Deerma (stylized as DEERMA) is a Chinese consumer electronics and home appliance brand that focuses on affordable, design-oriented small household appliances. The brand is owned by Guangdong Deerma Technology Co., Ltd., a publicly listed company headquartered in the Shunde District of Foshan, Guangdong, China. Since its establishment in 2011, Deerma has evolved from an e-commerce-focused startup into an international manufacturer with products available in dozens of countries across Asia, Europe, the Middle East, Africa, and Latin America.1 In the Philippines, the brand maintains an official local storefront and distribution network.2

Deerma was established in July 2011 in Foshan, one of China’s largest manufacturing centres for home appliances. The company initially focused heavily on online retail and e-commerce, capitalising on China’s rapidly expanding digital marketplace. During its early years, Deerma operated both its own branded products and e-commerce services for other appliance manufacturers.1

Major Milestones

2011

• Deerma brand officially launched.
• Began selling humidifiers and household appliances online.

2014–2018

• Expanded research and development capabilities.
• Built dedicated manufacturing facilities.
• Increased investment in industrial design.

2018

• Raised major strategic investment.
• Acquired the global Philips Water business.
• Introduced additional product categories.

2019

• Adopted a strategy centred on multi-brand operations, multi-category expansion, and global growth.
• Entered strategic cooperation with Xiaomi-related partners.

2023

• Listed on the Shenzhen Stock Exchange ChiNext.
• Continued overseas expansion.

2024

• Introduced a refreshed corporate identity.
• Updated its mission to “Make Life Better.”1

Deerma manufactures a wide range of small household appliances, frequently emphasising lightweight designs, minimalist aesthetics, and affordability.12 Major product categories include:

Cleaning Appliances

• Stick vacuum cleaners
• Cordless vacuums
• Wet & dry vacuums
• Robot vacuums
• Dust mite removers
• Carpet cleaners
• Steam mops

Air Care

• Humidifiers
• Aroma diffusers
• Air circulation devices

Kitchen Appliances

• Electric kettles
• Portable blenders
• Coffee accessories

Personal Care

• Hair dryers
• Massagers
• Grooming products

Water Solutions

• Water purifiers
• Water filtration systems

Deerma positions itself as a brand combining practical functionality, modern industrial design, and affordable pricing. Its long-running slogan is:

“DEERMA – Just What You Need.”

The company states that good design should be accessible rather than a luxury.1

Unlike brands that outsource most production, Deerma operates much of its own manufacturing. The company maintains independent R&D teams, industrial design departments, manufacturing plants, quality control facilities, injection moulding production, and assembly lines. Its manufacturing network includes facilities in Foshan, Suzhou, and other Chinese cities.1

Deerma products have received several international design awards, primarily recognising industrial and product design. These include:

• iF Design Award
• Red Dot Design Award
• K-Design Award
• Taiwan Golden Pin Design Award
• Contemporary Good Design Award (CGD)1

Beginning around 2016, Deerma expanded outside China. Today, its products are available in many regions, including Southeast Asia, South Asia, Europe, the Middle East, Africa, and Latin America. The company sells through official online stores, regional distributors, e-commerce marketplaces, and electronics retailers.1 In the Philippines, Deerma has an official local storefront and distribution network.2

Deerma is not owned by Xiaomi. However, the companies have had strategic business relationships. Deerma has cooperated with Xiaomi-related partners and has produced products that appeared within Xiaomi’s broader ecosystem, leading some consumers to associate the brands. Despite this, Deerma remains an independent company with its own brand, management, and publicly traded parent.1

Deerma competes in the value-oriented home appliance market against brands such as Xiaomi, Dreame, Philips, Midea, Philips Water, Simplus, and Perrysmith. Its market position focuses on offering modern features and attractive industrial design at relatively accessible prices.1

According to the company, its mission is:

“Make Life Better.”

Its stated vision is:

“Become an innovative product company loved by one billion users worldwide.”1

Deerma is widely recognised for producing affordable vacuum cleaners, humidifiers, and cleaning appliances. Community discussions often praise the brand for offering good value for money, particularly in entry-level vacuum cleaners, though experiences vary by model and usage.3

1. About us
2. Deerma | Find all your home and electrical appliances
3. Vaccum Recos please except deerma