Asem

What Asem does

Asem (legal name: Ελληνική Εταιρία Παραγωγής Εξειδικευμένων Απορρυπαντικών — Hellenic Company for the Production of Specialized Detergents) is a privately held Greek manufacturer founded in 1989 and headquartered in Acharnes, Attica. The company produces a broad catalog of professional cleaning chemicals 100% manufactured in Greece under ISO 9001 standards, organized across roughly 20 product categories including machine dishwashing detergents, rinse aids, kitchen degreasers, CIP (Clean-in-Place) systems for food and beverage processors, washroom hygiene, fabric care, carpet care, disinfectants (e.g., ELVIQUAT quaternary ammonium, SOPUROXID 15 peracetic acid), hand antiseptics (ANTISEPT gel, CPNP-registered), espresso machine cleaners, and a budget ASEM Economy Line. Beyond chemistry, ASEM distributes proprietary dosing pump systems, paper products and dispenser devices, and sells own-brand commercial dishwashers (ASEM A40, A50, and ASEM 110 Hood Type) backed by a technical service and spare parts operation.

The company sells B2B through a quote-based model — customers submit inquiries specifying business type and product needs via online forms, after which ASEM provides tailored offers. Distribution combines direct enterprise sales with a password-protected partner/reseller reserved area serving mid-market and SMB buyers. End customers span four primary verticals: food service and catering, hotels and hospitality, food and beverage industry processors, and commercial cleaning service companies; commercial dishwasher owners also represent a recurring aftermarket segment for service and consumables.

Revenue mechanics are diversified across one-time chemical sales in 1L–1000L containers, hardware sales of commercial dishwashers with a trade-in program, paper and dispenser sales, and recurring technical service and spare parts revenue. ASEM carries ISO 9001 quality certification, EOF certification for biocidal disinfectants through the Hellenic National Organization for Medicines, and CPNP registration for cosmetic products. The company has received public co-funding under the NSRF 2021-2027 'Competitiveness' Programme 'Green Transition for SMEs' action to modernize manufacturing technology and product lines. Operating geography is primarily Greece with English-language site support suggesting limited international reach.

Name

Asem

Legal name

Ελληνική Εταιρία Παραγωγής Εξειδικευμένων Απορρυπαντικών

Website

https://asem.gr

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Asem is a Greek specialty chemical manufacturer (founded 1989, Acharnes) producing professional cleaning detergents, dosing systems, and own-brand commercial dishwashers for B2B customers in food service, hospitality, food and beverage processing, and commercial cleaning.

Ownership category

akta.pro rank

Product category

Professional Cleaning Chemicals & Commercial Dishwashing Equipment

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Industrial & Institutional (I&I) Cleaning Chemicals (IMAEABAG)

akta.pro secondary industries

Restroom & Hygiene Dispensing Systems (Commercial/Industrial) (IMAHALAH), Parts Washing & Degreasing Equipment (IMAHALAD)

Keywords

• Professional cleaning detergents
• Commercial dishwashing equipment
• Industrial cleaning chemicals
• Food service hygiene products
• Cleaning dosing systems

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Cleaning Detergents: Sale of specialized professional cleaning detergents including machine dishwashing products, kitchen hygiene, washroom products, fabric care, carpet cleaning, and food & beverage industry solutions. Products are sold in various container sizes (1L to 1000L) with bulk pricing available.
2. Commercial Dishwashing Equipment: Sale of commercial dishwashing machines (ASEM A40, A50, ASEM 110 Hood Type) including trade-in programs for old equipment
3. Paper Products & Dispensers: Sale of professional paper products (hand towels, toilet paper, industrial paper) and dispensing systems (dispensers for paper products, soap dispensers)
4. Technical Support & Service: Technical support and repair services for commercial dishwashers including spare parts for multiple brands

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Asem manufactures and sells professional cleaning detergents and commercial dishwashing equipment to business customers. Its chemical portfolio covers machine dishwashing detergents, kitchen hygiene products, disinfectants, rinse aids, fabric care, carpet care, washroom hygiene, food & beverage industry cleaners, and espresso machine cleaners, complemented by dosing pump systems, paper products, dispensers, and own-brand commercial dishwashers (ASEM A40, A50, ASEM 110 Hood Type).

Product overview

Asem is a Greek specialized detergent manufacturer producing professional cleaning products 100% made in Greece. The product portfolio consists of two main categories: professional cleaning chemicals and commercial dishwashing equipment. The cleaning chemicals division includes machine dishwashing detergents (WAT-389 Plus, MAGNA new, ELITE pro, LAVADIN eco, DESTAINER chlor), rinse aids (VENUS energy, OK eco, EVENY plus), kitchen hygiene products (BLACK power, FORNO cleaner, INOX polish), washroom hygiene (BRIGHT star, WC gel, CLOGG), fabric care products (LIQUID, PLUS asem, ECO asem, SMOOTH, BOOSTER plus, O2 liquid), carpet care (CARPET foam, CARPET star), food & beverage industry products (CIP alkaline, CIP acid, CIP acid blend, LA-CA SUPER, ELVIQUAT, SOPUROXID 15, BEER LINE cleaner, ACTIVE series), espresso machine cleaners (GRUPPO cleaner), and the economy line of budget products. The equipment division offers commercial dishwashers (ASEM A40, A50, and ASEM 110 Hood Type) along with paper products and dispenser devices. The company also provides technical support services for commercial dishwashers.

Differentiator

Problem solved

Functional benefit

Brands

• ASEM Economy Line: Economy line of cleaning products for price-sensitive professional markets

Products and services

• Machine Dishwashing Detergents Professional detergents designed for commercial dishwashers, including products for various water hardness levels (soft, medium-hard, hard, very hard water) and aluminum-safe formulations. Targeted at food service, hospitality, and cleaning operators.
• Kitchen Hygiene Products Detergents and degreasers for professional kitchen cleaning including commercial oven cleaners (FORNO cleaner, FORNO rinser) and stainless steel surface cleaners (INOX polish). For food service, hospitality, and catering operators.
• Rinse Aid Detergents Rinse aids for commercial dishwashers providing drying and polishing results while preventing limescale formation. For commercial kitchen operators.
• ASEM Economy Line Budget-friendly line of cleaning products including multi-purpose cleaners, bleach, liquid hand soap, and manual dishwashing liquids. Targeted at price-sensitive professional markets.
• Disinfectants and Hand Sanitizers Surface disinfectants and hand antiseptic products including ANTISEPT gel (70% ethyl alcohol with pharmaceutical-grade glycerin, CPNP-notified), quaternary ammonium-based disinfectants (ELVIQUAT, EOF-certified), and sodium hypochlorite solutions. For commercial facilities, healthcare, and food service operators.
• All Purpose Cleaners Multi-surface cleaning products including DYNAMIC classic (with degreasing agents and alcohol), SILK fresco (with green apple fragrance), and POUDRE sense shampoo/shower gel, plus economy-line multi-purpose cleaners. For commercial cleaning operators.
• Fabric Care Products Professional laundry products including enzymatic liquid and powder detergents, fabric softeners, detergent boosters, whiteners, and oxygen-based products. Targeted at hotels, hospitality, and commercial laundry operators.
• Carpet Care Products Carpet maintenance products including high- and low-foaming carpet cleaners, defoamer, and fragrance products. For commercial cleaning service companies and hospitality operators.
• Washroom Hygiene Products Washroom hygiene products including sanitary cleaners, toilet cleaners, drain cleaners, deodorants, foam hand soaps, and bleach products. For hospitality, commercial, and institutional washrooms.
• Food & Beverage Industry Cleaning Products Specialized cleaning and disinfection products for the food & beverage industry including CIP (Clean-in-Place) alkaline and acid detergents, descaler, beer line cleaner, foam cleaners, quaternary ammonium disinfectant (ELVIQUAT), and peracetic acid disinfectant (SOPUROXID 15). For food processing, beverage production, and brewery operators.
• Espresso Machine Cleaners Specialized cleaners for espresso/coffee machines including GRUPPO cleaner (group valve powder), BLACK power degreaser, and INOX polish stainless steel cleaner. For cafes, coffee shops, and hospitality F&B operators.
• Paper Products Professional paper products including industrial jumbo rolls, kitchen rolls, professional and center-pull toilet paper, autocut hand towels, and interfold hand towels. For hospitality, commercial, and institutional facilities.
• Dispenser Devices Dispensing equipment for paper products and soap including autocut hand towel dispensers, toilet paper dispensers, center-pull dispensers, and Capsula foam and liquid soap dispensers. For commercial washrooms.
• Dosing Pumps and Systems Automated professional dosing pump systems for accurate detergent dispensing in commercial dishwashers and cleaning applications. For food service, hospitality, and industrial cleaning operators.
• ASEM A40 Commercial Dishwasher Entry-level own-brand commercial dishwasher with capacity up to 1500 glasses per hour, 40x40cm basket, 2.7 kW power, 40kg weight. For small restaurants, cafes, and bars.
• ASEM A50 Commercial Dishwasher Medium-capacity own-brand commercial dishwasher with overflow indicator, 2-liter water consumption per cycle, up to 1500 glasses or 500 plates per hour, 50x50cm basket, 3.7 kW, 230V, 50kg. For medium-volume restaurants and hospitality venues.
• ASEM 110 Hood Type Commercial Dishwasher High-capacity hood-type commercial dishwasher with 1800 glasses or 500 plates per hour, 6.0-liter boiler, 15-liter tank, 8.5 kW, 400V, 100kg, made in Italy, 1-year warranty. For high-volume food service and hospitality operations.
• Commercial Dishwasher Technical Support & Spare Parts Technical support and repair service for commercial dishwashers including spare parts for multiple brands, plus trade-in programs for old equipment. For owners of commercial dishwashing equipment.

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Various Chemical SupplierscoreTechnology or IntegrationMultiple unnamed chemical suppliers providing raw materials for ASEM's cleaning product formulations. Products are manufactured 100% in Greece under ISO 9001 standards.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sutter Professional: Italian manufacturer of professional cleaning detergents covering kitchen hygiene, dishwashing, laundry, and disinfection. Directly comparable to ASEM in portfolio breadth, mid-market size, and B2B foodservice/hospitality focus across Southern Europe.
• Dr. Weigert: German specialty chemical manufacturer focused on industrial and institutional cleaning, with strong machine dishwashing, CIP, and healthcare disinfection portfolios. Directly overlaps ASEM's professional and F&B hygiene positioning.
• Kersia: French-headquartered specialist in food safety and disinfection chemistry with deep CIP and food & beverage sanitation expertise. Closely comparable to ASEM's CIP alkaline/acid/blend product line and EOF-certified disinfectant offering.
• Christeyns: Belgian professional cleaning chemical manufacturer serving hospitality, foodservice, healthcare, and industrial laundries across Europe. Comparable in B2B specialty positioning and CIP/F&B disinfection overlap.
• Pramol-Chemie: Swiss specialty manufacturer of professional cleaning chemicals and dosing systems. Similar mid-market European footprint, similar focus on kitchen hygiene, dishwashing, laundry, and integrated dosing pumps.
• Buzil: Germany-based mid-sized manufacturer of professional cleaning chemicals spanning kitchen, laundry, washroom, and industrial applications. Comparable to ASEM in scale, vertical coverage, and integrated chemical-plus-dosing offering.

Broad incumbents

• Ecolab: Global leader in water, hygiene, and infection prevention with the dominant position in professional cleaning chemicals and integrated dosing. Competes with ASEM across every category but at vastly greater scale and with full digital/IoT platform capabilities.
• Spartan Chemical: US-headquartered manufacturer of specialty maintenance and cleaning products with similar kitchen hygiene, floor care, and disinfection focus. Comparable in mid-market B2B positioning but with broader North American footprint and deeper distribution.
• Diversey (now part of Solenis): Multinational specialty cleaning and hygiene company serving hospitality, foodservice, and healthcare. Overlaps the full ASEM portfolio at global scale and represents the most direct large-scale competitor pressure on mid-market accounts.
• Henkel: German multinational with a sizable professional cleaning chemicals business across dishwasher, laundry, and surface care. Comparable in chemistry capabilities but vastly larger and broader across consumer and industrial channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asemchemicals

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 Asem