ENJO International GmbH

What ENJO International GmbH does

ENJO International GmbH, headquartered in Kufstein with manufacturing in Altach and Hohenems (Vorarlberg, Austria), develops, manufactures, and distributes proprietary microfiber cleaning products that clean surfaces using only cold water — a method branded ENJOpure. The core technology is ENJOtex Fibre, a family of five specialized microfiber variants (combinations of polyester, acrylic, polyamide, polypropylene, and cotton) developed from Friedrich Engl's 1985 invention, which mechanically penetrates surface pores to absorb and retain dirt particles. The product portfolio spans gloves (Bathroom Glove, Kitchen Duoglove, Living Glove Soft, Dust Glove), drying cloths (Bathroom ENJOfil, Living & Window ENJOfil), bathroom and floor-care tools (including the patented Floorcleaner Plate), the dermatologically-tested Skin Care Fibre, and complementary care items such as Lavender Laundry Liquid. Products carry a patented colour indicator that signals end-of-service life, hold OEKO-TEX Standard 100 certification (since 2013), Dermatest 5-Star certification (Skin Care Fibre, 2018), and the Finnish Allergy, Skin and Asthma Association Allergy Label (since 2020). Each fibre product carries a two-year warranty and a roughly three-year service life.

ENJO sells exclusively through a direct sales model: independent ENJOpreneurs (commissioned at 20–32% on monthly net sales) deliver in-home demos and personal appointments to consumer households, supported by a tier of 18+ exclusive Country/Regional Franchise Distributors that operate the ENJO business system in territories including Canada (Trish Ronan, distributor since 2004), Finland/Sweden (Care 4 Nordic Oy), Japan, Bulgaria, UAE, and 13 other markets. The company serves health-conscious households and allergy/asthma sufferers in 26+ countries as its primary customer segments, with secondary segments being social-impact communities (via the Helios Foundation) and the franchise/consultant network itself. Revenue mechanics combine recurring consumer-product sales through consultants, franchise territory rights, and — as of January 2025 — direct e-commerce via the VIP-Shop platform in Finland and Sweden. The company is privately held (ENJO GmbH), operates with 251–500 employees, and in 2024 transitioned ownership from founder Johannes Engl to long-standing business partners Walter and Renate Grießer.

Name

ENJO International GmbH

Legal name

ENJO GmbH

Website

https://enjo.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

ENJO International GmbH develops and manufactures proprietary ENJOtex microfiber cleaning products that clean with water only, sold exclusively through direct-sales ENJOpreneurs and 18+ exclusive franchise distributors across 26+ countries, serving health-conscious and allergy-affected households.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612), 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

General All-Purpose Cleaners (CRAJAMAA)

akta.pro secondary industries

Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE), Eco Allergy-Safe Cleaning (HEPA, low-VOC, fragrance-free) (HSAEAGAL), Bathroom Surface Cleaners (Sinks, Tubs, Tiles, Grout) (CRAJADAE), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF), Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Shower & Glass Cleaners (Doors, Mirrors, Fixtures) (CRAJADAF)

Keywords

• Microfiber cleaning products
• Chemical-free cleaning
• Household cleaning supplies
• Direct sales cleaning
• Cleaning fibre technology

Headquarters

HQ city

Altach

HQ country

Austria

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales via ENJOpreneurs/Consultants: ENJO sells its fibre cleaning products exclusively through independent ENJOpreneurs (consultants) via in-home demonstrations and personal appointments. Consultants earn 20–32% commission on monthly net sales, with additional +3% on personal net sales and +3% on consultant downline net sales for those who share the ENJOlife. Team Leaders and Business Leaders earn more by managing their own teams. Products are delivered directly to the customer's home by the consultant or via central logistics.
2. Franchise/Distribution Rights: ENJO operates an Exclusive Distributor franchise model. Franchise partners (country or regional distributors) pay to establish and operate ENJO in their territory. They receive a proven business system, product range, training, IT tools, corporate identity materials, marketing support, and exclusive territorial rights. This includes low-to-moderate starting investment with unlimited profit potential. The company provides comprehensive reports, travel incentives (ENJOvation, ENJOheart Tour), and national festival events.
3. VIP-Shop Online Sales (Nordic markets): ENJO recently launched VIP-Shop e-commerce platforms for Finland (fi.enjo.software) and Sweden (se.enjo.software) in January 2025. Customers can purchase and reorder products online, supported by their ENJO Coach. These shops are integrated with the ENJO community ecosystem and are accessible both for new and existing customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

ENJO International GmbH develops, manufactures, and distributes proprietary microfiber cleaning products (ENJOtex Fibre) that clean surfaces using only cold water, without chemical detergents. The company sells specialized fibre gloves, cloths, sponges, and floor cleaning tools for chemical-free home cleaning across kitchen, bathroom, living areas, floors, windows, and outdoors. Products are sold exclusively through a direct sales network of independent ENJOpreneurs and exclusive country/regional franchise distributors across 26+ countries.

Product overview

ENJO International GmbH offers a range of proprietary fibre-based cleaning products that clean using only water, called the ENJOpure method. The core technology is the ENJOtex Fibre, a specialized microscopic fiber that mechanically reaches into surface pores to absorb and retain dirt particles. Products include various specialised gloves (Bathroom Glove, Kitchen Duoglove, Living Glove Soft, Dust Glove), ENJOfil drying cloths (Bathroom ENJOfil, Living & Window ENJOfil), bathroom products (Bathroom Sponge, Bathroom Duocloth), floor care products (Floorcleaner Plate, Floor Fibre Soft, Floor Fibre Dust), laundry products (Lavender Laundry Liquid, Laundry Bag), and various tools and accessories (Telescopic Pole, Spraybottle, Living Flexi, Dust Flexi). Products are sold individually or in bundles (Bathroom Set, Living Set, ENJOpure Set). All products feature the patented colour indicator to signal optimal cleaning performance. The company operates through a direct sales franchise model (ENJOpreneur/ENJO Consultant) across more than 26 countries.

Differentiator

Problem solved

Functional benefit

Brands

• ENJOpure: Cleaning method using ENJO fibers and water only for chemical-free cleaning
• ENJOlife
• ENJOtex
• ENJO Consultant
• ENJOpreneur

Products and services

• ENJOtex Fibre Technology
• ENJOpure Cleaning Method
• ENJO VIP-Shop E-commerce Platform
• ENJOtex Fibre Cleaning Product Range
• ENJO Cleaning Tools and Accessories
• Lavender Laundry Liquid
• ENJO Cleaning Sets and Bundles
• ENJO Franchise/Distributor Program

Quantifiable outcome

• 6x more hygienic cleaning than conventional chemical cleaning (ATP bioluminescence test by hygiene expert Hans Hirschmann)
• +7 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Finnish Allergy, Skin and Asthma Association (Allergia-, iho- ja astmaliitto)coreStrategic or Co-development Partner · 1 January 2020ENJO has cooperated with the Finnish Allergy, Skin and Asthma Association since summer 2020. ENJO products received the Allergy Label, which certifies they do not generally irritate skin or cause allergy or asthma reactions. ENJO is the only product in its category to meet the association's criteria. The criteria are drawn up in consultation with external experts and researchers from impartial testing bodies.
• Dermatest GmbHcoreStrategic or Co-development Partner · 1 January 2018ENJO's Skin Care Fibre underwent intensive dermatological testing by Dermatest GmbH in 2018, resulting in the award of the Dermatest 5-Star Certification. Testing included clinical dermatological application tests and VISIA system digital skin analysis.
• OEKO-TEX AssociationcoreStrategic or Co-development Partner · 1 January 2013ENJOtex products have been certified according to OEKO-TEX Standard 100 since 2013. All product components are tested by independent OEKO-TEX institutes for harmful substances. The certification is regularly reviewed.
• ENJO Canada / Trish RonancoreChannel Partner/ Reseller/ Distributor · 1 January 2004Trish Ronan has served as national distributor for ENJO Canada since 2004. She represents all of Canada from coast to coast and has built one of the largest ENJO organizations globally. The interview with Trish in FRANCHISE+ newspaper highlights ENJO Canada's success as a model franchise operation.
• ENJO Franchise Partners (Country/Regional Distributors)coreChannel Partner/ Reseller/ DistributorENJO operates through a global network of Exclusive Country/Regional Distributors (franchise partners). Examples include: ENJO Canada (Trish Ronan, national distributor since 2004), Care 4 Nordic Oy (Finland & Sweden), Diadom Ltd. (Bulgaria). Each franchise partner builds and manages ENJO operations in their territory, grows their own ENJO team, and operates independently within the ENJO business system. The franchise model covers 18+ countries including Australia, Austria, Bulgaria, Canada, Croatia, Czech Republic, Finland, France, Germany, Iceland, Italy, Japan, New Zealand, Norway, Sweden, Switzerland, UAE, and United Kingdom.
• Helios FoundationminorStrategic or Co-development PartnerHelios is a shared charity project of the ENJO worldwide community initiated by ENJO Canada. The foundation supports projects focusing on four pillars: Health, Environment, Happy Homes, and Empowerment. Projects include building homes for the poor, donating mattresses to Namibian school children, providing weekly fruit donations to 430 Namibian schoolchildren, and building a water well for a kindergarten in Senegal.
• Knowlege makes strong (Wissens-Macht-Stark) Austrian NGOminorStrategic or Co-development PartnerENJO supports the Austrian NGO 'Knowlege makes strong' (wissens-macht-stark.org) led by Natalie Moosmann in projects where money goes directly to those in need. The association is currently accompanying the Helios water well project in Senegal.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Better Life: US-based natural, non-toxic cleaning brand selling plant-derived sprays and cleaners through DTC and major retail; relevant emerging counterpart in the chemical-free household cleaning segment.
• The Pink Stuff: UK viral cleaning brand (paste, sprays, laundry) increasingly distributed through mass retail; an emerging competitor in eco-positioned cleaning that overlaps with ENJO's bathroom and kitchen use cases.

Broad incumbents

• Ecover: Pioneer eco-friendly cleaning brand (now part of SC Johnson) selling soaps, detergents, and sprays through mainstream retail; competes with ENJO on the chemical-free / eco positioning but at much wider distribution.
• Seventh Generation: Major North American eco-household cleaning brand (Unilever-owned) covering plant-based detergents, sprays, and wipes sold through mass retail; competes for the same health-conscious household customer at scale.
• Method Products: Design-led eco-friendly home and personal care brand (Ecover-owned) selling through grocery, mass, and DTC channels; a strong incumbent in the same eco/household cleaning category.
• Amway Home: Direct-sales giant with an eco-friendly household cleaning sub-line (Amway Home / Legacy of Clean) sold via independent Amway distributors worldwide; overlaps with ENJO on sales channel and category.
• Mrs. Meyer's Clean Day: SC Johnson-owned plant-derived household cleaning brand sold through US/Canadian mass retail; competes for ENJO's environmentally and fragrance-sensitive consumers.

Direct peers

• Shaklee: US-based legacy direct-sales company with a 'Get Clean' household cleaning line (incl. microfibre-style products) sold through independent distributors, comparable to ENJO's consultant-plus-franchise model.
• Vorwerk (Kobold): German-headquartered, multi-level direct-sales company selling high-end household cleaning appliances (Kobold) through independent consultants; competes with ENJO for in-home cleaning demonstrations in DACH and other European markets.
• Norwex: Norwex sells microfibre cleaning cloths and household products through a global direct-sales/consultant model with chemical-free positioning — the closest analogue to ENJO's value proposition, distribution channel, and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/ENJOInternational
• LinkedInlinkedin.com/company/enjo-international-gmbh

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 ENJO International GmbH