Steamulation

What Steamulation does

Steamulation is the consumer brand of Schmidt Innovations GmbH, a privately held German GmbH headquartered in Lohr am Main that designs, manufactures, and sells premium and luxury hookahs (shishas) and a broad accessory ecosystem. The company's product portfolio spans 14+ series across multiple price tiers, including the flagship Ultimate series (featuring proprietary Airflow Control / Durchzugstechnologie and the Dual Connection System), the Exclusive and Superior mid-to-high tier series, and the more accessible Pure [+] and Mini/Xpansion Mini portable lines, with prices ranging from approximately €5 for accessories to €499.90 for flagship hookahs. Underlying technology is mechanical engineering–driven rather than software-driven, focused on adjustable draw resistance, fast and stable proprietary closure systems, heat management accessories, and interchangeable components that span generations.

Steamulation sells almost exclusively through its own direct-to-consumer e-commerce storefront (shisha-steamulation.de), with international shipping to 40+ countries via UPS Express Saver (€16.90 standard) and free domestic shipping in Germany for orders above €199. A dedicated B2B registration program serves retailers and hookah lounges with separate business terms. Payment is processed via PayPal, Klarna (pay later and installment), Mollie (credit card), and SEPA direct debit. The customer base is horizontally segmented between individual hookah enthusiasts (primary) and B2B business customers (secondary), with no named anchor accounts or institutional investors disclosed. The company operates with 11–50 employees, is led by Managing Director Alexander Schmidt, and has received industry recognition including 'Shisha Product of the Year' (2017) and 'Best Hookah 2023' at the Fairgo Cup / FGC 2023 trade show.

Name

Steamulation

Legal name

Schmidt Innovations GmbH

Website

https://www.shisha-steamulation.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Steamulation (Schmidt Innovations GmbH) is a German manufacturer and direct-to-consumer retailer of premium hookahs and a 77+ SKU accessory ecosystem, selling online to individual enthusiasts and B2B retailers across 40+ countries.

Ownership category

akta.pro rank

Product category

Premium Hookahs (Shisha)

akta.pro primary industry

Hookah Tobacco Retail (Shisha) (CRANADAJ)

Keywords

• Luxury hookahs
• Shisha manufacturing
• Airflow control technology
• Hookah accessories
• Premium smoking products

Headquarters

HQ city

Lohr

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. Product Sales (B2C): Direct sales of luxury hookahs and accessories to individual consumers through their e-commerce store. Products include multiple series (Exclusive, Superior, Ultimate, Pure, Mini) with varying price points from approximately €6.99 to €499.90.
2. B2B / Business Customer Sales: Sales to business customers through B2B registration program, targeting retailers and commercial hookah establishments.
3. Accessories and Spare Parts: Ongoing sales of replacement parts, accessories, and consumables including bowls, hoses, mouthpieces, cleaning products, and heat management accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Steamulation designs, engineers, and manufactures premium and luxury hookahs (shishas) featuring proprietary airflow control and dual connection systems, alongside an extensive ecosystem of compatible accessories. Products are organized into multiple series (Exclusive, Superior, Ultimate, Pure, Mini, Xpansion Mini, Pro X Prime II) spanning entry-premium to ultra-luxury price points, with extensive color and configuration options. The company sells directly to consumers worldwide via its own e-commerce store with international shipping, and serves business customers through a separate B2B registration program.

Product overview

Steamulation is a luxury hookah (shisha) manufacturer operated by Schmidt Innovations GmbH, a German company headquartered in Lohr am Main. The product portfolio consists of multiple distinct shisha series positioned at different market tiers: the flagship Exclusive Series for highest-end luxury, Superior Series for premium design-focused users, Ultimate Series for high-performance engineering with Airflow Control technology, Pure Series for lightweight portability, and Mini/Xpansion Mini for compact travel use. Each series has evolved through multiple generations (Gen.I, Gen.II, Gen.III), indicating ongoing product development. Beyond core shishas, the company offers a comprehensive accessory ecosystem including bowls in multiple colors, mouthpieces, hose adapters, heat management devices, cleaning tools, lighting accessories, and upgrade sets. The Ultimate series features proprietary innovations including Airflow Control technology for adjustable draw and the Dual Connection System described as 'the fastest, most stable and most flexible closure in the world.' Products are sold directly through the company's e-commerce store with international shipping to numerous countries.

Differentiator

Problem solved

Functional benefit

Brands

• Exclusive Series: Luxury shisha series featuring premium materials and engineering. Available in Gen.I, Gen.II, and One variants.
• Superior Series
• Ultimate Series
• Pure Series
• Mini Series
• Xpansion Mini
• Pro X Prime II

Products and services

• Exclusive Series (Gen.I, Gen.II, One Gen.II) Premium luxury shisha series featuring sophisticated engineering, refined design, and superior craftsmanship. The flagship top-tier line offered across Gen.I and Gen.II variants.
• Superior Series (Gen.I, Gen.II, One Gen.II) Mid-premium shisha series combining minimalist design with maximum functionality, positioned as a timeless icon.
• Ultimate Series (Gen.I, Gen.II, Gen.III [+], One variants, Ultimate Black Gen.III [+]) High-performance flagship shisha series featuring proprietary Airflow Control technology for adjustable draw resistance and the Dual Connection System. Includes Ultimate Black Gen.III [+] as first black colorway. Priced €399.90–€499.90.
• Pure Series (Pure, Pure One, Pure [+]) Lightweight, portable shisha series designed for easy handling and pure smoking experience, with minimalist design focused on essential functionality.
• Mini Series Compact, travel-friendly shisha designed for portability and convenience, with a smaller footprint suitable for mobile use.
• Xpansion Mini Compact shisha with expandable or modular features, combining portability with enhanced functionality options.
• Pro X Prime II Premium shisha model in the Pro X product line, representing the second generation of the Pro X Prime series.
• Upgrade Sets Curated bundles of accessories and components to customize and enhance Steamulation shishas. Includes the Ultimate + Upgrade Set priced at €49.90 for adding functionality to Ultimate models.
• Bowls (Replacement and Upgrade Glass Bowls) Replacement and upgrade glass bowls for Steamulation shishas, available in multiple colors including Clear, White Matt, Black Matt, Crystal, Gold/Silver/Graphite/Amber/Orange/Pink/Blue/Emerald Green Metallic variants.
• Schlauchadapter (Hose Adapters) Adapters for connecting hoses to shisha stems, including 3-piece adapter sets specific to Ultimate Gen.III models.
• X Blow Off+ Sleeves Blow-off sleeves for managing smoke release and enhancing airflow control during smoking sessions, part of the proprietary X Blow Off+ System.
• Smokebox | HMD (Heat Management Device) Heat management devices and smoke boxes for optimal tobacco heating and smoke production, including the branded Steamulation Heat Management System.
• Beleuchtung (LED Lighting Accessories) LED lighting accessories including the AO Eclipse LED light base (7cm diameter) with remote control for illuminated shisha vases. Priced €9.90.
• Reinigung (Cleaning Products) Cleaning products including AO head brushes with brass bristles, AO HMD brushes, AO smoke column brushes, AO boobie brushes, and Hookah-Fit water pipe cleaner (500ml). Priced €4.99–€7.99.
• Kohle & Zubehör (Coal and Accessories) Charcoal accessories including coal tongs (e.g., AO Giant coal tongs 30cm at €6.99), charcoal lighters, wind protection, charcoal baskets, and natural charcoal products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MOZE: German premium hookah manufacturer competing head-to-head with Steamulation in the engineered, design-led luxury segment. Closest analogue by geography, positioning, and price point.
• Dschinni: German shisha brand offering premium hookahs and accessories across multiple product lines. Direct competitor in both DTC and European B2B hookah channels.
• Wookah: Polish premium hookah manufacturer known for wood-and-metal craft hookahs. Comparable on premium positioning, design emphasis, and international DTC distribution.
• Amy Deluxe: Established German hookah brand with broad product portfolio. Comparable as a German-engineered hookah manufacturer serving both enthusiast and B2B markets, though positioned slightly below Steamulation's ultra-premium tier.
• Khalil Mamoon: Egyptian manufacturer of traditional, handcrafted premium hookahs. Comparable in premium shisha hardware positioning, with strong international enthusiast following and similar craftsmanship-led brand.
• B2 Hookah: German shisha brand marketing premium hookahs with extensive color customization. Directly competes with Steamulation's configurable product strategy and German DTC positioning.
• Caesar Hookah: German-engineered premium hookah maker with multiple product lines and accessories. Comparable on premium German manufacturing, multi-tier lineup, and direct-to-consumer emphasis.
• Hookah John: US-based premium hookah and accessory specialist. Comparable in enthusiast-focused premium positioning, accessory ecosystem breadth, and direct-to-consumer e-commerce distribution.

Broad incumbents

• Starbuzz: Large US-headquartered shisha brand spanning tobacco, hookahs, and accessories. Comparable on premium brand-building in the hookah category and international distribution, though broader in scope.
• Fumari: Established US shisha tobacco and accessory brand with a recognizable enthusiast following. Comparable as a premium shisha lifestyle brand with DTC and retail reach overlapping Steamulation's audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/steamulation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Steamulation