Sebo Stein& Co. Gmbh

What Sebo Stein& Co. Gmbh does

SEBO Stein & Co. GmbH is a privately held German manufacturer of vacuum cleaners and floor care equipment, founded in 1978 in Velbert by Klaus Stein and Heinz Kaulig. The company develops and produces upright, cylinder (canister), battery-powered cordless, and carpet cleaning systems for both household and commercial/contract cleaning segments, with all products except the BALANCE A1 cordless line manufactured in-house at its Velbert headquarters. SEBO is the self-declared world market leader for high-quality upright vacuum cleaners in the commercial/contract cleaning sector and has sold over eight million units cumulatively since founding.

The company's technology stack is built around proprietary engineering: approximately 90% of installed components are SEBO's own developments, including patented Airbelt impact protection, sensor-controlled automatic height adjustment, S-Class three-stage filtration certified to retain 99.98% of house dust mite allergens, multi-stage cyclone separation, and diamond-dust-coated polishing pads. The firm holds patents in the U.S. and other jurisdictions and emphasizes German engineering quality, durability, and long-term spare parts availability over disposable product design.

SEBO's go-to-market is exclusively indirect, relying on a network of qualified specialist retailers and authorized dealers (no direct factory sales), complemented by trade show presence at IFA Berlin, ISSA Interclean Amsterdam, and PULIRE Milan. It sells hardware (one-time purchase) at price points ranging from approximately €239 for entry-level AIRBELT K1 cylinder vacuums up to €599 for the PROFESSIONAL D9 commercial upright. It also captures extended warranty registration revenue (2-4 year manufacturer warranty) and operates a global distribution footprint across 19 countries through dedicated SEBO entities in markets including the U.S., Canada, U.K., France, Australia, New Zealand, the U.A.E., and South Africa. Notable institutional customers include the White House, Buckingham Palace, the German Bundestag, and Leading Hotels Worldwide properties.

Name

Sebo Stein& Co. Gmbh

Legal name

SEBO Stein & Co. GmbH

Website

https://sebo.de

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

SEBO Stein & Co. GmbH is a privately held German manufacturer founded in 1978 that develops and produces upright, cylinder, and cordless vacuum cleaners for household and commercial cleaning, selling exclusively through specialist retailers across 19 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Velbert

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vacuum Cleaner Sales (Hardware): Primary revenue from selling vacuum cleaners across domestic (household) and commercial (professional/object) segments. Products include upright vacuum cleaners, cylinder/bag vacuum cleaners, battery-powered cordless models, and carpet cleaning systems. One-time purchase model with optional extended warranty registration.
2. Extended Warranty Registration: SEBO offers free manufacturer's warranty of 2, 3, or 4 years depending on model. Extended warranty activated through online registration within 30 days of purchase. This drives customer loyalty and potential service revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

SEBO Stein & Co. GmbH develops and manufactures upright, cylinder, and cordless vacuum cleaners plus floor care equipment for both domestic households and commercial/contract cleaning applications. The company offers two distinct product pillars — a domestic household line (BALANCE A1, AIRBELT E/K/D, FELIX, AUTOMATIC X, SEBO DUO) and a commercial/professional line (SOFTCASE BP60, AUTOMATIC XP, EVOLUTION, BS 360/460, DART, PROFESSIONAL D, SEBO DISCO) — with approximately 90% proprietary components and primary manufacturing at Velbert, Germany.

Differentiator

Problem solved

Functional benefit

Brands

• BALANCE: Cordless battery-powered vacuum cleaner product line including BALANCE A1 and BALANCE A1 PRO OCEAN models.
• AIRBELT
• FELIX
• AUTOMATIC X
• SOFTCASE
• EVOLUTION
• BS 360/460
• DART
• PROFESSIONAL D
• DUO/DUO-P

Products and services

• SEBO BALANCE A1 Cordless battery-powered bagless vacuum cleaner for household use, targeting families, pet owners, and allergy sufferers. Features multi-stage cyclone technology, EPA 10 micro-hygiene filter, and lightweight 2.3kg design with up to 48 minutes runtime.
• SEBO AIRBELT E Cylinder vacuum cleaner for households combining power and lightness with Airbelt impact protection, S-Class filtration, BOOST function (up to 1,200W), and stainless steel telescopic tube.
• SEBO AIRBELT K Compact cylinder vacuum cleaner with textile Airbelt bumper, S-Class filtration, suited for households needing a smaller, maneuverable appliance.
• SEBO AIRBELT D Extra-power cylinder vacuum cleaner with 15.5m cleaning range, 6L filter bag volume, S-Class filtration and BOOST function for households requiring extended cleaning sessions.
• SEBO FELIX Flexible and agile upright vacuum cleaner with 90° vertical/180° horizontal turning swivel neck, modular attachment system, and S-Class filtration for households needing maneuverability around obstacles.
• SEBO AUTOMATIC X Versatile upright vacuum cleaner with sensor-controlled automatic height adjustment for carpets and hard floors, S-Class filtration, BOOST function, and extension tube with 2.60m additional reach.
• SEBO DUO Carpet cleaning powder system that works with SEBO brush vacuum cleaners (DUO/DUO-P) for both domestic and commercial deep carpet cleaning and maintenance.
• SEBO SOFTCASE BP60 Battery-powered commercial cordless vacuum cleaner with 60-minute runtime, designed for professional cleaners and facility managers needing cable-free operation in commercial spaces.
• SEBO AUTOMATIC XP Commercial upright vacuum cleaner for professional cleaning operations, including the AUTOMATIC XP10 variant, designed for daily heavy-duty use in offices, hotels, and facilities.
• SEBO EVOLUTION Professional upright commercial vacuum cleaner (EVOLUTION 350) emphasizing durability, user-friendliness, and service-friendliness for daily professional cleaning.
• SEBO BS 360/460 Twin-motor upright commercial vacuum cleaner with COMFORT electric carpet brush and HEPA filtration, designed for professional deep carpet cleaning in commercial environments.
• SEBO DART Professional brush vacuum cleaner with unique swivel-tilt join and integrated hose nozzle (DART 1, DART 2, DART 3) for commercial cleaning operations.
• SEBO PROFESSIONAL D Professional cylinder vacuum cleaner designed for commercial use, including the PROFESSIONAL D9 model (first SEBO vacuum cleaner with electric carpet brush, launched 2023). Extra volume and operating radius for uninterrupted professional cleaning.
• SEBO DISCO Ultra High Speed Suction Floor Polisher with patented diamond dust-coated plate for maintaining and polishing surfaces without water or dust exposure, for commercial floor care.

Quantifiable outcome

• 99.98% of house dust mite allergens retained with S-Class filtration
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• KLEIN (Wholesaler)minorChannel Partner/ Reseller/ Distributor · 1 January 2024Wholesale partner working with SEBO to test SOFTCASE BP60 at Christian retirement homes in Lützeln. Demonstrates partnership approach for commercial facility solutions.
• Windsor IndustriescoreStrategic or Co-development Partner · 1 January 1979US distribution partner since 1979. SEBO machines were distributed as Private Label products in some markets. Windsor relationship was foundational for US market entry and international expansion.
• Ege CarpetsminorGTM or Marketing PartnerCarpet manufacturer partner that recommends SEBO products. Listed as recommended partner on SEBO commercial website alongside other carpet industry companies.
• Object CarpetminorGTM or Marketing PartnerCarpet manufacturer partner recommending SEBO products. Included in SEBO's network of commercial carpet industry partners.
• Halbmond TeppichwerkeminorGTM or Marketing PartnerCarpet manufacturer partner recommending SEBO vacuum cleaners for carpet care and maintenance.
• Findeisen NadelvliesminorGTM or Marketing PartnerNeedle felt carpet manufacturer partner endorsing SEBO commercial cleaning equipment.
• Infloor GirloonminorGTM or Marketing PartnerCommercial flooring manufacturer recommending SEBO products for professional floor care.
• Paul H. Geißler GmbHminorGTM or Marketing PartnerCarpet manufacturer partner supporting SEBO commercial vacuum cleaner recommendations.
• Tretford TeppichminorGTM or Marketing PartnerCarpet manufacturer recommending SEBO for professional carpet maintenance and cleaning.
• Werterhalt.orgminorGTM or Marketing PartnerOrganization (Value Preservation) partnering with SEBO to promote sustainable floor care and maintenance practices.
• interserohminorOthersWaste management and recycling partner for commercial appliance disposal. SEBO registered with interseroh (registration number 130515) to provide legally required return options for commercial customers at public take-back facilities.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Miele: German premium vacuum cleaner and home appliance manufacturer with comparable premium positioning, Made-in-Germany manufacturing, and focus on durability. Miele is a direct peer in the high-end domestic vacuum cleaner segment where SEBO competes, with very similar distribution through specialist dealers and warranty-led value proposition.
• Dyson: Premium consumer vacuum cleaner innovator with strong brand and patented cyclone/filtration technology (a direct parallel to SEBO's cyclone technology and S-Class filtration). Dyson competes with SEBO in the premium consumer segment while also pressuring the broader category through innovation leadership.
• Nilco: Commercial cleaning equipment manufacturer with a strong presence in contract cleaning and floor-care vacuums. Nilco addresses the same commercial/professional customer segment (cleaning contractors, facility managers) as SEBO's world-leading commercial upright line.
• Lindhaus: Italian premium vacuum cleaner specialist focused on commercial/professional upright vacuums and carpet cleaning systems. Lindhaus competes head-to-head with SEBO in the commercial upright segment where SEBO is the world market leader, making it the most direct niche competitor.
• Numatic: UK manufacturer of commercial and domestic vacuum cleaners (the famous 'Henry' range). Numatic is a direct peer in the commercial upright vacuum market where SEBO claims world market leadership, with comparable focus on durability, repairability, and the contract-cleaning customer base.
• Vorwerk (Kobold): German family-owned direct-sales and premium household brand, with the Kobold vacuum cleaner line a direct competitor to SEBO's premium domestic line. Both emphasize durable engineering, premium pricing, and a network-based service model, making Vorwerk a highly comparable peer.

Emerging players

• iRobot: Category-defining autonomous robotic vacuum cleaner company (Roomba). While SEBO does not currently compete in robotics, iRobot represents the structural shift threatening traditional upright/cylinder formats and is an emerging competitive threat to SEBO's domestic consumer franchise.
• Roborock: Fast-growing Chinese robotic vacuum specialist with strong product reviews and aggressive global expansion. Roborock competes against SEBO via the robotic category shift that is reshaping consumer demand for floor-care, making it an emerging challenger relevant to SEBO's forward-looking competitive position.

Broad incumbents

• Philips: Global consumer electronics and home appliance major with an established vacuum cleaner portfolio. Philips is a broad incumbent competing in consumer vacuums across price points, including cordless stick and robotic formats that increasingly pressure SEBO's traditional domestic business.
• Bosch (BSH Home Appliances): Major household appliance manufacturer with a broad vacuum cleaner portfolio including cordless, robot, and traditional models. Bosch is a broad incumbent competing across multiple price tiers SEBO does not address, but it shapes the consumer floor-care market through scale and retailer relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SEBODeutschland
• Facebookde-de.facebook.com/SEBO-Deutschland-394262167277560
• LinkedInsebo.de/en/about-us/company/sebo-worldwide
• Instagraminstagram.com/sebo_deutschland

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 Sebo Stein& Co. Gmbh