based, one-time per installation.
2. Service, Maintenance & Repair: Ongoing service contracts (Wartungsvertrag), guarantee extensions (Garantieverlängerung), annual maintenance, spring checks, winter readiness checks, and repairs for heat pump and electric heating systems. Supports end customers and electricians across Switzerland.
3. Electric & Storage Heating Products: Sale of electric storage heaters, direct heaters, infrared panels, bathroom heaters, floor heating mats, thermostats and control devices, terrace/heating solutions.
4. Emergency/On-Demand Repair Services: Service hotline (0800 82 33 99, 7-21h) providing troubleshooting and repair for electric heating systems, supporting both end customers and electricians across Switzerland.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Störi AG designs, installs, and services sustainable heat pump systems (air-water, ground-source, lake water, groundwater) and electric/storage heating solutions for residential properties across Switzerland. The company provides full-service offerings including on-site consultation, subsidy and permit handling, multi-trade installation coordination, ongoing maintenance contracts, extended warranties, and certified impulse consulting through the EnergieSchweiz program.

Product overview

Stori AG is a Swiss heating technology company offering a comprehensive portfolio of sustainable heating solutions. Its core product line centers on heat pump systems — including Luft-Wasser (air-to-water), Erdsonden (ground source), Seewasser (lake water), and Wasser/Wasser (groundwater) variants — available in indoor, outdoor-mounted, and cascade configurations for single-family homes and multi-family buildings. Complementing the heat pump range are electric and storage heating products (single-room storage heaters, direct heaters, infrared panels, bathroom radiators, underfloor heating, control devices), as well as heat pump water heaters. The company delivers these products alongside a full suite of services: consultation, planning, installation, maintenance contracts, extended warranties, and certified impulse consulting under the Swiss EnergySchweiz program. The portfolio is anchored by the Stiebel Eltron brand, with additional participation in the Futuro partner network.

Differentiator

Problem solved

Functional benefit

Products and services

• Heat Pump Installation Services (Air-Water, Ground-Source, Lake Water, Groundwater)

Quantifiable outcome

• Energy savings of 50-75% compared to old electric/oil heating systems
• +4 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Stiebel EltroncoreTechnology or IntegrationPrimary equipment supplier for heat pumps. Störi installs Stiebel Eltron products across all heat pump types (air-water, ground-source, water/water). Featured in numerous case studies. Störi holds Stiebel Eltron service partner badge.
• Futuro-NetzwerkcoreChannel Partner/ Reseller/ DistributorA Swiss-wide network of independent regional heat pump specialists. Störi AG supports Futuro entrepreneurs financially, administratively, and in marketing. Störi is a founding/member partner of the network.
• Fachpartner Wärmepumpen Schweiz (FWS)minorChannel Partner/ Reseller/ DistributorDisplayed as a logo partner on the website. FWS is a Swiss heat pump specialist network.
• EnergieSchweiz / erneuerbar heizencoreGTM or Marketing PartnerStöri AG is a certified impulse advisor (zertifizierte Impulsberater) for the 'erneuerbar heizen' program run by EnergieSchweiz. The program provides free advisory services for homeowners with heating systems older than 10 years.
• Fachgruppe Energie und Akustik (FEA)minorStrategic or Co-development PartnerDisplayed as a logo partner. FEA is a Swiss specialist group in energy and acoustics.
• EKZ (Elektrizitätswerk des Kantons Zürich)minorOthersEKZ supplies lake water for the sea-water heat pump system in Wädenswil under a contracting model. EKZ operates the lake water infrastructure feeding the heat pump.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• CTA AG (Müller): Swiss HVAC installer and service provider active in residential heat pump installations across multiple cantons. Comparable to Störi in service-driven, regional heat pump delivery model.
• Meier Tobler AG: Swiss HVAC and heat pump specialist offering installation, service, and maintenance across Switzerland. Directly comparable to Störi as a domestic heat pump installer with a Stiebel Eltron-like premium positioning and recurring service revenue model.
• Hoval AG: Liechtenstein-headquartered heating and heat pump manufacturer with strong Swiss market presence. Comparable to Störi in targeting residential and multi-family heat pump installations, though Hoval also manufactures its own equipment.
• Elco AG: Swiss heating solutions specialist offering heat pumps, condensing boilers, and service. Comparable in residential heating retrofits and Swiss regional presence.
• Walter Meier AG: Swiss climate solutions provider covering heating, cooling, and ventilation. Comparable to Störi in residential heat pump service offering and Swiss geographic focus.

Others

• Stiebel Eltron (Switzerland): Störi's primary equipment supplier with direct Swiss operations. Relevant as a technology partner and potential channel conflict — Stiebel Eltron also sells through competing installers in Switzerland.

Broad incumbents

• Buderus (Bosch Thermotechnik Switzerland): Major heating brand with Swiss presence offering heat pumps, gas, and oil heating solutions. Comparable as a competitor for heating replacement projects in the Swiss residential market.
• Daikin Switzerland: Global HVAC and heat pump manufacturer with active Swiss operations and installer network. Competes with Störi for the same heat pump replacement demand in Swiss homes.
• Viessmann (Switzerland): Global heat pump manufacturer with Swiss sales and service operations. Comparable to Störi's Stiebel Eltron partnership, providing premium heat pump equipment and competing for the same Swiss residential installation demand.

Emerging players

• Helion Energy AG: Swiss provider combining solar PV with heat pump solutions. Comparable to Störi's Horgen case study (PV + heat pump combo) and an emerging threat in residential energy retrofits.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/storiag
• LinkedInlinkedin.com/company/stori-ag
• Instagraminstagram.com/storiag

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stori AG