Cleaning Products

What Cleaning Products does

Cleaning Products is a Dutch-language e-commerce operator running cleaningproducts.eu, retailing household cleaning supplies, tools, and paper goods to residential consumers and small cleaning businesses in the Netherlands and broader Benelux region. The catalog spans 398 SKUs across cleaning equipment (mops, brooms, brushes, dustpans, window cleaners), dishwashing accessories (sets, drainers, soap dispensers), cloths and paper goods, and chemical cleaning agents, with a brand mix weighted toward Scandinavian/European design labels — Leifheit, Zone, Normann Copenhagen, Menu, OXO — alongside commodity cleaning chemicals.

The underlying platform is a WordPress content management system with a WooCommerce storefront built on the eStore theme by ThemeGrill, with no proprietary technology features identified and no mobile application offered. Transaction infrastructure is hybrid: a first-party WooCommerce cart supports direct sales priced individually in EUR with €3.95 flat shipping and quantity-based discounts, while most on-site "Buy" buttons redirect users through TradeTracker affiliate tracking links to third-party Dutch retailers including coolshop.nl and ffshoppen.nl via salestring.go2cloud.org, indicating the site functions partly as an SEO-oriented affiliate front and partly as a direct storefront. No APIs, SDKs, or integration partnerships beyond TradeTracker are documented.

Revenue is generated through two streams: direct e-commerce product sales and TradeTracker affiliate commissions on redirected traffic. The customer base is segmented horizontally into residential consumers (primary, seeking design-conscious and efficient cleaning products) and professional cleaners (secondary, requiring bulk and professional-grade supplies), served through a self-serve/PLG motion supplemented by affiliate referral and organic Dutch-language SEO. The legal entity is privately held and domiciled in Nottingham, United Kingdom, with operating geographies stated as Benelux. No revenue, headcount, ownership, investor, or funding information is disclosed in the available data.

Name

Cleaning Products

Legal name

Cleaning Products

Website

https://cleaningproducts.eu

Company type

Private

Operating status

Operating

Short description

Cleaning Products is a Dutch-language e-commerce retailer selling 398 household cleaning tools, chemicals, and paper goods to consumers and small businesses in the Netherlands, operating a hybrid direct-sales and TradeTracker affiliate referral model on WordPress/WooCommerce.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Broom, Brush, and Mop Manufacturing (339994)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Home Cleaning Appliances Retail (Vacuums, Steam Mops) (CRACADAG)

akta.pro secondary industries

Brooms, Brushes & Dustpans (CRAJAIAA), Heavy-Duty/Industrial-Strength All-Purpose Cleaners (Consumer) (CRAJAMAG)

Keywords

• Household cleaning supplies
• Cleaning equipment retail
• Dishwashing accessories
• Floor care products
• Cleaning tools ecommerce

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce retail sales of cleaning products to consumers, with products shipped to customers. Revenue generated from markup on cleaning supplies including mops, brushes, cleaning agents, and accessories.
2. Affiliate Commissions: Revenue from affiliate commissions by redirecting customers to partner retailers through TradeTracker affiliate links. Commission earned on qualifying sales referred to ffshoppen.nl, coolshop.nl, and other partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Cleaning Products operates a Dutch-language e-commerce platform selling a curated catalog of household cleaning supplies, including mops, brooms, brushes, dustpans, dishwashing sets, kitchen cloths, soap dispensers, and liquid cleaning chemicals. The product mix features Scandinavian and European design brands such as Leifheit, Normann Copenhagen, Zone, Menu, and OXO, with prices ranging from approximately €2 to €92. The site combines direct e-commerce sales with affiliate-driven redirects to partner retailers such as coolshop.nl.

Product overview

Cleaning Products is a Dutch e-commerce platform selling a comprehensive range of household cleaning products and supplies. The product portfolio spans multiple categories including cleaning tools (mops, brooms, dustpans, brushes), dishwashing accessories (sets, drainers, soap dispensers), cleaning cloths and towels, and chemical cleaning products. Featured brands include Leifheit, Zone, Normann Copenhagen, Menu, and OXO. The platform operates as an affiliate e-commerce site powered by WordPress/WooCommerce, offering products primarily from Scandinavian and European design brands alongside practical cleaning chemicals.

Differentiator

Problem solved

Functional benefit

Products and services

• Normann Copenhagen – Dustpan & Broom – Dark Grey A dustpan and broom set designed for efficient floor sweeping, featuring a modern dark grey aesthetic. Targeted at design-conscious residential consumers.
• Leifheit – Profi Set Floor Mop 8 liter – Green (257145) Professional floor mop set with 8-liter capacity bucket, designed for efficient mopping of large floor areas. Priced at €92.00, targeted at professional cleaners and households needing heavy-duty floor mopping.
• Zone – Dishwashing Set – Black (330413) Dishwashing set in black finish for kitchen dish cleaning and organization. Priced at €35.00, targeted at design-conscious residential consumers.
• Zone – Kitchen Cloth 3 pcs – Black (381089) Set of three kitchen cloths for household cleaning tasks. Priced at €16.00, targeted at residential consumers.
• Zone – Dish Brush (330257) Dish brush for manual dish cleaning. Priced at €14.00, targeted at residential consumers.
• Menu – Sweeper & Funnel – Black (4801539) Sweeper and funnel combination for efficient dry debris collection. Priced at €59.95, targeted at design-conscious residential consumers.
• Zone – Splash Soap Dispenser – Warm Grey (330770) Liquid soap dispenser in warm grey finish for kitchen or bathroom use. Priced at €19.95, targeted at residential consumers.
• Zone – Dishwashing Set – Black (330310) Dishwashing set in black finish. Priced at €49.95, targeted at design-conscious residential consumers.
• Zone – Bucket Dishwashing Set – Black (362106) Bucket-based dishwashing set for organized dish cleaning. Priced at €54.95, targeted at design-conscious residential consumers.
• Normann Copenhagen – Washing-up Bowl & Brush Black (310600) Combined washing-up bowl and brush set for dish cleaning. Targeted at design-conscious residential consumers.
• Leifheit – Care & Protect Floor Mop With Spray (258741) Floor mop with integrated spray function for easy floor cleaning. Targeted at residential consumers and professional cleaners.
• Leifheit – Care & Protect Starter Kit For Oiled Floors (258749) Starter kit specifically designed for cleaning and maintaining oiled wooden floors. Targeted at residential consumers with oiled wood flooring.
• Leifheit – Clean Twist Active Scrubber Set (258894) Active scrubber set for thorough floor cleaning with twist mechanism. Targeted at residential consumers and professional cleaners.
• Leifheit – 2in1 Window Cleaner – Green (258823) Two-in-one window cleaner for streak-free glass cleaning. Targeted at residential consumers.
• Vloeibaar schuurmiddel 1/2/3 Liquid abrasive cleaning product for kitchen and household cleaning applications. Targeted at residential consumers.
• Zone – Bucket Dishwashing Set – Cool Grey (362107)
• Zone – Dishwashing Set of 3 – Grey (330496) Three-piece dishwashing set in grey color. Targeted at design-conscious residential consumers.
• Zone – Dish Drainer – Black (372082) Dish drainer for air-drying dishes. Targeted at design-conscious residential consumers.
• Zone – Dishwashing Set – Warm Grey (352175) Dishwashing set in warm grey color. Targeted at design-conscious residential consumers.
• Zone – Dishwashing Set of 3 – Black (330495) Three-piece dishwashing set in black color. Targeted at design-conscious residential consumers.
• Oxo – Soap Squirting Dish Brush (X-1067529) Dish brush with integrated soap dispensing for convenient dish cleaning. Targeted at residential consumers.
• Normann Copenhagen – Brush For Washing-Up Bowl (310650) Brush designed for use with washing-up bowls. Targeted at design-conscious residential consumers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TradeTrackercoreGTM or Marketing PartnerAffiliate marketing network used for tracking customer referrals and attributing commissions. TradeTracker provides the tracking infrastructure (tt=3187_1424875_331966_) for affiliate links to partner retailers.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Blokker: Historic Dutch household goods chain selling cleaning supplies, tools, and kitchen organization. It is comparable as a long-standing Benelux retailer serving similar household use cases (mops, brushes, dishwashing accessories) and competing for the same residential cleaning customer.
• bol.com: The dominant Dutch and Belgian online marketplace, selling a deep assortment of household cleaning products, tools, and paper goods from the same brands Cleaning Products carries. It is a relevant comparable because it competes for the same household consumer in the same Benelux geography with vastly broader assortment and logistics scale.
• HEMA: Iconic Dutch variety retailer with an own-brand household cleaning range and design-led product assortment. It is comparable as a Dutch household-goods retailer serving overlapping residential customers with both value and design-oriented cleaning products.
• Action: Pan-European discount non-food retailer with dense Benelux store coverage and a large household cleaning assortment. It is a peer because it competes for price-sensitive Dutch and Belgian cleaning-product buyers with extreme scale and a low-cost physical-plus-online distribution model.
• Amazon Netherlands: Amazon's Dutch storefront sells a comprehensive range of cleaning products, mops, brushes, paper goods, and the same premium brands. It is a peer because it targets the same residential cleaning-product buyer in the same Dutch-speaking market and competes for the same organic search intent.
• Albert Heijn: Largest Dutch supermarket chain with a strong household cleaning and paper-goods assortment, including both AH own-brand and named brands. It is a peer because grocery is a major competing channel for the same routine household cleaning purchases in the Netherlands.

Direct peers

• Coolshop: Danish/Dutch general-merchandise e-commerce retailer that is the primary affiliate destination for Cleaning Products' order buttons. It is directly comparable because it sells the same Leifheit, Zone, and Normann Copenhagen product lines to Dutch-speaking consumers and is the underlying merchant that fulfills the redirected orders.
• Dille & Kamille: Dutch lifestyle/retail chain focused on design-conscious household and kitchen goods. It is a direct peer because it targets the same aesthetic-minded Dutch consumer with curated cleaning, dishwashing, and home organization products — exactly the niche Cleaning Products serves with its Scandinavian brand portfolio.

Others

• Leifheit: German manufacturer of mops, floor cleaning systems, and cleaning tools — the headline brand carried by Cleaning Products. It is a peer as a supplier/brand partner whose product depth, pricing, and direct-to-consumer strategy directly shape the economics and competitive set of Cleaning Products.
• Vileda: Major European cleaning products brand (mops, cloths, gloves, brooms) from Freudenberg. It is a peer as both a competing brand assortment in Dutch e-commerce and as a benchmark for the kinds of premium cleaning-tool categories Cleaning Products retails.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Cleaning Products