Einhell

What Einhell does

Einhell Germany AG is a publicly listed German manufacturer (Xetra: EIN), founded in 1964 and headquartered in Landau an der Isar, that develops, manufactures, and distributes power tools, garden equipment, water pumps, cleaning devices, and related leisure products. The company's strategic centrepiece is the Power X-Change platform, a proprietary 18V lithium-ion battery ecosystem whose interchangeable batteries power more than 100 cordless devices across all of Einhell's product categories, extended by Twinpack Technology that combines two 18V packs to deliver 36V output. The portfolio is structured into multiple price/performance tiers (Einhell Classic, Einhell Expert, the PROFESSIONAL brushless line) and is sold as cordless, electric, and petrol variants, with an emerging smart/connected range (Einhell Connect, FREELEXO CAM robot mower, smart garden pump).

Name

Einhell

Legal name

Einhell Germany AG

Website

https://einhell.de

Company type

Public

Founded year

1964

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Einhell Germany AG is a publicly listed German manufacturer of power tools, garden equipment, water pumps, cleaning devices and leisure products, unified by its Power X-Change 18V lithium-ion battery platform, serving DIY consumers, garden enthusiasts and professional tradespeople across global retail, e-commerce and dealer channels.

Ownership category

akta.pro rank

Product category

Power Tools

NAICS

Battery Manufacturing (33591), Battery Manufacturing (335910)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Home Energy & EV Charging (HEMS, Smart Meters, Batteries, Chargers) (HSAPAQAF)

akta.pro secondary industries

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB), Battery Pack Manufacturing & Module Assembly (EUAFABAI)

Keywords

• Cordless power tools
• Garden equipment
• Battery platform systems
• Water pump equipment
• Cleaning devices

Headquarters

HQ city

Landau An Der Isar

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Tools Sales: Primary revenue stream from cordless and corded power tools including screwdrivers, rotary hammers, saws, angle grinders, compressors, and grinders. Sold through retail, e-commerce, and dealer networks.
2. Garden Equipment Sales: Revenue from lawn mowers, scarifiers, tillers, trimmers/scythes, leaf blowers/vacuums, garden shears/saws, and related garden machinery.
3. Water Pumps: Sales of house/garden pumps, water works, dirt water pumps, clear water pumps, and deep well pumps.
4. Cleaning Devices: Revenue from wet/dry vacuum cleaners, ash vacuum cleaners, high pressure cleaners, and surface/grout cleaners.
5. Batteries & Chargers: Power X-Change battery packs, twin packs, and twin chargers sold as accessories and replacements.
6. Accessories: Drill/screwdriver accessories, saw accessories, grinder accessories, and general tool accessories for maintenance and expansion.
7. Leisure Products: Cordless leisure items including lights, fans, radios/speakers, car tools, and outdoor equipment.
8. Warranty Extensions & Service: Extended warranty programs and repair services offered to customers for additional revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Einhell develops and manufactures cordless and corded power tools, garden equipment, water pumps, and cleaning devices sold under the Power X-Change battery platform, which allows a single 18V lithium-ion battery to operate across 100+ compatible products. The company also markets a PROFESSIONAL sub-line with brushless motor technology for tradespeople, and a range of leisure products and accessories including the E-Case storage system.

Product overview

Einhell Germany AG is a manufacturer of power tools and garden equipment operating under a platform-plus-modules architecture. The core offering is the Power X-Change battery system, a modular lithium-ion platform enabling cordless operation across over 300 compatible devices. The product portfolio spans five main categories: (1) Power Tools including cordless screwdrivers, rotary hammers, saws, angle grinders, compressors, and grinders; (2) Garden Tools encompassing lawn mowers, scarifiers (Vertikutierer), tillers (Bodenhacken), trimmers/scythes, leaf blowers/vacuums, garden shears/saws, and water pumps; (3) Cleaning Devices including wet/dry vacuum cleaners and high pressure cleaners; (4) Leisure Products such as lights, fans, radios, and outdoor equipment; and (5) Accessories including the E-Case storage system, batteries, chargers, and tool-specific consumables. The company also offers a PROFESSIONAL sub-brand featuring brushless motor technology for demanding professional users. Products are available in cordless (Power X-Change), electric, and petrol-powered variants to address different user needs and use cases.

Differentiator

Problem solved

Functional benefit

Brands

• Power X-Change: The company's flagship battery system platform featuring interchangeable 18V batteries across multiple tool categories.
• PROFESSIONAL
• Einhell Expert
• Einhell Classic
• SEALED
• Brushless
• Einhell Connect

Products and services

• Power X-Change Battery System Modular 18V lithium-ion battery platform enabling cordless operation across 100+ compatible Einhell tools, garden machines, pumps, and cleaning devices. Sold as starter kits, batteries in 2.5Ah–8.0Ah capacities, and twin chargers.
• Cordless Screwdrivers Battery-powered screwdrivers compatible with the Power X-Change system, sold for home DIY and professional use.
• Rotary Hammers Cordless and electric rotary hammer drills for drilling into concrete, masonry, and stone.
• Saws Circular saws, jigsaws, and reciprocating saws offered in cordless, electric, and petrol variants.
• Angle Grinders Cordless and electric angle grinders for cutting, grinding, and polishing metal and masonry.
• Compressors Air compressors including cordless models compatible with the Power X-Change battery system.
• Grinders (Sanding Machines) Orbital and detail sanders for surface preparation and finishing work.
• Lawn Mowers Cordless, electric, and petrol-powered lawn mowers for residential lawn care, including Expert and Classic line models.
• Scarifiers Lawn scarifiers and aerators in cordless, electric, and petrol variants for removing moss, thatch, and dead grass; some models combine verticutting and aeration.
• Tillers Garden tillers and motor hoes for soil cultivation, available in cordless (Power X-Change), electric, and petrol versions.
• Trimmers and Scythes Lawn trimmers, grass trimmers, and brush cutters for edging and trimming in areas difficult for mowers, available as cordless (Power X-Change), electric, and petrol models.
• Leaf Blowers and Vacuums Cordless and electric leaf blowers and vacuums for clearing leaves and debris from gardens and outdoor areas.
• Garden Shears and Saws Cordless hedge trimmers and pruning saws for garden maintenance and landscaping.
• Water Pumps House pumps, garden pumps, dirty water submersible pumps, clean water submersible pumps, and deep well pumps for water transfer and irrigation.
• Wet/Dry Vacuum Cleaners Vacuum cleaners capable of handling both wet and dry debris, suitable for workshop and household cleaning.
• High Pressure Cleaners Pressure washers for cleaning driveways, vehicles, patios, and garden equipment.
• Leisure Products Cordless lifestyle products including work lights, fans, radios/speakers, car tools, and outdoor equipment powered by the Power X-Change battery system.
• E-Case Storage System Modular storage and carrying case system for organizing and transporting tools and accessories, including rolling workshop cases, sort boxes, and workshop boards.
• Batteries and Chargers Power X-Change lithium-ion batteries in 2.5Ah to 8.0Ah capacities and compatible dual/quick chargers, sold as accessories and replacements.
• PROFESSIONAL Product Line Dedicated professional-grade product line featuring brushless motor technology and enhanced warranties for tradespeople and demanding users.
• Brushless Technology Product Line Sub-brand grouping tools equipped with brushless motors, providing increased efficiency, longer runtime, and extended tool lifespan compared to brushed motors.
• Extended Warranty and Service Program Extended warranty options (product, battery, and brushless warranties) and repair services offered to customers as a paid add-on to hardware purchases.

Quantifiable outcome

• Battery ecosystem compatibility across 100+ devices
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Mercedes-AMG Petronas F1 TeamcoreGTM or Marketing Partner · 20 July 2023Einhell serves as the 'Official Tool Expert' of the Mercedes-AMG Petronas Formula 1 Team, providing cordless tools for team operations and leveraging the partnership for brand visibility in motorsport and professional contexts.
• FC Bayern MünchencoreGTM or Marketing PartnerEinhell is 'Official Home & Garden Expert' of FC Bayern München football club, leveraging the partnership for brand exposure through football sponsorship and community engagement.
• Surazinsano Co. Ltd.coreStrategic or Co-development PartnerEinhell acquired a 66.67% stake in Thai company Surazinsano Co. Ltd. as part of its growth strategy, marking entry into the Thai DIY market. The acquisition provides access to local retail channels, supporting the company's expansion of its Power X-Change battery platform and e-commerce outlets in Southeast Asia.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Festool: Festool specializes in premium cordless power tools for woodworking and trades, competing with Einhell's PROFESSIONAL and Expert lines in higher-spec cordless categories across European and international markets.
• Robert Bosch (Bosch Power Tools): Bosch's Power Tools division is the closest direct competitor to Einhell, offering a broad cordless tool and garden equipment portfolio with the 18V and 12V 'Power for All' battery ecosystems spanning hundreds of compatible devices — directly mirroring Einhell's Power X-Change platform.
• Husqvarna Group: Husqvarna competes with Einhell in robotic mowers, lawn mowers, trimmers, and chainsaws, and owns Gardena — overlapping directly with Einhell's garden equipment line and increasingly its cordless/battery-powered offerings.
• Hilti: Hilti focuses on professional-grade cordless power tools for construction and trades, competing with Einhell's PROFESSIONAL line — albeit at a premium tier and with a more direct sales/service model rather than DIY retail.
• Alfred Kärcher: Kärcher is a leading European manufacturer of cleaning equipment (high-pressure cleaners, wet/dry vacuums), directly overlapping with Einhell's cleaning devices segment and increasingly its battery-powered variants.
• Makita: Makita is a global leader in cordless power tools and garden equipment with its 18V LXT platform (and expanding 40V/80V XGT line), competing head-to-head with Einhell across DIY, garden, and professional segments in Europe and globally.
• Positec (Worx, Kress): Positec's Worx brand sells 20V and 40V cordless tools, robotic mowers, and garden equipment worldwide, directly competing with Einhell in DIY cordless and robot-mower categories through similar retail channels.
• STIHL: STIHL is a leading global manufacturer of chainsaws, trimmers, and outdoor power equipment, directly competing with Einhell in cordless and petrol garden tools, particularly across European dealer networks.

Broad incumbents

• Techtronic Industries (Ryobi, Milwaukee): Techtronic Industries owns Ryobi (DIY), Milwaukee (professional), and AEG — covering the same DIY/pro cordless tool and outdoor equipment market as Einhell, with Ryobi's ONE+ 18V platform a direct competitive analogue to Power X-Change.
• Stanley Black & Decker (DeWalt, Black+Decker): Stanley Black & Decker owns DeWalt (professional), Black+Decker, and Craftsman — covering the same DIY/pro tool and garden equipment space as Einhell across global markets, with the 20V MAX cordless platform as a direct competitive analogue to Power X-Change.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/einhell
• Facebookfacebook.com/EinhellGermanyAG
• LinkedInlinkedin.com/company/einhell-germany-ag
• Instagraminstagram.com/einhell_dach
• TikToktiktok.com/@einhell_ag
• Pinterestde.pinterest.com/einhell_dach
• Xx.com/EinHellAg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Einhell