Cinderella Eco Group

What Cinderella Eco Group does

Cinderella Eco Group is a privately held, fourth-generation family-owned Norwegian manufacturer of incineration toilet systems, headquartered in Midsund (Romsdal) with a 3,500 m² purpose-built factory in Lyngen above the Arctic Circle and a service point in Molde. Its core technology incinerates human waste at high temperature inside a closed chamber, reducing it to a small amount of sterile ash; waste is handled through a proprietary bowl-liner drop system, and the company offers energy-source-flexible variants (electric, propane, and diesel) including sub-zero-rated models tested to −20°C. The product line spans the Classic, Comfort, Premium, and Freedom residential/industrial SKUs, the Travel Gas and Travel Diesel variants for motorhomes and caravans, a water-free Urinal supplement, and accessories such as the Arctic Insulation Kit and Universal Installation Kit.

The company sells directly to consumers in Norway and Sweden through its own e-commerce webshop (Klarna checkout, prices in NOK inclusive of VAT), while serving the rest of the world — Finland, broader Europe, Australia, New Zealand, North America, Mexico, South Korea, Japan, and Africa — through a dealer and distributor network. B2B and professional segments — including Norwegian and Scottish fish-feeding platforms, crane-cabin manufacturers, railroads, mining, construction welfare, and offshore installations — are served through dedicated outreach and the dealer channel, with Morelo (German motorhome OEM) cited as a named enterprise customer. Revenue mechanics are primarily one-time hardware sales at NOK 39,490–49,000 per toilet, plus consumable bowl liners and accessories, with a 3-year residential / 1-year commercial warranty.

The business has been led since founding by the Sjøvik family (now under CEO Gunhild Sjøvik), is part of the broader Sjøvik Group, and holds regulatory approvals spanning CE, Nemko/Semko, UL/CSA, Global-Mark, and DBI. Cinderella was the Scandinavian cabin market's incumbent until it began international expansion in 2012, launched the Travel line for the RV market in 2013, opened the Lyngen factory in 2022, and added the Molde service point in early 2026; the company also maintains a long-running social-impact partnership with NSP Aid supporting sanitation in Kenya and Ethiopia.

Name

Cinderella Eco Group

Legal name

Cinderella Eco Sales AS

Website

https://cinderellaeco.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Cinderella Eco Group is a Norwegian family-owned manufacturer of incineration toilet systems, serving Scandinavian cabin owners, global RV/motorhome OEMs, and remote industrial sites (mining, fish platforms, rail, construction welfare) via direct e-commerce in Norway/Sweden and a worldwide dealer network.

Ownership category

akta.pro rank

Product category

Sanitation Equipment

NAICS

Solid Waste Combustors and Incinerators (562213)

SIC

Refuse Systems (4953), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Restroom & Hygiene Dispensing Systems (Commercial/Industrial) (IMAHALAH)

akta.pro secondary industry

Restroom Hygiene & Consumables Services (Supplies, Dispensers, Matting) (BPABABAI)

Keywords

• Incineration toilet systems
• Waterless sanitation solutions
• Off-grid toilet technology
• RV sanitation equipment
• Portable toilet manufacturing

Headquarters

HQ city

Midsund

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Incineration Toilet Sales: One-time hardware sales of incineration toilets (electric, gas, and diesel models) and accessories. Customers purchase the full toilet unit plus installation kits, bowl liners, spare parts, and ancillaries. Products carry a 3-year warranty for residential use and 1-year for commercial/industrial use.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Cinderella Eco Group manufactures and sells waterless incineration toilet systems that burn human waste at high temperatures into a minimal amount of sterile ash, eliminating the need for water supply, sewage connections, or tank storage. The company offers electric (Classic, Comfort, Premium), propane (Freedom, Travel Gas), and diesel (Travel Diesel) powered models for cabins, motorhomes/caravans, and remote professional/industrial sites. Core offerings include the toilet units plus a full range of accessories, installation kits, bowl liners, and spare parts sold alongside them.

Differentiator

Problem solved

Functional benefit

Brands

• Cinderella Comfort: Electric incineration toilet with closed air system; rated Best in Test by Testfakta in 2014 and 2018.
• Cinderella Premium
• Cinderella Freedom
• Cinderella Classic
• Cinderella Travel
• Cinderella Urinal

Products and services

• Cinderella Comfort NA Electric-powered incineration toilet with closed air system that draws combustion air directly from outside, providing better indoor climate and energy efficiency. Features digital LCD display. Awarded 'Best in Test' by Testfakta in 2014 and 2018.
• Cinderella Premium NA Electric-powered premium incineration toilet with soft-close lid, Teflon-coated bowl, advanced digital menu with visit counter, steam cleaning program, and childproof lock. Top-tier residential model.
• Cinderella Freedom NA Propane-powered incineration toilet designed for off-grid installations where mains power is limited. Connects to a propane gas cylinder or tank plus 12V battery or solar power system.
• Cinderella Classic Electric-powered entry-level incineration toilet that uses air from the room for the incineration process, requiring a fully open air vent of at least 145x145 mm. Features blinking light status updates. Suitable for uninsulated or unheated rooms.
• Cinderella Travel Gas Propane-powered incineration toilet adapted for motorhomes (RVs) and caravans. Does not require mains electricity; uses only propane and 12V power connection. Capacity approximately 70 toilet visits before emptying the ash container.
• Cinderella Travel Diesel Diesel-powered incineration toilet adapted for motorhomes (RVs) and caravans. Provides hygienic, easy waste management on the road or at permanent campsite installations.
• Cinderella Urinal Water-free urinal designed as a supplement to the incineration toilet. Handles urine only, reducing the need to start an incineration cycle for small amounts of liquid and saving energy and bowl liners.

Quantifiable outcome

• 4 visits per hour per toilet
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• NSP Aid (North South Partnership Aid)coreOthersCinderella has supported NSP Aid for over 10 years. The partnership works to improve the lives of homeless children and young people in Kenya and Ethiopia by building schools, children's homes, moving families out of slums, and providing education opportunities. Cinderella donates water-free incineration toilets to improve sanitary conditions in children's homes they help build. The company has also set up the Cinderella Scholarship to support students, and is supporting the building of a children's home outside of Nairobi.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Nature's Head: US-based manufacturer of waterless composting toilets for cabins, RVs, and off-grid sites. Targets the same end users as Cinderella with a non-incineration alternative that is gaining traction in environmentally minded consumer segments.
• Sun-Mar: Canadian composting toilet manufacturer serving cabins, cottages, and commercial off-grid sites. Competes indirectly with Cinderella for the same off-grid sanitation customer with a different technology approach.
• BioLet: Swedish-based provider of composting toilet solutions for cabins and off-grid homes. Direct Scandinavian competitor to Cinderella in the cottage/leisure-home segment using a non-incineration approach.
• Clivus Multrum: Pioneer in continuous composting toilet systems for residential and remote installations. An established alternative to incineration technology in markets where composting is permitted and preferred.

Direct peers

• Separett: Swedish manufacturer of composting and urine-diverting toilets for cabins and off-grid homes. A Scandinavian competitor targeting the same cabin/holiday-home customer base as Cinderella with a non-incineration approach.
• Incinolet: US-based manufacturer of electric incineration toilets. Directly competes with Cinderella in North America and serves overlapping off-grid cabin and remote-installation use cases with a similar core technology.
• Thetford: Dutch manufacturer of RV and marine sanitation systems including portable and cassette toilets. Competes with Cinderella Travel in the motorhome/caravan segment and is well-established across the same dealer channels globally.

Broad incumbents

• Dometic: Swedish-listed global RV and marine systems provider. Operates broadly in mobile sanitation, refrigeration, and climate control; offers overlapping toilet and waste-management solutions for RVs as part of a much wider portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cinderellanorge
• LinkedInlinkedin.com/company/cinderellaecogroup

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cinderella Eco Group