What CHERRY Xtrfy does

CHERRY XTRFY is a Swedish gaming peripherals brand operated by Built on Experience AB and owned by Germany's Cherry GmbH following a 2022 acquisition. Founded in 2015 as Xtrfy and rebranded under the CHERRY XTRFY banner after the acquisition, the company designs, markets, and distributes professional esports-grade mechanical keyboards, gaming mice, headsets, microphones, mousepads, and a deep accessories/spare-parts ecosystem. Its technology stack centers on CHERRY MX mechanical and low-profile switches, hot-swappable switch sockets, TMR (Tunnel Magneto-Resistance) magnetic sensing, ultra-wideband wireless connectivity, and 8000 Hz polling-rate mice with ultra-lightweight (53-55g) solid-shell construction.

The business model is direct-to-consumer hardware sales through the Cherry Shop e-commerce storefront combined with an extensive authorized reseller network spanning more than 50 countries across seven continental regions (North America, Europe, Asia, South America, Central America, Africa, Oceania). Pricing spans $9.99 accessories to $299+ premium peripherals, with revenue generated primarily through one-time hardware purchases plus recurring aftermarket accessories and spare parts. Customer segments are horizontally oriented around competitive esports gamers and enthusiast gamers as primary, with multi-platform gamers as a secondary persona. The brand is differentiated by long-standing esports team partnerships (Team Vitality, SK Gaming, Heroic, NiP, PUBG Esports, Rainbow Six), pro-gamer co-designed peripherals (Rocket Jump Ninja, Kripparrian, HeatoN), and an extensive modular ecosystem of switches, keycaps, cables, and replacement parts that supports high customization.

CHERRY XTRFY's go-to-market relies on sales-led distribution with top-of-funnel demand generation through esports sponsorships and pro-gamer endorsements, mid-funnel newsletter engagement, and bottom-of-funnel conversion through direct e-commerce and global resellers. The company has no public funding disclosures, no publicly reported revenue, no disclosed headcount, and is not listed; it operates as a private subsidiary within the Cherry GmbH portfolio.

Name

CHERRY Xtrfy

Legal name

Built on Experience AB

Website

https://cherryxtrfy.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

CHERRY XTRFY is a Swedish esports-grade gaming peripherals brand owned by Cherry GmbH, designing mechanical keyboards, ultra-light gaming mice, headsets, microphones, and accessories for competitive and enthusiast gamers worldwide, distributed via direct e-commerce and a 50+ country reseller network.

Ownership category

akta.pro rank

Product category

Gaming Peripherals

NAICS

Electronics and Appliance Retailers (44921)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

PC Gaming Peripherals (Keyboards, Mice, Headsets) (CRACAOAC)

akta.pro secondary industry

PC Gaming Peripherals Retail (Keyboards, Mice, Headsets, Controllers) (CRACAFAD)

Keywords

• Gaming peripherals
• Mechanical keyboards
• Gaming mice
• Esports equipment
• Gaming headsets microphones

Headquarters

HQ city

Landskrona

HQ country

Sweden

HQ region

Europe

Offices1 record

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. Gaming Hardware Sales: CHERRY XTRFY generates revenue through the direct sale of gaming peripherals including mechanical keyboards, gaming mice, headsets, microphones, mousepads, and accessories. Products are sold at various price points from entry-level ($9.99) to premium ($299.00+) segments. Revenue is primarily one-time hardware purchases with some recurring accessory and spare parts sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

CHERRY XTRFY designs, manufactures, and sells professional esports-grade gaming peripherals including mechanical keyboards, ultra-lightweight gaming mice, wireless headsets, studio microphones, and gaming mousepads. The company sells these products directly to consumers through its own e-commerce platform and a global network of authorized resellers, with product pricing ranging from $9.99 accessories to $299+ premium peripherals. The brand is sponsored by professional esports teams and offers co-designed products with content creators and pro gamers.

Product overview

CHERRY Xtrfy (formerly Xtrfy) is a Swedish gaming peripherals brand operated by Built on Experience AB, acquired by CHERRY in 2022. The company specializes in professional esports-grade gaming peripherals including mechanical keyboards, gaming mice, headsets, and microphones. The product portfolio centers on core gaming peripherals: headsets (H1, H2, H3 Wireless, HC 2.2), keyboards (K-series including K33, K5, K4, and MX series with premium options like K5 PRO TMR and MX 8.2 PRO TMR), gaming mice (M68, M64, M50, M8, M42, MZ1, M4 series), and studio microphones (Ngale X/R, UM series). The ecosystem extends through extensive accessories including mechanical switches (Cherry MX2A, Kailh, Gateron, Tecsee), custom keyboard parts (keycaps, cables, wrist rests), mouse accessories (grips, glides, bungees), spare parts, and branded merchandise. The brand maintains esports team partnerships with organizations like Team Vitality, SK Gaming, and Ninjas in Pyjamas. Founded in 2015, Xtrfy released the world's fastest gaming keyboard and has won esports Majors and industry awards.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Ultra-fast 8000 Hz polling rate for gaming mice
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Team VitalitycoreGTM or Marketing PartnerMajor esports partnership with Team Vitality featuring multiple product editions including GP5 Vitality Yellow, GP5 Vitality Paris, GP5 Vitality Black, Vitality 10th Anniversary editions, and M68 Pro Vitality Edition mouse. Represents one of CHERRY XTRFY's flagship esports team relationships.
• SK GamingcoreGTM or Marketing PartnerSK Gaming Edition GP5 mousepad partnership with prominent European esports organization.
• HeroiccoreGTM or Marketing PartnerHeroic Rio edition mousepad collaboration with the professional Counter-Strike esports team.
• Ninjas in Pyjamas (NiP)coreGTM or Marketing PartnerLong-standing partnership with NiP featuring multiple mousepad editions (NiP Ice, NiP Volcano, NiP Lightning, NiP Italian, NiP f0rest, NiP GeT_RiGhT, NiP friberg) and M1 NiP edition mouse with illuminated NiP star.
• PUBG EsportsmajorGTM or Marketing PartnerPUBG esports partnership featuring multiple mousepad editions: PUBG XL, PUBG QBZ XL, PUBG LONE SURVIVOR XL, and PGC 2022 Official mousepad for the PUBG Global Championship.
• Rainbow Six Siege (Ubisoft)majorGTM or Marketing PartnerRainbow Six Siege partnership with GP5 Official SI23 mousepad for the Six Invitational tournament.
• Rocket Jump NinjacoreStrategic or Co-development PartnerCo-design partnership with Rocket Jump Ninja (world's no.1 mouse reviewer) for the MZ1 mouse featuring unique adjustable shape. Also includes GPZ1 Zy' s Damage mousepad collaboration.
• KripparrianmajorGTM or Marketing PartnerM4 Kripparrian Red Edition gaming mouse collaboration with popular streamer/content creator, plus GP1 Kripparrian Edition mousepad.
• Emil 'HeatoN' ChristensenmajorGTM or Marketing PartnerGP3 HeatoN edition mousepad and M3 HeatoN edition mouse designed by the legendary CS player and co-founder of NiP.
• ArgaSkånskaMän (ASM)minorGTM or Marketing PartnerASM Jersey merch collaboration and GP1 ASM XL and ASM Large mousepad editions.
• Grayhound GamingminorGTM or Marketing PartnerGrayhound Player Jersey 2019 merch collaboration and GP1 Tropical mousepad edition.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Razer: Razer is a leading PC gaming peripherals maker with direct overlap in mechanical keyboards (BlackWidow, Huntsman), mice (DeathAdder, Viper), headsets, and microphones. It targets the same competitive/esports gamer segment with similar pricing tiers and pro-endorsement marketing.
• SteelSeries: SteelSeries is a direct competitor in esports-grade peripherals, with Apex keyboards, Aerox mice, Arctis headsets, and a deep roster of esports team sponsorships (CS, Dota, PUBG). It targets the same persona and price points as CHERRY XTRFY.
• HyperX: HyperX (now part of HP) is a direct competitor in gaming headsets, keyboards, mice, and microphones, with strong esports sponsorship (Alloy keyboards, Cloud headsets, Pulsefire mice). It overlaps extensively with CHERRY XTRFY's product mix and pro-endorsement GTM.
• Glorious PC Gaming Race: Glorious is a direct competitor in the enthusiast lightweight mouse (Model O/D) and mechanical keyboard (GMMK) space. It competes head-to-head with CHERRY XTRFY's ultra-light mice and custom/hot-swappable keyboards, targeting the same modding and competitive gaming community.
• Endgame Gear: Endgame Gear is a direct competitor in ultra-light competitive gaming mice (OP1, XM2) favored by CS and Valorant pros. It competes in the same esports/gear-enthusiast niche and shares premium pricing and pro-endorsement marketing with CHERRY XTRFY.

Broad incumbents

• Corsair Gaming: Corsair owns multiple gaming peripheral brands (Corsair, Elgato, SCUF, Origin PC) covering keyboards (K100), mice (Dark Core), headsets, and streaming microphones. It competes broadly with CHERRY XTRFY across PC gaming categories and adds a streaming/content creator angle.
• ASUS ROG (Republic of Gamers): ASUS ROG is a broad incumbent gaming peripherals brand covering keyboards (Strix Scope), mice (Gladius, Keris), and headsets, with deep R&D and global distribution. It competes with CHERRY XTRFY across PC gaming categories as part of a wider gaming portfolio.
• Logitech G: Logitech's gaming division is the largest PC gaming peripherals brand globally, offering keyboards, mice, headsets, and microphones across the same categories as CHERRY XTRFY. It is a broad incumbent with overlapping product lines (e.g., PRO X keyboards, G Pro mice, ASTRO headsets) and similar pro-gamer endorsement strategy.

Emerging players

• Pulsar Gaming Gears: Pulsar is an emerging competitor in ultra-light wireless gaming mice (X2, X2H, Xlite) with strong overlap to CHERRY XTRFY's M-series mice. It is smaller in scale but rapidly gaining share in the competitive FPS mouse segment.

Others

• Cherry GmbH (parent): Cherry GmbH is the parent company of CHERRY XTRFY and supplies the proprietary mechanical switch technology (MX, MX2A, MK Crystal Magnetic) that underpins the brand's premium keyboards. It is the upstream technology parent rather than a direct competitor, but its broader MX-branded peripheral line also competes in the same category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cherryxtrfy

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 CHERRY Xtrfy