What Magris Group does

Magris Group is an Italian B2B distributor and solutions provider for professional cleaning, founded in 1976 and headquartered in Seriate (Bergamo). The company supplies over 13,000 SKUs spanning detergents, paper products, cosmetics, single-use food serviceware, and cleaning machines to verticals including HORECA, healthcare, public administration/schools, industrial manufacturing, sports facilities, and facility management companies. Its proprietary portfolio includes the Bluematic machine line (scrubber-dryers, sweepers, single-disc machines, pressure washers) with IoT-enabled resource monitoring, the SIRGAM GREEN Ecolabel-certified detergent range with single-dose pods, the Easy-It Green compostable tableware line, and the I Love Earth eco-cosmetics courtesy line, complemented by distributed premium brands Tork (Essity), Ecolab, Vileda Professional, and LionsBot autonomous cleaning robots.

The company's distribution backbone is a 16-platform Italian logistics network anchored by a 21,000+ sqm BREEAM-certified hub in Fara Olivana with 1,300 photovoltaic panels (410 kW), supported by over 200 sales agents, 60+ specialized technicians, and international reach across 40+ countries via the INPACS network. Revenue is generated through one-time product sales, recurring machine rental contracts (Full/Light/Standard service tiers), technical assistance and maintenance services, and customized consulting including CAM public procurement support and EDI-integrated procurement automation. Operationally, Magris is family-owned, holds ISO 9001/14001/45001, SA8000, and BREEAM certifications, has been a UN Global Compact member since 2019, and runs two core operating subsidiaries: Magris Servizi SpA (rental and technical services across 12 branches and 65+ technicians) and Eco System srl (regional distribution in the Veneto area, acquired 2017-2018).

Name

Magris Group

Legal name

Magris S.p.A.

Website

https://magrisgroup.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

251–500 employees

Short description

Magris Group is an Italian B2B distributor of professional cleaning products, machines, and sustainability solutions, serving HORECA, healthcare, public administration, and industrial clients across Italy and 40+ countries via a 16-platform logistics network and proprietary brands like Bluematic and SIRGAM GREEN.

Ownership category

akta.pro rank

Product category

Professional Cleaning Supplies and Equipment Distribution

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Polish and Other Sanitation Good Manufacturing (325612), Broom, Brush, and Mop Manufacturing (339994)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Industrial & Facility Maintenance (MRO) Cleaning Supplies Distribution (CRAOAGAJ)

akta.pro secondary industries

Green/Eco-Certified Cleaning Products Distribution (CRAOAGAN), Paper, Tissue, Wipers & Dispensers Distribution (CRAOAGAC), Foodservice & Kitchen Cleaning (Warewashing) Distribution (CRAOAGAH), Hygiene Packaging & Dispensing Systems (Dispenser Systems, Packs) (IMAMAGAJ)

Keywords

• Professional cleaning supplies
• Cleaning equipment distribution
• Industrial hygiene products
• Cleaning machines rental
• Ecolabel cleaning detergents

Headquarters

HQ city

Seriate

HQ country

Italy

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Cleaning Products and Machines Sales: Sale of over 13,000 professional cleaning products and machines from major brands (Tork, Kleenex, SWEP, Ecolab) and proprietary brands (Bluematic, Sirgam Green, I Love Earth, Easy-It Green). Products include detergents, dispensers, paper products, single-use items, cosmetics, and cleaning equipment.
2. Machine Rental: Short-term and long-term rental contracts on single-disc machines, scrubber-dryers, sweepers, pressure washers, vacuum cleaners, washing machines, and dishwashers. Three service formulas: FULL service (complete maintenance package), LIGHT service (budgeted base cost with extraordinary maintenance), STANDARD service (base rate including theft and fire insurance). Over 6,000 machines currently rented.
3. Technical Assistance Services: Technical assistance through 60 specialized technicians (national network) and 65 qualified technicians (Magris Servizi) providing on-site support, maintenance on various machine types, and mobile workshop services. SA8000:2014, ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certified.
4. Customized Services and Consulting: Tender office services, public procurement bidding support, on-site surveys, dosing system installation and dispenser assembly, and cleaning process consulting. EDI integration for automated ordering and cost variability management.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Magris Group distributes over 13,000 professional cleaning products and machines across Italy, combining proprietary brands (Bluematic machines, SIRGAM GREEN Ecolabel detergents, Easy-It Green compostable tableware, I Love Earth cosmetics) with partner brands (Tork, Ecolab, Vileda Professional, Kleenex, SWEP). The company also rents cleaning equipment, provides technical assistance through a network of 60+ technicians, and offers consulting on sustainable cleaning practices and CAM compliance.

Product overview

Magris Group is a professional cleaning solutions provider offering over 13,000 professional products and machines across Italy with a network spanning 40+ countries. The portfolio centers on the Bluematic machine line (floor scrubbers, sweepers, pressure washers, single-disk machines) with IoT-enabled Control Fleet Care monitoring, complemented by LionsBot autonomous cleaning robots. Proprietary sub-brands include SIRGAM GREEN (Ecolabel-certified detergents and single-dose pods), Easy-It Green (compostable food serviceware), I Love Earth (eco-friendly hospitality amenities), and TOPCLIN (exclusive cleaning products). The offering integrates third-party premium brands (Tork, Ecolab, Vileda Professional), dispenser systems, and comprehensive services including technical assistance, machine rental, and the #IAMGREEN sustainability program for CAM compliance. The company operates 16 logistics platforms across Italy with 60+ specialized technicians.

Differentiator

Problem solved

Functional benefit

Brands

• Magris Servizi: Technical assistance, maintenance, and machine rental subsidiary. Offers Full Service, Light Service, and Standard Service rental contracts for cleaning equipment across Italy through 12 branches and 65-80 qualified technicians.
• Bluematic
• #IAMGREEN
• Sirgam Green
• SIRGAM GREEN
• Easy-It Green
• I Love Earth
• LionsBot (Lionsbot)
• Magris Robotics
• Magris Web Academy
• Control Fleet Care (CFC)

Products and services

• Bluematic Cleaning Machines Own-brand line of professional cleaning machines including scrubber-dryers, sweepers, single-disc machines, and pressure washers designed for low water, energy, and detergent consumption with digital monitoring of resource usage.
• SIRGAM GREEN Detergents Ecolabel-certified professional cleaning detergents with 100% recycled plastic packaging, including Green Pods single-dose superconcentrates (Floor Pods, Remover Pods, Multi Glass Pods, Bath Pods) for floor, glass, bathroom, and degreasing applications.
• Easy-It Green Disposable Tableware Compostable and recyclable single-use tableware for food service including CPLA cutlery, cellulose pulp plates, recycled aluminum plates, and certified cardboard items, compliant with EU SUP Directive.
• I Love Earth Hospitality Cosmetics Eco-friendly hospitality courtesy line with cosmetics featuring natural extracts, recyclable paper packaging, and 100% recycled PET bottles, designed for hotels and B&Bs.
• LionsBot R3 Scrub Autonomous Cleaning Robot Autonomous professional cleaning robot with dual SCRUB and MOP modes, automatic self-emptying, app-based remote control via LionsClean app, designed for large-area autonomous cleaning.
• Cleaning Machine Rental Services Short-term and long-term rental of cleaning machines with three service formulas: FULL (complete maintenance), LIGHT (budgeted base cost with extraordinary maintenance), and STANDARD (base rate including theft and fire insurance).
• Technical Assistance and Maintenance Services On-site technical assistance and maintenance for cleaning machines delivered through a network of 60+ specialized technicians and 65 Magris Servizi technicians with 12 branches across Italy.
• Cleaning Process Consulting and Tender Services Customized consulting including tender office services, public procurement bidding support, on-site surveys, dosing system installation, dispenser assembly, and cleaning process optimization with CAM compliance guidance.
• #IAMGREEN Sustainability Program Integrated sustainability consulting program combining consumption analysis, CAM compliance support, staff training, and co-designed cleaning processes for measurable environmental impact reduction.
• Partner Brand Cleaning Solutions Distribution of partner-brand professional cleaning products and systems from Tork, Ecolab, Vileda Professional, Kleenex, SWEP, Kimberly-Clark, and other leading manufacturers.

Quantifiable outcome

• Over 6,000 machines currently rented through rental program
• +9 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core, minor and strategic.

• INPACScoreChannel Partner/ Reseller/ DistributorINPACS is an international distribution network through which Magris extends its coverage to over 40 countries. Magris operates as part of this network to serve international customers with professional cleaning products and services.
• Tork (Essity)coreStrategic or Co-development PartnerTork is a key brand partner offering certified Easy-to-Use soap and disinfectant dispensers, complete hygiene solutions, and carbon-neutral dispenser products. Magris distributes the full Tork range including PeakServe, SmartOne, and foam soap systems.
• EcolabcoreStrategic or Co-development PartnerEcolab is a major brand partner providing innovative cleaning, sanitation, and water management solutions. Magris distributes Ecolab products including MAXX Synbiotic (50 billion microorganisms/liter probiotic cleaners), SmartPower (dishwasher program), Apex (warewashing), KitchenPro, Oasis Pro, and Ecobrite Low Temp laundry solutions.
• Vileda Professional (Freudenberg Home and Cleaning)coreStrategic or Co-development PartnerVileda Professional is a key brand partner offering professional cleaning tools including the UltraSpeed Pro system (certified to clean 750+ m²/hour), Swep Pro (certified to remove 99.99% of viruses and bacteria), and ergonomic cleaning solutions for healthcare and HORECA sectors.
• LionsBotcoreTechnology or IntegrationLionsBot is a robotics partner providing autonomous cleaning robots including the R3 Scrub (SCRUB and MOP modes). Magris Robotics distributes LionsBot products in Italy with the LionsClean app for remote control, automatic mode, and touchscreen interface. CEO Dylan (LionsBot) is featured in Magris promotional content.
• KleenexminorChannel Partner/ Reseller/ DistributorKleenex is a brand partner providing facial tissue and hygiene products distributed by Magris.
• SWEPminorChannel Partner/ Reseller/ DistributorSWEP is a brand partner providing professional cleaning tools distributed by Magris.
• United Nations Global Compact (UNGC)strategicOthersMagris Group has been a member of the UN Global Compact and its Italian network (GCNI) since August 30, 2019, committing to sustainable business practices aligned with UN principles.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fimap: Italian designer and manufacturer of professional floor cleaning machines with strong presence in HORECA, healthcare, and retail. Direct peer to Magris Servizi for machine sales, rentals, and technical service in Italy and across Europe.
• Comac: Italian manufacturer of professional floor cleaning machines (scrubber-dryers, sweepers, vacuum cleaners) headquartered near Verona. Direct competitor to Magris's Bluematic own-brand and to Magris Servizi's rental fleet in the same Italian market.
• Hagleitner Hygiene: Austrian manufacturer and direct distributor of professional hygiene and cleaning products (soap, paper, dispensers, cleaning agents) serving hotels, healthcare, and public sector. Highly comparable business model to Magris, with similar in-house production plus distribution and recurring dispenser/consumable economics.
• CWS-boco (CWS Group): European provider of washroom hygiene, cleanroom, and workplace hygiene solutions including mat and textile services. Comparable to Magris's restroom hygiene distribution and dispenser systems, with overlapping customer base in healthcare, industry, and public sector across Europe.
• Sutter Professional: Italy-based manufacturer and distributor of professional cleaning chemicals, detergents, and dosing systems serving HORECA, healthcare, and public administration — directly comparable to Magris's SIRGAM GREEN and proprietary chemical line, with overlapping Italian GPP/CAM bid participation.

Broad incumbents

• Nilfisk: Danish global manufacturer of professional cleaning equipment, including autonomous robotic scrubbers. Comparable to the Bluematic line and to Magris Robotics' LionsBot offering, with overlapping customer base in facility management and industrial cleaning.
• Bunzl plc: UK-listed global distribution and outsourcing group supplying cleaning, hygiene, and safety consumables to businesses. Comparable to Magris at the model level (JanSan distribution plus value-add services), though at vastly larger scale across multiple geographies.
• Tennant Company: US-based global manufacturer of floor cleaning machines and coatings, including autonomous cleaning robots. Comparable to Magris's machine portfolio (Bluematic) and to its robotics ambitions, with a similar emphasis on sustainability and IoT-enabled fleet management.
• Ecolab: Global leader in water, hygiene, and infection-prevention solutions. Currently a key Magris brand partner (MAXX Synbiotic, SmartPower, Apex), but a direct competitor in chemicals and could bypass distribution by going direct to large Italian accounts.
• Kärcher: Global leader in professional and consumer cleaning machines (scrubber-dryers, sweepers, pressure washers). Comparable to Magris's Bluematic machine line on product, but operates at much larger scale, sells direct in many markets, and competes with Magris for the same end customers and dealers in Italy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/magrisgroup

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Magris Group