Etienne Schmalfuß

Gründer & Brand Lead Kuno Waschmittel, Head of E-Commerce @EcoGroup 💚

Germany

About

Building and scaling eco brands with a focus on what actually works. Co-founder at Kuno and part of the Eco Group, working mainly in e-commerce with marketplaces at the core. I spend most of my time on product development, spotting trends early, and turning them into simple, scalable products. Hands-on from idea to launch. Always open to new connections, long-term partnerships, and exchanging ideas.

Experience

  • Head of E-Commerce at ECO Group
    Jan 2024 - Present · 2 yrs 7 mos

    Head of E-Commerce – Eco Group | Sustainable Consumer Brands Responsible for building and scaling the e-commerce infrastructure across all group brands (Amazon, DTC, marketplaces). Hands-on and strategic ownership of performance, growth initiatives, new product development and brand launches. Scaled e-commerce to seven-figure revenue and achieved 100% growth in 2025. Brand Lead for Kuno.

  • Kuno Waschmittel (5 yrs 4 mos)
    • Geschäftsführer
      Nov 2023 - Present · 2 yrs 9 mos

      Founder – Built & Scaled Kuno to Seven-Figure Revenue → Successful Exit I founded Kuno to rethink everyday cleaning products and combine high performance with sustainability. Built the brand from scratch to seven-figure revenue, EU-wide distribution and omnichannel presence (Amazon, DTC, dm). Successfully sold Kuno in 2023 (100% exit). Continued as Managing Director until 2025 and now serving as Brand Lead. Focus: Brand building, growth strategy, product innovation

    • Chief Operating Officer
      Apr 2021 - Oct 2023 · 2 yrs 7 mos

  • Founder at ActiveMoves
    Jan 2019 - Jan 2021 · 2 yrs 1 mo

    Built and operated an Amazon 6-figure FBA business focused on home fitness equipment such as resistance bands, suspension trainers and functional training accessories. Responsible for product sourcing, brand development, Amazon listings, performance marketing and operations. Hands-on experience in launching physical products, optimizing conversion and scaling on Amazon.