Rolco

What Rolco does

Rolco (legal entity ROLCO-VIANIL S.A.) is a privately held Greek manufacturer of detergents and cleaning products headquartered in Rentis, Athens. Founded in 1948 as a paints and detergents producer in Moschato, the company has operated for 75 years and is currently the largest purely Greek detergent manufacturer, ranked among the top three in Southern Europe. Its portfolio spans branded consumer products (laundry detergents under ROL, dishwashing liquids under Ava, eco lines under MyPlanet/MyBabyPlanet, probiotic products under Bionol, and disinfectant Rol Quickguard), private label supply to the major Greek retail chains (Metro, AB, Sklavenitis/ΕΥΣ, Galaxias/Πέντε ΑΕ), and full contract manufacturing services for third parties including multinational cleaning product companies.

The company's underlying technology is detergent and cleaning product formulation supported by a fully digitized manufacturing platform implemented since 2022, with real-time monitoring across 56 standardized QA procedures, 20,828 quality checks annually, and 6,064 microbiological tests. Production capacity stands at 40,000+ tonnes per year across powder and liquid forms with packaging throughput of 200+ bottles per minute. R&D differentiates through category-first innovations — including the first probiotic cleaning products in Europe (Rol Drywash, Bionol Indoor, 2020), the first enzyme-based liquid dishwasher detergent in Greece (2023), and the only one-minute no-residue disinfectant in Greece (Rol Quickguard, 2019) — supported by participation in the OXIPRO Horizon 2020 research consortium.

Rolco generates revenue through three streams: branded consumer product sales across retail chains, e-commerce (rolcoshop.gr), and its own retail station; private label manufacturing for retail partners; and contract manufacturing for third parties and multinational brands. Distribution spans 13 countries across Western Europe (UK, France, Italy, Spain, Portugal, Austria) and Eastern Europe (Bulgaria, Romania, Albania, North Macedonia, Kosovo, Cyprus), plus the Greek domestic market. The B2B/professional segment is served through direct field sales and the Rolco Christeyns partnership for professional cleaning solutions. Certification stack includes ISO 9001/14001/45001, BRC Global Standard, EU Ecolabel, SMETA, TfS, and EcoVadis assessments, supporting both multinational contract wins and private label supply.

Name

Rolco

Legal name

ROLCO – VIANIL S.A. INDUSTRY OF DETERGENTS AND SOAPS

Website

https://rolco.gr

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

51–100 employees

Short description

Rolco (ROLCO-VIANIL S.A.) is Greece's largest purely Greek detergent and cleaning product manufacturer, founded in 1948, producing branded consumer goods, private label products for major Greek retailers, and contract manufacturing for multinational brands across 13 European countries.

Ownership category

akta.pro rank

Product category

Household Cleaning Products Manufacturing

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612)

SIC

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

akta.pro primary industry

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

akta.pro secondary industry

Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

Keywords

• Detergent manufacturing
• Household cleaning products
• Laundry detergents
• Dishwashing liquids
• Contract manufacturing

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Detergent and Cleaning Products: Sale of branded consumer products including laundry detergents, dishwashing liquids, general-purpose cleaners, and surface disinfectants under brands such as ROL, Ava, MyPlanet, Baby Planet, Essex, Roli, and Bionol. Products sold directly through retail stations and through third-party retail chains.
2. Private Label Manufacturing: Contract manufacturing of private label products for retail partners. Rolco develops and produces customized detergent and cleaning products under retailer brands, focusing on quality, reliability, and excellent value for money.
3. Contract Manufacturing: With many years of experience and exceptional know-how, Rolco undertakes product manufacturing to meet third-party needs. From design and formulation to final production, Rolco guarantees excellent quality and consistency at every stage of the process.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Rolco manufactures and sells detergents and cleaning products under multiple consumer brands including Rol (laundry), Ava (dishwashing), MyPlanet/MyBabyPlanet (eco-friendly), Bionol (probiotic), Rol Quickguard (disinfectant), Essex, and Roli. Beyond branded products, the company offers Private Label and Contract Manufacturing services, producing custom-formulated cleaning products under retailer brands for Greek retail chains (Metro, AB, Sklavenitis, Galaxias) and multinational clients across 13 European countries.

Product overview

Rolco is Greece's largest purely Greek manufacturer of detergents and cleaning products, operating as a comprehensive portfolio company with multiple consumer brands and business-to-business services. The product portfolio centers on four main categories: Laundry Detergents & Care, Multi-Purpose Cleaning, Sustainable Cleaning, and B2B Professional Solutions. Key consumer brands include Rol (original laundry detergent brand since 1958), MyPlanet/MyBabyPlanet (EU Ecolabel-certified eco brand), Bionol (probiotic indoor products), Rol Quickguard (fast-acting disinfectant), Ava (dishwashing liquid), Essex, and Roli. Beyond branded products, Rolco offers Private Label manufacturing services and full Contract Manufacturing for retail partners and third parties. The company positions itself as one of the three largest detergent manufacturers in Southern Europe, bridging international standards with local market needs.

Differentiator

Problem solved

Functional benefit

Brands

• MyPlanet: Ecological cleaning product brand certified with EU Ecolabel
• Baby Planet
• Bionol
• Essex
• Rol
• Roli
• Rolco Christeyns

Products and services

• Rol Laundry Brand Core laundry detergent brand featuring the original powder detergent introduced in 1958 with biodegradable formula, now expanded to include handwash powder, probiotic hand sanitizer (Rol Drywash), and enzyme-based formulations for consumer households.
• Ava Dish Soap First liquid dishwashing detergent brand launched in Greece in 1964, marketed as 'the first cosmetic in the kitchen' with innovative formula caring for hands.
• MyPlanet / MyBabyPlanet Eco Brand Eco-friendly product lines certified with EU Ecolabel, representing the first large-scale ecological brand across the full range of FMCG products in Greece, including baby care products.
• Bionol Probiotic Cleaning Products Probiotic-based indoor cleaning products featuring environmentally friendly formulations with probiotic and enzyme technology, including Rol Drywash hand sanitizer and Bionol Indoor.
• Rol Quickguard Surface Disinfectant Surface disinfectant effective in just 1 minute and leaving no chemical residues; the only product in Greece with this profile at launch.
• Essex Consumer Cleaning Brand Consumer cleaning product brand within Rolco's portfolio of household detergents and cleaners.
• Roli Consumer Cleaning Brand Consumer cleaning product brand within Rolco's portfolio of household detergents and cleaners.
• Laundry Detergents & Care Product Line Advanced laundry detergents that respect both consumer health and the environment, delivering cleaning results while caring for fabrics to keep them soft and smooth.
• Multi-Purpose Cleaning Product Line General-purpose surface cleaners designed for effective cleaning on a wide range of surfaces, easily removing dirt, grease, and stains while being gentle on user and environment with recyclable packaging.
• Sustainable Cleaning Product Line Products combining high performance with environmental responsibility, delivering cleaning results across every space in home or business with eco-friendly ingredients.
• B2B Professional Solutions Comprehensive range of professional cleaning products designed to meet the demanding needs of businesses, providing high-performance solutions for industrial, hospitality, foodservice, and commercial applications.
• Private Label Manufacturing Service Contract manufacturing service offering a range of private label products designed to meet the needs and demands of retail partners, focusing on quality, reliability, and excellent value for money.
• Contract Manufacturing Service Full-service contract manufacturing from design and formulation to final production, guaranteeing excellent quality and consistency at every stage of the process for third-party needs.

Quantifiable outcome

• 101% export sales growth in 2020 vs 2019, expanding from 7 to 13 countries
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• Rolco ChristeynscoreStrategic or Co-development Partner · 1 January 2025Rolco Christeyns operates as a collaborative partner in Rolco's corporate social responsibility initiatives. Together they support community causes including donations to educational institutions and social organizations.
• Leading Multinational CompaniescoreStrategic or Co-development Partner · 1 January 2020During 2020, Rolco secured new collaborations with leading multinational companies in the detergent and cleaning products sector, leveraging disinfection products validated by international independent laboratories and compliant with European safety protocols.
• OXIPRO Horizon 2020 ConsortiumstrategicStrategic or Co-development PartnerInternational research consortium developing green alternative raw materials and replacing potentially hazardous chemical substances. Rolco represents the European detergent industry in collaboration with universities, industry associations, and other industrial partners (cosmetics, textiles, fisheries).
• Greek Universities (Engineering Schools)minorStrategic or Co-development PartnerRolco collaborates with Greek universities, primarily engineering schools, offering more than 14 internship positions to students annually. Maintains open channels between industry and research through scientific activities and presentations.
• MetrocoreChannel Partner/ Reseller/ DistributorGreek retail chain partnership for private label products including My Home and Best Price brands of laundry detergents, hand washing powders, and dishwashing liquids.
• ABcoreChannel Partner/ Reseller/ DistributorGreek retail chain partnership for private label powder laundry detergents under Sea Breeze and Citrus Dew brands.
• ΕΥΣ/SklavenitiscoreChannel Partner/ Reseller/ DistributorGreek retail chain partnership for private label Drolio brand hand dishwashing liquids and laundry detergents.
• Πέντε ΑΕ/GalaxiascoreChannel Partner/ Reseller/ DistributorGreek retail chain partnership for private label products including Antibacterial Spray, Bath Spray, Fabric Softeners, Laundry Liquid Detergents, General Purpose Cleaners, Hand Dishwashing Liquids, Window Cleaners under Galaxias brand.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Henkel: German multinational with a leading laundry & home care division (Persil, Pril, Bref, Somat) — directly comparable product portfolio (laundry, dishwashing, surface cleaners) with far greater scale and global reach than Rolco.
• Procter & Gamble: Global FMCG leader with Ariel, Fairy, Mr. Proper, and Lenor competing directly in Rolco's laundry, dishwashing, and surface cleaner categories across its European export markets.
• Unilever: Global FMCG major with Persil, Cif, Domestos, and Sun competing directly with Rolco in laundry and home care, including strong European distribution that overlaps with Rolco's 13-country footprint.
• Reckitt: Global consumer health and hygiene company with Finish (dishwashing), Vanish (laundry), and Cillit Bang (surface care) — directly comparable product categories and European retail distribution overlap with Rolco.
• Kao Corporation: Japanese multinational with a strong laundry and home care portfolio (Attack, CuCute dishwashing) — comparable in product breadth (laundry, dishwashing, surface cleaners) and in leveraging differentiated chemistry (enzymes, surfactants) similar to Rolco's enzyme-based innovations.
• Church & Dwight: US-listed household products manufacturer with OxiClean, Xtra, and Arm & Hammer laundry and cleaning brands — comparable branded CPG portfolio across laundry and surface care categories.

Direct peers

• McBride: UK-based leading European manufacturer of private label and contract-manufactured household cleaning and personal care products — closely comparable to Rolco's private label and contract manufacturing business across laundry, dishwashing, and surface cleaners.
• Werner & Mertz: German family-owned manufacturer of ecological cleaning products (Frosch, Ecover) — comparable mid-sized European manufacturer with a strong sustainable/eco-certified product positioning similar to Rolco's MyPlanet and Bionol lines.
• Christeyns: Belgian professional cleaning and hygiene solutions manufacturer, co-partner with Rolco via the Rolco Christeyns joint venture — directly comparable in B2B professional cleaning formulations and European commercial hygiene market.

Regional players

• Sarantis: Greek-listed FMCG group operating in personal care, home care, and cosmetics across Eastern and Southern Europe — direct regional peer with overlapping product categories and Balkan distribution overlap with Rolco.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rolco-vianil

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Rolco