Smeg

Smeg, which stands for Smalterie Metallurgiche Emiliane Guastalla, started in 1948 in the small Italian town of Guastalla. Vittorio Bertazzoni Sr. founded the company as an enamelling and metalwork shop, but it quickly moved into domestic appliances. Today, Smeg is known worldwide for its 1950s-inspired retro aesthetic, turning everyday kitchen tools like toasters and stand mixers into design statements. The company remains family-owned, with the Bertazzoni family still at the helm, and it celebrated its 78th anniversary in 2026.

Smeg's product line spans refrigerators, dishwashers, ovens, cooktops, stand mixers, toasters, blenders, scales, cutlery, soda makers, and cookware. The brand's signature look, with rounded edges and pastel colors, has earned it a cult following. Recent launches include a new air fryer unveiled at Eurocucina 2026, set for a September 2026 release, and a soda maker designed with deepdesign that lets you customize carbonation levels. Smeg also runs creative marketing campaigns, like the collectibles series with New World supermarkets in New Zealand, which launched in July 2026.

Smeg competes in the premium appliance space, going head-to-head with KitchenAid in stand mixers, as Food & Wine noted in a 2026 review, saying the Smeg mixer gives KitchenAid a run for its money. The brand is available through major retailers including Best Buy, Amazon, and Nordstrom, and its products regularly appear in lifestyle media. While Smeg doesn't disclose revenue, its premium pricing and global presence suggest a strong market position. [edit]