Brand profile · Germany
ooni Revenue, search volume and competitors 2026
Scottish maker of portable pizza ovens with a German entity in Bonn, launched on Kickstarter in 2012.
Fact sheet
- Founded
- 2012
- Founders
- Kristian Tapaninaho, Darina Garland
- Headquarters
- Edinburgh (Schottland)
- Company
- Ooni Limited; DE: Ooni GmbH, Bonn
- Employees
- ca. 350 (laut Wikipedia, Stand unklar)
- Die Höhle der Löwen (German TV show)
- Did not appear
Background and milestones
Kristian Tapaninaho missed the restaurant taste that high heat gives home-baked pizza. Because available wood-fired ovens were expensive and bulky, he developed a portable wood-fired pizza oven through prototypes. Together with Darina Garland he launched a Kickstarter project in November 2012.
- 2012
Kickstarter launch of the first portable wood-pellet pizza oven
- 2018
Rebrand from Uuni to Ooni
- 2021
Turnover reported at GBP 208m after GBP 57.2m the year before
SWOT analysis of ooni
Editorial assessment based on the sources listed and the radar data.
Strengths
- Strong brand in the portable pizza oven niche with 18,100 monthly brand searches in Germany.
- Broad range from wood to gas and electric plus accessories.
Weaknesses
- Seasonal, weather-dependent demand for outdoor products.
- The premium price segment limits the target group.
Opportunities
- Accessories and dough products raise revenue per customer.
- Expanding the German presence through the Bonn entity and specialist retail.
Threats
- Growing competition from other pizza oven makers and grill brands.
- After the 2020/2021 growth spike, demand depends on economy and trends.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
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Sources
Frequently asked questions about ooni
How much revenue does ooni make?
ooni generated around 208 million £ in revenue in 2021 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded ooni?
ooni was founded in 2012 by Kristian Tapaninaho and Darina Garland. The company is based in Edinburgh (Schottland).
Was ooni on Die Höhle der Löwen?
No, ooni did not appear on the German TV show Die Höhle der Löwen.
How much does ooni spend on marketing?
ooni does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less ooni has to pay for each visit.
How much revenue does ooni make through Google?
The model estimate combines brand searches and organic traffic of ooni with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know ooni) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of ooni be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of ooni after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for ooni.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.