De Sneaker Reiniger

What De Sneaker Reiniger does

De Sneaker Reiniger is a Dutch e-commerce company founded in 2018 by Frank and operated from Wichmond, Netherlands. The business runs a WooCommerce-based Dutch-language webshop (sneakersreinigen.nl) that curates and resells sneaker care products from third-party brands including Collonil, Crep Protect, Carbon Lab, DFNS, Jason Markk, Angelus, and Tarrago, alongside the company's own private-label 'De Sneaker Reiniger' cleaning kits and solutions. The catalog is organized into four functional pillars: cleaning, protection, repair, and customization (DIY paint kits), covering materials such as leather, suede, mesh, canvas, and nubuck, with prices ranging from approximately €8.50 to €89.95.

In addition to product resale, the company operates a tiered professional sneaker cleaning service—Standard (€29.95), Comfort (€39.95), and Premium (€49.95)—where customers ship or deliver sneakers to the Wichmond workshop for steam cleaning, midsole cleaning, ozone treatment, interior cleaning, and protectant finishing. The company claims 10,000+ customers served, 10,000+ sneakers professionally treated, and 7+ years of practical experience, supported by a 4.9/5 Google rating across 180+ reviews.

The go-to-market is product-led and content-led: organic SEO on Dutch sneaker-care keywords, a material-specific blog, a 'Sneaker Cleaner Crew' email community built around a free Cleaning Guide 2025 PDF, social media presence on Facebook, X, and Instagram, and trust signals via WebwinkelKeur certification and Google/Trustindex reviews. Distribution is exclusively direct-to-consumer via the own webshop, with PostNL shipping to the Netherlands and Belgium, free shipping over €69, and payment methods including iDEAL, PayPal, Bancontact, Klarna, Apple Pay, credit card, and Bol.com checkout. Revenue derives from one-time product purchases and pay-as-you-go cleaning service fees.

Name

De Sneaker Reiniger

Legal name

De Sneaker Reiniger

Website

https://sneakersreinigen.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

De Sneaker Reiniger is a founder-operated Dutch e-commerce business that curates multi-brand sneaker cleaning, protection, repair, and customization products and offers a tiered professional sneaker cleaning service to Dutch and Belgian consumers via sneakersreinigen.nl.

Ownership category

akta.pro rank

Product category

Footwear care products and cleaning services

NAICS

Footwear and Leather Goods Repair (811430)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Sneaker Cleaning & Restoration Services (HSAJAIAD)

akta.pro secondary industries

Shoe Cleaning & Polishing Services (HSAJAIAA), Shoe Waterproofing & Protective Coatings (HSAJAIAH), Leather Shoe Conditioning, Dyeing & Recoloring (HSAJAIAE), Footwear Repair, Refurbishment & Remanufacturing (IMAOAIAL), Shoe & Leather Care (Polishes, Protectants, Cleaners) (CRADAKAL)

Keywords

• Sneaker cleaning products
• Footwear care supplies
• Professional shoe cleaning
• Sneaker protection sprays
• Shoe repair adhesives

Headquarters

HQ city

Wichmond

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce): Online sales of sneaker cleaning products through their Dutch e-commerce platform. Products include cleaners, brushes, protection sprays, repair kits, custom paint sets, and accessories. Revenue is generated through one-time product purchases with transaction-based pricing.
2. Professional Cleaning Service: Sneaker cleaning service with three tiers: Standard (€29.95), Comfort (€39.95), and Premium (€49.95). Customers send in their sneakers for professional hand cleaning. Service includes steam cleaning, midsole cleaning, ozone treatment, interior cleaning, and protective finish.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

De Sneaker Reiniger is a Dutch specialist that sells sneaker cleaning, protection, repair, and customization products through its own webshop (sneakersreinigen.nl), curating a multi-brand assortment from Collonil, Crep Protect, Jason Markk, Carbon Lab, ShoeSustain, Angelus, and Tarrago alongside its own private-label 'De Sneaker Reiniger' line. The company also runs a professional hand-cleaning service in three tiers (Standard €29.95, Comfort €39.95, Premium €49.95), covering steam cleaning, midsole cleaning, ozone treatment, interior cleaning, and protective finishing, with more than 10,000 sneakers treated to date.

Product overview

De Sneaker Reiniger is a Dutch e-commerce company founded in 2018 by Frank that specializes in sneaker care products and professional cleaning services. The offering is a multi-brand portfolio organized around four pillars: (1) cleaning products, including the company's own De Sneaker Reiniger Premium Sneaker Cleaner Kit, Sneakercleaner, Starter Kit, and Clean & Bescherm Set alongside third-party brands Jason Markk, Crep Protect, Collonil, ShoeSustain, Carbon Lab, First Amsterdam, Dr. FrisK, and Saphir; (2) repair and protection products including heel patches, Kovulfix shoe adhesive, and protect sprays (Shoeboy's Nano Protect, Crep Protect, By Pirri); (3) professional sneaker cleaning services in three tiers — Standaard (29.95 euros), Comfort (39.95 euros), and Premium (49.95 euros) — covering steam cleaning, midsole cleaning, ozone treatment, and interior cleaning with DFNS products; and (4) sneaker customization products (Angelus and Tarrago leerverf/paints in base, metallic, pastel, fluor, and collector colors, plus brushes, deglazers, soft makers, and matte/gloss finishers). The company also offers a free sneaker cleaning guide as a newsletter signup incentive (Sneaker Cleaner Crew). The product range covers all major sneaker materials including leather, suede, mesh, canvas, and nubuck.

Differentiator

Problem solved

Functional benefit

Products and services

• De Sneaker Reiniger Premium Sneaker Cleaner Kit

Quantifiable outcome

• 4.9 out of 5 stars on Google Reviews based on 180+ customer reviews
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Saphir: Premium French leather and shoe care brand with broad product portfolio including suede cleaners sold by De Sneaker Reiniger. Comparable in suede/nubuck care but operates as a broader premium shoe-care incumbent beyond sneakers.

Direct peers

• Crep Protect: Global sneaker care brand offering cleaning kits, protect sprays, and accessories stocked by De Sneaker Reiniger. Direct competitor in the sneaker-care product category with strong brand recognition that competes for the same consumer wallet share.
• Reshoevn8r: Sneaker cleaning product brand selling solutions, brushes, and laundry systems direct-to-consumer globally. Closely comparable as a sneaker-care specialist brand competing for the same niche audience.
• Angelus Direct: Leading sneaker customization paint and leather dye brand sold through De Sneaker Reiniger's webshop. Direct overlap in the customization and leather restoration category targeting sneaker customizers and creatives.
• Jason Markk: Premium U.S.-based sneaker cleaning brand carried in De Sneaker Reiniger's webshop. Comparable product category (sneaker cleaning solutions and kits) and target customer (sneaker enthusiasts), and a direct competitor whose products could be sourced direct from the brand.
• Tarrago: Spanish shoe care and sneaker paint manufacturer with deep product overlap in sneaker customization paints, brushes, and finishers stocked by De Sneaker Reiniger. Comparable manufacturer-level brand competing for the same end consumer.
• Collonil: Established German shoe and leather care manufacturer whose product range dominates De Sneaker Reiniger's catalog. Direct overlap in suede/nubuck cleaners, protector sprays, and color renovators, with Collonil selling direct globally alongside its retail distribution.
• Carbon Lab: Eco-positioned sneaker care brand (midsole cleaners, sealers, biodegradable formulas) stocked by De Sneaker Reiniger. Closely comparable product mix and target customer; also a potential competitor as it builds its own direct channels.

Emerging players

• ShoeSustain: Dutch eco-friendly sneaker cleaning brand sold by De Sneaker Reiniger. Smaller, sustainability-positioned peer with comparable product mix; partial overlap and potential competitive threat in the eco segment.

Regional players

• Quick Sneaker Cleaner: German sneaker cleaning service and product retailer offering mail-in cleaning and DIY kits. Closely comparable business model (service + webshop) but serves DACH region rather than NL/BE, making it a regional rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Sneakersreinig1
• Facebookfacebook.com/sneakersreinigen
• Instagraminstagram.com/desneakerreiniger.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 De Sneaker Reiniger