In an era where e-commerce reigns supreme, one company has emerged as the epitome of innovation and growth in the cleaning industry, defying traditional retail norms. ACTIVE, the fastest growing cleaning brand in the United States, has made a name for itself not through the aisles of big-box retailers, but through a direct-to-consumer model that caters to the preferences of the digital age. Founded by Jacob Seltz and Steven Renn, ACTIVE’s journey from a single laundry detergent product to a behemoth in the cleaning sector is a testament to the power of strategic vision and consumer-focused innovation.
How ACTIVE Got Started
After selling their previous companies Turbo Mops and Swedish Wholesale to an investment group called Thrasio in the summer of 2021, Seltz and Renn didn’t want to stop there. They noticed an opportunity in the cleaning products industry to create products that matched what younger people value and how they like to shop.
This vision led to the start of ACTIVE clean. The company quickly grew its product line beyond just one item to include many cleaning supplies for laundry, appliances, and general household use.
ACTIVE was able to surpass sales of well-known older brands like Tide and OxiClean when it came to online sales by doing this. This showed that new brands can make a big impact even in established markets.
A Revolutionary Approach
Retail stores made products seem valuable based on how they looked rather than what was actually in them for a long time. These products were often in big sizes and looked nice but didn’t contain much besides water and fillers.
ACTIVE did the opposite – they focused on making concentrated products with high-quality ingredients. This provided real value to customers while also being better for the environment and cost-effective in terms of shipping and storage.
This new approach worked well for younger customers like Millennials and Gen Z and has led to a following on Facebook, Instagram and other socials like Tiktok. These generations prefer shopping online and care about getting authentic, sustainable products.
ACTIVE’s founders designed their brand specifically for these customer preferences since they are from the same generation. They used social media and customer feedback to build a community of loyal buyers.
Impressive Growth and a Firm Stance
ACTIVE’s growth has been truly remarkable. The company made over $100 million in sales in less than three years. ACTIVE stuck to their values instead of being tempted to sell through stores for more exposure.
Co-founder Steven Renn explained that their direct connection to customers is extremely valuable when asked why they avoided selling in retail stores. He said the insights and feedback they get from customers are more useful than anything a retail partnership could provide. No store could match that direct customer relationship.
The Future of ACTIVE and the Cleaning Industry
ACTIVE’s unique way of doing business could have a big impact on the cleaning industry and how people buy cleaning products. The company’s emphasis shifts to online direct-to-customer sales over traditional retail avenues challenges the conventional operational model.
If ACTIVE continues to be successful, other cleaning brands may follow their example. This could push companies to create more concentrated, higher-quality products like ACTIVE does.
ACTIVE’s approach is appealing to younger customers who prefer shopping online over going to physical stores. Their preferences could drive bigger changes across the cleaning product industry to be more online and direct-to-consumer focused as these generations get older and have more buying power.
ACTIVE’s different business model has the potential to disrupt the traditional way cleaning products are made, marketed and sold. Their success could inspire broader changes in how companies approach making and selling cleaning supplies in the future.
Conclusion
ACTIVE’s story shows that truly understanding your customers and sticking to your vision can lead to amazing success. ACTIVE stands out as a trailblazer as the retail world keeps changing rapidly. They prove that you can build a very loyal customer base and create a brand that goes against the normal way of doing things by directly connecting with customers and offering quality products.
ACTIVE isn’t just cleaning up messes – they’re dominating the market by not following traditional retail expectations and focusing on newer generations’ desires. Their approach is disrupting the entire industry.
