Most punters won’t miss the smell of chlorine and ammonia - but those kinds of chemicals are ruthlessly efficient at removing grime. It could fit its first order for Woolworths Australia - enough sachets to mix 400,000 bottles of cleaner - into just two shipping containers.Ĭleanery also pushes that its cleaners contain only plant and mineral extracts. The model uses 99 per cent less plastic than conventional rivals, Cleanery claims. Its founders say this model makes it much more efficient - and a lot better for the planet - for them to make and ship large volumes from Avondale, with just an eight-person team. To use it, you tip it into a spray bottle (which they’ll sell you too, if you don’t BYO) then add water. Sorensen and Brade recently hired a North American sales director.Ĭleanery’s main selling point is that it sells its cleaning products as a powder, in a sachet. Next up is a push into the US, with a presence on Amazon confirmed, and talks with players in the “naturals” market that includes the likes of Wholefoods and Sprouts. Now, they are in 2000 supermarkets across Australasia, including Coles and Woolworths stores across the ditch. Their cleaning product was in six stores. This time last year, husband-and-wife co-founders Mark Sorensen and Ellie Brade had just raised $2.3 million in seed funding.
If an FMCG startup can be marked by its distribution then Cleanery is, well, cleaning up.
