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Our mission
Altaïr is reinventing cleaning and maintenance to care for the home, people and the planet. Driven by our mission statement, – To share our passion for cleaning – we develop solutions that combine efficiency, responsibility and respect for ecosystems.
With the help of our iconic brands, we offer a comprehensive range of products to clean, improve and care for your home as part of everyday life. Our ambition: to reduce our environmental footprint, inform and rally our partners, and provide our employees with an inclusive, stimulating setting to build a cleaner and more sustainable future together.
Here at Altaïr, we believe it is possible to reconcile economic performance, industry standards and corporate responsibility. Supported by iconic brands including Starwax, Briochin, Marcel’s Green Soap and K.pro, our trademark encapsulates our group pledge: ‘Clean. The right way.’: to offer effective and authentic cleaning solutions that care for the planet. Our ambition is clear: to make Altaïr the leader in Europe for cleaner, safer and more sustainable household cleaning.
Étienne SACILOTTO CEO
Our brands
9 stellar brands for a spotless and sustainable home. Each and every one of our brands enables us to offer solutions which combine performance and rigour with a limited impact on the planet. Conceived with today’s consumer in mind, our brands incorporate technical know-how, authenticity in the formulas and a commitment to corporate responsibility.
Renowned for their performance, our brands are leading names in their respective markets in France and Europe. Underpinned by an ecodesign approach, they reflect our vision of modern, responsible and forward-looking household products.
Enter into the world
of our brands and discover what makes them unique, innovative and responsible
Our pledges
Our claim: to combine performance, authenticity and a positive impact. Here at Altaïr, we believe it is possible to reconcile high standards, authenticity and environmental awareness. This is why we develop solutions that take care of the home without compromise between performance and responsibility through our iconic brands such as Starwax, Briochin and Marcel’s Green Soap.
Our ambition: to contribute to creating a more sustainable way of life by offering products that improve everyday living but that also care for our environment. Because a clean home begins with informed choices.
Learn about
our pledges for a positive and sustainable impact
International reach
Operating in 45 countries already, the Altaïr group is continuing on its worldwide trajectory for growth by building a network of subsidiaries in Poland, Belgium, the Netherlands and Spain, and of strategic partners in Europe and beyond.
Our ambition: to offer tried and tested solutions on new markets, whilst fulfilling our pledge for a cleaner, safer world.
6 subsidiaries and 3 factories
amongst our 45 distributor countries
And multichannel
In a constantly evolving market, our company relies on a multichannel distribution strategy, designed to ensure greater accessibility to our products whilst meeting the specific expectations of each type of consumer.
As such, our products can be found on key distribution channels:
Specialised networks
that place value on product expertise and personal consultation
Digital channels
that offer flexibility, quick response times and permanent availability
This diversified set-up is testament to our desire to ensure a strong presence throughout the buying process, combining sales performance with proximity to our customers. Our multichannel presence is a key strategic lever in supporting the growth of our brands and increasing the satisfaction of our partners.
Production plants
Our industrial know-how and commitment to excellence constantly drives us to invest in cutting-edge technologies to be able to offer a wide range of increasingly targeted solutions.
Today, this wide array of technology located across our three production plants grants us a high level of control over the processes and an exceedingly high standard.
Étienne Sacilotto
CEO
Hugues Del Pino
Executive Director of Operations
Julien Delesalle
Administrative and Financial Director
Orianne Perreaux
Managing Director – Digital commerce BU
François-Xavier Apostolo
Sales Director / Managing Director – Harris Briochin BU
Stanislas Baudry
Managing Director – Brunel BU
Anibal Ayala Viegas
Managing Director – Oro Brands BU
Armel Delebarre-Debay
Managing Director – Altaïr East BU
Barend den Heijer
Managing Director – Green Soap Company BU
Key figures
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Altaïr: a century of innovation and commitment serving contemporary living
1913, visionary beginnings
In 1913, Raoul Renaud made the first hand soap in Saint-Brieuc in Brittany, laying the foundations for a legacy of excellence. This novel product was presented at the Brest trade show, where it won first prize for its exceptional quality. And so the BRIOCHIN brand came to be, synonymous with authenticity and performance.
1946, the Starwax momentum
Guy and Roger Brunel founded STARWAX, an iconic brand created to fill a niche in the market for wood care and treatment products, first rolling out a special wax. Distributed in local hardware stores, this innovative product even then demonstrated commitment to practical and sustainable solutions.
1966, innovation inspired by nature
With their discovery of plant-based pyrethrin in Kenya, the Brunel brothers paved the way for a range of natural insecticides, giving rise to the K.PRO brand. In parallel, the ORO brand was revolutionising the Spanish market with the very first insecticide spray.
1975, reinventing laundry care
In a major innovation, ORO rolled out a solution that dissolves washing powder deposits in washing machines, fortifying their position as market leader for household cleaning and maintenance products.
2005, expertise in home renovation
SINTO joined the company, bringing with it new expertise to the group: specialised and long-lasting repair solutions with formulas perfectly adapted to work on any surface to be repaired, including wood, iron and stone.
2010, an international group was born
The founding of the Altaïr group marked a decisive turning point in the history of the company, uniting iconic brands under a common vision: innovation, quality and respect for the environment.
2011, a tribute to tradition
To celebrate 65 years of STARWAX, the STARWAX THE FABULOUS range was launched. Inspired by products of the past, this range lets consumers put together their own household cleaning recipes, showcasing the brand’s traditional and sustainable expertise.
2017, international expansion
Altaïr continued on its path to growth, acquiring the OROBRANDS company, a Spanish company based in Valencia and founded in 1955, renowned for their insecticides, detergent and household cleaning and maintenance products.
2020, an iconic Spanish brand
Altaïr consolidated its presence on the Spanish market, acquiring the washing-up liquid brand MISTOL, a historical name in the industry since 1953. Over the years it had become one of Spain’s iconic washing-up liquid brands.
2021, a new chapter with Eurazeo
Eurazeo’s entry as a majority shareholder marked a strategic turning point for the group. That year the BRIOCHIN company and the brand TENN joined the group, consolidating Altaïr’s portfolio
2022, expansion and diversification
Altaïr continued to grow, acquiring the brands CROC’ODOR and IBA PARIS thus consolidating its position as leader in the cleaning and maintenance market.
2024, the environmental commitment
Green Soap Company joined the Altaïr group. Founded in 2016 in the Netherlands, the company manufactures household cleaners, laundry detergents, fabric conditioners, dishwashing products, soaps and shower gels through 2 brands: MARCEL’S GREEN SOAP and DRIE HOEK. All the company’s brands are vegan, at least 95% biodegradable, sold in plastic-free packaging or in 100% recycled plastic, and are for the most part refills. This company is an addition that is in complete alignment with our values and causes.
