AlmaWin Reinigungskonzentrate

What AlmaWin Reinigungskonzentrate does

AlmaWin Reinigungskonzentrate GmbH is a German manufacturer of ecological cleaning and laundry products headquartered in Winterbach (Stuttgart district), operating since 1993 with 101–250 employees. The company runs two complementary brands: AlmaWin, the main line of plant-based, naturally scented detergents and household cleaners, and Klar EcoSensitive, a fragrance-free sub-brand targeting allergy sufferers and people with sensitive skin. Core technology is built around soap nut (Waschnuss) saponin, citric acid, orange oil, and plant-derived enzyme systems (protease, amylase, cellulase, lipase) that deliver effective cleaning at low temperatures, with 99.7% natural-origin ingredients in key SKUs such as the laundry booster.

The product portfolio spans concentrated laundry detergents (universal, color, wool & silk, sport & outdoor, soapnut-based), dishwashing (liquids, tabs), surface and specialty cleaners (bathroom, glass, orange-oil all-purpose cleaner, descaler, drain cleaner, textile freshener, hygiene spray), and personal care (hand soaps, baby bottle cleaner, fruit & vegetable wash). All products carry ECOCERT natural-detergent certification and Eco-Garantie compliance, with selected SKUs also holding DAAB (German Allergy and Asthma Association) approval and FSC-certified packaging. The company has won the Green Brands seal seven times (every two years since 2013) and the German Sustainability Award (Deutscher Nachhaltigkeitspreis) 2026, and received the Responsible Care Award 2023 from the German Chemical Industry Association for heat-recovery energy savings in manufacturing.

AlmaWin distributes through four channels: a direct-to-consumer e-commerce shop (shop.almawin.de, operated by partner Finzel & Schuck GmbH), general retail and reformhaus/Naturkostfachgeschäft outlets in Germany and Austria, a zero-waste/Unverpackt refill network using 5L, 10L, and 20L canisters, and a wholesale/bulk commercial channel. Revenue mechanics are one-time product sales across consumer, refill, and B2B/wholesale segments; pricing is not publicly disclosed. The company is founder/management-owned (Managing Directors Rudolf Bund and Verena Meier-Bund), privately held, with no external funding and no parent company, and has no subsidiaries. Marketing centers on sustainability, certifications, and seasonal campaigns, with partnerships including CleanHub (ocean cleanup) and PreZero (recycling).

Name

AlmaWin Reinigungskonzentrate

Legal name

AlmaWin Reinigungskonzentrate GmbH

Website

https://almawin.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

AlmaWin Reinigungskonzentrate is a German manufacturer of ECOCERT-certified ecological laundry and household cleaning products, sold under the AlmaWin (naturally scented) and Klar EcoSensitive (fragrance-free, allergy-friendly) brands across DACH retail, refill, and e-commerce channels.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

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

akta.pro primary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

akta.pro secondary industries

Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG)

Keywords

• Ecological cleaning products
• Natural laundry detergents
• Concentrated household cleaners
• Fragrance-free dishwashing products
• Zero waste refill detergents

Headquarters

HQ city

Winterbach

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce Sales: Products sold directly to consumers through the company's own online shop (shop.almawin.de), offering the full product range including refill sizes and accessories.
2. Retail and Wholesale Distribution: Products distributed through general retail, health food stores, reform houses, zero waste shops, and natural cosmetics retailers in German-speaking markets and Austria.
3. Zero Waste Refill System: Bulk and refill sales through zero waste shops, offering 5L, 10L, and 20L canister sizes to reduce packaging waste and support circular economy.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

AlmaWin Reinigungskonzentrate GmbH manufactures concentrated ecological laundry, dishwashing, and household cleaning products in Winterbach, Germany. The company operates two main brands — AlmaWin (with natural essential-oil fragrances) and Klar EcoSensitive (fragrance-free, allergy-friendly) — offering detergents, fabric softeners, laundry boosters, stain removers, dishwashing liquids and tabs, surface cleaners, hand soaps, and specialty cleaners. Products are ECOCERT and Eco-Garantie certified and sold across the DACH region through the company's own online shop, retail partners, zero waste refill shops, and wholesale channels.

Product overview

AlmaWin Reinigungskonzentrate is a German manufacturer of ecological cleaning and laundry products operating two primary brands: AlmaWin (main brand with natural fragrances) and Klar EcoSensitive (fragrance-free sub-brand for allergy sufferers and sensitive skin). The company offers concentrated cleaning products organized into four main categories: Washing (laundry detergents, color detergents, universal detergents, powder detergents, fabric softeners, laundry boosters, wool & silk care, stain removers), Cleaning (bathroom cleaners, glass & window cleaners, surface cleaners, orange oil cleaners, specialized cleaners), Dishwashing (hand dishwashing liquids, dishwasher tabs, powder, salt, rinse agents), and Specialties (hand soaps, baby care products, fruit & vegetable cleaners, drain cleaners, textile fresheners). Products are ECOCERT and ECO-GARANTIE certified ecological detergents. The company emphasizes high ecological standards, skin compatibility, environmental protection, and product performance. Both brands are available in various sizes including bulk 5L, 10L, and 20L canisters for refilling at zero waste shops.

Differentiator

Problem solved

Functional benefit

Brands

• Klar EcoSensitive: Sub-brand focused on fragrance-free, allergy-friendly cleaning products for sensitive skin. Includes washing liquids, fabric softeners, and cleaning products without synthetic fragrances, dyes, or preservatives.
• Klar

Products and services

• AlmaWin brand (washing liquids, color and universal detergents, powder detergents, fabric softeners, stain removers, dishwashing liquids, hand soaps, surface cleaners) The main AlmaWin brand offers naturally scented, ECOCERT-certified concentrated cleaning and laundry products for general household use. Target customers are eco-conscious consumers in DACH markets.
• Klar EcoSensitive sub-brand (fragrance-free washing liquids, color and universal detergents, fabric softeners, dishwashing and cleaning products) Fragrance-free, dye-free, preservative-free sub-brand designed for allergy sufferers and people with sensitive skin. Covers the same cleaning product categories as the main AlmaWin brand, in a hypoallergenic formulation.
• Waschverstärker (Laundry Booster) Laundry additive with multi-stain enzymatic formula (protease, amylase, cellulase, lipase) from GMO-free microorganisms that boosts cleaning performance of liquid detergents at low wash temperatures from 20°C. Targets eco-conscious consumers seeking energy-efficient deep cleaning.
• Orangenöl Reiniger (Orange Oil Cleaner) Concentrated orange-oil-based all-purpose cleaner and stain remover that dissolves adhesives, grease, chewing gum, tar, and ballpoint pen marks from surfaces and textiles. Available in 500ml and 125ml sizes.
• Sport & Outdoor Waschmittel (Sport & Outdoor Detergent) Specialized liquid detergent for sports and membrane textiles that maintains fabric breathability and removes perspiration odors. Targets athletes and outdoor enthusiasts.
• Flüssigseife (Liquid Hand Soap) Gentle liquid hand soaps available in three naturally scented or fragrance-free variants, positioned for daily consumer hand care.
• Klar Universalwaschmittel Waschnuss (Soapnut Universal Detergent) Soapnut-based liquid detergent for all natural and mixed textiles, effective from 20°C to 95°C, with a natural softening effect and no added fragrances. Available in 750ml and 1.5L refill sizes.
• Klar WC Reiniger (Toilet Cleaner) Fragrance-free toilet cleaner formulated against limescale, urine scale, and deposits, suitable for allergy sufferers. Available in 750ml size.
• Klar Hygiene Spray (Disinfectant Spray) Plant-based, ready-to-use disinfectant spray for work surfaces and objects in household, leisure, and travel use. Free of fragrances and suited to food preparation areas.
• Klar Spülmaschinen Tabs (Dishwasher Tabs) ECOCERT-certified, GMO-free, phosphate-free dishwasher tabs for sparkling clean dishes, used in combination with salt and rinse agent.
• Klar Enhärter (Water Softener) Water softener that enhances detergent performance in hard-water areas.
• Babyflaschen Reiniger (Baby Bottle Cleaner) Specialty cleaner that gently removes milk, porridge, and food residues from baby bottles and teats, easy to rinse without residue.
• Wolle & Seide Feinwaschmittel (Wool & Silk Delicate Detergent) Soap-free, highly concentrated fine detergent suitable for hand and machine washing of wool, silk, and delicate fabrics, with a natural lavender scent.
• Obst & Gemüse Reiniger (Fruit & Vegetable Cleaner) Specialty cleaner for thorough washing of fruit and vegetables before consumption, helping to remove surface residues from produce.
• Abflussreiniger und Textilauffrischer (Drain Cleaner and Textile Freshener) Two new household specialties — a drain cleaner and a textile freshener — added to the AlmaWin product range for everyday home freshness.

Quantifiable outcome

• 99.7% of laundry booster ingredients are of natural origin
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor and core.

• PreZerominorStrategic or Co-development Partner · 1 January 2024AlmaWin announced a new cooperation with PreZero, the recycling experts, as part of its circular economy and sustainability initiatives. The partnership focuses on proper packaging recycling and waste separation to support the circular economy.
• CleanHubcoreStrategic or Co-development PartnerCleanHub is an ocean cleanup initiative that AlmaWin partners with to support waste collection projects at coastal hotspots. The partnership aligns with AlmaWin's environmental values and contributes to reducing ocean plastic pollution. AlmaWin has been a partner for approximately one year as of 2025 (World Oceans Day, June 8, 2025 marked the one-year anniversary). The company also participates in CleanHub Earth month awareness campaigns.
• Zero Waste / Unverpackt ShopscoreChannel Partner/ Reseller/ DistributorAlmaWin partners with zero waste (Unverpackt) shops across Germany to offer its liquid detergents, cleaning agents, and dishwashing liquids for refilling. Products are available in 5L, 10L, and 20L canisters. The company actively recruits new zero waste shop partners via email and provides support materials. This partnership is central to AlmaWin's zero waste and plastic reduction strategy, saving packaging material, plastic, and ultimately CO2 emissions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Werner & Mertz (Frosch): German manufacturer of the Frosch eco-cleaning brand, AlmaWin's closest direct competitor in the DACH eco-detergent market. Both brands compete for the same Reformhaus, drugstore, and grocery shelf space with plant-based, certified ecological formulations.
• Sodasan: German manufacturer of ecological laundry detergents and cleaning products with comparable ECOCERT-style certifications. Directly competes with AlmaWin in the DACH natural cleaning segment, including a fragrance-free sensitive-skin product line.
• Sonett: German manufacturer of certified organic and natural laundry detergents, dishwashing products, and household cleaners. Overlaps directly with AlmaWin in eco-certified laundry care and shares the same DACH retail and zero-waste distribution channels.
• Ecover: Belgian-origin pioneer of plant-based, biodegradable cleaning products now owned by SC Johnson. Competes with AlmaWin across European eco-detergent categories and zero-waste retail, with a broader international footprint.

Broad incumbents

• Seventh Generation: US-based plant-based cleaning brand owned by Unilever, operating as a broad global incumbent in the eco-cleaning category. Comparable to AlmaWin in product positioning (plant-based, eco-certified) but with significantly larger scale, marketing, and distribution.
• Method Products: Eco-positioned cleaning brand now part of the SC Johnson / Ecover family, selling plant-based dish, laundry, and surface cleaners. Overlaps with AlmaWin's product range and natural-fragrance brand positioning in the broader eco-cleaning market.
• Henkel: German FMCG multinational with mass-market laundry and home care brands (Persil, Vernel, Sidolin). A broad incumbent whose expanding sustainable product lines compete with AlmaWin on retail shelf space and price-sensitive consumer segments.
• Procter & Gamble: Global FMCG incumbent with major laundry and household cleaning brands (Ariel, Fairy, Lenor). Sets the competitive baseline for performance, price, and distribution in the European detergent market against which specialty eco-brands like AlmaWin must differentiate.
• Unilever: Global FMCG incumbent with both conventional cleaning brands and eco-positioned portfolios (Seventh Generation, Surcare, Persil). Competes with AlmaWin in the European eco-cleaning segment through certified natural offerings backed by substantial R&D and marketing investment.

Emerging players

• Bio-D: UK-based independent manufacturer of natural, plant-based, vegan, and cruelty-free cleaning and laundry products. Comparable mid-sized eco-cleaning peer with a similar product philosophy and reliance on independent/specialty retail channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookde-de.facebook.com/almawin.de
• Instagraminstagram.com/almawin.de

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 AlmaWin Reinigungskonzentrate