What Awiwa does

Awiwa is a German manufacturer of microbiological cleaning products, founded in 2006 by Achim Winkel as awiwa e.K. and reorganized in 2022 under the parent company Lucaro GmbH following a generational handover to Lukas Winkel. The company's core technology uses beneficial microorganisms, enzymes, active oxygen and silver ions as alternatives to conventional chemical cleaners; all products are fully biodegradable and manufactured in-house at two production facilities in Burbach and Neunkirchen, Germany.

The product portfolio is organized into four consumer-facing verticals: camping and RV hygiene (toilet additives, fresh-water and gray-water tank cleaners, antifreeze, water preservatives), household cleaning (all-purpose, sanitary, drain, glass, dish and power cleaners), garden and outdoor (terrace, awning and waste-bin cleaners), and pet care and accessories. The company sells exclusively through direct-to-consumer e-commerce on awiwa.eu, shipping to over 25 European countries with average order values typically in the €19.95–€69.95 range, free shipping above €50, and a 30-day return policy.

Revenue is generated primarily through one-time product purchases (no subscription model disclosed), supported by a bundled camping set and a range of proprietary accessories (mixing bottles, spray bottles, microfiber cloths, sponges) designed for repeat use with awiwa concentrates. The parent Lucaro GmbH additionally offers private-label and contract manufacturing services for third-party cleaning-product brands, representing a nascent B2B revenue stream on top of the consumer D2C business. The company has received the European Innovation Award 2018, Ecocamping endorsement, Dermatest and Promobil "Sehr Gut" ratings, and operates entirely under family ownership with 11–50 employees.

Name

Awiwa

Legal name

Lucaro GmbH

Website

https://awiwa.eu

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Awiwa is a German family-owned manufacturer of microbiological cleaning products sold direct-to-consumer via awiwa.eu across 25+ European countries, serving camping/RV, household, garden and pet owners with biodegradable alternatives to chemical cleaners.

Ownership category

akta.pro rank

Product category

Biological Household Cleaning Products

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

Natural/Eco All-Purpose Cleaners (CRAJAMAM)

akta.pro secondary industries

All-Purpose Eco Cleaners (CRAJAOAA), Eco Allergy-Safe Cleaning (HEPA, low-VOC, fragrance-free) (HSAEAGAL), Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)

Keywords

• Microbiological cleaning products
• Biological cleaning agents
• RV sanitation cleaners
• Eco-friendly household cleaners
• Probiotic surface cleaners

Headquarters

HQ city

Burbach

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of microbiological cleaning products through awiwa.eu online store. One-time product purchases with various sizes and bundle options. Revenue generated from individual product sales and bundled camping/household sets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Awiwa manufactures and sells microbiological cleaning products under its own brand, using natural bacteria and enzymes to biologically break down organic dirt, biofilm, and odors instead of relying on harsh chemical cleaners. Its assortment covers household, bathroom, garden/terrace, car care, animal care, and a specialized range of RV/camping sanitation products (tank cleaners, toilet additives, antifreeze, gray-water treatments), sold primarily through its direct online shop and shipped across more than 25 European countries.

Product overview

Awiwa is a German manufacturer of microbiological cleaning products founded in 2006, operating under the parent company Lucaro GmbH. The product portfolio spans three main categories: (1) camping and marine hygiene products including wc mobil (toilet additive), oxi (fresh water tank cleaner), frost (antifreeze), silver (water preservative), fresh (gray water additive), flush/flush spray (rinse water additives), and the bundled CAMPING Set; (2) household cleaning products including live (all-purpose cleaner), san (sanitary cleaner), power plus (drain cleaner), glass (glass cleaner), shine (dish balsam), and lipa (power cleaner); and (3) garden and outdoor products including yard (terrace cleaner), biopuro (biotonne cleaner), canvas (awning cleaner), and city clean (odor remover). The portfolio also includes accessories such as mixing bottles, spray bottles, microfiber cloths, sponges, car care products (laser polish, auto wash mitt, car sponge, black microfiber), and pet care products (dog towel). All products are characterized by their use of natural microorganisms or mineral-based active ingredients (active oxygen, silver ions, propylene glycol) as alternatives to aggressive chemicals, and are developed and manufactured in Germany. The parent company Lucaro GmbH also offers private label and contract manufacturing services.

Differentiator

Problem solved

Functional benefit

Products and services

• awiwa oxi Microbiological cleaner for fresh water tanks, designed to biologically condition and deodorize drinking-water systems in RVs and similar applications.
• awiwa wc mobil
• awiwa live
• awiwa frost
• awiwa CAMPING Set
• awiwa flush spray
• awiwa flush
• awiwa silver
• awiwa fresh
• awiwa yard
• awiwa biopuro
• awiwa city clean
• awiwa canvas
• awiwa pearl
• awiwa glass
• awiwa shine
• awiwa lipa
• awiwa san
• awiwa power plus
• Animal care range

Quantifiable outcome

• 1 liter of wc mobil sufficient for up to 20 applications
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Lucaro GmbHcoreOEM/ Whitelabel/ Licensing PartnerLucaro GmbH is the parent company of the awiwa brand. It was founded in 2022 alongside the takeover of awiwa e.K. by Lukas Winkel. Lucaro GmbH handles production and also offers private label manufacturing services (Lohnfertigung) for other companies wanting to produce their own cleaning products, ranging from single services like production, filling, and packaging to full-service packages.
• EcocampingminorOthersEcocamping is a camping industry organization that recommends environmentally friendly products. They have endorsed awiwa wc mobil as an environmentally friendly alternative for camping sanitation.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sonett: German manufacturer of ecological laundry detergents and cleaning products since 1977. Directly comparable as a German-made, certified-organic, biodegradable household cleaner specialist selling through its own channels and specialty retail.
• Sodasan: German eco-cleaning brand producing certified organic detergents and cleaners. Comparable product mix (all-purpose, sanitary, laundry), similar D2C and specialty-retail distribution, and overlapping 'made in Germany' sustainability positioning.
• Almawin: German family-owned manufacturer of ecological cleaning products with similar natural-ingredient positioning. Comparable mid-sized German eco-cleaner focused on household and specialty applications.
• Bio-D: UK-based independent eco-cleaning manufacturer producing biodegradable household cleaners. Comparable as a small-to-mid independent European eco-cleaning specialist with similar values-based brand positioning.
• Klar EcoSensitive: German certified eco-cleaning brand focused on natural, allergy-friendly household and laundry products. Comparable German-made eco-specialist with dermatologically tested positioning and overlapping SKUs.

Broad incumbents

• Werner & Mertz (Tandil/green care Professional): Major German cleaning products manufacturer (parent of Frosch) with both consumer and professional/industrial divisions including green care Professional for institutional cleaning. Comparable in eco-cleaning technology at industrial scale and offers B2B contracts that overlap with Lucaro's private label services.
• Ecover: Pioneer European eco-cleaning brand (Belgium) now owned by SC Johnson, with broad retail and D2C distribution. Comparable in plant-based/biodegradable positioning but operates globally at much larger scale.
• Method Products: US-born (now Ecover/SC Johnson) design-led eco-cleaning brand with strong retail presence across Europe. Comparable in plant-based biodegradable household cleaning positioning but operates at significantly larger scale and broader distribution.
• Frosch: Established German eco-cleaning brand owned by Werner & Mertz with broad retail distribution across Europe. Comparable in eco-cleaning category but operates at significantly larger scale with mass-market positioning.

Emerging players

• everdrop: German D2C challenger offering cleaning tablets and refills as an eco-friendly alternative to conventional cleaners. Comparable in D2C eco-cleaning category in Germany but with a different format (tablets/refills) and venture-backed growth model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@awiwa-eu
• Facebookfacebook.com/awiwa.eu
• Instagraminstagram.com/awiwa.eu
• TikToktiktok.com/@awiwa.eu
• Xx.com/awiwa_burbach

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Awiwa