Virena

What Virena does

Virena is a Danish B2B wholesaler and retailer of professional cleaning equipment, consumables, and machinery, operating under the legal entity Virena ApS from its headquarters in Brøndby. The company sells a broad catalog organized across consumables (paper, bags, dispensers), cleaning chemicals (including Swan Ecolabel and Cradle to Cradle certified lines plus TASKI/Jontec), manual cleaning tools and mops, PPE, window-cleaning equipment, waste-handling systems, and powered cleaning machines (I-mop, floor scrubbers, vacuums, pressure washers). It carries authorized-distribution ranges for tier-1 brands including Kärcher, Nilfisk, Vileda, Greenspeed, Vikan, TASKI, and Satino, and is B Corp certified.

Its go-to-market is a hybrid omnichannel model: 7 physical wholesale branches across Denmark (Brøndby, Amager, Frederiksberg, Hillerød, Kolding, Næstved, Holbæk) offering self-pickup, an e-commerce webshop providing next-day delivery, and a field-sales team that visits professional cleaning companies across Zealand to provide advisory and sign cooperation agreements. The company serves professional cleaning companies and independent cleaners as the primary segments, with institutions (schools, kindergartens) and property managers as secondary segments. Pricing is unit-based pay-as-you-go in DKK, with no subscription tier disclosed. Revenue is generated primarily through one-time product sales, with secondary streams from equipment rental (sweepers, scrubbers, pressure washers, vacuums) and machine leasing, all confined to the Danish domestic market.

Name

Virena

Legal name

Virena ApS

Website

https://virena.dk

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Brøndbyvester

HQ country

Denmark

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Virena generates revenue primarily through direct sales of professional cleaning equipment, machinery, consumables, and supplies. Products include cleaning chemicals, paper products, dispensers, mops, machines, and accessories sold to businesses and institutions.
2. Equipment Rental: Virena offers rental services for cleaning equipment including sweepers, floor scrubbers, pressure washers, lifts, carpet cleaners, steam cleaners, ozone machines, and wet/dry vacuums.
3. Machine Leasing: Leasing options available for floor scrubbers and i-mop equipment for businesses preferring equipment financing over outright purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Virena is a Danish wholesaler that distributes professional cleaning supplies, machines, and equipment to cleaning companies, institutions, and property managers. The company sells cleaning chemicals, consumables (paper products, bags, dispensers), mops, cloths, cleaning carts, PPE, window cleaning tools, waste management systems, and cleaning machines through 7 physical wholesale branches and a nationwide e-commerce webshop. It also offers equipment rental and machine leasing services for industrial floor scrubbers, pressure washers, and i-mop systems.

Product overview

Virena is a professional cleaning equipment and consumables wholesaler operating 7 retail locations across Denmark with nationwide delivery. The company operates as a B Corp certified business with 30+ years of experience. Their product portfolio is organized into distinct categories: Forbrugsvarer (consumables including paper products, bags, and dispensers), Rengøringsmidler (cleaning chemicals including Swan-labeled products, Taski Jontec, floor treatments), Rekvisitter (equipment and tools including various mop systems, cloths, and cleaning carts), Personlig pleje og værnemidler (PPE and personal care), Vinduespudsning (window cleaning equipment), Affaldshåndtering (waste management), Maskiner (cleaning machines including I-mop, floor scrubbers, vacuum cleaners), Udlejning (equipment rental), and Diverse (additional products). The company carries multiple branded product lines including Satino (paper), Greenspeed (sustainable cleaning), Vikan (hygiene tools), and Taski Jontec (cleaning chemicals), serving cleaning companies, facilities, schools, and businesses throughout Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Forbrugsvarer (Consumables) Consumable supplies category including paper products (hand towels, toilet paper, kitchen rolls, napkins, industrial rolls), bags and sacks (waste bags, bio bags, freezer bags, container sacks, Longopac), dispensers for paper, soap, and hand disinfection, and catering/single-use service items, sold to cleaning companies and institutions.
• Rengøringsmidler (Cleaning Agents)
• Rekvisitter (Equipment & Tools)
• Personlig pleje og værnemidler (Personal Care & PPE)
• Vinduespudsning (Window Cleaning)
• Affaldshåndtering (Waste Management)
• Maskiner (Cleaning Machines)
• Udlejning (Equipment Rental)
• Maskinleasing (Machine Leasing)
• Field Sales Consulting Services

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GreenspeedcoreChannel Partner/ Reseller/ DistributorGreenspeed is a key brand partner for professional cleaning equipment. Virena distributes Greenspeed products including mop systems, microfiber cloths, and related cleaning tools. Products include Swan Ecolabel certified items.
• KärchercoreChannel Partner/ Reseller/ DistributorVirena is an authorized distributor of Kärcher cleaning machines and equipment, offering pressure washers, floor scrubbers, and other professional cleaning machinery.
• NilfiskcoreChannel Partner/ Reseller/ DistributorVirena distributes Nilfisk professional cleaning equipment including floor care machines, vacuums, and industrial cleaning solutions.
• ViledacoreChannel Partner/ Reseller/ DistributorVirena carries a comprehensive range of Vileda products including mops, cleaning carts, microfiber cloths, and professional cleaning equipment.
• TASKI (JohnsonDiversey)coreChannel Partner/ Reseller/ DistributorVirena distributes TASKI/Jontec professional cleaning chemicals, floor care products, and SmartDose systems for commercial cleaning applications.
• Satino by Van HoutumminorChannel Partner/ Reseller/ DistributorVirena distributes Satino paper products including hand towels, toilet paper, and paper dispensers for professional washroom solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lyreco: One of Europe's largest distributors of workplace and cleaning supplies, with multi-channel sales to professional and institutional buyers. Highly comparable business model to Virena: B2B distribution of cleaning consumables, machines, and PPE, with growing e-commerce and field-service motion.
• Inenco: UK-based specialist distributor of cleaning, hygiene, and catering supplies to contract cleaners and facility operators. Closely comparable customer segments, product catalog, and B2B distribution model to Virena, but operating in a different national market.
• Hagleitner Hygiene: Austrian manufacturer and direct-distributor of professional hygiene, cleaning, and dosing systems for the institutional market. Highly comparable: similar product breadth (chemicals, dosing, paper, tools) and similar focus on professional cleaning companies, but headquartered in a different geography.
• CWS (CWS-boco): European provider of hygiene, washroom, and cleaning solutions combining product distribution with service subscriptions. Comparable to Virena in product mix (chemicals, paper, dispensers, mats) and customer base (professional cleaning and facilities), with a stronger recurring-service tilt.

Others

• Vikan: Denmark-based manufacturer of professional cleaning tools, mops, and hygiene equipment. Virena distributes the Vikan range, so Vikan is both a principal supplier and a partial competitor through its own B2B channels and direct accounts.
• Kärcher: German global manufacturer of professional and consumer cleaning machines. Virena is an authorized distributor of Kärcher machines, making Kärcher a key supplier and an indirect competitor via direct sales and its own webshop.
• SC Johnson Professional: Global manufacturer of professional cleaning chemicals, skin care, and hygiene products. Comparable to TASKI/Jontec products in Virena's catalog; competes indirectly through direct sales to facility customers and is also a potential supply partner.

Broad incumbents

• Diversey: Global provider of hygiene, cleaning, and infection-prevention products and solutions across foodservice, hospitality, and facility management. Comparable in product categories (chemicals, dosing, tools, machines) but operates at global scale and increasingly via direct and key-account channels.
• Bunzl: Global FTSE-listed distribution and outsourcing group supplying cleaning, hygiene, and safety products across multiple sectors. Overlaps directly with Virena's cleaning-supply and PPE distribution but operates at vastly greater scale and across many product verticals and geographies.
• Ecolab: Global leader in water, hygiene, and infection-prevention solutions, supplying cleaning chemicals, dosing systems, and services to institutional and industrial customers. Overlaps with Virena's TASKI/Jontec-style chemical range but as a multinational incumbent that also sells direct, partly competing with its own distributors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Virena