What Cleva North America does

Cleva North America, Inc. is a Greenville, South Carolina-based manufacturer founded in 2007 that operates a multi-brand portfolio of consumer floor care and outdoor power equipment products. With 11–50 employees and over 20 years of engineering and motor technology experience, the company produces wet/dry vacuums under the Vacmaster brand (ranging from portable 2.5-gallon units to industrial 16-gallon stainless steel models with two-stage motors and HEPA-certified variants), eco-friendly outdoor power equipment under the LawnMaster brand (including gas, corded, and a 24V Max / 40V Max One Source cordless battery platform spanning mowers, trimmers, blowers, hedge trimmers, tillers, and robot mowers), and the Duravac proprietary brand. The company is also the sole licensed manufacturer of Kenmore Floor Care products (canister vacuums, carpet cleaners, steam cleaners, uprights, pet-friendly vacuums, air purifiers — leveraging Kenmore's 100+ year brand heritage) and Armor All wet/dry vacuums designed for automotive interior cleaning, including Kenmore Elite as the premium tier and Vacmaster Professional for heavy-duty commercial applications.

Cleva's technology stack is anchored in motor and engineering expertise rather than software: notable proprietary components include industrial two-stage motors in Vacmaster stainless steel units, HEPA-certified filtration meeting EPA standards, Advanced Cleaning Technology under Kenmore, and the cross-product 24V/40V Max One Source interchangeable battery platform. The company offers no public API, no software SDKs, no mobile applications, and no disclosed AI/ML capabilities.

The business model combines direct-to-consumer hardware sales with licensing royalties. Distribution is concentrated in owned branded e-commerce storefronts — Vacmaster.com, LawnMaster.com, and KenmoreFloorCare.com — each mirrored by Canadian (.ca) domains for cross-border North American coverage. Revenue is generated across five streams: Vacmaster hardware, LawnMaster hardware, Kenmore hardware, Kenmore licensing royalties (sole-licensed manufacturer), and Armor All licensing royalties. Pricing is not publicly disclosed; commercial/professional series are quote-based. End customers span residential homeowners, professional/commercial users, residential lawn care consumers, and automotive interior cleaning users. The company is privately held, with no disclosed funding rounds, parent company, or institutional investors in the source data.

Name

Cleva North America

Legal name

Cleva North America, Inc.

Website

https://cleva-na.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Cleva North America manufactures wet/dry vacuums and outdoor power equipment under the Vacmaster, LawnMaster, and Duravac brands, plus licensed Kenmore Floor Care and Armor All products, selling direct-to-consumer via branded e-commerce across the US and Canada.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Outdoor Power Equipment Retailers (444230)

SIC

Electric Housewares & Fans (3634), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Industrial Vacuum Systems (Wet/Dry, Dust Extraction) (IMAHALAC)

akta.pro secondary industries

Vacuum Pumps & Systems (IMAHANAD), Mops, Buckets & Floor Cleaning Systems (CRAJAIAB), Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

Keywords

• Wet dry vacuums
• Outdoor power equipment
• Floor care products
• Cordless lawn tools
• Vacuum cleaners

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Vacmaster: Sale of wet/dry vacuum products under Vacmaster brand including portable, stainless steel, HEPA-certified, Beast Series, Professional Series, Specialty, Ash, and Floor Care models.
2. Hardware Sales - LawnMaster: Sale of outdoor power equipment including gas-powered trimmers and blowers, corded tools (mowers, scarifiers, dethatchers, blowers, chipper shredders, pressure washers, tillers), and cordless tools (reel mowers, robot mowers, grass trimmers, hedge trimmers).
3. Hardware Sales - Kenmore: Sale of Kenmore floor care products including canister vacuums, carpet cleaners, hand/stick vacuums, hard floor steam cleaners, upright vacuums, wet/dry vacs, pet-friendly vacuums, and air purifiers.
4. Licensing Royalties - Kenmore: Royalty revenue from being the sole licensed manufacturer of Kenmore Floor Care line of products with over 100 years of brand heritage.
5. Licensing Royalties - Armor All: Royalty revenue from being the sole licensed manufacturer of Armor All branded wet/dry vacs designed for automotive interior cleaning.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels2 records

Core offering

Cleva North America manufactures and sells wet/dry vacuums, floor care products, and outdoor power equipment under multiple in-house and licensed brands including Vacmaster, Vacmaster Professional, LawnMaster, Kenmore Floor Care (licensed), Kenmore Elite (licensed), Armor All (licensed), and Duravac. Products span portable 2.5-gallon wet/dry vacs, 16-gallon stainless steel industrial units, HEPA-certified vacuums, canister and upright vacuums, air purifiers, and a full line of cordless and gas-powered lawn equipment.

Product overview

Cleva North America, Inc. is a portfolio company managing multiple innovative brands in the floor care and outdoor power equipment sectors. The company operates as the sole licensed manufacturer of Kenmore Floor Care products and produces in-house brands including Vacmaster® (wet/dry vacuums), LawnMaster® (outdoor power equipment), and Duravac™. Their product ecosystem includes licensed Armor All® branded automotive vacuums, with Kenmore Elite® representing the premium tier. With over 20 years of experience in engineering and motor technology, Cleva offers wet/dry vacuums ranging from portable 2.5-gallon units to industrial 16-gallon stainless steel models, HEPA-certified systems, and a comprehensive line of lawn equipment from gas-powered to cordless battery-powered tools. The company also produces carpet cleaners, steam cleaners, air purifiers, and related accessories across their branded portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Vacmaster®: Wet/dry vacuum product line including portable, stainless steel, HEPA-certified, shop vacuums, and wall mountable garage wet/dry vacs with remote control.
• Vacmaster Professional™
• LawnMaster®
• Kenmore®
• Kenmore Elite®
• Armor All®
• Duravac™

Products and services

• Vacmaster Wet/Dry Vacuums Wet/dry vacuum product line for residential and light-commercial use, including portable 2.5-gallon models, 16-gallon stainless steel units with industrial two-stage motors, HEPA-certified models meeting EPA standards, shop vacuums, wall-mountable garage units with remote control, and specialty ash vacuums. Sold directly through Vacmaster.com and VacmasterVacs.ca.
• Vacmaster Professional Wet/Dry Vacuums Professional-grade wet/dry vacuum series designed for heavy-duty commercial and industrial applications, including the Beast Series and Professional Series.
• LawnMaster Outdoor Power Equipment Eco-friendly outdoor power equipment including ultra-light electric grass trimmers, 24V Max and 40V Max One Source cordless battery-powered tools, gas-powered trimmers and blowers, corded mowers, scarifiers, dethatchers, chipper shredders, pressure washers, tillers, robot mowers, hedge trimmers, and related accessories. Sold through LawnMaster.com and LawnMasterTools.ca.
• Kenmore Floor Care Products Sole licensed manufacturer of Kenmore Floor Care products featuring Advanced Cleaning Technology, including canister vacuums, carpet cleaners, hand and stick vacuums, hard floor and steam cleaners, upright vacuums, wet/dry vacs, pet-friendly vacuums, air purifiers, and parts/accessories. Sold through KenmoreFloorCare.com and KenmoreFloorCare.ca.
• Kenmore Elite Floor Care Premium tier of Kenmore Floor Care products featuring advanced cleaning technology and enhanced performance capabilities under the Kenmore Elite sub-brand.
• Armor All Wet/Dry Vacuums Armor All branded wet/dry vacs specifically designed for car interior cleaning, including 12V hand vacs and 2.5-gallon utility wet/dry vacs. Sole licensed manufacturer.
• Duravac Cleaning Products Award-winning brand within Cleva's portfolio of innovative cleaning products.

Segments4 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

Two partnerships are on record, tiered core.

• KenmorecoreOEM/ Whitelabel/ Licensing PartnerCleva North America is the sole licensed manufacturer of Kenmore's Floor Care line of products. This includes canister vacuums, carpet cleaners, hand and stick vacuums, hard floor steam cleaners, upright vacuums, wet/dry vacs, pet-friendly vacuums, and air purifiers. Kenmore has over 100 years of brand heritage in making customer-centered vacuums.
• Armor AllcoreOEM/ Whitelabel/ Licensing PartnerCleva North America is the sole licensed manufacturer of Armor All branded wet/dry vacs, specifically designed for cleaning car interiors. Products include 12V hand vacs and 2.5 gallon utility wet/dry vacs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bissell: Family-owned manufacturer of vacuums, carpet cleaners, steam mops, and pet-focused floor care. Directly comparable to Cleva's Vacmaster and Kenmore Floor Care portfolios in consumer/professional cleaning hardware.
• Shop-Vac Corporation: Established manufacturer of wet/dry vacuum cleaners for consumer, contractor, and industrial markets. Most direct comparable to Vacmaster and Vacmaster Professional product lines.
• Hoover (TTI Floor Care): Iconic vacuum brand operated by Techtronic Industries, covering upright, canister, stick, and carpet cleaner categories. Comparable to Cleva's Kenmore Floor Care lineup with similar mass-market positioning.
• Dirt Devil (TTI): Value-tier vacuum brand under Techtronic Industries covering handheld, stick, and upright vacuums. Comparable to Cleva's portable Vacmaster and entry-level Kenmore SKUs.
• Greenworks Tools: Cordless outdoor power equipment specialist with proprietary 24V/40V/60V/80V battery platforms. Most direct comparable to LawnMaster's cordless product strategy and battery ecosystem model.
• EGO Power+ (Chervon): Premium cordless outdoor power equipment brand with industry-leading 56V battery platform spanning mowers, blowers, trimmers, and chain saws. Comparable premium-position peer to LawnMaster in cordless outdoor power.

Broad incumbents

• Ryobi (Techtronic Industries): Mass-market DIY power tool and outdoor equipment brand with extensive 18V and 40V battery platforms. Competes across both Cleva's outdoor power (LawnMaster) and broader tool categories.
• Stanley Black & Decker: Diversified tool and outdoor equipment conglomerate owning DeWalt, Craftsman, Cub Cadet, and other brands. Comparable as a broad incumbent in both floor care (via Craftsman) and outdoor power (via Cub Cadet).

Emerging players

• Worx (Positec Tool Corporation): Cordless lawn and garden equipment maker with shared 20V and 40V battery platforms across robotic mowers, trimmers, and power tools. Comparable as an emerging DTC-focused peer to LawnMaster.
• Tineco: DTC-focused smart floor care brand (Ecovacs subsidiary) covering wet/dry vacuums, stick vacuums, and carpet cleaners. Comparable emerging DTC peer competing in Cleva's core vacuum categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/clevanorthamerica
• LinkedInlinkedin.com/company/cleva-north-america

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 Cleva North America