CleanNew

What CleanNew does

CleanNew is a Brazilian-origin franchise network specializing in upholstery cleaning, sanitization, and fabric protection services. Founded in 2015 in Salvador, Bahia by CEO Fritz Paixão (formerly of physiotherapy background), the company originated as an Autoclean car-wash operation before pivoting to textile care. Its core technical offering is a registered, patented nanotechnology-based "Shielding" (Blindagem) system that waterproofs sofas, mattresses, and upholstery while preserving original fabric texture and color, claimed to extend furniture useful life by up to three times. Complementary service lines include UV-C environment sanitization (effective for up to 12 days), bactericidal deep-cleaning hygiene treatments (eliminating ~90% of allergen-causing agents), and leather hydration/revitalization processes.

The company commercializes exclusively through a franchise model, selling territory rights and proprietary chemical products to operators who deliver services at customer locations. Brazil franchise fees range from R$44,000 to R$140,000 depending on city size, with international master franchises priced from $50,000 to $250,000; working capital of approximately R$8,000 is required and reported payback is 10–12 months. CleanNew operates 38 units across 22 Brazilian states and master franchises in 12 countries spanning South America, North America, Europe, the Middle East, and Africa. Revenue streams combine one-time franchise fees, recurring royalties, and service-delivery transactions. The franchise is the most awarded in its sector, holding the ABF Senior International Seal for three consecutive years (2019–2021) and the 2022 Brazilian Franchise Oscar.

Revenue grew from R$150,000 in 2015 to R$2.5 million in 2016 following franchising adoption, with current annual revenue cited at approximately R$8 million across multiple sources. The franchise showed strong pandemic-era resilience, posting 95% growth in Brazil, 307% in Argentina, 33% in Colombia, and 63% in the United States during 2020 COVID disruption, and Colombia operations report up to 50% unit profitability. The company has publicly targeted R$25 million in revenue for 2021 as part of an ambition to become the world's largest specialized upholstery cleaning and shielding franchise.

Name

CleanNew

Legal name

CleanNew

Website

https://cleannew.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

CleanNew is a Brazilian-origin franchise network delivering nanotechnology-based upholstery cleaning, waterproofing shielding, UV-C sanitization, and leather revitalization services across 12 countries. It serves high-end residential customers, commercial clients, and vehicle owners through 38+ franchise units and master franchisees.

Ownership category

akta.pro rank

Product category

Upholstery Cleaning & Fabric Protection Services

NAICS

Carpet and Upholstery Cleaning Services (56174), Carpet and Upholstery Cleaning Services (561740)

SIC

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

akta.pro primary industry

Upholstery Cleaning (Sofas/Chairs/Mattresses) (HSAEAIAD)

akta.pro secondary industry

Upholstery Cleaning (Sofas, Chairs, Cushions) (HSAJAJAC)

Keywords

• Upholstery cleaning services
• Fabric protection systems
• Leather revitalization services
• Franchise network operations
• Nanotechnology textile treatment

Headquarters

HQ city

Sorocaba

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: CleanNew operates primarily as a franchise company. Franchisees pay upfront fees to join the network, with costs varying by region and market size.
2. Franchise Royalties: Ongoing royalties from franchise operations. Franchisees generate revenue from service delivery to end customers while paying ongoing fees to CleanNew.
3. Service Delivery Revenue: Revenue generated from upholstery cleaning, shielding, sanitization and leather revitalization services performed by franchisees at customer locations.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

CleanNew provides professional upholstery cleaning, sanitization and fabric protection services through a franchise network operating in 12 countries. The company's core services include nanotechnology-based Shielding (Blindagem) for waterproofing and extending furniture life by up to 3x, UV-C environment sanitization, bactericidal Hygienization, and Leather Upholstery Restoration, delivered on-site at customer homes, businesses, and vehicles.

Product overview

CleanNew is a franchise-based upholstery cleaning and shielding company offering four core services: CleanNew Shield (fabric waterproofing/protection using nanotechnology), UV-C Sanitization (environment disinfection using ultraviolet-C technology), Hygienization (deep cleaning with bactericidal agents), and Leather Upholstery Restoration (leather conditioning). The company operates primarily on residential and commercial upholstery (sofas, mattresses) and has expanded into vehicle upholstery (cars, boats, airplanes) and outdoor surfaces. The proprietary shielding formula is the company's primary differentiator, capable of extending furniture life by up to 3x while preserving original fabric characteristics.

Differentiator

Problem solved

Functional benefit

Products and services

• CleanNew Shield (Blindagem / Blindaje) Exclusive fabric protection and waterproofing service delivered on-site, using CleanNew's proprietary nanotechnology formulation that can extend upholstered furniture useful life by up to 3x while preserving original fabric texture and color. Applied to sofas, mattresses, chairs and other upholstered surfaces for residential and commercial customers.
• UV-C Sanitization (Sanitização UV-C / Desinfección UV-C) Environment disinfection service using CleanNew's UV-C germicidal technology: a high-frequency lamp emits ultraviolet-C radiation that disintegrates the DNA of mites, fungi, bacteria and viruses, keeping treated environments sanitized for up to 12 days. Offered to residential and commercial customers.
• Hygienization (Higienização) Deep cleaning service for upholstered furniture using a powerful bactericidal agent that revives fabric while eliminating approximately 90% of allergy-causing agents such as fungi and bacteria, positioned as going beyond aesthetic cleaning to address health and wellness.
• Leather Upholstery Restoration (Revitalização de Estofados de Couro) Periodic leather care service featuring a deep hydration process that reaches the deepest layers of leather fabric, revitalizing appearance and preventing dryness and irreversible cracking, delivered on-site for residential and commercial customers.
• Vehicle Upholstery Services (Carros, Barcos, Aviones) On-site upholstery cleaning and protection service for vehicles, extending CleanNew's shielding and sanitization technology to automotive, marine and aviation upholstery (cars, boats and airplanes).
• Outdoor Flooring (Pisos Exteriores) Cleaning service for outdoor surfaces and flooring, extending CleanNew's cleaning and sanitization capabilities beyond interior upholstery.

Quantifiable outcome

• Extends upholstery useful life by up to 3 times
• +6 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Chemical Industry PartnercoreOthersPartnership with a chemical industry that provides the unique proprietary product used in CleanNew's shielding service. Product preserves fabric color and texture while providing waterproofing protection.

Scale indicators10 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• ChemDry: ChemDry is a large international carpet and upholstery cleaning franchise with proprietary hot carbonating extraction technology. It is comparable to CleanNew as both operate franchise-based specialty cleaning models targeting residential and commercial upholstery customers with differentiated cleaning methodologies.
• Stanley Steemer: Stanley Steemer is one of the largest US carpet, tile, and upholstery cleaning franchises. It is comparable to CleanNew as both focus on professional deep cleaning and fabric protection services for residential customers, with a franchise-led delivery model.
• COIT Cleaning & Restoration Services: COIT is a US-based specialty cleaning franchise offering carpet, upholstery, drapery and tile cleaning services. It is comparable to CleanNew as both operate franchise networks specializing in fabric/upholstery cleaning for residential and commercial customers.
• ServiceMaster Clean: ServiceMaster Clean is a major commercial and residential cleaning franchise system operating across multiple cleaning verticals. It is comparable to CleanNew as both franchise-based cleaning service brands serving residential and commercial customers with standardized cleaning processes.
• Molly Maid: Molly Maid is a residential home cleaning franchise with international presence including franchised territories. It is comparable to CleanNew as both operate international franchise networks delivering home cleaning services to residential customers through a franchise-led home-service model.
• Servpro: Servpro is a large US-based restoration and cleaning franchise specializing in fire, water, and mold damage cleanup. It is comparable to CleanNew as both operate franchise networks delivering on-site cleaning and sanitization services to residential and commercial customers.

Direct peers

• Oxi Fresh Carpet Cleaning: Oxi Fresh is a US carpet cleaning franchise that has expanded into upholstery cleaning using a proprietary low-moisture cleaning technology. It is directly comparable to CleanNew as both franchise networks differentiate on proprietary cleaning technology and target residential upholstery customers with a recurring service model.
• Zerorez: Zerorez is a US carpet and upholstery cleaning franchise using a proprietary water-based cleaning process without harsh chemicals. It is directly comparable to CleanNew as both leverage patented/proprietary cleaning technology to differentiate franchise services in the residential upholstery market.

Emerging players

• Fibercare (FiberShield/Fabric Protection Specialists): Fabric and upholstery protection specialists offering Scotchgard-type application services for residential and commercial furniture. Comparable to CleanNew as both focus on fabric protection (shielding) as a premium add-on service that extends furniture life and is sold as part of a cleaning/protection package.

Regional players

• Dr. Clean (Limpeza de Estofados): Dr. Clean is a Brazilian upholstery cleaning franchise offering home-service sofa, mattress, and carpet cleaning. It is comparable to CleanNew as both Brazilian franchise networks target residential customers with professional upholstery cleaning services delivered on-site.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqG7IPWtKGJ-zZPflf8Kqpg
• Facebookfacebook.com/cleannewbrasil
• LinkedInlinkedin.com/company/cleannew-franchise
• Instagraminstagram.com/cleannew
• TikToktiktok.com/@cleannew.oficial

Compliance4 records

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 CleanNew