The story so far
BORA is a young company which has rewritten history even in a short time. Its rapid growth began when Willi Bruckbauer developed and patented his first cooktop extractor system, the BORA Professional, in 2006. The next year, he founded BORA Lüftungstechnik GmbH with one employee.
In 2008, not only was the BORA Professional cooktop extractor launched on the market, it was joined by the BORA Professional Gas Cooktop and a Tepan Stainless Still Grill. At the same time, work started on the development of the induction and Ceran cooktops. Now with two employees, export activities to Benelux, Austria and South Tirol could begin.
In 2009, the company received its first award with the “365 Places in the Land of Ideas” prize. The focus switched to Switzerland, with the market there covered for the first time. The BORA team grew to three employees, who then also provided planning support for retail partners.
2010 was the breakthrough year - and another award came in. With six employees, the company moved to new offices, BORA Classic was launched and BORA Lüftungstechnik GmbH was awarded the German Startup Prize.
The following year saw dynamic growth for BORA: 15 permanent employees and a constant expansion of the product portfolio.
2012 could be described as the international year in the company’s development. Export activities were reinforced leading to the foundation of national companies in Austria and Australia. As a result, BORA presented itself to an international audience for the first time at the famous Eurocucina show in Milan. BORA Classic was awarded the dot product design award, the product range was steadily increased and 27 employees had their hands full coping with the constant increase in demand for the innovative BORA cooktop extractors.
It was still full speed ahead in the company’s sixth year of existence: the BORA Basic all-in-one system was launched onto the market and, from a standing start, was awarded the Plus X Award as the product of the year 2013. As every year, the product portfolio was expanded, as are employee numbers, which had now reached 47. This level of growth required geographical change. BORA moved into its own premises, with new headquarters in the foothills of the Bavarian Alps, and opened its own training centre for retail partners and installation engineers.
BORA's international expansion was also continuing apace. As well as 29 countries in Europe, BORA was already exporting to Australia and New Zealand by 2012. The first BORA showroom opened in Sydney in 2014. Other markets BORA is currently targeting include the Middle East and South Africa. We are currently promoting the end of the extractor hood with the BORA Professional, Classic and Basic in 34 countries.
Since 2012, BORA has been a kit sponsor for professional cycling team Netapp-Endura. The company took over as the main sponsor on 1 January 2015, and the team now competes under the name BORA - ARGON 18 in the most important races, including the Tour de France, the European Classics - known as the 5 Monuments - and many other cycling highlights around the world. For the year 2017, everything is pointing to finally getting promoted into the cycling champions league. Together with new co-sponsor Hansgrohe, everything is in place for competing in the World Tour with the BORA - hansgrohe team. This specifically supports BORA’s export offensive and promotes global awareness of the brand.
There are some more wheels ensuring increased awareness and publicity for BORA: the BORA Cooking Truck hits the road on 16 wheels. The flexible vehicle has an eye-catching glass cube which is fully fitted with all three BORA product ranges. It supports the cycling team at events by providing healthy food, is used for customer events by retail partners and serves as a seminar vehicle. And the company is quite literally taking off with BORA in the air. The glass cube kitchen is lifted to a height of 30 metres using crane technology. This makes cookery demonstrations even more impressive and memorable thanks to the emotional experience.
Some of BORA’s 120 employees are also heading upwards as of the end of 2015. Thanks to the company’s healthy growth, it has taken on new office space on the 7th and 8th floors of a striking tower block with impressive views in Raubling. This should give the 125 employees planned for the end of the year enough space to work effectively.
BORA has already won some prestigious awards in 2016. The ICONIC Award, the German Design Award and the German Brand Award confirm the success of the product and company.
To be continued...
The end of the extractor hood...
...is the beginning of more freedom, beauty,
functionality and efficiency without any ifs or buts.
That is BORA's vision.