What Madel does

Madel S.p.A. is an Italian household cleaning and personal care products manufacturer founded in 1977 in Cotignola (Ravenna) and operating as a subsidiary of the Bolton Group conglomerate. The company produces and markets a five-brand portfolio: Winni's (eco-friendly home care with 100% plant-based actives), Winni's Naturel (certified natural and organic personal care), Pulirapid (limescale removal and power cleaning), Disinfekto (disinfectants with Presidio Medico Chirurgico certification), and Smacchiotutto (stain removers). Products span laundry, surfaces, dishwashing, cosmetics/personal care, and a Professional XXL bulk line targeting commercial users. The Pulirapid brand is the second best-selling limescale removal brand in Italy (AC Nielsen) and Winni's is positioned as the low environmental impact home care market leader in Italy.

The company's technical core is cleaning-product formulation based on plant-derived surfactants and biosurfactants produced by microorganisms at industrial scale. Madel operates a large automated production base of 86,000 square meters (56,000 sqm covered) with 12 advanced production lines capable of 300 pieces per minute and warehouse automation featuring 11 Laser Guided Vehicles under a radiofrequency WMS. Energy infrastructure includes a 2.6 MW photovoltaic installation covering 55,000 sqm of rooftop and a 0.65 MW natural gas cogenerator, achieving 100% electrical autonomy from renewable sources. The laboratory holds ISO 9001 certification and is authorized as an 'Officina di Produzione' by the Italian Ministry of Health for biocide production.

Madel's revenue model is unit-sale-based physical product distribution through Italian mass retail (supermarkets, retail chains, specialized stores), supplemented by a Professional channel in XXL formats and a direct Company Outlet at Cotignola. The go-to-market motion is sales-led, anchored by near year-round television advertising across all major Italian networks. Customers are split between general retail consumers (laundry, dish, surface care, personal care) and commercial/industrial users (professional cleaning). The company is a member of AISE CHARTER, Assocasa, Centromarca, and Cosmetica Italia; no public revenue figures are disclosed and the company is privately held within the Bolton Group.

Name

Madel

Legal name

Madel S.p.A.

Website

https://madel.net

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1–10 employees

Short description

Madel S.p.A. is an Italian household cleaning and personal care products manufacturer founded in 1977, operating as a Bolton Group subsidiary. It produces and distributes a five-brand portfolio spanning eco-friendly home care, certified natural personal care, limescale removal, disinfectants, and stain removers through mass retail across Italy.

Ownership category

akta.pro rank

Product category

Household Cleaning & Personal Care Manufacturing

NAICS

Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)

SIC

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

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF), Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ)

Keywords

• Household cleaning products
• Personal care cosmetics
• Eco-friendly detergents
• Professional cleaning supplies
• Plant-based surfactants

Headquarters

HQ city

Bratislava

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cleaning Products: Sale of household cleaning products including laundry detergents, fabric softeners, surface cleaners, dishwashing products, and stain removers under Winni's, Winni's Naturel, Pulirapid, Smacchiotutto, and Disinfekto brands.
2. Personal Care / Cosmetics: Personal care products including shower gels, shampoos, intimate washes, hand soaps, and makeup removing wipes under the Winni's Naturel brand line.
3. Professional Line Products: Bulk-format professional cleaning products (5-liter sizes) for commercial users, maintaining same quality as consumer products in convenient XXL packaging.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Madel S.p.A. manufactures and sells household cleaning, personal care, and professional cleaning products under five sub-brands (Winni's, Winni's Naturel, Pulirapid, Disinfekto, Smacchiotutto). The portfolio spans laundry detergents, fabric softeners, dishwashing products, surface cleaners, stain removers, disinfectants, and natural cosmetics, with formulations built on plant-based surfactants and biosurfactants. Products are sold through Italian retail channels and a company outlet, with a dedicated Professional line in 5-liter XXL formats for commercial buyers.

Product overview

Madel S.p.A. is an Italian household cleaning and personal care products company founded in 1977, operating as part of the Bolton Group. The company produces a diversified portfolio organized around five main brands: Winni's (eco-friendly home care with 100% plant-based ingredients), Winni's Naturel (certified natural and organic personal care), Pulirapid (lime scale removal and cleaning products with 30+ year history), Disinfekto (complete disinfectant product line with Presidio Medico Chirurgico certification), and Smacchiotutto (professional stain removers). Products span across five categories: Laundry (detergents, softeners, stain removers, washing machine cleaners), Surfaces (multi-surface cleaners, degreasers, glass cleaners), Dishes (dishwasher products, washing-up liquids), Cosmetics/Personal Care (shower gels, shampoos, intimate washes, hand soaps), and Professional (commercial-grade products in XXL formats). The company operates a 86,000 sqm production facility with 12 highly automated production lines employing over 200 people, and has achieved 100% renewable energy usage through solar and cogeneration systems.

Differentiator

Problem solved

Functional benefit

Brands

• Winni's: The low environmental impact home care products leader of the Italian market. High quality products containing 100% actives of vegetable origins, easily and quickly biodegradable.
• Winni's Naturel
• Pulirapid
• Disinfekto
• Smacchiotutto

Products and services

• Winni's (home care product line) Eco-friendly household cleaning line using 100% plant-origin actives that are easily and quickly biodegradable; includes laundry detergents, fabric softeners, dishwashing products, surface cleaners, and paper products targeting Italian retail consumers seeking reduced environmental impact.
• Winni's Naturel (personal care line) Natural and organic certified personal care line including shower gels, shampoos, intimate washes, hand soaps, and makeup-removing wipes enriched with organic extracts of pomegranate and green tea; certified by Icea, Skineco, and VeganOk and tested for nickel, chrome, and cobalt.
• Pulirapid (limescale and power cleaning line) Limescale removal and power cleaning brand with 30+ years of heritage; includes scale removers, WC gels, glass cleaners, steel cleaners, and floor cleaners, ranked second in Italian limescale remover sales per AC Nielsen data.
• Disinfekto (disinfectant line) Complete range of disinfectant products with Presidio Medico Chirurgico certification across the entire home cleaning line; includes surface disinfectants, laundry additives, and hand sanitizers claimed to eliminate 99.99% of bacteria and yeasts.
• Smacchiotutto (stain remover line) Stain remover product line effective on oil, makeup, sauce, coffee, chocolate, fruit, wine, blood, and grass; includes powder additives, trigger sprays, and concentrated stain removers with applicator brush for white and colored fabrics.
• Winni's Professional (commercial XXL line) Professional-grade cleaning line for commercial buyers in 5-liter XXL bulk formats covering laundry, floor cleaning, degreasing, and dishwashing, delivering the same formulations as Winni's consumer products in professional packaging.

Quantifiable outcome

• Eco-Refill pouches save up to 78% of plastic compared to bottles of similar size
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• C4G RecyclingminorStrategic or Co-development PartnerMadel has been a partner of C4G Recycling for several years. C4G Recycling is an international company that handles recycling of all industrial paper-based waste such as labels and various packaging materials. Collaborating with an Austrian company, C4G Recycling transforms these materials into recycled paper products, giving a second life to industrial waste.
• Bolton GroupcoreOthersBolton Group is identified as the parent company of Madel S.p.A. in company documentation and trademark registrations.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Unilever PLC:
• Bolton Group: Italian consumer goods conglomerate and Madel's parent company; owns multiple household and personal care brands providing shared distribution, sourcing scale, and capital allocation context for Madel's operations.

Broad incumbents

• Reckitt Benckiser Group: Global household cleaning and hygiene major (Vanish, Calgon, Finish); directly overlaps Madel's stain-removal, dishwasher-care, and disinfection portfolios with global scale and deeper trade budgets.
• Procter & Gamble: Global CPG giant with Tide, Ariel, and Mr. Clean; competes across laundry and surface cleaning in Italian retail with materially larger marketing and innovation budgets.
• S.C. Johnson & Son: Global home care company with Vanish, Calve, and Mrs. Meyer's; competes in Madel's stain-removal, surface-cleaning, and disinfection categories with strong European distribution and sustainability positioning.
• Henkel AG & Co. KGaA: Global home care leader with Persil, Vernel, and the Chanteclair brand in Italy; competes broadly across Madel's laundry, dish, and surface categories with significantly larger R&D and marketing scale.

Direct peers

• Fater S.p.A. Italian household products manufacturer (JV between Angelini and P&G) producing detergents, fabric softeners, and personal care; directly overlaps Madel's laundry, dish, and personal care portfolios in Italian retail.
• Frosch (Werner & Mertz): European eco-friendly cleaning brand owned by Werner & Mertz; directly comparable on plant-based formulations, biodegradable surfactants, and sustainability-led brand positioning versus Madel's Winni's line.
• Paglieri S.p.A. Long-established Italian manufacturer of household cleaning and personal care products (including Felce Azzurra and Saponello); comparable mid-sized Italian CPG platform with similar mass-market positioning and product mix.
• Chanteclair (Henkel Italia): Italian heritage cleaning-products brand owned by Henkel, offering laundry detergents, dishwashing, and surface cleaners directly competitive with Madel's Winni's and Pulirapid lines in Italian grocery channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Madel