Woollahra
Woollahra Group is a 100% Indigenous-owned Australian company that manufactures and distributes cleaning chemicals, janitorial supplies, and workshop consumables under the Surekleen brand to major mining houses, contractors, facility service providers, and state and local governments across Australia.
- Company typePrivate
- Founded2019
- HeadquartersMalaga, Australia
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Woollahra does
Woollahra Group is a 100% Indigenous-owned Australian manufacturing and distribution company headquartered in Malaga, Western Australia, that supplies cleaning chemicals, janitorial and hygiene products, paper consumables, workshop supplies, and procurement services to large enterprise and government customers. The company operates through an integrated distribution model anchored by a dedicated chemical manufacturing facility (Surekleen Chemicals at 9 Agett Road, Malaga) plus a warehouse and distribution point at 112 Mulgul Road, Malaga, supporting reliable DIFOT (Delivered In Full On Time) performance to remote mining and construction sites. Its proprietary Surekleen brand spans commercial cleaning chemicals, industrial chemicals (degreasers, disinfectants, dust suppressants, workshop chemicals), and a closed-loop dispensing product line, with the flagship Surekleen Dusty product using bio-derived Australian lignosulfonate for dust suppression and road stabilisation. The company also distributes third-party brands including Kimberly-Clark, Diversey, Challenge Chemicals, Huhtamaki, Rosche, and Waddi.
The company addresses five primary verticals: Mining & Resources (major mining houses including Rio Tinto), Civil Construction (Tier-1 contractors), Facilities Management (facility service providers), Government & Education (state and local government, schools, prisons), and Commercial & Hospitality. Go-to-market is a direct enterprise field sales motion targeting long-term supply partnerships, complemented by a Shopify-based self-serve e-commerce storefront for smaller orders. Pricing is unit-based with volume breaks and weight-based freight at checkout. Woollahra is a panellist on the WA Government CUAOFP2023 panel and a WALGA preferred supplier for janitorial and chemical products, holds Supply Nation, IBIR, and WA Aboriginal Business Directory certifications, and operates two sustainability programs (SureCycle closed-loop drum recycling diverting 7.5 tonnes of plastic annually, and Camps to Communities soap recycling with Soap Aid). Founded by Chris Schmid (a Mandandanji man from Queensland), the company is led by Managing Director Schmid, CEO Sam Smith (ex-Colgate Palmolive), and a senior team including former Goldman Sachs and ASX-listed multinational experience.
Woollahra firmographics
Firmographics- Name
- Woollahra
- Legal name
- Woollahra Group
- Website
- https://woollahragroup.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Woollahra Group is a 100% Indigenous-owned Australian company that manufactures and distributes cleaning chemicals, janitorial supplies, and workshop consumables under the Surekleen brand to major mining houses, contractors, facility service providers, and state and local governments across Australia.
- Ownership category
- akta.pro rank
Woollahra industry classification
Industry- Product category
- Industrial Cleaning Chemicals
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)
- SIC
- Specialty Cleaning, Polishing And Sanitation Preparations (2842), Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Laundry & Textile Care Chemicals & Supplies Distribution (CRAOAGAI)
- akta.pro secondary industry
- Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)
Keywords
Where Woollahra is headquartered
LocationHeadquarters
- HQ city
- Malaga
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Woollahra business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Chemical Product Sales: Manufacturing and distribution of cleaning chemicals, industrial chemicals, janitorial supplies, and dust suppression products under the Surekleen brand. Products are sold in various sizes (5L, 10L, 20L, 205L, 1000L) to commercial and industrial customers. Revenue generated through product margins on manufactured and distributed goods.
- Distribution and Procurement Services: Integrated distribution model supplying chemicals, janitorial products, paper consumables, workshop supplies, and procurement services to large organisations. The company simplifies complex supply chains and delivers competitive pricing, serving as a long-term supply partner rather than a transactional vendor.
- Janitorial and Hygiene Product Distribution: Distribution of paper consumables, hand hygiene products, washroom solutions, and associated janitorial supplies. Supplies major mining houses, facility service providers, government departments, schools, prisons, and commercial venues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing per unit across product range |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Woollahra product offering
Product offeringCore offering
Woollahra Group manufactures and distributes its proprietary Surekleen brand of commercial and industrial cleaning chemicals, janitorial and hygiene consumables, workshop supplies, paper products and dust suppression solutions to large organisations across mining, civil construction, facilities management, government, education and commercial venues. The company operates an integrated distribution and procurement model with an Indigenous-employed procurement team, plus a direct-to-consumer e-commerce storefront.
Product overview
Woollahra Group is a 100% Indigenous-owned Australian distribution and manufacturing group that operates primarily as a chemical products company. Its core product offering centres on the Surekleen brand of cleaning chemicals, which spans two main sub-brands: Surekleen Commercial Chemicals (for facilities management, contract cleaning, government, healthcare, and hospitality) and Surekleen Industrial Chemicals (for mining, civil construction, and heavy industrial applications). Key products include Surekleen Dusty (a bio-derived dust suppressant using lignosulfonate), the Surekleen Closed Loop Dispensing Chemical range, and specialised industrial products such as Black Jack Remover, Quickbreak Degreaser, and Fuel Kleen. Beyond chemical manufacturing and distribution, Woollahra operates two notable sustainability programs: SureCycle (a bottle recycling program that diverts 7.5 tonnes of plastic from landfill annually) and Camps to Communities (a soap recycling initiative with Soap Aid). The company also distributes third-party brands including Kimberly-Clark, Diversey, Challenge Chemicals, Huhtamaki, Rosche, and Waddi.
Differentiator
Problem solved
Functional benefit
Brands
- Surekleen: Surekleen manufactures a comprehensive range of high-performance commercial and industrial cleaning chemicals, including degreasers, disinfectants, dust suppressants, and workshop chemicals for facilities management, mining, civil construction, and industrial applications.
Products and services
- Surekleen Commercial Chemicals Comprehensive range of high-performance commercial cleaning chemicals for professional use across facilities management, contract cleaning, government, healthcare, hospitality and industrial environments. Sold through the Surekleen online catalogue in multiple pack sizes.
- Surekleen Industrial Chemicals Industrial and workshop chemicals for mining and civil construction including heavy-duty degreasers, oil and grease removers, plant washdown chemicals, parts-washer and maintenance cleaners, floor/concrete/hard-surface cleaners, equipment/fleet/asset cleaning solutions and site-specific custom-formulated industrial products.
- Surekleen Dusty Dust Suppressant Bio-derived dust suppression and road stabilisation system using Australian lignosulfonate (a naturally derived polymer extracted from lignin during pulp and paper manufacturing). Performs three functions on unsealed surfaces: binds fine particles, reduces moisture loss, and stabilises road surfaces. Used in mining, civil construction, quarrying and industrial operations.
- Surekleen Closed Loop Dispensing Chemicals Concentrated cleaning chemicals for closed-loop dispensing systems across commercial, industrial and hospitality environments, including Everkleen, Reodor Plus, Sure Clear, Sure Sol, Gleam, Supa Kleen Extra, HG Disinfectant and Sure Active No Rinse Sanitiser. Ensures precise dilution, reduces waste and enables safer chemical handling.
- Surekleen Black Jack Remover Specialised product designed to remove bitumen, tar and heavy oils from surfaces. Formulated from plant-derived solvents and surfactants for a more environmentally friendly approach compared to traditional solvent-based removers.
- Surekleen HG Disinfectant High-grade concentrated disinfectant designed for commercial, industrial and healthcare environments that effectively eliminates bacteria, viruses and mould for infection control and hygiene maintenance.
- Surekleen Quickbreak Degreaser Highly effective water-based degreasing solution designed for heavy-duty industrial applications.
- Surekleen Body Kleen Premium all-in-one body and hair wash for commercial, industrial and hospitality environments. Features mild surfactants with skin-conditioning agents, pH-balanced formulation and fruity fragrance for frequent use in workplace showers, gyms, mine sites and accommodation facilities.
- Surekleen Sure Power Non-alkaline, solvent-free, water-based degreasing detergent for hand or machine-washing of equipment and assets.
- Surekleen Kleenslip Asphalt Release Agent Specialised surface treatment designed to reduce material adherence on exposed working surfaces in roads and construction applications.
- Surekleen Fuel Kleen Advanced fuel system conditioner designed to maintain and protect both gasoline and diesel fuel systems.
- Surekleen Hand Kleen Heavy-duty industrial hand cleaner designed to effectively remove grease, dirt and grime. Contains surfactants and biodegradable exfoliating beads (E-Spheres) for deep cleaning in industrial and workshop environments.
- Surekleen Foam Wash Gentle, foaming hand wash designed for frequent use in commercial and industrial settings.
- Surekleen Palm Soft Premium liquid hand wash with skin-friendly ingredients and balanced pH, containing frangipani fragrance for gentle everyday use.
- Surekleen Squeeky Kleen Concentrated dishwashing liquid formulated to cut through tough grease and grime for commercial kitchens and industrial settings.
- Surekleen Dish-o-Matic Low-foaming alkaline detergent formulated for use in automatic dishwashers.
- Surekleen Sure Wash Laundry Liquid Laundry detergent liquid for commercial and industrial laundry operations.
- Surekleen Lime Disinfectant Biodegradable general-purpose disinfectant and cleaner formulated to effectively control bacteria, with eucalyptus-based formulation.
- Surekleen Toilet Kleen Thickened, highly active Phosphoric Acid cleaner and sanitiser for toilet and bathroom applications.
- Surekleen Gel Kleen Chlorine-based, high-foaming gel cleaner developed for professional use in bathrooms.
- Surekleen Lime & Calcium Remover High-performance acidic cleaner formulated to remove limescale and calcium buildup.
- Surekleen Zipp Crème Cleanser Cream cleanser for tough cleaning applications in bathroom and kitchen environments.
- Surekleen Everkleen High-performance, fragrance-free cleaner and disinfectant with quaternary ammonium compound for commercial, industrial and domestic environments. Non-corrosive, biodegradable and phosphate-free.
- Surekleen Everkleen Plus Multi-purpose cleaner and disinfectant designed for effective cleaning and sanitisation of hard surfaces.
- Surekleen Multi Purpose Cleaner Highly effective, pH-neutral general-purpose cleaner formulated for a wide range of hard surfaces including floors, walls, countertops and tiles.
- Surekleen Sure Solve Non-caustic decarbonising agent designed for tough carbon buildup in commercial kitchen equipment including ovens, grills and fryers.
- Surekleen Sure Clear Water-based window and glass cleaner with excellent non-smearing qualities and easy wipe-off characteristics. Non-toxic and biodegradable.
- Surekleen Phoskleen Powerful phosphoric acid-based descaler formulated to remove hard water scale and lime buildup.
- Surekleen Oven Kleen Oven cleaning product for commercial and industrial kitchen applications.
Quantifiable outcome
- SureCycle diverts 7.5 tonnes of plastic from landfill per year
- +4 more outcomes
Companies that use Woollahra
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
Woollahra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Woollahra partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- SodexocoreSodexo is a key facility management partner in Woollahra's Camps to Communities bar soap recycling program. Sodexo teams on the ground at mining sites collect and return soap waste. Together they won the 2026 Market Maker in Sustainability Award and the 2026 Rio Tinto Environmental Sustainability Award.
- Soap AidcoreSoap Aid is a charitable organisation that collects used bar soap from mining accommodation sites (via Woollahra's collection and return program), recycles and purifies the waste soap, and creates new hygiene bars distributed to remote Indigenous communities that lack access to basic hygiene solutions. Key partner in the Camps to Communities initiative.
- Murlpirrmarra ConnectioncoreMurlpirrmarra Connection is a not-for-profit organisation dedicated to creating educational pathways for Indigenous students. Woollahra partners with Murlpirrmarra Connection through the Tennis Day event (280+ students attended), supporting Indigenous youth development and education-to-employment pathways.
- MaardaminorMaarda is an Aboriginal-owned business. Woollahra partners with Maarda to strengthen Indigenous supply chains through the purchase of new products, supporting Indigenous business development.
- SurekleencoreSurekleen is Woollahra's own proprietary brand of cleaning chemicals. Woollahra manufactures and distributes the Surekleen range including commercial cleaning chemicals, industrial chemicals, and dust suppressants. Trusted brand alongside Kimberly-Clark, Diversey, Challenge Chemicals, Huhtamaki, Rosche, and Waddi.
- Kimberly-ClarkminorKimberly-Clark is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
- DiverseyminorDiversey is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
- Challenge ChemicalsminorChallenge Chemicals is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
- HuhtamakiminorHuhtamaki is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
- RoscheminorRosche is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
- WaddiminorWaddi is a trusted brand distributed by Woollahra Group alongside the company's own Surekleen range.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Woollahra competitors and assessment
Company assessmentBroad incumbents
- Zep Inc. US-based manufacturer of cleaning and maintenance chemicals for industrial, institutional, and commercial markets with Australian distribution. Comparable product portfolio (degreasers, disinfectants, sanitation goods) and serves overlapping verticals including facilities management and government.
- Diversey (Solenis): Global cleaning, sanitation, and hygiene chemical manufacturer with a substantial Australian presence serving FM, hospitality, healthcare, and industrial customers. Woollahra distributes Diversey-branded products alongside its own Surekleen range, making it both a partner and broader-market incumbent.
- Kimberly-Clark Professional: Global manufacturer of professional hygiene, cleaning, and washroom products (wipers, paper, soaps, dispensers) distributed to FM, mining, and government customers. Woollahra distributes Kimberly-Clark brands alongside its own chemicals, making it a major adjacent incumbent in the same accounts.
- Bunzl plc: Global distribution group operating cleaning, hygiene, and safety supplies businesses across multiple geographies. Parent/peer of Bunzl Australia and a comparable broader incumbent in the cleaning chemicals and janitorial distribution market.
- Bunzl Australia: Major Australian cleaning, hygiene, and workplace supplies distributor serving FM, hospitality, healthcare, mining, and government. Represents the scale distribution competitor Woollahra is building against, with deeper product breadth and national logistics.
Direct peers
- Jasol (Jalco Group): Leading Australian cleaning, hygiene, and sanitation chemical manufacturer serving facilities management, healthcare, hospitality, and industrial customers. Directly comparable to Woollahra's Surekleen range in product scope, customer segments, and Australian market focus.
- Agar Cleaning Systems: Australian manufacturer and supplier of commercial cleaning chemicals, dishwashing, and laundry products with a strong distribution footprint across FM and hospitality. Comparable to Woollahra on product mix (cleaning chemicals, laundry, janitorial) and target customer verticals.
- ChemSpec Australia: Australian specialty chemical manufacturer and distributor serving industrial, mining, and commercial cleaning customers. Comparable to Woollahra in its blend of proprietary manufacturing plus third-party distribution and its industrial/mining customer focus.
- Challenge Chemicals: Australian manufacturer of commercial and industrial cleaning chemicals with a focus on janitorial, sanitation, and food-service applications. Woollahra already distributes Challenge Chemicals alongside its own Surekleen range, making it the closest head-to-head competitor and portfolio comparable.
Emerging players
- Ecozyme: Australian manufacturer of biotechnology-based, eco-friendly cleaning products targeting industrial, commercial, and facilities customers. Comparable to Woollahra's bio-derived positioning (e.g., Surekleen Dusty lignosulfonate technology) and shared emphasis on ESG-aligned cleaning solutions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Woollahra social profiles
Digital presenceWoollahra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Woollahra leadership team
Management profileNumber of profiles
Profiles6 records
Woollahra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Woollahra 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 Woollahra
What does Woollahra do?
Woollahra Group manufactures and distributes its proprietary Surekleen brand of commercial and industrial cleaning chemicals, janitorial and hygiene consumables, workshop supplies, paper products and dust suppression solutions to large organisations across mining, civil construction, facilities management, government, education and commercial venues. The company operates an integrated distribution and procurement model with an Indigenous-employed procurement team, plus a direct-to-consumer e-commerce storefront.
Is Woollahra a public or private company?
Woollahra is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Woollahra founded?
Woollahra was founded in 2019. It employs 1 to 10 people.
Where is Woollahra based?
Woollahra is headquartered in Malaga, Australia, in the Oceania region.
How does Woollahra make money?
Three revenue lines are on record. Chemical Product Sales are the primary driver. The others are distribution and Procurement Services and janitorial and Hygiene Product Distribution.
Who are Woollahra's main competitors?
Broad incumbents on record are Zep Inc., Diversey (Solenis), Kimberly-Clark Professional, Bunzl plc and Bunzl Australia. Direct peers are Jasol (Jalco Group), Agar Cleaning Systems, ChemSpec Australia and Challenge Chemicals. Ecozyme is listed as an emerging player.
Does Woollahra have an API?
No public API is recorded for Woollahra.
What industry is Woollahra in?
Woollahra's product category is Industrial Cleaning Chemicals. Its primary akta.pro industry code is CRAOAGAI, Laundry & Textile Care Chemicals & Supplies Distribution, with a secondary code of CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers). Its NAICS code is 32561 and its SIC code is 2842.