1. The business mainly operates in Europe, with a core business of subscription-based e-commerce for eco-friendly cleaning products (such as laundry sheets, dishwasher tablets, and bottle cleaners).
2. In e-commerce, it is an emerging DTC brand, with competitors including The Laundress and Dropps.
3. The brand terms used on the official website are "bluu" or "bluu Waschsensation".