The Story of Sinituote
The story of Sinituote is more than just a tale about making cleaning tools. It’s about a family who has steadfastly held onto their values while growing a company they acquired over 30 years ago into the largest cleaning tool manufacturer in the Nordics and the beloved, respected SINI brand.
Ilkka Brotherus walked through the doors of a slightly worn factory and looked around. It was February 1988 in Kokemäki. He had just sealed the deal, marking a new chapter for a family business that had begun in the 1940s. The Brotherus family was now the new owner of Sini-Tuote Oy.
The purchase included product rights to a small range of cleaning tools and a few plastic machines. The cleaning tool selection was relatively limited, and there was no in-house production yet, so the large factory space was shared with several other companies. The busy production of grills had just come to an end.
The beginning wasn’t easy. Ilkka Brotherus sometimes wondered if the purchase had been a good idea after all. The recession was affecting everyone, and there was a lot of work to do with the new company.
However, Ilkka had a strong vision of high-quality cleaning tools made in Finland for Finnish homes, produced as sustainably as possible. The old Sini-Tuote had manufactured a variety of home products, but under Ilkka’s leadership, it was decided that Sinituote would be known for its cleaning tools.
Ilkka was very fond of the previous owner family's idea of attaching multiple different mops and scrubbers to the same handle. It was sustainable and made perfect sense in every way. "We don’t want to sell anything unnecessary to clutter up people’s homes," Ilkka often said.
The SINI System, therefore, has deep roots in Finnish cleaning history.
"A company should provide value to society beyond just profit for its owners"
– Ilkka Brotherus
From the very beginning, it has been important for the Brotherus family to keep production in Finland as much as possible. When the Kokemäki factory was purchased in the mid-1990s, it was completely renovated. Since then, in-house production has been actively developed. This is essential for keeping the Kokemäki and Akaa factories vibrant and competitive.
Finnish people recognized high-quality cleaning tools: SINI quickly became a beloved and respected brand among Finns. Behind the rapid growth, in addition to developing in-house production, were the bold steps taken by Sinituote under Ilkka’s leadership. Through acquisitions, Sinituote gained new expertise, and the product range significantly expanded during the early years of operation.
In 2018, the mop was passed on from father to daughter when Johanna Hamro-Drotz took over as CEO from her father. The long-time collaborators decided it was the right time for a change.
For Johanna, a career at Sinituote was not a given, and she first earned her stripes elsewhere, even backpacking around the world, including Africa. It just so happened that Johanna took the initiative to first handle the export of Kungs snow shovels and later the marketing of SINI cleaning tools.
The family’s shared values have always guided Sinituote’s actions, so it was a strong foundation for the daughter to build upon, created by her father Ilkka. However, Johanna had a clear vision of the direction she wanted to take the company.
Under Johanna’s leadership, Sinituote has ambitiously elevated product development to a new level and made entirely new strides. A great example of this is the world’s first eco-labeled cleaning agent tablets, which have revolutionized Finnish cleaning. Sinituote has also begun to export its products more boldly beyond the borders of Finland.
"I want to prove that a more sustainable way of operating is possible -even in everyday home products -and can even be more economically viable."
– Johanna Hamro-Drotz
What does Ilkka Brotherus see now when he visits the Sinituote factory? The founder of Sinituote is still actively involved and is always warmly and respectfully welcomed. Ilkka tends to walk around the factory, greeting everyone and asking how they are doing. In Kokemäki, where there used to be just a few plastic machines, there are now dozens of plastic and brushing machines, as well as self-built assembly lines that facilitate the work.
Production remains firmly rooted in Finland: approximately 80 percent of SINI cleaning tools are manufactured in Kokemäki and Akaa. Ilkka's strong values continue to be the cornerstone of the family business led by Johanna even today.
Sinituote 35 Years - Milestones
1988: Ilkka Brotherus acquires the cleaning tool production and name of Sini-Tuote.
1992: The Kokemäki factory property and production also transfer to the new ownership of Sinituote.
1993: The entire production equipment of Sandor Plast AB is purchased from Sweden, doubling the manufacturing capacity of the Kokemäki factory.
1998: Sinituote acquires the traditional Swedish brush factory Kungsborsten AB, moving all production to the Kokemäki factory. Economic brushes begin to be sold under the SINI brand.
1998: Sinituote starts manufacturing car brushes in Kokemäki under the KUNGS brand.
2002: Ilkka Brotherus is named Businessman of the Year.
2003: Sinituote acquires the Swedish Rörets Industrier AB, expanding its product range to include clothing care products.
2005: The dust bag factory Oy Scan Dust Ab is acquired as part of the group.
2011: Sinituote is awarded Brand Builder of the Year.
2017: Sinituote acquires VS-Harja Oy, based in Akaa.
2018: Sinituote celebrates its 30th anniversary.
2018: Johanna Hamro-Drotz becomes CEO of Sinituote.
2020: Sinituote receives the National Entrepreneur Award from the Finnish Entrepreneurs.
2020: VS-Harja becomes part of Sinituote.
2021: The SINI Pro brand is launched.
2022: SINI cleaning tablets are launched.
2023: For the first time, SINI cleaning tools are sold in physical stores outside Finland as some of Sweden’s largest retail chains add SINI products to their selection.
2023: The 35th anniversary of Sinituote.