From Sustainable Startup to Six-Figure Sale: How Evercleaner Was Built for Impact and a Quick Exit

Evercleaner: The Sustainable Cleaning Brand That Sold for Six Figures

Most cleaning brands brag about shine. Evercleaner, though, made a name by removing over 1 million plastic bottles from the environment in less than three years. Started by Benjamin Seer and Casper Rogalla after quitting a previous breakfast subscription brand, Evercleaner set its sights on more than just profit. But as the business grew, the founders felt pulled in two directions. Here’s a breakdown of their rapid-growth, exit-focused story — and what you can copy.

Starting With a Mission and a Market Gap

After selling their first DTC business and building their media buying agency, Blitz Growth, Seer and Rogalla knew paid social and retail like the back of their hands. But something bugged them. "We were helping all these brands blow up online — none of them did anything serious for waste," says Benjamin. Their experience let them spot product-market fit quickly. Instead of single-use plastic, everything they created was refillable, compact, and shipped carbon-efficiently. The real hook? For every product sold, Evercleaner collected one plastic bottle from the ocean. Not a gimmick — they tracked and published their removal tally. That sort of proof was catnip for eco-minded shoppers.

Simple Products, Repeat Revenue, Real Impact

The Evercleaner offering wasn’t massive, but every SKU — from refillable spray bottles to zero-waste laundry strips and tablets — built recurring revenue. Customers returned again and again; the business bragged an 85% repeat rate and pulled 25% of revenue from subscriptions. They didn’t just sell online, either, but landed in respected Aussie retailers like Harris Farm. That social proof added trust, not just for buyers but for investors. Awards like Product Review Australia’s Best Home Care Brand in 2024 and 2025 were nice, too.

The Balancing Act: Agency Growth vs. Brand Growth

Evercleaner wasn’t floundering. It did $1,085,598 AUD in 2024, with about $158,000 profit. But both founders admitted it: their agency, Blitz, started pulling more of their focus, and it just fit their personal ambitions better. Trying to scale two fast-growth businesses at once meant something had to give. “Evercleaner had solid volume, but the profit margins were slim for the work. We’d rather double down where we fit long-term,” Benjamin said. Instead of putting their second business on autopilot, they plotted for an exit — and not just any sale. They wanted a fast, clean deal that didn’t tie them down post-sale.

Getting Ready to Sell: Flippa & The Fast Lane

Both founders already knew Flippa and had networked with their APAC business broker, Fiona Laidlaw, so they went direct. Fiona did the prep work — validating the price, filtering for serious buyers, screening for the operational know-how to run an Australia-based fulfillment operation. They set terms to prioritize full cash, a quick close, and a minimal handover.

Buyer interest popped almost immediately. Fiona, knowing what worked, filtered out the hobbyists and zeroed in on repeat buyers who could run Australian ecommerce at scale. Eventually, they got an offer from a prolific Flippa investor with 60+ prior business acquisitions, including several Australian shops — exactly the right experience level for a hands-off, no-nonsense deal.

Fast Results: Why The Sale Worked

The deal closed for $125,000 USD (approx $190k AUD at the time), about six weeks after signing an LOI. Hand-over was a mere two weeks, with just a short tail of light support. The founders could say no to profit-sharing or year-long earnouts because their numbers, social proof, and operational setup were clean and easy to verify. The acquirer had the right skills, and because the founders prepped for the exit months in advance, everything from docs to business process handoff moved fast.

How They Won: Lessons for Sellers and Eco Brands

• Sell while things are growing, not stalling. Multiple metrics — especially repeat revenue and customer loyalty — were rising when they listed. That made the business easy to market.
• Know your buyer type. Benjamin and Casper knew they couldn’t babysit a new owner for a year. They communicated this upfront, only entertaining hands-off acquirers.
• Start prepping before you’re desperate. All their financials and logistics documentation were clean when they went to list. No last-minute scrambling, no desperate discounting.
• Subscription revenue means recurring value. The 25% of sales from subscriptions made the business more attractive, as did the massive repeat customer base.
• Make your impact tangible. Publishing the ‘bottles collected’ tally wasn’t fluff — it gave the business a story regular media and future buyers loved to repeat.
• Build a flexible brand. Plans for US expansion, new product lines, and strategic retail deals might’ve required different founders — so they encouraged the buyer to explore those, post-exit.
• Don’t be afraid to prioritize your own time. The founders didn’t get sentimental or overvalue sweat equity. They made an honest assessment: the business is good, we’ve contributed, it’s time to move on.

Moving Forward: Life After Evercleaner

With Evercleaner in new hands, Benjamin Seer and Casper Rogalla could focus 100% on Blitz Growth, scaling their marketing agency and channeling fresh energy into helping other eCommerce products take off online. As for Evercleaner, the new owner laid out plans for international growth and more retail partnerships, pushing the mission further than the founders could alone.

Key Stats

• Annual Revenue (2024): $1,085,598 AUD
• Annual Profit: $158,000 AUD
• 1M+ plastic bottles removed from the environment
• 85% repeat customer rate
• 25% of revenue from subscriptions
• 36,000+ social media followers
• 33,000+ email subscribers
• Awarded Best Home Care Brand by Product Review Australia in 2024 & 2025

Conclusion

Evercleaner’s story shows that exits don’t require years of struggle or over-hyped valuations. Sell with your numbers up, build recurring revenue, and focus your impact story. Know what you want out of the next chapter — and prep your business to hand off smoothly at the right time.