Anker Bets One Name Can Carry Chargers and Vacuums

Anker is putting Soundcore, Eufy, SOLIX and eufyMake under one name and opening a shop at Kurfürstendamm 21 on September 5. Founder Steven Yang told an IFA press conference in Berlin on September 3 that specialist labels had made sense only while the product lines stood apart.

The company used that hour, billed Ultimate, Unified, to show 22 new products and to say the parent name will now sit on audio, robots, solar kits and an in-home AI box. The shop opens two days into the trade fair, on a street built for people who still buy with their hands.

Steven Yang Folded the Specialist Names Back In

Yang’s line was short, and it is the whole strategy. He has spent a decade letting Soundcore mean headphones and Eufy mean cameras so a charger house would not have to argue it belonged in those aisles.

Category brands made sense when categories were separate. They no longer are.

Steven Yang, founder and CEO, IFA 2026 press conference

The company will now sort the catalogue into two piles, Anker for You and Anker for Home, instead of five public brands. Charging bricks, clip-on buds and sleep gadgets sit in the first pile. Vacuums, cameras, lawn robots, balcony solar and the new MindBase hub sit in the second.

On the Eufy site the rewrite is already live. It lists five product categories under one brand: Anker Charging, Anker SOLIX, Anker eufy, Anker soundcore and Anker eufyMake. The specialist words remain as line tags. The fascia is Anker.

That is a fade, not a hard cut. Soundcore’s and Eufy’s own accounts spent the last week of August posting Berlin teaser clips under the same Ultimate Unified tag, still speaking as separate houses. IFA product sheets still print Anker Soundcore and Anker Eufy. The destination Yang described is one name. The next few catalogues will keep the old words in smaller type.

Eufy and Soundcore Started as a Workaround

Anker began in 2011 after Yang left Google to sell better cables and packs than the cheap ones next to phones. The company later told shoppers it now reaches 200 million-plus consumers worldwide across 146-plus countries, with more than 5,000 staff and 53 percent of them in research. Euromonitor, cited on the corporate brands page, has Anker as the world’s top mobile charging brand by retail value from 2020 through 2024.

Eufy arrived in 2016 as a sister label for robot vacuums, lamps and home kits, because a pack seller walking into that market looked like a tourist. Soundcore did the same job for earbuds and speakers. Projectors lived under Nebula. Car gadgets lived under Roav. The split was a reputation patch: buy the headphone as Soundcore, and you never had to trust a charger logo with your ears.

The patch worked well enough to become a problem. People who own Soundcore buds and an Eufy cam often do not know they already shop at the same firm, so they do not wander into a power station or a 3D printer. Anker Japan’s chief executive said in May that the company would fold Soundcore and Eufy into Anker during 2026, a One Anker plan that Berlin has now made global.

FROM CHARGER HOUSE TO ONE ANKER

1. 2011: Steven Yang founds Anker to sell charging gear.
2. 2016: Eufy launches as a separate smart-home label.
3. 2018: The first Anker shop opens in Japan.
4. September 2025: IFA is used to cut the public roster to Anker, eufy and soundcore, with Nebula and AnkerWork parked under soundcore.
5. May 2026: Anker Japan says Soundcore and Eufy will move under Anker by year end.
6. September 3, 2026: Yang tells IFA the parent name will cover everything the group makes.
7. September 5, 2026: Doors open at Kurfürstendamm 21.

IFA 2025 was the dress rehearsal. Berlin 2026 is the night the specialist logos come off the building.

Charging Still Brings In Half the Money

The group is listed in Shenzhen as 300866 and in Hong Kong as 00668. Yang still holds 43.39 percent. The 2025 annual report is the scale of the wager: this is no longer a cable stall that can rebrand on a whim.

HOW ANKER MADE MONEY IN 2025

Group sales hit 30.51 billion yuan, up 23.49 percent from 24.71 billion yuan, with net profit of 2.545 billion yuan, up 20.37 percent, and a gross margin of 45.07 percent. North America still led on geography at 14.133 billion yuan, or 46.31 percent. Europe contributed 8.151 billion yuan, 26.71 percent of the total, and rose 43.48 percent, the fastest of the three regions. China and other markets added 8.231 billion yuan, 26.97 percent.

Charging and storage still pay the rent. The growth that argues for one name sits in the other two columns, the vacuums, printers, cameras, buds and projectors that used to wear other logos. eufyMake’s UV printer E1 also became the most-funded Kickstarter on record at $44 million, a creative-tools line the parent now wants inside the same promise.

Amazon’s Share of the Till Is Falling

For most of Anker’s life the shelf was Amazon. Until 2017 the company sold only there. The first-half report published in August shows that habit is loosening, which is why a Berlin street shop is more than a trade-fair stunt.

THE FIRST HALF OF 2026

• Group sales: 16.605 billion yuan, up 29.05 percent from 12.867 billion yuan.
• Net profit: 1.702 billion yuan, up 45.86 percent.
• Amazon: 7.699 billion yuan, 46.37 percent of sales, down from 49.97 percent a year earlier.
• Europe: 4.432 billion yuan, 26.69 percent of sales, up 29.34 percent.

For the full year 2025, Amazon still took 15.96 billion yuan, 52 percent of the group. The company’s own sites took 3.13 billion yuan, 10 percent. Offline shops and partners took 9.1 billion yuan, 30 percent, and that slice rose 28 percent, faster than the online side’s 22 percent rise to 21.4 billion yuan. North America in the first half was 7.564 billion yuan, 45.55 percent, up 32.70 percent. China and other markets were 4.609 billion yuan, 27.75 percent.

A three-and-a-half-point drop in Amazon’s share in a year does not make Anker a high-street chain. It does mean the parent name now has to work in a MediaMarkt aisle, a balcony-solar quote and a Ku’damm window, not only in an Amazon search box. Europe is the region where that test is sharpest, because that is where sales have been compounding fastest and where balcony solar, a SOLIX specialty, has a local use case.

The Shop on Kurfürstendamm Opens September 5

IFA’s own listing calls the address Anker’s first standalone store in Berlin. That wording is careful, and it should stay that way. This is not the group’s first shop. Anker has run its own stores in Japan since 2018, including a large Omotesando floor. It opened an experience shop in Belgrade in April 2025, put a themed space in New York’s Times Square in September 2025, and has been adding other rooms in Melbourne and Kuala Lumpur. Berlin is the German street test, timed to the fair, on a boulevard where rent is the point.

The press conference was at 9:30 on September 3 in Hall 2.2, booth 101. The exhibition floor runs September 4 through 8. The shop is a 10-minute argument that the same company that lives in that hall also wants a key to the city.

THE KURFÜRSTENDAMM OPENING

• Address: Kurfürstendamm 21, 10719 Berlin.
• Doors: 10:00 on September 5.
• First 100 guests: opening gifts, with Soundcore AeroClip, Liberty 5, Liberty 5 Pro and a slim 10,000mAh MagGo pack among the listed items.
• Floor gimmicks: a claw machine, a gift with each purchase, free merch for people who signed up online.

Anker’s corporate Instagram has been pointing at that door since late August, with the same gifts and the same 10:00 start.

https://www.instagram.com/ankerinnovations_official/p/DcoPaGNCS4d/

The company says the floor will be arranged around real life, rooms rather than aisles of SKUs. That only works if a visitor who came for a GaN brick is willing to pick up a cam or a mower under the same sign. It also plants Anker inside Europe’s rush to run shops and websites together, a shift that marketplace brands have been slow to fund with their own keys. German brand sites for Soundcore, Eufy and Nebula were already slated to redirect into anker.com/de, so the web and the street are being pointed at the same door.

Twenty-Two IFA Products Wear the Parent Label

The fair haul is the catalogue version of the same wager. A charger house that still gets half its money from power now wants the Anker word on clip-on buds with a THUS AI chip, a robot mower designed in-house, and a home computer that talks to the rest of the stack.

MindBase is the product that only exists if one brand owns the house. Anker calls it the box that can bring a truly autonomous home to life, tying its own kit and Matter devices together while still sitting beside Apple HomeKit, Amazon Alexa and Google Home. It runs what the company names a TrueSmart Agent, with local processing and up to 48TB of expandable storage for recordings, household data and family photos. That is a shot at keeping video and routines off someone else’s cloud, and it is also a reason to care that the vacuum, the doorbell and the balcony battery share a surname.

The MagGo Power Bank 2 Pro is the comfort-zone item with a new boast, a magnetic pack Anker says is the first with a built-in cooling fan, taking an iPhone 17 Pro to 50 percent in 25 minutes. The Soundcore AeroClip 2 and AeroClip 2 Pro put the THUS chip on an open-ear clip and add on-device capture of meetings and calls, with transcripts. The Eufy Robot Vacuum Omni E35 pairs a HydroJet 2.0 self-cleaning roller mop with 35,000Pa of suction. The Robot Lawn Mower S2 Max is Anker’s first mower designed entirely inside the company, with no boundary wire and no RTK mast, plus an arm that extends to cut edges.

IFA’s exhibitor card also parks hearing aids and sleep devices next to Prime chargers and a SOLIX Solarbank Max. The spread is the point. If the parent name can hold a 160W GaN brick and a pair of RIC hearing aids without looking lost, Yang does not need Soundcore as a shield.

What Owners Keep After the Logos Change

The fear this kind of merge always raises is simple: does my Eufy cam still get updates when the box in the shop says Anker. The company’s UK about page tries to close that in one breath, saying it is bringing every brand together under one name and promising one team, one standard, one warranty.

Nothing has changed except the name and the logo.

Anker, UK about page

Apps, accounts and spare parts are the part of that sentence shoppers will test. Eufy’s US site still lists separate support numbers for security, baby and clean, which is a reminder that the back office has not caught the fascia. Argentina’s launch this month still led with Soundcore as the audio line. The old words will linger on boxes, Amazon titles and firmware screens long after Ku’damm 21 is painted.

Cross-buying is the prize Yang is paying those leftovers to get. A Soundcore owner who never opened an Eufy listing is the person the new shop is built to intercept. So is the SOLIX balcony buyer who has never worn Anker buds. The risk sits in the other direction. Soundcore spent years teaching people it was an audio house. Eufy spent years teaching people it was a camera-and-vacuum house. Those lessons were expensive, and they were the reason the charger stigma never followed the buds into the cart.

On September 5 the first 100 people through Kurfürstendamm 21 will walk into a room where a vacuum, a power bank and a pair of clip-on buds share the same sign. That is the wager, with the paint still wet.