The story of the toilet brush
The world’s first toilet brush was invented back in 1932, so almost 100 years ago. We all know it and it fulfills a practical task, but unfortunately also has several disadvantages regarding good hygiene and for many it has a bad image.
Until a few years ago, no development had taken place on the motor itself, namely the cleaning head. The only area that has continuously changed is the external design of the holder, so even though the exterior has in some cases been beautifully designed, it is still the well-known brush that is used as the cleaning head.
Until a few years ago…
The story about Sanimaid
Stig Brammer Knudsen founded Sanimaid back in 2016 and the following year the first version of the bristleless toilet brush was introduced at the houseware fair in Chicago and won the prestigious GIA award for best new cleaning product.
The idea for the bristleless toilet brush came from Stig. He has previously invented a patented product which he has sold to a large international company on royalty, so he knew about developing innovative products and how to secure patent and design rights.
This time, however, he wanted to be managed the sales and marketing himself and create his own brand.
Since the introduction, a lot has happened. Several new patented cleaning products have been added, such as the entire Stainremover series, and today Sanimaid is not only sold on the domestic market in Denmark, but can also be found in 20 other countries, from the USA to Japan and Korea.
In Denmark, you can meet products from Sanimaid in many places, from private homes to places such as a hotel, restaurant and even in the hospital.
Our values
Our focus area is to create better products to improve hygiene and image in the bathroom. We will ensure this with smart and innovative solutions and products, which at the same time should make everyday life easier for the user.
Our vision is to become the preferred Brand when choosing cleaning products for the bathroom and we will ensure this through innovation and focus on 3 core areas – better hygiene, better sustainability, and better image.
Better Hygiene:
Good hygiene is essential for a good indoor climate in both private homes and public toilets. Our innovative solutions such as water-repellent materials and less spread of water and bacteria, as well as a wall-mounted toilet brush, so you can easily clean around the toilet, are examples of this.
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Better sustainability:
Sustainability is not just a word for us. The 2 most important areas that make a difference are that our products are made from up to 100% recycled material and that the materials and quality mean that the products last longer and therefore do not have to be replaced on an ongoing basis, such as a toilet brush with bristles.
Better image:
Good design can make a difference. The toilet brush has a function to clean after using the toilet, but since it is a permanent part of the toilet equipment, it must also invite you to use it. With our different designs, you always find one that fits into the bathroom, regardless of whether it is to be floor-standing or wall-mounted version, and with a drip-free toilet brush, you avoid old water in the holder, which improves the general image of the toilet brush.