Goedert Group
Goedert Group is a Brazilian family-owned manufacturer and distributor of hygiene, cleaning, and protection products, serving B2B distributors, institutional buyers, and end consumers across Brazil and Mercosur via Nobre dispensers, Uppro chemicals, and the NCoisas retail chain.
- Company typePrivate
- Founded1986
- HeadquartersSanta Catarina, Brazil
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Goedert Group does
Goedert Group is a privately held Brazilian group of companies founded in 1986 in Santa Catarina, operating across the hygiene, cleaning, and protection products value chain. The group is organized into four core business units: Goedert Indústria (vertically integrated manufacturing of dispensers and chemical products via plastic injection molding at plants in Palhoça and Biguaçu), Goedert Negócios (B2B commercial operations serving distributors, resellers, and institutional buyers across Brazil and Mercosur), Lojas NCoisas (physical retail and e-commerce serving end consumers with 6,000+ SKUs), and Global Trade (international import/export operations headquartered in Shanghai, China).
The company's core product portfolio is anchored by the Nobre dispenser brand family (Brave, New Classic, Multicopo, Select, Street, Mini lines) used in professional hygiene environments including hospitals, schools, shopping malls, airports, and public transportation terminals. Supporting brands include Uppro Químicos (chemical cleaning and sanitizing products), Mood (household utensils and stainless steel bins), Multirodo, and PapaCopo (sustainable cup dispensers from recycled materials). Goedert's key technical differentiators are In Mold Label (IML) technology — the first and only such application in Brazil for dispensers — and the proprietary Tecla Protect antiviral and antimicrobial agent that eliminates 99.9% of viruses and bacteria on dispenser activation keys. The company recently previewed IoT-enabled Sensor Brave towel dispensers with real-time paper-level monitoring.
Goedert operates a hybrid B2B/B2C go-to-market model: enterprise field sales and a 7,500+ point distributor/reseller network across all 27 Brazilian states plus Mercosur countries (Argentina, Uruguay, Paraguay) serve institutional and commercial buyers; NCoisas megaloja in Florianópolis and ncoisasshop.com.br serve end consumers directly. Manufacturing scale reached approximately 18 million units in 2020 with 3,000+ SKUs. The company employs 501–1,000 people, is led by second-generation CEO Everton Goedert, and has held Great Place to Work certification for four consecutive years.
Goedert Group firmographics
Firmographics- Name
- Goedert Group
- Legal name
- Goedert Group
- Website
- https://goedertgroup.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Goedert Group is a Brazilian family-owned manufacturer and distributor of hygiene, cleaning, and protection products, serving B2B distributors, institutional buyers, and end consumers across Brazil and Mercosur via Nobre dispensers, Uppro chemicals, and the NCoisas retail chain.
- Ownership category
- akta.pro rank
Goedert Group industry classification
Industry- Product category
- Professional Hygiene Products & Equipment
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612), Commercial and Service Industry Machinery Manufacturing (33331)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Chemicals & Allied Products (5160)
- akta.pro primary industry
- Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)
- akta.pro secondary industries
- Blow-Molded Packaging Closures & Dispensing Components (Caps, Nozzles) (IMANAGAH), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM), Napkins, Tableware & Foodservice Disposables (Plates, Cups, Cutlery) (CRADALAD)
Keywords
Where Goedert Group is headquartered
LocationHeadquarters
- HQ city
- Santa Catarina
- HQ country
- Brazil
- HQ region
- Latin America
Offices5 records
Markets served
Goedert Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Manufacturing and Sales of Hygiene Products: Manufactures and sells dispensers, chemical products, and hygiene accessories through B2B channels to distributors, resellers, and directly to businesses and end consumers.
- Retail Operations: Operates NCoisas retail stores and e-commerce platform selling 6,000+ products directly to end consumers and businesses.
- Import/Export Services: Global division facilitates international trade operations, importing and exporting hygiene products with operations through Shanghai office.
- Chemical Products (Uppro): Sale of chemical cleaning products under Uppro brand including UpHand soaps, Clivê alcohols and products.
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
Goedert Group product offering
Product offeringCore offering
Goedert Group manufactures and sells professional hygiene, cleaning, and protection products, with a core focus on Nobre-brand dispensers (paper, soap, sanitizing) for commercial and institutional use. The company operates a vertically integrated business including plastic injection molding manufacturing in Palhoça, a chemical products line (Uppro Químicos/UpHand/Clivêa), B2B and B2C retail through Lojas NCoisas stores and e-commerce, and international import/export through a Global Trade division headquartered in Shanghai.
Product overview
Goedert Group is a hygiene, cleaning, and protection products company operating as a manufacturer, importer, exporter, retailer, e-commerce, and distributor. The core product portfolio centers on Nobre dispensers (including Brave, New Classic, Multicopo, Select, Street, and Mini lines) for paper, soap, and sanitizing products, along with Uppro Químicos (chemical products) and the Mood brand (household items). Key technology differentiators include Tecla Protect antiviral/antimicrobial technology and In Mold Label (IML) personalization technology. The company also operates NCoisas retail stores and Global Trade international operations.
Differentiator
Problem solved
Functional benefit
Brands
- Nobre: Main brand for dispensers, hygiene products, and cleaning solutions. Includes lines such as Brave, New Classic, Select, Street, and Mini. Known for quality, innovation, and the Protect antiviral technology.
- Uppro Químicos
- Multirodo
- PapaCopo
- Mood
- Clivê
Products and services
- Nobre Dispensers Professional hygiene dispensers for paper, soap, and sanitizing products. Includes multiple lines (Brave, New Classic, Multicopo, Select, Street, Mini) and napkin holders with varying features for commercial, industrial, and institutional environments.
- Linha Brave (Brave Line) Dispensers High-performance dispenser line featuring autocut and lever mechanisms, supporting over 1.5 million actuations. Available in black, white, brushed stainless steel, and translucent. Incorporates Protect antiviral technology and IML customization.
- Nobre Select Line
Quantifiable outcome
- 18 million products manufactured and distributed in 2020
- +4 more outcomes
Companies that use Goedert Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Goedert Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Goedert Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AdhetechcorePartnership with Adhetech, one of the leaders in chemical products for surfaces in Brazil, bringing the Clivê line to market including alcohols and soaps with excellent cost-benefit ratio.
- OphardtcorePartnership with international manufacturer Ophardt consolidating Goedert Group's commitment to cutting-edge products and advanced solutions.
- MoodminorComplete Mood brand line presented at Higiexpo 2024, including innovative household utensils and stainless steel trash bins.
- Junior Achievement SCminorPartnership with Junior Achievement Santa Catarina to conduct Innovation Camp event, promoting innovation culture and skills development among collaborators.
- Abralimp (Câmara de Fabricantes de Equipamentos, Dosadores e Acessórios)minorDirector Maurício Ramos became a member of the board of Abralimp, contributing to strengthen the market for products that promote cleaning, health and well-being.
Scale indicators14 records
Recent moves8 records
Expansion highlights3 records
Goedert Group competitors and assessment
Company assessmentDirect peers
- Betco Corporation: US-based manufacturer of commercial cleaning chemicals, equipment, and dispensing systems for institutional and industrial customers, directly comparable to Goedert's Uppro chemical products and dispenser portfolio.
- Essity (Tork): Global hygiene and health company operating the Tork brand, the leading professional hygiene dispenser brand worldwide, directly competing with Goedert's Nobre dispensers across paper towel, soap, and sanitizer dispensers in commercial and institutional markets.
- Spartan Chemical: Manufacturer of industrial and institutional cleaning chemicals including sanitizers, disinfectants, and soap products, comparable to Goedert's Uppro chemical line and Clivêa products for professional hygiene markets.
- CWS Group: European hygiene solutions provider offering washroom hygiene, hand sanitizers, dispensers, and workplace hygiene services, comparable to Goedert's professional hygiene solutions across institutional and commercial customers.
- Kimberly-Clark Professional: Division of Kimberly-Clark providing professional hygiene solutions including paper towel and soap dispensers, wipers, and cleaning supplies for healthcare, education, and commercial environments, competing directly with Goedert's Nobre line.
- GOJO Industries: Inventor of Purell hand sanitizer and a leading manufacturer of hand hygiene and skin care dispensers, soaps, and sanitizers for institutional and healthcare settings, directly comparable to Goedert's Uppro chemical product line and Protect technology.
- Ophardt Hygiene: German manufacturer of dispensers and hygiene solutions for healthcare and public spaces, currently a strategic partner of Goedert Group for cutting-edge dispenser technology and a direct competitor in the global dispenser market.
Broad incumbents
- Ecolab: Global leader in water, hygiene, and infection prevention solutions serving foodservice, hospitality, healthcare, and industrial customers, providing broader portfolio overlap with Goedert's cleaning chemicals and hygiene dispensing products.
- Rubbermaid Commercial Products: Manufacturer of commercial cleaning equipment, waste receptacles, and hygiene products including soap and sanitizer dispensers, with overlapping institutional customer base with Goedert's Nobre Street line and Mood stainless steel bins.
Emerging players
- Cascades: Canadian-based manufacturer of tissue, hygiene, and paper-based products including washroom and foodservice paper offerings, partially overlapping with Goedert's napkin dispenser and paper hygiene dispensing businesses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Goedert Group social profiles
Digital presenceGoedert Group compliance and trust
Trust signalCompliance5 records
Goedert Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goedert Group leadership team
Management profileNumber of profiles
Profiles6 records
Goedert Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
Goedert Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goedert Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goedert Group
What does Goedert Group do?
Goedert Group manufactures and sells professional hygiene, cleaning, and protection products, with a core focus on Nobre-brand dispensers (paper, soap, sanitizing) for commercial and institutional use. The company operates a vertically integrated business including plastic injection molding manufacturing in Palhoça, a chemical products line (Uppro Químicos/UpHand/Clivêa), B2B and B2C retail through Lojas NCoisas stores and e-commerce, and international import/export through a Global Trade division headquartered in Shanghai.
Is Goedert Group a public or private company?
Goedert Group is a private company. It is classified as family owned and is currently operating.
When was Goedert Group founded?
Goedert Group was founded in 1986. It employs 501 to 1,000 people.
Where is Goedert Group based?
Goedert Group is headquartered in Santa Catarina, Brazil, in the Latin America region.
How does Goedert Group make money?
Four revenue lines are on record. Manufacturing and Sales of Hygiene Products are the primary driver. The others are retail Operations, import/Export Services and chemical Products (Uppro).
Who are Goedert Group's main competitors?
Direct peers on record are Betco Corporation, Essity (Tork), Spartan Chemical, CWS Group, Kimberly-Clark Professional, GOJO Industries and Ophardt Hygiene. Broad incumbents are Ecolab and Rubbermaid Commercial Products. Cascades is listed as an emerging player.
Does Goedert Group have an API?
No public API is recorded for Goedert Group.
What industry is Goedert Group in?
Goedert Group's product category is Professional Hygiene Products & Equipment. Its primary akta.pro industry code is CRADAKAA, Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives), with a secondary code of IMANAGAH, Blow-Molded Packaging Closures & Dispensing Components (Caps, Nozzles). Its NAICS code is 32561 and its SIC code is 2840.