ProWIN
ProWIN is a German family-owned direct-sales company selling eco-certified cleaning, wellness, and pet food products to household consumers through a 100,000+ independent sales partner network across nine European countries using home-party and online-party channels.
- Company typePrivate
- Founded1995
- HeadquartersIllingen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What ProWIN does
ProWIN Winter GmbH is a family-owned direct-sales company headquartered in Illingen, Saarland (Germany), founded on 11 November 1995 by Ingolf Winter, Gabi Winter, and Stefan Schäfer. Under second-generation leadership (Michael Winter as Managing Director, with Sascha Winter as co-CEO), the company sells approximately 400 products across three core lines: Symbiontische Reinigung (an eco-certified cleaning system pairing concentrated detergents dilutable up to 1:500 with specialized microfiber products and the I-DROP rotational mop), new wellness (beauty, cosmetics, and nutritional supplements including the YOURDAY range relaunched in 2025), and best friends (premium dog and cat food plus care products). Notable standalone hardware products include the AIRBOWL air purifier, which combines water filtration, ionization, UV light, and an amino-acid-based PURE AIR fragrance system that removes formaldehyde from indoor air. Product commercial activity is supported by ISO 9001/14001-aligned management systems, GREEN BRANDS Germany (2019/2020), Ecocert Greenlife certification for the 'natürlich proWIN' line, climate-neutral certification since 2020, and the Premium-Gütesiegel of the Bundesverband hauswirtschaftlicher Berufe MdH e.V.
The company's business model is exclusively direct sales through a network of over 100,000 independent sales partners operating across nine European countries (Germany, France, Netherlands, Austria, Switzerland, Italy, Belgium, Luxembourg, Poland). Distribution runs through the Homeparty model (in-home product demonstrations) supplemented since 2020 by an online party format, partner-specific online shops, and dedicated end-customer online shops for the wellness and pet-food lines. Sales partners earn a minimum 20% commission (consultants: 30%) on order value, with no minimum purchase or inventory obligation. The proWIN Akademie operates a six-location training infrastructure (Illingen/Schiffweiler, Aalen-Ebnat, Ellerau, Altensteig-Überberg, Raesfeld, Kemptthal) plus digital offerings, including IHK-certified programs and leadership tracks; venue space is also rented to external parties. Reported 2024 gross revenue (Bruttoumsatz) is €249M.
ProWIN firmographics
Firmographics- Name
- ProWIN
- Legal name
- proWIN Winter GmbH
- Website
- https://prowin.net
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProWIN is a German family-owned direct-sales company selling eco-certified cleaning, wellness, and pet food products to household consumers through a 100,000+ independent sales partner network across nine European countries using home-party and online-party channels.
- Ownership category
- akta.pro rank
ProWIN industry classification
Industry- Product category
- Household Cleaning and Consumer Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)
- akta.pro secondary industry
- Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays) (CRADAKAD)
Keywords
Where ProWIN is headquartered
LocationHeadquarters
- HQ city
- Illingen
- HQ country
- Germany
- HQ region
- Europe
Offices8 records
Markets served
ProWIN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Sales of Cleaning Products: Revenue from direct sales of Symbiontische Reinigung (Symbiotic Cleaning) product line including cleaning concentrates, microfiber products, floor care, laundry care, and specialized cleaning solutions sold through party and consultation model.
- Direct Sales of Wellness Products: Revenue from new wellness product line including beauty products, wellness items, food supplements, and personal care products sold through direct sales channels including the YOURDAY system relaunched in 2025.
- Direct Sales of Pet Nutrition: Revenue from best friends premium pet food line including dry food, wet food, snacks, and care products for dogs and cats, sold through party sales and dedicated end-customer shops.
- Sales Partner Commissions: ProWIN operates through independent sales partners who earn commissions on sales. Partners receive minimum 20% return on orders, with consultants receiving minimum 30%. Commission structure incentivizes team building and network expansion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | AIRBOWL 1+ (white/silver) air purifier |
| Unit Pricing | Pay-as-you-go | AIRBOWL 1+ White Edition |
| Transaction based/ take rate | Pay-as-you-go | Sales Partner Commission - Standard |
| Transaction based/ take rate | Pay-as-you-go | Sales Partner Commission - Consultant Level |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
ProWIN product offering
Product offeringCore offering
proWIN manufactures and distributes approximately 400 household and consumer products across three branded lines — Symbiontische Reinigung (eco-certified cleaning concentrates, microfiber systems, I-DROP mop), new wellness (beauty, personal care, and nutritional supplements including YOURDAY), and best friends (premium dog and cat food and care products). The company also sells standalone hardware such as the AIRBOWL air purifier and I-DROP rotational mop. Products reach end consumers exclusively through a party-based direct sales model (home and online parties) operated by over 100,000 independent sales partners across nine European countries, supported by a dedicated in-house academy (proWIN Akademie) for partner training and IHK-certified programs.
Product overview
proWIN is a direct sales company operating three core product lines: Symbiontische Reinigung (eco-certified cleaning products and systems), new wellness (beauty and wellness products including supplements), and best friends (premium pet food). The portfolio includes approximately 400 products sold through party-based direct sales (home parties and online parties) and online shops. Notable branded products include the AIRBOWL air purifier with PURE AIR fragrance solutions and the I-DROP rotation mop system. The company also operates the proWIN Akademie for training distribution partners and maintains distribution operations across nine European countries.
Differentiator
Problem solved
Functional benefit
Brands
- Symbiontische Reinigung: Product line for household cleaning products, including microfiber cloths, cleaning concentrates, and the I-DROP rotation mop system.
- new wellness
- best friends
- proWIN Akademie
- AIRBOWL
- I-DROP
Products and services
- Symbiontische Reinigung Core cleaning product line featuring eco-certified cleaning concentrates, microfibers, and cleaning systems for household use — including floors, surfaces, kitchen, bathroom, laundry, and automotive applications — sold through party-based direct sales and online shops.
- new wellness Beauty and wellness product line including Aloe Vera, nutritional supplements (YOURDAY), hair care, fragrances, and personal care products for health-conscious consumers, sold through direct sales and dedicated end-customer online shops.
- best friends Premium pet food and care products for dogs and cats, including dry food, wet food, snacks, grooming products, and nutritional supplements, sold through party sales and dedicated end-customer shops.
- AIRBOWL Standalone air purifier device combining water filtration, ionizer, and UV light for germ reduction, plus amino acid-based PURE AIR fragrance system derived from natural sheep wool principles; removes formaldehyde from indoor air and neutralizes odors.
- I-DROP Modern rotation mop system with separate clean and dirty water chambers and automatic spinning microfiber pad, enabling efficient floor cleaning without manual wringing and eliminating the need to bend.
- proWIN Akademie Training and education service for distribution partners offering seminars, workshops, leadership development, and IHK-certified programs across multiple locations in Germany and Switzerland, also available for external event hire.
- proWIN Party Direct sales concept combining live home parties and online parties for product demonstrations, allowing customers to experience products firsthand before purchasing through distribution partners.
Quantifiable outcome
- Over 35% sales increase in first half of 2020 through digital transformation initiatives
- +3 more outcomes
Companies that use ProWIN
Customer profileSegments3 records
Ideal customer profiles3 records
ProWIN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ProWIN partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- CLIMATE EXTENDERcoreCLIMATE EXTENDER serves as ProWIN's primary climate certification partner, providing guidance, support, and valuable impulses for targeted climate protection measures. They certify ProWIN's CO2 footprint and verify compliance with Greenhouse Gas Protocol standards and Gold Standard/VCS climate projects.
- IHK (Industrie- und Handelskammer) SaarlandcoreIHK Saarland partners with ProWIN for the STARKE ARBEITGEBER employer network and provides certification for the Familienfreundliches Unternehmen seal. Additionally, ProWIN offers IHK-recognized certificates for sales partner training programs.
- SERI (Sustainable Europe Research Institute)coreSERI is the scientific sustainability institute that collaborates with GREEN BRANDS for the certification process. ProWIN underwent 63-category evaluation through this framework.
- Saaris (Saarländische Gesellschaft für Arbeitsmarktförderung und Qualifizierung)minorSaaris participates in the re-certification ceremony for ProWIN's Familienfreundliches Unternehmen seal alongside IHK Saarland.
- EcocertcoreEcocert is the bio-certification organization (founded 1991 in France, leading certifier of ecological products) whose standards ProWIN meets with part of its product portfolio, including the 'natürlich proWIN' line with Ecocert Greenlife certification.
- STARKE ARBEITGEBER Network (multiple companies)coreProWIN is a founding member of the STARKE ARBEITGEBER network, a collaboration of Saarland companies including CLC xinteg, IANEO Solutions, IKK Südwest, Kindertagesstätten am Schenkelberg e.V., Mediserv Bank, Natursteine Glöckner, Saarstahl, SHG-Kliniken Sonnenberg, and Sparkasse Saarbrücken, coordinated by IHK Saarland.
- Bundesverband hauswirtschaftlicher Berufe MdH e.V.corePremium partnership established in 2014 for presentation of ProWIN cleaning products and cloths in the 'fundus' specialist magazine and on the association's website, targeting professional household managers.
- Various Hotel Partners for SeminarsminorProWIN partners with selected hotels for seminar locations: Dorint Hotel at Nürburgring (Wollerseminar), Seedtime Lodge at Bostalsee (Silberseminar), and A-ROSA Kitzbühel (Platinseminar).
- Hotelier Partner NetworkminorPartnership with hotels for seminar accommodation and event hosting, including shuttle service options. ProWIN Academy offers complete event packages in collaboration with these partners.
Scale indicators13 records
Recent moves7 records
Expansion highlights5 records
ProWIN competitors and assessment
Company assessmentBroad incumbents
- Avon: Iconic direct-sales beauty and personal care company using a global representative network. Comparable on direct-sales distribution architecture and beauty/personal care category overlap, though Avon has struggled with the same model-decline risks facing ProWIN.
- Henkel: German FMCG multinational with leading cleaning brands (Persil, Bref, Vernel). Not a direct sales peer, but the dominant incumbent competitor in the same cleaning product category where ProWIN claims German market leadership.
- Herbalife: Global direct-sales leader in nutrition and wellness supplements. Comparable on the partner-network distribution model and wellness product overlap with ProWIN's new wellness/YOURDAY line, though specializing in nutrition rather than household goods.
- Amway: Largest direct-selling company globally with broad CPG portfolio including home care (L.O.C. cleaning), wellness (Nutrilite), and personal care. A broader incumbent operating the same MLM-style model at global scale with significantly larger resources.
Direct peers
- Tupperware Brands: Global direct-sales company famous for its party-plan model selling household kitchen and storage products. Direct peer in party-based distribution model and household CPG focus, though currently undergoing significant restructuring.
- Vorwerk: German family-owned direct-sales company selling Kobold vacuum systems and Thermomix kitchen appliances through independent sales advisors. Closely mirrors ProWIN's party-based distribution model, family ownership structure, and German DACH focus, though positioned in higher-ticket home appliances rather than consumables.
- LR Health & Beauty: German direct-sales company selling health, beauty, and home care products through a partner network. Highly comparable to ProWIN's hybrid cleaning/wellness portfolio, MLM-style distribution, and German family-owned heritage.
Regional players
- Mary Kay: American direct-sales beauty and cosmetics company with European operations. Comparable on party-plan distribution model and beauty category overlap, though primarily US-centric and cosmetics-focused rather than the household/cleaning positioning of ProWIN.
- Oriflame: Swiss-based direct-sales beauty company operating across Europe, Asia, and Latin America. Comparable on the European MLM model and personal-care product overlap, though primarily beauty-focused without the cleaning/home care and pet food diversification of ProWIN.
Emerging players
- Ringana: Austrian direct-sales company selling fresh cosmetics and food supplements with strong sustainability positioning. Comparable on European direct-sales model, eco-certification credentials, and wellness/care category overlap with ProWIN's new wellness line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ProWIN social profiles
Digital presenceProWIN compliance and trust
Trust signalCompliance14 records
ProWIN financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProWIN leadership team
Management profileNumber of profiles
Profiles11 records
ProWIN subsidiaries and ownership
Company hierarchySubsidiaries1 record
ProWIN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProWIN 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 ProWIN
What does ProWIN do?
proWIN manufactures and distributes approximately 400 household and consumer products across three branded lines — Symbiontische Reinigung (eco-certified cleaning concentrates, microfiber systems, I-DROP mop), new wellness (beauty, personal care, and nutritional supplements including YOURDAY), and best friends (premium dog and cat food and care products). The company also sells standalone hardware such as the AIRBOWL air purifier and I-DROP rotational mop. Products reach end consumers exclusively through a party-based direct sales model (home and online parties) operated by over 100,000 independent sales partners across nine European countries, supported by a dedicated in-house academy (proWIN Akademie) for partner training and IHK-certified programs.
Is ProWIN a public or private company?
ProWIN is a private company. It is classified as family owned and is currently operating.
When was ProWIN founded?
ProWIN was founded in 1995. It employs 11 to 50 people.
Where is ProWIN based?
ProWIN is headquartered in Illingen, Germany, in the Europe region.
How does ProWIN make money?
Four revenue lines are on record. Direct Sales of Cleaning Products are the primary driver. The others are direct Sales of Wellness Products, direct Sales of Pet Nutrition and sales Partner Commissions.
Who are ProWIN's main competitors?
Broad incumbents on record are Avon, Henkel, Herbalife and Amway. Direct peers are Tupperware Brands, Vorwerk and LR Health & Beauty. Regional players are Mary Kay and Oriflame. Ringana is listed as an emerging player.
Does ProWIN have an API?
No public API is recorded for ProWIN.
What industry is ProWIN in?
ProWIN's product category is Household Cleaning and Consumer Products. Its primary akta.pro industry code is CRADAKAK, Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners), with a secondary code of CRADAKAD, Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays). Its NAICS code is 32561 and its SIC code is 3634.