What Spotless Water does

Spotless Water Ltd is a UK-based, privately held company founded in 2016 that operates the country's only national network of self-service ultra-pure (0 TDS) water filling stations. Headquartered in Frimley with a registered office in Poole, the company runs 160 stations across the United Kingdom as of mid-2026, dispensing over 600 million litres cumulatively and supporting approximately 22,000 weekly refills. Its customer base is predominantly trade professionals — window cleaners, car detailers and valeters, solar panel cleaners, aquarium keepers, battery maintenance providers, beekeepers, and home brewers — supplemented by general consumers via pay-as-you-go card payment.

The core technology is a proprietary, patent-pending multi-filtration system delivering zero-TDS water, instrumented with 45+ sensors per station feeding a cloud-based real-time monitoring platform that alerts in-house engineers to faults. Stations feature heated hoses rated to -10°C, fast-flow nozzles dispensing up to 200 litres per minute, touch-screen kiosks with key fob access, and a recycling architecture that discharges waste into sewerage in compliance with Water Regulation 5. A mobile app and online portal enable account management, auto top-up, and invoice download, while the network is supported by a branded fleet of maintenance engineers.

Spotless Water generates revenue through three streams: usage-based sales of pure water via Trade Accounts at 4.3p per litre, pay-as-you-go card transactions at 6.3p per litre, and managed concession arrangements with host partners (Morrisons, Park Garage Group, Motor Fuel Group, BP service stations, gyms, and storage facilities) who receive up to £3,000 per site per annum. The company is expanding via a stated target of 1,200 stations by 2029, funded by successive private equity rounds including a £6.35M investment led by YFM Equity Partners in June 2026. CEO Tim Morris leads the company.

Name

Spotless Water

Legal name

Spotless Water Ltd

Website

https://spotlesswater.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Spotless Water operates the UK's only national network of 24/7 self-service ultra-pure (0 TDS) water filling stations, serving trade professionals such as window cleaners and car detailers via key-fob accounts and pay-as-you-go access.

Ownership category

akta.pro rank

Product category

Water Dispensing Services

SIC

Water Supply (4941)

akta.pro primary industry

Digital Self-Service & Customer Portals (web/mobile, e-bill, notifications, consumption dashboards) (EUANAIAI)

Keywords

• Pure water supply
• Self-service water stations
• Water filtration services
• Trade water dispensing
• Ultra-pure water network

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pure Water Sales (Trade Account): Trade account holders purchase pure water at 4.3p per litre (plus VAT) by tapping a key fob at stations. Accounts are free to open, no contracts required, and support auto top-up. Revenue is usage-based, varying with customer dispensing volume.
2. Pay As You Go (PAYG): Non-account customers pay at the pump via debit or credit card at a 2p per litre convenience fee added to the pump price. Some stations have a £15 pre-authorisation placed by the payment provider.
3. Partner Programme Concession Income: Spotless Water rents space on partner business premises for its water filling stations, generating revenue from water sales while partners receive guaranteed income of up to £3,000 per annum per site. The company covers all setup and running costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Spotless Water operates a national network of self-service ultra-pure (0 TDS) water filling stations available 24/7 across the UK. Trade customers access zero-TDS water through a free Trade Account with a key fob, or via pay-as-you-go card payment at the station kiosk, while a Partner Programme enables businesses to host stations on their premises in exchange for guaranteed income.

Product overview

Spotless Water operates a single unified product: a self-service pure water distribution network comprising strategically located filling stations across the UK. The network dispenses ultra-pure, zero-TDS water 24/7 for professional cleaning applications. Trade customers access the network via free Trade Accounts with key fobs, while the company's Partner Programme enables businesses to host stations. The company also offers a mobile app for station location, account management, and transactions.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Service Pure Water Dispensing Network National network of self-service ultra-pure (0 TDS) water filling stations accessible 24/7 across the UK, dispensing zero-TDS water from 4.3p per litre via Trade Account key fob or pay-as-you-go card payment at the station kiosk, for trade professionals and individual users.
• Partner Programme (Host Site Concession) B2B concession programme for businesses with 24-hour-access premises and at least 10x8ft of available space to host a Spotless Water station on their site in exchange for guaranteed annual income of up to £3,000 per site, with no setup costs to the host.

Quantifiable outcome

• Over 600 million litres of pure water dispensed since 2016
• +4 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• BP Service StationsminorChannel Partner/ Reseller/ Distributor · 1 June 2026BP service station locations hosting Spotless Water stations, including Rushden NN10 0GX. Part of the broader forecourt expansion strategy alongside Motor Fuel Group.
• Park Garage GroupcoreChannel Partner/ Reseller/ Distributor · 1 March 2026Partnership with Park Garage Group to expand the network of pure water stations at forecourt locations across the UK. The June 2026 investment aims to accelerate this partnership deal. Park Garage Group hosts stations at their service stations, providing 24/7 access for trade professionals.
• Motor Fuel GroupcoreChannel Partner/ Reseller/ Distributor · 1 March 2026Partnership with Motor Fuel Group (MFG) to host Spotless Water stations at their service station forecourts. Stations have opened at MFG locations including St Albans (Morrisons petrol station) and Stamford. The June 2026 investment accelerates this partnership deal, enabling professional cleaning businesses to refill at convenient multi-service locations.
• MorrisonsflagshipChannel Partner/ Reseller/ Distributor · 1 November 2025Landmark partnership announced November 2025 to install 24/7 self-service pure water stations across Morrisons' nationwide estate. Initial locations include Shrewsbury, Lichfield, and Woking, with nine further sites including Cardiff, Whitley Bay, and Kingswinford going live by January 2026. Partnership is part of Morrisons' marketplace strategy. Tim Morris, CEO of Spotless Water, called it a 'fantastic partnership'. Jason Mallinson, Services Procurement Manager for Morrisons, noted it supports local professionals.
• MorrisonsflagshipStrategic or Co-development Partner · 1 November 2025Beyond station hosting, the Morrisons partnership forms part of Morrisons' wider strategy to create marketplace-style destinations offering customers everything in one place. The partnership introduces trade professionals to Morrisons locations while generating new revenue from existing space. Stations operate as fully managed concessions.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Culligan International: Global water treatment services company offering purified and bottled water solutions to commercial and residential customers. Comparable because it sells treated/pure water as a service to trade and SMB customers, though primarily through delivery rather than self-service stations.
• EcoWater Systems: Established water treatment manufacturer and dealer network offering residential and light-commercial purification and softening systems. Comparable as an incumbent in the pure/treated water category serving trade and SMB customers.
• BWT (Best Water Technology): European water technology group supplying water treatment, filtration, and dispensing systems to commercial and trade customers. Comparable as a broad incumbent in pure-water infrastructure, particularly in window cleaning and detailing verticals in continental Europe.
• Anglian Water: UK water utility serving the East of England with both regulated water supply and non-regulated commercial services. Comparable as a potential incumbent entrant into B2B pure-water services for trade customers.
• Veolia Water UK: Major UK water utility and environmental services operator. Comparable as an incumbent that could leverage its distribution network and customer base to enter self-service pure-water dispensing at scale.
• Severn Trent: Large UK water utility serving 4.6 million households and businesses. Comparable as a regulated incumbent that has both the customer relationships and balance sheet to launch a competing pure-water service for trade customers.
• BRITA: Leading water filtration brand producing pitchers, dispensers, and point-of-use filters that produce purified water for consumers and offices. Comparable as a broad incumbent in pure-water delivery, though the model is consumer hardware rather than a self-service dispensing network.
• United Utilities: Largest listed water company in the UK serving the North West. Comparable as a regulated incumbent with the scale, brand, and customer base to launch competing pure-water dispensing solutions for commercial and trade segments.

Emerging players

• IMO Car Wash: Self-service vehicle wash operator running unattended wash bays across the UK. Comparable because it shares the unattended, key-fob/payment terminal, partner-hosted physical infrastructure model that Spotless Water uses for its dispensing stations.

Others

• Selecta Group: European operator of unattended self-service vending and dispensing machines (coffee, snacks, food solutions) across workplaces and public locations. Comparable as an adjacent self-service infrastructure operator sharing the unattended-retail operational playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/waterspotless
• Facebookfacebook.com/wesellpurewater
• LinkedInlinkedin.com/company/spotless-water
• Instagraminstagram.com/spotlesswateruk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Spotless Water