What ETI does

ETI SRL is an Italian manufacturer of professional hair styling tools, founded in 1979 in Travagliato (Brescia) and operating from a fully integrated production facility that handles design, molding, assembly, and testing in-house. The product portfolio spans four categories: professional hair dryers (flagship MAESTRO with a 110,000 RPM brushless motor launched in July 2023, Digital Master Ionic, Digital Magic Ionic, Turbodryer 2000, Beauty Power 6000, and Eco Turbo series), hair straighteners (GLAMOUR 250°, GLAM 250°, SubliME, Moda 230°, Venus 230°), professional brushes in 8 diameters (12mm–60mm), and accessories (universal and model-specific diffusers, portaphon holders). Underlying technologies include brushless and digital DC motors, ionic systems, MCH ceramic heating elements, ceramic/titanium/tourmaline plates, and polycarbonate shells. All products are positioned as 100% Made in Italy and the company holds ISO 9001:2015 certification (valid until April 2026).

ETI serves a dual customer base with professional hairdressers and salons as the primary segment and individual hair-care enthusiasts as a secondary one, supplemented by Italian resellers/distributors. Revenue is generated exclusively through hardware sales at price points ranging from €6.10 (brushes) and €46.90 (entry dryers) up to €339 (MAESTRO), with a €9.50 flat shipping fee within Italy. Distribution combines direct-to-consumer e-commerce in four languages (Italian, English, French, Spanish), a dedicated B2B contact channel offering special pricing for professionals and resellers, and over 40 years of presence at the Cosmoprof Bologna trade show. Marketing channels include Instagram, Facebook, an email newsletter (10% discount incentive), a content blog, and an ambassador program targeting hair/beauty influencers.

The company is privately held as ETI SRL (Società a Responsabilità Limitata), headquartered at Via della Scienza 49, Travagliato, with a registered office and showroom in Milan. It employs 51–100 people, reports no parent company, subsidiaries, external funding rounds, mergers, acquisitions, or disclosed management team, and demonstrates sustainability commitment through a 250 KWh on-site photovoltaic park and use of eco-compatible materials since 2014.

Name

ETI

Legal name

ETI SRL

Website

https://eti-italy.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

ETI SRL is a privately held Italian manufacturer founded in 1979 that designs and produces 100% Made in Italy professional hair dryers, straighteners, brushes, and accessories for hairdressers, salons, and individual consumers.

Ownership category

akta.pro rank

Product category

Professional Hair Styling Tools

NAICS

Small Electrical Appliance Manufacturing (335210), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD)

akta.pro secondary industries

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Professional hair dryers
• Hair straightening tools
• Professional hair brushes
• Beauty salon equipment
• Made in Italy appliances

Headquarters

HQ city

Travagliato

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Hair Dryer Sales: ETI designs, manufactures, and sells professional hair dryers directly to hairdressers and consumers through their e-commerce platform. Products include models like Maestro, Digital Master Ionic, Digital Magic Ionic, Turbodryer, Forza25, and others with power ratings from 1400W to 2700W.
2. Hair Straightener Sales: Sale of professional hair straighteners including GLAMOUR 250°, GLAM 250°, SubliME, Moda 230°, and Venus 230° models with ceramic, titanium, and tourmaline plate technologies.
3. Professional Brush Sales: Sale of professional hair brushes available in 8 different diameters (12mm to 60mm) for various styling needs and hair types.
4. Accessory Sales: Sale of hair dryer accessories including diffusers (universal and model-specific), concentrator nozzles, and phone holders (portaphon) for professional use.
5. B2B/Wholesale Channel: ETI offers special pricing and discounts for professional hairdressers and resellers (rivenditori) through direct contact and dedicated B2B channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

ETI designs, manufactures and sells professional hair styling appliances — hair dryers, hair straighteners, professional round brushes and accessories — 100% Made in Italy at its Travagliato (Brescia) facility. The portfolio spans entry-level AC-motor dryers through flagship brushless-motor dryers (Maestro at 110,000 RPM) and premium titanium/tourmaline straighteners, sold direct-to-consumer via a multi-language e-commerce site and to professional hairdressers, salons and resellers through a dedicated B2B channel.

Product overview

ETI is an Italian company that designs, manufactures, and distributes professional beauty tools, established in 1979. The product portfolio consists of four main categories: (1) Hair Dryers including models like Maestro (flagship with brushless motor), Digital Master Ionic, Digital Magic Ionic, Turbodryer 2000, Beauty Power 6000, and Eco Turbo series; (2) Hair Straighteners including GLAMOUR 250°, GLAM 250°, SubliME, Moda 230, and Venus 230; (3) Professional Brushes available in 8 diameters from 12mm to 60mm; and (4) Accessories including diffusers (standard and universal) and portaphon stands. All products are 100% Made in Italy, with headquarters and manufacturing in Brescia, Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Maestro Professional Hair Dryer Flagship professional hair dryer with brushless motor (110,000 RPM), under 300g weight, 9 temperature levels, ionic technology, cold shot function and accessories including 2 nozzles and 1 diffuser; priced at €339.00 and aimed at salons, domestic users and travelers.
• Digital Master Ionic Professional Hair Dryer High-performance professional hair dryer delivering 2500W from a digital motor in just 405g, with ionic technology, ceramic grid for uniform heat distribution (~132°C) and 119.70 m³/h airflow; priced at €149.00.
• Digital Magic Ionic Professional Hair Dryer Professional hair dryer with 2400W digital motor and ionic technology designed to reduce drying times while preserving hair health, weighing only 400g; priced at €298.00.
• Turbodryer 2000 Classic Professional Hair Dryer Timeless classic professional hair dryer with 1400/1600W power, AC motor, 539g weight, 4 temperature settings and 2 speeds with 245 mmH2O air pressure; priced at €46.90.
• Beauty Power 6000 Professional Hair Dryer Professional hair dryer combining high power, lightweight design and elegant aesthetics for drying performance; priced at €94.90.
• ETI Professional Hair Dryer Range (Forza25, Turbostratos 3800, Microstratos 3600, Eco Turbo 3900, Ultra Power 9000, Eti Digital Compact, Eti Ionic Compact, Eti Line, Eti Line Digital Plus, Eti Line Plus, Eti Pro 3200) Broader ETI professional hair dryer line spanning entry to mid-tier power classes (1400W–2700W), including Forza25 (€199.00, 1800W), Eco Turbo 3900 (€53.90), Ultra Power 9000 (€84.90, 2500/2700W), Eti Digital Compact (€169.58, 2200/2400W), Eti Ionic Compact (€96.38), Eti Line (€73.90), Eti Line Digital Plus (€139.00), Eti Line Plus (€74.90) and Eti Pro 3200 (€59.90).
• GLAMOUR 250° Professional Hair Straightener Professional straightener with extra-large oxidized titanium floating plates (45mm) ideal for long, thick hair, digital display, temperature up to 250°C, MCH ceramic resistance and automatic shut-off; priced at €119.00.
• GLAM 250° Professional Hair Straightener Professional straightener with oxidized titanium floating plates, digital temperature control from 80°C to 250°C, MCH ceramic resistance for quick heating, compact and lightweight design.
• SubliME Professional Hair Straightener Professional straightener with ceramic and titanium plates, adjustable temperature up to 230°C, PTC ceramic resistance for instant and constant heat, suitable for Brazilian keratin treatments, 100% Made in Italy; priced at €129.00.
• Moda 230° Professional Hair Straightener Professional straightener with ceramic plates enriched with diamond powder, reaching 230°C, soft touch finish, MCH ceramic resistance for instant and constant heat; priced at €107.00.
• Venus 230° Professional Hair Straightener Professional straightener with ceramic and tourmaline plates, LCD display for temperature control, ergonomic and lightweight design, dual voltage (100-240V), suitable for Brazilian keratin treatments; priced at €98.00.
• ETI Professional Round Brushes (12mm – 60mm) Complete line of 100% Made in Italy professional hair brushes available in 8 diameters (12mm €6.10, 17mm €7.00, 23mm €7.10, 32mm €7.60, 37mm €8.00, 43mm €8.30, 50mm €10.80, 60mm €11.00) for various hair types and styling needs.
• Diffusore Hair Dryer Diffuser Attachment Precision diffuser attachment for ETI hair dryers, designed to distribute air evenly for defined curls and waves while preventing hair damage; priced at €12.20.
• Diffusore Universale Universal Hair Dryer Diffuser Universal diffuser compatible with any hair dryer model, designed for curly and wavy hair and indispensable for professional hairstylists; priced at €16.20.
• Portaphon Hair Dryer Holder Stand Hair dryer holder stand designed to optimize and speed up work inside the salon, adaptable to any surface and any hair dryer model; priced at €7.70.

Quantifiable outcome

• Maestro model achieves 110,000 RPM motor speed with only 290g weight
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature13 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Remington: Mass-market consumer hair styling brand with extensive dryer, straightener, and brush line. Competes with ETI's lower-tier models (Turbodryer, Eco Turbo, Eti Line series) in consumer retail channels.
• GHD (Good Hair Day): Premium professional straightener brand now part of Coty. Direct overlap with ETI's straightener line (ceramic plates, temperature control), competing in professional salons and premium retail globally.
• BaByliss (Conair): Global professional and consumer hair styling tool brand owned by Conair. Competes across hairdryers, straighteners, and curlers in both salon and retail channels, overlapping with ETI's full product range.
• CHI (Farouk Systems): Professional hair care brand with extensive line of styling tools (dryers, flat irons, curling irons). Overlaps with ETI's professional straightener and hairdryer range, distributed through salons and beauty supply channels.
• Dyson: Global premium technology company whose Supersonic hair dryer redefined the category using brushless digital motors at 110,000 RPM. Sets the technological benchmark ETI's Maestro targets, and competes in premium retail/e-commerce globally.

Direct peers

• Elchim: Italian manufacturer of professional hairdryers and styling tools, headquartered near Milan. Closest direct peer: similar mid-sized Italian heritage brand targeting professional salons with comparable product range (dryers, brushes) and overlapping B2B/reseller channel.
• Valera: Swiss manufacturer of professional hairdryers and hair care appliances, established 1955. Direct peer: similar European heritage brand, professional salon focus, comparable premium positioning, and multi-decade presence at trade shows like Cosmoprof.
• Bio Ionic: Professional hair styling tool brand known for nanoionic and mineral-based technologies in dryers and irons. Competes with ETI in professional salons with similar premium positioning and technology-forward marketing.
• T3 Micro: Premium hair styling tool brand featuring ionic tourmaline and digital motor technology. Competes with ETI's premium tier (Maestro, Digital Master Ionic) in salons and DTC channels globally.
• Parlux: Italian professional hairdryer manufacturer founded in 1977 with strong salon distribution. Direct peer: comparable size, Italian origin, professional-only positioning, and core focus on professional-grade hairdryers sold to salons worldwide.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/eti_italy
• Facebookfacebook.com/ETI.Italy/?locale=it_IT
• Instagraminstagram.com/eti_italy/?hl=it

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 ETI