Foxy

What Foxy does

Foxy is a mass-market Italian consumer tissue paper brand owned by Industrie Cartarie Tronchetti S.p.A. (ICT Group), a private Italian manufacturer headquartered in Borgo a Mozzano (LU). The brand manufactures and sells toilet paper, kitchen towels, napkins, pocket tissues, and boxed tissues across five core product lines spanning premium (Cotton, Seta), professional (Cartapaglia), and mass-market (Asso, Mega) tiers. Product differentiation rests on patented mechanical embossing technology (Vortici Superassorbenti), N-fold packaging that reduces box size by 30% while maintaining sheet count, and a sustainability proposition built on FSC/PEFC-certified cellulose, chlorine-free bleaching, 100% renewable electricity equivalent in production, and 50% recycled-plastic packaging.

The brand operates a direct-to-consumer CPG go-to-market with no enterprise sales motion, distributing through mass-market supermarkets and hypermarkets, Amazon marketplaces, and a brand-owned online store across 7 European countries (Italy, Poland, Spain, France, UK, Ireland, Germany). Revenue is generated entirely through one-time consumer retail purchases at unit pricing with promotional bundling (e.g., 8+2 packs); no subscription model exists. Foxy has been on the Italian market since 1982 with continuous TV advertising since 1986, anchored by the Volpina fox mascot, and supports a broad ESG partnership portfolio including UNICEF (since 2000/2009), 3Bee, Plastic Bank, NaviLens, and Dynamo Camp.

Name

Foxy

Legal name

Industrie Cartarie Tronchetti S.p.A.

Website

https://foxy.eu

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Foxy is a mass-market Italian consumer tissue paper brand (toilet paper, kitchen towels, napkins, tissues) sold via retail and e-commerce across 7 European countries, owned by Industrie Cartarie Tronchetti S.p.A. and active in the market since 1982.

Ownership category

akta.pro rank

Product category

Consumer Tissue Paper Products

NAICS

Sanitary Paper Product Manufacturing (322291), Converted Paper Product Manufacturing (3222), Paper Mills (322120)

SIC

Paper Mills (2621), Papers & Allied Products (2600)

akta.pro primary industry

Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA)

akta.pro secondary industries

Toilet Paper (CRAJAFAA), Paper Towels (CRAJAFAB), Paper Napkins (CRAJAFAD), Paper Towels & Tissue Dispensers (Consumer/At-home) (CRAJAFAH)

Keywords

• Consumer tissue products
• Paper towels
• Toilet paper
• Household paper goods
• Sustainable tissue products

Headquarters

HQ city

Borgo A Mozzano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Tissue Product Sales: Foxy generates revenue by selling paper tissue products (toilet paper, kitchen towels, napkins, tissues) through mass-market retail channels including supermarkets, hypermarkets, and online marketplaces (Amazon, own e-commerce store). Revenue is derived from standard retail shelf sales to end-consumers. No subscription or recurring revenue model is described — all sales are one-time consumer purchase transactions through established retail distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Foxy manufactures and sells branded consumer tissue paper products — toilet paper, kitchen towels, napkins, facial tissues, and boxed tissues — across seven European markets. Products are made from FSC/PEFC-certified pure cellulose using a chlorine-free bleaching process, with packaging using 50% recycled plastic and production powered by 100% renewable electricity equivalent. The brand emphasizes transparency, accessibility, and environmental initiatives including Plastic Bank plastic recovery and 3Bee pollinator monitoring.

Product overview

Foxy is a tissue and paper products brand owned by Industrie Cartarie Tronchetti S.p.A. The product portfolio consists of five core product lines: Carta igienica (toilet paper) with variants including Seta, Cotton, Mega, Ipoallergenici, and Love the Bee; Asciugatutto (paper towels) including Asso Ultra, Asso, Mega, Cartapaglia, Cartapaglia Master, and Tornado; Tovaglioli (napkins) with GranTavola, GranTavola Scozzesi, Tuttidì, Happy Hour, and Trapuntati; Fazzoletti (tissues) in Cotton, Cream, Ipoallergenici, and Mega variants; and Fazzoletti in scatola (boxed tissues) in Cotton and Mega formats. The brand emphasizes sustainability certifications (FSC, PEFC), renewable energy in production, recyclable packaging with recycled plastic, and social initiatives including UNICEF partnerships and bee protection programs. Foxy operates primarily in Italy with presence in Spain, France, Poland, and the UK/Ireland markets.

Differentiator

Problem solved

Functional benefit

Brands

• Foxy Love the Bee: A dedicated product line where Foxy dedicates the entire line to bee protection - toilet paper and kitchen towel 'paper that loves and protects bees'.

Products and services

• Carta igienica (Toilet Paper) Foxy's toilet paper line offers variants including Foxy Seta (neutral pH, sensitive skin), Foxy Cotton (real cotton fibers), Foxy Mega, Foxy Ipoallergenici (hypoallergenic, fragrance-free), Foxy Love the Bee (supports bee protection), Foxy Camilla (chamomile scented), and Foxy Artistico. Produced from FSC- or PEFC-certified pure cellulose with chlorine-free bleaching, targeted at households across European markets.
• Asciugatutto (Paper Towels) Foxy paper towels include Foxy Asso Ultra (high absorbency), Foxy Asso (natural white with patented Vortici Superassorbenti embossing), Foxy Mega (long-lasting), Foxy Cartapaglia (recommended by Gambero Rosso for frying, anti-crumble effect), Foxy Cartapaglia Master (thicker, more resistant bobbin format), Foxy Tornado (3-layer universal), and Foxy Mega3. Sold for household and professional kitchen use across European markets.
• Tovaglioli (Napkins) Foxy napkins include Foxy GranTavola (double-layer, 33cm and 38cm formats), Foxy GranTavola Scozzesi (Scottish pattern in 4 colors), Foxy Tuttidì (mono-layer high grammage, compact packaging), Foxy Happy Hour (quilted texture, centered decorations), and Foxy Trapuntati (quilted, extra large 40x40cm). Marketed for household table setting and entertaining across European markets.
• Fazzoletti (Tissues) Foxy facial tissues include Foxy Cotton (with real cotton fibers, 3-layer), Foxy Cream (with balm for chapped skin, 4-layer), Foxy Ipoallergenici (hypoallergenic, fragrance-free, 4-layer), and Foxy Mega (family size, 200 pieces). Marketed for everyday personal hygiene and sensitive-skin use across European markets.
• Fazzoletti in scatola (Boxed Tissues) Foxy boxed tissues include Foxy Cotton (90 pieces, 3-layer) and Foxy Mega (200 pieces, 2-layer with butterfly border, available in 4 color variants). All boxed tissues are clinically tested and suitable for cosmetic use, leveraging N-fold tissue folding for more compact packaging.

Quantifiable outcome

• 21 million bees monitored and protected every year through 73 technological beehives in 7 European countries
• +5 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• UNICEFcoreStrategic or Co-development Partner · 1 January 2009Foxy has partnered with UNICEF since 2000 in Italy and since 2009 in Poland, supporting humanitarian programs for children worldwide. Total donations to UNICEF Poland amount to PLN 2.92 million. In 2020, Foxy donated PLN 250,000 for COVID-19 relief (640,000+ soaps, 900 medical protective suits, 465 hygiene kits). In 2021-2022, another PLN 250,000 was donated for vaccination programs in the world's poorest countries.
• 3BeecoreStrategic or Co-development PartnerFoxy entered a multi-year agreement with 3Bee, an Italian nature-tech company developing biodiversity monitoring technology, to protect bees and pollinators. 73 technological beehives have been installed across Italy, Spain, Poland, France, the UK, Ireland, and Germany, monitoring 21 million bees annually. 24 biodiversity oases with 2,350 native nectar plants have been created. Foxy dedicates the 'Foxy Love the Bee' product line to this initiative.
• Plastic BankcoreStrategic or Co-development PartnerFoxy partners with Plastic Bank to recover and recycle plastic waste from the environment. This initiative is part of Foxy's broader sustainability commitment to reduce environmental impact and support circular economy principles.
• Dynamo CampminorStrategic or Co-development PartnerFoxy supports Dynamo Camp, an Italian recreational therapy camp for children with serious illnesses. Foxy has run campaigns featuring colorful decorations created by children at Dynamo Camp.
• 3Bee (Pollinator Monitoring Technology)coreTechnology or Integration3Bee provides technology for monitoring bee health and environmental conditions through 73 technologically equipped hives across 7 European countries. Their Polyhive and B3 Hive sensors collect data on pollinator wellbeing, enabling Foxy to transparently report its biodiversity impact. 21 million bees are monitored annually.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Essity: Global hygiene and health company with strong tissue brands (Tempo, Tork, Zewa) across Europe — overlapping end-markets, retail channels, and sustainability positioning, but at vastly greater scale and broader portfolio than Foxy.
• Procter & Gamble: Owner of Charmin and Bounty — the dominant global tissue brands that define the premium tier against which Foxy's branded tissue competes in European retail.
• Kimberly-Clark: Global tissue major behind Andrex, Kleenex, and Scottex — directly overlapping category, retail customers, and advertising-driven brand-building model, though at multinational scale and breadth far beyond Foxy.
• SCA (Svenska Cellulosa Aktiebolaget): Major European forest products and tissue group behind TENA, Libresse, Libero, and Tempo — broad incumbent with overlapping branded tissue, hygiene, and sustainability narratives.

Direct peers

• Lucart: Italian tissue and airlaid producer (Tenderly, Foxy's competitor in Italy) — direct regional peer with overlapping Italian heritage, multi-category tissue portfolio, and similar retail-channel go-to-market.
• WEPA Industrie: Family-owned European tissue manufacturer with private-label and branded presence across Germany and Western Europe — a close comparable as a mid-sized, privately held regional tissue player competing for similar retail shelf space.
• Sofidel: Italian-headquartered tissue manufacturer and owner of the Regina brand — directly comparable as a private, Italy-anchored tissue producer with European multi-country presence serving the same retail and household consumer base as Foxy.
• Industrie Cartarie Tronchetti (ICT Group): The Italian parent of the Foxy brand itself — a vertically integrated tissue manufacturer based in Borgo a Mozzano that produces for both Foxy-branded and private-label customers across Europe.
• Metsä Tissue: Finnish tissue producer behind Lambi and SAGA brands, owned by Metsä Group — comparable as a sustainability-led (FSC fiber) branded tissue company with multi-country European retail distribution.

Regional players

• SHP Group (Cellucore): Central European tissue manufacturer (Celtex, Iseta, Paloma) — comparable as a mid-tier branded tissue player with similar multi-country Central/Southern European footprint and customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCpCfvrNg7u0O0jSeH9B9ygA
• Facebookfacebook.com/Foxy.Italia
• LinkedInlinkedin.com/company/foxy-spa
• Instagraminstagram.com/foxy
• TikToktiktok.com/%40foxy.italia

Compliance3 records

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 Foxy