What Clean Care does

Clean Care A/S is a Danish B2B distributor of professional cleaning and hygiene consumables headquartered in Aalborg, Denmark. Founded in 1996, the company supplies more than 4,580 products across cleaning chemicals (own brands Care Line, Kitchen Line, Strong Line), cleaning equipment and machines (including the proprietary VK7 cordless floor machine), paper and hygiene products, personal protective equipment, waste management systems, food packaging, and — more recently — Gausium autonomous cleaning robots, for which it holds national distribution rights in Denmark. The company also distributes third-party brands including Katrin dispensers, Lucart paper products, and Plum hygiene products.

The business operates a multi-channel go-to-market combining a 24/7 B2B/B2C webshop requiring customer registration, a nationwide direct sales force of approximately 10 district managers covering all Danish regions, and a phone-based inside-sales function staffed during weekday business hours. Pricing is transaction-based wholesale with free delivery above 1,500 DKK, 8-day net payment terms, and 1.5% monthly interest on overdue balances. Distribution is fulfilled from the Aalborg headquarters and distribution center.

Clean Care is a wholly-owned subsidiary of BUNZL PLC, a UK-listed international distribution group operating across 32 countries with more than 250 distribution centers and over 22,000 employees. The company targets HORECA (hotels, restaurants, cafes), healthcare, manufacturing, education, and professional cleaning service companies in Denmark. It holds ISO 14001 environmental management certification and FSC certification, and offers Swan-labeled (Nordic Ecolabel) products. In 2025 the company was re-certified as a Great Place to Work.

Name

Clean Care

Legal name

Clean Care A/S

Website

https://cleancare.dk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Clean Care A/S is a Danish B2B distributor of professional cleaning and hygiene consumables serving HORECA, healthcare, manufacturing, and cleaning-service companies across Denmark, operating a nationwide district-sales network and 24/7 webshop as a subsidiary of BUNZL PLC.

Ownership category

akta.pro rank

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Cleaning Supplies Distribution: Sale of professional cleaning products, equipment, and supplies to businesses. Product categories include cleaning agents, paper products, hygiene products, cleaning machines, and accessories. Revenue generated through wholesale distribution via webshop and sales team.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Clean Care A/S is a Danish B2B wholesale distributor that supplies professional cleaning chemicals, paper and hygiene consumables, cleaning machines and equipment, personal protective equipment, food packaging, waste management systems, and autonomous cleaning robots to business customers across Denmark. The company operates a 24/7 B2B webshop complemented by a nationwide direct sales force of district managers providing consultation, and serves as Denmark's exclusive national distributor for Gausium autonomous cleaning robots.

Product overview

Clean Care is a Danish B2B cleaning products distributor offering a comprehensive portfolio of professional cleaning solutions. The company operates as a wholesale distributor selling both proprietary brands (Care Line, Kitchen Line, Strong Line cleaning chemicals) and distributed third-party brands (Lucart paper products, Plum hygiene products, Katrin dispensers, Gausium cleaning robots). Their product range spans cleaning chemicals and agents, professional cleaning machines (including floor scrubbers and the VK7 cordless machine), cleaning equipment and supplies (mops, brushes, microfiber cloths), paper and hygiene products, personal protective equipment, waste management systems, food packaging, and table coverings. The company serves professional cleaning businesses across Denmark through their webshop and catalogs, positioning itself as a total solution provider with environmentally certified products.

Differentiator

Problem solved

Functional benefit

Brands

• Clean Complete: A service offering within Clean Care focused on comprehensive cleaning solutions.
• VK7
• Care Line
• Kitchen Line
• Strong Line

Quantifiable outcome

• 30% turnover increase reported by Welsh Cleaner Care in manufacturing, education and medical sectors (different company, similar business model reference)

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• BUNZL GroupcoreOthersClean Care A/S is a subsidiary of BUNZL Group, an international leader in distribution of non-food consumables operating in 32 countries with over 22,000 employees and more than 250 distribution centers across 4 continents. BUNZL provides global resources and infrastructure.
• GausiumflagshipTechnology or IntegrationClean Care is Denmark's national distributor of Gausium autonomous cleaning robots - smart, autonomous floor cleaning solutions representing next-generation cleaning technology. Clean Care provides sales, demonstrations, and support for Gausium robots in Denmark.
• Katrin (Metsä Tissue)coreChannel Partner/ Reseller/ DistributorClean Care distributes the complete Katrin product range including paper tissues, hand towels, and soap dispensers. Dedicated Katrin product catalog available.
• LucartcoreChannel Partner/ Reseller/ DistributorClean Care distributes Lucart paper products including Econatural line made from recycled materials and EcoNatural products. Products include paper towels, kitchen rolls, and toilet paper.
• PlumcoreChannel Partner/ Reseller/ DistributorClean Care is a distributor of Plum skin care and hygiene products including hand cleaners, disinfectants, and skin creams. Extensive Plum product range available through webshop.
• FSC (Forest Stewardship Council)minorStrategic or Co-development PartnerClean Care holds FSC certification allowing them to sell FSC-labeled products. The FSC ensures responsible forest management.
• EUDR (EU Deforestation Regulation)minorStrategic or Co-development PartnerClean Care provides guidance and products related to EUDR compliance for waste sorting and environmental regulations.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• CWS: CWS (part of Haniel Group) is a European provider of hygiene, workwear, and facility services including B2B distribution of cleaning supplies and dispensers. It is a direct comparable to Clean Care as a multi-country B2B hygiene and cleaning products distributor with overlapping customers in HORECA, healthcare, and industry.
• Lyreco: Lyreco is a leading European B2B distributor of workplace and facility supplies, including cleaning products, paper, hygiene, and PPE. It is directly comparable to Clean Care in product mix, B2B distribution model, and multi-country sales force, though operating at significantly larger scale across Europe.
• Ahlsell: Ahlsell is a leading Nordic B2B distributor of installation, tools, and facility supplies. It is directly comparable to Clean Care as a Nordic B2B distribution specialist serving trades and facility customers across Sweden, Norway, Finland, Denmark, and the Baltics.
• Staples Solutions: Staples Solutions is the European B2B arm of office and facility supply distribution, covering office supplies, cleaning, breakroom, and PPE categories. It is a direct peer to Clean Care in B2B distribution of cleaning and facility consumables to enterprise customers across Europe.
• Solar A/S: Solar A/S is a Danish B2B distributor serving trades, industry, and the public sector with tools, technical supplies, and facility products. It is a direct Nordic B2B distribution peer to Clean Care, with overlapping channels (field sales, webshop, account management) in the Danish market.

Broad incumbents

• Ecolab: Ecolab is a global leader in water, hygiene, and infection-prevention solutions, including a broad portfolio of cleaning chemicals, sanitizers, and dispensing systems for HORECA, healthcare, and industrial customers. It is comparable as a broad incumbent serving the same end markets as Clean Care, but with a much larger, global, chemistry-led offering.
• Rentokil Initial: Rentokil Initial is a global hygiene and pest-control services group supplying washroom, workplace, and cleaning hygiene products alongside service contracts. It overlaps with Clean Care in hygiene products distribution but operates a broader services-led model at much larger scale.
• Diversey: Diversey is a global provider of cleaning, sanitization, and hygiene solutions, including chemicals, tools, and dispensing systems for HORECA, healthcare, retail, and facility customers. It is comparable as a broad incumbent in the same cleaning and hygiene product categories Clean Care distributes, but at global, manufacturer scale.

Regional players

• Hagleitner Hygiene: Hagleitner is an Austrian manufacturer and distributor of professional hygiene products (soap, disinfectants, paper, dosing systems) primarily serving the DACH region. It is a comparable regional peer to Clean Care in product mix and customer segments, though geographically concentrated in Central Europe rather than Scandinavia.

Others

• Brenntag: Brenntag is the world's largest chemical distribution company, distributing specialty and industrial chemicals including cleaning and hygiene ingredients. It is an adjacent comparable as a large-scale chemical and cleaning-input distributor upstream of the finished-product distribution that Clean Care performs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cleancare-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Clean Care