Princess Smart Electric Kettle

Princess is a historically Dutch brand that has become a prominent name in the small domestic appliance market. Founded in 1994 by Aad Ouborg in Breda, Netherlands, the company initially gained international fame for inventing the 'baking plate,' an innovative concept that revolutionized home cooking and entertainment. Over the decades, Princess expanded its portfolio to include a wide range of smart and traditional appliances, from air fryers to high-tech kettles.

In 2010, the brand was acquired by Germany's WMF Group, which further bolstered its international presence. However, in 2013, Princess returned to Dutch ownership when it was acquired by the Smartwares Group (formerly Smartwares Home Essentials). As of 2026, the brand continues to operate under the Smartwares Group umbrella, headquartered in Tilburg, Netherlands.

While the brand's design and engineering roots remain firmly in the Netherlands—often featuring 'Dutch Design' collaborations—manufacturing is primarily outsourced to facilities in China and other global locations to maintain its competitive 'value-for-money' pricing strategy. The Smartwares Group itself is backed by major investment firms such as NPM Capital and H2 Equity Partners, ensuring the brand's continued growth in the global smart home market.