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BORA

Company and history

We want to make cooking easier for people and enable them to enjoy a healthier lifestyle and more attractive kitchen environments. We offer our customers a holistic concept with perfectly coordinated products that cover all workflows in the kitchen.

About BORA

What makes BORA special

Willi Bruckbauer is the heart of BORA: a visionary, a creative mind and the driving force behind the revolutionary cooktop extractor systems. With over 20 years of experience in the kitchen industry, the qualified master joiner has an excellent understanding of the essential requirements for a modern kitchen: designing a living space that combines functionality with aesthetics and delights every day anew.

Classic extractor hoods do not fulfil this requirement. They are loud, inefficient and unsightly. They also significantly restrict creative freedom when designing kitchens. gocWilli Bruckbauer’s vision was to develop a powerful extractor system that fulfils the highest technical and aesthetic criteria. His relentless inventive spirit resulted in a groundbreaking solution that extracts cooking vapours more effectively than ever before.

Only by being open-minded and inquisitive, and questioning the status quo can we be progressive.

Willi Bruckbauer CEO

What drives us

We are driven by innovation – we rethink the kitchen, question conventions and courageously strike out in new directions.
Our aim is to develop kitchen solutions that are not only functional but also aesthetically appealing and inspiring. With our innovative cooktop extractor systems, high-performance professional steam ovens and sophisticated refrigeration and freezing systems, we are creating a whole new dimension of cooking and living. Our products combine outstanding technical precision with timeless design and maximum user friendliness. This results in living spaces that impress, enrich everyday life – and form the basis for extraordinary cooking experiences.

Our sites

Niederndorf site

The research and development centre in Niederndorf is BORA’s hotbed of innovation. The site also houses our Marketing, Product Management, International Order Processing and Customer Service departments.

Raubling site

Raubling was the birthplace of BORA – and is still home to our head office with our Administration, Finance and IT departments as well as the BORA Academy.

Herford site

BORA Herford has been a central site in the heart of the kitchen furniture industry since October 2023 and hosts the annual BORA Experience Days each September.

Cycling

Red Bull - BORA - hansgrohe

Teamwork makes the dream work

BORA has been a main sponsor in the world of cycling since 2015 and Red Bull - BORA - hansgrohe has competed in the UCI World Tour, the Premier League of international cycling, since 2017. With the Tour de France 2024, Red Bull became the majority owner and the team has since been named Red Bull - BORA - hansgrohe. The decision to sponsor cycling was very much deliberate and – typically of BORA – against the mainstream, as the sponsorship activity makes the brand better known and more tangible for people.

 

In addition to being a sport that it is passionate about, BORA also associates cycling with a clear strategy. The sponsorship helps it achieve its marketing objectives: increasing brand awareness and boosting brand image, with BORA growing faster in countries that love their cycling. Authenticity is based on shared values such as dynamics, courage and sustainability. Willi Bruckbauer: “We combine things that belong together: sport, health, a cosmopolitan outlook, team spirit, ambition and energy. These all form part of BORA’s DNA. 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.”

 

For the 2024 season, team manager Ralph Denk signed multi-time Grand Tour winner and Olympic gold medallist Primož Roglič with the intention of him securing more top finishes and sharing his knowledge with the team. The team gained further strength for the Classics in 2025 through the addition of Maxim van Gils (Eschborn–Frankfurt winner 2024) and Laurence Pithie (Great Ocean Road Race winner 2024).

Red Bull - BORA - hansgrohe

A new era: the team has competed as Red Bull - BORA - hansgrohe since the Tour de France 2024, strengthened by Olympic gold medallist Primož Roglič.

BORA successes up to 2023

235 wins with BORA as the main sponsor, including 27 national championship titles and 1 world championship title.

Giro triumph in 2022

With a focus on stage races and general classification specialists, Jai Hindley won the first Grand Tour podium position for BORA - hansgrohe at the Giro d’Italia as well as overall victory in the maglia rosa.

BORA and cycling

The team stays true to its principal of promoting young talent and impresses with its open-minded approach to unusual solutions, which have led to athletes joining it from the worlds of mountain biking, ski mountaineering, mountain running and biathlon.

Rise to the WorldTour

Since first becoming main sponsor in 2015 and establishing the main sponsorship partnership with hansgrohe in 2017, the team has greatly developed. Peter Sagan, Pascal Ackermann and Sam Bennett have significantly contributed to its success.

Our history

The BORA Story

“The end of the extractor hood” – this vision gave rise to the establishment of BORA, with the aim of creating more attractive kitchens as living spaces. We regard the kitchen as the heart of the home where people come together and create the freedom for unique design.

Discover the moments that drive our innovations and take the BORA revolution to the next level.

BORA as an employer

Become part of the BORA family

A professional home for ambitious people

Doers’ work with passion and commitment every day to help us achieve success. We promote good health and great performances from our employees, and foster their potential.

 

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.

Awards

Some the awards that we have received

BORA’s focus and the daily endeavours of all employees are true to the vision of the end of the extractor hood. We are delighted that this passion for our kitchen revolution is receiving both national and international recognition. Every accolade, every award and every seal of approval makes us proud and confirms our commitment to quality and design as well as our continual ability to innovate. Our aim is to keep developing trendsetting products and convince not only experts and specialist judging panels, but above all our customers about our vision.