Cofion advised Marcel’s Green Soap on its sale to Altaïr Group, a French multinational and leading player in household cleaning products. The partnership will accelerate Marcel’s Green Soap’s international expansion into key European markets, including France, Spain, and Poland.
 
Founded in 2015 by Marcel Belt, Marcel’s Green Soap has grown into the largest eco-friendly cleaning brand in the Netherlands, known for its sustainable range of soaps, laundry detergents, and cleaning products. The company, which also owns the historic Driehoek brand, employs 17 people and generates annual revenues of approximately €15 million, with the majority of sales in the Dutch market.
 
Altaïr Group, renowned for its brands such as Starwax, Briochin, and Oro, provides Marcel’s Green Soap with the marketing and distribution power to enter major European retail chains like Carrefour and Mercadona. Founder Marcel Belt will remain actively involved as the company integrates into Altaïr’s platform, driving its ambition to become Europe’s leading sustainable cleaning brand.
 
Key Transaction Highlights
 

• Buyer: Altaïr Group (France)

• Seller: Marcel Belt (Founder and Owner of Marcel’s Green Soap)

• Target: Marcel’s Green Soap (including Driehoek brand)

• Sector: Sustainable cleaning & household products (FMCG)

• Revenue: €15M | Employees: 17

• Advisor to the seller: Onno Groeneveld (Cofion)

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Are you considering the sale of your business or exploring strategic M&A opportunities?
Contact Onno Groeneveld: onno.groeneveld@cofion.com