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Dupray: The Steam Cleaner Empire
How a 44-person team built a $12M revenue business in a niche hardware category
While SaaS founders obsess over MRR and churn, Dupray quietly built a $12.4M revenue empire selling steam cleaners to 140K monthly visitors. In the crowded world of e-commerce, they prove that boring hardware, when executed with precision, can outperform flashy tech startups.
"In a world chasing AI goldmines, Dupray proves that selling physical products with 50% organic traffic is still a masterclass in sustainable business."
The SEO Moat That Actually Works
Dupray commands 8,290 monthly searches for 'dupray neat steam cleaner' alone—more than many startups' entire keyword portfolio. With 50% organic traffic, they've built a defensible moat in a category where 'steam cleaner' gets 53,790 monthly searches. This isn't accidental SEO; it's engineered dominance. They rank for their brand, their competitors' searches, and the generic terms that drive real revenue.
The 44-Person Revenue Machine
At $12.4M revenue with 44 employees, Dupray achieves $281K revenue per employee—nearly double the average for DTC hardware companies. Their team structure reveals a lean operation: CFO Pierre Tremblay, Finance Manager Cindy Shi, Social Media Manager Zoe Smith, IT Manager Olivier Simard, and Full Stack Developer Maxim Fluieraru. That's a 5-person core team managing a multi-million dollar operation, suggesting heavy automation and efficient processes.
The Trustpilot rating of 4/5 with only 25 reviews is telling. For a company doing $12M+ in revenue, that's an unusually low review volume. Either they're capturing most sales through direct channels (40% direct traffic supports this), or their review strategy needs optimization. This represents both a risk and an opportunity—imagine the conversion lift with 250 reviews instead of 25.
- Dominates 'steam cleaner' category with 50% organic traffic—no paid dependency
- 44 employees generate $12.4M revenue ($281K/employee)—extremely efficient
- 40% direct traffic signals strong brand recognition and repeat purchases
- TikTok, Instagram, YouTube presence shows they're not just relying on SEO
The Unsung B2C Success Story
Dupray isn't chasing AI hype—they're building an enduring brand in the unsexy world of hardware, one steam cleaner at a time. Their model proves that with the right SEO, lean operations, and product-market fit, you can build a $12M business without a Silicon Valley playbook.
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Best Steam Cleaners, Air Purifiers and Spot Cleaners | Dupray GB
Discover quality, eco-friendly cleaning solutions for home or work. Best-in-class steam cleaners, air purifiers and spot cleaners to sanitize your space.
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Reviews (17)
The product was very good but…developed a fault
The product was very good but unfortunately developed a problem. I got in touch with the company and eventually everything was resolved satisfactorily. The company was very good to deal with.
Dupray Neat functions as advertised
I own a Dupray Neat. It performs as advertised. Gets hotter and produces more steam than the typical cheap handheld steamers. Heats up as fast as can be expected on 110v AC. A full tank lasts quite a while. Have had no issues with cleaning performance.
A+ Customer service
A+ Customer service. Responsive and efficient.
Outstanding customer service from…
Outstanding customer service from Dupray. They resolved my issue very quickly and replaced my steamer with no stress at all. The team especially Lorna was incredibly kind, helpful, and supportive throughout. It’s rare to find such a positive experience, thank you!
Excellent Customer Service
I recently reached out to Dupray’s customer service department regarding my Hill Injection Steam Cleaner, and I had the pleasure of working with Lorna. From the start, Lorna was prompt and attentive, quickly following up with clear instructions on how to proceed. Throughout the process, Lorna kept me informed by communicating the technician’s findings, which made the experience seamless and reassuring. The Hill Injection Steam Cleaner itself has been a fantastic addition to my cleaning routine—I absolutely love it! Together, we’ve tackled some major cleaning projects, and the results have exceeded my expectations.
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About dupray.com
Discover quality, eco-friendly cleaning solutions for home or work. Best-in-class steam cleaners, air purifiers and spot cleaners to sanitize your space.
Company Overview
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Technology Stack
dupray.com uses 21 technologies across their website including Cloudinary, Font Awesome, Adobe Fonts, Ruby on Rails, and more.
Media
Cloudinary
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Backend Frameworks
Ruby on Rails
Programming Languages
PHP
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Advertising
Microsoft Ads
Traffic & Audience
dupray.com receives approximately 139.6K monthly visitors and ranks #257,212 globally. The website has a bounce rate of 46% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 1:26 on the site.
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