Midea Owns 10 Major Home Appliance Brands

Midea Group, headquartered in China, owns at least 10 home appliance brands globally. The company, which first created plastic bottle caps and automobile components in the 1960s, has grown into a giant of the industry through strategic acquisitions and brand development.

While Midea once operated largely as an original equipment manufacturer for other companies, it has start a global shopping spree in recent years. It now controls a diverse portfolio covering everything from budget dorm room essentials to luxury European kitchen suites.

Toshiba Appliances

Midea purchased an 80.1% controlling stake in Toshiba Lifestyle Products & Services Corporation in 2016. This acquisition gave Midea control of Toshiba's entire home appliance division. Today, Toshiba microwaves, window air conditioners, and washing machines carry the Japanese brand's name but are manufactured with Midea's scale and efficiency.

Eureka Vacuums

The American vacuum cleaner brand Eureka was acquired by Midea from Electrolux in 2016. Midea used this purchase as an entry into the competitive vacuum market. It has since revived the Eureka lineup with cordless stick vacuums, robotic vacuums featuring LIDAR mapping, and pet-hair models, all positioned at budget-friendly price points on platforms like Amazon and in stores like Walmart.

Comfee for Small Spaces

Unlike Toshiba and Eureka, Comfee was developed internally by the Midea group. The brand targets young renters and first-time home buyers with tight budgets and small spaces. Its product line includes retro-styled mini-fridges, portable air conditioners, countertop dishwashers, and compact washing machines, all designed with aesthetics and space-saving in mind.

Luxury Acquisitions: Teka and Intra

To capture the ultra-luxury European market, Midea acquired 97.38% of the Spain-headquartered Teka Group in 2025. Teka specializes in high-end built-in kitchen appliances, luxury sinks, and premium induction cooktops. This move aimed to give Midea instant credibility and a foothold in the high-margin world of luxury kitchen renovations.

As part of the Teka acquisition, Midea also gained Intra, a premium Scandinavian design brand. Intra's specialty is high-end stainless steel sinks, sleek kitchen fixtures, and architectural hardware, embodying a minimalist, functional design philosophy. This allows Midea to offer complete, high-end architectural solutions to European builders and luxury designers.

Other Brands in the Portfolio

The Midea empire includes several other brands. Coolfree is another brand under the Midea umbrella. The company's strategy involves using different brands to target specific market segments, from budget to mid-range to luxury.

By owning these brands, Midea can cater to virtually every segment of the home appliance market. The company use its global manufacturing capabilities to support brands with heritage, like Toshiba and Teka, while also cultivating its own youth-focused labels like Comfee.