A brief history of Schuss

Today „Adolf Schuss Büromaschinenhandel GmbH“ and it´s Austrian daughters Schuss Home Electronic Gmbh and Schuss AV Projektionssysteme Gmbh distribute consumer and presentation technology throughout Austria and also to several partners in EU countries. All companies have about 40 employees and plan a turnover of around 20 Mio €uro in this fiscal year.

"Erste Wiener Schreibmaschinenreparaturwerkstatt"

In 1911 the success-story started with the foundation of a typewriter-repair-service by Mr. Adolf Schuss, who then was only a 19 years old technician. Soon after the retail-business with typewriters started, the most important milestone was the takeover of the Austrian sole-distribution for Triumph-Adler Typewriters in 1936 (at that time called “Triumph-Werke Nürnberg”).

Expansion and new representations

In the following centuries Mr. Adolf Schuss sons Alfred and Günter Schuss constantly grew the company by the acquisition of additions distributions for office and consumer products. The highlights of the represented brands were Toshiba Copiers in 1968 and then - in 1970 - the distribution for TOSHIBA Home electronic products.

Additional representations (like Maxell, Koss, Emtec, Marley and the own brand SHE) contributed to additional growth and the consumer-electronic department became the strongest department within the Adolf Schuss Büromaschinenhandel GmbH.

Joint Ventures in Czech Republic and Slovakia
(1992 until 2013)

1992 Mr. Alexander Schuss, son of Ing. Alfred Schuss became general manager. With the foundation of Schuss-Praha s.r.o in 1994 Schuss started his engagement to the Czechoslovakian market by applying its Austrian know-how of people and product management to the young republic. After 16 years of success it was decided to sell the meanwhile Czech and Slovak companies to a major british investor and to refocus on the Austrian market again.

Foundation of 3 sales-companies in Austria

In 2003, the different departments in Austria have been outsourced to 3 sales-companies that all act now independently covering Office-Products, Consumer Electronic and Projector business. Financing, Accounting and controlling remained within the Adolf Schuss Büromaschinenhandel GmbH, the subsidiaries are focusing on sales and marketing activities. The former Sales Managers were promoted to general mangers of the new sales-company and also hold 10% on their shares.

Due to business restructuring, in 2006 the Schuss Office Systems GmbH (Austrian Copier department) was sold to the German Copier-Specialist TA-Triumph-Adler AG, a long-term partner of Adolf

The success story of own brands

Since 2010, Schuss has been increasingly investing in the development of its own brands and in their EU-wide distribution:
The entry was made with the SHE brand (Schuss Home Electronic); with innovative MP3 players, it was able to conquer second place after Apple's iPod on the Austrian consumer electronics market.

Soon after, the next step was taken into the fast-growing field of indoor climate technology: SHE fans, air conditioners and split air conditioners were sold in considerable quantities via markets and specialist dealers - also throughout the EU.
New brands such as BE COOL and SHX have stood for further high-quality product lines since 2018 and are now also successfully represented in the white goods specialist trade.

Recently, we also entered the e-mobility market: Our range of BE COOL scooters and balance boards quickly built up strong positions and is now one of the most attractive revenue generators in Austrian sports retail.