What Rovac does

Rovac is a Dutch B2B cleaning supplies distributor operating as part of the family-owned holding F. de Smet en Zoon B.V. Founded in October 1984 in Oostburg (headquarters) with a showroom in Middelburg, the company sells a complete assortment of cleaning articles, cleaning agents, mops and work carts, cleaning machines, paper and sanitary products, and waste collection products to professional cleaning companies, facility management businesses and industrial cleaning operations. The name "Rovac" derives from the first letters of Reiniging (Cleaning), Onderhoud (Maintenance), Verkoop (Sales), Advies (Advice) and Centrum (Center), reflecting its original positioning as an advice-led specialist in high-pressure washers and cleaning equipment, which it has progressively broadened into a total-supplier model since 2005.

The business operates as a multi-channel regional distributor. Its primary digital channel is an e-commerce webshop with B2B account features (favorites lists, order tracking), complemented by a physical showroom in Middelburg for in-person advice. Rovac distributes third-party brands including Vileda Professional, Unger (Stingray, nLite, ErgoTec Ninja), Vikan, Wecoline, Cleanfix, Hako, Ettore, Wagtail and AR Blue Clean, and offers daily, weekly and monthly rental plus leasing options for professional cleaning machines (scrubber-suction machines, carpet cleaners, steam cleaners, single-disc and sweeping machines), as well as refurbished second-hand Hako Scrubmaster units with warranty. Pricing is predominantly quote-based with publicly disclosed rental rates ranging from EUR 31.50 per day to EUR 1,050 per month.

The company has no disclosed investors, no funding rounds and no institutional shareholders; ownership remains entirely within the founding family. Geographic reach is regional, anchored in Zeeland with expansion into West-Brabant (Netherlands) and Flanders (Belgium) via the webshop. Headcount is reported at 11-50 employees. There is no evidence of proprietary technology development, AI/ML capability, software products or API surfaces; the business model is fundamentally a regional B2B distribution and light-equipment-services operation rather than a technology platform.

Name

Rovac

Legal name

Rovac Reinigingstechniek

Website

https://rovac.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Rovac is a Dutch family-owned B2B distributor of professional cleaning supplies, machines and maintenance agents, serving professional cleaning companies and facility managers in Zeeland, West-Brabant and Flanders via a webshop, showroom, and rental and lease services.

Ownership category

akta.pro rank

Headquarters

HQ city

Middelburg

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Cleaning Supplies Sales: Rovac generates revenue through the sale of cleaning articles, cleaning agents, mops and work carts, cleaning machines, paper and sanitary products, and waste collection products. They offer products across multiple categories including professional cleaning supplies, hygiene products, and facility equipment.
2. Equipment Rental: Rovac offers rental and lease options for cleaning machines including scrubber-suction machines, carpet cleaners, water vacuum cleaners, steam cleaners, and other professional cleaning equipment. Rental periods available include daily, weekly, and monthly rates.
3. Equipment Lease: Rovac provides leasing options for cleaning machines as an alternative to purchasing, offering flexible financing solutions for professional cleaning businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Rovac is a Dutch B2B distributor of professional and industrial cleaning products, machines, and maintenance agents. It sells a complete assortment of cleaning articles, cleaning agents, mops and work carts, cleaning machines, paper and sanitary products, and waste collection products via its e-commerce webshop and showroom. The company also offers rental, lease, and refurbished second-hand equipment, supported by expert personalized advice.

Product overview

Rovac is a Dutch B2B cleaning equipment and supplies wholesaler operating as part of F. de Smet en Zoon B.V., founded in October 1984. The company offers a complete e-commerce platform for professional cleaning supplies organized into six main categories: cleaning articles (borstelwerk, pads, mops, dweilen), cleaning agents (milieuvriendelijke reinigers, interieurreinigers, sanitairreinigers, vloerreinigers, desinfectiemiddelen), mop & work carts, cleaning machines & accessories (stofzuigers, schrobmachines, veegmachines, hogedrukreinigers), paper & sanitary products, and waste collection systems. The platform also provides rental/lease services for machines and sells second-hand refurbished equipment. Rovac works with branded manufacturers including Vileda Professional (pads, mops), Unger (Stingray window cleaning, nLite telescopic poles, ErgoTec Ninja squeegees), Vikan (HACCP brushes), Wecoline (brushpads), Cleanfix, Hako, and Ettore.

Differentiator

Problem solved

Functional benefit

Products and services

• Schoonmaak artikelen (Cleaning Articles) Complete category of professional cleaning articles including winter articles, glass cleaning tools, microfiber cloths, sponges, dust wipes, mops, floor cloths, pads, brushes, floor wipers, gloves, buckets, scrapers, mopping cloths, Vikan HACCP brushes, foam units, and barrier systems. Sold to professional cleaning companies and facility managers via the Rovac webshop.
• Schoonmaak middelen (Cleaning Agents)
• Mop & Werkwagens (Mop & Work Carts)
• Reinigingsmachines & Accessoires (Cleaning Machines & Accessories)
• Papier & Sanitairproducten (Paper & Sanitary Products)
• Afval verzameling (Waste Collection)
• Verhuur & Lease (Rental & Lease of Cleaning Machines)
• Occasions (Refurbished Second-hand Machines)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Various Reputable BrandscoreOthersRovac works with various reputable brands including Vileda Professional, Unger, Cleanfix, Wecoline, Vikan, and others. These partnerships enable them to offer a broad product range covering cleaning articles, cleaning agents, equipment, and accessories from established manufacturers.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Veenhuizen Schoonmaakartikelen: Dutch B2B cleaning supplies wholesaler serving professional cleaners and facility managers with a similar assortment of cleaning articles, agents and equipment. Closest direct regional peer to Rovac in the Netherlands.
• Hygieneshop: Dutch online B2B retailer of cleaning and hygiene products targeting professional buyers. Competes head-on with Rovac's webshop motion in the same Dutch and Belgian professional-customer segment.
• Eurabo: Dutch wholesale supplier of cleaning products and disposables serving cleaning companies, hotels and facility managers. Comparable assortment, B2B go-to-market and Benelux regional focus to Rovac.

Others

• Cleanfix: Swiss-based manufacturer of professional cleaning machines that Rovac distributes. Included as a peer because Rovac's assortment and rental fleet rely on Cleanfix scrubbers, sweepers and single-disc machines, making the brand a key ecosystem partner and partial competitor in equipment.
• Hako: German manufacturer of industrial and municipal cleaning machines whose Scrubmaster line Rovac distributes both new (rental/lease) and refurbished. Comparable to Rovac at the equipment layer where the brand competes with Rovac's own rental offering.
• Unger: Global manufacturer of professional window- and glass-cleaning tools (Stingray, nLite, ErgoTec Ninja) that Rovac distributes. Listed as a peer because Unger's growing direct-sales footprint in Benelux overlaps with Rovac's specialist window-cleaning category.
• Vileda Professional: Brand of Freudenberg Home & Cleaning Solutions selling professional cleaning articles, mops and pads. Rovac is a distributor of Vileda Professional products; included as a peer because the brand's direct-to-customer digital push could compete with Rovac's webshop.

Broad incumbents

• Bunzl: Global distribution group that consolidates cleaning, hygiene and facility-supply wholesalers across Europe. Bunzl's Dutch operations (including former Alpheios) compete with Rovac on the same professional-customer segment and product categories.
• CWS Group: Pan-European provider of hygiene, washroom and workplace solutions with rental and service models. Directly comparable to Rovac as a much larger incumbent serving the same B2B cleaning and facility-management customer base across Benelux and beyond.
• Lyreco: Major European distributor of workplace, cleaning and hygiene supplies with strong Benelux presence. Overlaps with Rovac on cleaning consumables, paper/sanitary products and B2B e-commerce procurement for facility-management buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebooknl-nl.facebook.com/rovacreinigingstechniek
• LinkedInlinkedin.com/company/rovac-reinigingstechniek

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 Rovac