Steamery Stockholm

What Steamery Stockholm does

Steamery Stockholm is a privately-held Swedish consumer products company that designs and sells premium fabric-care appliances and laundry accessories through a direct-to-consumer e-commerce model. The portfolio is anchored by two flagship hardware lines: the Cirrus 3 garment steamer, marketed around a proprietary "Dry Steam Technology," and the Pilo 1 fabric shaver, built on a proprietary "Fabric Shaver System." Complementary ranges include brushes, laundry products, and other accessories, with retail prices spanning roughly $24 for entry-level brushes to $144–$180 for the flagship Cirrus 3 steamer.

The company sells exclusively through its own online storefront rather than third-party retail, shipping to more than 50 countries. Localization infrastructure is in place — including region-specific storefronts such as the en-ae locale and multicurrency support — which suggests meaningful but undisclosed investment in international D2C logistics and payments. Brand positioning centers on Scandinavian design heritage and the functional case for garment steaming as an alternative to frequent dry cleaning.

Revenue mechanics are unit-level e-commerce: hardware and accessory sales at premium price points, supplemented by promotional campaigns such as seasonal Summer Sales to drive volume. Marketing is distributed across owned channels (brand blog, email newsletter, SEO) and major social platforms (Instagram, Pinterest, YouTube, TikTok). Steamery does not disclose funding, headcount, revenue, or leadership in the available material, which constrains visibility into financial scale, capital structure, and growth cadence.

Name

Steamery Stockholm

Legal name

Steamery

Website

https://steamery.se

Company type

Private

Operating status

Operating

Short description

Steamery Stockholm is a Swedish direct-to-consumer brand designing premium fabric-care appliances and accessories — including the Cirrus 3 steamer and Pilo 1 fabric shaver — and selling them to consumers across more than 50 countries through its own e-commerce site.

Ownership category

akta.pro rank

Product category

Garment Care Appliances

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH)

akta.pro secondary industry

Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids) (CRADAKAE)

Keywords

• Garment care appliances
• Fabric steamers
• Clothing care accessories
• Laundry care products
• Textile care devices

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Steamers: One-time purchase revenue from selling fabric steamers (handheld, travel, and floor models). Products are sold at fixed retail prices with occasional discounts during sales events.
2. Hardware Sales - Fabric Care Accessories: One-time purchase revenue from fabric shavers (Pilo series), lint brushes, and clothing brushes. These complementary products support the core steamer product line.
3. Laundry Care Products: Revenue from laundry detergents and laundry accessories, supporting the fabric care ecosystem.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Steamery Stockholm designs, markets, and sells Swedish-designed fabric and garment care appliances and accessories to consumers. Its core offering centers on handheld, travel, and floor steamers that use dry steam technology to remove wrinkles without traditional ironing, complemented by fabric shavers, lint and clothing brushes, and laundry detergents. All products are sold directly to consumers through the company's own e-commerce website.

Product overview

Steamery Stockholm is a clothing care company offering a portfolio of garment care products centered around steam technology. The core product lines include handheld steamers (Cirrus 3 series in multiple colors), fabric shavers (Pilo 1 series), and laundry care products. The portfolio is organized into three main categories: Steamers (handheld, travel, and floor models), Laundry (detergents and accessories), and Accessories (clothing brushes and lint removal tools). The company positions itself around the 'art of everyday care,' emphasizing dry steam technology for garment maintenance without traditional ironing.

Differentiator

Problem solved

Functional benefit

Products and services

• Cirrus 3 Handheld Steamer Handheld garment steamer using dry steam technology to remove wrinkles from clothing and home textiles, available in multiple colors (Sand, Charcoal, Rose, Sage) and targeted at general consumers for everyday at-home use.
• Travel Steamers Compact, portable steamers sized for luggage and on-the-go use, targeted at frequent travelers who need to remove wrinkles from clothing while away from home.
• Floor Steamers Upright, floor-standing steamers designed for larger garment care tasks at home, targeting consumers needing higher-capacity steaming compared to handheld models.
• Pilo 1 Fabric Shaver Electric fabric shaver for removing lint, pills, and fuzz from clothing and fabrics, available in multiple colors (Black, Blue/Navy, Pink) and targeted at consumers focused on maintaining garment appearance and extending clothing lifespan.
• Detergents Specialized laundry detergents formulated for use alongside Steamery's fabric care products, targeted at consumers building an end-to-end Steamery laundry routine.
• Laundry Accessories Accessories for laundry care and garment maintenance, supporting the use of Steamery detergents and the broader fabric care ecosystem.
• Clothing Brushes Brushes designed for clothing care and routine fabric maintenance, targeted at consumers extending the life and appearance of their garments.
• Lint Brush Lint brush for removing lint, hair, and dust from clothing and fabrics, targeted at consumers maintaining the appearance of garments between washes.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Tefal: Tefal (also part of SEB Group) sells garment care products including steamers, irons, and accessories across mass-market retail. Its garment steamer range competes with Steamery's product portfolio, particularly at lower price points and through broader retail distribution.
• Conair: Conair is a US-based consumer products company with an extensive garment and fabric care line including fabric shavers, steamers, lint removers, and brushes. Its fabric shaver and garment steamer categories overlap directly with Steamery's Pilo and Cirrus product lines.
• Philips: Philips is a global consumer electronics and appliance incumbent with a substantial garment care product line including handheld steamers, standing steamers, and irons. Its handheld steamer line directly competes with Steamery's Cirrus 3 across similar use cases and customer segments.
• Rowenta: Rowenta (part of SEB Group) is a major appliance brand specializing in garment care including irons, steamers, and fabric care accessories. It overlaps with Steamery across handheld and standing steamers, but operates as a broad incumbent with extensive retail distribution across Europe and globally.

Emerging players

• Joseph Joseph: Joseph Joseph is a UK-based design-led home products brand with a D2C and retail presence across kitchen, laundry, and household accessories. It shares Steamery's design-driven, premium-positioning D2C playbook and overlaps in laundry and household care accessories.

Direct peers

• Jiffy Steamer: Jiffy Steamer is a US-based specialist in garment steamers for both consumer and professional use. It directly competes with Steamery in the handheld and standing steamer category, with comparable form factors and overlapping target buyers seeking convenient garment care without ironing.
• Oliso: Oliso is a US-based brand specializing in premium irons, garment steamers, and fabric shavers. It competes directly with Steamery's design-led positioning in the handheld steamer category and overlaps in the fabric shaver segment.
• Gleener: Gleener is a Canadian D2C brand specializing in fabric shavers and lint removers. It competes most directly with Steamery's Pilo fabric shaver line, targeting similar sustainability-minded consumers seeking garment care tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@steameryofficial8637
• Instagraminstagram.com/steameryofficial
• Pinterestpinterest.com/steameryofficial/_created
• TikToktiktok.com/@steameryofficial

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 Steamery Stockholm