Tonka Bay & Camano Capital Invest in E-Cloth LLC

Minnetonka, MN, Seattle, WA, and Boston, MA (August 10, 2020) — Camano Capital, LLC. (“Camano”) and Tonka Bay Equity Partners LLC (“Tonka Bay”) have partnered to invest in E-Cloth LLC (“E-Cloth” or the “Company”), a leader in premium, environmentally-friendly microfiber cleaning products, available across direct-to-consumer, e-commerce, and retail channels.

E-Cloth is a leading provider of highly effective, durable, engineered microfiber cleaning products for consumers. E-Cloth’s products unlock the cleaning power of water to provide safe and sustainable chemical-free cleaning. The Company was founded in 1995 in the UK before expanding meaningfully into the US in recent years.

Jamey Bennett, CEO of E-Cloth, said “Our team has built a brand in a market segment where consumers who value sustainable products are underserved. We are poised for further expansion in e-commerce and retail channels, and look forward to working with Camano and Tonka Bay to execute on our growth strategy.”

Steve Soderling, Partner at Tonka Bay, stated “Jamey and the E-Cloth team have built an impressive business that is focused on truly sustainable cleaning products. We are excited to support the team in its next stage of growth and continue its market expansion both online and via retail channels. We are also pleased to be partnering with the Camano team as we assist E-Cloth with its next phase of growth.”

Tom Newell, Partner at Camano Capital, noted “E-Cloth has become a leader in innovative cleaning solutions. We look forward to working with Jamey and team to grow the company in this new and important segment of the cleaning products world. Our team is also excited about the partnership with Tonka Bay and their deep experience building bigger, better businesses.”

About E-Cloth

With offices in Boston, MA and Royal Tunbridge Wells (UK), and a newly-opened distribution center in Dover, NH, E-Cloth designs and produces a premium line of environmentally conscious and sustainable microfiber cleaning products. Engineered to be used with just water, E-Cloth’s products provide high performance cleaning efficacy without the need for harsh chemicals. What if you could clean better with just water? For more information about E-Cloth, please visit

About Camano Capital

Based in Seattle, Washington with offices in Minnesota and Arizona, Camano Capital is a consumer-focused private investment firm that partners with differentiated, branded consumer companies that appeal to everyday consumers. For more information call (651) 357-4633 or visit

About Tonka Bay Equity Partners
Based in Minnetonka, Minnesota, Tonka Bay has been Building Bigger, Better Businesses® for over 25 years. Tonka Bay Equity Partners is a private equity firm that acquires and invests in growth-oriented businesses in the highly engineered manufacturing, business services and value-added distribution sectors. For more information, call (952) 345-2030 or visit

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