ProWIN

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.

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

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

• Household cleaning products
• Direct sales company
• Eco-certified concentrates
• Premium pet food
• Wellness cosmetics

Headquarters

HQ city

Illingen

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• CLIMATE EXTENDERcoreStrategic or Co-development PartnerCLIMATE 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) SaarlandcoreStrategic or Co-development PartnerIHK 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)coreTechnology or IntegrationSERI 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)minorStrategic or Co-development PartnerSaaris participates in the re-certification ceremony for ProWIN's Familienfreundliches Unternehmen seal alongside IHK Saarland.
• EcocertcoreStrategic or Co-development PartnerEcocert 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)coreStrategic or Co-development PartnerProWIN 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.coreStrategic or Co-development PartnerPremium 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 SeminarsminorChannel Partner/ Reseller/ DistributorProWIN partners with selected hotels for seminar locations: Dorint Hotel at Nürburgring (Wollerseminar), Seedtime Lodge at Bostalsee (Silberseminar), and A-ROSA Kitzbühel (Platinseminar).
• Hotelier Partner NetworkminorChannel Partner/ Reseller/ DistributorPartnership 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

Broad 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

• Facebookfacebook.com/proWIN.international
• LinkedInlinkedin.com/company/prowin-winter-gmbh
• Instagraminstagram.com/prowin_international/?hl=de
• Xx.com/prowin

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 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 ProWIN