What GTECH does

Gtech (Grey Technology Limited) is a UK-based, founder-owned consumer electronics company that designs, manufactures, and distributes cordless household hardware directly to end consumers. Founded around 2001 by Nick Grey and headquartered in Worcester, the company operates across four product categories: cordless floorcare (upright, stick, handheld, carpet sweeper, and wet/dry vacuums under the AirRAM, AirFOX, HyLite, Multi, and ProLite lines), cordless power tools (20V combi drills, impact drivers, multi-tools, and work lights), cordless garden tools (lawn mowers, grass trimmers, and hedge trimmers on an 18V platform), and hair care (DryOnic ionic hair dryers and StyleOnic straighteners). Core technology centres on a patented AirLOC dual-direction debris capture system (WO2017/144922) deployed across floorcare, a universal 20V lithium-ion battery platform shared across power tools, and a parallel 18V/14.4V platform for garden and floorcare products that creates cross-category battery interoperability.

The company's go-to-market is direct-to-consumer e-commerce via gtech.co.uk in the UK, gtechhome.com in the US, and a separate B2B commercial site at gtechglobal.co.uk, supported by a 7-day UK call centre and broad social media presence. Products are sold as one-time hardware purchases at price points ranging from approximately £75 to £599, with bundles, seasonal promotions up to 50% off, and buy-now-pay-later options via Klarna and PayPal. Revenue mechanics are pure hardware sales with no subscription or recurring component. The customer base is highly distributed across individual homeowners, pet owners, small-space dwellers, and DIY enthusiasts, with over 83,000 verified customers cited on the homepage. The business is bootstrapped, founder-controlled, and shows no evidence of external investors, M&A activity, or disclosed financial performance.

Name

GTECH

Legal name

Grey Technology Limited

Website

https://gtech.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Gtech (Grey Technology Limited) is a UK-based, founder-owned direct-to-consumer brand that designs and sells cordless floorcare vacuums, 20V power tools, garden tools, and ionic hair care products to individual homeowners via its proprietary e-commerce storefronts in the UK and US.

Ownership category

akta.pro rank

Product category

Cordless Household Appliances

NAICS

Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521), Battery Manufacturing (33591), Battery Manufacturing (335910)

SIC

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

akta.pro primary industry

Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)

akta.pro secondary industries

Cleaning Caddies, Storage & Organization Accessories (CRAJAIAI), Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

Keywords

• Cordless vacuum cleaners
• Household cleaning appliances
• Cordless power tools
• Cordless garden tools
• Hair care electronics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C E-commerce): Gtech generates revenue through direct-to-consumer online sales via gtech.co.uk, selling cordless vacuum cleaners, power tools, garden tools, and hair care products. Products are sold as one-time purchases with no subscription component. The company offers 30-day money-back guarantees and 2-year warranties.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

GTECH (Grey Technology Limited) designs, manufactures, and sells cordless household products directly to consumers through its UK e-commerce platform. Its core offerings span four categories: cordless floorcare vacuums (uprights, sticks, handhelds, carpet sweepers, and spot cleaners), cordless power tools (drills, impact drivers, work lights, multi-tools), cordless garden tools (lawn mowers, grass trimmers, hedge trimmers), and hair care electronics (ionic hair dryers and straighteners). All power tools and garden tools share a universal lithium-ion battery platform and are sold as standalone units with a 30-day money-back guarantee and 2-year warranty.

Product overview

Gtech (Grey Technology Limited) is a UK-based consumer electronics company that designs, manufactures, and distributes cordless household products. The product portfolio consists of four main categories: Floorcare (cordless vacuum cleaners including AirRAM uprights, AirFOX sticks, Multi/ProLite handhelds, carpet sweepers, and spot cleaners), Power Tools (20V cordless combi drills, impact drivers, and work lights sharing interchangeable batteries), Garden Tools (cordless lawn mowers SLM50/CLM50, grass trimmers GT50, and hedge trimmers HT50/LHT50), and Hair Care (DryOnic ionic hair dryers and StyleOnic hair straighteners). All power tools share a common 20V battery and charger system. The products are sold primarily direct-to-consumer through the Gtech UK website, with international operations in the USA and commercial division (Gtech Global).

Differentiator

Problem solved

Functional benefit

Brands

• Gtech Global: Commercial and industrial vacuum cleaning solutions for business customers
• Gtech USA

Products and services

• AirRAM 3 Plus Cordless Upright Vacuum Premium cordless upright vacuum for homeowners, featuring Dual Edge-Clean technology for skirting board and corner cleaning, Voice Assist audio tips, Anti-Hair Wrap brush bar, and self-cleaning filter.
• AirRAM 3 Cordless Upright Vacuum Cordless upright vacuum with Dual Edge-Clean technology, self-propelling functionality, and self-cleaning filter for quick daily cleaning.
• AirRAM Platinum Cordless Upright Vacuum High-performance cordless upright vacuum with up to 60-minute runtime, scented cartridges, and anti-hair wrap brush bar.
• AirRAM 2 K9 Pet Cordless Upright Vacuum Pet-focused cordless upright vacuum with aluminium strengthened parts and enhanced filtration for pet owners.
• AirRAM 2 Core Cordless Upright Vacuum Entry-level cordless upright vacuum with 30-minute runtime and essential AirRAM features.
• HyLite 2 Cordless Upright Vacuum Compact and lightweight cordless upright vacuum at 1.5kg, with bagged design and triple-filtered dust bags for hygienic disposal.
• AirRAM 2 Cordless Upright Vacuum Standard cordless upright vacuum in the AirRAM line.
• AirFOX Platinum Cordless Stick Vacuum Cordless stick vacuum with 80-minute ECO runtime, converts from upright to handheld, featuring anti-hair wrap brush bar and automatic suction control.
• Pro 2 Cordless Stick Vacuum Cordless stick vacuum with 1.5L bagged capacity, ECO 40-minute runtime, converts to handheld mode.
• Multi Platinum Cordless Handheld Vacuum Premium cordless handheld vacuum with 30-minute runtime, aluminium strengthened parts, scented cartridges, and powered brush head.
• Multi K9 Pet Handheld Vacuum Pet-focused cordless handheld vacuum with aluminium strengthened parts and scented cartridges.
• ProLite Cordless Handheld Vacuum Lightweight cordless handheld bagged vacuum at 1kg, with up to 30-minute runtime and easy-change dust bags.
• SW22 Lithium Carpet Sweeper Eco-friendly lithium carpet sweeper with 90-minute runtime, converts from upright to handheld, includes detachable duster.
• Koala Spot Cleaner Lightweight wet and dry spot cleaner at 2.7kg for instant spill and stain removal on carpets, hard floors, and upholstery.
• Penguin Spot Cleaner Compact spot cleaner with 5cm cleaning head, self-cleaning brush cover, and dual water tanks.
• Orca Hard Floor Cleaner Cordless hard floor cleaner that vacuums, mops, cleans, and dries hard floors in a single pass.
• DryOnic Ionic Hair Dryer Ionic hair dryer with 110,000 RPM brushless motor, 4 heat and 4 speed settings, magnetic attachments, and a compact lightweight design for fast, frizz-free drying.
• StyleOnic Hair Straightener Turbo ION hair straightener with ceramic tourmaline plates, 10 LED temperature settings (140–230°C), 30-minute auto shut-off, and ionic smoothing for shiny hair.
• 20V Cordless Combi Drill 20V cordless combi drill with drill, hammer, and screwdriver modes; 21 torque settings, keyless chuck, and LED headlight, sharing GTECH's universal 20V battery platform.
• 20V Cordless Impact Driver 20V cordless impact driver with up to 180Nm torque, speed-sensitive trigger up to 3000 RPM, and quick bit changes for heavy-duty fixing tasks.
• 20V Cordless Multi Tool 20V cordless multi-tool with saw, cut, and sand capabilities, variable speed 8000–18000 RPM, on the GTECH 20V battery platform.
• 20V Flood Light 20V cordless work light with 2000-lumen output, up to 5 hours runtime, and adjustable swivel head.
• 20V Task Light 20V cordless task light with up to 17 hours runtime, 2 beam options, 180° adjustable head, and magnetic mount.
• SLM50 Small Lawn Mower Compact cordless lawn mower at 3.5kg, 30-minute runtime, 25cm cutting width, mulching function, and single-handed operation for small gardens.
• CLM50 Lawn Mower Medium to large garden cordless lawn mower with 40-minute runtime, 42cm cutting width, and 50L grass bin.
• GT50 Grass Edge Trimmer 18V cordless grass trimmer and edger with 30-minute runtime, 23cm cutting width, and swivel head for trimming and edging modes.
• HT50 Long Reach Hedge Trimmer Long-reach hedge trimmer with 60-minute runtime, 53cm blade, adjustable head rotating through 135°, cuts up to 25mm branch thickness.
• LHT50 Lightweight Hedge Trimmer Lightweight cordless hedge trimmer for shrubs and hedges.
• Gtech Global Commercial Vacuum Solutions Commercial and industrial-grade cordless vacuum cleaning solutions sold through a dedicated B2B commercial storefront (gtechglobal.co.uk) for business customers.

Quantifiable outcome

• Up to 80 minutes runtime on ECO mode (AirFOX Platinum)
• +5 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shark (SharkNinja): Mass-market cordless upright and stick vacuum brand with strong UK retail presence. Shark directly competes across all of Gtech's floorcare SKUs, particularly the AirRAM and AirFOX ranges, on price-performance.
• Dyson: The dominant premium cordless vacuum and hair care brand. Dyson competes head-on with Gtech in cordless uprights/sticks (AirRAM vs V11/V15), personal care (DryOnic vs Dyson Supersonic), and increasingly DIY power tools, sharing the same British-engineering D2C/select-retail positioning.
• Ryobi (Techtronic Industries): 18V ONE+ battery-platform ecosystem spanning power tools, garden, and cleaning. Closely comparable universal battery moat to Gtech's, with strong DIY retail positioning through B&Q and Amazon.
• Worx (Positec Group): Cordless garden equipment brand with Landroid robotic mowers and 20V PowerShare battery platform. Closely analogous to Gtech's universal battery strategy applied to garden tools.
• Vorwerk (Kobold/Vorwerk UK): European direct-sales household brand (Thermomix/Kobold) with similar D2C and personal-selling model to Gtech. Comparable for understanding D2C economics in cordless household cleaning.

Broad incumbents

• DeWalt (Stanley Black & Decker): Premium professional cordless toolmaker with 18V/54V XR platforms. Comparable to Gtech's Power Tools range at the higher-torque end, where DeWalt leads on contractor adoption and brand.
• Makita: Established cordless power tool and garden equipment maker with LXT 18V battery platform. Direct peer for the Combi Drill, Impact Driver, SLM50/CLM50 lawn mowers, and HT50 hedge trimmer lines.
• Stihl: Garden power equipment incumbent with strong cordless AS line. Comparable to Gtech's SLM50/CLM50 lawn mowers, GT50 trimmer, and HT50 hedge trimmers at the professional/serious-DIY end.
• Bosch Home & Garden (BSH Group): Global incumbent selling cordless vacuums (Athlet series), power tools, and garden tools under a shared battery platform. Comparable battery-ecosystem strategy as Gtech but with vastly greater R&D, retail distribution, and capital.
• Hoover (Haier-owned): Legacy UK vacuum brand now part of Haier, competing in upright and cordless. Direct competitor at the entry and mid price points (AirRAM Core / Multi ranges).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@gtechsocial
• YouTubeyoutube.com/user/Gtechonline
• Facebookfacebook.com/gtechsocial
• LinkedInlinkedin.com/company/g-tech-
• Instagraminstagram.com/gtechsocial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 GTECH