Anker Is Deleting Its Own Sub-Brands — All of Them

For a decade, Anker grew by naming things. Speakers became Soundcore. Cameras and vacuums became Eufy. Home batteries became Solix. Printers became eufyMake. On Thursday in Berlin, the company started deleting all of it.

At IFA 2026, Anker Innovations said its five category sub-brands will be pulled under one banner — Anker — as part of a "One Anker" strategy that goes global over the coming months. The company also used the show to launch 19 products and to open its first standalone retail store.

The logic is the kind of thing brand consultants have been saying to founder-led hardware companies for years. Soundcore and Eufy overlapped in the smart-home aisle, competed for the same shelf space, and forced the company to buy awareness four or five times over. Every marketing dollar built a different asset.

The comparison being made everywhere, including by Anker itself in spirit, is Apple after 1997: fewer names, one storefront, one promise, control of the retail environment where the promise is made. The Berlin store is the tell. A company that has spent its life inside Amazon search results is buying a room where it sets the lighting.

The risk is equity. Soundcore has real credibility with audio buyers who have never thought about who makes it, and Eufy owns a specific kind of trust in home security — a category where trust is the product. Collapsing them means betting that the master brand can carry categories the sub-brands earned on their own.

Anker has decided that one strong name beats five decent ones. The next 12 months of migration will show whether shoppers agree.