Tana-Chemie GmbH

What Tana-Chemie GmbH does

Tana-Chemie GmbH is the professional cleaning division of the German family-owned Werner & Mertz Group, founded in 1971 and headquartered in Mainz, Germany. The company manufactures and distributes a broad portfolio of B2B cleaning, hygiene, and disinfection products for commercial and industrial customers across Europe, operating two sub-brands: Green Care Professional (sustainability-focused formulations) and Tana Professional (specialized cleaning, care, and disinfection). Its product range spans approximately 30 product lines including APESIN (disinfection), SANET (sanitary cleaning), TANET (building/floor care), TANEX (specialized cleaning), TAWIP (floor maintenance), LONG LIFE (long-life floor coatings), LINAX (floor stripping), NOWA (kitchen/industrial), and ENERGY/ACTIV (laundry care), addressing use cases from building maintenance and kitchen hygiene to industrial cleaning and disinfection.

The company sells through a combination of direct professional sales representatives and an established European distributor network covering approximately 25+ country markets including DACH, Western, Southern, Northern, Central, Eastern, and Southeastern Europe. Its core technical differentiator is a circular-economy production model with EMAS-validated (EU Eco-Management and Audit Scheme) facilities, complemented by consecutive EcoVadis Platinum sustainability ratings — the highest tier in that assessment. The go-to-market is enterprise field sales targeting facility management companies, commercial cleaning operators, hospitality, healthcare, food service, and industrial customers seeking high-performance cleaning with documented sustainability credentials. Pricing is quote-based B2B with no publicly disclosed list prices.

Revenue is generated through one-time product sales (not subscription or licensing) under a privately-held GmbH structure wholly owned by the 150+ year family business Werner & Mertz GmbH. No external private equity or venture capital ownership is present in the disclosed data, and no segment-level revenue figures are publicly reported; consolidated reporting sits at the parent level. The company's strategic positioning centers on sustainability leadership in the European professional cleaning market, evidenced by brand-level digital tools such as the Green Care Performance Calculator and ongoing trade show participation (Interclean 2026).

Name

Tana-Chemie GmbH

Legal name

Tana-Chemie GmbH

Website

https://tana.de

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1–10 employees

Short description

Tana-Chemie GmbH is the professional cleaning division of Germany's Werner & Mertz Group, manufacturing B2B cleaning, hygiene, and disinfection products under Green Care Professional and Tana Professional brands for commercial and industrial customers across approximately 25+ European country markets.

Ownership category

akta.pro rank

Product category

Professional Cleaning Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

General All-Purpose Cleaners (CRAJAMAA), Green/Eco-Certified Cleaning Products Distribution (CRAOAGAN), Solvents & Solvent-Based Cleaners (Mineral Spirits, Acetone, Alcohols) (CRAJAKAC)

Keywords

• Professional cleaning products
• Industrial hygiene solutions
• Sustainable cleaning chemicals
• Commercial disinfection products
• Facility maintenance supplies

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Cleaning Products: Sale of professional cleaning, hygiene, and sanitation products under Green Care Professional and Tana Professional brands to commercial and industrial customers.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Tana-Chemie GmbH manufactures and distributes professional cleaning, hygiene, and sanitation products for commercial and industrial customers. Its offering is organized under two sub-brands: Green Care Professional for sustainable, circular-economy-aligned formulations, and Tana Professional for specialized problem-solving cleaning, care, and disinfection products. The portfolio covers building cleaning, kitchen hygiene, laundry hygiene, personal hygiene, sanitary cleaning, disinfection, and industrial cleaning applications.

Product overview

Tana-Chemie GmbH, founded in 1971 and part of the Werner & Mertz family company with over 150 years of history, operates as a professional cleaning division offering a comprehensive portfolio of cleaning solutions. The company organizes its products under two main sub-brands: Green Care Professional (focusing on sustainable, environmentally-friendly cleaning products) and Tana Professional (providing specialized cleaning, care, and disinfection products for various industries). The portfolio includes extensive product lines such as APESIN (disinfection), SANET (sanitary cleaning), TANET (building/floor care), TANEX (specialized cleaning), TAWIP (floor maintenance), LONG LIFE (long-life floor care), LINAX (floor stripping), INOXOL (metal care), NOWA (kitchen/industrial), ENERGY and ACTIV (laundry care), SYSTEM (dosing systems), and many other specialized products covering applications including building cleaning, kitchen hygiene, laundry hygiene, personal hygiene, sanitary cleaning, disinfection, and industrial cleaning. The company emphasizes circular economy principles and sustainable product development.

Differentiator

Problem solved

Functional benefit

Brands

• Green Care Professional: Sustainable pioneer brand offering high-quality cleaning products in harmony with nature. The brand focuses on safe, effective, and circular cleaning solutions.
• Tana Professional

Products and services

• Green Care Professional Sustainable pioneer brand offering high-quality cleaning products in harmony with nature, safe and effective for human, animal, and environmental health. Targeted at professional cleaning operators prioritizing sustainable hygiene solutions.
• Tana Professional Established cleaning brand providing specialized cleaning, care, and disinfection products as universal problem-solvers covering every area and industry. Targeted at professional cleaning operators seeking comprehensive, high-performance solutions.
• APESIN disinfection product line Professional disinfection product line covering surface, hand, kitchen, and food-area disinfection for commercial and industrial customers requiring professional-grade disinfection with sustainable ingredients.
• SANET sanitary cleaning product line Professional sanitary cleaning product line for bathroom and washroom cleaning in commercial settings, with sustainable formulations for effective daily and deep cleaning.
• TANET building and floor care product line Professional building cleaning and floor care product line for commercial and industrial buildings, including the TANET SR 13 high-performance sanitary cleaner (launched 2023) with improved effectiveness, economy, and sustainability.
• TANEX specialized cleaning product line Specialized cleaning product line for industrial and heavy-duty cleaning applications, including cement, gum, and industry-specific cleaning challenges.
• TAWIP floor care product line Floor care and maintenance product line for professional floor cleaning and protection in commercial settings.
• NOWA kitchen and industrial cleaning product line Professional kitchen and industrial cleaning product line for commercial kitchens, food preparation, and industrial cleaning applications.
• ENERGY and ACTIV laundry care product lines Professional laundry and fabric care product lines for commercial and industrial laundry operations.
• LONG LIFE long-life floor care product line Long-life floor care product line providing durable floor coatings and protection for high-traffic commercial environments including hospitals, sports facilities, and stone floors.
• LINAX floor stripping product line Floor stripping and deep cleaning product line for removing old floor coatings and preparing surfaces for refinishing.
• SYSTEM dosing systems Integrated professional dosing systems and concentrated cleaning products for controlled, efficient application in commercial and industrial cleaning operations.
• BIOBACT bio-based cleaning product line Bio-based cleaning product line leveraging biological cleaning action for commercial and industrial customers seeking environmentally responsible cleaning solutions.
• INOXOL stainless steel and metal care product line Stainless steel and metal care product line for cleaning and protection of metal surfaces in professional environments.
• MANUDISH dishwashing product line Professional hand dishwashing product line for commercial kitchens and food service operations.
• GREASE heavy-duty cleaning product line Heavy-duty grease and grime cleaning product line for industrial kitchens and manufacturing facilities.

Segments7 records

Ideal customer profiles4 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.

• Werner & Mertz GmbH (Parent Company)coreOthersTana-Chemie GmbH operates as the professional division of Werner & Mertz GmbH, a family business with over 150 years of history. Werner & Mertz provides the strategic direction and brand portfolio including Green Care Professional and Tana Professional brands.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Buzil-Werk Wagner: German family-owned manufacturer of cleaning and disinfection products for professional users; directly comparable DACH-headquartered B2B cleaning peer to Tana.
• Dr. Schnell Chemie: German manufacturer of professional cleaning, disinfection, and hygiene products; closely comparable DACH-based B2B cleaning chemicals peer competing for similar institutional customers.
• Ecolab: Global leader in water, hygiene, and infection-prevention solutions serving institutional and industrial customers; the most directly comparable B2B professional cleaning and sanitation peer to Tana-Chemie across Europe.
• Christeyns: Belgian-headquartered manufacturer of professional detergents, hygiene, and cleaning chemicals with strong European footprint; closely comparable mid-sized B2B cleaning peer to Tana-Chemie.
• Solenis / Diversey: Professional cleaning, hygiene, and infection-prevention solutions provider for foodservice, hospitality, healthcare, and facility management; direct competitor to Tana in the European institutional cleaning market.
• SC Johnson Professional: Professional division of SC Johnson offering cleaning and hygiene solutions for industrial, healthcare, and facility-management markets; comparable global B2B cleaning peer with European presence.
• Sutter Professional: Italian family-owned manufacturer of professional cleaning products serving European institutional customers; similar size, B2B model, and product breadth to Tana-Chemie.

Broad incumbents

• Henkel: German global leader in adhesives, beauty care, and laundry/home care with broad professional cleaning offerings; competes with Tana but at much larger scale and across consumer plus professional segments.

Others

• Kärcher: German global leader in cleaning equipment and technology; adjacent to Tana's chemicals business, often co-specified by facility-management customers as part of integrated cleaning solutions.
• Werner & Mertz (Consumer Division / Frosch): Sister consumer division of Tana-Chemie under the same Werner & Mertz family group, marketing the Frosch eco-brand; relevant as a brand-portfolio and sustainability-positioning comparison within the same parent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tana-chemie-gmbh

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 Tana-Chemie GmbH