Frey

Frey is a consumer laundry care brand that sells eco-conscious cleaning products directly to consumers through its own online store. Its catalog spans ultra-concentrated liquid laundry detergent, laundry detergent sheets, dryer sheets, fabric softener, scent booster and stain remover, offered in a set of signature fragrances (including Bergamot Beach, Cedar Grove, Jasmine Meadow, Amber Forest, Citrus Breeze and Pacific Coast) as well as fragrance-free versions. Products are positioned as plant-based, vegan and cruelty-free, and free of dyes, parabens, phthalates, phosphates, bleach and toxic chemicals; the detergent sheets are described as plastic-free, lightweight and compact.

The company's liquid laundry products are manufactured and shipped from an office and fulfillment center just outside Detroit, Michigan, which the company says employs more than 100 workers. Orders are shipped within one business day from the Michigan facility. Listed retail prices start at $20.00 for laundry detergent sheets and $25.00 for the ultra-concentrated liquid detergent, with dryer sheets, fabric softener and scent booster at $15.00 each.

Business model

Direct-to-consumer sales of laundry care consumables via the company's e-commerce site, with per-unit and multi-variant product offerings and free shipping on orders over $75.

Product sales of laundry detergents and related laundry care items priced from $15.00 to $25.00 and up per item.

Traction

The company cites over 500,000 customers who have switched to its products and more than 10,000 five-star reviews (elsewhere on its site, over 5,000 five-star reviews), and states it employs over 100 workers at its Michigan facility.