Who we are and what we do

We offer a rich selection of Smart Home essentials to use in and around your home. We’re a leading player in smart safety, lighting & home appliances with sales teams and legal entities in the Netherlands, Belgium, Germany, France, Spain, the UK, Portugal, Italy, and the Nordics. From our headquarters in Tilburg (approximately 250 colleagues), we serve not only Europe but also the APAC, MENA, and Export markets.

Mission

Everyone should have access to a safe and comfortable home. Our affordable, well-designed appliances and solutions make daily life easier, better and bring more fun.

Vision

Our goal is to create value for our customers by delivering up-to-date home appliances and electronic products, affordable and easy to use for everyone.

Our core values

Committed

We are constantly looking for smart ways to support customers, get the most out of collaborations and to achieve the best results.

Value for money

Delivering quality products at competitive prices, by focusing on excellent execution.

Innovative

We always look for new solutions and appliances to make life easier.

Reliable

We control every step from product selection to after sales ourselves.

Our leadership team

Smartwares Group has a strong legacy in household appliances, delivering a wide range of high-quality products at competitive prices. With decades of experience, we’ve built a trusted portfolio of global brands, including Princess and Tristar, known for offering reliable, value-driven solutions. As we continue to expand and innovate, our brands stand out for their affordability, durability, and ability to meet the diverse needs of consumers, positioning Smartwares Group as a leader in the market.

Erik Raphael

CEO

Robert Bond

CCO

Ide Advokaat

CFO

Yvette Bisschop

Director HR

Our history