What Glatz does

Glatz AG is a Swiss family-owned parasol manufacturer founded in 1895 and headquartered in Frauenfeld, Switzerland. The company designs, produces, and assembles in-house what it describes as the world's largest parasol range — 19 distinct models available in over 20,000 combinations, spanning garden parasols (wooden/wood-look and aluminum centre-pole, side-mast, and the VITA® design-purist collection) and contract parasols (F-Line Pro windproof models and the PALAZZO® giant series). Underlying technology centers on Swiss engineering of wind-resistant construction (PALAZZO Style stable to 115 km/h), UV-protective canopies (>98% UPF 50+), and custom fabrication through a dedicated Project Engineering department that delivers site-specific dimensions, integrated LED lighting, heaters, and specialized ground fixings.

The business sells primarily one-time hardware units at premium price points ranging from approximately €345 for an entry F-Line Pro model to over €7,675 for the PALAZZO Royal giant parasol. Two roughly equal customer segments are addressed: a residential/garden segment served through a dense international network of trained specialist retail partners with lead generation supported by an online configurator and B2B partner portal, and a contract/B2B segment (hotels, restaurants, cafés, public spaces, parks, playgrounds) served through dedicated project-sales partners offering consultation-to-installation support. The company employs 51-100 people, owns trademarks across its full product family (ALEXO®, PALAZZO®, CASTELLO®, VITA®, etc.), and is privately held by the Glatz family with Markus Glatz as owner and Chairman and Urs Lehner as CEO. Recent strategic activity includes a 2026 designer collaboration with Kaffe Fassett, a new PIAZZA® wood-look aluminum line, the F-Line Pro windproof sub-brand launch, expansion of the VITA® collection, and a Thurgau Business Award 2026.

Name

Glatz

Legal name

Glatz AG

Website

https://glatz.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

51–100 employees

Short description

Glatz AG is a Swiss family-owned manufacturer founded in 1895 that designs, produces, and distributes premium parasols in 19 models and 20,000+ combinations for residential consumers and HO-RE-CA / public-sector contract customers worldwide through a specialist dealer network.

Ownership category

akta.pro rank

Headquarters

HQ city

Frauenfeld

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Parasol sales: One-time hardware sales of high-quality parasols across 19 different models available in over 20,000 combinations. Products are sold through specialist retail partners and the B2B portal.
2. Accessories and spare parts: Glatz offers a large range of original accessories including fixation options, heaters, lighting, protective covers, and rain gutters. Original spare parts are available for every parasol model.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Glatz AG designs, manufactures, and assembles high-quality parasols in Switzerland, offering 19 different models in over 20,000 combinations across garden (residential) and contract (commercial/hospitality) segments. Products include centre-pole, side-mast, windproof, and giant parasols with features such as wind resistance up to 115 km/h, UV protection exceeding 98%, integrated LED lighting, and custom engineering for special architectural requirements. Original accessories, spare parts, and an online configurator complete the offering.

Product overview

Glatz AG is a Swiss parasol manufacturer offering the world's largest range of parasols with 19 different models available in over 20,000 combinations. The product portfolio is organized into two main segments: Garden Parasols (for private sector) and Contract Parasols (for professional/business use). Garden Parasols include Wooden/Wood Look Centre Pole Parasols (PIAZZA®, TEAKWOOD, ALEXO®), Aluminium Centre Pole Parasols (ALU-TWIST, ALU-SMART, plus the VITA® Collection with Torna, Piana, Sfera), and Side-Mast Parasols (SUNWING® Casa, SOMBRANO® S+, PENDALEX® P+, AMBIENTE Nova, FORTANO®). Contract Parasols include Windproof Parasols (FORTINO® Pro, FORTERO® Pro, FORTELLO® Pro, FORTELLO® LED) and Giant Parasols (CASTELLO® Pro, PALAZZO® Style, PALAZZO® Noblesse, PALAZZO® Royal). All products feature SWISSMADE or SWISSDESIGN labels with in-house production in Switzerland. The company also offers an online parasol configurator tool and a comprehensive range of original spare parts and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• VITA® Collection: Garden parasol collection featuring ergonomic design with models including VITA® Torna, VITA® Piana, and VITA® Sfera.
• ALEXO®
• PIAZZA®
• SUNWING®
• SOMBRANO® S+
• PENDALEX® P+
• FORTINO® Pro
• FORTERO® Pro
• FORTELLO® Pro
• FORTELLO® LED
• CASTELLO® Pro
• PALAZZO® Style
• PALAZZO® Noblesse
• PALAZZO® Royal
• AMBIENTE Nova
• FORTANO®
• ALU-TWIST
• ALU-SMART
• TEAKWOOD

Products and services

• ALEXO The classic Glatz parasol since 1931, featuring a Swiss ash wood pole and a characteristic arched canopy. Tiltable up to 90° and rotatable around its own axis, available in 200-220 cm diameters for residential outdoor use.
• ALEXO Kaffe Fassett Edition A special edition of the classic ALEXO parasol designed in collaboration with Kaffe Fassett, featuring the 'Enchanted Magenta' floral print, Swiss ash wood construction, fabric quality 5, UV protection exceeding 98%, available in 200 and 220 cm diameters with or without valance.
• PIAZZA Wind-resistant parasol in an elegant wood look, combining aluminium pole and ribs with a 3D wood texture finish. Available in round (up to 300 cm) and square (250×250 cm) versions with 70 colour options across fabric qualities 2, 4, and 5.
• TEAKWOOD The elegant masterpiece in precious timber, featuring premium teak wood construction for a luxurious natural appearance in residential outdoor settings.
• ALU-TWIST The clever, convenient aluminium centre-pole parasol designed for everyday use, prioritising ease of operation and handling for residential outdoor spaces.
• ALU-SMART The small and flexible aluminium centre-pole parasol, designed for compact spaces and easy handling in residential settings such as balconies and small patios.
• VITA Torna Part of the VITA Collection, described as the ergonomically complete design purist with minimalist design and aluminium construction for residential outdoor use.
• VITA Piana The modern compact parasol with a minimalist design, featuring clean lines and contemporary aesthetics for sophisticated outdoor living. Part of the VITA Collection.
• VITA Sfera The aesthete with a floating design, featuring a round shape and sensual elegance. A statement piece for sophisticated outdoor living as part of the VITA Collection.
• SUNWING Casa The handy all-round side-mast parasol with square shape and natural anodised aluminium finish, designed for versatile outdoor use in residential settings.
• SOMBRANO S+ The flagship side-mast parasol, a premium model featuring a square shape and natural anodised aluminium finish — the top-tier offering in the residential side-mast category.
• PENDALEX P+ The multifunctional all-rounder side-mast parasol, offering versatility for various outdoor applications with robust construction for residential customers.
• AMBIENTE Nova The queen of side-mast parasols — the largest Glatz side-mast parasol with incomparable wealth of variants, precisely engineered opening mechanism, and integrated LED option.
• FORTANO The windproof side-mast parasol with solid construction, flat roof, and high-quality manufacturing for steadfast performance even in high winds in residential settings.
• FORTINO Pro The compact windproof and corrosion-resistant contract parasol, small in format with big impact, stable up to 80 km/h wind speeds. Part of the F-Line Pro series targeting commercial use.
• FORTERO Pro The medium-size windproof favourite for cafés and restaurants, part of the F-Line Pro series with flat roof design and clear-cut modern aesthetics, combining style with uncompromising stability.
• FORTELLO Pro The large-format windproof and corrosion-resistant contract parasol, featuring a bold look with elegant details. Part of the F-Line Pro series targeting hospitality and commercial use.
• FORTELLO LED The windproof night owl contract parasol featuring integrated dimmable LED light strips in the ribs for romantic evening ambience, with windproof construction for outdoor commercial use.
• CASTELLO Pro The versatile giant allrounder contract parasol for restaurants, parks, and playgrounds. Offers simple elegance with high wind stability up to 100 km/h for commercial and public-space applications.
• PALAZZO Style The iconic giant catering contract parasol that remains stable even in headwinds up to 115 km/h. Designed for ambitious hospitality and event venues.
• PALAZZO Noblesse The giant contract parasol for ambitious projects, protecting areas from 450 to 700 cm from sun and rain, opening with just 12 turns of the crank despite its enormous size.
• PALAZZO Royal A Swiss masterpiece giant contract parasol with parasol roof diameter up to 8 metres — the regal shade-giver in the Glatz range for the largest commercial and public gatherings.
• Parasol Accessories and Spare Parts Original spare parts and accessories compatible with all Glatz parasols, including fixation options, heaters, lighting, protective covers, and rain gutters.

Quantifiable outcome

• UV protection exceeding 98% (comparable to SPF 50)
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Kaffe FassettflagshipStrategic or Co-development Partner · 1 January 2026Collaboration with internationally celebrated designer Kaffe Fassett for the ALEXO Kaffe Fassett Edition parasol. Kaffe Fassett has inspired people worldwide for over 60 years with his colorful works as painter, mosaic artist, and textile designer. This represents a flagship limited edition collaboration featuring Fassett's 'Enchanted Magenta' floral design on premium fabric quality 5.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tuuci: US-based manufacturer of premium commercial and residential outdoor umbrellas/parasols with comparable engineering focus, marine-grade construction, custom sizing, and integrated lighting. Tuuci is Glatz's most direct global competitor in the premium hospitality and architectural shade segment.
• Mayhew: UK/Ireland-based parasol and outdoor shade manufacturer serving hospitality and residential markets. Comparable to Glatz in commercial-grade wind-rated parasols and project-led contract sales to hotels and pubs.
• Caravita: German premium parasol and awning manufacturer serving both residential and contract/business customers (gastronomy, hotels) across Europe. Comparable to Glatz in product positioning, custom capabilities, and large-format (Cantilever/giant) offerings.
• Jardinico: Belgian premium parasol and outdoor-living brand serving residential and hospitality segments with designer collaborations. Comparable to Glatz in mid-to-premium residential and contract pricing tiers and European dealer-channel distribution.
• Solero: European manufacturer of premium parasols including giant and side-mast models for hospitality and residential use. Comparable to Glatz in large-format contract offerings and engineering-led wind/UV specifications.
• Shademaker: US manufacturer of architectural and commercial umbrellas serving hospitality, residential, and contract markets with engineered products. Comparable to Glatz in custom sizing, project specification, and direct sale to architects/hotels.
• Treasure Garden: US-based outdoor umbrella and shade manufacturer with broad residential and commercial catalogues. Comparable to Glatz in product breadth and contract-segment offerings, but positioned more for volume than ultra-premium.
• Umbrosa: Belgian designer parasol and outdoor shade brand with strong architectural and design-led positioning. Compares to Glatz in minimalist aesthetic lines, premium contract focus, and emphasis on integrated lighting/heating accessories.

Broad incumbents

• Extremis: Belgian designer outdoor furniture company whose range includes premium parasols/shade structures alongside a broader furniture portfolio. Comparable to Glatz in design-led premium positioning and B2B hospitality sales, but with a wider product scope.

Regional players

• Stern Outdoor: German outdoor furniture and parasol supplier serving primarily the German-speaking European market. Comparable to Glatz as a regional premium competitor in residential and hoReCa parasols, but with narrower geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/glatzswitzerland
• Xx.com/glatzag
• Facebookfacebook.com/glatzag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Glatz