EK announces price hike after the company’s worst reputational crisis
EK has started raising prices across its webshop, saying it had to adjust for higher material and energy costs, with new pricing taking effect on April 9. EK tells buyers to “stock up at the old price” and ends with “ Good luck with your builds”. I’m not sure why anyone would write something like this in a price hike update.
EK Prices are changing April 9th. Here’s what you need to know.
We’ve held our prices as long as we could, but we need to adapt to increasing costs of raw materials and energy. This isn’t the kind of increase you saw in memory, we’re keeping up with increases other custom cooling brands have already made.
We’re planning to implement new prices on April 9th.
Good luck with your builds!
— EK
EK products more expensive but not everything is
The price increases also appear uneven. Based on older prices still visible in Google-indexed snippets from EK’s own pages and the live prices now shown on the store, the EK-Quantum Surface P360M radiator went from 133.18€ to 147.33€, a 10.6% increase. The EK-Quantum Vector³ TUF RTX 5090 Plexi block moved from 289.90€ to 304.94€, up 5.2%. The EK-Loop Leak Tester Flex jumped from 32.90€ to 45.65€, which is roughly 38.8%. Even the EK-Nucleus AIO CR360 Lux D-RGB appears to have edged up from 179.99€ to 183.01€, a smaller 1.7% rise. But for instance, the RTX 5090FE waterblock from the main image did in fact go lower by €30.
Source: EK
It’s definitely not a good time to be in a water-cooling business. EK sells into one of the most expensive corners of PC building. A single RTX 5090 water block is now over 300€, and a 360mm radiator is about 147€ before fittings, tubing, pump, coolant, or shipping are added. That leaves EK asking enthusiasts to pay more in a segment that already demands a large premium over air cooling or standard AIO setups.
EK has done this before. In 2023, the company said selected products would rise by 8% on average due to raw material, labor, and sourcing costs.
Source: EK
