Harema
Harema GmbH Reinigungsmarkt is a German manufacturer and specialist B2B wholesaler of proprietary professional cleaning chemicals, equipment, and hygiene systems, serving over 2,500 customers in building cleaning, healthcare, HoReCa, education, and industrial facilities across Germany via owned logistics and an in-house training academy.
- Company typePrivate
- Founded1962
- HeadquartersRodgau, Germany
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Harema does
Harema GmbH Reinigungsmarkt is a German manufacturer and specialist wholesaler of professional cleaning equipment, chemicals, and hygiene systems, headquartered in Rodgau near Frankfurt am Main with a second site in St. Egidien, Saxony. The company sells nine proprietary sub-brands (AMERAH, ÖUR, TUBELESS, Cleany, DESI StandART, EVO, EVOLUTION, MoPo, Speed Cleaning) covering disinfectants, sustainable cleaners, sensor-controlled dispensers, mop systems with a patented V-structure, modular cleaning carts, and ready-to-use sprays, supplemented by third-party trade brands. Its product platform is differentiated by IoT-enabled TUBELESS dispensers with app-based fill-level monitoring, patented mop geometry, and a "Black is Green" recycled-plastic cart line built on IPC technology.
The business model is B2B unit-pricing distribution, with free delivery above EUR 600 net via an owned fleet of 10 EURO6 trucks, supported by a field-sales motion (dedicated Kundenbetreuer), an in-house Harema Akademie offering FIGR-certified training, and assembly/repair services. Customers span five verticals — building cleaning companies (primary), healthcare, HoReCa, educational institutions, and industrial/commercial facilities — with reference accounts including REWE Center, WuS Gebäudeservices, B&S Objektservice, and Sophie-Opel-Schule. In January 2023, Toussaint Unternehmensgruppe acquired a minority stake and a co-Managing Director (Jens Jarolimeck) was appointed, integrating Harema into a broader group with access to nextfmrobotics cleaning robotics and an expanded product portfolio; Harema is also a member of the TOPSERV specialist-wholesaler trade group. Revenue is not publicly disclosed; the company employs approximately 70 people and serves over 2,500 professional customers from ~6,000 pallet storage positions.
Harema firmographics
Firmographics- Name
- Harema
- Legal name
- Harema GmbH Reinigungsmarkt
- Website
- https://harema.de
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Harema GmbH Reinigungsmarkt is a German manufacturer and specialist B2B wholesaler of proprietary professional cleaning chemicals, equipment, and hygiene systems, serving over 2,500 customers in building cleaning, healthcare, HoReCa, education, and industrial facilities across Germany via owned logistics and an in-house training academy.
- Ownership category
- akta.pro rank
Harema industry classification
Industry- Product category
- Commercial Cleaning Equipment and Hygiene Supplies
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Broom, Brush, and Mop Manufacturing (339994), Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Wholesale-Machinery, Equipment & Supplies (5080), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)
- akta.pro secondary industries
- Cleaning Tools, Mops, Brooms & Brushes Distribution (CRAOAGAD), Restroom Hygiene & Odor Control Distribution (CRAOAGAF), Restroom & Hygiene Dispensing Systems (Commercial/Industrial) (IMAHALAH)
Keywords
Where Harema is headquartered
LocationHeadquarters
- HQ city
- Rodgau
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Harema business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (Wholesale/Distribution): Sale of professional cleaning equipment, cleaning chemicals, hygiene products, and accessories to commercial customers including building cleaning companies, healthcare facilities, hotels, and educational institutions. Operates as both manufacturer and specialized wholesale distributor.
- Logistics and Delivery Services: Own fleet delivery service with 10 company trucks delivering products to customers throughout Germany. Delivery free of charge for orders over EUR 600 net.
- Academy and Training Services: Professional training seminars and workshops conducted at company headquarters, covering cleaning techniques, hygiene management, and equipment operation. Offers FIGR-certified qualification programs.
- Montage- und Reparaturservice: Assembly and repair services for purchased products, including installation and maintenance of cleaning systems and equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wholesale pricing for commercial customers |
| Other | Pay-as-you-go | First-time customer orders |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Harema product offering
Product offeringCore offering
Harema manufactures and wholesales professional cleaning chemicals, disinfectants, modular cleaning carts, patented mop systems, sensor-controlled hygiene paper dispensers, disposable gloves, and disinfection columns under proprietary brands (AMERAH, ÖUR, TUBELESS, Cleany, DESI StandART, EVO, EVOLUTION, MoPo, Speed Cleaning). The company complements this product portfolio with own-fleet logistics, a FIGR-certified training academy (Harema Akademie), and assembly/repair services for commercial customers in building cleaning, healthcare, hospitality, education, and industrial facility management across Germany.
Product overview
Harema is a German professional cleaning equipment specialist offering a comprehensive portfolio of branded cleaning products, hygiene solutions, and cleaning systems. The core offering consists of proprietary sub-brands including AMERAH (cleaning chemistry and disinfectants), TUBELESS (smart dispenser systems), DESI StandART (disinfection columns), EVO (system cart equipment), EVOLUTION (modular cleaning carts), MoPo (mop systems), Speed Cleaning (ready-to-use products), Cleany (gloves), and ÖUR (sustainable cleaners). The company operates as both a manufacturer and specialist trade wholesaler serving over 2,500 customers in building cleaning, healthcare, hospitality, and food service sectors, supported by logistics services, an academy for professional training, and installation/repair services.
Differentiator
Problem solved
Functional benefit
Brands
- AMERAH: Cleaning products for compact class applications
- ÖUR
- TUBELESS
- Cleany
- DESI StandART
- EVO
- EVOLUTION
- MoPo
- Speed Cleaning
Products and services
- AMERAH Harema-branded professional cleaning chemicals line for compact-class commercial applications, including disinfectants such as AMERAH OP Sept and specialty cleaners like AMERAH BOC Back Ofen Cleaner for bakery use; sold to professional cleaning companies, healthcare facilities, and HoReCa operators in Germany.
- TUBELESS Smart tubeless roll paper and dispenser system for washroom hygiene, featuring sensor-controlled paper-towel dispensers with remote fill-level monitoring via app, eliminating cardboard tubes for reduced packaging waste; sold to commercial customers with focus on sustainability.
- Cleany Harema household and disposable gloves product line for cleaning and hygiene applications; sold to commercial cleaning companies and end users across B2B and walk-in retail.
- DESI StandART Made-in-Germany disinfection column system for controlled, hygienic hand-disinfection dispensing at facility entrances; sold primarily to healthcare facilities, public buildings, schools, and commercial customers.
- EVO Equipment and accessories for system carts used in manual cleaning operations, sold as upgrades/modules for cleaning-cart fleet owners across building cleaning companies.
- EVOLUTION Modular system-cart platform offering flexible configurations for cleaning applications in offices, healthcare facilities, industrial settings, and HACCP-compliant kitchen areas; the Black is Green (BIG) sub-series uses IPC technology and recycled plastics.
- MoPo Mopp-System Patented V-structure mop system for systematic dirt pickup, providing higher cleaning performance and water absorption capacity than conventional mop covers; sold to professional cleaning companies.
- Speed Cleaning Ready-to-use spray cleaning products including SC HACCP surface cleaners suitable for food-sales areas, enabling quick and efficient cleaning with material-friendly surface cleaners in spray application; sold to building cleaners and food-service operators.
- ÖUR Sustainable environmentally friendly cleaner product line (Nachhaltiger Reiniger), positioned as eco-conscious cleaning solutions for commercial customers prioritizing sustainability.
- Harema Akademie Professional training academy delivering paid seminars and FIGR-certified qualification programs in cleaning techniques, hygiene management, sanitary/washroom hygiene, floor restoration, and façade cleaning; targeted at professional cleaning staff and operations managers.
- Montage- und Reparaturservice Assembly, installation and repair services for purchased cleaning systems and equipment, performed by in-house service technicians (e.g., Franz Waldvogel) at customer sites.
Quantifiable outcome
- 94% more paper per roll with TUBELESS system (1,250 sheets vs 650 in conventional rolls)
- +2 more outcomes
Companies that use Harema
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Harema technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Harema partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Toussaint UnternehmensgruppecoreStrategic partnership formed through Toussaint Unternehmensgruppe's participation/investment in Harema. Both are family-owned companies with shared values for preserving family businesses and strengthening Mittelstand enterprises. Harema gains access to Toussaint's network, product portfolio, and E-business solutions, while Toussaint gains a logistics hub in Hessen and Saxony.
- TOPSERV - THE GAMECHANGERcoreHarema became a member of TOPSERV, a trade group of specialist cleaning wholesalers. The partnership enables network effects and shared resources among member companies, strengthening market position collectively.
Scale indicators5 records
Recent moves10 records
Harema competitors and assessment
Company assessmentRegional players
- WEHA Hygienewelt: Specialist German hygiene and cleaning-products distributor serving similar B2B building-services and facility-management customers. Comparable regional competitor positioned in the same Mittelstand JanSan channel.
Broad incumbents
- Ecolab Inc. Global leader in water, hygiene, and infection-prevention solutions. Broad incumbent comparable to Harema across professional cleaning chemistry, disinfection (DESI StandART), and warewashing for hospitality and healthcare.
- CWS Group: International facility services and hygiene company offering washroom hygiene (dispensing, paper), workwear, and mat services. Overlaps with Harema's TUBELESS dispenser and hygiene-paper business at a much larger pan-European scale.
- Werner & Mertz GmbH: Larger German cleaning products group (Frosch, Green Care Professional). Overlaps with Harema's ÖUR sustainable cleaner line and broader JanSan chemistry portfolio at a significantly larger scale.
Direct peers
- Dreiturm GmbH: German manufacturer of cleaning chemicals, disinfection, and hygiene products. Comparable to Harema on the cleaning-preparations manufacturing side and competing for the same building-services and facility-management customers.
- Johannes Kiehl KG: German-based manufacturer of professional cleaning chemistry. Harema's Head of Sales Michael Hardt previously served 21 years at Kiehl, evidencing direct competitive overlap in the German JanSan chemistry market.
- Hagleitner Hygiene: Austrian-headquartered manufacturer and distributor of professional hygiene and cleaning products. Highly comparable to Harema as a family-owned JanSan specialist serving building services, HoReCa, and healthcare with proprietary brands and direct B2B sales.
- Dr. Schnell GmbH: Munich-based manufacturer of professional cleaning chemistry and disinfection. Comparable to Harema's AMERAH and DESI StandART product lines serving building services, healthcare, and HoReCa in the German Mittelstand market.
- Buzil-Werk GmbH: German manufacturer of cleaning agents, disinfection, and equipment. Direct peer to Harema's AMERAH chemistry brand and EVOLUTION/EVO cleaning-cart portfolio for professional building services.
- Toussaint Unternehmensgruppe: German family-owned cleaning and hygiene specialist that acquired a stake in Harema in January 2023. Direct strategic parent/peer offering facility hygiene, cleaning chemistry, robotics, and e-business solutions across Germany.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Harema social profiles
Digital presenceHarema compliance and trust
Trust signalCompliance2 records
Harema financial estimates
Financial estimateRevenue estimate
Valuation estimate
Harema leadership team
Management profileNumber of profiles
Profiles10 records
Harema subsidiaries and ownership
Company hierarchySubsidiaries1 record
Harema funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Harema 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 Harema
What does Harema do?
Harema manufactures and wholesales professional cleaning chemicals, disinfectants, modular cleaning carts, patented mop systems, sensor-controlled hygiene paper dispensers, disposable gloves, and disinfection columns under proprietary brands (AMERAH, ÖUR, TUBELESS, Cleany, DESI StandART, EVO, EVOLUTION, MoPo, Speed Cleaning). The company complements this product portfolio with own-fleet logistics, a FIGR-certified training academy (Harema Akademie), and assembly/repair services for commercial customers in building cleaning, healthcare, hospitality, education, and industrial facility management across Germany.
Is Harema a public or private company?
Harema is a private company. It is classified as family owned and is currently operating.
When was Harema founded?
Harema was founded in 1962. It employs 51 to 100 people.
Where is Harema based?
Harema is headquartered in Rodgau, Germany, in the Europe region.
How does Harema make money?
Four revenue lines are on record. Product Sales (Wholesale/Distribution) is the primary driver. The others are logistics and Delivery Services, academy and Training Services and montage- und Reparaturservice.
Who are Harema's main competitors?
WEHA Hygienewelt is listed as a regional player. Broad incumbents are Ecolab Inc., CWS Group and Werner & Mertz GmbH. Direct peers are Dreiturm GmbH, Johannes Kiehl KG, Hagleitner Hygiene, Dr. Schnell GmbH, Buzil-Werk GmbH and Toussaint Unternehmensgruppe.
Does Harema have an API?
No public API is recorded for Harema.
What industry is Harema in?
Harema's product category is Commercial Cleaning Equipment and Hygiene Supplies. Its primary akta.pro industry code is CRAOAGAB, Cleaning Chemicals & Disinfectants Distribution, with a secondary code of CRAOAGAD, Cleaning Tools, Mops, Brooms & Brushes Distribution. Its NAICS code is 32561 and its SIC code is 2840.