Pure Line

What Pure Line does

Pure Line (legally reinline GmbH & Co. KG, trading as Reinline Onlineshop) is a family-owned, Hamburg-based B2B distributor of professional cleaning and hygiene supplies serving the German market. The company operates an e-commerce platform (reinline24.de) supplemented by a field-sales force and two physical branches — the Oststeinbek headquarters near Hamburg and a Western Germany location in Langenfeld — and promises same-day delivery (reini-Xpress) plus a 24-hour delivery commitment in the Hamburg metropolitan area. Its catalog spans roughly 6,500 SKUs, organized into cleaning chemicals and disinfectants, general cleaning articles, washroom hygiene, glass care, mop systems and carts, professional cleaning machines and accessories, and carpet and upholstery cleaning, and the company also maintains a sizable rental equipment fleet alongside a Flexmiete rental/leasing hybrid and a custom Moppdruck (printed-mop) service.

The portfolio combines own-label lines (the wino equipment brand) with multi-brand distribution of well-known industry manufacturers, including Numatic (Henry vacuums, ProCar carts, scrubber-dryers), Levanta and Dr. Schnell cleaning chemicals, the EscaTEQ escalator-cleaning system, the Crobber modular brush platform, and the Pudu CC1 autonomous cleaning robot — the latter reflecting a recent move into cleaning robotics as a channel response to labor shortages. Pricing is quote-based rather than publicly listed, with customers submitting requests through an inquiry basket on the website or via the field-sales team.

Commercially, reinline targets four roughly co-equal primary customer segments — professional cleaning companies, nursing/elderly care homes, hotels, and general commercial businesses — with no disclosed anchor accounts, no external investors, and no parent company. The company is privately held as a German GmbH & Co. KG with 11–50 employees and 30+ years of continuous operation. No revenue, ARR, or financial figures are publicly disclosed.

Name

Pure Line

Legal name

reinline GmbH & Co. KG

Website

https://reinline24.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Line (reinline GmbH & Co. KG) is a family-owned German B2B wholesaler that distributes more than 6,500 professional cleaning products, machines, chemicals, and rental equipment — including the Pudu CC1 cleaning robot — to cleaning contractors, nursing homes, hotels, and commercial businesses, primarily via its reinline24.de e-commerce platform and two branches in Oststeinbek and Langenfeld.

Ownership category

akta.pro rank

Product category

Commercial Cleaning Supplies

NAICS

Industrial and Personal Service Paper Merchant Wholesalers (424130), Industrial Machinery and Equipment Merchant Wholesalers (423830), Other Chemical and Allied Products Merchant Wholesalers (42469)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

akta.pro secondary industries

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG), Paper Towels & Kitchen Rolls (CRADALAC)

Keywords

• Professional cleaning supplies
• Commercial cleaning equipment
• Cleaning chemicals wholesale
• Hygiene product distribution
• Industrial cleaning machines

Headquarters

HQ city

Oststeinbek

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Cleaning Supplies and Equipment Sales: reinline generates revenue through the direct sale of professional cleaning products, chemicals, and equipment. They offer over 6,500 articles including cleaning agents, disinfectants, hygiene paper, cleaning machines, mop systems, and accessories. The company also offers equipment rental services and flexible rental alternatives.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pure Line (operating as reinline GmbH & Co. KG) is a family-owned German wholesaler and e-commerce distributor of professional cleaning and hygiene supplies, offering more than 6,500 articles including cleaning chemicals, disinfectants, hygiene paper, professional cleaning machines (spray extraction, scrubber-dryers, vacuums, orbital machines, ozone generators), mop systems, cleaning carts, and accessories. The company distributes products from in-house and partner brands such as wino, Numatic, Levanta, Dr. Schnell, Crobber, and EscaTEQ, and supplements sales with equipment rental, the Flexmiete rental alternative, and a custom mop printing service.

Product overview

Pure Line (reinline) operates as a family-owned professional cleaning supplies e-commerce platform offering over 6,500 products across multiple categories. The portfolio is organized around core cleaning equipment (spray extraction machines, scrubber-dryers, vacuum cleaners, single-disc and orbital machines) primarily under the wino and Numatic sub-brands, complemented by comprehensive chemical solutions from Levanta and Dr. Schnell. Supporting products include mop systems, cleaning carts (ProCar, ComCar, EcoMatic series), escalator cleaning (EscaTEQ), ozone generators, and the Crobber modular brush system. The company also provides services including equipment rental, custom mop printing (Moppdruck), and the Flexmiete financial alternative to leasing. Target customers include cleaning companies, nursing homes, hotels, and commercial businesses in the Hamburg metropolitan area with 24-hour delivery承诺.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Cleaning Machines
• Professional Cleaning Chemicals
• Mop Systems, Carts, and Cleaning Accessories
• Equipment Rental Service
• Flexmiete Rental Alternative
• Moppdruck Custom Mop Printing
• Specialty Cleaning Systems (Escalator, Robotic, Modular Brush)
• Hygiene Paper and Washroom Hygiene Supplies

Quantifiable outcome

• 6,500+ articles available for immediate pickup
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vermop Salmon GmbH: German manufacturer and distributor of professional cleaning tools, mop systems, and trolleys. Comparable as a German cleaning equipment/tools specialist in the same professional target market.
• Dreiturm GmbH: German family-owned manufacturer of professional cleaning chemicals and disinfectants distributed via direct sales and wholesalers. Comparable as a similarly scaled German specialty cleaning products supplier.
• CWS International: One of Europe's largest B2B providers of hygiene, washroom, and workplace services, including cleaning supplies and rental/textile services. Directly comparable as a multi-brand commercial cleaning and hygiene distributor serving hotels, care homes, and commercial enterprises across Germany.
• Werner & Mertz Professional: German professional cleaning brand owner (Tana, Green Care Professional) with direct distribution to commercial cleaning companies and institutions. Comparable as a multi-brand cleaning products supplier in the German professional market.
• Hagleitner Hygiene: Austrian/German manufacturer and direct distributor of professional cleaning chemicals, hygiene paper, and dosing systems, serving hotels, healthcare, and facility management. Closely comparable as a vertically integrated cleaning/hygiene supplier with direct sales to B2B customers in German-speaking markets.
• Kiehl Gruppe: German manufacturer of professional cleaning and hygiene products sold through its own direct sales force to commercial customers. Comparable as a vertically integrated competitor in the German professional cleaning distribution channel.

Broad incumbents

• Ecolab: Global leader in water, hygiene, and infection-prevention solutions for commercial customers. Comparable as a broad incumbent in the same hygiene/cleaning chemicals and services category, with overlapping German customer base.
• Kärcher: Global German market leader in cleaning equipment (pressure washers, vacuums, scrubber-dryers). Comparable as a major German cleaning equipment incumbent whose products reinline also distributes alongside Numatic and wino.
• Nilfisk: Danish/global manufacturer of professional cleaning equipment (vacuums, scrubber-dryers, high-pressure washers). Comparable as a broader incumbent in the same professional cleaning equipment category that reinline distributes.
• MEIKO Maschinenbau GmbH: German manufacturer of commercial cleaning and dishwashing equipment with its own sales/service network. Comparable as a German broad incumbent in commercial cleaning equipment with overlapping customer base in hospitality and care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 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 Pure Line