Sonett

What Sonett does

Sonett GmbH is a privately-held German manufacturer of ecological washing, cleaning, disinfecting, and body care products, founded in 1980 and headquartered in Deggenhausen near Lake Constance (Bodensee). The company develops and produces a portfolio of more than 35 SKUs spanning concentrated laundry detergents (powder and liquid), dishwashing liquids and machine detergents, all-purpose and specialty cleaners (bathroom, glass, floor, limescale), hand soaps, traditional core soap, hand and surface disinfectants, body care oils and lotions, and accessories — with a documented emphasis on complete biodegradability, water respect, and certified ecological formulations. Its technology stack includes the proprietary 'Oloid' quality framework, a rhythmic mistletoe extract process (rhythmisierter Mistelextrakt) used in the premium Mistelform body care line, a modular 'Baukastensystem' for customized laundry regimens, and a closed-loop Kanister-Kreislauf canister circulation system with 250+ participating refill stores.

The business model is direct product sales with volume-tiered pricing (e.g., liquid lavender detergent from €0.98/120ml to €70.98/20L, with per-liter cost dropping 57% at scale). Revenue is generated through four channels: a consumer DTC online shop, a registered B2B portal for commercial/trade customers, a network of specialist eco-retailers (Fachhandel), and unpackaged refill stations. Sonett serves five primary customer segments — end consumers, commercial/trade customers, sensitive-skin/allergy sufferers, families with children, and refill/unpackaged stores — across DACH markets with multilingual support (DE/EN/FR) and a dedicated Austrian shop. The company holds four active ecological certifications (NCP through 2027, NCS through 2027, CSE/ISO 14001 through 2027, Vegan Society through 2026) and has won the German Sustainability Award in both 2022 and 2024, positioning it as a category pioneer in certified-sustainable cleaning.

Name

Sonett

Legal name

Sonett GmbH

Website

https://sonett.eu

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Sonett GmbH is a privately-held German manufacturer founded in 1980 that produces certified-ecological washing, cleaning, disinfecting, and body care products for DACH end consumers, commercial/trade customers, specialist retailers, and a 250+ store refill network from its Deggenhausen headquarters.

Ownership category

akta.pro rank

Product category

Ecological household and commercial cleaning products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

akta.pro secondary industries

Hand Sanitizers & Cleansing Sprays (CRABAEAJ), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH)

Keywords

• Ecological cleaning products
• Laundry detergent manufacturer
• Dishwashing liquids
• Natural body care
• Commercial cleaning supplies

Headquarters

HQ city

Deggenhausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Direct sales of ecological cleaning, washing, and body care products to end consumers through the online shop. Products available in various sizes from travel (120ml) to bulk commercial (20L). Revenue generated from one-time purchases with volume discounts for larger quantities.
2. Commercial/Trade Sales: B2B sales of commercial-grade cleaning and washing products to businesses, commercial operations, and specialist retailers. Trade customers must register and log in to access commercial pricing and ordering.
3. Refill Station Sales: Sales of bulk products (10L and 20L canisters) to refill stations and unpackaged stores. Includes support services for canister circulation system with over 250 participating stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sonett GmbH develops, manufactures, and sells ecological washing, cleaning, disinfecting, and body care products in Germany and Austria. Its portfolio spans concentrated powder and liquid laundry detergents, manual and machine dishwashing products, surface and specialty cleaners, hand and surface disinfectants, hand soaps, body care (including the premium Mistelform line with rhythmic mistletoe extract), a fragrance-free Sensitiv line for sensitive skin, a Kinderprodukte line, and a Gewerbe (commercial) product line available in sizes up to 20L canisters.

Product overview

Sonett is a German ecological cleaning products company offering a comprehensive portfolio of washing, cleaning, and body care products. The core offering includes concentrated powder and liquid laundry detergents (Waschmittel Pulver Konzentrat, Waschmittel flüssig Lavendel, Waschmittel Color), dishwashing liquids (Geschirrspülmittel Lemon, Calendula), and all-purpose cleaners (Allesreiniger, Orangen Kraftreiniger). The portfolio includes specialized sub-lines: the Sensitiv Series for sensitive skin (fragrance-free), Kinderprodukte for children (Bio Bubbles, Calendula foam soap), Gewerbe for commercial users (Bodenreiniger, Waschmittel Pulver Gewerbe), and Mistelform for premium body care with rhythmic mistletoe extracts. Supporting products include fabric softeners (Wäschespüler), stain removers (Bleichkomplex, Fleckenspray), and specialized care products (Wollkur, Enthärter). Accessories include pouring spouts, filling pumps, wall dispensers, and eco-friendly sponges. The company emphasizes ecological responsibility with reusable packaging options and refill systems.

Differentiator

Problem solved

Functional benefit

Brands

• Mistelform: A sub-brand under Sonett featuring body care products including massage oils, body lotions, facial oils, and children's care oils with mistletoe extracts
• Sensitiv Serie
• Kinderprodukte

Products and services

• Waschmittel Pulver Konzentrat Concentrated powder laundry detergent for washing at 40–95°C, available in 1.2kg, 2.4kg, and 10kg sizes, for households seeking an ecological detergent.
• Waschmittel flüssig Lavendel Liquid laundry detergent with lavender scent, offered in sizes from 120ml to 20L for end consumers and trade customers.
• Waschmittel Color Color laundry detergent designed to clean colored fabrics while preserving color vibrancy.
• Olivenwaschmittel für Wolle und Seide Olive-based liquid detergent formulated for delicate fabrics such as wool and silk.
• Wäschespüler Fabric softener for gentle fabric care, available in 1L and 10L sizes.
• Enthärter Water softener additive for laundry, available in 500g, 1kg, and 5kg sizes to boost detergent performance.
• Bleichkomplex und Fleckentferner Oxygen bleach complex and stain remover for treating tough laundry stains.
• Geschirrspülmittel Lemon Manual dishwashing liquid with lemon scent for everyday household dishwashing.
• Geschirrspülmittel Calendula Manual dishwashing liquid with calendula, formulated to be gentle on hands.
• Maschinenspülmittel Powder detergent for automatic dishwashers, available in 1.5kg, 3kg, and 10kg sizes.
• Tabs für Geschirrspülmaschinen Single-dose dishwasher tabs for convenient automatic dishwashing.
• Allesreiniger All-purpose cleaner for various surfaces around the home.
• Orangen Kraftreiniger Orange-based power cleaner formulated for heavy-duty household cleaning tasks.
• Badreiniger Bathroom cleaner for tiles, fixtures, and sanitary surfaces.
• WC-Reiniger Zeder-Citronella Toilet cleaner with cedar-citronella scent for toilet bowls and surfaces.
• Glasreiniger Glass cleaner for windows, mirrors, and other glass surfaces.
• Schmierseife Traditional liquid soap for general household cleaning use.
• Boden-Wischpflege Floor cleaning and care product for routine mopping of floors.
• Händedesinfektion Hand disinfectant for hygienic hand cleaning, available in consumer and 5L commercial formats.
• Flächendesinfektion Surface disinfectant for cleaning and sanitizing hard surfaces (biocidal product).
• Handseife Hand soaps available in multiple scents: citrus, lavender, rosemary, calendula, rose, and seven herbs.
• Mistelform Produkte Premium body care line featuring two-phase facial oils, massage oils, body lotions, and children's care oils formulated with rhythmic mistletoe extract (rhythmisierter Mistelextrakt).
• Sensitiv Serie Fragrance-free product line for sensitive skin and allergy sufferers, including laundry detergent, hand soap, dish soap, and all-purpose cleaner.
• Kinderprodukte Children's product line including bio soap bubbles and calendula foam soap, designed for gentle use on children's skin.
• Gewerbe Produkte Commercial-grade product line for professional cleaning, including floor cleaner for scrubbing machines, commercial laundry powder, and laundry booster.
• Zubehör (Accessories) Accessories for convenient use of Sonett products, including pouring spouts, filling pumps, wall dispensers, measuring spoons, dosing balls, measuring cups, pump dispensers, foam dispensers, spray heads, and canister keys.
• Starterpakete & Gutscheine Starter packages for new end-consumer customers and gift vouchers available in €25, €50, and €100 denominations for end consumers only.

Quantifiable outcome

• 50-54% CO₂e savings with canister circulation system
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• viacerominorStrategic or Co-development Partner · 1 January 2021viacero conducted a comparative lifecycle analysis (Ökobilanz) of Sonett's canister circulation system versus Bag-in-Box systems in 2021. The study demonstrated 50-54% CO₂e savings for the canister circulation system and provided third-party validation of Sonett's environmental claims.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bio-D: UK-based ecological cleaning and laundry products manufacturer. Comparable product range (laundry detergents, dishwashing, all-purpose cleaners) with similar biodegradable and refill-friendly positioning.
• Seventh Generation: US-based ecological household cleaning brand. Closely comparable product portfolio (laundry, dish, cleaners) and sustainability positioning, though serving a different primary geographic market.
• Frosch (Werner & Mertz): German ecological household cleaning brand owned by Werner & Mertz. Offers comparable product categories (laundry, dish, all-purpose cleaners) with similar sustainability positioning and DACH-centric distribution.
• Method Products: North American ecological cleaning brand now operating under the Ecover/SC Johnson umbrella. Directly competes with Sonett across dish, laundry, and surface cleaners with strong design-led and sustainability-led branding.
• AlmaWin: German ecological household and body care brand. Directly overlaps Sonett in laundry detergents, dishwashing, and cleaners with comparable natural ingredient positioning and DACH distribution.
• Sodasan: German manufacturer of ecological washing and cleaning products. Closely comparable mid-sized German competitor with overlapping laundry, dish, and cleaning product lines and natural/organic certification positioning.
• Ecover: Belgian-origin pioneer in ecological cleaning products, now part of SC Johnson. Directly competes with Sonett across laundry, dish, and body care categories with comparable biodegradable and refill-based positioning.
• Klar EcoSensitive: German ecological cleaning and laundry brand. Competes directly with Sonett's Sensitiv line and broader laundry portfolio, with similar focus on certified natural ingredients and sensitive-skin suitability.

Broad incumbents

• Werner & Mertz: Parent of the Frosch brand and a major German cleaning products manufacturer. A broader incumbent competitor with portfolio depth beyond Frosch, including professional and industrial cleaning offerings that overlap Sonett's Gewerbe line.
• Henkel: Large German CPG company with major laundry and home care brands (Persil, Spee, Vernel) that increasingly compete in ecological segments. Represents a scaled incumbent threat rather than a niche peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/sonettonline
• Facebookfacebook.com/sonett.gmbh
• LinkedInlinkedin.com/company/sonett-gmbh

Compliance4 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 Sonett