It is now on the high-performance site of Noyelles-lès-Seclin that the French group Altaïr concentrates the production of its two gems, the Starwax and Briochin brands. This manufacturing site, so far dedicated to Starwax products, has been the subject of more than 35 million euros of investments since 2014, including 3 million euros in 2025.
It is always interesting to know where and how familiar everyday products are made. The opportunity is given with the brands Briochin and Starwax, whose manufacturing has just been grouped together on the same production site by the Altaïr group. Leader in sustainable home maintenance in its markets, Altaïr notably owns the emblematic Starwax brands, available in DIY stores, and Briochin, available in general supermarkets. By developing its historic production site, the group confirms its roots in the North of France, where it draws its origins inherited from the Brunel company, created in 1946. Formulation specialist, manufacturing and packaging of liquid cleaning products, the Noyelles-lès-Seclin site notably integrated seven new production lines last year to accommodate Briochin. It thus doubled its production capacities, going from 10,000 tonnes per year to 20,000 tonnes, a volume calibrated to respond to changes in market demand, up on eco-responsible products. The group plans to devote another 3 million euros to it in 2026.
A safe and responsible industrial site
The Noyelles site has been entirely designed to reduce its environmental impact and strengthen the well-being of employees.. The Altaïr Group has succeeded in lowering the industrial risk of the site, formerly classified Seveso, by adopting plant-based formulations for its products and making numerous technical adjustments. The site is therefore autonomous in terms of fire safety and does not use collective water treatment equipment., which it manages internally using appropriate effluent treatment processes. Furthermore, it generates no discharge into the ground and controls discharge into the atmosphere below the threshold set by the administration thanks to a cutting-edge capture system.
Exemplarity as a strategy
This new step is part of Altaïr’s development strategy, which aims to position itself as a leader in responsible maintenance, to accelerate the growth of its two flagship brands, Starwax and Briochin, and make its Noyelles-lès site – Seclin an exemplary industrial tool. Eco-certified and innovative, this site is indeed a model in terms of security, performance and good environmental and societal practices. It is part of Altaïr’s environmental and societal responsibility approach., articulated around its Clean signature. In this spirit, Altaïr deployed a tool in 2024 to reduce the environmental and societal impact of its products. Fruit of three years of development, this system is deployed in the R teams&D to be used as a compass for developing more sustainable products.
5% growth per year
Today supported by the Eurazeo investment group, Altaïr records average growth in its turnover – 190 million euros in 2025 – of more than 5% per year since 2023. It relies on three production sites, two in France and one in Spain, each with specific expertise. Noyelles-lès-Seclin is the group’s flagship site. Each of these sites is eco-certified. Altaïr has a portfolio of nine brands for a total of nearly 3,400 references, who have established themselves in the daily lives of consumers, In France (65% you CA) and internationally. Besides Starwax, brand founded in 1946, and Briochin, artisan of natural care and maintenance since 1919, the Marcel’s Green Soap range is the leader in the Netherlands in eco-responsible cleaning products and liquid soaps. The K.pro and Sinto brands in France and Mistol and Tenn in Spain complete this range of efficient maintenance solutions committed to promoting good environmental and societal practices..
Reduce environmental impact
Altaïr’s strategy is based on three main pillars. The first is the reduction of environmental impact, with objectives such as reducing Scope 3 greenhouse gas emissions by 25% and 42% for Scope 1 and 2 by 2030, objectives validated by the SBTi initiative, moving to 100% renewable electricity and reducing waste and water use. In 2024, the group had already reduced its emissions by 17,9 %. The second pillar is sustainable innovation with the development of eco-designed products such as Briochin laundry detergents., formulated with natural ingredients and available in refill format, Briochin Ecocert universal cleaner, Starwax odor destroyers with 98% natural origin, and doses based on ingredients from yesteryear Starwax The Fabulous. The environmental impact assessment tool developed by Altaïr is based on more than 40 life cycle analyzes allowing the impact of products to be objectively assessed and concrete levers for improvement to be identified.. Finally, in terms of commitment, Altaïr implemented an employee shareholding plan in September 2022. It now brings together more than 80% of employee-shareholders. The group renewed its Great Place to Work certification in 2025.
