We welcome resellers from all over the world!

Princess was founded in 1994 in Breda, the Netherlands and is the founder of the baking plate. With this innovative item, the concept of fun cooking has been giving a new meaning to households worldwide.

Today, Princess is part of the Smartwares Group and offers a wide range of 180 household appliances across 20 categories, varying from jug kettles to vacuum cleaners and from hot air fryers to multi cookers. Princess appliances are sold in over 63 countries; with many households worldwide using Princess products. Princess items are known for their beautiful designs, smart features and premium brand allure, but always at affordable prices. Innovation is our top priority: we continually translate global trends and developments into surprising products, such as the successful Raclette Pure range with bamboo housing. Many of our products are internationally patented.

Thanks to this vision, Princess has grown into a successful and strong brand throughout Europe. Princess adds value to every assortment.

Online business account

With an online business account you can easily and quickly order our products through our B2B portal. Do you already have an online business account? Click on the link below to log in.

Go to the B2B webshop

No online business account yet?

Do you not yet have an online business account and would you like to have access to our B2B webshop? Please contact our sales department. We are happy to help you.

Contact us

Become a Smartwares Merchant

You can become a merchant of Princess and start selling our products easier than ever. If you become a merchant you will get an online business account for the Smartwares Group webshop in which you can find our whole Smartwares assortment and take advantage of exclusive promotions. Furthermore, you will be able to buy products of our other carried brands in the webshop. Curious about our other brands and stories? Visit our corporate website to see which other brands we offer.

  • Consult our prices and stock of our assortment 24/7
  • Add list of item numbers in 1 click to the shopping basket
  • Take advantage of exclusive price promotions in our webshop
  • Quick access to our latest innovations
  • Order directly and wihtin seconds from our whole Smartwares assortment

Did you know that Princess is part of the Smartwares Group?

Smartwares Group is a global player with several brands in the field of security, lighting and small domestic appliances for in and out of home. Thereby, Smartwares Group provides comfort and safety in and out of home by offering a broad assortment of products with affordable prices and smart solutions.

Each step in the process of a product has been controlled for. From product selection to aftersales. We deliver what we promise. Furthermore, we are continuously seeking for new smart solutions to make your life at home even more safe, comfortable and easier.

The Smartwares Group products come with clear and convenient packages and easy-to-use and crystal clear user manuals. All our products have been extensively tested and meet the requirements of several important European inspection authorities like KEMA, TÜV/GS and EMC/CE.

If you want more information about the Smartwares Group, please visit our corporate website. Are you looking for imagery in high resolution? On Icecat you can download this for all of our products.


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