About Fridja

Wellbeing starts at home

I’m Ben, and I started Fridja in 2010. The idea was simple: make home appliances that work properly, look good on the side and make everyday jobs a little easier.

It’s still the brief for everything we make.

Ben Fridja, Founder

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Ben Fridja, Founder
  • 200,000+happy customers
  • 342k+products sold
  • 95%positive reviews
  • 27countries we sell in

As seen in

Our story

From one steamer to a home full of ideas

  1. The first Fridja clothes steamers from 2010 in pink, blue, yellow and white
    2010

    It started with a steamer

    Our first product was a clothes steamer, built to work properly and look good doing it. It came in pink, blue, yellow, black and white.

  2. Steaming a shirt backstage at a London fashion show in 2012
    2012

    Backstage at fashion week

    Stylists and dressers were soon using our steamers backstage at fashion weeks in London and Berlin.

  3. Ben Fridja pitching the Fridja steamer range on BBC Dragons' Den, 2015
    2015

    Into the Dragons’ Den

    In 2015 I pitched Fridja on BBC Dragons’ Den, which put the brand in front of a much bigger audience.

  4. Steaming a denim shirt with the Fridja f10 handheld steamer
    2017

    The f10 handheld steamer

    Our first handheld steamer, small enough to pack and quick to heat up. It went on to become a Which? Best Buy.

  5. Fridja f1900 Whole Fruit Juicer in a kitchen
    2018

    Into the kitchen

    The f1900 Whole Fruit Juicer took us into the kitchen. It now has more than 5,000 reviews on Amazon.

  6. Steaming a dress in a boutique with the Fridja f1600 commercial steamer
    2023

    Made for the shop floor

    Our commercial steamer is built for all-day use in shops and studios. Teams at Vivienne Westwood, Selfridges, Calvin Klein and Karl Lagerfeld use it.

  7. Fridja f77 Super Oven Pro on a kitchen counter
    2025

    Ovens, awards and the UAE

    We launched the f77 Super Oven Pro, our f2500 juicer was named a Which? Best Buy, and we opened in the UAE.

  8. Fridja f2500 Self Feeding Whole Fruit Juicer with the Which? Best Buy Juicers January 2025 badge
    Today

    In more than 200,000 homes

    We now sell across the UK, Europe and the UAE, and we’re still designing new products every year.

Why buy from Fridja

Four things that come with every order.

Just launched

New from Fridja

The newest additions to the range.