What Hagerty does

Hagerty is a Swiss-based specialty cleaning products company that develops and sells proprietary cleaning formulations for precious metals (gold, silver, platinum, copper, brass, bronze), jewellery set with various gemstones (diamonds, sapphires, rubies, emeralds, pearls), watches and accessories, silverware and kitchen surfaces, decorative items, leather, wood, textiles, floors, and outdoor surfaces. The company was founded in 1895 by William J. Hagerty in South Bend, USA, who created the first Silver Polish with tarnish preventive; it is now headquartered in Neuchâtel, Switzerland, with products primarily manufactured in Europe under REACH compliance. The portfolio comprises approximately 50 SKUs organized into five categories (Jewellery/Watches/Accessories, Decorative Items, Silverware/Kitchen, Textiles/Floors, Outdoor Cleaners) delivered in multiple formats including immersion baths with baskets, 100% cotton impregnated cloths, sprays, foams, pastes, precision gel pencils, and protective storage covers. Sub-brands include Silver Guard (anti-tarnish storage) and Hagerty Blue H (professional-grade carpet extraction equipment paired with 5* Shampoo Concentrate).

The business operates a direct-to-consumer e-commerce model exclusively through hagerty.world, supported by 16 country-specific localized storefronts (Switzerland, Germany, France, Italy, Spain, England, Netherlands, Denmark, Finland, Norway, Sweden, Portugal, Russia, other EU, Canada, and an international default) and multi-language SEO across 12+ languages, reaching customers in 70+ countries. Products are priced on a per-unit basis ranging from €11.99 to €71.99 with no subscription or recurring revenue model; the average price point sits in the €15-25 range. The go-to-market relies on content marketing (blog with seasonal cleaning advice), an interactive product selection guide, social media presence (Facebook, YouTube, Pinterest, Instagram), and The Hagerty Club loyalty program. Manufacturing and primary production are based in Europe, and the company is privately held with no disclosed parent company, investors, or external funding, indicating a founder- or family-controlled operating posture with a small employee base of 11-50.

The customer base consists entirely of individual consumers across four personas: jewellery owners (primary), silverware and tableware enthusiasts (primary), home textile care users, and home decor maintainers. There are no enterprise, B2B, wholesale, or third-party retail distribution channels disclosed. Distribution is exclusively through the proprietary e-commerce platform, creating full channel concentration but broad geographic and segment diversification within the consumer base.

Name

Hagerty

Legal name

Hagerty

Website

https://hagerty.world

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

11–50 employees

Short description

Hagerty is a Swiss-based specialty cleaning products company, founded 1895, that sells proprietary cleaning formulations for jewellery, silverware, decorative items, textiles, and outdoor surfaces through a 16-storefront direct-to-consumer e-commerce platform serving 70+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuchâtel

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cleaning Products Sales: One-time product sales of cleaning solutions for jewellery, watches, silverware, decorative items, and household surfaces. Revenue generated through direct e-commerce sales to consumers across 70+ countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hagerty manufactures and sells proprietary, material-specific cleaning and protection products for jewellery, watches, silverware, decorative items, household surfaces, textiles, floors, and outdoor furniture. The portfolio is sold direct-to-consumer through country-specific e-commerce storefronts in over 70 countries, with REACH-compliant European manufacturing and 130+ years of brand heritage since 1895.

Product overview

Hagerty is a cleaning products company offering a comprehensive portfolio of specialized cleaners for jewellery, watches, accessories, decorative items, silverware, kitchen surfaces, textiles, floors, and outdoor areas. The product portfolio is organized into five main categories: (1) Jewellery, Watches & Accessories Cleaners including Jewel Clean, Precious Stones Pencil, Gold Clean, Silver Clean, Fashion Jewelry Clean, Metal Bracelet Cleaner, and Stainless Steel Cloth; (2) Decorative Items Cleaners including Silver Gloves, Silver Spray, Silver Polish, Silver Duster, White Metal Polish, Copper/Brass/Bronze Polish, Wood Care, Leather Care, Crystal Clean, High Tech Plastic Care, and Multimedia Spray; (3) Silverware & Kitchen Cleaners including Silver Bath, Silver Care paste, Silver & Multimetal Foam, Cooktop Care, White Metal Polish, and Silver Guard protection products (Cutlery Rolls and Holloware Bags); (4) Textiles, Floors & Other Surfaces Cleaners including 5* Shampoo Concentrate, Foam Shampoo, Dry Shampoo, S.O.S Spot Remover, Marble Care Shampoo, Wood Care Shampoo, Natural Stone Care Shampoo, and Microfibre Gloves; (5) Outdoor Cleaners including Barbecue & Grill Cleaner, Outdoor Plastic Cleaner, Outdoor Metal Cleaner, Outdoor Hard Floor Cleaner, and Outdoor Teak & Wood Cleaner. Hagerty was founded in 1895 and is based in Switzerland with presence in over 70 countries.

Differentiator

Problem solved

Functional benefit

Brands

• The Hagerty Club: Customer loyalty club program operated by Hagerty for its customers.
• Silver Guard
• Hagerty Blue H

Products and services

• Jewel Clean Immersion cleaner for diamond jewellery and precious gems such as sapphires and rubies, sold to individual consumers.
• Jewel Cloth 100% cotton cloth impregnated with Hagerty's proprietary formula for quick polishing of gold and platinum jewellery set with diamonds, sapphires and rubies.
• Precious Stones Pencil Gel with brush applicator that enables cleaning of hard-to-reach corners and crevices in precious-stone settings, including under diamond claws.
• Gold Clean Immersion cleaning bath for gold rings, necklaces, bracelets and earrings.
• Silver Clean Immersion cleaning bath for silver and silver-plated jewellery.
• Fine Stones Clean Jewellery cleaner formulated specifically for delicate pearls, emeralds and opals.
• Fashion Jewelry Clean Cleaner for costume jewellery made with crystal, glass or zirconium.
• Metal Bracelet Cleaner Cleaner specifically formulated for steel watch straps and metal bracelets.
• Silver Bath Immersion bath with basket for deep cleaning of silver cutlery, removing tarnish and restoring shine.
• Silver Care Cleaning paste with sponge for removing oxidation from silver and silver-plated metal items, dishes and trays.
• Silver & Multimetal Foam Foaming cleaner for silver, silver-plated metal, pewter and steel that protects against oxidation for several weeks.
• Cooktop Care Lotion for cleaning and maintaining glass-ceramic and induction hobs, removing grease and preventing re-adherence of impurities.
• Silver Gloves Impregnated polishing gloves that allow users to hold and clean silver items directly in their hands while keeping them dry.
• Silver Spray Spray cleaner for silver and silver-plated items, designed for engraved or chased pieces.
• Silver Duster Polishing cloth for daily maintenance of silver and silver-plated items that quickly restores shine.
• White Metal Polish Polish for steel, stainless steel and chromium that removes fingerprints, grease and limescale from household appliances.
• Copper, Brass & Bronze Polish Cleaning lotion for copper, brass and bronze items that protects against oxidation for several weeks.
• Leather Care Cleaning and nourishing cream for leather items including jackets, bags, car seats and sofas.
• Wood Care Wood nourishing and cleaning cream for natural wood furniture and accessories.
• Crystal Clean Spray cleaner for crystal, glass and metal chandeliers and decorative objects, usable on hanging fixtures; not available for online purchase.
• 5* Shampoo Concentrate Concentrated shampoo for deep carpet cleaning with the Hagerty Blue H injection-extraction machine, removing encrusted dirt and dust mites.
• Foam Shampoo Cleaning foam for washable furnishing fabrics including carpets, rugs, armchairs and car seats.
• Dry Shampoo Dry cleaning powder for delicate, non-washable fabrics such as oriental rugs, silk, wool and mattresses.
• S.O.S Spot Remover Textile stain remover spray usable as a quick spot treatment or pre-treatment before injection-extraction cleaning.
• Silver Guard Cutlery Rolls Protective cotton cutlery rolls impregnated with Hagerty's exclusive anti-tarnish formula, sized for forks, knives, spoons and serving utensils.
• Silver Guards Holloware Bags Velvet storage pouches that protect silver and silver-plated items against oxidation from hydrogen sulfide, available in multiple sizes.
• Barbecue & Grill Cleaner Outdoor cleaner for barbecues and grills that quickly removes cooking deposits and dirt.
• Outdoor Metal Cleaner Cleaner for outdoor metal furniture and metal patio accessories.
• Outdoor Teak & Wood Cleaner Dilutable cleaner designed for teak and wood outdoor surfaces.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves5 records

Direct peers

• Connoisseurs: Global jewellery cleaning brand (Dips, sprays, wipes, polishing cloths) sold through jewellers and mass retail. Direct competitor for Hagerty's Jewel Clean, Precious Stones Pencil, and Fashion Jewelry Clean SKUs.
• Town Talk Polish: UK-based specialist in silver, gold, and precious-metal polishing products with a comparable product portfolio (cloths, dips, sprays) and similar heritage positioning. Direct head-to-head competitor in the UK and European markets Hagerty serves.
• Weiman: US specialty cleaning brand spanning cooktop, stainless steel, leather, wood, and jewellery cleaners. Direct overlap with Hagerty's White Metal Polish, Cooktop Care, Leather Care, and Wood Care categories through mass retail and DTC.
• Cape Cod: Maker of the iconic Cape Cod Metal Polishing Cloths, a directly comparable impregnated-cloth product for silver, gold, and other metals. Competes with Hagerty's Silver Duster, Gold Cloth, and Copper/Brass/Bronze Cloth range.
• Goddard's: Long-established British silver care brand offering polishes, cloths, and dips for silverware and jewellery. Competes with Hagerty's core silver-care line on the same retail shelves and DTC channels in Europe.
• Wright's: Heritage American silver cream brand under Jelmar, sold in US grocery and hardware channels. Competes directly with Hagerty's Silver Care paste and Silver Polish SKUs, particularly if Hagerty re-enters the US market.

Broad incumbents

• Silvo: Mass-market silver polish brand owned by Reckitt, sold globally through supermarkets. Represents the commodity, price-competitive alternative to Hagerty's premium Silver Care line.
• HG (Hageman): Dutch specialty cleaning brand with a broad portfolio of surface and material cleaners distributed across Europe. Adjacent competitor in cooktop, stone, and textile cleaning categories where Hagerty also plays.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat1 record

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbZSzuHUJL9G1QaHxz5ti_g
• Facebookfacebook.com/hagerty.Deutschland
• Instagraminstagram.com/hagertyworld
• Pinterestpinterest.ch/hagerty1895
• LinkedInlinkedin.com/company/people

Compliance1 record

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 Hagerty