Steamery
Steamery is a Swedish garment care brand founded in 2014 that designs and sells premium clothing steamers, fabric shavers, laundry detergents, and accessories to fashion-conscious consumers globally through Shopify DTC and selective wholesale in design and fashion retail stores.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Steamery does
Steamery AB is a Swedish privately held consumer products company founded in 2014 by Frej, Petra, and Martin Lewenhaupt, headquartered in Stockholm. The company designs and sells premium garment care products across four categories: clothing steamers (handheld, travel, and floor/professional models including the Cirrus 3, Cirrus 2, Cirrus Lite, Cirrus Core, Cumulus, and Stratus), fabric shavers (Pilo 1), specialized laundry detergents and fabric sprays (Signature, Delicate, Active, White, Hypoallergenic), and accessories (lint brushes, sewing kits, travel bags, books). Core technology includes a proprietary dry steam system that dries fabric while steaming, a heated ironing plate on the flagship Cirrus 3 that combines steamer and iron functionality, and precision razor-blade systems in the Pilo fabric shaver. Product prices range from $8 (color absorber sheets) to $425 (Stratus Professional).
Steamery operates a dual-channel go-to-market: a direct-to-consumer e-commerce storefront built on Shopify with worldwide shipping to 30+ countries, and a selective wholesale network placing products in prestigious design and fashion retail stores globally. The brand is anchored in Scandinavian minimalist design and a sustainability / slow fashion narrative positioned to extend garment lifespan. Revenue is generated almost entirely through unit hardware sales and consumables, with no subscription, SaaS, or advertising revenue streams identified. The company is bootstrapped with no external funding rounds, no parent company, and no public listing. The addressable customer base spans fashion-conscious consumers, slow fashion advocates, frequent travelers, and consumers with specialty fabric care needs across Europe, North America, Asia Pacific, the Middle East, Latin America, and Africa.
Steamery firmographics
Firmographics- Name
- Steamery
- Legal name
- Steamery AB
- Website
- https://steamerystockholm.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Steamery is a Swedish garment care brand founded in 2014 that designs and sells premium clothing steamers, fabric shavers, laundry detergents, and accessories to fashion-conscious consumers globally through Shopify DTC and selective wholesale in design and fashion retail stores.
- Ownership category
- akta.pro rank
Steamery industry classification
Industry- Product category
- Garment Care Appliances
- NAICS
- Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH)
- akta.pro secondary industries
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG)
Keywords
Where Steamery is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Steamery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Garment Steamer Sales: Steamery generates primary revenue through the sale of clothing steamers including handheld, travel, and floor/standing models. Products include Cirrus 3 (award-winning), Cirrus 2, Cirrus Lite, Cirrus Core, Cumulus, and Stratus models with price points ranging from $99 to $425.
- Fabric Shaver Sales: Sale of fabric shavers and lint removers including Pilo 1 and Pilo 2 models. These products remove pilling, lint, and fuzz from garments to extend textile lifespan.
- Laundry Care Products: Revenue from specialized laundry care products including detergents (Signature, Delicate, Active, White, Hypoallergenic), fabric sprays (Citrus & Cedar, Rose & Musk, Sandalwood), washing bags, tumble dryer balls, and color absorber sheets.
- Accessories and Repair Products: Sale of clothing care accessories including lint brushes, clothing brushes, sewing kits, travel bags, and 'The Art of Clothing Care' book.
- Wholesale/B2B: Bulk sales to retailers and wholesale partners. Steamery invites select retailers to partner, positioning their products in prestigious design and fashion stores globally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cirrus 3 Handheld Steamer - Premium flagship steamer combining steamer and iron functionality |
| Unit Pricing | Pay-as-you-go | Pilo 1 Fabric Shaver - Entry-level fabric shaver for lint removal |
| Unit Pricing | Pay-as-you-go | Laundry Detergents - Specialized formulations for different fabric types |
| Unit Pricing | Pay-as-you-go | Fabric Sprays - Fragrance refreshers for garments |
| Unit Pricing | Pay-as-you-go | Stratus Professional Floor Steamer - High-capacity commercial-grade steamer |
| Unit Pricing | Pay-as-you-go | Laundry Accessories - Supporting products for garment care |
| Unit Pricing | Pay-as-you-go | Repair and Care Accessories |
| Unit Pricing | Pay-as-you-go | Lint Brushes - Clothing brushes for surface cleaning |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Steamery product offering
Product offeringCore offering
Steamery designs, manufactures, and sells garment care appliances and laundry care products. Its primary offering is a line of clothing steamers (handheld, travel, and floor-standing) complemented by the Pilo fabric shaver and a specialized laundry care range including detergents, fabric sprays, washing bags, dryer balls, color absorbers, lint brushes, sewing kits, and travel accessories. Products are sold direct-to-consumer worldwide via steamerystockholm.com and through selective wholesale partners in prestigious design and fashion retail stores.
Product overview
Steamery is a Swedish clothing care brand founded in 2014, offering a comprehensive portfolio of garment care products designed in Scandinavia. The core product line centers on clothing steamers across multiple tiers: the premium Cirrus 3 handheld steamer with dry steam and heated plate technology, the portable Cirrus Lite travel steamer, the mid-range Cirrus 2, and the everyday Cirrus Core. Floor-standing options include the Cumulus Home Steamer (3x more powerful than handheld) and Stratus Professional Steamer for studio/retail use. The fabric care range features the Pilo 1 fabric shaver for removing pilling and lint, complemented by laundry care essentials including Signature, Delicate, Active, White, and Hypoallergenic laundry detergents, Fabric Sprays in multiple fragrances, Color Absorbers, and Tumble Dryer Balls. Accessories include lint brushes, travel bags, sewing kits, and educational books. All products are designed to extend garment lifespan through gentle, sustainable care rather than harsh washing or ironing.
Differentiator
Problem solved
Functional benefit
Products and services
- Cirrus 3 Handheld Steamer
Quantifiable outcome
- Kills 99.9% of bacteria on garments during steaming
- +2 more outcomes
Companies that use Steamery
Customer profileSegments4 records
Ideal customer profiles2 records
Steamery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
Steamery partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and important.
- ShopifycoreSteamery's e-commerce platform is powered by Shopify, which enables them to provide services including payment processing, checkout, and customer account management. Shopify processes personal information and provides the technical infrastructure for the online store.
- Wholesale Retail PartnersimportantSteamery invites select retailers and partners to join their distribution network. Partners represent the brand in prestigious design and fashion stores. The company positions its collections as designed for discerning customers who value distinction and enduring quality.
- Frej LewenhauptcoreCo-founder of Steamery along with Petra and Martin Lewenhaupt. Frej Lewenhaupt is quoted in company messaging about the slow fashion mission.
- Petra LewenhauptcoreCo-founder of Steamery along with Frej and Martin Lewenhaupt. Part of the founding team that started the company in 2014.
- Martin LewenhauptcoreCo-founder of Steamery along with Frej and Petra Lewenhaupt. Part of the founding team that started the company in 2014 with the mission of bringing back clothing care tradition with modern solutions.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Steamery competitors and assessment
Company assessmentDirect peers
- The Laundress: The Laundress is a premium DTC laundry and fabric care brand offering specialty detergents, fabric refreshers, and care tools — directly comparable to Steamery's detergent, fabric spray, and accessory lines, targeting similar design-conscious, sustainability-minded consumers.
- Philips Garment Care: Philips offers a comprehensive lineup of garment steamers, irons, and fabric shavers under its domestic appliance portfolio. A direct competitor in the steamer category with significantly larger scale and global distribution.
- Rowenta: Rowenta is a leading garment care appliance brand with a deep steamer, iron, and fabric care product range. Directly competes with Steamery in the steamer category with broader retail distribution and longer-standing R&D.
- Conair Fabric Care: Conair sells garment steamers, fabric shavers, and lint removers at mass-market price points. Directly comparable in product category, though positioned at lower price tiers than Steamery.
- Eucalan: Eucalan is a specialty detergent brand focused on delicate fabrics (wool, silk, cashmere) — directly comparable to Steamery's Delicate and Hypoallergenic laundry detergents, with the same target user profile of knitwear and couture consumers.
- Tefal (T-fal): Tefal is a major home appliance brand with a strong garment steamer and iron range. Overlaps directly with Steamery's core handheld and upright steamer SKUs at competing price points.
Emerging players
- Seventh Generation: Seventh Generation is an eco-friendly household cleaning brand with a strong laundry detergent line. Comparable on sustainability positioning and laundry category overlap, though broader in scope (not specialized in steamers or apparel care).
- Caldrea: Caldrea is a premium, design-forward household and laundry care brand with fragrance-led fabric sprays and detergents. Comparable on premium, design-led positioning and on the fabric spray SKUs that overlap with Steamery's fragrance line.
Broad incumbents
- Bosch Home Appliances: Bosch offers garment steamers as part of a broader home appliance portfolio (cooking, cleaning, refrigeration). Comparable on the steamer category but with much wider scope and stronger distribution across appliances.
- Smeg: Smeg is a design-forward home appliance brand with Scandinavian-aesthetic-adjacent positioning and selective specialty garment care offerings. Comparable on premium, design-led home positioning, though broader in scope than Steamery's narrow garment care focus.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Steamery social profiles
Digital presenceSteamery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steamery leadership team
Management profileNumber of profiles
Profiles3 records
Steamery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steamery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Steamery
What does Steamery do?
Steamery designs, manufactures, and sells garment care appliances and laundry care products. Its primary offering is a line of clothing steamers (handheld, travel, and floor-standing) complemented by the Pilo fabric shaver and a specialized laundry care range including detergents, fabric sprays, washing bags, dryer balls, color absorbers, lint brushes, sewing kits, and travel accessories. Products are sold direct-to-consumer worldwide via steamerystockholm.com and through selective wholesale partners in prestigious design and fashion retail stores.
Is Steamery a public or private company?
Steamery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Steamery founded?
Steamery was founded in 2014. It employs 11 to 50 people.
Where is Steamery based?
Steamery is headquartered in Stockholm, Sweden, in the Europe region.
How does Steamery make money?
Five revenue lines are on record. Garment Steamer Sales are the primary driver. The others are fabric Shaver Sales, laundry Care Products, accessories and Repair Products and wholesale/B2B.
Who are Steamery's main competitors?
Direct peers on record are The Laundress, Philips Garment Care, Rowenta, Conair Fabric Care, Eucalan and Tefal (T-fal). Emerging players are Seventh Generation and Caldrea. Broad incumbents are Bosch Home Appliances and Smeg.
Does Steamery have an API?
No public API is recorded for Steamery.
What industry is Steamery in?
Steamery's product category is Garment Care Appliances. Its primary akta.pro industry code is CRACADAH, Garment Care Appliances Retail (Irons, Steamers, Sewing Machines), with a secondary code of CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets). Its NAICS code is 325611 and its SIC code is 2840.