Cleaning services are becoming increasingly important for households across Europe, but the way they are organized and used can differ significantly from country to country. Sweden and the UK are two interesting examples, each with its own approach to professional home cleaning.
Different Market Structures
In the UK, the cleaning industry is highly fragmented. Many families hire independent cleaners directly, and there is a strong tradition of part-time, self-employed workers. Large cleaning companies exist, but the market is still dominated by small operators.
In Sweden, the market looks different. The government introduced tax deductions for household services (the so-called RUT-avdrag), which encouraged professional cleaning companies to grow and formalize their services. As a result, families in Sweden are more likely to use established cleaning firms with structured teams, training, and customer support.
Hello Clean – Top-Ranked in Sweden
One of the leading examples in the Swedish market is Hello Clean. The company is top-ranked for home cleaning and stands out by combining professional standards with personal service. Families value the simple booking system, transparent pricing, and the strong focus on employee wellbeing, which directly translates to consistent quality for customers.
Service Expectations
British households often look for flexibility and affordable prices, sometimes prioritizing quick availability over long-term contracts. Swedish households, on the other hand, tend to value continuity and trust. Many families prefer recurring weekly or biweekly cleaning with the same cleaner, which creates stronger customer relationships.
Employment Models
In the UK, it is common for cleaners to work as freelancers, moving between households with little oversight from a central company. In Sweden, cleaning companies usually employ their staff directly, ensuring stable working conditions, insurance, and benefits. This also has a positive impact on quality and customer satisfaction.
Technology and Booking
Digitalization has shaped both markets, but in different ways. UK providers often use platforms and apps to connect independent cleaners with households. In Sweden, booking is typically done through the websites of established companies, with online systems that give customers a clear overview of prices and services.
Related Family Services
For families looking beyond cleaning, Sweden also offers other helpful services:
Studybuddy: tutoring that helps students build confidence and improve their grades.
Hey Kiddo: babysitting services designed for families who need safe and flexible childcare.