Making natural cleaning a seamless part of everyday home life
Västerbottenssåpa ("Såpa") is a Sweden-based cleaning brand offering a complete range of natural soaps and household cleaning products made from recycled oil. The brand has built a loyal customer base on the back of its honest ingredients, strong sustainability philosophy, elegant designs and a product that simply works. Having great success with its own webshop, Såpa is now expanding into Swedish retail and other Nordic countries, bringing its natural cleaning philosophy to a broader audience.
"From our beginnings in Vilhelmina, our mission has always been to prove that cleaning doesn’t have to come at the expense of the environment. Partnering with Vendis is a natural next step for us; their deep understanding of consumer brands will allow us to stay true to our roots while bringing our sustainable heritage to households across Europe."
Sara Idenfors, Founder & CEO
Investment rationale
- Leading brand in an attractive sustainable home care segment, driven by consumers' desire for a clean home without harsh chemicals
- Authentic, founder-led brand with elegant design and natural credentials — highly differentiated in a market dominated by chemical-heavy incumbents
- Attractive unit economics with strong repeat rates, emerging subscription base, and best-in-class marketing efficiency
- Strong retailer pull with ample whitespace ahead
- Circular business model that is safer for both people and planet, riding regulatory and consumer tailwinds
Growth Strategy
- Build an omnichannel platform by continued scaling in D2C supplemented by a growing retail presence across Sweden
- Leverage proven D2C capabilities to expand internationally, starting with the Nordics
- Continue the development of the product assortment, focussing on every day needs of the end-user
- Strengthen the organization with key hires and continued investment in production capacity