The birth of a revolutionary idea

Rolf Altgenug began his career as a window cleaner and witnessed firsthand how the introduction of the window squeegee transformed the industry, increasing productivity by 30–40 percent. Seeing its impact, he realized that a similar product could revolutionize household cleaning as well. This insight sparked the idea that would eventually lead to the founding of Swish AB.

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Founding of Swish AB

In 1967, together with Arne Bergström, Rolf established Swish AB in Klavreström, Småland. The company started in a small basement workshop with just two employees. That first year, they produced 16,000 window squeegees—a modest beginning that was far from profitable. To break even, production needed to scale to 200,000 units per year, but the road to profitability was long. In 1970, sales reached 65,000 units, the following year 170,000, and by 1972, they had climbed to 278,000. However, by then, the break-even point had shifted to 300,000. Rolf quickly learned that even the simplest, most affordable, and practical products could face major challenges in gaining widespread acceptance.

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The road to profitability

When the Swedish market proved too small, Rolf set his sights on international expansion. With no prior experience in exports, he turned to the Swedish Export Council for guidance. They encouraged him to conduct sales calls in Switzerland and Germany. There, he gained valuable market insights and established crucial connections. On his first trip, he partnered with a German agent and visited every major department store in Germany. The initial response was disappointing—German households still favored traditional cleaning cloths over squeegees. But despite the setback, the foundation for future growth had been laid, and over time, exports began to take off.

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International expansion and export success

Today, 80 percent of Swish products are exported worldwide. While the original window squeegee is no longer in production, the company has evolved and now offers a wide range of products for the professional cleaning industry, as well as solutions for the marine and painting sectors. Despite its international success, the company remains firmly rooted in Norrhult, where the majority of its products are still manufactured today.