What Sano does

Sano-Bruno's Enterprises Ltd. (סנו מפעלי ברונוס בע"מ), operating as Sano, is an Israeli manufacturer of household cleaning, laundry, hygiene, kitchen, and personal-care consumer products. Founded in 1974 by Bruno Landsberg in Tel Aviv as a three-person workshop producing naphthalene moth balls and a toilet cleaner, the company has grown into a multi-factory operator with five manufacturing facilities across Israel producing more than 500 SKUs across categories including laundry detergents, fabric softeners, surface cleaners, bleach-based disinfection products (the Sano Javel line), air fresheners, insecticides, mosquito repellents, kitchen accessories, and paper products.

The company's product portfolio is organized around distinct brands and lines: Sano Javel (gel, foam, and powder bleach cleaners), Sano Maxima (fabric softeners and laundry gels), the Green Power eco-certified ecological line, Sano Dai! mosquito repellents, Fresh Home air fresheners, Sano Sushi (kitchen accessories including reusable zipper bags), and Sano Baby (hypoallergenic infant laundry care). Underlying technology consists of formulated cleaning chemistry with proprietary differentiation across surface cleaners, fabric softeners, and ecological formulations certified by the Israeli Standards Institute.

Sano's go-to-market is primarily direct-to-consumer mass retail within Israel, supplemented by its own e-commerce platform (shop.sano.co.il), content marketing through cleaning and laundry guides, and social media presence on Facebook, Instagram, and YouTube. The company also operates Sano Professional (sanopro.co.il), a separate institutional/B2B channel serving commercial cleaning customers, and wholly owns Kosmopharm (Cosmo Pharm), a manufacturer of filling and packaging machines for the cosmetics industry. Revenue figures are not publicly disclosed; the company is headquartered in Hod Hasharon, Israel.

Name

Sano

Legal name

Sano-Bruno's Enterprises Ltd. (סנו מפעלי ברונוס בע"מ)

Website

https://sano.co.il

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sano is an Israeli household consumer goods manufacturer producing 500+ cleaning, laundry, hygiene, and home-care products from five factories, serving Israeli consumer households via retail and e-commerce, with a separate B2B division, Sano Professional.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

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

akta.pro primary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Green/Eco-Certified Cleaning Products Distribution (CRAOAGAN), Paper, Tissue, Wipers & Dispensers Distribution (CRAOAGAC)

Keywords

• Household cleaning products
• Laundry care products
• Fabric softeners
• Insect repellents
• Air fresheners

Headquarters

HQ city

Hod Hasharon

HQ country

Israel

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cleaning Products: Sale of cleaning, laundry, home care, kitchen, and personal care products to retail consumers in Israel through physical and online retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Sano manufactures and sells a portfolio of more than 500 household consumer products in Israel, including bleach-based cleaners (Sano Javel), laundry detergents and fabric softeners (Sano Maxima), disinfection products, an ecological Green Power line, insect repellents (Sano Dai!), air fresheners (Fresh Home), kitchen accessories (Sano Sushi), baby care products, and paper goods. Products are produced in five Israeli factories and sold through retail distribution, the company's own e-commerce site (shop.sano.co.il), and a separate Sano Professional division for institutional buyers.

Product overview

Sano (Sano-Bruno's Enterprises Ltd) is an Israeli household cleaning products manufacturer producing over 500 products across 5 factories. The product portfolio is organized into distinct categories: (1) Sano Javel cleaning products (Super Gel, Cleaning Foam, Cleaning Powder) for household cleaning and disinfection; (2) Sano Maxima laundry products (fabric softeners, laundry gels with/without softener) for fabric care; (3) 99.9% disinfection line for surface sanitization; (4) Green Power ecological/ecofriendly cleaning products meeting Israeli green standards; (5) Sano Dai! mosquito repellents and insect control; (6) Fresh Home air fresheners including electric diffusers; (7) Sano Sushi kitchen accessories including zipper bags and cooking tools; (8) Baby care products; (9) Paper products; and (10) Sano Professional for institutional/B2B clients. The company also operates an online shop (shop.sano.co.il) and maintains separate product lines for consumer and professional markets.

Differentiator

Problem solved

Functional benefit

Brands

• Sano Sushi (סנו סושי): Kitchen accessories and food storage solutions brand including ziplock bags, cling wrap, cooking bags, and kitchen tools.
• Sano Baby (סנו בייבי)
• Sano Professional (סנו פרופשיונל)

Products and services

• Sano Javel Super Gel Thick bleach-based gel cleaner with a convenient cap, designed for cleaning ovens, stovetops, sanitary ware, porcelain, and bathtubs. Removes stubborn stains, kills germs, and disinfects without scratching surfaces. Targeted at Israeli household consumers.
• Sano Javel Cleaning Foam Bleach-based foam cleaner for surfaces, sinks, countertops, and ceramics in kitchens and bathrooms. Contains degreasing agents and kills germs, mold, and fungi. Targeted at Israeli household consumers.
• Sano Javel Cleaning Powder Cleaning powder with bleach that cleans, disinfects, and whitens. Contains mineral powder that mechanically breaks down tough stains. Targeted at Israeli household consumers.
• Sano Maxima Pure Love Fabric Softener Concentrated (4x, up to 40 washes) fabric softener with long-lasting fragrance that softens and protects clothes while killing bacteria. Targeted at Israeli household consumers.
• Sano Baby Oat Fabric Softener Hypoallergenic, dermatologically tested fabric softener with oat extract, designed for infants and sensitive skin. Targeted at parents of infants and sensitive-skin consumers in Israel.
• Sano Maxima Laundry Gel with Softener Combined laundry detergent gel and fabric softener providing deep cleaning, conditioning, and long-lasting fragrance. Suitable for sportswear. Targeted at Israeli household consumers.
• 99.9% Disinfection and Cleaning Line Surface disinfectant sprays, cleaning and disinfecting solutions, and floor cleaning wipes that kill 99.9% of germs. Targeted at Israeli consumers seeking thorough disinfection.
• Green Power Ecological Cleaning Line Eco-friendly cleaning line including window cleaner with vinegar, general purpose cleaner, floor cleaner, toilet cleaner, laundry gel, and dish soap. Formulated with biodegradable ingredients and recyclable packaging, certified by the Israeli Standards Institute and Ministry of Environmental Protection. Targeted at environmentally conscious Israeli consumers.
• Sano Dai! Mosquito Repellents Mosquito repellent range including roll-on, lotion, spray, and cream formats for adults, children, and babies, including natural eucalypt extract options. Targeted at Israeli households seeking personal insect protection.
• Fresh Home Air Fresheners Home air freshener range including MIST electric diffuser, Fresh Home scent products, automatic air fresheners, and Sano Mood luxury air freshener. Targeted at Israeli households seeking home fragrance solutions.
• Sano Sushi Zipper Bags Reusable food-safe zipper bags with double-seal closure, available in L and M sizes, suitable for vacuum sealing and cooking applications. Targeted at Israeli consumers seeking kitchen food storage solutions.
• Sano Professional Separate institutional and commercial cleaning solutions brand under Sano, providing professional cleaning products and services tailored to business and institutional customers through sanopro.co.il.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Sano ProfessionalcoreChannel Partner/ Reseller/ DistributorSano Professional (sanopro.co.il) is a separate division of Sano that provides cleaning solutions for institutional customers, offering products and services tailored for professional/business customers.

Scale indicators4 records

Expansion highlights6 records

Direct peers

• Unilever: Global CPG with major cleaning and hygiene brands (Cif, Domestos, Sunlight). Competes head-to-head with Sano in surface cleaners and disinfectants and represents a multinational incumbent pressuring Sano's domestic share.
• Reckitt Benckiser: Owner of Dettol, Lysol, Finish, and Vanish, with deep exposure to disinfection and specialty cleaning. Comparable to Sano because disinfection (Sano Javel, 99.9% line) is a core shared category and Reckitt's healthcare adjacency mirrors Sano Professional's institutional positioning.
• Church & Dwight: U.S. CPG with cleaning and laundry brands (Xtra, Arm & Hammer). Comparable as a focused, branded household-cleaning competitor with similar multi-category go-to-market through mass retail.
• The Clorox Company: Iconic cleaning and disinfecting brand owner (Clorox bleach, disinfecting wipes). Highly relevant comparable given Sano's flagship Javel bleach line and 99.9% disinfection portfolio — both anchor their identity in bleach/disinfection efficacy.
• Ecolab: Global leader in institutional and commercial cleaning and sanitation, serving hospitality, healthcare, and food service. Direct comparable to Sano Professional (sanopro.co.il), which addresses the same institutional customer base in Israel.
• Procter & Gamble: World's largest household cleaning and laundry company with brands such as Ariel, Tide, Mr. Clean, and Fairy. Directly competes with Sano in laundry detergents, dishwashing, and surface cleaning, and sets the global benchmark Sano must meet on formulation, brand, and shelf presence.
• Henkel AG: Major German CPG with strong laundry, dish, and home-care franchises (Persil, Pril, Bref, Sidolin) sold across Europe and globally. Competes with Sano's Maxima laundry and Javel cleaning lines in cross-border retail channels and is a direct comparable on product breadth.
• S.C. Johnson & Son: Privately held global household cleaning products manufacturer with a broad, multi-category portfolio (surface cleaners, disinfectants, laundry, insect control). Like Sano, it is family-led, broad-based in cleaning, and competes in similar mass-market channels. Highly comparable as a multi-category household cleaning peer.

Regional players

• Strauss Group: Publicly traded Israeli consumer goods company (food, beverage, water, dairy). Relevant as a regional Israeli CPG comparable for benchmarking public-market valuation, marketing reach, and local distribution scale, even though it does not directly compete in household cleaning.
• Kao Corporation: Japanese CPG with strong laundry, dishwashing, and home-care brands (Attack, Magiclean). Comparable in product architecture and category breadth, though it primarily serves Asian markets rather than overlapping directly with Sano in Israel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sano_co_il
• YouTubeyoutube.com/channel/UCqnyyvT6ZzU-un7mrjnNZkA
• Facebookfacebook.com/sano.co.il
• Instagraminstagram.com/sano.il
• LinkedInlinkedin.com/company/sano-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sano