When Willem van Ditzhuijzen introduced Briters laundry strips in the Netherlands, almost no one had heard of them yet. That was exactly the point. Briters started with one conviction: that cleaning can be smarter, cleaner and fairer, without compromising on performance or convenience. That small idea has since grown into a complete range of innovative household and personal care products, all developed and produced close to home.
A market ready for change
The cleaning products industry barely changed for years. Willem saw that as an opportunity. “The market is dominated by large players that don’t always put their best foot forward when it comes to the environment. I wanted to prove that it can be done differently — and better.” At Briters, sustainability is not a marketing story but the foundation of every product. “We show that a cleaner home and a cleaner planet go very well together with convenience and modern design.”
Innovating from within
It is not always easy, Willem admits. “It is an enormous challenge to find new ways that clean powerfully while also taking the environment into account and complying with all legislation.” Yet that approach delivers results he is genuinely proud of. The glucoside-based laundry concentrate was developed entirely in-house and does not yet exist in this form on the market. “It is a unique, powerful formula that we have put a great deal of time and passion into. The pump dispenser in particular is a real USP.”
From the Netherlands to Europe
The ambition is clear: making impact at scale. That means further developing the current range — from laundry strips and dishwasher tablets to SLS-free sprays and personal care products — and rolling out across the rest of Europe. The Locally Made quality mark fits well with that vision. “It is a wonderful recognition for the products we make. I think it is important that products are made locally again, and Locally Made puts that craftsmanship beautifully in the spotlight.”
Tip from the maker
For other makers, Willem has a message he puts into practice himself every day: “Dare to do things genuinely differently from the rest, and keep believing tirelessly in your own mission. Even when the established order looks the other way.”
Want to know more about Briters? Visit the website.
