PurposeBuilt Brands
- Company typePrivate
- Founded1963
- HeadquartersGurnee, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What PurposeBuilt Brands does
PurposeBuilt Brands is a US-headquartered, privately held specialty cleaning products platform that owns and operates 14 consumer and commercial cleaning brands across surface care, adhesive removal, drain care, outdoor cleaning, natural/plant-based cleaning, coffee and beverage equipment maintenance, and healthcare disinfection. Founded in 1963 as the Herbert Stanley Company (later renamed Weiman in 2005 and PurposeBuilt Brands in 2020), the company built its portfolio through eight acquisitions between 2005 and 2021, adding brands such as Goo Gone, Green Gobbler, Biokleen, Urnex, Five Star Chemicals, Micro-Scientific, 30 Seconds Cleaners, Mighty Mint, PF Harris, Magic, Stone Care International, Wright's, and Gonzo.
The company manufactures products across four US facilities totaling more than 563,000 square feet, with capabilities spanning powder blending, tablet pressing, compression, capsule (K-Cup) filling, liquid mixing/filling, and pressure-sensitive labeling. Manufacturing is supported by proprietary chemical and ingredient formulations engineered for surface-specific cleaning (stainless steel, leather, granite, stone, glass), with multiple products certified under EPA Safer Choice and Green Seal programs and the Gurnee, Illinois plant operating under ISO 9001:2015.
PurposeBuilt Brands generates revenue through one-time product sales across consumer (retail mass-market and brand-owned e-commerce sites) and commercial/professional channels (healthcare facilities, cafes, breweries, distilleries, wineries, roasters, and janitorial services), distributed through authorized retailer and distributor networks plus third-party fulfillment centers in the US, Europe, and Asia, reaching customers in 72 countries. The company employs more than 400 people across four US states and is owned by TA Associates and management (52% combined) alongside Rock Mountain Capital and The Olayan Group (48%).
PurposeBuilt Brands firmographics
Firmographics- Name
- PurposeBuilt Brands
- Legal name
- PurposeBuilt Brands Inc.
- Website
- https://purposebuiltbrands.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Where PurposeBuilt Brands is headquartered
LocationHeadquarters
- HQ city
- Gurnee
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
PurposeBuilt Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Consumer Cleaning Products: Sale of specialty cleaning products to consumers through retail channels (brick-and-mortar and e-commerce) and direct-to-consumer brand websites
- Commercial and Professional Cleaning Products: Sale of commercial-grade cleaning products to healthcare facilities, cafes, breweries, roasters, and other professional settings; includes coffee equipment cleaners, beer equipment cleaners, and healthcare disinfection products
- Specialty Outdoor and Industrial Cleaners: Sale of outdoor cleaning products (algae, mold, mildew removal) and specialty products for drain opening, bathroom deodorizers, and herbicides
- Global Sales: The company generates revenue through sales in 72 countries, supported by third-party fulfillment centers in the U.S., Europe, and Asia
Distribution channels4 records
Marketing channels5 records
PurposeBuilt Brands product offering
Product offeringCore offering
PurposeBuilt Brands is a portfolio of 14 specialty cleaning product brands serving both consumer and commercial/professional markets. The company manufactures and distributes specialty cleaning solutions for surfaces, drains, outdoor spaces, coffee equipment, beer/beverage equipment, and surgical instruments, with products sold across 72 countries through retail, e-commerce, and distribution networks.
Product overview
PurposeBuilt Brands is a portfolio company of 14 specialty cleaning product brands spanning consumer and commercial segments. The company operates a multi-brand platform rather than a single unified product, with brands organized into consumer-facing products (Weiman, Green Gobbler, PF Harris, 30 Seconds Cleaners, Mighty Mint, Biokleen, Goo Gone, Gonzo Natural Products, Magic, Stone Care International, Wright's) and commercial/professional products (Urnex for coffee equipment, Five Star Chemicals for beverage industry, Micro-Scientific for healthcare/hospital settings). Brands cover surface cleaning (stainless steel, stone, granite, leather), adhesive removal, odor elimination, outdoor cleaning, natural/plant-based cleaning, drain opening, and professional cleaning for healthcare and food/beverage industries. The portfolio was assembled through acquisitions from 2005-2021, transitioning from the original Weiman brand company to a diversified cleaning products platform.
Differentiator
Problem solved
Functional benefit
Brands
- Weiman: Products built to clean, protect and disinfect most valuable specialty surfaces including stainless steel, leather and granite.
- Green Gobbler
- 30 Seconds Cleaners
- Biokleen
- Goo Gone
- Gonzo Natural Products
- Urnex
- Five Star Chemicals
- Magic
- Stone Care International
- Wright's
- Micro-Scientific
Products and services
- Weiman
- Green Gobbler
- PF Harris
- 30 Seconds Cleaners
- Mighty Mint
- Biokleen
- Goo Gone
- Gonzo
- Urnex
- Five Star Chemicals
- Magic
- Stone Care International
- Wright's
- Micro-Scientific
Quantifiable outcome
- Safer Choice Partner of the Year for 5 consecutive years (EPA recognition)
- +3 more outcomes
Companies that use PurposeBuilt Brands
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
PurposeBuilt Brands technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PurposeBuilt Brands partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Horizon BigcorePurposeBuilt Brands expanded its partnership with Horizon Big, elevating them to agency of record for the full eight-brand consumer portfolio. The collaboration leverages Horizon's AI-native Blu platform for audience segmentation, retail media campaigns, and outcome measurement across multiple retailers and channels.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
PurposeBuilt Brands competitors and assessment
Company assessmentEmerging players
- Seventh Generation (Unilever): Plant-based cleaning brand now part of Unilever's sustainable portfolio. Directly competes with PurposeBuilt's Biokleen brand in the natural/eco-friendly household cleaning segment.
- Caldrea (S.C. Johnson): Premium specialty cleaning brand within SC Johnson's portfolio targeting design-conscious consumers seeking effective, naturally derived surface cleaners. Directly competes with Weiman and Stone Care International in surface-care positioning.
- Method Products (SC Johnson/Ecover): Premium plant-based cleaning brand (dish, laundry, surface cleaners) competing directly with Biokleen and other PurposeBuilt natural cleaning brands in the eco-friendly household segment.
Broad incumbents
- The Clorox Company: Public CPG leader concentrated in cleaning and household products (Clorox bleach, Tilex, Formula 409, Pine-Sol). Competes directly with PurposeBuilt's surface cleaning brands including Weiman, Green Gobbler, and Stone Care International.
- Church & Dwight: Diversified CPG with a meaningful cleaning products portfolio (Kaboom, Xtra, OxiClean, Batiste) competing for the same household specialty cleaning shelf space as PurposeBuilt brands like Biokleen and Mighty Mint.
- S.C. Johnson & Son: Large privately-held CPG conglomerate whose cleaning brands (Windex, Scrubbing Bubbles, Mrs. Meyer's, fantastik) compete broadly with PurposeBuilt's consumer cleaning portfolio. S.C. Johnson initiated the NAD challenge against Green Gobbler, establishing direct competitive overlap.
- Reckitt Benckiser: Global CPG major with leading cleaning and hygiene brands (Lysol, Finish, Woolite, Resolve). Competes across multiple consumer cleaning categories served by PurposeBuilt brands including surface cleaners and disinfectants.
- Ecolab: Global leader in water, hygiene, and infection prevention for institutional and commercial markets. Directly comparable to PurposeBuilt's Micro-Scientific healthcare disinfection business and competes for healthcare facility cleaning contracts.
- Henkel: German multinational with major laundry, home care, and adhesive technology divisions (Persil, all, Loctite). Competes with PurposeBuilt in laundry/dish cleaning (Biokleen) and adhesive remover (Goo Gone) categories.
Direct peers
- Diversey (Solenis): Specialty cleaning and sanitization products provider serving food & beverage, healthcare, and hospitality markets globally. Closely comparable to PurposeBuilt's commercial brands (Five Star Chemicals for breweries/distilleries, Micro-Scientific for healthcare).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
PurposeBuilt Brands social profiles
Digital presencePurposeBuilt Brands compliance and trust
Trust signalCompliance4 records
PurposeBuilt Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
PurposeBuilt Brands leadership team
Management profileNumber of profiles
Profiles5 records
PurposeBuilt Brands subsidiaries and ownership
Company hierarchySubsidiaries9 records
PurposeBuilt Brands funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PurposeBuilt Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PurposeBuilt Brands
What does PurposeBuilt Brands do?
PurposeBuilt Brands is a portfolio of 14 specialty cleaning product brands serving both consumer and commercial/professional markets. The company manufactures and distributes specialty cleaning solutions for surfaces, drains, outdoor spaces, coffee equipment, beer/beverage equipment, and surgical instruments, with products sold across 72 countries through retail, e-commerce, and distribution networks.
Is PurposeBuilt Brands a public or private company?
PurposeBuilt Brands is a private company. It is classified as private equity controlled and is currently operating.
When was PurposeBuilt Brands founded?
PurposeBuilt Brands was founded in 1963. It employs 251 to 500 people.
Where is PurposeBuilt Brands based?
PurposeBuilt Brands is headquartered in Gurnee, United States, in the North America region.
How does PurposeBuilt Brands make money?
Four revenue lines are on record. Consumer Cleaning Products are the primary driver. The others are commercial and Professional Cleaning Products, specialty Outdoor and Industrial Cleaners and global Sales.
Who are PurposeBuilt Brands's main competitors?
Emerging players on record are Seventh Generation (Unilever), Caldrea (S.C. Johnson) and Method Products (SC Johnson/Ecover). Broad incumbents are The Clorox Company, Church & Dwight, S.C. Johnson & Son, Reckitt Benckiser, Ecolab and Henkel. Diversey (Solenis) is listed as a direct peer.
Does PurposeBuilt Brands have an API?
No public API is recorded for PurposeBuilt Brands.