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klæny

Delivering sustainable household goods, direct to your doorstep

Last Funded July 2023

€361,868

raised from 64 investors

Highlights

1
⚡️ 2.4mil EUR revenue 2021 (up from 1.7mil EUR): We’re one of Europe’s leading household D2C brands
2
🥰 Our customer base has grown to over 150,000
3
🤝 Net Promoter Score of 60 (eCommerce average is 40): Customer would recommend our products
4
🆙 Our average subscriber value (LTV) is more than 85 EUR with almost 2000 active subscriptions

Our Team

Our passion for sustainability and our belief that everyone should have access to eco-friendly household products that are both affordable and high-quality.

Pitch

We have a cleaning problem!

The biggest and hardest challenges we are facing right now are plastic, water and air pollution.

  • Every minute, one million plastic bottles are purchased worldwide.
  • By the end of this century, marine areas 2 ½ the size of Greenland could exceed ecologically risky thresholds for microplastic concentrations.
  • The number of marine microplastics will increase 50-fold.

Klæny for a greener home.

We make innovative cleaning tabs that dissolve in tap water in a 100% recycled plastic bottle, competing with expensive and unsustainable conventional cleaning products. klæny tabs are completely biodegradable and free of microplastics. We also offer detergents, soaps, and body care products based on the same principle.

Open the bottle, put the tab in, done - that should be and remain the principle. Convenience is our benefit. We help customers live a cleaner, more sustainable life. You can save up to 94% CO2 emissions and a lot of packaging waste by switching to klaeny.

Klæning with an impact: strong and proven track record

Our concept is proven: In the first year (2020) we reached 1.7mil EUR in revenue. Within one year, we significantly increased our sales figures by over 68.50 % in 2021 to around 2.4mil EUR. Since 2022 we’re moving our focus towards profitability and are growing at even more healthy rates.

  • 2020 - 2021 we significantly increased our sales figures by over 68.50 % in 2021 to around 2.4mil EUR, concentrating on our customer base establishment.
  • 2022 we focused on adding more products to our portfolio.
  • 2023 we are working on our profitability
  • 2024 and onward, we will grow sustainably

The biggest enabler for healthy growth is the focus on existing customers. We achieve this by improving our products, launching additional product lines, and acquiring the body care products of Levy&Frey.

Numbers speak for themselves

With a 3-month customer retention rate of over 7%, we increased the ratio by more than 60% compared to the previous year. This means that customers who bought within the last three months are convinced of the quality of our products and buy again.

We are tackling a massive market

Competiton

With the tabs, we opened a new market segment: This works as an entry point to penetrate the customers with our portfolio.

Our community loves us!

A Net Promoter Score above 0 is good, 20 is great and 50 is amazing – Klæny’s NPS is 60!

We always strive for a perfect customer experience and listen to their feedback. That's why we are very proud of our outstanding customer happiness. The Net Promoter Score or promoter surplus is a key figure that measures the extent to which consumers would recommend a product or service.

And so does the Press!

Our Team

Join us!

We want to make it easy for everyone to access sustainable household products. This fundraise will enable us to continue to expand our range of products and enable our customers to use klæny products for ALL their daily needs. With a huge success in increasing retention + gaining new subscribers, we’re excited to continue building klaeny and making the world more sustainable.











Overview