Toilet cleaning is often seen as a dreaded chore, but Loogeenie is here to change that. Designed by Aldo Werjutina and Joe Pittorini, this revolutionary brush aims to make cleaning faster, easier, and more hygienic.
With its slim handle, flexible bristles, and a built-in detergent dispenser, Loogeenie simplifies a task many of us dislike.
As Aldo explained, “I was talking about the seriously dirty dunnies you face as a plumber and how somebody should invent a toilet brush that actually works, and it grew from there.” Their vision is clear.
They wanted to create a tool that gets the job done efficiently while being user-friendly and eco-conscious.
With 2,000 units sold on Kickstarter, Loogeenie has already proven its potential. Let’s dive deeper into this innovative product’s story.
Loogeenie Journey Before Shark Tank
Aldo Werjutina, a 72-year-old plumber, and his lifelong friend, Joe Pittorini, a lobster fisherman, decided to tackle a problem they had both encountered, ineffective toilet brushes.
Over a casual beer, the idea for Loogeenie was born.
“The idea started over a conversation about dirty dunnies, and it just took off from there.”
Aldo Werjutina
Their product, the Loogeenie, stands out for its thoughtful design. It features a “super-flexible brush head made from high-quality bristles and silicone discs” that cleans areas traditional brushes miss.
These include under the rim and around tight bends. A push-button dispenser releases an eco-friendly detergent tablet that disinfects, deodorizes, and kills 99% of germs during cleaning.
To bring their vision to life, Aldo and Joe partnered with Form Designs, a renowned industrial design firm.
Designer Edward Khoury recalled, “I am the office toilet cleaner, so I could immediately relate to a new brush that could reach where no toilet brush had ever reached before.”
After extensive testing and thousands of flushes, the Loogeenie was ready for launch.
Their Kickstarter campaign attracted early adopters. It sold 2,000 units, generating $30,000 in revenue. However, the journey wasn’t without challenges.
Aldo and Joe had invested $507,000 of their savings into developing and marketing Loogeenie. Their commitment to creating a top-tier product was unwavering.
Shark Tank Pitch Recap
Aldo and Joe entered Shark Tank with high hopes, demonstrating Loogeenie’s unique features and potential. During the pitch, Aldo highlighted its benefits.
“Loogeenie can navigate hard-to-reach bends where the water leaves the pan and under the rim of the bowl.”
Aldo Werjutina
Unfortunately, disaster struck during their live demo when the brush snapped.
Joe addressed the issue candidly, stating, “That’s the reason we need help. The first batch of brushes were snapping, and now the real work starts in getting it right.”
The Sharks admired their passion but had reservations. Maxine McKew warned, “You have to stop. You’re not going to get your money back, and you’re stuck in that cycle of being obsessed about the product.”
Nick Bell appreciated the concept but critiqued the execution, saying, “The idea is great, but the execution is poor.”
Rob Kellett dismissed the subscription model entirely, adding, “Nobody wants to buy a subscription for their brush.”
Despite the criticism and walking away without a deal, Aldo and Joe’s determination to refine Loogeenie remained strong.
Loogeenie Shark Tank Update
Although the pitch didn’t secure funding, appearing on Shark Tank boosted Loogeenie’s visibility. The feedback from the Sharks motivated Aldo and Joe to address the durability issues that surfaced during their presentation.
The increased attention drove more visitors to their website. It also reaffirmed the support of their Kickstarter backers.
Reflecting on the experience, Aldo said, “We’ve learned from the challenges, and we’re focusing on making the product better and more reliable for everyone.”
Future Plans
Looking to the future, Aldo and Joe are determined to improve Loogeenie’s design and functionality. Their primary focus is addressing the snapping issue to ensure durability.
They’re also exploring retail partnerships. This would help make Loogeenie available to a wider audience. As Joe optimistically remarked, “This is just the beginning. We want to make Loogeenie a household name in toilet cleaning.”
Additionally, they are working on making the detergent tablets even more eco-friendly. This aligns with their goal of reducing waste and promoting sustainable cleaning practices.