Carwash Kleiboer B.V.

What Carwash Kleiboer B.V. does

Carwash Kleiboer B.V. is a privately held, family-owned car wash operator headquartered in Apeldoorn, Netherlands, founded in 1989 and operating two modern conveyor-belt wash facilities in the city (Woonboulevard at Het Rietveld 60 and Sleutelbloemstraat 69). The company serves individual car owners in the Apeldoorn area with a four-tier wash program (Basis, Normaal, Intensief, Het Beste) plus a premium PantserPlus polymer coating add-on, delivered via long chain-conveyor systems using textile brushes, high-pressure water jets, and osmosis water for spot-free drying. The chain-conveyor architecture supports throughput of up to 130 cars per hour with a 5-minute wash cycle, and the firm reports annual responsible disposal of approximately 30,000 kg of harmful substances captured from wash water.

The business operates a dual revenue model anchored on recurring monthly subscriptions and transactional wash purchases. The Kleiboer Onbeperkt subscription product offers unlimited washes (capped at one per day) at four price points ranging from €29 to €40 per month, with automatic license plate recognition enabling frictionless re-entry. The free Waspas prepaid card adds a stored-value/loyalty layer with tiered top-up bonuses and a free birthday wash. Single-visit washes are supported by cash, PIN, credit card, travel card, multitank card, and the Nationale Autowasbon voucher, and the company sells car-care accessories (cloths, gloves) on site. A biological water recycling system reuses 700 liters of water per wash cycle, supporting an environmental positioning that the firm markets as a key differentiator.

Go-to-market is exclusively direct-to-consumer and local: customers drive to one of two Apeldoorn sites, are assisted by staff in selecting a wash program, and pay on site or via pre-authorized subscription. Marketing is conducted through the company website, an email discount voucher program (minimum four vouchers per year), and organic social channels (Instagram and Facebook). The company has no app, no disclosed API, no partnerships or external investors, and no plans for expansion beyond its existing two-site Apeldoorn footprint. With 16 employees, no funding rounds, and a 35-year operating history, Carwash Kleiboer is a mature, locally concentrated retail service business rather than a scaling enterprise.

Name

Carwash Kleiboer B.V.

Legal name

Carwash Kleiboer B.V.

Website

https://carwashkleiboer.nl

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Carwash Kleiboer B.V. is a family-owned conveyor-belt car wash operator in Apeldoorn, Netherlands, running two sites with subscription and pay-per-wash services for individual car owners since 1989.

Ownership category

akta.pro rank

Headquarters

HQ city

Apeldoorn

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Kleiboer Onbeperkt Subscription: Monthly subscription allowing unlimited car washes (max 1 per day) at a fixed monthly rate. Auto-renewal via direct debit. Valid at both locations.
2. Pay-per-Wash Services: One-time payments for individual wash programs at the facility. Supports multiple payment methods including cash, PIN, credit card, travel card, multitank card, and National Car Wash Voucher.
3. Waspas Prepaid Card: Prepaid card system with bonus credits when loading €50 or more. Free birthday wash and exclusive offers for card holders.
4. Accessory Sales: Sale of car care products at the wash facility including glass cloths, cockpit cloths, final drying cloths, and gloves.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Carwash Kleiboer operates two physical conveyor-belt car wash facilities in Apeldoorn, Netherlands, providing automated vehicle washing services through tiered wash programs (Basis, Normaal, Intensief, Het Beste) with optional PantserPlus paint protection. The business sells both one-time wash transactions and recurring monthly subscriptions (Kleiboer Onbeperkt) with automatic license plate recognition for unlimited access, alongside a free Waspas prepaid loyalty card system.

Product overview

Carwash Kleiboer operates as a dual-location car wash service in Apeldoorn with a tiered product portfolio centered around four wash program levels (Basis, Normaal, Intensief, and Het Beste). The Kleiboer Onbeperkt subscription provides unlimited washes via automatic license plate recognition, while the free Waspas prepaid card offers bonus credits and loyalty rewards. PantserPlus add-on coating provides premium paint protection. The company also offers a discount program for non-subscribers and commercial/business washing inquiries.

Differentiator

Problem solved

Functional benefit

Products and services

• Kleiboer Onbeperkt Subscription

Quantifiable outcome

• 30,000 kg of harmful substances responsibly disposed annually
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WashTec: European leader in car wash equipment manufacturing and service; also operates wash sites. Comparable as a broader incumbent whose portfolio includes the conveyor wash category Kleiboer operates in, but at a fundamentally different scale.
• Shell Car Wash: Fuel-station based car wash programs operated by a major energy retailer in the Netherlands. Comparable as a broader incumbent offering overlapping wash services at scale, often leveraging fuel-purchase bundling rather than subscription depth.
• TotalEnergies Car Wash: Fuel-station based car wash services operated by TotalEnergies across European markets. Broad incumbent in the same category — overlapping wash offering via a wider retail network rather than specialized subscription positioning.

Others

• Kärcher: Global cleaning equipment manufacturer and supplier to professional car wash operations. Relevant as an adjacent/ecosystem participant — equipment supplier whose products serve the same end-customer category — rather than a direct competitor.

Direct peers

• IMO Car Wash: International conveyor car wash operator with subscription-based unlimited wash products. Comparable in core offering (automated wash + subscription), geographic overlap in continental Europe, and target customer (private car owners).
• Mister Wash: Large European conveyor car wash chain with subscription and pay-per-wash programs across multiple countries. Highly comparable on business model, conveyor technology, subscription mechanic, and tiered wash portfolios.
• CleanCar: Dutch car wash chain operating conveyor and subscription services in the Netherlands. Direct competitor on geography (NL), product portfolio (tiered washes, subscriptions), and target segment (B2C car owners).

Regional players

• Wasbox Nederland: Regional Dutch operator of self-service and conveyor car washes. Comparable business model (subscription + pay-per-wash) within the Netherlands, though with a different mix toward self-service bays alongside conveyor capacity.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CarwashKleiboer
• Instagraminstagram.com/carwashkleiboer
• LinkedInlinkedin.com/company/carwash-kleiboer

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 Carwash Kleiboer B.V.