Einhell unveils its five-year ambitions and outlook, targeting €2 billion in revenue

In 2015, Einhell revolutionized the market with its Power X-Change range, a unique and universal battery system compatible with all of its cordless tools. This breakthrough demonstrates its commitment to offering ever more practical and efficient solutions. Ten years later, this range now includes more than 10 tools.

Building on this expertise, Einhell is targeting a turnover of €2 billion by 2029, including €120 million in France. To achieve this, the Group and Einhell France are focusing on five main strategic areas: launching a range of high-performance tools dedicated to professionals, penetrating professional distribution networks, expanding its home and garden storage and maintenance solutions, opening a direct sales website, and accelerating its international development.

From a family SME to an international leader

The Einhell story began in 1964, when Hans Einhell handed over the reins of his family business to his nephew, Josef Thannhuber. A recent graduate in electrical engineering with no professional experience, he boldly took on the challenge and laid the foundation for a success story that continues to this day.

From the very beginning, he made strategic decisions by diversifying the business: distribution boxes, transformers for welding tools, battery chargers, and even barbecue equipment. A visionary, he didn't limit himself to Germany. In 1968, he quickly internationalized production in Spain and then in Asia, allowing the company to quickly establish itself on the market. This rapid expansion marked a turning point: in 1987, Einhell went from being a family SME to an international group, becoming a key reference in DIY and gardening tools.

Then a few years later, the company further accelerated its development with the opening of new subsidiaries across the world, including Einhell France in 2008.

Today, Einhell continues to write its history with the same ambition: to innovate and conquer.

Partnerships with globally recognized players

Beyond supporting its customers in carrying out their DIY and gardening work, Einhell works with prestigious partners who share its values ​​of innovation and performance.

In 2021, the group became a “Gold Partner” and “Home and Garden Expert” of FC Bayern, thus affirming its commitment alongside an exceptional team, a symbol of competence, dominance, success and passion.

Two years later, Einhell reached a new milestone by becoming “Team Partner” and “Official Tool Expert” of the Mercedes-AMG Petronas F1 Team, the ultimate symbol of performance, technology, power and endurance.

Doubling turnover within 5 years: ambitions that reflect its performance

Since its inception, Einhell has combined performance with family values. Josef Thannhuber insisted on preserving his uncle's name, and today the company boasts 2.700 employees, 50 subsidiaries worldwide, and nearly 100 business partners.

Between 2016 and today, the turnover of France and the group has doubled. In 2, Einhell reached a historic milestone by surpassing, for the first time, one billion euros in annual turnover. Today, the Einhell Group is thinking big and aims to double its turnover within 2022 years to reach 5 billion euros, including 2 million in France. To achieve this, Einhell is relying on 120 strong and well-defined strategic axes.

Axis 1: Performance, endurance, accessibility: Einhell PROFESSIONAL puts power within reach of professionals, building and green space craftsmen, as well as ambitious DIY enthusiasts

After winning over DIY enthusiasts and amateur gardeners as well as experts, Einhell is taking a strategic step forward in 2025 with Einhell PROFESSIONAL, a range specially designed for building tradespeople (masonry, finishing work, all trades), landscapers and ambitious DIY enthusiasts.

Each tool in this new range is equipped with a Brushless motor guaranteed for 10 years, ensuring exceptional durability, even in extreme conditions: bad weather, intensive use or high-resistance materials.

A redesigned design for professionals

Identifiable by a new look and robust design, this range is distinguished by premium materials and optimized features (enlarged grip area, anti-vibration system, etc.) to meet the requirements of professionals and the most difficult construction sites.

A rapidly expanding range

By the end of 2025, 130 new professional tools will be added to the range: 94 dedicated to DIY and 36 to gardening. Einhell PROFESSIONAL competes with the biggest brands on the market, while offering prices up to 35% lower for equivalent quality.

Axis 2: Penetration of professional distribution networks

Until now, the Einhell tool range has not really allowed for listing in professional distribution networks. High-potential channels, the professional DIY and gardening tool markets represent a significant area of ​​development. Thanks to this new technical, high-performance, and accessible offering, the Einhell PROFESSIONAL range meets the expectations of professionals while adapting perfectly to specialized retail channels.

It is already distributed in several Gédimat stores, and the Centrale Multi-Enseignes Matériaux (CMEM) has just signed an agreement. Since its launch, this offer has already proven itself, with 50.000 sales in eight months, generating a turnover of €8 million.

By 2029, the brand is aiming for a 17% market share.

Einhell PROFESSIONAL in Trading relies on sales concepts that reflect its performance

Einhell PROFESSIONAL is leveraging a new visual identity, redesigned packaging, and innovative in-store sales concepts (fronts, displays, etc.) to strengthen its presence among professionals. Designed to integrate effectively into distribution networks, these devices can be installed at end caps and along traffic aisles, thus maximizing their visibility and commercial impact.

Axis 3: E-CASE-SYSTEM: combined storage solutions to adapt to each project

With the ambitious goal of reaching €2 billion, the Einhell Group is focusing on expanding this range. Already available as bags and cases in three sizes - Small (S), Medium (M), and Large (L) - E-CASE-SYSTEM is expanding with new accessories that complement existing solutions to offer tailor-made combinations. A mobile workshop, a drawer, and an organizer allow you to efficiently collect and organize bits, sockets, adapters, socket extensions, ratchets, and other small tools for quick and convenient access.

An enhanced offering for greater practicality and mobility

Among the new features, Einhell is also introducing a robust and versatile work table, equipped with a side handle for easy transport. It adapts to all types of environments, both indoors and outdoors, and allows you to cut or clamp workpieces with comfort and stability. Its design includes a dedicated storage area for hand tools and accessories for optimal organization.

Continuing with this dynamic, the Group has designed an adaptable plate with grooves that allow several adjacent accessories to be combined on the same level, thus optimizing storage space and practicality. Furthermore, like its SEALED battery, Einhell will launch new cases in November 2025, available in sizes S, M and L, incorporating the same technology for perfect water and dust tightness, thus guaranteeing the protection of tools and accessories.

Axis 4: CLEANING, an already established range to be extended to a rapidly growing market

Einhell is banking on one of the most promising markets to achieve its target of €2 billion in sales within five years: cleaning and maintenance for homes and gardens.

Already well established, the CLEANING range offers multi-purpose solutions including Brillianto, for window cleaning; Cleanexxo, the TE-SV 18 Li-Solo cordless stick vacuum cleaner, the TE-VC 18 Li-Solo and TE-HV 18/06 Li-Solo handheld vacuum cleaners for floor cleaning; Hypresso, for watering, garden and terrace cleaning; as well as several wet and dry vacuum cleaners. To strengthen its position in this market, Einhell plans to expand its offering by 2029 with tactical innovations.

Starting in mid-2025, a new vacuum cleaner compatible with E-CASE-SYSTEM will be launched for easy transport to construction sites, as well as two new domestic stick vacuums. At the end of the year, the brand will offer a portable injector-extractor ideal for maintaining textiles such as sofas, car seats, carpets, and curtains.

Axis 5: Opening of direct sales in France via the Einhell.fr website from 2025

To maximize sales of its products, whether new like the PROFESSIONAL, E-CASE-SYSTEM and CLEANING ranges, or existing ones, Einhell will launch direct sales via its website in France from 2025. This Direct to Consumer (D2C) service, already available in the United Kingdom, Germany and Austria, will allow free presentation of Einhell solutions while offering total independence from traditional commerce platforms.

The Einhell Group accelerates its international development

Einhell, already present in 50 subsidiaries worldwide, is continuing its international expansion by focusing on key markets. The company is placing particular emphasis on acquiring companies and/or partnerships in the United States, as well as in Mexico, South Korea, Brazil, Egypt, India, and the Emirates to strengthen its presence in these strategic regions. With this expansion, Einhell aims to significantly increase its turnover by 2029, thus consolidating its position as the world leader in the power tools sector.

Moreover, since January 1, 2025, Power X-Change batteries and chargers have been manufactured in Europe. This strategic shift aims to strengthen production independence while allowing the company to optimize its supply chain.