Werner & Mertz

What Werner & Mertz does

Werner & Mertz Professional is the B2B cleaning and hygiene division of family-owned Werner & Mertz GmbH, headquartered in Mainz, Germany, and operated through its core subsidiary Tana-Chemie GmbH. The company designs, manufactures, and distributes professional cleaning, sanitation, and disinfection products for commercial customers across 35+ countries in Europe and selected Asian markets (including China, Kazakhstan, and Kyrgyzstan). The company sells through two distinct brands: Green Care Professional, positioned around sustainable, recyclable formulations aligned with circular-economy principles, and Tana Professional, positioned as a performance and problem-solving range for specialized cleaning and disinfection.

The underlying technology stack is built on proprietary chemical formulations and a portfolio of around 130 products organized across seven application areas (building care, kitchen hygiene, laundry hygiene, personal care, sanitary cleaning, disinfection, industrial cleaning). These SKUs are delivered via a proprietary dosing-and-packaging ecosystem consisting of four systems: Switch (dosing and refill platform launched in 2024), Quick & Easy (mobile foam spray system), Kliks (Bag-in-Box and Pouch ultra-concentrate packaging), and Ready 4 U (pre-mixed spray bottles made from 100% recycled material). Product differentiation is reinforced by an unusually dense certification stack including EcoVadis Platinum 2025, Cradle to Cradle Gold V3.1, EU Ecolabel, Nordic Swan, Austrian Umweltzeichen, Air Label, VAH-listed disinfectants, DIN 18032-2 floor slip resistance, and Dermatest.

The business model is B2B one-time-product sales of consumables plus dosing hardware, delivered through multi-country commercial distribution networks (local distributors, professional cleaning resellers, and regional sales entities such as Werner Mertz Professional Benelux and Italy). Pricing is not publicly disclosed. Go-to-market combines field sales, trade-show presence (notably Interclean), a multilingual website with a Green Care Performance Calculator TCO tool, and organic social across LinkedIn, YouTube, Facebook, Instagram, and X. Key customer segments are commercial buildings and facilities, food service and hospitality (including a Green Key eco-label partnership for sustainable tourism), healthcare and commercial laundry, and industrial/manufacturing. The company is family-owned under CEO Reinhard Schneider, with no external institutional investment, no public listing, and no disclosed revenue.

Name

Werner & Mertz

Legal name

Werner & Mertz GmbH

Website

https://wmprof.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Werner & Mertz Professional is the B2B cleaning and hygiene division of family-owned German Werner & Mertz GmbH, operating via Tana-Chemie GmbH to design and distribute professional cleaning, sanitation, and disinfection products across 35+ countries through the Green Care Professional and Tana Professional brands.

Ownership category

akta.pro rank

Product category

Professional Cleaning & Hygiene Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

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

Keywords

• Professional cleaning products
• Commercial hygiene solutions
• Sustainable cleaning chemicals
• Industrial cleaning supplies
• Professional disinfection products

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Cleaning Products: Sale of professional cleaning, hygiene, and disinfection products to commercial customers under Green Care Professional and Tana Professional brands

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Werner & Mertz Professional designs, manufactures, and distributes professional cleaning, hygiene, and disinfection products for commercial and institutional customers. The portfolio spans seven application areas (building care, kitchen hygiene, laundry hygiene, personal care, sanitary cleaning, disinfection, and industrial cleaning) and is delivered through two brands—Green Care Professional for sustainable formulations and Tana Professional for specialized cleaning and disinfection—supported by proprietary dosing systems including Switch, Quick & Easy, Kliks, and Ready 4 U.

Product overview

Werner & Mertz Professional offers a comprehensive portfolio of professional cleaning and hygiene solutions through two main sub-brands: Green Care Professional (sustainable products) and Tana Professional (specialized cleaning and disinfection). The portfolio includes diverse product lines covering laundry (ACTIV), kitchen hygiene (ENERGY, GREASE, APESIN), sanitary cleaning (SANET), surface/floor care (TANET, TANEX, TAWIP, LONGLIFE), carpet care (TUBA), and toilet care (WC). These products are supported by proprietary dosing systems including Switch (innovative dosing and refill), Quick & Easy (foam spray), Kliks (Bag-in-Box/Pouch), and Ready 4 U (pre-filled spray), enabling precise, safe, and sustainable product application across professional cleaning applications including building care, kitchen hygiene, laundry, personal care, sanitary cleaning, disinfection, and industrial cleaning.

Differentiator

Problem solved

Functional benefit

Brands

• Green Care Professional: Sustainable cleaning brand offering high-quality cleaning products in harmony with nature. Safe, effective, and recyclable products for professional cleaning.
• Tana Professional

Products and services

• Green Care Professional Sustainable cleaning brand offering high-quality, safe, effective, and recyclable cleaning products for professional use, focused on holistic cleanliness benefiting humans, animals, and the environment.
• Tana Professional Proven cleaning brand for special cleaning, care products, and disinfectants designed to meet the needs of every professional sector and ensure long-term value retention.
• Switch Dosing System Innovative dosing and refill system providing precise product delivery with sustainable packaging for professional cleaning chemicals.
• Quick & Easy System Easy-to-use mobile spray system enabling quick and easy surface cleaning using foam spray method with safe, economical, and precise dosing.
• Kliks Dosing System (Bag-in-Box & Pouch) Bag-in-Box and Pouch packaging system for ultra-concentrated cleaning products with easy dosing capabilities.
• Ready 4 U System Ready-to-use spray system with pre-filled bottles made from 100% recycled material for immediate application without dilution.
• ACTIV Laundry Products Complete range of laundry detergents including bicompact, delicat, fresh, liquid, perfectKliks, performa, tabs, and universal formulations for professional laundry care.
• APESIN Kitchen & Disinfection Products Kitchen cleaning and disinfection products including KDR food, kitchen Quick&Easy, and spray F for professional food service areas.
• SANET Sanitary Cleaning Products Comprehensive sanitary cleaning product line for all restroom maintenance needs, including multiple formulations for varying soil levels and surface types.
• TANET Surface Cleaners Surface and floor maintenance cleaners for professional cleaning applications.
• TANEX Intensive Cleaners Intensive cleaning products for heavy-duty cleaning applications.
• LONGLIFE Floor Care Products Floor dispersion and protection products for long-lasting floor maintenance.
• TAWIP Floor Cleaners Floor maintenance products for sustainable floor care, including formulations for scrubbing machines and wax finishes.
• ENERGY Dishwasher Products Professional dishwasher detergents formulated for all water hardness levels.
• GREASE Kitchen Degreasers Kitchen degreasing products for professional kitchen cleaning applications.
• TUBA Carpet Care Products Carpet and upholstery cleaning products for professional textile cleaning.
• WC Toilet Cleaners Toilet cleaning products with natural or acid-based formulations for sustainable restroom hygiene.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Green KeycoreGTM or Marketing PartnerGreen Care Professional and Green Key partnership for sustainable tourism. Green Key is a global eco-label for hotels and hostels, and this partnership promotes environmentally responsible cleaning practices in the hospitality sector, aligning sustainability values between both organizations.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Kärcher: Kärcher is a German global leader in cleaning equipment and machines, with growing adjacencies into cleaning chemicals and detergents. Comparable target customers (facility management, hospitality, industrial) but differentiated by hardware-centric business model vs. Werner & Mertz's chemistry focus.

Direct peers

• Dr. Schnell Chemie: Dr. Schnell is a German mid-sized professional cleaning and hygiene manufacturer with strong presence in Germany, Austria, and Switzerland. Directly comparable in product categories (sanitary, kitchen, disinfection) and B2B distribution model to Werner & Mertz Professional.
• Sutter Professional: Sutter Professional is an Italian manufacturer of professional cleaning and hygiene products serving European markets. Direct overlap with Werner & Mertz across surface, sanitary, and kitchen cleaning segments with comparable mid-cap B2B distribution model.
• Diversey (now part of Solenis): Diversey (acquired by Solenis in 2023) is one of the largest global professional cleaning and hygiene solutions providers, serving hospitality, food service, healthcare, and building care. Direct overlap with Werner & Mertz's Tana Professional range across disinfectants, kitchen hygiene, and surface care.
• Christeyns: Christeyns is a Belgium-headquartered specialist in professional laundry detergents, dishwashing, and cleaning chemicals with strong European footprint. Closely comparable to Werner & Mertz in product mix, customer segments (laundry, hospitality, food service), and family-owned/private mid-cap profile.
• Buzil-Werk Wagner: Buzil is a German family-owned manufacturer of professional cleaning products with a comparable mid-cap European profile. Direct overlap with Werner & Mertz in building care, sanitary, kitchen hygiene, and industrial cleaning applications.

Broad incumbents

• Reckitt Benckiser Professional: Reckitt's professional division offers institutional cleaning and disinfection products (e.g., Lysol Professional, Finish Professional) as part of its broader consumer health/ hygiene portfolio. Overlaps with Werner & Mertz's disinfection and surface care categories at much larger scale.
• Ecolab: Ecolab is the dominant global incumbent in commercial cleaning, sanitizing, and water/hygiene solutions, serving nearly every major institutional vertical. Overlaps with Werner & Mertz's professional portfolio across laundry, kitchen hygiene, and disinfection but operates at vastly larger scale and global reach.
• Henkel Professional (LOCTITE & Purbond / Cleaner brands): Henkel operates a broad professional cleaning portfolio under its laundry & home care division alongside its adhesives business. Overlaps with Werner & Mertz in laundry and surface cleaning for institutional customers but is part of a much larger, publicly-traded consumer/industrial conglomerate.

Others

• Sealed Air (Diversey legacy): Sealed Air spun off/sold its Diversey hygiene business but remains an adjacent player in food safety and cleaning through protective packaging and sanitation services. Related to Werner & Mertz through food service hygiene customer overlap rather than direct product competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Customer concentration

• Xtwitter.com/WMProf_Int
• YouTubeyoutube.com/channel/UCtOW2LkpVsgnxlP0tLrcLPA
• LinkedInlinkedin.com/company/werner-&-mertz-professional-srl

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Werner & Mertz