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Born in Santa Catarina, Ecoville accelerates expansion and wants to increase revenue with new service fronts, autonomous laundries, and equipment rental, while preparing the brand to go beyond traditional resale.
Ecoville started by selling cleaning products in vans and today speaks of a much more ambitious goal: reaching about R$ 160 million in revenue by 2026. The change comes with the company surpassing 300 franchises and expanding its focus on services, laundries, and professional cleaning.
Leading this turnaround is Cristiano Corrêa, who started as a franchisee of the brand, became the main operator of the network, and today runs the company as CEO. According to Exame, the network earned R$ 123.7 million in 2025 and wants to grow about 30% this year.
The plan is not just about opening more stores. The idea is to transform the units into service centers, with new sources of revenue for franchisees and an operation less dependent on the traditional sale of cleaning products.
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From the van to the command of the network
Founded in 2007 by brothers Leandro and Leonardo Castelo, Ecoville started with a door-to-door model, with sales made in vans. Over time, the company entered franchising and gained ground in the Brazilian cleaning market, especially in the South and Southeast regions.
Corrêa joined this story in 2016, when he opened a unit in Itapema, on the coast of Santa Catarina. The store became the main franchise of the network for four consecutive years and caught the founders’ attention.
Before that, he had a career far from entrepreneurship. Born in Santa Cruz do Sul, in the interior of Rio Grande do Sul, he served in the Army, graduated in mechanical engineering, and worked for more than a decade in the tobacco industry, as well as having worked at Caloi.
Services become Ecoville’s new bet
The big turnaround came with the decision to expand the portfolio. In addition to domestic and professional cleaning products, the network started offering professional cleaning, equipment rental, autonomous laundries, and more recently, a line aimed at pools.
Corrêa states that the strategy seeks to increase the franchisee’s revenue and strengthen the brand. Instead of relying solely on resale, Ecoville wants each point to have more than one revenue stream.
The merger between the brand’s operation and Vertex, a company he created in 2018 for cleaning and maintenance services for condominiums, gave rise to Ecoville Facilities in 2024. It was this branch that helped open space for the new format within the network.
New pool line already has a target of R$ 6 million
The latest novelty is the entry into the pool market. The company launched its own line for water treatment and surrounding cleaning, with an expectation to generate R$ 6 million in sales for the network by the end of this year.
According to Corrêa, the demand arose within the stores themselves, where many customers were already looking for this type of product. Manufacturing is done by industrial partners, while the formulations belong to Ecoville.
The move reinforces the attempt to expand the portfolio without relying solely on opening new units. The company wants to increase the relevance of existing stores and make each franchise sell more to the same audience.
Expansion, investment, and plan for outside Brazil
Today, Ecoville has more than 300 units in operation, with about 70% concentrated in the South and Southeast. The initial investment to open a franchise starts at R$ 249 thousand, with an estimated return between 18 and 24 months.
In addition to the revenue target for 2026, the company is also considering taking the brand to other Latin American countries. Argentina and Paraguay are among the first markets being evaluated.
The design shows a network that has left behind the image of a simple cleaning product reseller and now seeks to gain space as a service platform. Whether the bet will deliver the expected growth rate, the answer should appear in the coming months. And you, do you think this franchise model has more stamina than traditional sales? Comment and share the article.
