HAKA Kunz

What HAKA Kunz does

HAKA Kunz is a privately held German manufacturer and direct-to-consumer retailer of household cleaning, laundry, and personal care products, headquartered in Waldenbuch and operating for over 80 years under the 'Made in Germany' positioning. The company sells through its own e-commerce storefront (haka.com) — where it self-claims Germany's #1 online brand shop for cleaning and washing products with 750,000+ customers and a 4.8/5 average across 79,440 reviews — and through wholesale distribution to six major German retailers (Rossmann, dm Drogeriemarkt, Müller, Edeka, Globus, HIT). Its core technology is concentrated, nature-based, vegan, and biodegradable formulation chemistry, differentiated through Dermatest dermatological certification, PETA Approved Vegan status, and a 'Wirksam. Schonend. Unbedenklich.' (Effective. Gentle. Harmless.) positioning aimed at consumers seeking skin-compatible and environmentally responsible alternatives to conventional chemical cleaners.

The product portfolio spans three main categories — Putzen (cleaning), Waschen (laundry), and Körper & Pflege (body care) — built around the flagship Neutralseife all-purpose cleaner and expanded into Vollwaschmittel, Colorwaschmittel, Sensitiv variants, stain treatment, machine cleaners, glass cleaners, deodorants, sunscreen, and refills. A specialized sub-brand, Euterpflege Care + Repair, originated as udder care for dairy farmers and has been extended into consumer body care. The business model combines unit-pricing DTC, a recurring subscription (Abo) for repeat buyers, multi-tier discount codes, starter sets, and tiered free-shipping thresholds for eight European countries (DE, AT, FR, IT, NL, BE, LUX, ES). Revenue is not publicly disclosed, there is no disclosed funding history, no management team information in the input, and the company appears founder/family-owned with no parent company identified.

Name

HAKA Kunz

Legal name

HAKA

Website

https://haka.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

101–250 employees

Short description

HAKA Kunz is a privately held German manufacturer and DTC retailer of concentrated, skin-compatible, vegan household cleaning, laundry, and personal care products, selling via haka.com and major German retailers to consumers across eight European countries.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Toilet Preparation Manufacturing (32562)

SIC

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

akta.pro industry

PRIMARYCRAJAOAC

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers)

Consumer Products & Retail/Household Products & Cleaning Supplies/Eco-Friendly Cleaning Products

SECONDARYCRADAKAA

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

SECONDARYCRADAKAB

Fabric Softeners & Conditioners (Liquid, Sheets, Beads)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

SECONDARYCRADAKAD

Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

SECONDARYCRABAEAF

Intimate & Personal Hygiene Washes

Consumer Products & Retail/Beauty & Personal Care/Bath, Body & Personal Cleansing

Keywords

• Concentrated cleaning products
• Household cleaning supplies
• Laundry detergents
• Personal care products
• Refill packaging

Headquarters

HQ city

Waldenbuch

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through the company's own online storefront (haka.com) selling cleaning products, laundry detergents, and personal care items directly to consumers. Products include both one-time purchases and subscription options.
2. Subscription (Abo): The company offers a subscription service (Abo) allowing customers to set up recurring orders for their preferred products, providing predictable recurring revenue.
3. Retail Distribution: Products are distributed through major German retail chains including Rossmann, dm, Müller, Edeka, Globus, and HIT, generating revenue through wholesale distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

HAKA Kunz manufactures and sells concentrated household cleaning, laundry, and personal care products directly to consumers via its online shop haka.com and through major German retail chains. The portfolio spans the flagship Neutralseife multi-purpose cleaner, full laundry detergent range, body and skincare lines, and the specialized Euterpflege Care + Repair udder/skin care line for dairy farmers. Products are formulated with nature-based, vegan, and biodegradable ingredients, dermatologically tested, and made in Germany.

Product overview

HAKA Kunz is a German manufacturer of household cleaning and laundry products, offering a comprehensive portfolio organized into three main categories: Putzen (cleaning), Waschen (laundry), and Körper & Pflege (body care). The core product line centers on Neutralseife (multi-purpose cleaning soap), which serves as the flagship offering available in various formats (Original, Spray, Duftkombi). The laundry range includes Vollwaschmittel, Colorwaschmittel, Spezialwaschmittel, Feinwaschmittel, and Sensitiv Waschmittel for different fabric care needs, complemented by Flecken & Hygiene products like Silbertuch. The Euterpflege Care + Repair line represents a specialized skincare sub-brand for dry, cracked skin. Additional offerings include bathroom/wc cleaners, glass cleaners, floor cleaners, dishwashing liquids, machine cleaners, deodorants, sunscreens, and body care products. The company also offers refill products for sustainability and starter sets for new customer onboarding. All products emphasize skin compatibility, effectiveness, and sustainability with nature-based, vegan, and biodegradable ingredients. Made in Germany for over 80 years.

Differentiator

Problem solved

Functional benefit

Brands

• Euterpflege Care + Repair: Specialized udder care product line for skin repair, including creams, shower gels, and wash gels.

Products and services

• Neutralseife (Multi-Purpose Cleaning Soap) Concentrated multi-purpose cleaning soap for household cleaning. The flagship product serves as an all-purpose cleaner (Allesreiniger) for kitchen, bathroom, and general surfaces. Available in Original, Spray, and Duftkombi (scent combo) variants. Made in Germany with skin-compatible, vegan, and biodegradable ingredients.
• Waschmittel (Laundry Detergents) Full range of laundry detergents including Vollwaschmittel (universal), Colorwaschmittel (color-safe), Spezialwaschmittel (special), Feinwaschmittel (delicate), and Sensitiv Waschmittel (sensitive skin formulas). For household consumers seeking effective, skin-friendly laundry solutions.
• Flecken & Hygiene (Stain & Hygiene) Stain treatment and hygiene products including Silbertuch (silver cloth for antibacterial laundry treatment) and Fleckenvorbehandlung (stain pretreatment). For laundry care including stain removal and odor/mildew treatment.
• Euterpflege Care + Repair Specialized skincare line for dry, cracked skin. Includes Creme (cream), Dusche (shower gel), and Waschgel 4in1 (4-in-1 wash gel) products. Used by dairy farmers for udder care and by consumers with very dry skin.
• Bad & WC Reiniger (Bathroom & Toilet Cleaner) Bathroom and toilet cleaning products including Kraftreiniger (power cleaner) for deep cleaning in bathrooms and WC. For household consumers needing effective limescale and grime removal in bathroom environments.
• Glasreiniger (Glass Cleaner) Glass cleaner spray for streak-free window and glass surface cleaning. For household consumers needing window and mirror cleaning.
• Maschinenreiniger (Machine Cleaner) Machine cleaner for dishwashers and washing machines designed to remove residue, limescale, and odors. For household appliances maintenance.
• Wash & Glow Waschmittel Specialized detergent for yoga, training, and wellness clothing. Limited Edition product targeting activewear and performance fabrics.
• Spülmittel (Dishwashing Liquid) Dishwashing detergent available in various scents including Spritzige Zitrone (sparkling lemon). For household kitchen dishwashing.
• WC Aktiv Tabs Toilet cleaner tablets for effective WC cleaning, packaged with 30 tablets per unit. For household toilet maintenance.
• Weichspüler (Fabric Softener) Fabric softener including Sensitiv (sensitive skin formula) variant for gentle laundry care. For household consumers seeking skin-friendly fabric softening.
• Körper & Pflege (Body & Care) Body and skincare product line including Gesicht (face), Hände (hands), Körper & Lotion (body & lotion), Duschen & Haare (shower & hair), Deos, Sonnenschutz (sunscreen), Anti-Aging, and products for trockene Haut (dry skin). For consumers with sensitive skin needs.
• Aktiv Tonikum Cooling camphor spray for hot days, providing refreshing body care. For personal care use during warm weather.
• Sonnencreme LSF 50 Sun protection cream with SPF 50 for high sun protection. For consumers needing dermatologically tested sun care.
• Deocreme Deodorant cream for sensitive skin, available in refill format (2x30g). For consumers needing hypoallergenic deodorant.
• Deodorant Aloe Vera Aloe vera based deodorant spray providing 24h protection. For consumers seeking gentle deodorant options.
• Nachfüllen (Refill Products) Refill products for various cleaning and body care items to reduce plastic waste and support sustainability. For environmentally conscious consumers seeking reduced packaging options.
• Starter-Sets (Product Bundles) Curated product bundles including Küchen-Starter-Set (kitchen starter), Badpower Starter-Set (bathroom deep clean), and other combination packs for new customers to onboard the product range.
• Kennenlern-Box 'Weniger ist Mehr' Introductory box containing dishwasher detergent, all-purpose cleaner, and bathroom cleaner with cleaning cloth, designed for new customers to try the product range.
• Steinreiniger Boden (Stone & Floor Cleaner) Stone and floor cleaner for outdoor and indoor stone surfaces. For household stone surface cleaning.
• Raumpfleger Universal Universal floor cleaner suitable for wiping robots and manual floor cleaning. Available in variants such as Sonnige Orange. For household floor care.

Quantifiable outcome

• 4.8 out of 5 stars rating based on 79,440 verified customer reviews
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• RossmanncoreChannel Partner/ Reseller/ DistributorMajor German drugstore chain (Drogerie) distributing HAKA cleaning and washing products in physical retail locations across Germany, making products accessible to walk-in customers.
• dm DrogeriemarktcoreChannel Partner/ Reseller/ DistributorLeading German drugstore chain distributing HAKA products in retail stores nationwide, providing brand visibility and accessibility to consumers in the drugstore channel.
• MüllercoreChannel Partner/ Reseller/ DistributorGerman retail chain (drogerie markt) offering HAKA products in their physical store network, expanding product availability and customer reach.
• EdekacoreChannel Partner/ Reseller/ DistributorGermany's largest grocery retailer network, distributing HAKA cleaning products in supermarket settings, providing high-volume retail distribution and visibility.
• GlobuscoreChannel Partner/ Reseller/ DistributorGerman hypermarket chain offering HAKA products in their retail locations, providing exposure to grocery shoppers and family purchasing patterns.
• HITminorChannel Partner/ Reseller/ DistributorGerman food retailer chain distributing HAKA products, complementing the broader retail distribution network.
• Women's HealthminorGTM or Marketing PartnerInternational women's health and lifestyle magazine featuring HAKA products, providing editorial coverage and brand awareness among target demographic (health-conscious women).
• FreundinminorGTM or Marketing PartnerGerman women's magazine featuring HAKA products in editorial content, generating brand awareness and credibility with female consumers interested in household and personal care.
• Yoga aktuellminorGTM or Marketing PartnerGerman yoga and wellness magazine featuring HAKA products, aligning brand positioning with health-conscious, environmentally aware consumer lifestyle.
• DHL GoGreenminorOthersCarbon-neutral shipping partnership ensuring environmentally responsible delivery of products to customers, supporting HAKA's sustainability positioning.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Seventh Generation (Unilever): Seventh Generation is a North-American-rooted eco-cleaning brand now owned by Unilever, serving as a benchmark for how a sustainability-led CPG brand is scaled, marketed, and eventually acquired.
• Weleda: Weleda is a German natural personal-care and body-care brand with comparable nature-based, dermatologically tested positioning, providing a useful peer benchmark for HAKA's Körper & Pflege expansion.

Direct peers

• Ecover: Ecover is a European plant-based cleaning and laundry brand with comparable biodegradable/eco positioning, providing a cross-channel (retail + DTC) benchmark for HAKA's category.
• Frosch (Werner & Mertz): Werner & Mertz's Frosch is a leading German eco-friendly household cleaning and laundry brand, directly competing with HAKA on plant-based formulations, sustainability positioning, and major German retail distribution.
• Sonett: Sonett is a German manufacturer of ecological laundry detergents and cleaning agents with comparable vegan/biodegradable positioning, similar size, and overlapping DTC-plus-natural-channel distribution.
• Sodasan: Sodasan is a German eco-cleaning and laundry brand focused on certified organic and vegan formulations, closely overlapping HAKA's product portfolio, retail channels, and sustainability messaging.
• Almawin (Greenlife Care): Almawin produces eco-certified laundry and cleaning products in Germany, competing in the same natural/eco segment with overlapping retailer presence and similar price-tier positioning to HAKA.

Broad incumbents

• Beiersdorf: Beiersdorf operates a broad personal-care portfolio (NIVEA, Eucerin, La Prairie) and is a benchmark for German personal-care scale and retail relationships relevant to HAKA's Körper & Pflege extension.
• Procter & Gamble: P&G's laundry and home-care portfolio (Ariel, Lenor, Fairy, Tide) competes directly with HAKA across German and European retail, setting the pricing and promotion dynamics HAKA must navigate.
• Henkel: Henkel owns major laundry and home-care brands (Persil, Vernel, Spee, Frosch) and is a broad incumbent competitor across HAKA's core German retail channels with vastly larger scale and marketing budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hakakunz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 HAKA Kunz