Persan

What Persan does

Persan (legal entity PERSÁN, S.A.) is a Spanish family-owned manufacturer of household care and personal care products, founded in 1940 and headquartered in Seville, Spain. The company operates manufacturing facilities in Spain, Poland (Persán Polska, S.A. in Wróblowice), and France (Persan France S.A.S in Saint Vulbas), employing approximately 3,400 people and generating €1.227 billion in annual turnover. Its product portfolio spans laundry and dishwashing capsules, household surface cleaners, fabric care products, and personal care items covering skin and hair care. Core proprietary technology centers on self-dissolving single-dose detergent capsules and super-concentrated formulations, developed through an R&D infrastructure of 1,200+ m² laboratories staffed by 80+ specialists working across 30 active product categories, supported by a Consumer Research Center designed for focus groups and home-environment product testing.

Persan operates three distinct B2B revenue streams: own-brand product sales distributed through European retail channels, contract manufacturing for other consumer product manufacturers, and private label production tailored to retailer specifications. Named enterprise customers include Lidl Germany, for whom Persan manufactures the Cien Shampoo private label range. The go-to-market is sales-led through direct relationships with major European retailers and manufacturers. In April 2025, Persan announced the acquisition of Mibelle Group from Swiss retailer Migros, a transaction that materially expanded its contract manufacturing and private label footprint across multiple countries and is described as transforming Persan into one of the world's largest players in this segment with approximately €1 billion in combined turnover. Capital intensity is significant, with €200 million invested over the past five years including a €66 million 2018 technological renewal and development plan. Sustainability positioning is reinforced through packaging recycling partnerships with Ecoembes (Spain), Eko-Cykl, and Eko-Pak (Poland), and through use of 25% recycled plastic in PET packaging under a Zero Waste initiative.

The company's leadership includes Antonio Somé Carrillo as Chief Executive Officer and Pedro Manzaneda Ávila as Chief Financial Officer. Persan remains a privately held family company with no external institutional or PE/VC ownership disclosed in the source material.

Name

Persan

Legal name

PERSÁN, S.A.

Website

https://persan.es

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Spanish family-owned manufacturer of household care and personal care products, operating as a B2B contract manufacturer and private label producer serving major European retailers, with 3,400 employees, €1.227 billion turnover, and the recently acquired Mibelle Group.

Ownership category

akta.pro rank

Product category

Household and Personal Care Manufacturing

NAICS

Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)

akta.pro secondary industries

Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)

Keywords

• Household cleaning products
• Personal care products
• Contract manufacturing
• Private label production
• Detergent capsules

Headquarters

HQ city

Sevilla

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own brand product sales: Development, manufacturing and commercialization of Persan's own brand products for household care and personal care
2. Contract manufacturing for other manufacturers: Custom manufacturing services for other product manufacturers requiring formulation and production capabilities
3. Private label manufacturing for distributors: Development and production of distributor/store brand products tailored to retailer specifications

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Persan develops, manufactures, and commercializes household care and personal care products across three business modes: own brand products, contract manufacturing for other manufacturers, and private label production for retailer and distributor brands. Its portfolio centers on self-dissolving single-dose laundry and dishwashing capsules, broader household cleaning items, and skin and hair care formulations, produced at facilities in Spain, Poland, and France.

Product overview

Persan is a family-owned company specializing in the development, manufacturing, and commercialization of household care and personal care products. The product portfolio includes concentrated formulations in the form of self-dissolving laundry and dishwashing capsules, along with broader household cleaning products and personal care items covering skin and hair care. The company develops its own brands, manufactures products for other manufacturers, and produces distributor brand products, adapting to each client's needs. In 2025, Persan acquired Mibelle Group from Migros, significantly expanding its contract manufacturing and private label capabilities to become one of the world's largest players in this segment with €1 billion in turnover.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Detergent Capsules Self-dissolving single-dose laundry detergent capsules with concentrated formulation technology developed by Persan in collaboration with major suppliers. Sold to retailers, distributors, and other manufacturers for private label and contract production.
• Dishwashing Capsules Single-dose dishwashing detergent capsules featuring leading-edge self-dissolving technology developed by Persan in partnership with principal suppliers, for sale to retailers, distributors, and other manufacturers.
• Household Cleaning Products Cleaning and care products for the home covering laundry and household maintenance, developed with concentrated formulations and sustainable materials. Targeted at retailers, distributors, and other manufacturers for private label and own brand distribution.
• Personal Care Products Personal hygiene and care products including skincare and haircare formulations designed to protect all skin and hair types. Produced as own brand, contract manufacturing, and private label offerings for retailers and other manufacturers.
• Contract Manufacturing Services Custom contract manufacturing services covering product formulation, manufacturing, and packaging development for other consumer product manufacturers requiring production capacity and R&D support.
• Private Label Manufacturing Development and production of distributor and retailer private label household and personal care products tailored to retailer specifications, supplied to major European retail chains such as Lidl Germany.

Quantifiable outcome

• €1.227 billion annual turnover
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MigroscoreStrategic or Co-development Partner · 2 April 2025Persan announced its agreement with Migros to acquire Mibelle Group in April 2025. This acquisition transformed Persan into one of the world's largest contract manufacturing and private label companies with €1 billion turnover. The deal involved Persan taking over Mibelle's facilities and employees across multiple countries.
• EcoembesminorStrategic or Co-development PartnerEcoembes is a Spanish association dedicated to recycling and ecodesign of packaging. Persan is associated with Ecoembes to actively promote recycling of product packaging by consumers.
• Eko-CyklminorStrategic or Co-development PartnerEko-Cykl is a Polish association dedicated to recycling and ecodesign of packaging. Persan is associated with Eko-Cykl for packaging recycling initiatives in Poland.
• Eko-PakminorStrategic or Co-development PartnerEko-Pak is a Polish association dedicated to recycling and ecodesign of packaging. Persan is associated with Eko-Pak for packaging recycling initiatives in Poland.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• McBride plc: McBride is the largest European private label manufacturer of household and personal care products. It directly mirrors Persan's core business model of contract manufacturing and private label for European retailers, with comparable product categories (laundry, dishwashing, personal care).
• Dalli Group: Dalli is a German family-owned manufacturer of private label household and personal care products serving European discounters and retailers. It is a direct competitor to Persan in private label laundry capsules, dishwashing, and personal care, particularly for the German-speaking retail market.
• Colep (RAR Group): Colep is a Portuguese contract manufacturer specializing in personal care, home care, and aerosols. It is comparable to Persan through its B2B contract manufacturing model serving global FMCG brands and retailers, with similar technology and formulation capabilities.
• Werner & Mertz: Werner & Mertz is a German sustainable cleaning and care products manufacturer (Frosch, Ecover). It competes directly with Persan in European sustainable household cleaning, sharing a similar emphasis on concentrated formulations, recyclability, and private label supply to retailers.
• Bolton Group: Bolton Group is an Italian family-owned FMCG company with strong private label and branded business in home care, personal care, and adhesives. Comparable to Persan via its hybrid own-brand/private label European model and similar product portfolio overlap.

Broad incumbents

• Henkel AG: Henkel is a German multinational with leading laundry & home care (Persil, Vernel) and beauty/personal care divisions. As a broad incumbent, it overlaps with Persan on home care formulation and technology but operates at vastly greater scale with branded (not private label) focus.
• Reckitt Benckiser: Reckitt is a global CPG incumbent with major cleaning and personal care brands (Finish, Dettol, Durex). It shares product overlap with Persan on dishwashing and personal care manufacturing but competes primarily through branded offerings rather than private label.
• SC Johnson: SC Johnson is a US-headquartered broad CPG incumbent with leading home cleaning and personal care brands (Mr. Muscle, Glade). Comparable to Persan on product categories but operates as a brand-led, global incumbent rather than a private label specialist.

Emerging players

• Laboratoires Sarbec (Coronet): Sarbec is a French family-owned manufacturer specializing in private label and contract manufacturing of personal care and hygiene products. Comparable to Persan in European private label personal care, though smaller and more regionally focused.
• Christeyns: Christeyns is a Belgian manufacturer of cleaning and hygiene chemicals serving industrial, institutional, and professional customers. It overlaps with Persan in cleaning formulation and chemistry capabilities but focuses more on B2B professional hygiene than retail private label.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Persan