What Guppyfriend does

Guppyfriend is a German privately held company that designs and sells filter technology for capturing microplastics at the source across consumer, commercial, and industrial applications. Its core technology is the GUPPYFRIEND Waschbeutel, a specialized washing bag that filters microplastic fibers released during machine washing of synthetic textiles, extended through a portfolio that includes washbasin filters, gully/drain filters, bucket filters, washbasin filters, insoles, cleaning cloths, luffa sponges, brushes, and a matching detergent. The company has scaled from a single consumer product into a platform spanning home laundry, professional sports facilities (VfB Stuttgart, VfL Wolfsburg, FC Augsburg, Borussia Mönchengladbach, FC Kiedrich), industrial laundries, municipal drainage, building cleaning, and hospitality (ahead Burghotel).

The business operates a hybrid go-to-market: a product-led, direct-to-consumer e-commerce motion via Shopify storefronts (guppyfriend.com, guppyfriend.us) with bundled sets, augmented by enterprise field sales for the B2B Professional Solutions segment that delivers customized filter installations and measurement/monitoring services. Additional revenue streams include professional consulting services for organizations seeking to measure and reduce microplastic emissions, an affiliate program (UPPromote), and an emerging dealer/retailer channel. The WALDSCHRAT sub-brand extends the company into bike and outdoor cleaning products. Pricing is not publicly disclosed, with some B2B items listed as 'Auf Anfrage' (on request), indicating quote-based sales for custom enterprise work.

The company collaborates with scientific institutes, environmental NGOs (Fashion Revolution Germany, The 2 Minute Foundation), and flagship brand partners such as Patagonia, and has earned the Deutscher Nachhaltigkeitspreis, the BSFZ Siegel, Sport Positive recognition, a DFB/DFL sustainability nod, the OutDoor by ISPO award, and the 2026 PETA Vegan Award in Fashion. Documented measurable impact includes VfL Wolfsburg capturing more than 500 kilograms of microplastics in 9 weeks using Guppyfriend gully filters, and the company has filed patents around its filter technology. Operations are headquartered in Germany with reach into Europe and the United States.

Name

Guppyfriend

Legal name

GUPPYFRIEND

Website

https://guppyfriend.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Guppyfriend is a German private company that designs and sells proprietary filter technology — anchored by the Guppyfriend washing bag — to capture microplastics from home laundry, sports facilities, industrial laundries, and municipal drainage, serving both consumers and enterprise customers in Europe and the US.

Ownership category

akta.pro rank

Product category

Microplastic Filtration Products

NAICS

Textile Bag and Canvas Mills (314910), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Care Accessories & Consumables (Dryer Sheets/Balls, Lint Rollers, Mesh Bags) (CRAJAAAL)

akta.pro secondary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

Keywords

• Microplastic filtration products
• Laundry wash bags
• Sustainable cleaning supplies
• Microfiber capture filters
• Industrial drain filters

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer E-commerce Sales: Direct-to-consumer sales of washing bags, cleaning products, and bundled sets through their online storefront. One-time purchase model for individual products.
2. B2B Professional Solutions: Customized microplastic filter solutions and installation services for businesses, sports clubs, hotels, and municipal facilities. Includes measurement and monitoring services.
3. Professional Services: Consulting and implementation services for organizations seeking to identify, measure, and reduce their microplastic emissions.
4. Affiliate Program: Partnership-based sales through affiliate marketing program for external partners promoting Guppyfriend products.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Guppyfriend designs, manufactures, and sells physical filter products that capture microplastic fibers released during washing and cleaning operations. The flagship is the GUPPYFRIEND Waschbeutel (Washing Bag) for household laundry, complemented by washbasin filters, bucket filters, sustainable cleaning accessories (sponges, brushes, cloths, detergent), and a separate GUPPYFRIEND PRO line of gully/drain filters and tailored installations for sports facilities, industrial laundries, municipalities, and building cleaning services.

Product overview

Guppyfriend is a consumer products company offering a platform of holistic microplastic pollution solutions centered around filtration technology. The core product is the GUPPYFRIEND Waschbeutel (Washing Bag), a mesh laundry bag that filters microplastic fibers released during machine washing of synthetic textiles. The product portfolio extends beyond laundry to include cleaning cloths, sponges, brushes, detergents, and specialized filters for washbasins and buckets. The company also offers a sub-brand (WALDSCHRAT) for bike and outdoor cleaners, and various bundled sets for gifting. For professional and enterprise clients, GUPPYFRIEND PRO provides tailored solutions for sports facilities, large-scale laundries, street drainage, and building maintenance, helping organizations identify microplastic sources and achieve sustainability targets.

Differentiator

Problem solved

Functional benefit

Brands

• WALDSCHRAT Bike & Outdoor Reiniger: Bike and outdoor cleaning product line

Products and services

• GUPPYFRIEND Waschbeutel (Washing Bag)

Quantifiable outcome

• 500+ kilograms of microplastics captured in 9 weeks by VfL Wolfsburg using gully filters

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• PatagoniaflagshipStrategic or Co-development PartnerPatagonia has partnered with Guppyfriend as part of their efforts to reduce the environmental footprint of their products. Patagonia's VP of Global Product Footprint, Matt Dwyer, has publicly endorsed Guppyfriend as an incredible partner in mitigating microfiber pollution. This represents a flagship sustainability partnership with a major outdoor apparel brand.
• VfB StuttgartcoreStrategic or Co-development PartnerVfB Stuttgart has implemented innovative Guppyfriend filter solutions in their sports facilities. The club's Corporate Sustainability Specialist Tobias Heizmann has highlighted the partnership as a concrete contribution to protecting the environment by stopping microplastics before they enter nature.
• VfL WolfsburgcoreStrategic or Co-development PartnerVfL Wolfsburg's Head of CSR Nico Briskorn reported that in just 9 weeks, Guppyfriend gully filters captured more than 500 kilograms of microplastics. This demonstrates significant measurable impact from the partnership.
• FC AugsburgcoreStrategic or Co-development PartnerFC Augsburg has partnered with Guppyfriend for filter installations at their facilities. Felix Jäckle from Strategic Projects & Sustainability noted that water protection is important for Augsburg's World Heritage Site, and Guppyfriend filters help achieve local environmental impact.
• Borussia MönchengladbachcoreStrategic or Co-development PartnerBorussia Mönchengladbach's Greenkeeping team uses Guppyfriend products and filters. Max Heinemann noted that avoiding microplastics is very important and simple tools can make a big difference.
• FC KiedrichminorStrategic or Co-development PartnerFC Kiedrich's Chairman Tom Rettig has partnered with Guppyfriend, emphasizing that waiting for new regulations is not an option when solutions already exist.
• ahead Burghotel & HSMAflagshipStrategic or Co-development Partnerahead Burghotel claims to be the first hotel in Germany to implement Guppyfriend solutions to reduce their microplastic footprint. Managing Director Jonas Mog highlighted the importance of acting on microplastic reduction without waiting for regulations.
• The 2 Minute FoundationminorGTM or Marketing PartnerThe 2 Minute Foundation's Communications Manager Georgie Shannon has endorsed Guppyfriend, describing the Guppy Bag as part of reclaiming personal power through sustainable choices.
• Fashion Revolution GermanyminorGTM or Marketing PartnerFashion Revolution Germany's Microplastic Expert Carina Bischof has publicly endorsed the Guppyfriend washing bag as essential for anyone who cares about microplastic issues.
• dariadéhminorGTM or Marketing Partnerdariadéh founder and CEO Madeleine Alizadeh has endorsed Guppyfriend as a must-have product for anyone concerned about microplastic pollution, providing influencer-style endorsement.
• LANGBRETTminorOthersLANGBRETT is referenced as a related company on Guppyfriend's website footer, suggesting a sibling or affiliated brand relationship.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Frosch: Frosch is a well-established German eco-friendly cleaning brand owned by Werner & Mertz. It competes in the same eco-conscious household cleaning category and represents a scaled incumbent alternative to Guppyfriend's sustainable cleaning product line.
• Ecover: Ecover is a major European eco-friendly cleaning and laundry products brand. It targets the same environmentally conscious consumer segment with established retail distribution and serves as a broader-scale incumbent in the sustainable cleaning category.
• Seventh Generation: Seventh Generation is a North American leader in eco-friendly household and laundry products. It competes with Guppyfriend's consumer cleaning line in the US market and represents a scaled incumbent in the sustainable cleaning category.

Regional players

• Sodasan: Sodasan is a German eco-cleaning brand producing organic-certified laundry detergents and household cleaning products. It competes in the same German eco-conscious consumer segment with overlapping Vollwaschmittel and cleaning consumable offerings.
• Klar Eco-sensitive: Klar is a German eco-cleaning brand offering laundry detergents and household cleaning products. It shares Guppyfriend's German eco-conscious consumer base and overlapping product categories including Vollwaschmittel and cleaning accessories.

Emerging players

• Bio-D: Bio-D is a UK-based eco-friendly cleaning brand offering laundry and household cleaning products. It is a smaller emerging player in the eco-conscious consumer cleaning space with overlapping sustainability positioning and product category.
• FiltaBio: FiltaBio develops biological and mechanical filtration solutions for microplastic removal in wastewater and industrial applications. It is an emerging player in the broader microplastic filtration space with partial overlap in industrial and municipal use cases.

Direct peers

• Sonett: Sonett is a German manufacturer of eco-friendly laundry detergents and cleaning products. It shares Guppyfriend's German market presence, eco-conscious consumer positioning, and product category overlap through Vollwaschmittel and complementary cleaning consumables.
• Cora Ball: Cora Ball is a direct competitor offering a microfiber-catching laundry ball used during washing machine cycles. It targets the same environmentally conscious consumer with a similar alternative-format product for capturing microplastic fibers from synthetic textiles.
• PlanetCare: PlanetCare makes external microfiber filters that attach to washing machines and is developing municipal-scale filtration solutions. It directly competes with Guppyfriend's consumer washing bag and is rapidly expanding into B2B and municipal applications, mirroring Guppyfriend's strategic expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/guppyfriend
• LinkedInlinkedin.com/company/guppyfriend

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 Guppyfriend