What Filtrena does

Filtrena AB is a privately held Swedish water-treatment company founded in 2001 and headquartered at Hammargatan 9, Växjö, operating with 11-50 employees. The company manufactures and sells a broad portfolio of water filtration equipment and accredited water analysis services aimed primarily at Swedish households and small businesses that rely on private well water. Its product range spans iron filters, manganese filters, water softeners, multi-filters, particle filters, nitrate filters, arsenic filters, humus filters, pH-raising/acid-neutralizing filters, reverse osmosis systems, cartridge filters, radon separators, sulfur-hydrogen activators, uranium filters, UV filters, magnetite filters for heating systems, hydrophores/pressure tanks, replacement filter media (Birm, Greensand Plus, activated carbon, manganese dioxide, and others), and accessories. The core technical differentiator is the J-Filter, which uses natural air oxidation to remove iron and manganese without chemical additives and is offered with up to a 20-year warranty, alongside the Mandio-filter (manganese dioxide bed) and the A-Filter (acid neutralization without backwash or electrical connection).

The business model is direct-to-consumer and direct-to-SMB via the filtrena.se e-commerce storefront, the company's only disclosed distribution channel. Revenue is generated through one-time hardware sales (iron/manganese/multi-filters, softeners, hydrophores, magnetite filters), consumable filter media and accessories purchased on a replacement cycle, and water analysis services (PFAS, chemical standard control, metal tests for arsenic/lead/cadmium/uranium, and radon) performed by SWEDAC-accredited laboratories. Pricing on tests and small accessories is fixed and pay-as-you-go (e.g., 460-4,620 SEK incl. VAT), while larger systems are quote-based. Marketing is content-led through guides, tips, manuals, and an active YouTube, Instagram, Facebook, and LinkedIn presence, with no disclosed partnerships, resellers, funding rounds, acquisitions, or geographic expansion outside Sweden. The company self-describes as "one of Sweden's largest suppliers" of water filters and water analyses, though revenue, market share, and ownership are not disclosed.

Name

Filtrena

Legal name

Filtrena AB

Website

https://filtrena.se

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Filtrena is a privately held Swedish manufacturer and e-commerce retailer of residential and small-business water filtration systems and accredited water analysis services, primarily serving Swedish private well owners with iron, manganese, radon, arsenic, uranium, and nitrate contamination issues.

Ownership category

akta.pro rank

Product category

Water Treatment Equipment

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Services-Testing Laboratories (8734)

akta.pro primary industry

Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

akta.pro secondary industries

Replacement Filter Cartridges & Consumables (CRAJAJAH), Water Systems & Treatment (Pumps/Boilers/Water Heaters/Filtration) (IMAIABAK)

Keywords

• Water filtration systems
• Water analysis services
• Well water treatment
• Iron manganese filters
• Magnetite filters

Headquarters

HQ city

Växjö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Water Filter Sales: Direct sales of water filters including iron filters, manganese filters, soft water filters, multi-filters, particle filters, and specialized filters for arsenic, humus, nitrate, uranium, radon, and UV treatment. Also includes magnetite filters and hydrophores/pressure tanks.
2. Water Analysis Services: Laboratory water testing services including chemical standard controls, metal tests for arsenic/lead/uranium, radon analysis, and PFAS analysis performed by SWEDAC-accredited laboratories.
3. Filter Media and Accessories: Sale of filter masses (filtersand, manganese dioxide, Birm, activated carbon, nitrate mass, softening mass, multimass, humus mass), spare parts, and accessories for water filters.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Filtrena manufactures and sells a comprehensive range of water filtration systems and water testing solutions for Swedish households and businesses with private wells. The core product line includes the J-Filter (iron/manganese removal using natural air oxidation), Mandio-filter, A-Filter for pH adjustment, magnetite filters (BoilerMag series) for heating system protection, hydrophores/pressure tanks, replacement filter media, and accessories. The company also provides laboratory water analysis services (PFAS, chemical, metals, radon) performed by SWEDAC-accredited laboratories.

Product overview

Filtrena is one of Sweden's largest suppliers of water filters and water analysis services, offering a comprehensive portfolio of water treatment solutions. The product lineup centers on physical filtration equipment including the core J-Filter (iron/manganese removal using natural air oxidation), Mandio-filter (manganese dioxide-based filtration), and A-Filter (pH-raising/acid neutralization), complemented by magnetite filters (BoilerMag series) for heating system protection, hydrophores/pressure tanks for water storage, and a full range of filter media/consumables. The company also provides water analysis services (PFAS, chemical, metals, radon) through SWEDAC-accredited laboratories. The portfolio operates as standalone products for specific water treatment needs, with accessories and filter media as consumable/maintenance components.

Differentiator

Problem solved

Functional benefit

Products and services

• Water Filters (Vattenfilter)
• J-Filter (Iron and Manganese Filter) Eco-friendly iron filter using natural air oxidation to remove iron and manganese from water without chemical additives or operating costs. Features Swedish stainless steel construction with up to 20-year warranty.
• Mandio-filter (Manganese Filter) Water filter including manganese dioxide filter bed that removes manganese and iron without chemicals. Features low operating cost, natural purification, and durable filter media for eco-friendly water treatment. Available in both stainless steel and fiberglass versions.
• Filtrena A-Filter (pH-raising / Acid Neutralization Filter) Acid neutralization and pH-raising water filter that neutralizes acidic water and raises pH levels. Requires no backwashing or electrical connection with no chemical additives, featuring bypass valve and openable lid for easy installation and maintenance.
• Magnetite Filters (BoilerMag Series) Magnetite filters including BoilerMag XT, BoilerMag XL, and BoilerMag 22mm-28mm models that protect heating systems by removing magnetite and iron oxide deposits.
• Hydrophores / Pressure Tanks Pressure tanks and hydrophores available in galvanized steel, stainless steel, and Wellmate Hydropress models for water storage and pressure management in water systems.
• Water Analysis Services (Vattenanalys) Water testing and analysis services including PFAS analysis (4,620 SEK), chemical standard control (850 SEK), metal tests for arsenic/lead/uranium (610 SEK), and radon analysis (460 SEK), performed by SWEDAC-accredited laboratories.
• Filter Media (Filtermassor) Replacement and specialized filter media including Greensand Plus, Potassium permanganate, Birm, Manganese dioxide, Uranium mass, Arsenic mass, Active carbon, Multimass, Humus mass, Nitrate mass, Softening mass, Kalk Semidol, and AquaPearl granular lime for various water treatment applications.

Quantifiable outcome

• Up to 20-year warranty on J-Filter products

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Culligan: Established water-treatment brand operating dealer and direct channels across North America and Europe. Overlaps with Filtrena on residential filtration, softening, and water testing, with deeper brand recognition.
• BWT (Best Water Technology): European-headquartered water-treatment major with a broad portfolio of point-of-entry filtration, softening, and water-analysis offerings. Directly comparable to Filtrena's whole-house iron/manganese/specialty filters but at much larger scale and across many geographies.
• Pentair: Global water treatment company selling residential filtration, softening, and well-water solutions. Competes with Filtrena in whole-house water filtration and replacement media, with broader product lines and stronger distribution.
• 3M Water Filtration: Industrial-grade filtration brand supplying residential and commercial water filters, including replacement cartridges and media. Comparable to Filtrena's cartridge and specialty filter categories under a globally recognized parent brand.
• Veolia Water Technologies: Global water and wastewater treatment company with residential, municipal, and industrial offerings. Comparable to Filtrena at a category level (water treatment and filtration) but vastly larger scale and broader scope.

Direct peers

• AXEON Water Technologies: Manufacturer of reverse osmosis, filtration, and water-treatment systems for residential and light commercial use. Directly comparable to Filtrena's RO and specialty filtration offering, with overlapping customers in well-water and point-of-use applications.
• Caleffi: European manufacturer of hydronic and water-treatment components including filters, softeners, and magnetic dirt separators. Closely comparable to Filtrena's BoilerMag magnetite filters and hydrophore/pressure tank categories for heating and domestic water systems.
• Aquafilter: Manufacturer of water filtration systems, cartridges, and housings sold across Europe. Overlaps with Filtrena's cartridge filters, multi-filters, and reverse osmosis lines for residential and small-commercial use.
• Hydrover: Swedish-focused water treatment company providing filtration and softening systems to homeowners and small businesses. Closely comparable to Filtrena on customer segment (Swedish well-water households) and product range.

Emerging players

• Biorock: European decentralized water and wastewater treatment specialist. Adjacent competitor to Filtrena in residential-scale water treatment, with overlapping sustainability positioning but a different core technology focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@filtrenafilters
• Facebookfacebook.com/filtrenaAB
• LinkedInlinkedin.com/company/33488803
• Instagraminstagram.com/filtrenafilters
• Xx.com/filtrena

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 Filtrena