Tag Archives: Bora

Leadership Change at Bora: CSO Sven-Michael Funck Departs After One Year

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Bora, the pioneering Austrian brand renowned for revolutionizing kitchen ventilation with its cooktop extractor systems, has announced the departure of Chief Sales Officer Sven-Michael Funck. After just over a year in the role, Funck has chosen to leave the company to explore new personal and professional opportunities.

Funck brought a wealth of industry experience to Bora, having previously spent more than 12 years at Schock, the Lower Bavarian manufacturer known for its premium sinks and faucets. His tenure at Schock included over six years as CSO, where he played a key role in driving international growth and brand positioning.

While Bora has not yet named a successor, the company expressed appreciation for Funck’s contributions during a period of strategic expansion. His departure marks a notable shift in the leadership team as Bora continues to innovate in the premium kitchen appliance sector.

Stay tuned for updates on Bora’s next steps and leadership developments as the company builds on its reputation for design-forward, high-performance kitchen solutions.

Bora is building a new factory

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Bora has embarked on a new chapter by bringing part of its production operations in-house. To achieve this, the company is constructing an innovative ‘vertical factory’ right next to its headquarters in Niederndorf, Tyrol. The project is slated for completion in the latter half of 2026.

Despite the compact plot size of just 6,000 square meters, the three-story facility will maximize its space, offering a total area of 20,000 square meters. Bora founder and CEO, Willi Bruckbauer, shared that the building’s larch façade has been thoughtfully designed to blend seamlessly into the surrounding landscape and panoramic views, ensuring harmony with its natural environment.

Bora CEO Willi Bruckbauer (second from left) together with the governor and the Minister of Tourism and Production of the Tyrol region

Bora Truck Tour 2025 across Europe

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The Bora Truck Tour 2025 kicked off in February from Germany and will cross 12 European countries to inspire the public with its innovative premium built-in appliances.
As many as 45 events in 12 countries in 2025 , organized in collaboration with local partners or retailers to let customers experience first-hand, thanks to engaging show cooking, what until now they had only seen in commercials: this is the DNA of the Bora Truck Tour, the event that started in February from Germany, from the headquarters in Raubling and then touched Poland and Slovenia, Italy, Slovakia and Austria before returning to Germany and heading to Finland for a further transfer to Ireland, the United Kingdom and France before returning to the company headquarters, at the foot of the Bavarian/Austrian Alps.

Boosting Brand Visibility: Bora’s New Campaign for 2025

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Bora has kickstarted 2025 with an innovative multimedia campaign aimed at amplifying brand awareness and driving retail sales.

This campaign showcases Bora’s holistic kitchen concept, offering extraordinary products for extraordinary experiences. The portfolio now includes steam ovens, cooling appliances, cleaning and washing-up systems, lighting, and accessories, in addition to the renowned, cutting-edge cooktop extractors. The campaign underscores how this comprehensive product range delivers complete solutions for storage, marinating, cooking, baking, roasting, steaming, cleaning, vacuum sealing, and lighting.

Building on the success of previous campaigns, which reached millions of consumers, this multimedia initiative highlights Bora’s steadfast support for its international retailer network and its commitment to mutual business growth. The curated package of digital, analogue, and point-of-sale measures aims to enhance Bora’s brand recognition, boost product demand, and attract more consumers to showrooms.

At the heart of the campaign are new TV adverts, set to air over several weeks in five European countries. These engaging commercials are projected to reach over 97 million viewers in the UK alone during January and February. The campaign will also feature on Bora’s Facebook, Instagram, and YouTube channels, supported by SEO, dedicated POS material, and print adverts.

Whirlpool Partners With BORA To Bring Induction Downdraft To US Market

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Whirlpool announced they are joining forces with cooktop downdraft specialist BORA to introduce an induction downdraft cooktop line into the North American market. The news, announced on the eve of kitchen industry’s annual trade show in the Las Vegas, marks the first time a major appliance company has targeted an induction downdraft appliance lineup for the US and Canada.

The announcement comes at a time when induction cooking is starting to finally make inroads stateside. America’s love affair with gas cooktops have kept US adoption of the technology lagging behind that of Europe and other regions, but the design appeal, health benefits, and a slow but steady spread of local restrictions around gas cooktops in new build construction (even as some of these restrictions have been overturned) have led to an uptick in adoption of a technology introduced almost a century ago.According to Whirlpool, the new induction downdraft enabled cooktops will be available in the JennAir and KitchenAid brands in North America starting in the second half of 2025

THE BORA M PURE OFFERS ADDITIONAL FLEXIBILITY

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The new BORA M Pure is the most flexible of the compact cooktop extractor systems. Pots, pans and other cookware of all shapes and sizes fit perfectly onto the cooktops. Roasts for festive meals can be placed on the surface induction cooktop on the right while the left cooktop optimally detects small pans or even espresso makers thanks to the circular induction zones. The new BORA M Pure is a logical progression from our popular BORA Pure cooktop extractor system. It is a premium model that has been designed without compromise for the most flexible and enjoyable cooking experiences. The two surface induction cooking zones on the right can be connected together by the bridging function to create a large zone. This optimally heats large cookware, such is the BORA grill pan. If the roaster is sufficiently large and permanent pan size recognition is enabled, the zones are automatically combined. The two individual cooking zones on the left with zone induction are ideal for smaller pots, pans and espresso makers.

Miele v BORA

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Miele has filed a revocation action against Australian Patent No. 2012247900 in the name of Wilhelm Bruckbauer, CEO of BORA.

Initially, BORA had issued a formal demand regarding Miele’s infringement of BORA’s intellectual property rights by selling downdraft cooking hobs in Australia. After being notified about the revocation action BORA filed a cross-claim alleging patent infringement by Miele.

After extensive examination, BORA considers that the sale by Miele of its downdraft cooking hobs in Australia clearly infringes its Australian Patent and is pursuing its legal options to enforce its intellectual property rights.

BORA will enforce and defend its patents and will not accept any infringement of its intellectual property rights. The management of BORA share the view that its patents and other intellectual property must be respected.

About the company
BORA develops and produces innovative premium built-in kitchen appliances with impressive design standards. The German-Austrian company group positions its portfolio internationally with the claim ‘More than cooking.’ Since Willi Bruckbauer founded BORA in 2007, the company has been committed to revolutionising the kitchen as a living space by questioning the ordinary. Its mission: to offer extraordinary products for extraordinary experiences.

The story began with the innovative cooktop extractor systems, which use intelligent technology to draw cooking vapours downwards and are continually developed through BORA’s own drive for perfection. After the expansion of the product range to include the BORA X BO, a professional steam oven for your home, and the associated BORA multi-drawer, refrigeration and freezing systems as well as lighting followed. BORA products are characterised by outstanding performance, simple cleaning and simple operation. Thanks to their timeless design, they fit perfectly into any kitchen, where they provide fresh air and a clear view.

BORA employs over 500 people, primarily at its sites in Raubling, Niederndorf and Sydney as well as in its flagship stores in Munich and Herford, and sells its products in over 60 countries worldwide.

Back in 2009, the company received its first award within the scope of the innovation contest 365 Orte im Land der Ideen, followed by the Deutscher Gründerpreis and numerous Red Dot Awards, Plus X Awards, German Design Awards, Iconic Awards, German Brand Awards, Good Design Awards and iF Design Awards, among others

BORA New products

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BORA unveiled a series of products during their Product Launch Event

The BORA Pure M with its signature vertical slider made its appearance. Alongside, lighting solutions were introduced, notably the linear pendant light – BORA Horizon, and the vertical pendant light – BORA Stars.
BORA ventured into presenting an extendable vacuum-sealing system for kitchen countertops,
The main highlight in my opinion, however, was the introduction of three freezer solutions. According to BORA, these freezers are designed with intelligent circulating air cooling to ensure optimal temperature stability. An added feature is the integrated odor filter, aimed at reducing unpleasant fridge odors.

BORA branching out into peripheral products like for instance lighting and vacuum-sealing solutions. At first glance, this might seem a departure from their original product – cooktops with integrated exhaust systems. The addition of freezer solutions now rounds off their offerings in the large kitchen appliances segment. It’s going to be fascinating to watch how this once-specialized provider positions itself brand-wise for the future. The coming months will surely demand some additional communication to clearly convey their brand positioning to the market.