Casabella

What Casabella does

Casabella is a household cleaning tools brand founded in 1988 and operated by Bradshaw International, Inc. (dba Bradshaw Home), a privately held, diversified consumer-products company headquartered in Rancho Cucamonga, California whose portfolio also includes Good Cook and Bialetti. Casabella designs and sells functional cleaning tools for residential use — including microfiber mops, brooms, dusters, scrubbers, sponges, gloves, and sink-organization products — positioned around Italian-inspired design, functional innovation, and eco-consciousness. The brand serves general consumers and homeowners as its primary segment, with a secondary eco-conscious segment addressed through two sub-brands: Infuse (non-toxic refillable spray-clean systems) and Kind (plant-based, FSC-certified, and recycled-content tools).

The product portfolio spans 70+ SKUs across Kitchen, Bathroom, Home, Floor, and Replace & Refill categories. Notable proprietary designs include the Clean Water Spin Mop (dual-bucket system separating clean and dirty water), the cordless rechargeable Power Spin Scrubber (up to 420 RPM, ~100-minute runtime, interchangeable attachments), the patent-protected Waterblock double-cuff glove, and the modular Click, Clean & Organize (CCO) system in which interchangeable heads share a common handle. Several designs are described as proprietary; only the Waterblock glove is documented as patent-registered.

The business monetizes through one-time unit sales via two channels: a direct-to-consumer e-commerce storefront (casabella.com, free ground shipping over $34.99) and retail/wholesale distribution, with Target explicitly named as a partner carrying the CCO collection. Go-to-market is product-led, reinforced by earned media (BuzzFeed, Real Simple, Eating Well, Glamour), content/blog marketing, organic social (Instagram, TikTok, YouTube, Pinterest, Facebook), email, and influencer campaigns managed via Finn Partners. Recurring revenue is limited but supported by a replacement-and-refill catalog for mops, brushes, and cartridges.

Name

Casabella

Legal name

Bradshaw International, Inc.

Website

https://casabella.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Casabella designs and sells household cleaning tools — mops, scrubbers, dusters, sponges, and gloves — to general and eco-conscious consumers via its DTC storefront and retailers like Target. It is a brand of privately held Bradshaw International.

Ownership category

akta.pro rank

Product category

Household Cleaning Tools

NAICS

Broom, Brush, and Mop Manufacturing (339994), Small Electrical Appliance Manufacturing (33521)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Electric Housewares & Fans (3634)

akta.pro primary industry

Brooms, Brushes & Dustpans (CRAJAIAA)

akta.pro secondary industries

Kitchen & Household Sponges, Scrubbers & Scouring Pads (CRAJAGAJ), Cleaning Caddies, Storage & Organization Accessories (CRAJAIAI)

Keywords

• Household cleaning tools
• Microfiber mops
• Spin scrubber brushes
• Eco-friendly sponges
• Sink organization products

Headquarters

HQ city

Congers

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, Infrastructure

Revenue model

1. Direct-to-Consumer E-Commerce: Casabella sells its full product catalog directly to consumers through its e-commerce website casabella.com. Customers can browse by area (Kitchen, Bathroom, Home, Floor), by product type (mops, brooms, dusters, brushes, sponges, gloves), or by brand (Casabella, Infuse, Kind). Products are sold as one-time purchases with free ground shipping on orders over $34.99.
2. Retail / Wholesale Distribution: Casabella products are sold through major retail partners. The 'Click, Clean & Organize' collection is explicitly mentioned as available at Target. The company also operates wholesale relationships with other retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Casabella designs, manufactures, and sells branded household cleaning tools including microfiber mops, brooms, dusters, scrub brushes, sponges, cleaning gloves, microfiber cloths, and sink-organization products. The portfolio is organized under three sub-brands—core Casabella, Infuse (non-toxic refillable cleaning system), and Kind (plant-based sustainable cleaning tools)—and is sold through the company's own e-commerce site and major retail partners such as Target.

Product overview

Casabella is a cleaning tools company offering a portfolio of branded cleaning products organized across multiple sub-brands. The core Casabella brand provides innovative cleaning tools including the Clean Water Spin Mop (featuring a two-bucket system for separating clean and dirty water), the Flat Mop Bucket System, and the Power Spin Scrubber (a rechargeable cordless spinning brush). The Click, Clean & Organize modular system enables customers to purchase interchangeable cleaning heads that share a common handle, reducing storage space and cost. The Infuse sub-brand offers non-toxic cleaning systems with refillable concentrates to reduce plastic waste. The Kind sub-brand provides eco-friendly tools made from renewable materials including plant-based sponges and FSC certified beechwood handles. Additional product lines include microfiber cloths, dusters, brushes, gloves, sink organization tools, and replacement refills. Products are available primarily through retail channels including Target.

Differentiator

Problem solved

Functional benefit

Brands

• Infuse: The non-toxic quick-clean system for every surface designed to help reduce plastic waste.
• Kind

Products and services

• Casabella Extendable Power Spin Scrubber A rechargeable cordless spinning brush cleaner with adjustable head that extends up to 47.5 inches, featuring spin speeds up to 420 RPM and four unique scrubbing attachments for residential household cleaning tasks.
• Casabella Clean Water Spin Mop A two-bucket mop system that separates clean water from dirty water with easy-fill lift-away buckets, pedal spinner, built-in measuring cup, and hex-design microfiber mop head designed for corner cleaning on residential hard floors.
• Casabella Flat Mop Bucket System

Quantifiable outcome

• Power Spin Scrubber delivers up to 420 RPM spinning action for effective dirt and grime removal
• +5 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Bradshaw International, Inc. (Bradshaw Home)coreOthersBradshaw International, Inc. (doing business as Bradshaw Home) is the parent company and trademark owner of Casabella. Casabella.com is operated by Bradshaw Home, and the privacy policy and terms of use are governed by Bradshaw International. The company also owns related brands including Good Cook, Bialetti, Infuse Clean, and other household product brands.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• E-Cloth: Specialty microfiber cleaning brand with strong eco and high-performance positioning. Overlaps with Casabella's microfiber cloths, mop pads, and Kind sub-brand's sustainable positioning.
• Skura Style: Design-forward microfiber mop and cleaning-system brand sold DTC and through select retailers. Comparable to Casabella on design differentiation and premium positioning within the household cleaning-tools category.

Broad incumbents

• Rubbermaid: Flagship Newell Brands home organization and cleaning products portfolio with broad presence in mops, buckets, and storage. Overlaps with Casabella's core mop and caddy categories but operates as a much broader housewares platform.
• Scotch-Brite: 3M-owned household cleaning-tools brand covering sponges, scrubbers, and cloths. Competes with Casabella's sponge and scrubber SKUs at mass retail but sits within a much larger diversified parent.
• Swiffer: Procter & Gamble's premium floor-cleaning system spanning dry and wet mops, pads, and refill cartridges. Direct competitor to Casabella's Flat Mop and Clean Water Spin Mop franchises and a benchmark for refill-driven economics.
• BISSELL: Floor-care and home-cleaning appliance leader (vacuums, carpet shampooers, steam mops). Casabella's Power Spin Scrubber line competes with BISSELL's spot-cleaning and electric scrubbing products as the brand extends into powered devices.

Direct peers

• Libman: Family-owned US manufacturer of household cleaning tools including mops, brooms, brushes, and sponges. Direct comparable on product mix and channel strategy (mass retail and DTC) to Casabella.
• O-Cedar: Heritage consumer brand specializing in household cleaning tools — mops, brooms, sponges, and replacement heads — sold through mass retailers including Target. Direct head-to-head competitor to Casabella's mop and floor-care portfolio.
• Scrub Daddy: D2C-native and retail-distributed cleaning-tools brand built around proprietary polymer sponges and a rapidly expanding accessories and electric scrubber line. Competes directly with Casabella for Target shelf space and consumer attention in cleaning tools.
• Vileda: Freudenberg-owned global cleaning-tools brand with deep strength in mops, brooms, and microfiber. Direct comparable on product mix; competes with Casabella's broadly but operates across multiple European markets rather than focused US distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/casabellaclean
• Facebookfacebook.com/casabella.beclean
• Instagraminstagram.com/casabellaclean
• Pinterestpinterest.com/CasabellaCleancom/_created
• TikToktiktok.com/@casabellaclean
• Xx.com/casabellaclean
• LinkedInlinkedin.com/company/113147

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 Casabella