Salubris
Salubris is a Belgian B2B wholesale distributor, founded in 1980 and headquartered in Aalter, supplying professional cleaning products, machinery, hygiene consumables, PPE, and paper goods to healthcare, government, education, industrial, and hospitality customers across the Benelux region.
- Company typePrivate
- Founded1980
- HeadquartersAalter, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Salubris does
Salubris BV is a Belgian B2B wholesale distributor of professional cleaning products, machinery, hygiene consumables, personal protective equipment, paper goods, dispensers, and waste-management solutions, headquartered in Aalter (East Flanders) and operating since 1980. The company serves Belgian and broader Benelux customers across eleven named verticals — including healthcare, hospitals, government, food and non-food industry, education, horeca, leisure, dealers, cleaning companies and agriculture — through a mix of account-managed field sales, a B2B webshop with main/sub-account structures, and a dedicated tender team supporting public-procurement processes. Salubris does not manufacture proprietary technology; instead it distributes third-party brands such as Bennett (exclusive Benelux partner), Willmop, ICE Cobi 18 autonomous cobots, Vileda Professional, Tork/Essity, P&G, VERMOP, and Koala, packaging hardware with Bronze/Silver/Gold service contracts and 24/36/48-month rental or leasing options.
Revenue is generated through product resale (cleaning consumables, paper, PPE, disposables), machinery sales/rental/leasing (Salubris Machinery division), maintenance service packages, and recurring training and consulting under the Salubris 4YOU brand — supported by VLAIO KMO-Portefeuille subsidies (provider registration DV.O254656) and the paid Team S professional community (€75/€180 annual). The company holds ISO 9001 and ISO 14001 certifications (DNV-verified) and was the first Flemish cleaning wholesaler awarded the VOKA Charter for Sustainable Entrepreneurship, anchored on its Plan S (Planet, People, Profit) framework, which is increasingly material for public-sector and healthcare tenders. Operational footprint consists of the Aalter headquarters (showroom, warehouse, primary training center) and a secondary training center in Turnhout, with no publicly disclosed revenue or headcount growth data.
Salubris firmographics
Firmographics- Name
- Salubris
- Legal name
- Salubris BV
- Website
- https://salubris.be
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Salubris is a Belgian B2B wholesale distributor, founded in 1980 and headquartered in Aalter, supplying professional cleaning products, machinery, hygiene consumables, PPE, and paper goods to healthcare, government, education, industrial, and hospitality customers across the Benelux region.
- Ownership category
- akta.pro rank
Salubris industry classification
Industry- Product category
- Professional Cleaning Supplies Distribution
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Paper & Paper Products (5110), Wholesale-Miscellaneous Nondurable Goods (5190)
- akta.pro primary industry
- Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)
- akta.pro secondary industries
- Paper, Tissue, Wipers & Dispensers Distribution (CRAOAGAC), Restroom Hygiene & Odor Control Distribution (CRAOAGAF), Cleaning Tools, Mops, Brooms & Brushes Distribution (CRAOAGAD), Foodservice & Kitchen Cleaning (Warewashing) Distribution (CRAOAGAH)
Keywords
Where Salubris is headquartered
LocationHeadquarters
- HQ city
- Aalter
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
Salubris business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales - Cleaning & Hygiene Supplies: Salubris generates revenue primarily through the sale of professional cleaning products, hygiene articles, paper goods, dispensers, personal protective equipment, disposables, waste management solutions, and related materials. Products are sold via an e-commerce webshop and through account managers. The company acts as a wholesale distributor to businesses and institutions.
- Cleaning Machines - Sales, Rental & Leasing: Salubris Machinery division sells, rents, and leases professional cleaning machines (e.g., Bennett, Willmop, Cobi 18). Financing options include long-term rental (24, 36, or 48 months), financial leasing, and direct purchase. Service packages (Bronze, Silver, Gold) provide additional revenue from maintenance and repairs.
- Training & Consulting Services: Salubris generates revenue from training courses and consulting services for professional cleaning teams and facility managers. Courses include professional cleaning techniques, coaching leadership, team spirit and communication, floor recognition and maintenance, waste management, hand hygiene, and ergonomics. The company is a registered training provider for the KMO-Portefeuille subsidy scheme, making training financially accessible to Flemish SMEs.
- Promotional Products (Salupromo's): Monthly promotional offers on selected products (e.g., P&G, Dipp, Dreft Platinum) drive sales volume through the webshop. These time-limited promotions encourage repeat purchasing and attract new customers to the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Bronze service package: travel costs and technician labor included |
| Other | Pay-as-you-go | Silver service package: Bronze + wear parts included |
| Other | Multi-year contract | Gold service package: full service customized per machine type |
| Subscription | Multi-year contract | Long-term rental of cleaning machines: 24, 36, or 48 months |
| Subscription | Annual | Team S Personal Membership: €75/year |
| Subscription | Annual | Team S Organization Membership: €180/year |
| Subscription | Annual | KMO-Portefeuille subsidies for training (up to €7,500/year) |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
Salubris product offering
Product offeringCore offering
Salubris distributes professional cleaning products, hygiene articles, paper goods, dispensers, personal protective equipment, waste management solutions, and disposables to organizations across Belgium, plus a machinery division selling, renting, and leasing branded cleaning machines (Bennett, Willmop, Cobi 18). The offering is supported by maintenance service packages, certified training and consulting (Salubris 4YOU), the Team S professional community, and the Plan S sustainability framework. Customers can order via field sales account managers or through the Salubris webshop.
Product overview
Salubris is a total solutions provider for professional cleaning, hygiene, and facility maintenance operating as a one-stop-shop since 1980. The core offering centers on the Salubris Assortiment - a comprehensive range of cleaning products, materials, paper goods, dispensers, waste management solutions, personal protective equipment, and disposables. This is complemented by Salubris Machinery (sub-division for cleaning machines) which includes branded products: Bennett professional scrubber-sweeper machines (Smart, Clever, Ranger, Hussar, Patrol, Dragoon, and Tornado series), Willmop vertical scrubbers (50 and 35 models), and Cobi 18 autonomous cleaning cobot. Service extensions include Salubris SERVE maintenance packages (Bronze, Silver, Gold tiers), Salubris 4YOU training and consulting programs, Team S educational network, Plan S sustainability framework, and Salupromo's monthly promotions. Customers are served via an online webshop platform. The company serves diverse sectors including healthcare, government, food industry, hospitals, education, non-food industry, hospitality, leisure, dealers, cleaning companies, and agriculture.
Differentiator
Problem solved
Functional benefit
Brands
- Salubris Machinery: Division of Salubris focused on professional cleaning machines, equipment sales, rental, service and maintenance. Offers brands including Bennett, Willmop, Cobi 18, and ICE robots.
- Bennett
- Willmop
- Cobi 18
- Salubris 4YOU
- Team S
Products and services
- Salubris Assortiment (Core Cleaning Products) Complete range of professional cleaning products, materials, paper goods, dispensers, waste management solutions, and personal protective equipment (PPE) for healthcare, government, industrial, educational, and hospitality customers. Sold via the Salubris webshop and through account managers for one-time purchase.
- Salubris Machinery (Cleaning Machines Division) Division selling, renting, and leasing professional cleaning machines including vacuum cleaners, water suction units, sweeping machines, scrubbing machines, ride-on machines, and autonomous cleaning robots. Branded equipment includes Bennett, Willmop, and Cobi 18 (ICE). Available with multi-year rental/leasing contracts or direct purchase; service coverage is provided by a five-expert team.
- Bennett Professional Cleaning Machines Official Bennett partner for the Benelux, distributing Bennett's full range of professional floor cleaning machines including Smart S510B/S510BT/S550BT, Clever C510BT/C660BT, Ranger R75-66D, Hussar H120-76D/120-75R, Patrol P150-86D/150-85R, Dragoon D200-100D, and Tornado T700B models. Demos, sales and after-sales service delivered across Belgium and the wider Benelux.
- Salubris SERVE Maintenance Service Packages Three-tier maintenance service for cleaning machines: Bronze (travel costs and technician labor included), Silver (Bronze plus wear parts), and Gold (full customizable service including all parts and labor). Tailored for organizations ranging from those with own technical staff to intensively used machines in healthcare and industrial environments.
- Salubris 4YOU Training & Consulting Programs Professional training courses and consulting for cleaning teams and facility managers covering professional cleaning techniques, coaching leadership, team spirit and communication, individual coaching, floor recognition and maintenance, sustainability and waste management, hand hygiene in healthcare, and ergonomics. Delivered at Salubris training centers (Aalter and Turnhout) or on-site, with registration for the KMO-Portefeuille subsidy scheme.
- Team S Professional Community Educational network for cleaning professionals and facility/site managers offering three interactive events per year, training certificates, and peer exchange. Annual membership: Personal €75/year (one designated person) or Organization €180/year (up to three persons per organization).
- Salubris Webshop Online B2B ordering platform for browsing and purchasing Salubris's complete product assortment. Supports main accounts and sub-accounts suitable for multi-site organizations such as school groups, healthcare institutions, and government bodies, with order tracking and budget-approval-friendly account structures.
Quantifiable outcome
- Nearly 50 years of industry experience (since 1980) supporting diverse sectors including healthcare, government, education, food industry, and hospitality
- +3 more outcomes
Companies that use Salubris
Customer profileNamed customers10 records
Segments11 records
Ideal customer profiles7 records
Salubris technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Salubris partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Bennett (Bennett Cleaning Machines)coreSalubris Machinery is the official Bennett partner for the entire Benelux region. As the exclusive Benelux distribution partner, Salubris provides sales, demonstrations, delivery, training, and after-sales service (Bronze, Silver, Gold service packages) for Bennett's full range of professional floor cleaning machines including scrubber-sweepers, sweepers, and ride-on machines. The Bennett partnership is positioned as a key growth area for Salubris Machinery.
- Willmop (TSM Willmop 50 & 35)coreSalubris distributes the Willmop 50 and Willmop 35 professional vertical scrubber-sweeper machines. These lightweight and maneuverable machines are positioned as the lightest and most agile vertical scrubber-sweepers on the market. Salubris provides demos, sales, and service support for Willmop products, targeting hospitals, schools, retail, and hospitality environments.
- ICE (ICE Cobots / Cobi 18)minorSalubris distributes ICE autonomous cleaning cobots, including the Cobi 18. These robots are designed to work alongside professional cleaners, optimizing cleaning processes. The Cobi 18 operates with a data-driven navigation system (GDPR compliant) and provides 90-120 minutes of cleaning per battery charge via lithium-ion technology.
- Procter & Gamble (P&G)coreSalubris is an official distributor of Procter & Gamble products, which are featured prominently in the monthly Salupromo's promotions. P&G products sold include professional cleaning and hygiene solutions. This partnership enables Salubris to offer consumer-brand products alongside its professional range, appealing to dealers and broad-line customers.
- Tork (Essity)coreSalubris sells the full Tork range including dispensers, paper products, and waste bins as part of its total assortment. Tork products are highlighted as part of the company's comprehensive hygiene paper and dispensers category, with a dedicated product catalog available through the webshop.
- Vileda ProfessionalcoreSalubris supplies Vileda Professional cleaning products and equipment, including the Vileda cleaning carts (poetskarren) featured in customer testimonials. Vileda products are part of the broader professional cleaning materials and equipment range.
- VERMOPminorSalubris supplies VERMOP professional cleaning equipment, including work carts and brushes (such as the VERMOP voegenborstel for cleaning grout lines). VERMOP products are highlighted in customer case studies, such as Concertgebouw Brugge's customized work carts.
- Koala (Hygienic Paper & Dispensers)minorSalubris distributes Koala hygienic paper products and dispensers, as evidenced by a dedicated Koala brochure available on the Salubris website. These products address hygiene needs in professional washroom environments.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Salubris competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Salubris social profiles
Digital presenceSalubris compliance and trust
Trust signalCompliance2 records
Salubris financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salubris leadership team
Management profileNumber of profiles
Profiles7 records
Salubris funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salubris 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 Salubris
What does Salubris do?
Salubris distributes professional cleaning products, hygiene articles, paper goods, dispensers, personal protective equipment, waste management solutions, and disposables to organizations across Belgium, plus a machinery division selling, renting, and leasing branded cleaning machines (Bennett, Willmop, Cobi 18). The offering is supported by maintenance service packages, certified training and consulting (Salubris 4YOU), the Team S professional community, and the Plan S sustainability framework. Customers can order via field sales account managers or through the Salubris webshop.
Is Salubris a public or private company?
Salubris is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Salubris founded?
Salubris was founded in 1980. It employs 11 to 50 people.
Where is Salubris based?
Salubris is headquartered in Aalter, Belgium, in the Europe region.
How does Salubris make money?
Four revenue lines are on record. Product Sales - Cleaning & Hygiene Supplies are the primary driver. The others are cleaning Machines - Sales, Rental & Leasing, training & Consulting Services and promotional Products (Salupromo's).
Does Salubris have an API?
No public API is recorded for Salubris.
What industry is Salubris in?
Salubris's product category is Professional Cleaning Supplies Distribution. Its primary akta.pro industry code is CRAOAGAB, Cleaning Chemicals & Disinfectants Distribution, with a secondary code of CRAOAGAC, Paper, Tissue, Wipers & Dispensers Distribution. Its SIC code is 5040.