BSH Bosch und Siemens Hausgeraete GmbH

What BSH Bosch und Siemens Hausgeraete GmbH does

BSH Bosch und Siemens Hausgeräte GmbH is a German-domiciled joint venture between Robert Bosch GmbH and Siemens AG (each holding 50%) that manufactures and distributes home appliances globally under the Bosch brand among others. The Swedish operating entity, BSH Home Appliances AB, runs bosch-home.se as its DTC e-commerce and brand platform, selling a full portfolio of cooking appliances (ovens, induction and gas hobs, range hoods), dishwashers, refrigeration (fridges, freezers, French-door, wine coolers), laundry (washing machines, dryers, washer-dryer combos), vacuum cleaners (the Unlimited cordless series plus bagged, bagless, and robot variants), and small kitchen appliances (food processors, hand mixers, blenders, coffee machines including TASSIMO). Proprietary technology features include the Home Connect smart-home connectivity platform with iOS and Android apps, i-DOS automatic detergent dosing, PerfectDry sensor-based drying, ecoClean self-cleaning oven coating, and a MicroPlastic Filter for washing machines. Distribution is a hybrid omnichannel model: DTC via bosch-home.se, authorized retailers accessed through a 'Hitta en återförsäljare' locator, and authorized service workshops in Stockholm/Mälardalen/Örebro, Gothenburg, and Skåne/Halland, plus additional contract workshops elsewhere in Sweden. The business model is primarily hardware sales (major appliances, small appliances, accessories, spare parts) supplemented by professional service revenue from fixed-price service visits (1,500 SEK with RUT deduction, 2,250 SEK without) plus spare-parts margins; the MyBosch free loyalty program drives retention with 10% member discounts, extended warranty registration up to 10 years, and a 100-day satisfaction guarantee, while promotional campaigns (up to 20% multi-appliance kitchen bundles, cashback offers) are used to drive basket size. Primary customers are Swedish individual consumers and kitchen renovators, with co-marketing compatibility content aimed at IKEA-kitchen buyers as a secondary segment.

Name

BSH Bosch und Siemens Hausgeraete GmbH

Legal name

BSH Bosch und Siemens Hausgeräte GmbH

Website

https://bosch-home.se

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

BSH Bosch und Siemens Hausgeräte GmbH, a 50/50 Bosch-Siemens joint venture, sells Bosch home appliances in Sweden via DTC e-commerce, authorized retailers, and a regional service workshop network, offering cooking, laundry, refrigeration, and cleaning products with the Home Connect smart platform.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Household Appliance Manufacturing (3352), Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (33521), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (423620), Electronics and Appliance Retailers (44921)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634), Wholesale-Electrical Appliances, Tv & Radio Sets (5064)

akta.pro primary industry

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)

akta.pro secondary industries

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Kitchen Countertop Appliances Retail (CRACADAA), Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG)

Keywords

• Home appliances
• Kitchen appliances
• Laundry appliances
• Vacuum cleaners
• Smart home appliances

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Home Appliances Sales: Direct-to-consumer sales of major home appliances including ovens, hobs, hoods, dishwashers, refrigerators, freezers, washing machines, dryers, vacuum cleaners, kitchen machines, coffee machines, and small kitchen appliances. Products sold through e-commerce website, authorized retailers, and service workshops.
2. Accessories and Spare Parts: Sales of replacement parts, accessories, and cleaning products for Bosch appliances. Includes spare parts, attachments for kitchen machines, vacuum accessories, and maintenance products.
3. Service and Repair: After-sales service including repairs, maintenance, and installation services performed by authorized Bosch technicians. Service visits charged at fixed rates with additional costs for spare parts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

BSH manufactures and sells Bosch-branded household appliances across major categories (cooking, dishwashing, refrigeration, laundry) and small appliances (vacuum cleaners, kitchen machines, coffee makers), supplemented by accessories, spare parts, and after-sales service. Products are sold through the company's own e-commerce platform (bosch-home.se), authorized retailers, and an authorized service workshop network across Sweden, with the Home Connect smart-home platform enabling connected appliance functionality.

Product overview

Bosch Home (BSH Bosch und Siemens Hausgeraete GmbH) offers a comprehensive portfolio of high-quality household appliances and home appliances organized into major product categories: cooking appliances (ovens, induction/glass-ceramic/gas hobs, range hoods), dishwashers, refrigeration products (refrigerators, freezers, combined units, French door, wine coolers), laundry care (washing machines, tumble dryers, washer-dryer combos), vacuum cleaners (cordless Unlimited series, bagged, bagless, robot vacuums), and kitchen tools (food processors, hand mixers, blenders, coffee machines). Key product lines include the premium Series 8, mid-range Series 6 and Series 4, and value Series 2. The company also offers the Home Connect smart home platform for connected appliances and the MyBosch loyalty program. Products are available through direct online sales, authorized dealers, and an outlet channel for discounted items.

Differentiator

Problem solved

Functional benefit

Brands

• Home Connect: Smart home appliance platform enabling connected appliances and remote control via smartphone app
• MyBosch

Products and services

• Spis, Ugn, Häll och Fläkt (Cooking Appliances)

Quantifiable outcome

• 18 'Best in Test' wins in large home appliances category (2024)
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• IKEAminorStrategic or Co-development PartnerBosch appliances are designed to be compatible with IKEA kitchen furniture. Bosch provides a dedicated information page for customers who have purchased IKEA kitchens, showing which Bosch appliances fit IKEA kitchen modules and cabinets.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Smeg: Italian design-led appliance brand increasingly present in Swedish premium kitchens. Competes with Bosch's premium Series 8 and accent line products on aesthetics and lifestyle positioning rather than technology breadth.
• Gaggenau: Ultra-premium built-in appliance brand (also under BSH ownership alongside Bosch), which sets the ceiling of the Swedish built-in appliance market and overlaps with Bosch's accent line. Useful for benchmarking the high-end of the portfolio.

Broad incumbents

• Whirlpool: US-based global appliance manufacturer with broad kitchen and laundry portfolios. Operates in Sweden through distribution channels and competes for mid-market share against Bosch's Series 4/6 offerings.
• Samsung Home Appliances: South Korean electronics giant with a broad appliance portfolio (Family Hub fridges, AI-powered washing machines, smart ovens) competing with Bosch across all major Swedish retail channels. A broader incumbent with stronger consumer-electronics brand pull.
• LG Home Appliances: South Korean manufacturer with full major-appliance ranges and aggressive smart-feature positioning (ThinQ platform). Competes with Bosch on price-feature ratio in Swedish mid-market segments.

Direct peers

• Miele: German premium appliance manufacturer with overlapping product categories (cooking, dishwashing, laundry, refrigeration) and a similar 'engineering-quality' brand positioning. Directly competes with Bosch in the premium tier of the Swedish market.
• AEG: Premium appliance brand under Electrolux, directly competing with Bosch in ovens, hobs, dishwashers, and laundry within Sweden. Targets a similar mid-to-premium consumer segment with analogous product lines and after-sales service models.
• NEFF: Built-in appliance brand under BSH (sister brand to Bosch), targeting the same Swedish kitchen-renovation segment with overlapping oven, hob, and dishwasher categories. Provides a useful internal benchmark for Bosch's positioning within the BSH portfolio.
• Electrolux: Stockholm-headquartered global home appliance manufacturer competing directly with Bosch in major kitchen, laundry, and refrigeration categories across the Nordics. Closest direct comparable given overlapping product portfolio and shared Swedish market presence.
• Siemens (Home Appliances): Sister brand to Bosch under BSH Bosch und Siemens Hausgeräte GmbH, offering the same product categories with a more design/tech-forward positioning. Operates in the same Swedish retail channels and benefits from shared BSH manufacturing and service infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BoschHomeNordics
• Facebookfacebook.com/boschhomesweden
• Instagraminstagram.com/boschhomesverige
• Pinterestpinterest.se/boschhomesweden
• LinkedInlinkedin.com/company/bsh-bosch-und-siemens-hausgeraete-gmbh

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 BSH Bosch und Siemens Hausgeraete GmbH