Bettanin
Bettanin is the leading Brazilian manufacturer of household cleaning utensils, producing 330M+ items per year across brooms, mops, sponges, and brushes under brands like Noviça and EsfreBom, sold through Brazilian retail, the LOTS Home Shop e-commerce platform, and export channels to mass-market consumers.
- Company typePrivate
- Founded1947
- HeadquartersEsteio, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Bettanin firmographics
Firmographics- Name
- Bettanin
- Legal name
- Bettanin
- Website
- https://bettanin.com.br
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Bettanin is the leading Brazilian manufacturer of household cleaning utensils, producing 330M+ items per year across brooms, mops, sponges, and brushes under brands like Noviça and EsfreBom, sold through Brazilian retail, the LOTS Home Shop e-commerce platform, and export channels to mass-market consumers.
- Ownership category
- akta.pro rank
Bettanin industry classification
Industry- Product category
- Household Cleaning Utensils
- NAICS
- Broom, Brush, and Mop Manufacturing (339994)
- akta.pro primary industry
- Brooms, Brushes & Dustpans (CRAJAIAA)
- akta.pro secondary industries
- Kitchen & Household Sponges, Scrubbers & Scouring Pads (CRAJAGAJ), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)
Keywords
Where Bettanin is headquartered
LocationHeadquarters
- HQ city
- Esteio
- HQ country
- Brazil
- HQ region
- Latin America
Offices3 records
Markets served
Bettanin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Cleaning Utensils Sales: Bettanin generates revenue through the manufacture and sale of household cleaning utensils and accessories. Products are sold through retail channels and e-commerce platforms as one-time purchases.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Bettanin product offering
Product offeringCore offering
Bettanin manufactures and sells household cleaning utensils and hygiene products across Brazil under multiple brands including Noviça (brooms, mops, brushes), EsfreBom (antibacterial sponges and cloths with silver ion technology), Brilhuns, Sanilux, Jeitosa, Bettabanho, BettaGreen (sustainable bamboo-handled line), and a Pet-Friendly line. The company produces more than 330 million items per year from two manufacturing facilities and distributes through retail stores and the LOTS Home Shop e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Noviça: Leading brand in brooms and mops, holder of the largest mop portfolio in the market. Noviça Original is the #1 broom in Brazil according to Nielsen Scantrack 2.0 AS ranking.
- EsfreBom
- Brilhus
- Sanilux
- Jeitosa
- Bettabanho
- BettaGreen
- Bettanin Internacional
Products and services
- Noviça Brand offering brooms, mops, and brushes for household cleaning. Noviça Original is the #1 broom in Brazil per Nielsen retail data, and the brand holds the largest mop portfolio in the market.
- EsfreBom Brand offering sponges, cloths, and cleaning wipes featuring Silver Ions Technology that eliminates up to 99.9% of bacteria (S. Aureus and E. Coli). Ranked #1 in sponges and 3rd in cloths in Brazil per Scanntech data.
- Bettanin (Main Brand) Core brand of household cleaning utensils under the Bettanin name, including the Bettanin Internacional sub-line with trilingual packaging for external market growth.
- Brilhus (Brilhus) Brand offering cost-effective cleaning utensils with emphasis on value for consumers.
- Sanilux Brand specializing in bathroom cleaning products with modern and innovative designs, including sanitary brushes and other bath-related utensils.
- Jeitosa Cleaning products brand under the Bettanin portfolio.
- Bettabanho Brand offering bath cleaning products under the Bettanin portfolio.
- BettaGreen Sustainable product line with bamboo handles and cellulose sponges, including ecological multi-use sponge, foldable sink squeegee, dish washing brush, bottle brush, corner brush, multi-use brush, and dustpan with brush, targeting environmentally conscious consumers.
- Pet-Friendly Cleaning Line Pet-focused product line with 4+ SKUs including pet hair brush, hygienic pet scoop, rubber broom, and washable adhesive roller mop, designed for Brazilian households with pets (160 million pets, 3rd largest market globally).
- LOTS Home Shop E-commerce Store Official online retail storefront where Brazilian consumers can purchase the full Bettanin brand portfolio directly.
Quantifiable outcome
- Noviça Original ranked #1 broom in Brazil
- +2 more outcomes
Companies that use Bettanin
Customer profileSegments4 records
Ideal customer profiles3 records
Bettanin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bettanin partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Hospital do GRAACC (Grupo de Apoio ao Adolescente e a Criança com Câncer)coreBettanin's Noviça brand partners with Hospital do GRAACC for the Movimento Dourado (Golden Movement) campaign, raising awareness and funds for childhood and adolescent cancer treatment. A portion of sales from special Noviça Original broom editions goes to the hospital. The partnership has been running for over 10 years.
- ASLOREcoreASLORE is a non-profit company responsible for ensuring recycling of 22.0% of the packaging declared by Bettanin's environmental area. This partnership supports the company's sustainability initiatives and waste management programs.
- InBettacoreInBetta is the parent company of Bettanin, managing the group's institutional operations, sustainability initiatives, and corporate governance. The company also handles boleto payments and corporate communications.
- LOTS Home ShopcoreLOTS Home Shop is Bettanin's official e-commerce platform where consumers can purchase all Bettanin brand products directly online.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Bettanin competitors and assessment
Company assessmentDirect peers
- Addis: UK-based household cleaning tools and housewares manufacturer producing brooms, brushes, mops, and cleaning cloths. Comparable product breadth and target end-market (mass consumer) as Bettanin's cleaning utensil line.
- Limppano: Brazilian household cleaning products company focused on cleaning utensils (brooms, mops, cloths, sponges) and disinfection solutions. Direct Brazil-based competitor in the same SKU categories and retail channels.
- Spontex: Global household cleaning tools specialist (owned by Freudenberg) producing sponges, mops, gloves, and cleaning cloths for consumer and professional use. Highly comparable product/market overlap with Bettanin's EsfreBom and Noviça lines.
- Bombril: Brazil's flagship household cleaning brand, dominant in steel wool sponges (Bombril-branded scourer is a household name) and broader cleaning products. Most direct Brazilian competitor across sponges, multi-purpose cleaners, and household cleaning SKUs.
- Vileda: Leading European household cleaning brand (Freudenberg Home & Cleaning Solutions) for mops, cloths, brooms, and window cleaners. Direct global comparable in mops and cleaning tools, with similarly broad product portfolio spanning mass and premium tiers.
- Condor: Brazilian household cleaning tools manufacturer producing brooms, mops, brushes, and sponges for the mass market. Comparable product mix and distribution channel focus as Bettanin, competing head-to-head in mid-tier cleaning utensils.
- Libman: US-based family-owned manufacturer of household cleaning tools (brooms, mops, brushes, squeegees, scrubbers). Comparable product mix, target end customer, and family/private-company positioning to Bettanin.
Broad incumbents
- SC Johnson: Global household cleaning products major (Mr. Muscle, Pronto, Ajax among others) with significant Brazilian presence. Competes indirectly via chemical cleaners and cleaning wipes; both companies serve the same Brazilian household cleaning buyer.
- Procter & Gamble Home Care: Global CPG incumbent with Mr. Clean, Fairy, and other household cleaning brands. Indirect competitor in the broader household cleaning category but highly relevant on pricing benchmarks, retail relationships, and category strategy.
- 3M Consumer Health & Home: Global consumer products giant with overlapping cleaning products including Scotch-Brite scouring pads and cleaning tools. Operates at much larger scale with broader portfolio including industrial and medical; competes in adjacent cleaning-utensil space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bettanin social profiles
Digital presenceBettanin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bettanin leadership team
Management profileNumber of profiles
Profiles3 records
Bettanin subsidiaries and ownership
Company hierarchySubsidiaries8 records
Bettanin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bettanin 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 Bettanin
What does Bettanin do?
Bettanin manufactures and sells household cleaning utensils and hygiene products across Brazil under multiple brands including Noviça (brooms, mops, brushes), EsfreBom (antibacterial sponges and cloths with silver ion technology), Brilhuns, Sanilux, Jeitosa, Bettabanho, BettaGreen (sustainable bamboo-handled line), and a Pet-Friendly line. The company produces more than 330 million items per year from two manufacturing facilities and distributes through retail stores and the LOTS Home Shop e-commerce platform.
Is Bettanin a public or private company?
Bettanin is a private company. It is classified as corporate owned and is currently operating.
When was Bettanin founded?
Bettanin was founded in 1947. It employs 1,001 to 5,000 people.
Where is Bettanin based?
Bettanin is headquartered in Esteio, Brazil, in the Latin America region.
How does Bettanin make money?
One revenue line is on record: cleaning Utensils Sales.
Who are Bettanin's main competitors?
Direct peers on record are Addis, Limppano, Spontex, Bombril, Vileda, Condor and Libman. Broad incumbents are SC Johnson, Procter & Gamble Home Care and 3M Consumer Health & Home.
Does Bettanin have an API?
No public API is recorded for Bettanin.
What industry is Bettanin in?
Bettanin's product category is Household Cleaning Utensils. Its primary akta.pro industry code is CRAJAIAA, Brooms, Brushes & Dustpans, with a secondary code of CRAJAGAJ, Kitchen & Household Sponges, Scrubbers & Scouring Pads. Its NAICS code is 339994.