Schneider Consumer

What Schneider Consumer does

Schneider Consumer is a French consumer electronics and home appliance brand founded in 1934, operating under an asset-light licensing and intellectual property model. The brand is held by SCHNEIDER CONSUMER IP SAS, a trademark-holding entity with €4,000 in share capital led by President James Michael Purcell. The product portfolio spans televisions, kitchen appliances (air fryers, coffee machines, pizza ovens, slush machines), and cleaning equipment including cordless stick vacuums and professional cleaning solutions. Sub-brand collections — Feeling's Collection (vintage/retro), Fjord Collection (Nordic design), and the Keith Haring Collection (artist-licensed) — segment positioning across design-led and premium tiers.

The company's business model is IP licensing: the trademark holder licenses the Schneider brand to third-party manufacturers and retailers who produce and distribute the consumer goods, with revenue flowing back to the IP entity as royalty and license fees. Geographic markets include France, China, Germany, Spain, Tunisia, and an International channel. Customer segments are primarily residential consumers (B2C) with a secondary base of small professional buyers for cleaning equipment.

Recent activity indicates an aggressive category and geographic expansion strategy, with a high cadence of 2025 product launches across categories not historically core to the brand and active rollout of differentiated sub-brand collections. The corporate structure is that of a lean IP holding vehicle rather than a vertically integrated manufacturer, which shapes both the scalability of the model and the limits of direct revenue capture.

Name

Schneider Consumer

Legal name

SCHNEIDER CONSUMER IP

Website

https://schneiderconsumer.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

51–100 employees

Short description

Schneider Consumer is a French consumer electronics and home appliance brand founded in 1934, operating as an IP/licensing entity that licenses its trademark to manufacturers across TVs, kitchen appliances, and cleaning equipment in multiple country markets.

Ownership category

akta.pro rank

Product category

Consumer Electronics & Home Appliances

NAICS

Electronics and Appliance Retailers (4492), Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (335210), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Household Appliances (3630), Household Audio & Video Equipment (3651), Electric Housewares & Fans (3634)

akta.pro primary industry

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

akta.pro secondary industries

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

Keywords

• Consumer electronics
• Kitchen appliances
• Home appliances
• Television products
• Professional cleaning equipment

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Consumer Appliances: One-time purchase revenue from selling consumer appliances including refrigerators, freezers, dishwashers, microwaves, ovens, kettles, toasters, blenders, and vacuum cleaners. Products are sold at various price points from budget to premium vintage lines.
2. Hardware Sales - Professional Equipment: Sale of professional-grade equipment including high-pressure cleaners (hot and cold water), wet and dry vacuum cleaners, and power tools. Professional products carry extended warranties of 2-5 years.
3. TV and Audio Products: Revenue from televisions (HD, Full HD, 4K UHD, Smart TV), DVD players, TV receivers, and accessories. Also includes portable radios and Bluetooth speakers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Schneider Consumer designs, brands, and distributes a portfolio of French-origin consumer electronics and home appliances including refrigerators, freezers, dishwashers, microwaves, toasters, kettles, air fryers, coffee machines, slush/iced beverage makers, vacuum cleaners, Smart TVs, and audio/video equipment, alongside professional-grade high-pressure cleaners, wet/dry vacuums, and power tools. The brand is positioned around distinct design sub-brands — the retro Feeling's Collection (up to 14 colors), the Nordic Fjord Collection, and limited-edition Keith Haring collaborations — sold through owned country-specific e-commerce sites and licensed regional distributors across Europe, North Africa, and Asia.

Product overview

Schneider Consumer is a French consumer electronics and appliances company founded in 1934, specializing in kitchen appliances, TVs, and professional equipment. The product portfolio spans large kitchen appliances (refrigerators, freezers, dishwashers), small kitchen appliances (microwaves, kettles, toasters, blenders, air fryers, coffee machines, slush machines), TV and video products (Smart TVs, DVD players, decoders), and professional equipment (pressure washers, vacuum cleaners, power tools). The offerings are organized across several sub-brands: the vintage-styled Feeling's Collection with retro aesthetics, the Nordic-inspired Fjord Collection with clean Scandinavian design, and the Keith Haring art collaboration collection. The company operates under a licensing model where SCHNEIDER and its logo are trademarks of Schneider Consumer IP used under license by licensees.

Differentiator

Problem solved

Functional benefit

Brands

• Feeling's Collection: Vintage-inspired small household appliances with retro 1950s design, available in multiple colors including red, pink, blue, and cream. Includes vintage refrigerators, toasters, kettles, and microwaves.
• Fjord Collection

Products and services

• Feeling's Collection Vintage-style small kitchen appliances combining 1950s retro aesthetics with modern technology, available in multiple colors including red, pink, blue, and cream. The collection includes vintage refrigerators, dishwashers, toasters, kettles, microwaves, and ovens, designed to function as decorative objects in vintage or contemporary kitchens for style-conscious residential consumers.
• Fjord Collection Nordic/Scandinavian-inspired product line featuring minimalist design with clean lines, wooden accents, white matte trim, and neutral color palettes. Spans Fjord Smart TVs (32-55 inches) and small kitchen appliances such as microwaves, kettles, and toasters, targeted at consumers who want a coordinated Scandinavian aesthetic across kitchen and living-room electronics.
• Keith Haring Collection Limited-edition collection featuring the iconic artwork of Keith Haring on select Schneider appliances, aimed at collector-style consumers who want to combine functional kitchen or home appliances with pop-art decoration.
• Vintage Refrigerators Retro-inspired refrigerators inspired by 1950s design with chrome handles, available in up to 14 colors depending on model and equipped with modern cooling technology delivering temperature and humidity homogeneity. Includes table-top (109L) variants and larger units, suited to residential consumers who want a refrigerator that doubles as a kitchen statement piece.
• Vintage Dishwashers Retro-styled dishwashers offering 14 place settings in multiple colors to match vintage kitchen aesthetics. Designed as freestanding or built-in units for residential households that want kitchen appliances visually consistent with the Feeling's Collection color palette.
• Fjord Smart TV Line Smart TV sub-line within the Fjord Collection featuring slim-bezel Scandinavian design with white matte trim and wood-look feet. Available in 32" HD, 43" 4K UHD, 50" 4K UHD, and 55" 4K UHD variants with HDR and built-in streaming apps including Netflix, YouTube, Disney+, and Twitch, targeted at style-led residential consumers.
• SLUSH ME II Slush Beverage Maker Home slush beverage machine with touchscreen control and automatic self-cleaning, designed for residential kitchens.
• Seve de Glace Slush Machine Iced beverage maker with 2.6L capacity, touchscreen control, 5 preset programs, automatic rinsing, and an R290 compressor cooling system, designed for residential consumers preparing frozen drinks at home.
• Lumière Arabica Coffee Machine Automatic coffee machine with built-in grinder, 1350W power, 19-bar pressure, touch-screen control, 5-level adjustable grind, 86-95°C temperature control, and milk frothing system, for premium home espresso preparation.
• Crisp'or Glass Air Fryer Glass air fryer (1500W) with panoramic viewing window, dual 4L and 1.5L glass containers, and 5 preset programs including Crisp, Air Fry, Max Crisp, Bake, and Keep Warm, for residential consumers wanting visual cooking monitoring.
• Serie Z Pizza Oven Express pizza oven (2200W) with triple-insulated glass door and adjustable temperature up to 430°C, capable of cooking a pizza in 2-3 minutes for residential specialty cooking.
• SCH-V20 Wireless Stick Vacuum Entry-level wireless stick vacuum (140W, up to 40 min runtime, 12 KPa suction, HEPA filter, 650ml container) for residential floor cleaning.
• SCH-V30 Wireless Stick Vacuum Mid-range wireless stick vacuum (300W brushless motor, up to 45 min runtime, 24 KPa suction, digital screen, washable HEPA filter) for residential cleaning.
• SCH-V55P Wireless Stick Vacuum Premium wireless stick vacuum (550W motor, 34 KPa suction, folding tube for under-furniture cleaning, up to 55 min runtime, i-SENSE dust detection, digital screen) for residential deep cleaning.
• Station Vega Slim Stick Vacuum Slim wireless stick vacuum (200W, up to 48 min runtime) with automatic self-emptying station (2L collector), LED brush, and HEPA filter, targeted at residential consumers wanting hands-free dust disposal.
• High Pressure Cleaners Professional-grade pressure washers spanning cold water, hot water, and 3-phase models with flow rates up to 900 l/h and pressures up to 200 bar, including ceramic-piston 7.5hp engines, brass pumps, stainless-steel pistons, Auto-Stop systems, 8m braided hoses, and 2000W power. Backed by a 2-5 year extended warranty and sold to professional contractors, workshops, and cleaning services.
• Wet and Dry Vacuum Cleaners Professional wet and dry vacuum cleaners available in 20L, 30L, 60L, and 80L tank capacities, designed for heavy-duty wet and dry cleaning applications in workshops, construction sites, and commercial cleaning environments, with extended professional warranties.
• Professional Power Tools Professional 20V cordless power tools including drills, hammer drills, and brushless-motor variants, sold to professional contractors and tradespeople with extended warranty coverage.

Quantifiable outcome

• 85 years of brand heritage and expertise
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Schneider Consumer IP LicenseescoreOEM/ Whitelabel/ Licensing PartnerSCHNEIDER licensees are solely responsible for the SCHNEIDER branded products manufactured, distributed and sold under license. The SCHNEIDER brand and logo are trademarks of Schneider Consumer IP and are used under license from Schneider Consumer IP. This licensing model allows third parties to manufacture and sell Schneider-branded products under controlled licensing agreements.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• LG Electronics: Global consumer electronics and home appliance manufacturer with leading positions in TVs, refrigerators, washing machines, and vacuum cleaners. Overlaps with Schneider across TV and major appliance categories.
• Bosch (BSH Hausgeräte): Major German home appliance manufacturer offering refrigerators, dishwashers, washing machines, and small kitchen appliances across all price tiers. Competes with Schneider across multiple categories at much larger scale.
• Samsung: Global consumer electronics giant with significant TV, large and small appliance, and vacuum cleaner businesses. Overlaps with Schneider's TV and appliance portfolio as a global incumbent competitor.
• Philips: Dutch consumer electronics and small domestic appliance brand with broad kitchen and home care portfolio. Comparable on small appliance and audio/video categories where Schneider competes.

Direct peers

• De'Longhi: Italian small kitchen appliance specialist (coffee machines, kettles, toasters, food preparation). Comparable to Schneider on small kitchen appliance category overlap and design-led premium positioning.
• Brandt: French heritage appliance manufacturer with a broad portfolio of major and small kitchen appliances, washing machines, and TVs sold under a single national brand — structurally very similar to Schneider's French brand-and-appliance play.
• Smeg: Italian heritage appliances brand famous for retro 1950s-style refrigerators, dishwashers, and small kitchen appliances. Most directly comparable peer given Schneider's near-identical vintage design-led positioning and product breadth.
• Krups: German small kitchen appliance brand best known for coffee machines and breakfast preparation. Closely comparable on small kitchen appliance mix and European mid-premium positioning.
• Tefal: French small kitchen and home appliance brand (kettles, toasters, grills, irons, cookware). Overlaps with Schneider on small kitchen appliance range and serves a similar mainstream European consumer.
• Moulinex: French heritage small kitchen appliance brand (kettles, toasters, blenders, food processors). Direct overlap with Schneider's small kitchen appliance portfolio and shared French-market consumer base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@schneiderfrance?lang=en
• LinkedInlinkedin.com/company/home-tech-industries-inc

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 Schneider Consumer