What Wipeout does

Wipeout Ltd is an Irish private limited company, founded in 1992 by Tony and Richard Field and headquartered at Cookstown Industrial Estate, Dublin 24. The company operates as a B2B and direct-to-consumer distributor of cleaning, hygiene, and facility-care products, offering more than 1,400 SKUs across 19 categories — including cleaning chemicals, floor care equipment (e.g., the Floorwash M30 machine), washroom systems (the proprietary SBF System), microfiber products, hand care, pressure sprayers, pest and weed control, and personalized workwear. Its core technology is a proprietary e-commerce platform with B2B trade account functionality (real-time stock, quick order, account history, 30-day corporate credit) and the SBF washroom dispensing hardware, marketed at up to 40% cost savings.

Wipeout makes money primarily through one-time product sales via its own e-commerce storefront and through recurring B2B trade/corporate accounts on net-30 terms, supplemented by revenue from Irish state-body tenders. Distribution is single-country/domestic-focused on Ireland (with GBP pricing enabled, hinting at UK cross-border activity), and the company serves five distinct customer verticals: state bodies/government (primary), healthcare and hospitals, food service/catering, professional cleaners/facilities management, and residential consumers. Pricing is unit-based, pay-as-you-go, with free delivery on orders over €75 and next-day delivery in Dublin.

The company is bootstrapped, founder-controlled, and privately held with no disclosed institutional investors, funding rounds, or M&A activity. Competitive advantages rest on the proprietary SBF washroom system, 30+ years of brand equity in the Irish market, German-manufactured floor polish/sealer lines, color-coded HACCP-compliant chemicals, and an in-house content/training program on chemical use. Operations appear stable and maintenance-mode rather than expansionary, with limited evidence of recent hiring, geographic expansion, or technology investment beyond the existing e-commerce and content assets.

Name

Wipeout

Legal name

Wipeout Ltd

Website

https://wipeout.ie

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Wipeout Ltd is a Dublin-based, family-founded (1992) Irish distributor of cleaning chemicals, floor care equipment, washroom systems, and hygiene consumables, selling primarily through its own e-commerce site and B2B trade accounts to government, healthcare, food-service, facilities-management, and residential customers across Ireland.

Ownership category

akta.pro rank

Product category

Cleaning Supplies & Hygiene Distribution

NAICS

Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Paper Wipes (Dry & Pre-moistened) (CRAJAFAF)

akta.pro secondary industries

Wipes (Baby, Flushable, Household, Personal) (CRADALAH), Disinfectant Wipes (Pre-moistened) (CRAJANAC)

Keywords

• Cleaning supplies
• Floor care products
• Washroom systems
• Hygiene chemicals
• Workwear supplies

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct online sales of cleaning supplies, equipment, and hygiene products to businesses and consumers through their website. Products include cleaning chemicals, cleaning equipment, microfiber products, floor care products, washroom supplies, waste management products, and workwear.
2. Trade/Corporate Accounts: Offering credit accounts for larger corporate customers with 30 day payment terms. Provides instant online accounts with benefits including real-time stock, quick ordering, and account management.
3. State/Government Tenders: Winning tenders with state bodies for cleaning and hygiene supplies, providing products and services to government and public sector organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Wipeout Ltd supplies cleaning chemicals, floor care products, washroom dispensing systems, cleaning equipment, microfiber products, and personalized workwear to Irish businesses and consumers. The company operates an e-commerce platform with over 1,700 products across 19 categories, manufactures the proprietary SBF washroom system, and offers trade/corporate accounts plus government tender fulfillment with next-day delivery in Dublin.

Product overview

Wipeout is a B2B cleaning and hygiene supplies distributor operating as a comprehensive product catalog across 19 major categories with over 1,700 products. The portfolio is organized around core cleaning chemical systems (including concentrated formulas like Alkoclean, Klenzite, and Lorinet that offer up to 90% cost savings versus retail alternatives), floor care equipment and accessories (mops, squeegees, brushes, and the Floorwash M30 floor cleaning machine), washroom systems (the SBF System offering toilet roll and paper towel dispensers with up to 40% cost savings), healthcare and hygiene products, window cleaning equipment, and workplace safety gear. The company positions itself as a full-solution provider offering not just products but also free training and certification in chemical usage for professional cleaning operators.

Differentiator

Problem solved

Functional benefit

Brands

• SBF: SBF Ireland's First Washroom System - toilet roll and paper towel dispensing systems offering up to 40% savings due to sophisticated dispensing system.

Products and services

• SBF Washroom System Proprietary toilet roll and paper towel dispensing system manufactured by Wipeout, designed for washrooms of all types and delivering up to 40% financial savings versus conventional dispensers.
• Floorwash M30 Floor Cleaning Machine Walk-behind floor cleaning machine for commercial use, capable of cleaning pottery, stoneware, terracotta, rubber, marble, linoleum, concrete, and carpets in a single pass.
• German Floor Polish & Sealer Range Range of German-manufactured floor polishes and sealers for wood, marble, parquet, linoleum, and concrete floors, offered in anti-static, non-slip, quick-drying, metallised, and self-glossing variants.
• Alkoclean Universal Cleaner Alcohol-based low-foaming neutral detergent for hard surfaces with streak-free finish and approximately 200:1 dilution rate, targeted at commercial cleaning operations.
• Klenzite Degreaser/Sanitiser Highly alkaline biocidal degreaser and sanitiser for use in the food industry on concrete, terrazzo, tiles, stainless steel and other hard surfaces, colour-coded for hygiene legislation compliance.
• Steri-San Hand Sanitizer 5L Alcohol-based hand sanitizer in 5-litre containers designed for healthcare and professional environments, providing biocidal efficacy against bacteria and viruses.
• Knapsack Pressure Sprayer 12L Professional 12-litre backpack pressure sprayer with adjustable straps, dual-action pump, and chemical-resistant seals for garden, horticultural, and outdoor cleaning applications.
• Cart Pressure Sprayer 12-20L Cart-mounted pressure sprayer (12-20L) with wide wheels for rough terrain, height-adjustable handles, and built-in lance holder for large-scale garden, horticultural, and outdoor cleaning.
• Weed Off Irish Natural Weed & Moss Killer 5L Organic 5-litre weed and moss killer formulated for outdoor garden and patio cleaning applications.
• Trade/Corporate Account Program Online trade and corporate account program for B2B customers offering real-time stock visibility, quick ordering, account history, invoicing, statements, and 30-day credit terms for larger customers.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jangro: UK and Ireland-based janitorial and cleaning supplies distributor operating a network of independent distributors with a broad catalog of chemicals, paper, and equipment. Highly comparable to Wipeout in product range, B2B trade account model, and geographic focus on the British Isles.
• Evans Vanodine: UK-based manufacturer of professional cleaning and hygiene chemicals with a focused range of disinfectants, degreasers, and sanitary cleaners. Comparable to Wipeout's chemical manufacturing arm (Alkoclean, Klenzite, Lorinet), serving janitorial, food service, and facilities management customers.
• Robert Scott & Sons: UK-based manufacturer and distributor of cleaning equipment including mops, microfiber systems, and floor cleaning machines. Comparable to Wipeout's microfiber, mop, and Floorwash equipment lines, serving similar cleaning contractor and facilities management customers.
• Arrow Solutions: UK manufacturer of industrial and commercial cleaning chemicals, lubricants, and maintenance products. Comparable to Wipeout's Klenzite and Lorinet chemistry range, with overlap in janitorial, food industry, and facilities management verticals.

Broad incumbents

• ECOLAB: Global leader in water, hygiene, and infection prevention solutions serving foodservice, healthcare, hospitality, and industrial customers. Comparable to Wipeout's chemicals and HACCP-compliant product lines but at much larger scale with direct service and proprietary chemistry.
• Bunzl plc: Global distribution and outsourcing group supplying cleaning, hygiene, and workplace products to businesses across multiple sectors. Competes with Wipeout in the Irish and UK cleaning supply market but at vastly greater scale and with a broader product portfolio spanning foodservice, retail, and safety.
• Reckitt Benckiser Professional: Professional division of Reckitt offering commercial cleaning, hygiene, and disinfection brands including Lysol, Dettol, and Finish. Overlaps with Wipeout's disinfectant, sanitizer, and dishwashing product lines, serving similar institutional and facilities management buyers.
• Kimberly-Clark Professional: Global B2B division of Kimberly-Clark supplying washroom, cleaning, and hygiene solutions including paper towel and toilet tissue dispensing systems. Direct competitor to Wipeout's SBF washroom system and paper product range, but operates at much larger scale with established global brands.
• Diversey Holdings: Provider of hygiene, cleaning, and infection prevention products and solutions for foodservice, hospitality, healthcare, and retail. Direct overlap with Wipeout in cleaning chemicals and dispensing systems, though Diversey operates globally with integrated service and digital monitoring capabilities.

Emerging players

• GOJO Industries: Inventor of PURELL and global manufacturer of hand hygiene and skin care systems. Comparable to Wipeout's Steri-San hand sanitizer and three-stage hand care system, with overlap in healthcare and professional hand hygiene dispensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wipeoutireland
• Facebookfacebook.com/wipeout.ltd
• LinkedInlinkedin.com/company/wipeout-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Wipeout