Gloria

What Gloria does

GLORIA Haus- und Gartengeräte GmbH ("Gloria") is a privately held German manufacturer of spraying, cleaning and gardening equipment, headquartered in Witten, North Rhine-Westphalia, and active for more than 75 years (founded circa 1945). The company operates a two-tier product platform: the "Haus und Garten" consumer line (mechanical and battery-powered sprayers, the BrushSystem for weed removal and surface cleaning, FineCut grass/shrub shears, MultiJet medium-pressure cleaners, Thermoflamm bio flame weeders, Gardenboy PLUS cultivator and the EasySweep 18V cordless sweeper) and the "Profiline" professional/B2B line (CleanMaster and FoamMaster hand- and pressure sprayers in EPDM/FKM/FKM+ variants, ProControl 100 healthcare dosing devices, and 5–10 L steel/stainless-steel industrial units) addressing construction, industry, cleaning/disinfection, automotive, pest control and agriculture.

The core technology is mechanical and electromechanical: specialised sealing materials (FKM for oils/solvents, EPDM for pH 2–12 acidic/alkaline media, FKM+ for extreme solvents), a double-acting precision pump on EX-series hand sprayers, modular foam-spray cartridges, and 18V lithium-ion drives that participate in the cross-brand Bosch-led 18V POWER FOR ALL Alliance covering 150+ compatible devices. Accessories and consumables (brushes, nozzles, lances, seals, gas cartridges, stone/wood/WPC/BPC cleaning concentrates) are sold through a dedicated spare-parts webshop, generating recurring revenue alongside primary hardware.

The business model is primarily B2C/B2B hardware sales through an omnichannel European network: two direct webshops (shop.gloriagarten.de and service.gloriagarten.de), Amazon, Bauhaus, Obi, Rubart and a multi-country Fachhändlersuche (specialty dealer locator) across DE, AT, FR, NL, CH and DK. Profiline is additionally supported by direct field/account sales via [email protected]. Pricing is unit-based and not publicly disclosed; a free 2→3 year warranty extension for BrushSystem devices drives registration and customer lock-in.

Name

Gloria

Legal name

GLORIA Haus- und Gartengeräte GmbH

Website

https://gloriagarten.de

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

GLORIA Haus- und Gartengeräte GmbH is a privately held German manufacturer of mechanical and battery-powered spraying, cleaning and gardening equipment, serving European consumers via the "Haus und Garten" line and B2B professionals in construction, industry, disinfection, automotive, pest control and agriculture via the "Profiline" line, distributed through own webshops, Amazon, Bauhaus, Obi and a multi-country specialty dealer network.

Ownership category

akta.pro rank

Product category

Garden & Cleaning Spraying Equipment

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Pesticide and Other Agricultural Chemical Manufacturing (32532)

SIC

Gaskets, Packg & Sealg Devices & Rubber & Plastics Hose (3050), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Outdoor & Yard Pest Control (Lawn/Perimeter Treatments) (CRAJAHAE)

akta.pro secondary industries

Natural/Green Pest Control Products (CRAJAHAK), Trigger Sprayers & Mist Sprayers (IMALALAE)

Keywords

• Garden sprayers
• Pressure sprayers
• Flame weeding devices
• Battery garden tools
• Industrial cleaning equipment

Headquarters

HQ city

Witten

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware sales — Garden & home sprayers and cleaning tools: Sale of branded mechanical and battery-powered spraying devices (prima 5, Hobby 1200, MultiBrush, FineCut, MultiJet, Thermoflamm bio, Gardenboy PLUS, EasySweep) through own webshop, partner online channels and specialty dealers.
2. Hardware sales — Industrial / professional Profiline sprayers: Sale of high-performance industrial sprayers (CleanMaster Performance / Extreme series, FoamMaster FM 10 / FM 50, Pro 10 / Pro 100, models 405 / 410 / 505 / 510) to B2B customers in construction, industry, cleaning/disinfection, automotive, pest control and agriculture.
3. Spare parts, accessories and consumables: Revenue from a dedicated 'Ersatzteilshop' / spare-parts webshop (service.gloriagarten.de) including nozzles, spray lances, spray shields, quick-closure valves, seals/O-rings, pumps, hoses, brush attachments, cleaning agents (stone cleaner, wood/WPC/BPC cleaner), pressure regulators and gas cartridges for Thermoflamm.
4. Warranty extension registration: Optional paid/free registration-based warranty extension from 2 to 3 years for BrushSystem devices under 'gloriafriends', supporting customer lock-in.
5. Discontinued / B-grade clearance sales: Sale of 'Sonderposten' (discontinued models, 2nd/3rd choice) products via dedicated shop category.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels15 records

Core offering

GLORIA Haus- und Gartengeräte GmbH manufactures and sells branded mechanical and battery-powered spraying devices, garden tools, and flame weeders. The consumer 'Haus und Garten' line includes handheld, pressure, backpack and foam sprayers, the BrushSystem platform, FineCut shears, MultiJet cleaners, Thermoflamm bio flame weeders, Gardenboy PLUS cultivator, and EasySweep 18V. The professional 'Profiline' line provides high-performance CleanMaster and FoamMaster sprayers with FKM/EPDM seals and stainless-steel tanks for industry, trade, cleaning/disinfection, automotive, pest control, and agriculture.

Product overview

Gloria's offering is a two-tier platform architecture covering both consumer and professional use cases. The 'Haus und Garten' (Home and Garden) line bundles battery- and mains-powered garden tools and sprayers – Sprühgeräte, the BrushSystem (WeedBrush, MultiBrush), FineCut grass/shrub shears, MultiJet 18V medium-pressure cleaner, Thermoflamm bio flame weeders, Gardenboy PLUS cultivator, and the EasySweep 18V cordless sweeper – many of which participate in the cross-brand 18V POWER FOR ALL battery alliance. The 'Profiline' line addresses industrial and trade use with CleanMaster hand- and pressure sprayers (EPDM/FKM/FKM+ variants), FoamMaster foam sprayers, and the ProControl 100 healthcare sprayer, complemented by ProControl 100, pressure regulators, gas cartridges, the oil-resistant Kompressoranschluss (TÜV/GS tested), and Stein-/Holz-/WPC-/BPC-Reinigungsmittel cleaning concentrates.

Differentiator

Problem solved

Functional benefit

Brands

• GLORIA Profiline: Professional-grade high-performance sprayers for industry, trade, cleaning, disinfection, pest control, and agriculture (e.g., CleanMaster, FoamMaster, ProControl series).
• GLORIA Haus und Garten
• Thermoflamm bio

Products and services

• Sprühgeräte (Sprayers) – Haus und Garten Consumer-grade sprayer family covering handheld sprayers (Handsprühgeräte), pressure sprayers (Drucksprühgeräte), backpack sprayers (Rückensprühgeräte), foam sprayers (Schaumsprühgeräte) and related accessories, sold to home and garden end users across Europe for plant care, fertilising, pest control and cleaning.
• BrushSystem Modular electric brush platform for weed removal and surface cleaning, comprising the WeedBrush, WeedBrush li-on, MultiBrush speedcontrol PLUS, MultiBrush li-on PLUS, MultiBrush 230V XL and complementary attachments. Battery-driven variants are part of the cross-brand 18V POWER FOR ALL Alliance.
• FineCut Cordless grass- and shrub-shear line offered in 18V compact, 18V, 18V with battery, and 230V mains variants, with a 25 cm cutting width, positioned as a complement to robotic lawn mowers for edge and contour cutting in home gardens.
• MultiJet System Battery-powered medium-pressure cleaner for fast home cleaning tasks including cars, bikes, motorcycles, terraces and camping gear, available as MultiJet 18V (body only) and MultiJet 18V incl. battery.
• Thermoflamm bio Gas- and electric-powered flame weeding devices for chemical-free weed removal, comprising Thermoflamm bio Classic PLUS, Comfort PLUS, Professional PLUS, Professional E+ TURBO, Electro (electric) and Fix models.
• Gardenboy PLUS Hand-held electric soil cultivator/hoe for loosening garden beds in home gardens.
• EasySweep 18V Cordless multi-sweeping system for interior and exterior home use with a 40 cm working width, two side brushes plus one main brush, 4.5 L collection container, integrated LED light, EasyMove swivel handle and Bosch 18V POWER FOR ALL battery compatibility.
• GLORIA Profiline – Professional Sprayers (CleanMaster & FoamMaster) Professional 5 L and 10 L sprayers made of steel or stainless steel with FKM, EPDM or FKM+ seals, including CleanMaster hand sprayers (EPDM for acidic/alkaline media, PF12/FKM for disinfectants and construction chemicals, EXTREME for solvents), CleanMaster pressure sprayers, FoamMaster FM 10 / FM 50 foam sprayers, Pro 10 / Pro 100 and Profiline models 405 / 410 / 505 / 510, sold to B2B customers in construction, industry, cleaning, disinfection, automotive, pest control and agriculture.
• ProControl 100 (Health Care) Profiline sprayer for healthcare and hygiene applications, used for controlled application of disinfectants and hygiene solutions in medical and care settings.
• Reinigungsmittel (Cleaning agents) Specialty cleaning concentrates including SteinSpezialreiniger stone-surface cleaner (1.0 L bottle covering more than 250 m²) and Holzwpc/BPC Spezialreiniger for wood and WPC/BPC surfaces (covering more than 50 m² per litre of concentrate), formulated for use with FoamMaster foam sprayers and MultiBrush / PowerBrush.
• Thermoflamm bio accessories & spare parts Spares and accessories for Thermoflamm bio devices, including Druckminderer pressure regulators (3/8" left-hand thread, 8 kg/h flow) for Thermoflamm bio Professional, propane/butane 600 ml gas cartridges for Thermoflamm bio Classic/Comfort, Kompressoranschlussventil compressor connection valves, and oil-resistant TÜV/GS-tested Kompressoranschluss fittings for high-performance pressure sprayers.

Quantifiable outcome

• Reduced chemical consumption through even, targeted spraying and optimised foam application via FoamMaster technology.
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Ten partnerships are on record, tiered flagship / core alliance, major retail partner, secondary retail partner, core trust/conversion partner, core marketing technology stack and compliance partner.

• BOSCH (Robert Bosch Power Tools GmbH) — 18V POWER FOR ALL Allianceflagship / core allianceStrategic or Co-development PartnerGLORIA is a member of the cross-brand '18V POWER FOR ALL Alliance' alongside BOSCH and other manufacturers. A single 18V battery is compatible with 150+ POWER FOR ALL devices across the alliance; GLORIA's FineCut, MultiJet, MultiBrush li-on, WeedBrush li-on, Pro 1200 li-on and Kompressor für Sprühgeräte are part of this cross-brand ecosystem. The EasySweep 18V is explicitly described as 'powered by BOSCH 18V POWER FOR ALL' with up to 150 minutes runtime. Alliance page: https://www.powerforall-alliance.com/
• Bauhaus (specialty DIY retailer)major retail partnerChannel Partner/ Reseller/ DistributorBauhaus is listed as a 'Jetzt kaufen bei' (buy now at) partner for GLORIA CleanMaster EX 05 and EX 10 via bauhaus.info with tracked affiliate-style links.
• Obi (specialty DIY retailer)major retail partnerChannel Partner/ Reseller/ DistributorObi is listed as a 'Jetzt kaufen bei' partner for GLORIA CleanMaster EX 05 and EX 10 via obi.de with tracked links.
• Amazon (Marketplace)major retail partnerChannel Partner/ Reseller/ DistributorAmazon is a primary online channel for GLORIA CleanMaster EX 05 / EX 10, with tracked listing links from the GLORIA product detail pages.
• Rubart (specialty online retailer)secondary retail partnerChannel Partner/ Reseller/ DistributorRubart (RUBART GmbH, Dortmund) is listed as a 'Jetzt kaufen bei' partner for GLORIA CleanMaster EX 05.
• Trusted Shops SE (Cologne)core trust/conversion partnerGTM or Marketing PartnerTrusted Shops Trustbadge is embedded on the website to display the GLORIA seal and collected buyer reviews, and to offer Trusted Shops products to buyers after orders, supporting conversion.
• Google (LLC) — Ads, Analytics, Maps, Fontscore marketing technology stackTechnology or IntegrationGLORIA uses Google AdWords with conversion tracking, Google Analytics with IP anonymisation (14-month retention), Google Maps API for dealer locations, and Google Fonts (loaded locally where possible).
• Meta Platforms Ireland Limited (Facebook / Instagram)core marketing technology stackTechnology or IntegrationGLORIA uses Facebook Remarketing / Custom Audiences for interest-based advertising; the company also operates a corporate Facebook page (gloriahausundgarten) and Instagram (@gloria.garten).
• Adlex GmbH (Bochum) — Data Protection Officercompliance partnerOthersAdlex GmbH is appointed as external Data Protection Officer (Datenschutzbeauftragter) for GLORIA Haus- und Gartengeräte GmbH under GDPR.
• Amazon Europe Core S.à r.l. (Luxembourg)major retail partnerChannel Partner/ Reseller/ DistributorListed in the privacy policy among social/service providers alongside Facebook, YouTube and Rubart, indicating use of Amazon as an embedded retail/social touchpoint.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fiskars Group: Nordic house and garden tools conglomerate (Fiskars, Gerber, Iittala). Adjacent to GLORIA's Haus und Garten line through its garden-tools and outdoor-cleaning categories; broader incumbent with stronger global retail relationships.
• Stihl: German/global leader in outdoor power tools. Adjacent competitor in garden and professional maintenance equipment; a broader incumbent that overlaps with GLORIA's BrushSystem and Profiline categories but operates at much greater scale.
• Wolf-Garten (MTD Products): European garden-tools brand (MTD/Cub Cadet group). Comparable in target buyer (DIY/prosumer gardeners) and specialty-dealer distribution model, but with a much broader SKU range spanning mowers, hand tools and irrigation.
• Bosch (Garden & DIY): Anchor member of the 18V POWER FOR ALL Alliance and a giant incumbent across garden tools, sprayers and DIY equipment. Both ally and competitor: shares GLORIA's battery ecosystem but outguns it on R&D, marketing budget and category breadth.

Direct peers

• Gardena (Husqvarna Group): Europe's leading consumer garden-tools brand (owned by Husqvarna). Directly comparable as a multi-channel European supplier of sprayers, watering and battery-powered garden tools targeting the same DIY/prosumer customer base as GLORIA's Haus und Garten line.
• Solo Kleinmotoren GmbH: German maker of sprayers, misters and outdoor power equipment. Overlaps with both GLORIA's consumer Sprühgeräte line and the Profiline professional range, including backpack sprayers for pest control and disinfection.
• Kärcher: German pressure-washer and cleaning-equipment manufacturer. Closely comparable to GLORIA's Profiline cleaning/disinfection line, including CleanMaster pressure sprayers and MultiJet medium-pressure cleaner, serving both consumer and B2B buyers.
• Birchmeier Sprühtechnik AG: Swiss manufacturer of professional and consumer sprayers. Direct competitor in the same sprayer category as GLORIA's Haus und Garten and Profiline lines, with overlapping distribution in DACH-region specialty dealers.
• Hozelock: UK-based manufacturer of garden spraying, watering and cleaning equipment. Comparable product range and DIY-channel distribution across Europe; competes head-to-head with GLORIA in handheld, pressure and backpack sprayers.

Regional players

• GLORIA Italia / European sprayer brands (e.g., Volpi, Di Martino): Italian regional sprayer manufacturers serving Southern European specialty-dealer and B2B channels. Comparable product category to GLORIA's Profiline line but geographically complementary rather than direct overlap with GLORIA's DACH/Benelux stronghold.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Gloriagarten
• Facebookfacebook.com/gloriahausundgarten
• LinkedInlinkedin.com/company/gloria-haus-und-garten
• Instagraminstagram.com/gloria.garten

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Gloria