It is not mandatory for detergents and polishes to list all ingredients on the packaging, but Seepje now makes precise measurements on its own site. known what is in the all-purpose cleaner. In addition, also in an advertisement in the Volkskrant, the explicit request to other companies to also make an all-purpose cleaner that consists entirely of natural ingredients.
According to Gabrielse, there is no question of a marketing stunt. Seepje wants to achieve that many more consumers use sustainable detergent, washing powder, all-purpose cleaner and hand soap. He is also not afraid that Seepje will be supplanted by major players: “Seepje is a distinctive brand and there is a special loyalty among consumers.”
–
–
In his plea that other companies should also make sustainable detergents and polishes, he refers to the recent IPCC Climate Report of the UN. “It would be crazy if we don’t take that to heart. Do we have to wait until the climate crisis is knocking on the door so hard that it is actually much too late”, Gabrielse wonders. Together with childhood friend Melvin Loggies, he founded Seepje nine years ago.
‘No more excuses for competitors’
According to Gabriëlse, large companies have much more R&D capacity to also make a product that consists entirely of natural ingredients. “But it’s not happening. Now they have no excuse that they can’t make it.”
Seepje’s advertisement in the Volkskrant. The text continues below:
–
–
For Seepje, all-purpose cleaner is only a relatively small product. It became known for sustainable detergent and in the corona crisis, sustainable hand soap also became a major product for the company.
Turnover up 54 percent in 2021
Last year, Seepje sold a total of 4.7 million euros in sustainable detergents and polishes, according to Gabriëlse. Compared to giants such as Unilever and Procter & Gamble, the company is therefore small, but it is growing fast. Last year, sales even increased by 54 percent, he says. He expects growth to be somewhat lower this year, around 30 percent. “On average, our turnover is growing by 40 to 50 percent per year.”
We are not making a profit yet, says Gabrielse. The emphasis is still on growth in turnover. It also makes a difference that Seepje has two sustainable investors for whom a sustainable transition is also more important.”
–
–
Germany and Belgium
Seepje products are now not only available in stores in the Netherlands, but also in Belgium and Germany. The Netherlands is still the most important market for Seepje, about 70 percent of the turnover comes from there. But it is growing faster in Belgium and Germany, also because it is at a lower level. There is still a lot of potential, especially in Germany, thinks Gabriëlse. This is not only due to the size of the market, but also because many consumers there often think sustainably.
Now about 20 percent of the turnover comes from Germany, but in the short term the Netherlands will remain the most important market, Gabrielse thinks, because there is still a lot of ground to be gained here.
–
–
Not for sale
Besides the recipe for the all-purpose cleaner, Seepje also has the ingredients for the other products on the site. “And if competitors ask for it, they can also get the exact composition,” says Gabrielse. But he says they haven’t asked about that yet.
He and Loggies still own a ‘significant’ majority of the shares of Seepje, according to Gabriëlse. A few years ago, the Vegetarian Butcher was bought by Unilever. But the shares in Seepje are not for sale, he says. If one of the major competitors were interested, they could also acquire the brand and the employees, but according to Gabriëlse that is ‘not an issue’ at the moment.
–
–
