Primus AG Brandschutz

What Primus AG Brandschutz does

Primus AG Brandschutz is a Swiss fire protection specialist that has operated since 1926 as an independent, family-owned (Schoch family) enterprise headquartered in Lyss, Canton Bern, following a relocation from Binningen during the COVID-19 pandemic. The company delivers integrated fire protection solutions spanning portable and mobile fire extinguishers, fire alarm and detection systems (including air-aspiration and networked control panels), smoke and heat extraction systems (RWA), stationary fire suppression systems, and fire hose reel stations. It has progressively transitioned approximately 95% of its portable extinguisher range to fluorine-free formulations in anticipation of Switzerland's PFAS prohibition under ORRChim (effective 2025, full compliance by 2030).

The business operates a multi-revenue-stream model combining one-time equipment sales (including direct-to-consumer e-commerce), recurring maintenance and inspection contracts (e.g., maintenance of Flughafen Zürich's ~2,000 hand extinguishers since 2023), professional fire protection consulting (Brandschutzkonzepte launched in 2024), and training services delivered by over 10 instructors across five languages (German, French, Italian, English, Romansh). Distribution is anchored by more than 90 sales and service locations across Switzerland with a field consultant network, supplemented by an emergency hotline for activated suppression systems.

The company serves a horizontally diversified customer base including industrial and commercial enterprises (e.g., Lidl Switzerland, Kiefer Roten AG), property owners and facility managers, transportation companies (CZV/ADR training), event organizers (OLMA Messen St.Gallen, BEA Bern), critical-infrastructure operators (notably SBB / Swiss Federal Railways via the 2024 Betriebszentrum Romandie project comprising 6 networked fire alarm systems, 700+ detectors, and 18 suppression systems), and residential consumers. It is self-described as one of Switzerland's leading fire protection brands in product quality and market share, with no public listing, no disclosed funding rounds, and no M&A activity.

Name

Primus AG Brandschutz

Legal name

Primus AG

Website

https://primus-ag.ch

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

51–100 employees

Short description

Primus AG Brandschutz is a Swiss family-owned fire protection specialist, founded 1926, selling and maintaining fire extinguishers, alarm systems, and suppression equipment across 90+ service locations in Switzerland for industrial, infrastructure, event, and residential customers.

Ownership category

akta.pro rank

Product category

Fire Protection Services

NAICS

Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)

akta.pro primary industry

Fire Pump Inspection, Testing & Service (IMAIAJAF)

Keywords

• Fire protection equipment
• Fire safety consulting
• Fire extinguisher services
• Fire alarm systems
• Fire safety training

Headquarters

HQ city

Lyss

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fire Protection Equipment Sales: Sale of fire extinguishers (hand-held and mobile), fire safety articles, safety signs, fire detection systems, smoke and heat extraction systems, stationary fire fighting systems, and fire alarm systems. Products include accessories and spare parts. The company operates an e-commerce shop for direct sales.
2. Maintenance and Service: Ongoing service, maintenance, and inspection of fire protection equipment including fire extinguisher inspection, installation, and support for existing systems. The company operates over 90 service locations across Switzerland.
3. Training Services: Fire safety training programs including fire extinguisher training, CZV and ADR training (for transport), virtual training, and in-house training. Delivered by more than 10 instructors in multiple languages.
4. Fire Protection Consulting: Comprehensive fire protection concepts including advisory services, on-site assessments, action plans, and organizational fire safety measures (SiBe-Brandschutz, evacuation planning, escape route management).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Primus AG provides integrated fire protection solutions in Switzerland, including the sale and distribution of fire extinguishers (hand and mobile), fire detection and alarm systems with networked control panels, smoke and heat extraction systems (RWA), stationary fire suppression systems, fire hose stations, and safety articles. These products are complemented by fire protection consulting (Brandschutzkonzepte), professional maintenance and inspection services, rental of fire extinguishers for events, and multilingual safety training programs. The company operates through more than 90 sales and service locations across Switzerland.

Product overview

PRIMUS AG is a Swiss fire protection specialist offering integrated fire safety solutions since 1926. The product portfolio centers on firefighting equipment (hand fire extinguishers, mobile units, fire blankets), fire detection and alarm systems (including air-aspiration systems and networked control panels), fire suppression systems (stationary systems, sprinklers), smoke/heat extraction systems, and fire hose stations. These hardware products are complemented by comprehensive services including fire protection consulting (Brandschutzkonzepte), professional extinguisher maintenance, and training programs delivered in five languages. The company operates through over 90 locations across Switzerland and has transitioned approximately 95% of its portable extinguishers to fluorine-free formulations since 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Handfeuerlöscher (Hand Fire Extinguishers)

Quantifiable outcome

• Approximately 95% of portable fire extinguishers are now fluorine-free (PFAS-free)
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Johnson Controls: Global provider of building technologies including fire detection (Tyco/FCI), suppression, and integrated security. Comparable at the product level but serves the Swiss market through a much broader facility management and building automation portfolio.
• Bosch Sicherheitssysteme: European security and fire safety systems provider with detection, alarm, evacuation, and integrated building solutions. Comparable in fire alarm systems but operates as a broad security/safety incumbent rather than a dedicated fire protection specialist.
• Siemens Smart Infrastructure: Global incumbent offering integrated building automation, fire safety, and security solutions. Comparable at the product layer (fire detection, alarm, suppression) but addresses the market as part of a much broader building technology portfolio rather than a dedicated fire protection specialist.
• Honeywell Building Technologies: Global building technologies provider including fire detection, alarm, and life safety systems alongside HVAC and security. Comparable in fire alarm and detection offerings but competes with Primus only as part of broader enterprise building portfolios.

Direct peers

• Securiton AG: Swiss-headquartered specialist in fire detection and alarm systems, security, and process safety. Directly comparable to Primus AG as a domestic Swiss fire protection specialist serving industrial, commercial, and infrastructure customers with similar product and service portfolios.
• Wagner Group (Minimaux Viking Group): European fire detection and suppression specialist active in industrial and commercial markets. Comparable to Primus in fire alarm systems, suppression solutions, and integrated safety offerings for enterprise customers.
• Chubb Fire & Security (Carrier): European fire protection and security services provider (part of Carrier Global) operating across detection, suppression, extinguishers, and maintenance. Comparable to Primus in service-led fire protection but with broader geographic footprint and integrated security portfolio.
• Minimax GmbH: German fire protection specialist offering extinguishers, suppression systems, detection, and service across Europe. Directly comparable as a full-service fire protection provider with similar hardware-plus-service business model and recurring maintenance revenue streams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Primus-AG-Brandschutz-100063741121225
• LinkedInlinkedin.com/company/primus-ag
• Instagraminstagram.com/primusag

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Primus AG Brandschutz