Willi Bruckbauer is at the heart of BORA – the visionary, creative mind and driving force behind the groundbreaking cooktop extractor systems. With over 20 years of experience in the kitchen sector, the qualified master carpenter knows what people want from modern kitchens: to create a living space that meets the needs of the individual and makes them happy. Every day.
Extractor hoods are simply not part of this picture: they are loud, ineffective and visibly intrusive. They also restrict the possibilities when designing a kitchen. Willi Bruckbauer’s vision was to invent an effective vapour extraction system that meets the highest standards in terms of both technology and aesthetic appeal. Thanks to continuous experimentation and discovery, an innovative system was devised that draws off cooking vapours more effectively than ever before possible. The reward for our hard work: prestigious awards and accolades such as the ‘Deutscher Gründerpreis’ (German Entrepreneurs’ Award), ‘365 Orte im Land der Ideen’ (‘365 Places in the Land of Ideas’), red dot awards, Plus X Awards, German Design Awards, Iconic Award, German Brand Award, Good Design Awards, iF Design Awards and more.
"When I visit the company, I notice that there’s a special spirit, a special dynamic. Our staff lives and breathes BORA. Our success depends much more on my employees than on me. I just want to act as moderator. I’m incredibly proud of the dedication and passion displayed in our departments each day".
Cook meals and eat healthily: the ‘Hälzybas’ at the two sites enable employees to enjoy a healthy lunch made with organic, regional ingredients – completely free of charge. This literally brings together employees from different teams around the same table. The company uses this good nutrition to support its employees’ health.
BORA has been a main cycling sponsor since 2015, and the BORA – hansgrohe team has been competing in the UCI WorldTour, cycling’s premier international league, since 2017. Since sponsoring is such a great tool for raising a brand’s profile and bringing it to life, the decision to sponsor cycling was a conscious one and, in typical BORA fashion, went against the mainstream.
The passion for cycling at BORA wasn’t the only deciding factor, the sponsorship also has a strategic element to it. BORA has chosen sponsorship that fits in with the company in every way and helps it achieve its marketing objectives. The advertising value achieved through cycling plus the accompanying promotional campaigns have proven effective. Market research shows that there is increasingly greater brand recognition and that these measures have had a positive impact on BORA’s brand image, meaning the effort is paying off. The success of BORA as a company confirms that we are taking the right approach: BORA is growing far more quickly in countries with an affinity for cycling than in others.
However, sustained success is only possible if the sponsoring activities are authentic and if the team and the sponsor share the same fundamental values, uniting them as a “family”. Both the team and the sponsor represent reliability, momentum, courage, performance and strong roots with where they came from. Both love what they do, aren’t afraid to break new ground and don’t shy away from the competition. They both, of course, take a sustainable and careful approach to health, their surroundings and the environment. Willi Bruckbauer summarises the sponsoring relationship as follows: “We combine things that belong together: sport, health, a cosmopolitan outlook, team spirit, ambition and energy. Everything that is part of BORA’s DNA and completes the circle. You wouldn’t believe how many people around the world we’ve encouraged to get involved in cycling through our commitment to the sport – even our staff and retail partners. The team is the perfect ambassador for taking the revolution onto the road.”
We cycle for the cooking revolution.
You can read more about our team here.
Development of an initial prototype
First patent registration, BORA Professional
Development takes off when Will Bruckbauer develops his first cooktop extractor system BORA Professional and has it patented in 2006.
Establishment of BORA Lüftungstechnik GmbH
Willi Bruckbauer establishes BORA Lüftungstechnik GmbH to press ahead with his idea of a more attractive kitchen as the most important room in the house. An important resolution is made at the same time: “The traditional can, should and must be redesigned.”
Launch of BORA Professional
Alongside the BORA Professional cooktop extractor, the BORA Professional gas cooktop and Tepan stainless steel grill are created. At the same time, development of the induction and Ceran cooktops starts. Now with two employees, the company begins to export to Benelux, Austria and South Tyrol.
Receipt of award in the 365 Landmarks in the Land of Ideas competition for innovation
Focus shifts to the Swiss market, which is worked for the first time.
Launch of BORA Classic
Receipt of the Deutscher Gründerpreis (German Entrepreneurs’ Award) in the start-up category
Start of international expansion
Subsidiaries opened in Austria and Australia
First exhibition stand at EuroCucina in Milan
The company begins professional cycling sponsorship (Netapp-Endura team)
BORA Classic receives the Red Dot Award for product design
Launch of BORA Basic as a compact system
New head office opened in Raubling, with its own training centre for retail partners and installers
Broadcasting of the first TV advert
BORA now has 47 employees
Opening of a showroom in Sydney
Further international expansion (29 countries) with the sale of BORA Professional, BORA Classic and BORA Basic
New development: BORA Basic with surface induction
Spatial expansion by moving into the BORA building in Raubling
Main sponsor of the BORA – Argon 18 cycling team
First Tour de France participation as team BORA – Argon 18
First use of the BORA Cooking Truck, BORA in the air
Receipt of the German Brand Award 2016 by BORA Lüftungstechnik GmbH
Receipt of the Iconic Award for BORA Professional
The number of employees is now in the triple figures
Launch of BORA Professional 2.0; presentation at Living Kitchen in Cologne
Awards for BORA Professional 2.0: Red Dot Award 2017 Best of the Best and the Plus X Award 2017: Best Product and others
Start of the BORA Revolution Tour, BORA Cooking Truck
Groundbreaking ceremony for the BORA company building and R&D department, Niederndorf, Austria
Main sponsor of the BORA – hansgrohe cycling team, participation in the UCI World Tour
Signing of the three-time world champion Peter Sagan
Move into the BORA company building in Niederndorf, Austria. The architectural design reflects the company’s values and carries the thumbprint of company founder and master joiner Willi Bruckbauer. The research and development department there has more room for innovative product development.
Eye-catching exhibition stand at EuroCucina in Milan and area30 in Löhne (DE)
First victory at one of the cycling world’s Monuments – the “Queen of the Classics” Paris–Roubaix race. First yellow jersey for the team at the Tour de France (second stage), won by Peter Sagan. Both occasions generate interest in the BORA brand.
BORA Lüftungstechnik receives the Top 100 award
Launch of BORA Pure
Launch of BORA Classic 2.0
Rewards for the new products BORA Pure and BORA Classic 2.0, including the Red Dot Design Award, Iconic Award 2019, Good Design Award, Plus X Award for product of the year 2019 (BORA Classic 2.0)
Plus X Award for best brand of the year 2019
Early extension of the sponsoring contract with the cycling team BORA – hansgrohe to 2021
Peter Sagan wins his record seventh green jersey (points classification), while Emanuel Buchmann comes fourth in the general classification in the Tour de France
BORA – hansgrohe comes in second place in the UCI WorldTour team rankings, and the team achieves stage wins at all three Grand Tours for the first time.
Launch of BORA X Pure
Completion of the expanded BORA building in Raubling opposite BORA’s birthplace – the werkhaus
Further investments in research and development
Contract with BORA – hansgrohe is extended early until 2024. The team clinches stage wins again at all three Grand Tours
Inspiration Days event in Raubling
Launch of the BORA X BO steam oven
Launch of the new BORA S Pure
The BORA Pop-Up Store opens in Munich
Peter Sagan wins the Maglia Ciclamino (points jersey) at the Giro d’Italia.
OUR VISION: THE END OF THE EXTRACTOR HOOD
We are committed to the principle of simplicity. Our products are easy to understand, easy to plan, easy to install and easy to service. We even follow the principle of simplicity in our market development and internal organisation.
BORA is different. We represent differentiation. This relates to not only our products but also our attitude, our communications and our behaviour on the market. We offer surprises – through our products and our marketing: the BORA Truck, the cycling team, the TV adverts – think different.
‘Premium’ at BORA means excellent quality, an eye for detail, outstanding customer benefits and unique design in the relevant range. This definition forms the basis of our positioning. At BORA, premium includes innovation and durability – as manifested by our extended warranty.
We are transparent. We are open. We are reliable. When working with our development partners, global distribution partners and employees, we live by the value of reliability as a cornerstone of our relationships.
We are dynamic. We develop products, markets and people. Dynamism is part of who we are. We search for and offer opportunities, therefore helping our employees to develop. We are dynamic in every regard – in our energy, our fitness and our search for new challenges. Our commitment to cycling goes perfectly with this dynamism.
We have a strong sense of national identity. We are committed to this in everything we do. We are cosmopolitan yet strongly rooted. Our employees and our products are from our region for the world.Our quality and our products are from here. BORA is Made in Germany and Made in Austria. We are committed to this.
We are concentrated and focused. We develop cooktop extractors and put all of our energy, curiosity and skills into this business field alone. We are never distracted. We are specialists, not generalists. We develop for a niche, which has become a market in its own right. We are the original. We are the synonym. We are the cooktop extractor.