Strong Remedies Against Mold
Interview with Andreas Alexander, CEO of GLUTOCLEAN Produktions GmbH
Whether in the bathroom, basement or bedroom – mold is more than just an aesthetic issue, as it often poses a health risk as well. GLUTOCLEAN Produktions GmbH from Hann. Münden specializes in mold removal: With a strong range of cleaning products for crafts and trade, it hits the nerve of the times. CEO Andreas Alexander explains in a conversation with Wirtschaftsforum why the pandemic and energy crisis even led to growth.
Wirtschaftsforum: Mr. Alexander, how has the company developed historically?
Andreas Alexander: Our parent company, PUFAS Werk KG, has been active in the market since 1928. The significant growth began in the 1980s through constant expansion of brand awareness and some targeted acquisitions. With the opening of borders in the 1990s, expansion to Eastern Europe was added - making us a significant player in the specialty retail sector and beyond.
Wirtschaftsforum: And how is the company positioned today?
Andreas Alexander: Today, we are well-connected and broadly positioned as a corporate group. GLUTOCLEAN Produktions GmbH is part of PUFAS Werk KG and within the group specializes in cleaning products - especially mold removers. I serve as the managing director at GLUTOCLEAN and am also responsible for the areas of Export and Digital Sales within the overall group. Our structures are closely interlinked: The various subsidiaries collaborate closely in production and distribution. This enables us to maintain a high level of flexibility and product quality – both domestically and abroad.
Wirtschaftsforum: What are your main products?
Andreas Alexander: We focus on specialty cleaners for demanding applications. Our bestseller is clearly our mold remover for both household and professional use. This topic has come into focus in recent years - not least due to external circumstances.
Wirtschaftsforum: What do you mean by that specifically?
Andreas Alexander: The pandemic was economically a growth driver for our industry. People spent a lot of time at home, started renovating - and encountered mold. During the energy crisis, less ventilation occurred, leading to increased mold infestation. Both developments have greatly increased the demand for our products.
Wirtschaftsforum: Who makes up your main target group?
Andreas Alexander: The focus is on professional painters. Our products are used directly at the construction site. They are mostly distributed via wholesale trade. Additionally, we serve other B2B channels with our sister brands.
Wirtschaftsforum: What markets do you serve internationally?
Andreas Alexander: Our export quota is about 30%. The most important foreign markets are Austria, France, Italy, Switzerland, Poland, and the Czech Republic. Additionally, we successfully supply customers in the CIS states such as Kazakhstan, Uzbekistan, and Tajikistan.
Wirtschaftsforum: How do you approach marketing?
Andreas Alexander: In addition to traditional trade fair presentations - such as at the BAU in Munich, the Farbe in Cologne or the Heimtextil - we are increasingly using digital channels. We particularly target the painting trade on Instagram and Facebook, where it is increasingly active.
Wirtschaftsforum: What role does sustainability play for GLUTOCLEAN?
Andreas Alexander: Sustainability is an important and ultimately indispensable topic for us – but in practical implementation, it is often a balancing act. While end consumers increasingly make environmentally conscious decisions, many professionals in crafts continue to use proven, high-performance products that are now only available through specialized trade. Therefore, we are developing sustainable alternatives and bringing them specifically into the market, but still keeping traditional formulations in our program. Especially with cleaning or mold removal products, not every ecological solution is automatically effective enough. Our goal is to offer suitable, reliable solutions for both sides.
European Business Forum: What are the challenges that currently occupy you most in your day-to-day business?
Andreas Alexander: Two issues are at the forefront for us: On one hand, we are feeling the impact of consumer reluctance, especially in the building materials market segment. Many end-users hesitate to make purchases, which directly affects our sales. At the same time, some of our commercial customers are struggling with economic difficulties - up to and including bankruptcy. This leads to changes and demands that we act flexibly and proactively. On the other hand, we are enormously burdened by the growing burden of bureaucracy. Especially in the chemical industry, we are confronted with a flood of new regulations - such as through CLP regulations, the Deforestation Law, or new packaging directives. On average, we need to implement two new legislative amendments each year. This not only means high costs but also immense personnel effort. From our perspective, the legislation regularly overshoots the mark - at the expense of the companies and ultimately the consumers.
European Business Forum: What are your expectations for the future?
Andreas Alexander: Assuming the economic situation stabilizes and there are no significant external influences, we look very optimistically into the future. We have a strong, experienced team, a broad and proven product portfolio, and are structurally well-positioned to continue to grow even in a demanding market environment.