Wetrok AB
Wetrok AG is a Swiss-headquartered, vertically integrated professional cleaning solutions provider selling cleaning machines, bio-surfactant chemicals, accessories, and the WeConnect fleet-management platform to contract cleaners, facility managers, and healthcare operators across more than 40 countries.
- Company typePrivate
- Founded-
- HeadquartersKloten (Zürich), Switzerland
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Wetrok AB does
Wetrok AG is a Swiss-headquartered, vertically integrated professional cleaning solutions provider that designs, manufactures, and distributes cleaning machines, chemicals, accessories, and a digital fleet-management platform from its Zurich-Kloten headquarters. The company serves contract cleaners, in-house facility management teams, and healthcare/elderly-care operators through direct field sales in Switzerland, Germany, Poland, Sweden, and Austria, supplemented by authorized sales partners in approximately 40 additional countries.
Its core technology stack comprises patented bio-surfactant chemistry produced via microorganism fermentation (the Novaline line), LiFePO4 lithium-battery-powered cleaning machines (Speedmatic and Drivematic Devance series), the WeConnect IoT-enabled fleet management platform integrating new and third-party machines via QR code, and the Robomatic Marvin autonomous robotic cleaner. Products are manufactured in ISO 14001-certified facilities and carry EU Ecolabel, Svanen, Green Seal, ClimatePartner, and Cradle to Cradle certifications, positioning Wetrok for sustainability-mandated procurement.
The business model blends one-time hardware sales (machines, chemicals, accessories), recurring service contracts and machine rentals, subscription-based WeConnect software, and fee-based consulting/training through the Competence Center. Revenue is driven by B2B field sales supported by an e-shop, a download center, knowledge-base content marketing, and live-demo conversion events, with sustainability certifications functioning as a key competitive lever in regulated tenders.
Wetrok AB firmographics
Firmographics- Name
- Wetrok AB
- Legal name
- Wetrok AG
- Website
- https://wetrok.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wetrok AG is a Swiss-headquartered, vertically integrated professional cleaning solutions provider selling cleaning machines, bio-surfactant chemicals, accessories, and the WeConnect fleet-management platform to contract cleaners, facility managers, and healthcare operators across more than 40 countries.
- Ownership category
- akta.pro rank
Wetrok AB industry classification
Industry- Product category
- Professional Cleaning Equipment and Chemicals
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Commercial and Service Industry Machinery Manufacturing (333310)
- SIC
- Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
- akta.pro secondary industry
- Parts Washing & Degreasing Equipment (IMAHALAD)
Keywords
Where Wetrok AB is headquartered
LocationHeadquarters
- HQ city
- Kloten (Zürich)
- HQ country
- Switzerland
- HQ region
- Europe
Offices5 records
Markets served
Wetrok AB business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Cleaning Machines & Equipment: Wetrok designs, manufactures and sells a complete range of professional cleaning machines including scrubber-dryers (Drivematic, Speedmatic series), sweep machines, single-disc machines, vacuum cleaners, spray extraction machines, steam vacuums, and accessories (brushes, pads, mop systems). Machines are sold as one-time capital purchases with optional service contracts.
- Cleaning Chemicals & Detergents: Wetrok sells a complete range of cleaning chemistry including the Novaline bio-surfactant series (Novafloor, Novasurf, Novacristal, Novasan, Novabowl and variants), other specialty cleaners, and associated dispensing/foam equipment. Products are sold in various packaging sizes (bulk containers, bottles, dispensers).
- Machine Service & Maintenance: Wetrok provides machine maintenance services, spare parts supply, and machine rental (uthyrningsmaskiner). Service contracts and maintenance agreements represent recurring service revenue.
- WeConnect Digital Solutions: WeConnect is a fleet management software and hardware platform that digitalizes machine management. The platform enables real-time monitoring, service process management, and cost optimization for cleaning machine fleets.
- Professional Consulting & Training: Wetrok offers cleaning consulting and support services through its Competence Center, including cleaning concepts, quality control, hygiene concepts, and cleaning planning services.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Wetrok AB product offering
Product offeringCore offering
Wetrok designs, manufactures, and sells a complete range of professional cleaning machines (scrubber-dryers, sweepers, robotic cleaners), eco-certified cleaning chemicals (including the patented Novaline bio-surfactant line), accessories (pads, brushes, mops, cleaning carts), and the WeConnect digital fleet management platform. The portfolio is sold as integrated, matched systems developed and manufactured in Switzerland under the Wetrok AG brand. The company also provides machine maintenance services, spare parts, rental machines, cleaning consulting, and training through its Competence Center.
Product overview
Wetrok AB offers a comprehensive professional cleaning solution portfolio consisting of cleaning machines (ride-on scrubber driers, sweeper and robotic machines), eco-certified cleaning chemicals (Novaline sustainable line with biosurfactants for floor, surface, sanitary, and toilet cleaning), professional accessories (scrub pads, brushes, mops, carts), and digital fleet management (WeConnect). Products are developed and manufactured in Switzerland with a focus on sustainability, with the Novaline series representing the most sustainable cleaning products using patented biosurfactant technology. The offering is unified through compatible machine-chemical-accessory combinations optimized for specific cleaning applications.
Differentiator
Problem solved
Functional benefit
Brands
- Novaline: Most sustainable cleaning series ever, using biosurfactants for eco-friendly professional cleaning
- Spin BeFree
- WeConnect
- Drivematic Devance
- Novafloor
- Novasurf
- Novacristal
- Novasan
- Speedmatic
- KeyCars
- Robomatic Marvin
Products and services
- Spin BeFree Next-generation compact, ergonomic, and powerful professional cleaning machine developed and manufactured in Switzerland.
- Drivematic Devance Ride-on scrubber-dryer combining power, endurance, and comfort. Features LiFePO4 lithium batteries, 140L fresh water tank, 85cm working width, LED front lights, automatic brush pressure control, and intelligent chemical dosing. Theoretical area capacity of 5,950 m²/h.
- Speedmatic Sweeper and sweeper-scrubber machine family equipped with modern lithium battery technology enabling fast charging, opportunity charging without memory effects, up to 5-year lifespan, approximately 3,500 charge cycles, and digital battery status monitoring.
- Robomatic Marvin Robotic cleaning machine for autonomous professional floor cleaning operations.
- WeConnect Web-based digital fleet management platform combining intelligent hardware and software. Manufacturer-independent integration of new and existing machines via QR code. Centralized management of machine location, usage, maintenance, service history, and documentation, with geofencing, performance transparency, planned maintenance, service process management, and cost analysis.
- Novaline Bio-Surfactant Cleaning Series World's most sustainable cleaning series using bio-surfactants (biotensides) produced through a patented fermentation process. Reduces CO2 emissions by 30-50% versus conventional surfactants. Includes Novafloor (maintenance cleaner), Novasurf (all-purpose cleaner), Novacristal (glass cleaner), Novasan, Novasan neutral, Novasan forte (sanitary cleaners), and Novabowl (WC cleaner).
- KeyCars Cleaning Carts Modern closed-system cleaning carts with ergonomic design, robust components, lockable compartments, and secure storage for materials. Designed for healthcare and professional cleaning applications.
- Machine Service & Maintenance Dedicated machine service organization providing machine maintenance, spare parts supply, and rental machines (uthyrningsmaskiner). Service contracts and maintenance agreements represent recurring service revenue.
Quantifiable outcome
- CO₂ emissions reduced by 30–50% with Novaline bio-surfactants vs. conventional surfactants
- +4 more outcomes
Companies that use Wetrok AB
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Wetrok AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature13 records
Wetrok AB partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wetrok AB competitors and assessment
Company assessmentOthers
- Taski (Diversey brand): Diversey-owned professional cleaning machine brand. Treated as an adjacent ecosystem participant; competes with Wetrok in machines but is bundled within a broader chemicals/equipment platform by a much larger parent.
Direct peers
- Comac (IP Cleaning Group): Italian professional cleaning machine manufacturer (part of IP Cleaning Group) producing scrubber-dryers, sweepers, and vacuums. Direct competitor in the European mid-market segment alongside Wetrok.
- Diversey (Solenis): Global cleaning chemistry and hygiene solutions provider (formerly part of Sealed Air, now owned by Solenis) serving contract cleaners, healthcare, and food service. Direct competitor to Wetrok's Novaline chemistry and broader cleaning consumables range.
- Tennant Company: US-listed designer and manufacturer of professional cleaning machines, including autonomous robotic scrubbers. Comparable to Wetrok in ride-on scrubber-dryers and growing robotics positioning (Robomatic Marvin analog).
- Kärcher (Alfred Kärcher SE & Co. KG): Germany-based global leader in professional and consumer cleaning machines and detergents. Kärcher is the most direct competitive benchmark for Wetrok's integrated machine + chemistry + service offering across DACH and export markets.
- Hako: German-owned manufacturer of municipal and industrial cleaning machines, sweepers, and scrubber-dryers. Direct overlap with Wetrok's machine portfolio and DACH customer base.
- Nilfisk: Danish professional cleaning equipment manufacturer with strong presence in scrubber-dryers, sweepers, and vacuum cleaners. Listed peer with comparable product portfolio to Wetrok's Speedmatic and Drivematic lines.
Emerging players
- Werner & Mertz Professional: German maker of sustainable cleaning chemicals (Tana Professional / Green Care Professional) with strong eco-certifications. Closest comparable to Wetrok's Novaline positioning on sustainability-driven chemistry.
Regional players
- Cleanfix Reinigungssysteme: Swiss manufacturer of professional cleaning machines, founded and headquartered in Switzerland. A Swiss domestic competitor that competes on similar engineering and quality positioning.
Broad incumbents
- Ecolab: US-listed global leader in water, hygiene, and infection-prevention solutions with deep institutional and healthcare penetration. A broader incumbent whose product line overlaps with Wetrok's chemicals, sanitizers, and service-based offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wetrok AB social profiles
Digital presenceWetrok AB compliance and trust
Trust signalCompliance7 records
Wetrok AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wetrok AB leadership team
Management profileNumber of profiles
Wetrok AB subsidiaries and ownership
Company hierarchySubsidiaries4 records
Wetrok AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wetrok AB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wetrok AB
What does Wetrok AB do?
Wetrok designs, manufactures, and sells a complete range of professional cleaning machines (scrubber-dryers, sweepers, robotic cleaners), eco-certified cleaning chemicals (including the patented Novaline bio-surfactant line), accessories (pads, brushes, mops, cleaning carts), and the WeConnect digital fleet management platform. The portfolio is sold as integrated, matched systems developed and manufactured in Switzerland under the Wetrok AG brand. The company also provides machine maintenance services, spare parts, rental machines, cleaning consulting, and training through its Competence Center.
Is Wetrok AB a public or private company?
Wetrok AB is a private company. It is classified as family owned and is currently operating.
When was Wetrok AB founded?
Wetrok AB was founded in -1. It employs 1 to 10 people.
Where is Wetrok AB based?
Wetrok AB is headquartered in Kloten (Zürich), Switzerland, in the Europe region.
How does Wetrok AB make money?
Five revenue lines are on record. Cleaning Machines & Equipment is the primary driver. The others are cleaning Chemicals & Detergents, machine Service & Maintenance, weConnect Digital Solutions and professional Consulting & Training.
Who are Wetrok AB's main competitors?
Taski (Diversey brand) is listed as an others. Direct peers are Comac (IP Cleaning Group), Diversey (Solenis), Tennant Company, Kärcher (Alfred Kärcher SE & Co. KG), Hako and Nilfisk. Werner & Mertz Professional is listed as an emerging player. Cleanfix Reinigungssysteme is listed as a regional player. Ecolab is listed as a broad incumbent.
Does Wetrok AB have an API?
No public API is recorded for Wetrok AB.
What industry is Wetrok AB in?
Wetrok AB's product category is Professional Cleaning Equipment and Chemicals. Its primary akta.pro industry code is CRADAKAG, Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen), with a secondary code of IMAHALAD, Parts Washing & Degreasing Equipment. Its NAICS code is 32561 and its SIC code is 2842.