What Stadsing does

Stadsing A/S is a Danish B2B wholesale distributor of cleaning products, safety equipment, and facility management supplies, headquartered in Nørresundby with a secondary office in Skovlunde. Founded approximately 60 years ago, the company operates as a multi-brand distribution platform offering more than 20,000 SKUs across nine proprietary private-label brands (WeClean, WeCare, Dan-Mop, Green-Tex, Gastrolux, WorkSafe, Glenta, DeliQ) alongside third-party products. Its customer base spans Danish public institutions (hospitals, nursing homes, schools, swimming pools) and a wide cross-section of private-sector buyers including cleaning companies, automotive workshops, logistics operators, hospitality and food service businesses, property managers, and retailers, with exports to 28 additional countries.

The company's distribution model combines a CVR-gated e-commerce platform (stadsing.dk) with a nationwide consultant sales force and warehouse pickup, supported by same-day delivery within Denmark. Core technology assets include the proprietary Stadsing MANAGER ordering platform that captures historical order data and customized product catalogs per customer, integrated dosing systems (WeClean PRO IQ), and hardware products such as cleaning carts (Dan-Mop), dispensers (WeCare), and a robotic cleaning assistant (Viggo SC50 Plus). Certifications include EU Ecolabel, Nordic Swan Mark, and food-contact safety approvals across multiple product lines.

Revenue is generated through negotiated B2B pricing on hardware and consumable sales, with free shipping on orders above 1,000 DKK. Stadsing operates as a privately held subsidiary of OptiGroup, a European full-line provider of cleaning, hygiene, and facility management products, which provides group-level scale and procurement leverage. No public financials, funding rounds, or external investor ownership structures are disclosed.

Name

Stadsing

Legal name

Stadsing A/S

Website

https://stadsing.dk

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Cleaning & Facility Supplies Distribution

NAICS

Other Professional Equipment and Supplies Merchant Wholesalers (423490)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Cleaning Tools, Mops, Brooms & Brushes Distribution (CRAOAGAD)

akta.pro secondary industry

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)

Keywords

• Professional cleaning supplies
• Facility management products
• Safety equipment distribution
• B2B cleaning wholesale
• Catering hygiene supplies

Headquarters

HQ city

Nørresundby

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B wholesale/distribution of cleaning and safety products: Stadsing operates as a B2B wholesale distributor of cleaning products, safety equipment, and facility management supplies. They sell more than 20,000 products to businesses and institutions through their e-commerce platform and sales consultants.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Stadsing A/S is a B2B wholesale distributor of professional cleaning products, safety equipment, and facility management supplies, offering more than 20,000 products across cleaning chemicals, cleaning tools and machines, dispensers, workwear, and catering disposables. The portfolio is anchored by nine private-label brands (WeClean, WeCare, Dan-Mop, Green-Tex, Gastrolux, WorkSafe, Glenta, DeliQ) supported by the proprietary Stadsing MANAGER ordering platform and the Viggo SC50 Plus robotic cleaning assistant, sold through a CVR-gated e-commerce site and direct nationwide consultant sales.

Product overview

Stadsing A/S is a Danish wholesale distributor of professional cleaning, safety, and catering supplies with over 20,000 products. The company operates as a multi-brand platform offering its own private labels (WeClean, WeClean PRO, WeClean Naturally, WeCare, Dan-Mop, Green-Tex, Gastrolux, WorkSafe, Glenta, DeliQ) alongside third-party brands. The core offering centers on WeClean cleaning products, WeClean PRO professional concentrates, and WeClean Naturally environmentally certified lines, supported by equipment brands Dan-Mop (cleaning carts) and Green-Tex (tools). The WeCare dispenser systems and Stadsing MANAGER ordering platform provide complementary services. Additional categories include safety equipment (WorkSafe), catering disposables (DeliQ, Gastrolux), and a full range of cleaning chemicals, tools, machines, waste management, paper products, and personal care items for B2B customers including public institutions and private businesses across Denmark and 28 export markets.

Differentiator

Problem solved

Functional benefit

Brands

• WeClean: Private label cleaning products brand, including WeClean PRO and WeClean Naturally eco-friendly lines
• WeCare
• Dan-Mop
• Green-Tex
• Gastrolux
• WorkSafe
• Glenta
• DeliQ

Products and services

• WeClean WeClean is Stadsing's own-brand cleaning product line including professional concentrates (WeClean PRO, WeClean PRO IQ) for automated dosing in commercial and institutional settings, and the environmentally certified WeClean Naturally line with documented effectiveness. Covers dishwashing, floor care, sanitizing, and surface cleaning applications for professional buyers.
• WeCare WeCare is Stadsing's private-label product line of paper dispensers and paper products for washrooms and hygiene stations, offered in white, stainless steel, and stand-mounted variants for commercial and institutional facilities.
• Dan-Mop Dan-Mop is a private-label line of professional cleaning carts in sizes including Dan-Mop Mini and Midi, designed for use in commercial cleaning operations along with mops, mop handles, and connectors.
• Green-Tex Green-Tex is Stadsing's private-label brand for environmentally focused cleaning textiles and accessories such as cloths, wipes, and related tools.
• Gastrolux Gastrolux is Stadsing's private-label brand of catering and kitchen equipment products intended for professional food service and hospitality customers.
• WorkSafe WorkSafe is Stadsing's 2024-launched private-label workwear and safety clothing product line combining functionality, quality, and design for professional users requiring personal protective equipment.
• Glenta Glenta is a 2023-launched private-label cleaning product series including hand dishwashing, kitchen cleaning, sanitizing, and floor care products designed for professional use.
• DeliQ DeliQ is Stadsing's private-label brand of catering disposable products and packaging for food service and takeaway applications.
• Stadsing MANAGER Stadsing MANAGER is a proprietary ordering and account management platform providing business customers with a complete overview of their products and orders, customized order management, and access to historical ordering data. Requires CVR-registered business customer accounts.
• Viggo SC50 Plus Viggo SC50 Plus is a robotic cleaning assistant launched to automate and ease the workload of professional cleaning staff in commercial and institutional environments.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• OptiGroupparent companyOthersStadsing A/S is part of OptiGroup, as indicated by the logo displayed on their website. OptiGroup is a European full-line provider of cleaning, hygiene and facility management products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyreco: European B2B distributor of workplace supplies, including cleaning products, hygiene consumables, and PPE across 25+ countries. Highly comparable as a direct peer in workplace and facility supply distribution with similar multi-country reach and B2B sales-led model.
• Imperial Dade: North American distributor of foodservice packaging, janitorial, and cleaning supplies to B2B customers. Comparable as a direct peer in the janitorial/sanitation distribution category with similar multi-SKU, multi-brand B2B model and overlapping end markets including hospitality and institutions.
• Diversey: Global provider of cleaning chemicals, hygiene solutions, and infection-prevention products for institutional and industrial customers. Comparable as a direct peer in the professional cleaning chemicals and hygiene category that Stadsing distributes under its WeClean and Glenta lines.
• Papyrus (OptiGroup): European office and workplace supplies distributor operating as a sister business within the OptiGroup family alongside Stadsing. Directly comparable as a multi-country B2B distributor of workplace consumables, with adjacent but overlapping customer and supplier bases.
• Dr. Schnell Chemie: German manufacturer and supplier of professional cleaning chemicals, disinfectants, and hygiene products for institutional and industrial customers. Comparable as a direct peer in the professional cleaning chemistry category where Stadsing competes with its WeClean and Glenta product lines.

Broad incumbents

• CWS (Haniel Group): European provider of workplace hygiene, washroom, and cleanroom solutions, including hand hygiene, paper, and cleaning services. Comparable as a facility hygiene distributor with overlapping categories (paper dispensers, hand hygiene, cleaning) and a similar B2B institutional customer base.
• Bunzl plc: Global B2B distribution group specializing in cleaning, hygiene, safety, and foodservice products across 30+ countries. Comparable as a much larger incumbent operating in the same janitorial/safety product distribution category, with overlapping customer types and SKU categories.
• Rentokil Initial: Global hygiene and pest-control services group that supplies washroom hygiene, cleaning products, and consumables to commercial customers. Comparable as a broader incumbent in commercial hygiene with overlapping products (paper, soap, dispensers) and institutional customers.
• OptiGroup: OptiGroup is Stadsing's parent company and a leading European full-line distributor of cleaning, hygiene, and facility management products across multiple countries. Directly comparable as a broader incumbent in the same JanSan/facility management distribution space that Stadsing serves.

Regional players

• Wexor Group: Nordic distributor of professional cleaning products and hygiene supplies based in Norway. Comparable as a regional peer in the Nordic JanSan distribution market with similar product categories and B2B institutional customer focus, but serving a different geography than Stadsing's Denmark base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stadsing-a-s

Compliance4 records

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 Stadsing