What Schoonmakend Nederland does

Schoonmakend Nederland is a Dutch trade association (branchevereniging) founded in 1984, headquartered in 's-Hertogenbosch, that represents approximately 500 entrepreneur members in the professional cleaning and window-washing industry. Its members collectively generate 70% of the total turnover of the Dutch cleaning market and employ around 120,000 workers covered by the sector-wide collective labor agreement the association negotiates with trade unions FNV and CNV. Approximately 70% of members are small and medium-sized enterprises.

The association's core offerings center on five functions: (1) political lobbying and representation to the Tweede Kamer, Ministry SZW, VNO-NCW, and MKB-Nederland; (2) negotiation of the schoonmaak- en glazenwassersbedrijven CAO; (3) administration of the Keurmerk Schoon quality certification; (4) knowledge dissemination through a kennisbank, seven specialist platforms (Vloeronderhoud, Reconditionering, Onderwijs, Hotel, AWOG/Glas & Gevel, Food & Industry, Jong Schoonmakend Nederland), the Glans podcast, and member events; and (5) group purchasing benefits on fuel, absence management, and insurance. Supporting digital tools include the Ontdek de Schoonmaak careers portal, the Werkwijzer Ziekteverzuim absence guide, the Visuele Modelarbeidsovereenkomst visual employment contract (launched June 2026), the Werkprogramma Schone Basisschool with PO-Raad, and the Wassteel Timer App for window cleaners.

The revenue model is membership-fee based (subscription recurring), with approximately 500 entrepreneur members. Distribution is via direct field sales through regional account managers (West, South, North/East/Midden) and a dedicated Dutch-language digital hub. The association operates solely in the Netherlands and does not develop proprietary technology products; its competitive position rests on its statutory bargaining role, 40-year brand history, the Keurmerk Schoon certification, and deep stakeholder relationships across labor unions, government, education councils (PO-Raad, VO-Raad), insurance (Verbond van Verzekeraars), and knowledge institutes (RAS, NIVRE, Tauw).

Name

Schoonmakend Nederland

Legal name

Schoonmakend Nederland

Website

https://schoonmakendnederland.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Schoonmakend Nederland is a Dutch trade association representing approximately 500 cleaning and window-washing entrepreneur members that collectively generate 70% of Dutch cleaning market turnover and employ 120,000 workers covered by its negotiated CAO. It delivers advocacy, certification (Keurmerk Schoon), knowledge platforms, and group purchasing benefits.

Ownership category

akta.pro rank

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees: Schoonmakend Nederland generates revenue through annual membership fees from approximately 500 cleaning and glass-washing entrepreneurs. Membership provides access to advocacy, cao negotiation, the Keurmerk Schoon certification, knowledge resources, and group purchasing discounts on fuel, absence management, and insurance.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Schoonmakend Nederland is the Dutch trade association for the professional cleaning and window-washing industry. It represents approximately 500 member companies in collective labor, regulatory, and policy matters, and offers member services including the Keurmerk Schoon quality mark, sector platforms, training, advisory services, and group purchasing benefits.

Product overview

Schoonmakend Nederland is a trade association for the professional cleaning industry in the Netherlands, not a technology product company. Their offerings consist primarily of industry platforms, certification programs, knowledge resources, and professional tools. The core offerings include: the Keurmerk Schoon certification program for quality assurance; Ontdek de Schoonmaak career platform; specialized sector platforms (Vloeronderhoud, Reconditionering, Onderwijs, Hotel, AWOG/Glas en Gevel, Food & Industry, Jong Schoonmakend Nederland); practical tools like the Werkprogramma Schone Basisschool, Werkwijzer Ziekteverzuim, and Wassteel Timer App; and advisory services such as the Verzuimdesk. They also produce content through the Podcast Glans. The organization focuses on member services, industry advocacy, training, and standards development rather than commercial technology products.

Differentiator

Problem solved

Functional benefit

Products and services

• Schoonmakend Nederland Membership Annual membership in the Dutch trade association for professional cleaning and window-washing companies, providing sector representation, advocacy, and access to member services.
• Keurmerk Schoon Recognized quality certification mark for professional cleaning companies, used to demonstrate service quality and compliance to clients and stakeholders.
• Ontdek de Schoonmaak Career and recruitment platform promoting employment in the professional cleaning industry to job seekers and member companies.
• Verzuimdesk Advisory service helping member cleaning companies manage employee absenteeism, supporting compliance with Dutch labor and illness policies.
• Wassteel Timer App Mobile app providing timer functionality to support window-washing professionals in measuring work time.
• Glans Podcast Podcast produced by Schoonmakend Nederland featuring content and discussions relevant to the professional cleaning industry.

Quantifiable outcome

• Members represent 70% of total market turnover in the Dutch cleaning sector
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• PO-Raad (Primary Education Council)coreStrategic or Co-development Partner · 1 January 2023Schoonmakend Nederland collaborated with the PO-Raad and Ruimte-OK to develop a work program (werkprogramma) and 'norm schone basisschool' (clean school standard) for primary schools, based on RIVM hygiene guidelines. This partnership positions Schoonmakend Nederland members as preferred providers for educational institution cleaning.
• Ruimte-OKcoreStrategic or Co-development Partner · 1 January 2023Ruimte-OK co-developed the 'norm schone basisschool' (clean school standard) with Schoonmakend Nederland and the PO-Raad, based on RIVM hygiene guidelines, to improve school cleaning quality and hygiene outcomes.
• Modint and VSRminorStrategic or Co-development Partner · 1 January 2023Schoonmakend Nederland co-authored the 'Whitepaper Duurzame Vloer' (Sustainable Floor whitepaper) with Modint and VSR, published October 2023, focusing on the importance of planned carpet maintenance.
• Platform Vloeronderhoud (Floor Maintenance Platform) MemberscoreStrategic or Co-development PartnerThe Platform Vloeronderhoud brings together specialist floor maintenance companies including Aalbers, MDS Tapijt- en Meubelreiniging, CSU, Nieuw Leven Facility Groep, Alpheios, Perfect Vloerenonderhoud, DuoFort, Progenta, Asito, Gom, and others. The platform develops sustainability standards (e.g., stopping polymer treatment of Linoleum floors by 2027), sets qualification standards, and coordinates knowledge sharing on sustainable floor care including LCA research.
• Platform Reconditionering (Reconditioning Platform) MemberscoreStrategic or Co-development PartnerThe Platform Reconditionering unites companies active in recovery after fire, storm, and water damage (calamiteitenreiniging). Key members include Nivo Noord, Dolmans, and Belfor (Nederland). The platform coordinates Calamiteiten Plan Reconditionering Nederland (CPRN) and works with stakeholders including NIVRE, Verbond van Verzekeraars, Stichting Salvage, and insurance companies.
• Platform Onderwijs (Education Platform) MemberscoreStrategic or Co-development PartnerThe Platform Onderwijs includes cleaning companies active in school cleaning across PO/VO/MBO/HBO/universities: Breedweer Facilitaire Diensten, Vebego Cleaning Services, NIVO Noord, Schoonmaakbedrijf Victoria, and others. The platform collaborates with PO-Raad, VO-Raad, Ruimte-OK, and OCW on hygiene standards for educational institutions.
• RAS (Kennisinstituut Schoonmaakbranche)coreStrategic or Co-development PartnerRAS (the knowledge institute for the cleaning sector) collaborates with Schoonmakend Nederland on training, qualifications, and the interactive 'Werkwijzer ziekteverzuim' (absence management guide). RAS develops occupational health and safety tools, training standards, and educational frameworks for the sector, including the Basisvakopleiding Specialistisch Vloeronderhoud.
• NIVRE (Nederlands Instituut van Register Experts)minorStrategic or Co-development PartnerNIVRE is a key stakeholder in the Calamiteiten Plan Reconditionering Nederland (CPRN), collaborating with Schoonmakend Nederland on the Platform Reconditionering to set standards for fire/storm/water damage recovery operations.
• Verbond van Verzekeraars (Dutch Insurance Association)minorStrategic or Co-development PartnerThe Verbond van Verzekeraars collaborates with Schoonmakend Nederland on 'Duurzaam Schadeherstel' (sustainable damage repair) in the insurance chain, alongside NIVRE, as part of the Platform Reconditionering initiative.
• VNO-NCW and MKB-NederlandminorStrategic or Co-development PartnerSchoonmakend Nederland collaborates with VNO-NCW and MKB-Nederland on resilience/business continuity initiatives, including the publication of a 'Handreiking weerbaarheid voor bedrijven' (resilience guide for businesses).
• FNV and CNV (Trade Unions)coreStrategic or Co-development PartnerSchoonmakend Nederland serves as the employers' negotiating party alongside trade unions FNV Schoonmaak and CNV in the cao-onderhandelingen (collective labor agreement negotiations) for the schoonmaak- en glazenwassersbranche, covering approximately 120,000 workers.
• Stichting SalvageminorStrategic or Co-development PartnerStichting Salvage is a stakeholder in the Calamiteiten Plan Reconditionering Nederland (CPRN), collaborating with Schoonmakend Nederland through the Platform Reconditionering on standards for emergency damage recovery operations.
• CVG (Commissie Veiligheid Gevelonderhoudsinstallaties)coreStrategic or Co-development PartnerCVG is a consultative body of inspection agencies, advisors, suppliers, and Schoonmakend Nederland that discusses safety regulations for facade maintenance installations/gondolas. Schoonmakend Nederland represents window-washing companies' interests within CVG.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MKB-Nederland: MKB-Nederland is the Dutch association representing the interests of small and medium-sized enterprises. Given that 70% of Schoonmakend Nederland's members are SMBs, MKB-Nederland is a structurally comparable SMB-advocacy counterpart with overlapping policy work but much broader sector scope.
• VNO-NCW: VNO-NCW is the Dutch confederation of industry and employers, of which Schoonmakend Nederland is an indirect affiliate. It is comparable as a lobbying/employer-representation body and as a partner on broader resilience and SME initiatives, but operates across all sectors rather than specializing in cleaning.
• ISSA – Worldwide Cleaning Industry Association: ISSA is the largest global cleaning-industry association, spanning manufacturers, distributors, and service providers across 100+ countries. It is comparable to Schoonmakend Nederland as a sector umbrella body, but at vastly larger scale and with a global rather than national scope, functioning as a broad incumbent in the same space Schoonmakend Nederland occupies at the country level.
• AWVN (Algemene Werkgeversvereniging VNO-NCW): AWVN is the Dutch general employers' association that negotiates collective labor agreements across many sectors. Its core function — CAO negotiation and labor-conditions advisory — directly mirrors Schoonmakend Nederland's most important statutory role for the schoonmaak- en glazenwassersbranche, making it a functionally aligned broad incumbent.

Others

• RAS (Kennisinstituut Schoonmaakbranche): RAS is the Dutch knowledge institute for the cleaning sector that develops training, occupational health and safety tooling, and qualification standards in close partnership with Schoonmakend Nederland (including the joint Werkwijzer Ziekteverzuim). It is not a competing trade association but an enabling ecosystem partner in the same Dutch cleaning value chain.

Direct peers

• European Cleaning & Facility Services Industry Association (EFCI): EFCI is the Brussels-based European federation that aggregates national cleaning-industry employer associations. It is the closest structural peer to Schoonmakend Nederland: both function as recognized employer-side bargaining and lobbying bodies for the professional cleaning sector, and Schoonmakend Nederland is a member through which the Dutch voice is represented at EU level.

Regional players

• UK Cleaning & Support Services Association (CSSA): The CSSA is the UK trade body for the cleaning and support services industry, performing an analogous employer-representation and lobbying role in a different national jurisdiction. Its structure, CAO-equivalent (Wage Council) engagement, and member-services orientation map closely to Schoonmakend Nederland, making it a relevant regional peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SchoonmakendNed
• YouTubeyoutube.com/user/osbvideo
• Facebookfacebook.com/SchoonmakendNed
• LinkedInlinkedin.com/company/branchevereniging-schoonmakend-nederland

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Schoonmakend Nederland