Bissell

What Bissell does

Bissell is a privately held, family-owned manufacturer of home floor-care appliances headquartered in Grand Rapids, Michigan, operating since 1876. The company designs, produces, and sells vacuum cleaners (upright, cordless stick, robot, canister, handheld), carpet cleaners (upright and portable), steam and hard-floor cleaners (including the CrossWave wet-dry vacuum/mop line), and a portfolio of proprietary cleaning formulas and consumables under brands including BISSELL, Sanitaire, RugDoctor, and Woolite. Its technology stack centers on proprietary cleaning innovations such as DualBrush (dual brush-roll architecture), HydroScrub (bidirectional brush rollers for wet/dry hard-floor cleaning), Adapt (auto-boost suction), SmartMix (automatic formula/water mixing), edge-cleaning, and HEPA/antimicrobial filtration. Bissell distributes through an omnichannel model combining D2C sales via bissell.com, major e-commerce platforms (Amazon, Walmart.com), and national retail chains (Walmart, Target, Lowe's, Best Buy), with select international markets.

The company's commercial model is primarily unit-based hardware sales across a $24–$599.99 price band, augmented by recurring revenue from proprietary cleaning formulas, replacement parts/accessories, and limited/extended warranties. Bissell serves three core customer segments: pet owners (its primary persona, supported by the BISSELL Pet Foundation), general household consumers, and a smaller commercial/professional-cleaner base via the BISSELL Commercial subsidiary. Marketing is multi-channel — celebrity endorsements (Eva Longoria, Aly Raisman), TikTok #CleanTok, seasonal promotional events (Prime Day, Big Spring Sale with 20–50% discounts), and an active content/blog/social presence. Recent strategic moves include an o9 Solutions supply chain transformation partnership, a Domo AI workflows partnership, and significant new product launches in 2026, offset by multi-million-unit steam-cleaner recalls related to burn hazards.

Name

Bissell

Legal name

BISSELL Homecare, Inc.

Website

https://bissell.com

Company type

Private

Founded year

1876

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bissell is a privately held, family-owned manufacturer of vacuum cleaners, carpet cleaners, steam and hard-floor cleaners, and proprietary cleaning formulas, serving pet owners and general consumer households globally through D2C, Amazon, and major retailers.

Ownership category

akta.pro rank

Product category

Home Cleaning Appliances

NAICS

Major Household Appliance Manufacturing (33522), Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Household Appliances (3630), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Home Cleaning Appliances Retail (Vacuums, Steam Mops) (CRACADAG)

akta.pro secondary industries

Carpet & Upholstery Sanitizers & Disinfecting Sprays (CRAJALAH), Rug Cleaning (Area Rugs & Runners) (HSAJAJAA)

Keywords

• Home cleaning appliances
• Vacuum cleaners
• Carpet cleaners
• Steam and hard floor cleaners
• Pet stain removal

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales - Cleaning Appliances: Primary revenue stream from selling vacuum cleaners, carpet cleaners, steam cleaners, wet-dry vacuums, robot vacuums, and hard floor cleaners. Products sold at various price points from budget to premium.
2. Cleaning Formulas and Solutions: Proprietary cleaning formulas including Oxy Spot & Stain, Pet Pro Oxy, and various surface-specific cleaning solutions sold as consumable refills.
3. Parts and Accessories: Replacement parts, filters, brushes, mop pads, and accessories for Bissell products sold through bissell.com and retail channels.
4. Warranty and Extended Service: Bissell offers limited warranties ranging from 90 days to lifetime on various products, with warranty services and potential extended service offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Bissell designs, manufactures, and sells consumer home cleaning appliances and proprietary cleaning formulas across vacuums, carpet cleaners, steam and hard floor cleaners, and an emerging pet care line. The company sells primarily through its own website and major mass-market retailers, with a separate commercial division (BISSELL Commercial, Sanitaire, RugDoctor) serving professional cleaning service providers. Revenue is generated through one-time hardware sales plus recurring sales of consumable cleaning solutions, replacement parts, accessories, and warranties.

Product overview

Bissell is a home cleaning products company offering a broad portfolio of cleaning appliances and solutions organized around several core product lines: carpet cleaners (upright and portable), vacuums (upright, stick/cordless, robot, canister, handheld, and manual sweepers), steam and hard floor cleaners (including steam cleaners, wet dry vacuums, spin mops, and the CrossWave all-in-one cordless wet-dry vacuum and mop line), and specialized cleaning formulas. The company has expanded into pet care with products like the Little Green portable upholstery cleaner (its flagship product line) and FlexClean FurForce robot vacuum/mop, supported by the BISSELL Pet Foundation charitable initiative. Recent innovations include DualBrush technology on the PowerClean DualBrush stick vacuum and HydroScrub technology on the CrossWave HydroScrub. The product architecture is consumer-focused with modular add-on cleaning formulas and solutions, targeting both general households and specifically pet owners.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Proven: Product line category featuring pet-specific cleaning solutions and tools
• CrossWave
• Little Green
• PowerClean
• CleanView

Products and services

• Carpet Cleaners (Upright and Portable) Bissell's carpet cleaner lineup includes upright deep cleaners for whole-room carpet restoration and portable units (including the flagship Little Green family) for spot and upholstery cleaning. Targeted at pet owners and general households needing stain and odor removal across carpeted and fabric surfaces.
• Vacuums (Upright, Stick & Cordless, Robot, Canister, Handheld, Manual Sweepers) Bissell's vacuum lineup spans upright vacuums, stick and cordless vacuums, robot vacuums, canister vacuums, handheld vacuums, and manual sweepers, addressing general household floor care, pet hair removal, allergen capture, and convenience use cases. Prices range from $24 handhelds to $599.99 premium robot vacuums.
• Steam & Hard Floor Cleaners Steam cleaners, wet-dry vacuums and spin mops, handheld steam cleaners, and the CrossWave all-in-one cleaners for hard floor care. Includes steam sanitization and deep cleaning across bare floors, sealed hardwood, tile, and area rugs.
• CrossWave All-in-One Wet-Dry Vacuum and Mop CrossWave is Bissell's all-in-one wet-dry vacuum and mop product line that vacuums and wet cleans bare floors and dense rugs in a single pass, with variants including the CrossWave Edge Cordless and CrossWave HydroScrub. Targeted at busy households and pet owners seeking combined vacuuming and mopping.
• CrossWave Edge Cordless Wet Dry Vacuum Cleaner Cordless two-in-one vacuum and mop featuring edge-cleaning technology, two-tank separation, and antimicrobial filtering, designed for busy households and pet owners.
• CrossWave HydroScrub Wet Dry Vacuum Cleaner Wet-dry vacuum cleaner with HydroScrub bidirectional brush rollers for hard floor and area rug cleaning, with 45-minute runtime, 4X faster cleaning, and 75% more suction in Power Mop Mode.
• PowerClean DualBrush Cordless Stick Vacuum Cordless stick vacuum featuring DualBrush twin brush rolls, Adapt auto-boosting suction, and up to 75% more suction power, marketed to general households and pet owners.
• FlexClean FurForce Robot Vacuum and Mop 2-in-1 robot vacuum and mop with 2X stronger suction, up to 30% more hair pickup, advanced navigation, HEPA-filtered dust station, and app control, designed for automated pet mess cleanup.
• Pet Hair Eraser Allergen Lift-Off Vacuum Vacuum with strong suction, tangle-free brushroll, and allergen-trapping technology designed for pet owners.
• Little Green Portable Upholstery Cleaner Portable carpet and upholstery deep cleaner designed to scrub and lift stains from fabric surfaces, advertised as America's top-selling portable deep cleaning brand.
• Little Green Mini Cordless Deep Cleaner Compact cordless portable deep cleaner combining powerful suction with water tanks and various attachments for cleaning different surfaces.
• Little Green Max Pet SmartMix Portable Carpet Cleaner Portable carpet cleaner with SmartMix automatic solution-and-water mixing technology paired with PET PRO OXY Spot & Stain formula, designed for pet urine and stain removal.
• Bissell Cleaning Formulas Specialized cleaning solutions sold as consumable refills across upright carpet formulas, portable carpet formulas, multi-surface formulas, spot and stain removers, Woolite products, Febreze-scented options, Oxy Spot & Stain, and Pet Pro Oxy formulas, designed to be used with Bissell cleaning machines.
• Bissell Pet Care Products Emerging pet care category including pet water fountains and self-cleaning litter boxes for pet parents, extending Bissell's Pet Proven strategy beyond floor cleaning into pet care appliances.
• BISSELL Commercial Cleaning Equipment Professional-grade vacuums, carpet cleaners, and floor care equipment offered under the BISSELL Commercial, Sanitaire, and RugDoctor brands, targeting professional cleaning service providers and commercial facilities.

Quantifiable outcome

• 4X faster cleaning with HydroScrub technology in Power Mop Mode
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• o9 SolutionscoreTechnology or Integration · 5 May 2026Bissell Homecare implemented a multi-year supply chain transformation using o9 Solutions' cloud platform, deploying modules for demand planning, supply chain planning, supplier collaboration, and inventory optimization. Enabled scenario analyses in 48 hours instead of 2-3 weeks.
• Eva LongoriaflagshipGTM or Marketing Partner · 18 April 2026Actress Eva Longoria partnered with Bissell to promote the new PowerClean DualBrush cordless stick vacuum, sharing her cleaning routines and preferences in an interview format as part of a major product launch campaign.
• Aly RaismancoreGTM or Marketing Partner · 11 March 2026Bissell partnered with decorated gymnast Aly Raisman to promote pet adoption and support its mission to end pet homelessness. Raisman, a rescue pet owner, supports initiatives by Bissell and the Bissell Pet Foundation.
• Susan AlexandraminorStrategic or Co-development Partner · 12 November 2025Bissell launched limited-edition bag charms in collaboration with designer Susan Alexandra, inspired by Bissell's iconic Little Green Mini machine. Proceeds donated to Bissell Pet Foundation.
• BISSELL Pet FoundationflagshipStrategic or Co-development PartnerBissell Pet Foundation is a non-profit initiative supported by Bissell, dedicated to helping more pets find loving homes and ending pet homelessness. Bissell donates with every purchase and runs 'Save Pets' campaigns.
• RugDoctorminorChannel Partner/ Reseller/ DistributorRugDoctor is a brand offered under Bissell commercial portfolio, providing professional carpet cleaning equipment.
• SanitaireminorChannel Partner/ Reseller/ DistributorSanitaire is a commercial brand under Bissell targeting professional cleaning service providers and commercial facilities.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Roborock: Roborock is a fast-growing premium robot vacuum and wet-dry floor care brand. Comparable in cordless wet-dry cleaning technology overlap with CrossWave, and is the primary share-taker in the robotic category where Bissell is a newer entrant.

Direct peers

• Dyson: Dyson is a global premium floor care and cleaning appliance maker directly competing with Bissell in cordless stick vacuums, robot vacuums, and wet-dry floor care. Comparable premium positioning, technology-led product narrative, and omnichannel retail presence.
• Hoover (TTI Floor Care): Hoover is a legacy floor care brand directly competing with Bissell in upright vacuums, carpet cleaners, and household cleaning. Comparable mid-market price positioning and similar North American retail distribution.
• SharkNinja: SharkNinja directly competes with Bissell across upright, cordless stick, and robot vacuums, and overlaps in hard floor cleaners. Comparable mass-to-premium price laddering and major retail (Walmart, Target, Amazon) distribution footprint.
• iRobot: iRobot (Roomba) directly competes in robot vacuums and is a relevant comparable as Bissell expands FlexClean FurForce into robotic floor care. Overlapping channel presence and consumer segment.
• Eureka (Midea): Eureka is a long-standing vacuum and floor care competitor serving overlapping consumer segments at value-to-mid-tier price points. Comparable product breadth across upright, stick, and canister vacuums with similar mass retail distribution.
• Tineco: Tineco is a direct competitor in cordless wet-dry vacuums and smart floor care, overlapping heavily with Bissell's CrossWave line. Currently engaged in ITC litigation with Bissell, underscoring direct product overlap.

Others

• Procter & Gamble: P&G owns fabric and floor cleaning brands (including the Febreze partnership Bissell leverages) and is comparable as the broader consumer cleaning-products ecosystem player. Not a direct floor care competitor but adjacent in cleaning formulas and home care.

Broad incumbents

• Electrolux: Electrolux is a global major appliance incumbent with vacuum and floor care products overlapping Bissell's categories. Broader portfolio across kitchen, laundry, and floor care; not specialized in pet-owner or wet-dry cleaning like Bissell.
• Miele: Miele is a premium appliance maker with a vacuum and floor care line that competes with Bissell at the high end. Comparable household cleaning category, though Miele's broader portfolio spans kitchen and laundry appliances rather than specializing in floor care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bissellclean
• YouTubeyoutube.com/user/BISSELLClean
• Facebookfacebook.com/bissell
• Instagraminstagram.com/bissellclean
• Pinterestpinterest.com/bissellclean
• LinkedInlinkedin.com/company/bissell-homecare-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bissell