Society Brands Acquires DTC Sustainable Cleaning Brand Cleanomic

Society Brands, a tech-enabled consumer products company, has acquired Cleanomic, a DTC maker of sustainable products including laundry detergent and kicthen and bathroom cleaners. The company has also acquired air purifier company Clarifion.

 

These latest acquisitions culminate in 11 companies to date, representing more than $100 million in top line revenue annually, according to Society Brands. It acquired Primal Life Organics in January. Other brands added are: Club EarlyBird, Capsule Supplies, Barnesmith, Power Theory and Wolf Tactical, among others.

 

The acquisitions, officials said, align with Society Brands' strategy of acquiring companies that not only sell on marketplaces, but mostly on Shopify. Officials at Society say having a healthy channel mix is “crucial” to ensure a strong relationship with the customer.

 

“Their team has done an incredible job of building great brands,” said Michael Sirpilla, cofounder and CEO at Society Brands. “We remain true to identifying and acquiring strong brands with a loyal consumer following that have built a thriving e-commerce revenue base. Not only are the brands perfect for our portfolio, but we are adding more than 30 talented team members as a result of this transaction. Together as a unified group, I'm confident we will take both brands to the next level.”

 

A majority of Society's revenue comes from direct-to-consumer through Shopify, with a minority of sales coming from e-commerce marketplaces in addition to some wholesale. 

 

“We are projecting to see Society Brands' growth accelerate considerably in 2024,” said Sirpilla. “The acquisitions of Clarifion and Cleanomic, just a month removed from partnering with Primal Life Organics, is just the beginning.”

 

Sirpilla added he’s “extremely bullish” about the future given the company’s financial position, having grown $0 to $100 million in revenue in less than two years with a “significant” increase in profitability” projected for 2024. 

 

Clarifion is a direct-to-consumer company that offers a line of air ionizers and purifiers.
 

Offering convenient alternatives to everyday single use plastic home goods, Cleanomic offers a variety of sustainable products for laundry, cleaning, kitchen and bathroom use. Since inception, the direct-to-consumer company has gone global with more than 100,000 customers who align with the brand's mission for a “planet-friendly” home. Aside from offering single products, Cleanomic has successfully marketed its products in bundle formats as well as on a subscription model ensuring delivery of relevant household products every three months.

Household Cleaning Brands Keep Pace with Consumer Demand for Sustainable Solutions