Brands & More

What Brands & More does

Brands & More b.v. is a Dutch privately-held company, founded in 2015 and headquartered in Nieuwegein, Utrecht, that operates as a brand-management and distribution platform for consumer home-care products across the European market. Its offering combines a multi-brand branded portfolio (Texpert, IDEAL, Strep, Dr. Care, Sanytol, Vim, Ballerina, Denim, Croc Odor) with a European-scope private-label supply service covering laundry care, insect control, household cleaners, air care, and adjacent categories such as glass cleaners, shoe polishes, and plant care. Several of its brands carry significant heritage — notably IDEAL (#1 textile dye in France for over 100 years), Vim (introduced 1904 by Lever Brothers, in Benelux since 1921), and the long-standing Ballerina cleaning cloths line — providing the company with deeply-embedded consumer recognition in CPG aisles.

The business model is two-sided: revenue is generated through (i) wholesale branded product distribution to roughly 18 named European retail chains (Albert Heijn, Jumbo, Kruidvat, Delhaize, Aldi, Auchan, Colruyt, HEMA, and others) as the primary go-to-market channel, supplemented by (ii) an own-brand consumer e-commerce webstore shipping within the Netherlands at a flat EUR 3.80 rate and (iii) private-label supply arrangements with European retailers. The company's stated value proposition is acting as a flexible and reliable category partner that brings consumer-trend awareness and innovation into retailer home-care assortments. Distribution is operated with a headcount of only seven employees, indicating a lean organizational model that relies on brand licensing/management and trading relationships rather than proprietary manufacturing or technology platforms.

Underlying technical infrastructure is minimal: the company website describes no proprietary platform, API, app, or AI/ML capability; offerings are physical CPG products rather than software. Compliance scope includes CTGB-registered biocides within the Dr. Care / Insect Protect range. The product surface is organized into five product-range categories and nine sub-brands, with select sub-brands (Sanytol, Denim) functioning primarily as traffic-driving external links to brand-specific microsites.

Name

Brands & More

Legal name

Brands & More b.v.

Website

https://brands-more.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Brands & More is a Dutch home-care brand-management and distribution company supplying branded products (Texpert, IDEAL, Vim, Ballerina, Croc Odor, etc.) and European private-label solutions to roughly 18 major Benelux and European retail chains.

Ownership category

akta.pro rank

Product category

Home Care Products

akta.pro primary industry

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

akta.pro secondary industry

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

Keywords

• Home care products
• Private label solutions
• Household cleaning supplies
• Laundry care products
• Consumer goods distribution

Headquarters

HQ city

Nieuwegein

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Branded product sales: Sale of owned brands including Texpert, IDEAL, Strep, Dr. Care, Vim, Ballerina, and Croc Odor to retail customers and end consumers.
2. Private label solutions: Supply of private label home care products with European scope, sold to retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Brands & More is a Dutch supplier of branded and private label home care products in the European market, operating primarily through major retail chains across Benelux and broader Europe. The company manages a portfolio of established brands (Texpert, IDEAL, Strep, Dr. Care, Vim, Ballerina, Croc Odor) across laundry care, insect control, household cleaners, air care, and other home care categories. It also provides European-scoped private label solutions to retail partners.

Product overview

Brands & More is a supplier of smart homecare solutions in the European market, offering a portfolio of branded home care products across multiple sub-categories plus private label solutions. The product portfolio is organized into two main categories: (1) Sub-brands including Texpert (textile care), IDEAL (textile dye), Strep (hair removal), Dr. Care (insect control), Vim (scouring powder), Ballerina (cleaning cloths), Croc Odor (odor neutralization), Sanytol, and Denim; and (2) Product ranges spanning Laundry Care (pre-treaters, in-wash, post-wash solutions), Insect Control (glue-traps, mice baits, garden solutions), Household Cleaners (furniture care, kitchen solutions), Air Care (odor removal), and Other solutions (glass cleaners, septic maintenance, shoe polishes, plant care). The company supplies both branded products and European-scoped private label solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Texpert: Expert for treatment and maintenance of textiles. Offers pre-treatment products (stain removers), protection during washing (anti-color bleeding cloths), and post-treatment products such as dryer sheets and fragrance sachets.
• IDEAL (textielverf)
• Strep
• Dr. Care
• Sanytol
• Vim
• Ballerina
• Denim
• Croc Odor

Products and services

• Texpert Textile treatment and maintenance expert offering pre-treatment products (stain removers), protection during washing (anti-color bleeding sheets), and post-treatment products such as dryer sheets and fragrance sachets to keep textiles fresh in wardrobes.
• IDEAL (textielverf) Textile dye brand with over 100 years of history, ranked #1 in France. Offers high-quality, easy-to-use fabric dyes for refreshing or recoloring textiles, suitable for home interiors (sofa covers, curtains). IDEAL ALLES-IN-ÉÉN is an innovative formula containing all ingredients including salt, usable at low temperatures from 30 degrees.
• Strep Professional hair removal products for home use, available in two variants: Body and Face & bikini. Offers hair removal strips and creams enriched with chamomile oil and vitamin E for smooth results. Products are available at Kruidvat and Trekpleister.
• Dr. Care Insecticide range for protection against insects in and around the home. Includes natural solutions without active substances and biocides (insecticides) registered with CTGB. Also offers INSECT PROTECT brand of skin repellents based on 40% DEET for protection against mosquitoes and ticks.
• Vim
• Ballerina
• Croc Odor
• Private Label Solutions

Named customers18 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Henkel: German multinational with major laundry and home care brands (Persil, Vernel, Bref, Sidolin) sold across the same European retail accounts as Brands & More.
• Reckitt Benckiser: Global consumer goods major with substantial home care portfolio (Cillit Bang, Vanish, Calgon). Competes for the same shelf space at Albert Heijn, Jumbo, and Kruidvat and is the broader incumbent Brands & More must displace.
• Unilever: Original creator of the Vim brand (1904) and a global home and laundry care leader (Persil/Unilever, Omo, Cif). Material competitor and a potential licensor or acquirer given the historical Vim connection.
• SC Johnson: Family-owned global home care manufacturer (Mr Muscle, Duck, Pledge) with deep European distribution. A direct competitor in household cleaners and insecticides where Brands & More's Dr. Care operates.
• Church & Dwight: US-listed consumer packaged goods company with a growing European home care footprint (including home cleaning and laundry adjacencies). Relevant comparable on listed mid/large CPG home care peers.

Direct peers

• Jeyes Group: UK-based mid-market home care brand owner (Jeyes Fluid, Parazone, Bloo) supplying European retail. Comparable scale and brand-portfolio model to Brands & More.
• McBride plc: UK-listed private label manufacturer of household and personal care products supplying European retailers. Directly comparable on the private label side of Brands & More's business model, serving the same retail buyer profile.
• Bolton Group: Italian multinational that owns and distributes branded home care and personal care products (e.g., WC Net, Omino Bianco) across Europe. Closely mirrors Brands & More's strategy of acquiring/managing heritage household brands for European retail.
• Werner & Mertz: German family-owned home care company that owns and develops heritage eco brands such as Frosch and Ecover across European retail. Highly comparable as a mid-sized European brand owner/distributor in the home care space with a similar portfolio-of-brands strategy.

Regional players

• Hagleitner Hygiene: Austrian family-owned hygiene and cleaning products manufacturer with strong DACH-region presence. Similar mid-sized European operator with branded and private label offerings.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/brands-more

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 Brands & More