STIHL France

What STIHL France does

STIHL France (legal entity: ANDREAS STIHL SAS) is the French national subsidiary of German family-owned outdoor power equipment group Andreas STIHL AG & Co. KG, headquartered in Torcy and founded in France in 1984. It distributes and sells STIHL-branded motorized and battery-powered outdoor power equipment — chainsaws, hedge trimmers, brushcutters, lawn mowers (including the iMOW robotic range), blowers, high-pressure washers, pole pruners, garden shredders, and cut-off machines — through an authorized specialized dealer network complemented by a direct e-commerce site (stihl.fr) with home delivery and Click & Service dealer pickup.

The technical portfolio spans four proprietary lithium-ion battery platforms (ALLPRO next-generation professional, AP SYSTEM 36V professional, AK SYSTEM consumer/semi-pro, AS SYSTEM compact) with Bluetooth-enabled batteries and a multi-charger architecture (AL 301-4 charging four batteries simultaneously), plus Swiss-manufactured precision cutting chains and guide bars, stratified-scavenging 2-stroke engine technology, and the STIHL connected digital fleet management ecosystem (Smart Connector sensors, STIHL connected Box, cloud portal, and mobile app). STIHL France's stated position is as the world market leader in chainsaws with 100 years of brand heritage since 1926.

The business model is hardware-led (one-time unit sales across consumer and professional price points from under €200 to over €1,400), supplemented by recurring revenue from consumables (MotoMix/Moto4Plus fuels, branded oils), accessories, spare parts, and PPE. Go-to-market combines a dealer-dominated B2B2C channel (with expert advice, free trials, maintenance, and warranty servicing) and direct e-commerce. Customer segments span individual homeowners, professional landscapers, forestry and arboriculture professionals, construction, and agriculture. The company won Élu Service Client de l'Année 2026 (Tools category).

Name

STIHL France

Legal name

ANDREAS STIHL SAS

Website

https://stihl.fr

Company type

Private

Founded year

1926

Operating status

Operating

Short description

STIHL France is the French subsidiary of the German family-owned STIHL Group, distributing motorized and battery-powered chainsaws, lawn mowers, trimmers, and outdoor power equipment to consumers, professional landscapers, forestry, construction, and agriculture customers via authorized dealers and direct e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Torcy

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Equipment Sales: Sale of motorized outdoor power equipment including chainsaws, hedge trimmers, brushcutters, lawn mowers, blowers, and blowers. Products sold with or without batteries/chargers as separate components.
2. Accessories and Consumables: Sale of spare parts, guide bars, chains, protective equipment, fuel mixes (MotoMix, Moto4Plus), chain oils, engine oils, cleaning products, and battery systems.
3. Professional Services: Dealer network provides repair, maintenance, and warranty services through authorized STIHL service centers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

STIHL France is the French distribution subsidiary of Andreas STIHL that imports, markets, and sells STIHL-branded outdoor power equipment — chainsaws, trimmers, brushcutters, blowers, hedge trimmers, robotic mowers, and battery-powered tools — to both individual consumers and professional users through an authorized dealer network and direct online sales. The company organizes its offering into separate battery platforms (AK SYSTEM for homeowners, AS SYSTEM for casual use, and AP SYSTEM for professionals) and supports sales with protective clothing, accessories, and dealer-led after-sales service.

Product overview

STIHL France offers a comprehensive portfolio of outdoor power equipment spanning gasoline, battery, and electric technologies. The core product lineup includes chainsaws (MS/MSA series), hedge cutters, brushcutters/string trimmers (FSA series), robotic lawn mowers (iMOW®), conventional lawn mowers (RMA series), blowers (BGA series), and specialized equipment for forestry, landscaping, and construction. The battery ecosystem comprises multiple systems: ALLPRO (next-generation professional), AP SYSTEM (professional-grade 36V), AK SYSTEM (domestic/semi-professional), and AS SYSTEM (compact). The STIHL connected digital platform enables fleet management for professional users through Smart Connector sensors, connected batteries, and cloud-based monitoring. Consumables include MotoMix/Moto4Plus fuels, engine/chain oils, and cleaning products. Accessories cover spare parts, cutting attachments, personal protective equipment, and branded apparel via the official boutique.

Differentiator

Problem solved

Functional benefit

Brands

• iMOW: Robot lawn mowers (robots tondeuses)
• ALLPRO
• AP SYSTEM
• AK SYSTEM
• AS SYSTEM
• STIHL connected
• TIMBERSPORTS

Products and services

• AK SYSTEM battery-powered tools Lithium-ion battery-powered outdoor power tools designed for occasional-use homeowners who want easy-to-use, low-noise, emission-free equipment for general garden maintenance. The AK SYSTEM allows battery interchange across a range of tools.
• AS SYSTEM battery-powered tools Compact quick-use battery tools with integrated batteries aimed at homeowners who need a simple tool for occasional small jobs around the home and garden, eliminating the need to handle separate batteries and chargers.
• AP SYSTEM professional battery-powered tools Professional-grade lithium-ion battery tools built for full-day intensive use by landscapers, arborists, forestry operators, and municipal workers. AP SYSTEM tools deliver high sustained power, weather resistance, and can be managed via the STIHL connected fleet management digital platform.
• STIHL chainsaws STIHL's flagship product category spanning petrol, battery, and electric chainsaws for firewood preparation, property maintenance, professional forestry, arboriculture, and emergency response. Includes consumer-grade models and heavy-duty professional forestry chainsaws.
• STIHL trimmers and brushcutters Grass trimmers and brushcutters for edging lawns, clearing weeds, and tackling thicker vegetation. Available in petrol and battery variants across AK SYSTEM and AP SYSTEM platforms for consumer and professional use.
• STIHL blowers and shredder vacuums Blowers, backpack blowers, and shredder vacuums for clearing leaves, debris, and grass clippings from lawns, driveways, and hard surfaces. Available in handheld and backpack formats across consumer and professional ranges.
• STIHL hedge trimmers Hedge trimmers for trimming domestic hedges, topiary, and professional-scale hedge maintenance. Available in petrol, electric, and battery variants across AK and AP SYSTEM platforms.
• STIHL iMOW robotic mowers Robotic lawn mowers with smart navigation and app-based control that automate residential and small commercial lawn mowing, returning to their charging station between cutting cycles.
• STIHL lawn mowers Walk-behind and ride-on lawn mowers for residential lawns and professional grounds maintenance, offered in petrol, battery, and electric variants.
• STIHL ALLPRO professional equipment range Dedicated STIHL range and merchandising program targeting professional users, bundling AP SYSTEM tools, protective equipment, and accessories under a professional-focused brand identity.
• STIHL protective clothing and personal protective equipment Protective clothing and personal protective equipment — chainsaw protective trousers, helmets, gloves, boots, ear and eye protection — sold alongside STIHL power tools for user safety during cutting, trimming, and forestry work.
• STIHL connected fleet management Digital fleet-management service for professional customers using STIHL AP SYSTEM tools, enabling tracking of equipment location, usage hours, maintenance status, and deployment optimization across multiple job sites.
• STIHL accessories and consumables Accessories and consumables for STIHL power tools, including cutting chains, guide bars, trimmer line, batteries, chargers, two-stroke oil, and lubricants.

Quantifiable outcome

• AP 300 S battery provides 281 Wh capacity at 1.8 kg weight
• +2 more outcomes

Segments5 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• asecosminorStrategic or Co-development PartnerSTIHL partners with asecos to offer fire-resistant battery charging and storage cabinets. Available in two sizes, these cabinets meet technical safety standards for fire protection and feature integrated warning systems, enabling safe storage and charging of 16 or 32 batteries with 400V connection.
• TeleperformancecoreImplementation/ SI/ Consulting PartnerCustomer service operations are handled by Teleperformance SE, located at 21 rue Balzac, 75008 Paris. Teleperformance manages customer inquiries via phone, email, and contact forms as a data processor under a personal data processing agreement.
• Meta Platforms Inc. (Facebook)minorGTM or Marketing PartnerFacebook Pixel and Custom Audiences for advertising targeting, retargeting website visitors, and measuring ad campaign effectiveness.
• Pinterest Europe Ltd.minorGTM or Marketing PartnerPinterest Pixel for displaying personalized ads to Pinterest users based on STIHL products and content viewed on stihl.fr.
• Outbrain Inc.minorGTM or Marketing PartnerContent recommendation widget displaying personalized content suggestions and targeted advertisements based on user behavior on stihl.fr.
• AWIN Ltd.minorGTM or Marketing PartnerAffiliate marketing network for managing affiliate marketing campaigns and tracking traffic referrals from partner websites.
• Andreas STIHL AG & Co. KGcoreOthersParent company of STIHL Group, operating the product registration website preg.stihl.com for registering STIHL machines and managing warranty claims.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Stiga: Stiga is a European outdoor power equipment brand with strong lawn mower and garden tool offerings, distributed through dealer networks across France and other EU markets. Directly comparable product portfolio to STIHL's mowers, riders, and garden equipment.
• Husqvarna: Husqvarna is STIHL's primary direct competitor in chainsaws, robotic mowers (Automower), and professional outdoor power equipment, with a similar European footprint and authorized dealer distribution model. Comparable across nearly every category STIHL France sells.
• Echo Incorporated: Echo manufactures chainsaws, trimmers, and blowers competing directly with STIHL's professional range. Strong presence in forestry and professional landscaping segments with similar two-stroke and battery offerings.
• Cub Cadet (MTD Products): Cub Cadet and parent MTD manufacture ride-on mowers, lawn tractors, and outdoor power equipment directly comparable to STIHL's tractor and lawn mower categories. Strong dealer and big-box retail presence in Europe.

Emerging players

• EGO Power+: EGO Power+ is a battery-native outdoor power equipment challenger whose 56V ARC Lithium platform directly competes with STIHL's AP SYSTEM in cordless mowers, blowers, and chainsaws. Represents the new competitive threat in STIHL's growth category.
• Greenworks Tools: Greenworks is a battery-focused outdoor power equipment brand offering competitively priced cordless alternatives across mowers, blowers, and chainsaws. Targets the same prosumer and consumer segments as STIHL's AK/AS battery systems.

Broad incumbents

• Kärcher: Kärcher is a German cleaning and outdoor equipment manufacturer whose high-pressure washers, blowers, and garden products overlap with STIHL France's cleaning and outdoor categories. Similar premium positioning and European dealer footprint.
• Bosch Power Tools: Bosch's DIY and professional power tools lines, including outdoor battery equipment, overlap with STIHL's consumer and prosumer offerings. Broad incumbent with strong European brand presence and battery platform.
• Honda Power Equipment: Honda Power Equipment offers engines, generators, pumps, and outdoor power products through European dealer networks. While broader in portfolio (automotive parent), it overlaps with STIHL in engines, pumps, and selected outdoor equipment.
• Makita: Makita is a global power tool manufacturer increasingly active in cordless outdoor equipment via its LXT 18V platform, competing with STIHL's battery systems. Comparable on professional-grade battery technology and dealer distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/STIHLFrance
• Facebookfr-fr.facebook.com/stihlFRA
• LinkedInlinkedin.com/company/stihl-france
• Instagraminstagram.com/stihl_france

Compliance1 record

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 STIHL France