Who Owns Flex?

Flex was founded in 1922 by Hermann Ackermann and Hermann Schmitt in Stuttgart-Bad Cannstatt, Germany. This founding vision demonstrated exceptional insight into the growing demand for professional power tools while establishing a distinctive approach that would define the power tools category for generations. The company initially produced flexible shaft machines for metalworking, and the brand name "Flex" was derived from these flexible shaft tools. In 1954, Flex invented the first high-speed angle grinder, the DL 9, which revolutionized metalworking and construction. This strategic positioning demonstrated Flex's exceptional ability to create differentiated power tool solutions while maintaining consistent brand positioning and quality standards that would define the brand for decades. The angle grinder became so synonymous with the Flex brand that in many German-speaking countries, "Flex" became the generic term for angle grinders, similar to how "Hoover" is used for vacuum cleaners in the UK.

Throughout the latter half of the 20th century, Flex established itself as a premium German manufacturer of professional power tools, particularly renowned for its grinders, polishers, and metalworking tools. This period of excellence demonstrated Flex's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards across multiple power tool segments. The brand earned a strong reputation among professional tradespeople in Europe for exceptional build quality, durability, and precision engineering. Flex tools were specified by professionals in automotive refinishing, metal fabrication, and construction. This strategic diversification demonstrated Flex's exceptional ability to serve multiple professional segments while maintaining its core brand identity and market leadership in the power tools industry.

In 2013, Chervon Holdings Limited, a major Chinese power tool manufacturer, acquired Flex-Elektrowerkzeuge GmbH. This strategic integration demonstrated Flex's exceptional ability to integrate into larger power tool corporations while maintaining its core brand identity and cultural significance in the power tools industry. The acquisition gave Chervon access to Flex's German engineering expertise and premium brand positioning, while providing Flex with Chervon's manufacturing scale and global distribution capabilities. This strategic partnership demonstrated Flex's exceptional ability to leverage corporate resources while maintaining its distinct power tool identity and market leadership. Under Chervon's ownership, Flex has expanded aggressively into the North American market, launching a comprehensive 24V cordless tool platform designed to compete directly with established brands like DeWalt, Milwaukee, and Makita.

The Flex 24V cordless platform, introduced in the early 2020s, has been well-received by professional contractors for its power output and build quality. This continued evolution demonstrated Flex's exceptional ability to maintain market relevance while adapting to changing power tool requirements and technological advancements. Flex has also maintained its heritage products including professional polishers and grinders while developing new categories including cordless outdoor power equipment. This continued excellence demonstrates Flex's exceptional ability to maintain market leadership while adapting to changing power tools dynamics and corporate requirements. The brand continues to manufacture key products at its facility in Steinheim an der Murr, Germany, while leveraging Chervon's manufacturing capabilities for its expanding cordless tool lineup. This continued success represents a significant milestone in the evolution of professional power tools and consumer-focused equipment solutions.