SCHNEIDER POWER TOOLS

Home > About Us > Brand Overview

Brand Overview

We are a premium DIY-oriented power tool brand, crafted for the discerning maker. From the outset, we focus on performance, safety, and aesthetics. Our tools bear names inspired by mythic power—Hercules for force, Athena for wisdom, Hydros for fluidity, and Arges for energy—ensuring every product embodies craftsmanship and vitality. We believe the right tool can spark creativity. Under our motto ‘Power Your Craft, Ignite Your DIY Journey’, we empower users to turn each project into a journey of creativity and self-realization.

1934+
Founded in 1934
200+
More than 200 employees
150+
More than 150 application areas
2000+
Helping 2,000 companies

Brand Heritage

Founded in 1934, Schneider is an iconic brand of French industrial heritage, transforming from pioneer to market leader in radio and television design in France, where it has opened many factories.From mini radios to push buttons, Schneider's inventions have revolutionised the market.The brand has always stood out for its quality materials, reliable technology, elegant designs and product affordability. Today, this heritage has left a deep and long lasting sentimental attachment.Acquired by Philips in 1970, Schneider brought image and sound technology its two original market sectors to the masses until 2005.

After a decade long absence, Schneider was resurrected in 2015 by our group, and it has expanded its business ever since: as well as image and sound, Schneider now manufactures household appliances, IT devices and professional tools. Schneider also exports internationally.

Brand Milestone

2015

Remaining true to its values.Schneider returns to the consumer electronics market and introduces home appliances

2005

Schneider continues to innovate with one of theworld's first plasma screens

1990

Schneider expands its production to include VCRs and camcorders

1980

Schneider becomes one of the first brands to offer flat-screen TVs with square Corners

1970

Schneider is bought by Philips and begins to sell internationally

1967

Launch of the Poppys range,the first portable TVs in three colors

1963

Opening of a production plant in Le Mans with 1200 employees

1960

Launch of the first portable radio cassette player

1955

Sacha's wife launches the Radio Romance, being a piano lover

1952

The brand becomes a national leader in TV production

1947

Schneider develops its very first television

1939

The Schneider workshop in Paris employs more than 200 workers

1934

First attempts at miniaturizing radios with the Pygmies model

1931

At 25 years old, Jacques Schneider begins developing radios in Paris

Brand Goals

The brand reflects the diversity of today's target market,

represented by a mix of multi generational and multi ethnic people.

The people are presented at different ages:

-years old entering working life -

-years old leading fulfilling professional and family lives-

-old and over looking to enjoy life -

They enjoy simple pleasures and show how happy they are using ourappliances.

Brand Identity

Schneider‘s visual identity is built around green, white, and dark gray, expressing strength, technology, and professionalism.

Green stands for vitality and innovation, white for purity and precision, and dark gray for solidity and reliability.

Together, they create a unified brand image that conveys —Power. Reliability. Professional excellence.

Brand Marketing Strateg

Schneider’s marketing strategy is built around four key pillars — Brand, Product, Experience, and Channel — creating a strong and consistent presence in the professional power tools market.

Brand

With a focus on professionalism, reliability, and performance, Schneider strengthens its global identity through unified visual communication and a clear brand position as a trusted choice for professionals.

Product

Driven by German design standards and strict quality control, Schneider continuously delivers high-performance and smart power tools, using innovation as the engine of brand growth.

Experience

Every detail is designed for precision, comfort, and lasting power, ensuring professionals enjoy an efficient and satisfying user experience that builds brand loyalty and reputation.

Channel

Through a comprehensive global network that integrates online platforms with offline distribution, Schneider ensures a consistent brand image and seamless service across every customer touchpoint.