Adax

Electric Heating Solutionsadax.no

Company typePrivate
Founded1948
HeadquartersSvelvik, Norway
Headcount51–100
GTM typeB2C
OfferingHardware or Manufacturing

Adax firmographics

Firmographics

Name: Adax
Legal name: ADAX AS
Website: https://adax.no
Company type: Private
Founded year: 1948
Operating status: Operating
Headcount range: 51–100 employees
Ownership category
akta.pro rank

Adax industry classification

Industry

Product category: Electric Heating Solutions
NAICS: Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
SIC: Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
akta.pro primary industry: HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE)
akta.pro secondary industries: Smart Thermostats & HVAC Controls Retail (CRAIAMAC), HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting) (CRAIADAI)

Keywords

Electric panel heaters
Wi-Fi heating control
Nordic heating solutions
Smart home heating
Electric radiators

Where Adax is headquartered

Location

Headquarters

HQ city: Svelvik
HQ country: Norway
HQ region: Europe

Offices3 records

Markets served

Adax business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

Heating Appliances Sales: Primary revenue from manufacturing and selling electric heating products including panel heaters, floor heaters, fan heaters, shoe driers, and drying racks. Products sold through retail and wholesale channels. Revenue generated through one-time hardware sales with digital thermostats.
IoT Platform Services: ADAX IoT platform provides connected services for WiFi-enabled heaters. The platform enables remote control, energy monitoring, and smart home integrations. App-based services include week programming, vacation mode, and energy reporting.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Adax product offering

Product offering

Core offering

Adax AS manufactures and sells electric heating products — wall-mounted panel heaters (Neo, Clea, Eco Basic), freestanding oil-filled radiators (Vilje), fan heaters (ENA), and complementary drying appliances — primarily for residential and small-commercial customers across Scandinavia. Flagship Neo and Clea models integrate Wi-Fi and Bluetooth connectivity, controlled via the Adax WiFi smartphone app for remote scheduling, day/night temperature setback, vacation mode, and energy monitoring. The product ecosystem is sold through Scandinavian retail chains, electrical wholesalers, an international dealer network in 25+ countries, and the separate Glamox Heating professional B2B channel.

Product overview

Adax is a Norwegian manufacturer of premium electric heating and drying appliances with over 70 years of experience. The product portfolio centers on wall-mounted panel heaters (Neo, Clea, Eco Basic, VPS, VP series), freestanding oil-filled radiators (Vilje), fan heaters (ENA VV), and accessories (thermostats, smartplugs, floor stands). The flagship Neo and Clea lines feature integrated WiFi connectivity controlled via the Adax WiFi smartphone app, enabling week programming, day/night temperature reduction, vacation mode, and energy monitoring. The ecosystem includes multiple thermostat options (Digital, WiFi, WiFi+BT, WiFi+BT Gen 3), the Adax Smartplug for non-WiFi devices, and smart home integrations with Google Home, Amazon Alexa, Athom Homey, Tibber, Conrad Connect, and FutureHome. Adax also offers shoe dryers (Neo ST3D, Basic ST12T) and drying racks (TKH) as complementary household products.

Differentiator

Problem solved

Functional benefit

Brands

Neo: Award-winning panel heater series with Wi-Fi capability. Neo H/L available in White (RAL 9016), Pearl Black (RAL 7021 Matt), and Sparkling Grey. Neo Basic with digital thermostat available in Black, Red, Silver, and White. Neo revolutionized the product category and became Scandinavia's best-selling design radiator with over half a million units sold.
Clea
Eco Basic
Vilje
Famn
Iver
VPS10
ENA
Glamox Heating

Products and services

Neo Panel Heater with Wi-Fi Flagship wall-mounted panel heater with integrated Wi-Fi for remote control via smartphone app, offering week programming, day/night temperature reduction, vacation mode, and energy monitoring. Available in 250W-2000W power range.
Clea Panel Heater with Wi-Fi
Neo Basic with Digital Thermostat
Eco Basic BT (Bluetooth) Eco Basic panel heater with Bluetooth connectivity for easier wireless installation and control. Entry-level product line with multiple thermostat options.
Eco Basic Glass BT (Bluetooth)
VPS10 BT Panel Heater
Vilje VG11 with Wi-Fi
Vilje VG11 with Digital Thermostat
ENA VV11 Fan Heater
Adax Wi-Fi Smartplug
WiFi Thermostat with Bluetooth (WT3 Gen 3) Third-generation Wi-Fi thermostat with Bluetooth for easier installation. Compatible with Neo, Clea, Iver, and Famn heaters. Generation 3 upgraded for UK PSTI cybersecurity compliance.
Neo Shoe Dryer ST3D
Basic Shoe Dryer ST12T
Basic Drying Rack TKH
Adax WiFi App

Quantifiable outcome

Up to 4.50 kr per hour saved when heating is turned off while away
+2 more outcomes

Companies that use Adax

Customer profile

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Adax technology and API

Technology

Technology focussed Yes

API detail

Has API: Yes
API docs
API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature5 records

Adax partnerships and signals

Strategic signal

Partnerships

Six partnerships are on record, tiered parent, core and key.

Glen Dimplex GroupparentOthersAdax is part of Glen Dimplex Group companies. Personal data is shared across Glen Dimplex Group where necessary to provide app services. Glen Dimplex is a major international group specializing in heating solutions.
Google HomecoreTechnology or IntegrationSmart home integration allowing Adax WiFi heaters to be controlled via Google Home voice commands and routines. Users can add Adax devices through Google Home app for integrated smart home experience.
TibbercoreTechnology or IntegrationIntegration with Tibber smart energy platform allowing energy-aware heating control. Tibber customers can optimize heating based on electricity prices and consumption data. Featured as 'Adax + Tibber = Smart heaters and smarter electricity'.
Athom HomeycoreTechnology or IntegrationIntegration with Athom Homey smart home hub allowing unified control of Adax heaters alongside other smart home devices through Homey platform.
Amazon AlexacoreTechnology or IntegrationVoice control integration allowing Alexa users to control Adax WiFi heaters through voice commands.
Hareide DesignkeyStrategic or Co-development PartnerDesign partnership with Norwegian design agency Hareide Design for Neo product series (2006). Collaboration resulted in distinctive Nordic design with digital display and intuitive control panel, establishing Neo as market-leading design radiator.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Adax competitors and assessment

Company assessment

Direct peers

Glamox Heating: Adax's own professional B2B sub-brand and direct Nordic competitor in panel heaters, including the long-running Glamox 3001. Operates as the professional installer channel within the Glen Dimplex Nordic group, competing with the same end customers in a different route to market.
Purmo Group: European heating solutions provider offering electric radiators and towel warmers alongside hydronic heating. Comparable in product category (residential electric radiators) with broader geographic distribution in Europe.
Fenix Group: Czech-based electric heating manufacturer producing panel radiators, underfloor heating, and infrared panels with smart controls. Comparable product portfolio in electric wall-mounted heating sold across Europe.
Stelrad Radiators: UK and European designer and manufacturer of radiators, including electric variants. Competes in the same residential electric heating category across European retail and wholesale channels.
Mill International AS: Norwegian designer and manufacturer of electric panel heaters (Mill WiFi, Mill Glass, etc.) directly competing with Adax Neo/Clea in Scandinavian retail channels such as Elkjøp and Power. Closest head-to-head competitor in design-oriented Wi-Fi panel heaters.
Nobø: Norwegian-origin panel heater brand now part of Glen Dimplex group, with overlapping electric panel heater portfolio (Nobø NCU/Front). Closely comparable product offering and same parent group context as Adax.

Emerging players

Mysa: Canadian smart thermostat vendor focused on high-voltage electric baseboard and panel heating. Comparable in the smart electric heating control niche with similar IoT and app-based control functionality.
Tado°: European smart home climate control company offering smart thermostats and radiator thermostats integrated with energy suppliers. Competes with Adax on the smart control layer, particularly in Germany and Northern Europe.

Broad incumbents

Honeywell Home (Resideo): Global incumbent in residential thermostats and heating controls (Honeywell Home, T-series, Lyric). Comparable in the smart thermostat/control category, with significantly broader product portfolio and geographic reach than Adax.
Schneider Electric: Global energy management and automation incumbent offering building automation, smart thermostats, and HVAC control systems. Represents a broader incumbent capable of integrating heating controls into wider building and energy management offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Adax compliance and trust

Trust signal

Compliance5 records

Adax financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Adax leadership team

Management profile

Number of profiles

Adax subsidiaries and ownership

Company hierarchy

Subsidiaries1 record

Adax funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Adax M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Adax

What does Adax do?

Is Adax a public or private company?

Adax is a private company. It is classified as corporate owned and is currently operating.

When was Adax founded?

Adax was founded in 1948. It employs 51 to 100 people.

Where is Adax based?

Adax is headquartered in Svelvik, Norway, in the Europe region.

How does Adax make money?

Two revenue lines are on record. Heating Appliances Sales are the primary driver. The others are ioT Platform Services.

Who are Adax's main competitors?

Direct peers on record are Glamox Heating, Purmo Group, Fenix Group, Stelrad Radiators, Mill International AS and Nobø. Emerging players are Mysa and Tado°. Broad incumbents are Honeywell Home (Resideo) and Schneider Electric.

Does Adax have an API?

Yes. Adax provides a REST-based API for control of Adax thermostats. The API allows developers to query status and send commands to thermostats. Two API variants exist: (1) Cloud API at https://api-1.adax.no/client-api/ with OpenAPI documentation at https://api-1.adax.no/client-api/openapi, supporting OAuth2 authentication with client ID/secret obtained from the Adax WiFi app (version 3.7+), providing endpoints for authentication (/auth/), room control (/rest/v1/control/), room status (/rest/v1/content/), and energy logs (/rest/v1/energy_log/{roomId}); (2) Local API for controlling Adax WiFi generation 2 heaters (thermostats with both WiFi and Bluetooth) directly over local network, using HTTPS on port 443 with Basic authorization. Both Python and Java code samples are provided. Developer documentation is at api-1.adax.no/client-api/openapi.

What industry is Adax in?

Adax's product category is Electric Heating Solutions. Its primary akta.pro industry code is CRACACAE, HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers), with a secondary code of CRAIAMAC, Smart Thermostats & HVAC Controls Retail. Its NAICS code is 33341 and its SIC code is 3585.