Ecommerce Business Built with Purpose, Sold with Intention: Evercleaner’s 6-figure Exit on Flippa

When two founders recognized it was the right time to move on – not because of a lack of opportunity, but because of what lay ahead – they decided to sell their ecommerce business. With help from Flippa, our in-house business broker Fiona, and a clear goal in mind, they sold Evercleaner for $125,000 to an experienced buyer, securing a smooth transition and giving themselves the space to focus fully on their next chapter.

Benjamin Seer and Casper Rogalla built Evercleaner into a well-known sustainable cleaning brand in Australia, with over 1 million plastic bottles removed from the environment and 85% of customers coming back to buy again. But while the business was growing, their focus was split between Evercleaner and their performance marketing agency, Blitz Growth.

Instead of stretching themselves thin, they made the call to exit – and turned to Flippa to facilitate the sale.

Business Summary

• Business: Evercleaner – Sustainable Cleaning Products Brand
• Founded: 2021
• Sellers: Benjamin Seer and Casper Rogalla (Australia)
• Sale Price: $125,000 USD 
• Annual Revenue (2024): $1,085,598 AUD
• Profit Margin: 14.58%
• Sale Platform: Flippa
• Flippa Business Broker Support: Fiona Laidlaw

The Founder’s Story

Before Evercleaner, Benjamin Seer and Casper Rogalla had already built and sold their first eCommerce business together – Hummingbird, a healthy breakfast subscription brand. After exiting that venture, they launched a performance marketing agency called Blitz Growth, helping other brands scale through paid social.

Their experience working with fast-growing DTC brands gave them a clear edge – and a new idea. They wanted to build another eCommerce brand of their own, but one that aligned with a mission they personally cared about: reducing single-use plastic.

“We were doing a lot of online marketing for other brands and really wanted to leverage our knowledge,” Benjamin explains. “At the same time, we believed deeply in eliminating single-use plastic. That’s how Evercleaner started.”

Evercleaner’s model was simple but effective: compact, refillable cleaning products that avoided plastic waste and were carbon-efficient to ship. Every product in the Evercleaner line, from refillable sprays to zero-waste laundry strips, was designed with one goal: remove single-use plastic from households. On top of that, for every product sold, the company committed to collecting one ocean-bound plastic bottle – over one million bottles in total by the time of sale.

Evercleaner Founders: Casper & Benjamin at the Evercleaner Warehouse

About the Business

Evercleaner is a sustainable cleaning brand with a strong direct-to-consumer model and high customer loyalty. 

The brand also held multiple awards, including Product Review Australia’s Best Home Care Brand in 2024 and 2025.

• SKUs: 15 sustainable household products
• 85% Customer Repeat Rate
• 25% Revenue from Subscriptions
• $1M+ Annual Revenue (2024)
• $158K Annual Profit
• 1M+ Plastic Bottles Removed from the Environment
• 36,000+ Social Media Followers
• Email List: 33,000+ Active Profiles

With a growing product line of refillable, plastic-free cleaning solutions and national retail presence (e.g. Harris Farm), Evercleaner offered strong recurring revenue, brand trust, and expansion potential. 

As Benjamin shared, “Every product had the core goal of removing single-use plastic – be it surface cleaners, laundry detergent, hand wash – it followed the same principle.”

The Business Challenge and Deciding to Exit

While Evercleaner was growing, so was their agency Blitz.

“We were struggling to do both,” Benjamin admits. “Evercleaner had volume, but margins were tight. The agency just fit our long-term vision better.”

They briefly considered letting the business run in maintenance mode but decided a clean exit would free up mindspace and resources to double down on Blitz Growth.

The challenge? They needed a buyer who could close quickly and didn’t require long handovers.

The Solution: Selling with Flippa

Benjamin and Casper were no strangers to Flippa. They’d known about Flippa and had met Fiona, Regional Sales Director for APAC, at a Flippa event a couple of years prior. The early connection proved valuable because when the time came to sell the business, they reached out to Fiona directly.

“We knew Fiona from a Flippa meetup and just emailed her. From there, she made everything incredibly easy… We were surprised how fast the buyer interest came in. Fiona filtered out the noise and only brought us serious, qualified buyers,” said Benjamin.

Fiona worked with the pair to prepare the listing, validate pricing, and manage buyer screening, focusing on the current state of the business, financials, operations, and competitive advantages. Given the founders’ goal of a fast, clean exit with a full cash offer and minimal transition, the business was priced strategically to attract the right type of buyer, balancing simplicity with strong market alignment.

Evercleaner attracted strong buyer interest, and while the listing received many inquiries, Fiona focused on identifying buyers with the operational capability to manage an Australian-based business.

The final buyer was a seasoned Flippa user who had acquired 50+ businesses on Flippa in the past, including several in Australia. Fiona had also worked with them before and knew their structured, hands-off approach was a strong fit for Benjamin and Casper. The buyer also had clear ambitions to grow Evercleaner via retail and international expansion, particularly into the US, directions the founders didn’t have the bandwidth or appetite to pursue.

Exit Results & Impact

• Final Sale Price: $125,000 USD
• Time to Close: ~6 weeks post-LOI
• Buyer: Professional investor with 60+ Flippa acquisitions
• Transition Period: ~2 weeks (plus light handover for operations)

“Some offers wanted us to stay on for 12 months or structure it around profit sharing,” Casper recalls. “The buyer we chose gave us a clean, hands-off exit and that’s what we needed.”

A key factor in the smooth sale was timing. Benjamin and Casper had been thinking about selling for some time, which meant they were well-prepared when they finally listed the business. This made the sales process more efficient and helped avoid rushed decisions around pricing or buyer selection.

Lessons for Aspiring Entrepreneurs

1. Sell when the business is strong: Benjamin and Casper didn’t hold on just because they were the founders. They understood what the business needed and what they couldn’t give it long term. Rather than wait for cracks to show, they chose to sell while Evercleaner was still growing and in strong shape. “It’s tempting to think, ‘I’ll make it even better myself,’” says Casper. “But once any metric starts to decline, buyers notice. You want to exit while it’s still on the up.”
2. Know your ideal buyer: The team had conversations with various types of buyers – from couples changing careers to professional investors. “We realized quickly we didn’t want to stay on for a year. Fiona helped us find someone who understood that and respected it.”
3. Be prepared for buyer diversity: “You’ll meet all kinds of people. Different goals, backgrounds, risk tolerance. It was fascinating,” Casper says.
4. Start preparing early: Thinking about an exit well in advance gave the founders time to prepare the business, align on goals, and move quickly when the right opportunity came. Early conversations with a broker helped them shape their approach, set expectations, and secure a clean, timely outcome.

Future Plans

With Evercleaner sold, Benjamin and Casper are now fully focused on scaling their agency, Blitz Growth.

“Selling Evercleaner let us focus. That clarity has been huge,” Benjamin says.

Blitz Growth is a performance marketing agency specializing in scaling eCommerce and app-based businesses through paid social. The agency combines strategic media buying with high-performing creative, including Spark Ads, UGC, and partnership ad formats. With over $30 million in managed ad spend, Blitz Growth has helped a range of fast-growing brands achieve sustainable, data-driven growth.

Their agency was also one of the reasons Evercleaner grew so successfully in the first place thanks to sharp media buying strategies and a strong grasp of performance marketing fundamentals.

Interested in selling your eCommerce, SaaS, or content business? Start your Flippa journey today and get a free valuation.