Cloer Electrical Appliances

Name

Cloer Electrical Appliances

Legal name

Cloer Elektrogeräte GmbH

Website

https://cloer.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Kitchen Appliances

NAICS

Small Electrical Appliance Manufacturing (33521)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

akta.pro secondary industries

Coffee, Espresso & Tea Appliances Retail (CRACADAC), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

Keywords

• Kitchen appliances
• Waffle makers
• Coffee machines
• Small domestic appliances
• Electric kettles

Headquarters

HQ city

Arnsberg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct product sales: Cloer generates revenue through direct sales of kitchen appliances to consumers via its e-commerce storefront and factory outlet, and to trade professionals through its B2B dealer portal. The revenue model is primarily one-time hardware sales with no recurring subscription component.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Cloer manufactures and sells small kitchen appliances directly to consumers through its own e-commerce brand shop, with a flagship line of waffle irons. The portfolio also includes coffee preparation appliances, electric kettles, toasters, ice cream and slush machines, stand mixers, rice cookers, electric grills, and seasonal products such as fans. Distribution is split across the official online shop, a B2B dealer portal, and a physical factory outlet at the Arnsberg headquarters.

Product overview

Cloer Electrical Appliances (Cloer Elektrogeräte GmbH) is a German manufacturer of kitchen appliances sold primarily through its direct-to-consumer e-commerce platform. The product portfolio centers on waffle irons as the flagship product line, complemented by coffee preparation equipment (espresso machines, coffee makers, grinders, milk frothers), electric kettles, toasters, ice cream and slush machines, stand mixers, rice cookers, and various other kitchen appliances. The company positions itself as a direct-from-manufacturer retailer, offering a recipe ecosystem, 3-year manufacturer warranty, and customer loyalty program. Recent product launches (2025-2026) include the Ventilator FA2001, Eismaschine 9959, Standmixer 6958 (ETM TESTMAGAZIN Price-Performance Winner), Wasserkocher 4320/4321, and the Amerikanisches Waffeleisen 1699 (BILD.de Test Winner).

Differentiator

Problem solved

Functional benefit

Products and services

• Waffle Irons (Waffeleisen) Heritage product line of Cloer covering heart-shaped waffle irons, Belgian waffle makers, cone/taco irons including New Year cake irons, and special-shape waffle irons including American-style models, sold to home bakers.
• Coffee Appliances (Kaffee) Coffee preparation appliances including drip coffee machines, espresso machines, stovetop espresso makers, coffee grinders, and induction milk frothers for home coffee enthusiasts.
• Electric Kettles (Wasserkocher) Electric kettles in stainless steel, glass, and plastic variants, including double-walled stainless-steel interior models with 1.5-liter capacity, marketed for daily kitchen boiling needs.
• Toasters Toaster lineup including long-slot, 2-slice, and single-slot toasters, plus roll warmers (Brötchenbäcker) for household bread toasting and warming.
• Summer Products (Sommerprodukte) Seasonal summer appliances including the Ventilator Cloer FA2001 stand/table fan with 12 speed settings, quiet sleep mode, and adjustable air circulation.
• Eismaschine Cloer 9959 (Ice Cream Maker) Home ice cream maker for preparing ice cream, sorbet, or frozen yogurt with 1.5-liter capacity, adjustable runtimes, and a removable ice container.
• Slush Eis Maschine Cloer 9960 Home slush ice machine for preparing frozen slush drinks and frozen beverages.
• Ventilator Cloer FA2001 Stand and table fan with 12 speed settings, quiet sleep mode, and individually adjustable air circulation for flexible use on warm days.
• Standmixer Cloer 6958 Countertop stand mixer for household blending tasks, awarded 'Sehr gut' (93.0%) and Price-Performance Winner by ETM TESTMAGAZIN (06/2026) for simple operation, extensive adjustment options, and comfortable cleaning.
• Amerikanisches Waffeleisen Cloer 1699 American-style waffle iron for home baking, named Test Winner by BILD.de in a major waffle iron comparison for even browning, easy handling, and great taste.
• Reiskocher Cloer 6830 (Rice Cooker) Electric rice cooker for easy rice preparation at home.
• Crêpes Maker & Pancake Maker Multi-functional household appliance for preparing crêpes and pancakes, supported by a corresponding recipe collection.
• Joghurtbereiter Cloer 9921 (Yogurt Maker) Household yogurt maker for fresh homemade yogurt preparation.
• Sandwich Maker Household sandwich maker for toasted sandwiches and snacks.
• Egg Cooker (Eierkocher) Electric egg cooker for convenient household egg preparation.
• Kitchen Machine (Küchenmaschine) Multi-function kitchen machine for various household food preparation tasks.
• Zerkleinerer Cloer 6829 (Food Chopper) Compact household food processor/chopper for slicing and shredding ingredients.
• Zitruspresse Cloer 6815 (Citrus Juicer) Citrus juicer for fresh household juice preparation.
• Electric Grills (Elektrogrills) Electric grills for indoor grilling and barbecuing.
• Raclette Grills Raclette grills for household fondue-style cooking and social dining.
• Fondue Cloer 6679 Electric fondue set for traditional household fondue preparation.
• Food Warming Plates (Warmhalteplatten) Food warming plates to keep prepared dishes at serving temperature at home.
• Kitchen Scales (Küchenwaagen) Kitchen scales for precise household ingredient measurement.
• Lunch Care System Lunch food care and warming system for household meal preparation and storage.
• Espresso Machine Cloer 5829 Household espresso machine for coffee preparation.
• Induction Milk Frother Cloer 7789 Induction-based milk frother for preparing frothed milk for coffee drinks at home.
• Glass Kettle Cloer 4429 Glass-bodied electric kettle with transparent housing for household boiling needs.
• Single Toaster Cloer 3890 Single-slot toaster for individual household toast preparation.
• Roll Warmer (Brötchenbäcker) Countertop roll warmer appliance for heating bread rolls and bakery items.
• Accessories (Zubehör) Accessories and replacement parts for Cloer kitchen appliances.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Kenwood: Specialist in kitchen machines, blenders, and food preparation appliances under De'Longhi ownership. Directly comparable to Cloer's stand mixer, kitchen machine, and food prep catalog.
• Gastroback: German design-oriented small kitchen appliance brand (blenders, juicers, kettles, coffee makers). Comparable specialty positioning, similar size, and similar DACH-centric distribution; overlaps Cloer across multiple specialty SKUs.
• Severin Elektrogeräte: German mid-market small appliance manufacturer (kettles, coffee makers, toasters, grills) with similar size, multi-channel distribution, and value-oriented positioning in DACH. Directly comparable scale and product mix to Cloer.
• Russell Hobbs: UK heritage small appliance brand with strong distribution in Germany covering kettles, toasters, sandwich makers, and food prep; competes with Cloer on price point and channel placement.
• WMF: Premium German kitchen brand manufacturing and selling coffee machines, kettles, and small kitchen appliances. Closely comparable to Cloer on heritage, German-engineered positioning, and overlapping small-appliance catalog.
• De'Longhi: Italian specialist in espresso/coffee machines and small kitchen appliances (kettles, food processors). Directly overlaps Cloer on coffee machines and kitchen categories while serving shared DACH/European consumers.
• Braun Household: German-engineered small kitchen appliances (kettles, blenders, coffee makers, hand mixers). Direct overlap with Cloer's food prep and breakfast categories and similar heritage-brand positioning.

Broad incumbents

• Philips Domestic Appliances: Global consumer brand with a broad small kitchen and coffee appliance range. Overlaps Cloer on kettles, toasters, coffee machines, blenders, and food preparation at retail across Germany.
• Bosch Hausgeräte: Major German appliance brand with a deep small-appliance line (kettles, toasters, coffee machines, food processors). Far larger and broader catalog than Cloer, but competes in many of the same categories and same DACH channels.
• SEB Group (Tefal / Moulinex / Rowenta): French multinational appliance group holding Tefal, Moulinex, Rowenta, and Krups across small kitchen and breakfast categories. Competes with Cloer across nearly all of its product lines in DACH retail and online channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/casparcloer

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cloer Electrical Appliances