Positec Deutschland Gmbh

What Positec Deutschland Gmbh does

Positec Deutschland GmbH is the EMEA headquarters and operating subsidiary of Positec Group, a Chinese-headquartered (Suzhou) manufacturer of battery-powered outdoor power equipment, garden tools, and power tools. The company sells primarily under the Worx brand, launched in 2003, and the heritage Kress brand, founded in 1928 and merged into Positec in 2017. Its product portfolio centers on cordless robotic lawn mowers (the Landroid line), string trimmers, chainsaws, leaf blowers, hedge trimmers, and other garden and DIY power tools. The Cologne-based EMEA operation employs over 350 people, with approximately 140 staff at the Cologne headquarters, within a wider Positec Group workforce of more than 4,000.

The company's core technology platform comprises a set of named proprietary systems: IntelliCut (brushless motor control), VibraFree and Mute (vibration and noise reduction), the 8-Minute CyberSystem (fast-charging), PowerShare (cross-product battery compatibility across Worx and Kress), and Landroid Vision AI (on-device computer-vision-based obstacle recognition for robotic mowing). These technologies are deployed across the hardware range rather than licensed externally. Product development is integrated with the parent group's manufacturing base in China, giving the EMEA arm group-level scale economies that are difficult for standalone European brands to replicate.

The go-to-market model is multi-channel retail distribution. The company sells primarily through major EMEA DIY retail chains (Bauhaus, Obi, Hornbach) and through direct-to-consumer online channels (Amazon, eBay), having maintained retailer relationships for over 25 years. Revenue is generated through hardware sales (one-off product purchases) across the SKU range, with no disclosed subscription, software, or service-revenue component. The customer base spans residential homeowners and garden enthusiasts (primary volume segment) and professional contractors and municipal users (secondary segment targeted for growth). As a private subsidiary of an unlisted parent, Positec Deutschland does not disclose standalone revenue or financials.

Name

Positec Deutschland Gmbh

Legal name

Positec Germany GmbH

Website

https://positec-europe.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Positec Deutschland GmbH is the EMEA subsidiary of Chinese power tool maker Positec Group, selling battery-powered garden and DIY tools under the Worx and Kress brands via major DIY retailers and online channels to homeowners and professional users.

Ownership category

akta.pro rank

Product category

Cordless Power Tools and Robotic Lawn Mowers

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Robotic lawn mowers
• Cordless garden tools
• Cordless power tools
• DIY equipment
• Battery powered tools

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of battery-powered garden tools, power tools, and robotic lawn mowers through retail channels. Products include Worx and Kress branded tools sold globally through DIY retailers and specialty stores.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Positec Deutschland GmbH designs, manufactures and distributes battery-powered robotic lawn mowers, cordless garden tools and DIY power tools sold under the Worx and Kress brands. The German entity functions as the EMEA sales and marketing arm for these two product families, supplying DIY retailers and online marketplaces across Germany and the broader European region.

Product overview

Positec Deutschland Gmbh is a global manufacturing company specializing in battery-powered robotic mowers, garden equipment, and power tools. The company operates two primary sub-brands: Worx (established 2003) and Kress (established 1928). The product portfolio centers on sustainable, battery-powered alternatives to traditional gas-powered equipment. Key product lines include Landroid robotic lawn mowers (with Vision AI model featuring neural network-based computer vision), Kress 8-Minute CyberSystem battery technology, and various cordless power tools. The ecosystem includes the PowerShare battery platform enabling cross-tool compatibility, alongside proprietary technologies like IntelliCut (power-on-demand lawn mowers), VibraFree (vibration reduction for sanders), and Mute (noise reduction).

Differentiator

Problem solved

Functional benefit

Brands

• Worx: Established 2003 brand specializing in cordless power tools and garden equipment for home and professional use. Known for innovations including Landroid robotic mowers, IntelliCut technology, and the PowerShare battery platform.
• Kress

Products and services

• Worx Landroid Robotic Lawn Mower

Quantifiable outcome

• Battery fully charges in 8 minutes
• +8 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• KresscoreOEM/ Whitelabel/ Licensing PartnerKress brand was merged with Positec Group in 2017. The brand focuses on battery-powered tools for professional and home use, representing German engineering excellence. In 2023, Kress launched the 8-Minute CyberSystem setting new global standards for battery performance.
• WorxcoreOEM/ Whitelabel/ Licensing PartnerWorx brand was born at the turn of the millennium when Positec began reshaping the market with reimagined innovations. Since launching in 2003, Worx has become synonymous with pioneering developments and is established in markets worldwide.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• EGO Power+ (Chervon): EGO is a premium battery outdoor power equipment brand owned by Chervon, competing in robotic and walk-behind mowers. It shares the same Li-ion battery-ecosystem strategy as Positec's PowerShare and targets prosumer/premium DIY channels.
• Gardena (Husqvarna Group): Gardena, owned by Husqvarna, is a leading European brand for garden tools, watering, and robotic mowers. It is a direct competitor to Worx in DIY retail across Bauhaus, Obi, and Hornbach.
• Greenworks Tools: Greenworks (owned by Globe Tools Group / Chervon) is a pure-play battery outdoor power equipment brand with strong DIY retail presence in Europe and North America. It is one of the closest direct competitors to Worx and Kress in battery mowers and trimmers.
• Bosch Power Tools / Bosch Garden: Bosch offers cordless garden tools and robotic lawn mowers (Indego) under the Bosch and Gardena brands. It shares the same DIY retail channels as Worx and competes head-to-head in robotic mowing and 18V/36V battery platforms.
• STIHL: STIHL is a leading global manufacturer of chainsaws and professional outdoor power tools, rapidly transitioning its portfolio to battery. It competes directly with Kress in professional-grade cordless tools and is an aspirational benchmark in the EMEA pro segment.
• Husqvarna Group: Husqvarna is the global leader in robotic lawn mowers (Automower) and a broad outdoor power equipment manufacturer. It is the most direct competitor to Positec's Worx Landroid and Kress battery platforms, with overlapping DIY and professional channels in EMEA.

Broad incumbents

• John Deere (Lawn & Garden): John Deere is a dominant incumbent in turf and lawn equipment, particularly for larger properties and commercial mowing. It is a broad competitor rather than a direct robotic-mower rival, but competes in adjacent categories where Positec's Kress pro line targets municipalities.
• Honda Power Equipment: Honda is a broad incumbent in outdoor power equipment (mowers, generators, pumps) with a strong brand in EMEA and North America. It is transitioning to battery/hybrid but remains a benchmark competitor in walk-behind mowers where Positec's IntelliCut competes.
• Ryobi (Techtronic Industries): Ryobi, part of Techtronic Industries, offers an extensive 18V/36V/40V battery outdoor platform and robotic mowers. It competes with Worx PowerShare in DIY channels and shares a similar ecosystem-based GTM strategy.
• MTD Products / Cub Cadet / Robomow: MTD is a broad outdoor power equipment manufacturer owning Cub Cadet and previously Robomow (robotic mowers). It competes with Positec in walk-behind and robotic mowers, primarily via mass-market and professional channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/positec-deutschland-gmbh

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 Positec Deutschland Gmbh