Hemrex

What Hemrex does

Hemrex AB (org nr 556840-1292) is a privately held Swedish facilities and household services company founded in 2011 and headquartered in Ystad, Skåne. It provides a broad portfolio of labor-intensive services spanning home cleaning (Hemstädning), deep cleaning (Storstädning), move-out cleaning (Flyttstädning), moving assistance (Flytthjälp), window washing, garden/landscape maintenance, senior care (Seniorservice), handyman services, and an in-house laundry (Tvätteri). For commercial clients it offers office cleaning, construction cleaning, office moves, and errand/caretaker services. The company operates roughly 87 employees across five regional offices covering Skåne, Uppsala, and the newly opened Kalmar/Öland market.

The business model combines recurring subscription plans (Abonnemang) — offered at weekly, bi-weekly, or monthly frequencies with fixed monthly pricing — and one-time engagements priced per hour, per square meter, or per occasion. All pricing is presented net of Swedish RUT/ROT labor tax deductions, and Hemrex administers the tax-deduction process with Skatteverket on customers' behalf, plus a per-visit visit fee. Go-to-market is sales-led and direct-to-consumer: acquisition runs through the hemrex.se website with self-serve booking, a phone customer-service line, free pre-booking home visits, email newsletters, and campaign landing pages for new-market launches. Customer segments are horizontal — residential/private customers (primary), corporate/B2B clients, senior citizens (65+, who qualify for a higher SEK 50,000 annual RUT limit), and vacation-rental property managers.

Underlying operational technology is modest but purposeful: a proprietary in-house route-optimization program calculates optimal daily field-staff routes to cut transport distances, and the laundry uses an "advanced wet-wash" method with water and biodegradable, Svanen-certified detergents in place of conventional dry cleaning. Sustainability is a stated positioning pillar (the "Gröna Hemrex" sub-brand), including a 100% fossil-free transport goal by 2030, ~450 m² of solar panels generating ~50,000 kWh/year, and 90% self-mixed biodegradable cleaning agents. The company was named "Sveriges bästa städfirma 2025" by review platform Reco.se and has held a recommendation badge for seven consecutive years.

Name

Hemrex

Legal name

Hemrex AB

Website

https://hemrex.se

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Hemrex is a Swedish facilities-services company offering home and office cleaning, moving assistance, laundry, garden maintenance, and senior care to residential, corporate, and vacation-rental customers across Skåne, Uppsala, Kalmar, and Öland via subscription and one-time RUT/ROT-eligible plans.

Ownership category

akta.pro rank

Product category

Facility Services

NAICS

Janitorial Services (561720), Drycleaning and Laundry Services (except Coin-Operated) (812320)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Turnover Cleaning + Laundry Service (HSAEAEAB)

akta.pro secondary industries

Subscription / Membership Wash-and-Fold Plans (HSAJABAH), Commercial / Small-Business Wash-and-Fold (Salons, Gyms, Spas, Airbnb Hosts) (HSAJABAE)

Keywords

• Home cleaning services
• Office cleaning services
• Window washing
• Garden maintenance
• Senior care assistance

Headquarters

HQ city

Ystad

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription / Abonnemang (Recurring): Recurring subscription plans (Abonnemang) for home cleaning, window washing, garden services, and senior care. Available as weekly, bi-weekly, or monthly intervals. Customers commit to ongoing service with fixed monthly rates. Subscription includes access to a time pot (timpott) system.
2. One-time / Engångsuppdrag: One-time services including deep cleaning (storstädning), move-out cleaning (flyttstädning), end-of-stay cleaning for vacation rentals (slutstäd semesterboende), window washing, garden services, and moving assistance. Priced per square meter, per hour, or per occasion.
3. Laundry / Tvätteri Services: Household laundry, dry cleaning, and large home textile services (sofa covers, mattresses, carpets, curtains) through Hemrex's own laundry facility. Available per occasion or as subscription.
4. Corporate / B2B Services: Office cleaning (kontorsstädning), building cleaning (byggstädning), office moves, errand and caretaker services (bud & vaktmästartjänster), and gardening for commercial clients. Offered on subscription or per-project basis.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Hemrex AB is a Swedish facilities service company that delivers home cleaning (Hemstädning), deep cleaning (Storstädning), move-out cleaning (Flyttstädning), moving assistance (Flytthjälp), window washing, garden maintenance, senior care, handyman repairs, laundry using water-based wet-wash technology, and vacation rental turnover cleaning for residential customers. For corporate clients it provides office cleaning, post-construction cleaning, office moves, and errand/caretaker services. Services are sold as one-time engagements or recurring subscriptions (Abonnemang) with RUT/ROT Swedish tax deduction administration handled in-house.

Product overview

Hemrex is a Swedish home and office services company offering a comprehensive suite of cleaning and maintenance services. The portfolio includes home cleaning (Hemstädning), deep cleaning (Storstädning), move-in/move-out services (Flytthjälp, Flyttstädning), window cleaning (Fönsterputsning), garden services (Trädgårdsservice), senior care (Seniorservice), craftsman services (Hantverksservice), laundry (Tvätteri), and vacation rental cleaning (Slutstäd semesterboende). For businesses, they provide office cleaning (Kontorsstädning), errand/caretaker services (Bud- & vaktmästartjänster), office moving (Kontorsflytt), and construction cleaning (Byggstädning). Services are available as one-time bookings or subscription plans (Abonnemang) with weekly, bi-weekly, or monthly frequencies. The company recently expanded to Kalmar and Öland regions.

Differentiator

Problem solved

Functional benefit

Brands

• Gröna Hemrex: Green initiative focusing on environmental sustainability, including fossil-free transport goals by 2030, Svanen-certified cleaning products, and solar energy at headquarters.
• Hemrex helt hundra
• Hemrex Academy
• Hemrex + Novasol

Products and services

• Hemstädning (Home Cleaning) Regular home cleaning service for Swedish residential customers, available as one-time engagements or recurring subscriptions (weekly, bi-weekly, or monthly). Priced from 303 kr/hour after RUT tax deduction.
• Storstädning (Deep Cleaning) Thorough deep cleaning of homes priced by apartment square meterage (e.g., 0-60 m² from 5,170 kr / 2,585 kr after RUT; 61-100 m² from 8,534 kr; 101-150 m² from 10,264 kr).
• Flytthjälp (Moving Assistance) Moving assistance for residential customers including packing, transportation, unpacking, and bundled estate sale (dödsbo) support through partner Ystads Auktioner.
• Flyttstädning (Move-Out Cleaning) Move-out cleaning service for residential customers priced by square meter (e.g., 0-59 m² at 124 kr/m² / 62 kr after RUT; 60-120 m² at 110 kr/m²; 121-200 m² at 98 kr/m²).
• Fönsterputsning (Window Cleaning) Window cleaning for residential and commercial customers, available as a single wash (716 kr / 358 kr after RUT) or annual subscription with 4 washes per year (2,648 kr / 1,324 kr after RUT). First wash as part of a year subscription is priced at 199 kr.
• Trädgårdsservice (Garden Services) Garden maintenance for residential and commercial customers including lawn mowing, weeding, hedge trimming, tree pruning, planting, and waste removal. Priced at 472 kr/hour (364 kr after RUT) or as a 6-visit annual subscription at 714 kr/year.
• Seniorservice (Senior Care Assistance) Senior care assistance for elderly Swedish residents covering daily living tasks such as grocery shopping, cooking, laundry, errands, accompaniment to appointments, and technology help. Priced at 376 kr/hour (338 kr after RUT) with a reduced 58 kr visit fee for seniors.
• Hantverksservice (Handyman and Craftsman Services) Craftsman and handyman services for residential customers covering minor repairs, furniture assembly, and general home maintenance tasks.
• Tvättteri (Laundry Services) In-house laundry service using advanced water-based wet-wash technology with biodegradable Svanen-certified detergents instead of conventional dry cleaning. Handles household laundry and large home textiles (sofa covers, mattresses, carpets, curtains). Available per occasion or as subscription.
• Slutstäd semesterboende (Vacation Rental End-of-Stay Cleaning) End-of-stay cleaning service for vacation rental properties, priced by square meter, delivered primarily through the Novasol partnership across Skåne, Uppsala, Öland, Kalmar, Tingsryd, Älmhult, and Halmstad.
• Kontorsstädning (Office Cleaning) Office cleaning service for corporate clients offered on a subscription basis with customizable weekly, bi-weekly, or monthly frequency. Quote-based pricing.
• Bud- & vaktmästartjänster (Errand and Caretaker Services) Errand running and caretaker services for corporate and property management clients.
• Kontorsflytt (Office Moving) Office moving service for corporate clients offered as a full package including packing, transportation, unpacking, and move-out cleaning.
• Byggstädning (Post-Construction Cleaning) Post-construction cleaning service for newly built or renovated commercial properties and buildings.
• Hemrex Abonnemang (Subscription Plans) Subscription packages for recurring services (home cleaning, window washing, garden, senior care) on weekly, bi-weekly, or monthly frequencies with fixed monthly pricing and customer loyalty benefits including a time pot (timpott) system.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• NovasolcoreChannel Partner/ Reseller/ Distributor · 1 January 2017Hemrex and Novasol established a partnership in 2017 for cleaning vacation rental properties. Hemrex cleans over 400 vacation homes per year across 7 Swedish regions (Skåne, Uppsala, Öland, Kalmar, Tingsryd, Älmhult, Halmstad), performing approximately 250 cleaning hours per year. Novasol sells Hemrex's cleaning services to property owners as an integrated offering. The partnership includes joint recruitment processes for project managers and weekly feedback cycles.
• Ystads AuktionerminorStrategic or Co-development PartnerHemrex collaborates with Ystads Auktioner to help customers with estate sales (dödsbon). When customers need to clear a property after a death, Ystads Auktioner helps sell valuables and Hemrex handles removal and cleaning. This is a bundled service offering for customers dealing with estates.
• Städbranschen SverigeminorOthersHemrex is a member of Städbranschen Sverige, the Swedish cleaning industry association. This membership provides industry credibility, compliance standards, and industry representation.
• Star for LifeminorOthersHemrex supports Star for Life, an organization working with school youth in southern Africa, as part of its social sustainability and community engagement program.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sodexo: Global facilities management and food services company with significant Nordic operations. Comparable as a broad incumbent in commercial cleaning and integrated facility services where Hemrex's B2B arm competes.
• Rentokil Initial: Global hygiene and cleaning services group with Nordic operations covering commercial cleaning, pest control, and hygiene services. Comparable as a broad incumbent in the broader commercial cleaning category.
• ISS A/S: Global facilities services giant headquartered in Denmark with a strong Nordic presence, offering cleaning, workplace, and property services to enterprise clients. Comparable as a broad incumbent in the same facilities services category, especially for the Kontorsstädning/Byggstädning side of Hemrex's portfolio.
• Compass Group: Largest global contract foodservice and support services company, operating cleaning and facilities services across the Nordics. Comparable as a broad incumbent for enterprise-level cleaning contracts.

Direct peers

• Städhjälpen: Swedish cleaning company offering residential and commercial cleaning, window washing, and move-out services. Comparable as a regional Swedish competitor with overlapping service lines and subscription/recurring options.
• Hemstäd: Sweden-based home cleaning service offering regular Hemstädning with subscription options and additional home services. Directly comparable to Hemrex's residential cleaning subscription model.
• Samveto: Swedish cleaning, laundry, and property services company operating across Sweden. Directly comparable due to overlapping home cleaning, laundry facility operations, and subscription-based service model.
• Maid4You: Swedish home and office cleaning chain offering standard cleaning, deep cleaning, window washing, and move-out cleaning. Directly comparable as a domestic competitor in the Swedish residential and commercial cleaning category.
• Hemfrid: Sweden's largest subscription-based home cleaning company, operating across multiple Swedish regions with a similar Hemstädning-plus-add-on service model. Directly comparable as a residential cleaning subscription operator in the same Swedish market and price segment.

Emerging players

• Cleanify: Swedish on-demand digital cleaning marketplace that connects customers with independent cleaners. Comparable as an emerging player in the Swedish home cleaning category using a different (platform) business model to Hemrex's employed-staff model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Hemrex