Project Clean
Company specializing in niche applications of cleaning products

SNAPSHOT

Business: eCom
Niche: Home & Garden
HQ: Germany
Reason for sale: Retirement
Legal structure: GmbH (Ltd.)
Sales: EUR 5,244k
Adj. EBITDA margin:
13.8%
Channel: Multiple
Founded: 1999
Number of employees: 11

Business Description

Since its establishment in 1999, the owner has developed the company into a leading provider of cleaning products for specialized niche applications in the household and garden sector. From a small business initially selling its products door-to-door and at fairs, it has evolved into a renowned online retailer. Due to an exceptionally satisfied customer base, a high rate of repeat customers can be assumed.

The product range includes a wide variety of cleaning products and additional accessories for a multitude of applications. From maintaining and cleaning the garden and household to cleaning campervans, the company offers solutions that combine quality and efficiency.

The products are mainly distributed through its own online shop, generating 52% of the revenue, followed by Amazon with 44%, and a smaller share of 2% through eBay.

The company serves customers primarily in Germany, but also in France, Switzerland, Austria, and Luxembourg, with expansions planned for Spain and Italy. This international expansion and the strong customer base of over 600,000 addresses provide a solid foundation for further growth.

Suitable buyers are those who have a suitable infrastructure in the online domain and can maintain an established product portfolio for existing loyal customers. Furthermore, the acquired customer base can be leveraged for an existing product portfolio.

Additionally, companies with high-quality products but without an existing online structure can acquire a fully functional online platform with a large customer base, thus facilitating an uncomplicated entry into the online business.

Key Financials

EURk 2021 2022 2023 TTM
Sales
4,685k
5,026k
5,418k
5,244k
Adj. EBITDA
1,171k
962k
876k
721k
in %
25.0%
962%
16.2%
13.8%

A deep understanding of digital marketing and the ability to craft advertising effectively are further crucial factors for future success. Additionally, it is a special priority for the current owner to find a buyer who will continue to operate the business at the existing location. The current location offers potential for future growth, and the logistics are perfectly tailored to online retail. This ensures that the business can continue to be supported with expertise even after the transition, and the already perfectly established workflows will continue unchanged.

Are you interested in this project? If so, please do not hesitate to contact us using the form below.

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