Leifheit AG

What Leifheit AG does

Leifheit AG is a German publicly listed household products company headquartered in Nassau, Germany, and traded on the Frankfurt Stock Exchange under ticker LEI. The company designs, manufactures, and distributes practical household goods across three core categories: Clean Home (floor mops, brooms, steam cleaners, battery-powered vacuum cleaners, window cleaners, dusters, and accessories), Fresh Laundry (standing and rotary clothes dryers, wall dryers, ironing boards, and ironing accessories), and Smart Kitchen (kitchen helpers, serving utensils, storage solutions, vacuum sealers, and preserving equipment). Its product differentiation rests on proprietary mechanical and ergonomic technologies, most notably the patented CLEAN TWIST spin handle system for wringing mop covers without hand contact with dirty water, the automatic line retraction system in the Linomatic rotary dryer family, the Easy-Lift and Easy-Close-Comfort mechanisms, and the modular Leifheit Click System that allows one handle to connect with multiple cleaning attachments. Leifheit also operates Soehnle as a wholly-owned subsidiary brand, producing personal scales, body analysis scales, kitchen scales, and indoor air products including aroma diffusers, with the Soehnle Connect mobile app providing data tracking for connected scales.

The company sells through a hybrid go-to-market model combining direct-to-consumer e-commerce via country-specific leifheit.com storefronts with retail distribution across Germany, Austria, Italy, France, Spain, Portugal, and the UK, supported by social media presence on Facebook, YouTube, and Instagram, email newsletters, and third-party product reviews via Bazaarvoice. Revenue is generated entirely through hardware product sales, with consumable replacement economics (mop covers washable up to 200 times, microfibre duster heads up to 50 washes) creating an attach stream on top of initial equipment purchases. Pricing is not publicly disclosed. The customer base is the broad individual consumer market for household cleaning, laundry care, and kitchen tasks; there are no named enterprise customers or B2B contract signals in the source data, making the revenue base highly distributed and dependent on aggregate European retail sell-through. Leadership comprises CEO Alexander Reindler, COO Igor Iraeta Munduate, and CFO Marco Keul.

Name

Leifheit AG

Legal name

Leifheit AG

Website

https://leifheit.com

Company type

Public

Operating status

Operating

Short description

Leifheit AG is a German publicly listed household products company that designs and distributes cleaning tools, laundry care products, and kitchen aids across Europe through retail and direct e-commerce, operating the proprietary Click System and CLEAN TWIST technologies alongside its wholly-owned Soehnle scale brand.

Ownership category

akta.pro rank

Product category

Household Products

NAICS

Small Electrical Appliance Manufacturing (335210), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Electric Housewares & Fans (3634)

akta.pro primary industry

Dusters & Dusting Tools (CRAJAIAE)

akta.pro secondary industry

Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Household cleaning products
• Laundry care equipment
• Kitchen utensils
• Clothes drying solutions
• Personal weighing scales

Headquarters

HQ city

Nassau

HQ country

Germany

HQ region

Europe

Offices1 record

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 Product Sales: Leifheit generates revenue through the sale of physical household products including cleaning tools (mops, brooms, dusters), laundry care products (clothes airers, rotary dryers, ironing boards), and kitchen aids (kitchen scales, utensils, vacuum sealers). Products are sold through direct e-commerce and retail distribution.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Leifheit AG manufactures and sells branded household products under its own Leifheit brand and the Soehnle sub-brand. The core offering spans floor cleaning systems (CLEAN TWIST mops, brooms, steam cleaners, window vacuums, dusters), laundry care products (Pegasus standing dryers, Linomatic rotary dryers, ironing boards), and kitchen aids (serving utensils, vacuum sealers, BBQ tools, preserving equipment), with Soehnle adding personal scales, body analysis scales, kitchen scales, and aroma diffusers. Products are sold directly to consumers through leifheit.com and through retail distribution across multiple European countries.

Product overview

Leifheit AG is a household products company offering three main product categories: Clean Home (floor cleaning and care products including mops, brooms, steam cleaners, vacuum cleaners, window cleaners, dusters, and accessories), Fresh Laundry (clothes drying solutions including standing dryers, rotary dryers, wall dryers, and ironing products), and Smart Kitchen (kitchen helpers including serving utensils, preparation tools, storage solutions, vacuum sealing, and preserving equipment). The company also owns the Soehnle sub-brand, which produces personal scales, body analysis scales, kitchen scales, and indoor air products including aroma diffusers. Key product lines include the CLEAN TWIST Ergo mop system with patented spin technology, the Linomatic rotary dryer series with automatic line retraction, the Pegasus standing clothes airer series, the SUPERDUSTER microfibre duster range, and various kitchen helper series (ProLine, Sterling). The proprietary Leifheit Click System enables modular connectivity between handles and cleaning attachments. Soehnle Connect App provides mobile tracking for weight and body composition data from connected scales.

Differentiator

Problem solved

Functional benefit

Brands

• Soehnle: Brand specializing in personal scales, body analysis scales, kitchen scales, and indoor air products including aroma diffusers and replacement filters. Operated as a subsidiary of Leifheit AG.

Products and services

• Pegasus 180 Solid Black Clothes Airer Free-standing clothes airer in black/anthracite with 18 metres of drying length for indoor and outdoor use; features parallel legs for stable positioning and folding side wings for space-saving storage.
• Pegasus 200 Solid Black Clothes Airer Standing clothes dryer with stable wings and multiple clothes hangers for indoor and outdoor drying of laundry.
• Linomatic 500 Deluxe Cover rotary dryer Rotary clothes dryer with automatic line retraction, 50 metres total line length, Easy-Lift System, and protective cover; holds up to 5 washing machine loads. Made in Europe.
• CLEAN TWIST Ergo Disc Mop Set Floor cleaning system with telescopic handle featuring spin technology, 6-litre bucket with spinning wringer, and micro duo mop; allows wringing without touching dirty water, handle adjustable from 109-140 cm.
• CLEAN TWIST M Ergo floor-wiper set Floor mopping system with patented spin handle technology and super-soft mop cover; recommended by the German Parquet Industry Association for cleaning wooden floors. Mop cover machine-washable up to 200 times at 60°C.
• CLEAN TWIST M Ergo mobile floor-wiper set Mobile floor mopping system with integrated trolley and 360° castors; includes spin technology, height-adjustable handle (110-140 cm), and super-soft wiper cover for delicate floors.
• SUPERDUSTER XL duster Feather duster with washable 360° microfibre fabric head, XL size for large areas, and ergonomic handle made from recycled plastic; machine washable up to 50 times at 40°C. Compatible with the Leifheit Click System.
• Parkett broom Xtra Clean 30 cm Parquet broom with innovative X-shaped bristles and soft natural hair for gentle cleaning of sensitive parquet and laminate floors; 30 cm sweeping width. Compatible with Leifheit Click-System handles.
• Soehnle Personal Scales Range of personal weighing scales including digital and analogue models for home bathroom use.
• Soehnle Body Analysis Scales Connected body analysis scales that measure weight, body water, muscle percentage, and calorie consumption, syncing with the Soehnle Connect App.
• Soehnle Kitchen Scales Kitchen weighing scales available in digital and analogue variants for precise food measurement during cooking and baking.
• Hook rail ProLine Metal wall-mounted hook rack with 11 adjustable hooks for space-saving storage of kitchen utensils; includes extension adapter for joining multiple rails.
• Meat fork ProLine Stainless steel meat fork with ergonomic oval-shaped handle combining stainless steel with black plastic; features hanging eyelet and is dishwasher safe.
• 2 in 1-tongs turner stainless steel Versatile BBQ tool combining spatula and tongs functions with heat-resistant nylon front (up to 160°C) and stainless steel handle; one-handed operation with lock mechanism.
• Laundry pegs 25er Set Set of 25 clothes pegs (15 blue, 10 red) with extra soft clipping surface and wide handles for comfortable application.
• Leifheit Click System Modular cleaning platform allowing one handle to connect with multiple cleaning tools (squeegees, brooms, window squeegees) via a single click, enabling space-saving storage and cross-product compatibility.

Quantifiable outcome

• SUPERDUSTER XL duster head can be washed up to 50 times at 40°C without losing cleaning performance
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fiskars Group: Finnish-listed Fiskars operates a broad household tools portfolio (Fiskars, Iittala, Wedgwood) including brooms, scissors, and kitchen tools that directly overlap Leifheit's product range. Comparable multi-brand, multi-category consumer durables model with European and global distribution.
• Brabantia: Dutch household brand specializing in laundry care (rotary dryers, ironing boards), waste bins, and kitchen storage. Direct overlap with Leifheit's Fresh Laundry category and similar design-led premium positioning in the European market.
• Emsa (GEDEA Group): German household brand offering kitchen aids, garden products, and household accessories with strong DACH retail presence. Comparable mid-sized German consumer goods company targeting similar end-consumer use cases in cleaning and kitchen.
• Vileda (Freudenberg Home & Cleaning Solutions): Vileda is Freudenberg's household cleaning brand and Leifheit's closest direct competitor, offering mops, brooms, gloves, and window cleaners across Europe. Both companies compete head-to-head in floor-care and dusting tools with overlapping retail distribution in Germany and broader EU markets.
• Werner & Mertz: German manufacturer of branded and professional cleaning products (Frosch eco-brand, emsal, Green Care Professional). Comparable DACH-based household cleaning player with strong retail distribution and overlapping sustainability positioning.

Emerging players

• Joseph Joseph: UK-based design-led kitchen and cleaning tools brand with overlapping kitchen helpers and bathroom cleaning categories. Comparable premium positioning, multi-channel retail distribution, and focus on clever functional design.
• Withings: French consumer health tech company producing connected scales, body composition analyzers, and health-tracking devices. Direct competitor to Soehnle in the connected personal scales category with stronger software and app ecosystem.

Broad incumbents

• Henkel (Cleaning & Laundry): Henkel's Consumer Brands division includes Persil, Vernel, and Somat — dominant laundry and home care brands across Europe. Adjacent competitor in the household cleaning category but focused on chemical/cleaning agents rather than tools.
• Scotch-Brite / 3M: 3M's Scotch-Brite brand competes in scrubbing pads, mops, and cleaning tools globally. As a diversified industrial conglomerate, 3M competes with Leifheit on cleaning tools but with much broader category and geographic reach.
• Swiffer / Procter & Gamble: P&G's Swiffer is the dominant disposable floor-cleaning brand globally and competes directly with Leifheit's CLEAN TWIST mop system. As a deep-pocketed incumbent with massive marketing scale, Swiffer sets the price/feature benchmark for Leifheit's premium reusable alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/LeifheitAG
• Facebookfacebook.com/LeifheitUK
• Instagraminstagram.com/leifheit_uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Leifheit AG