Christopher Elliott walked into his Dubai office one final time as the owner of a thriving hygiene e-commerce company—one he had built from the ground up and scaled into a multimillion-euro operation. He launched Hygiene 100 in 2020, following nearly seven years of building and exiting earlier ventures. Over the next four years, he expanded the company’s customer base, product range, and sales channels, fueling rapid growth. Within 18 months, the business generated more than 10 million euros in turnover. That performance led to a strategic exit in 2025 and placed Chris Elliott among a rare group of founders who built and sold a high-performing company in a traditionally overlooked sector.
Chris Elliott built his success on products like masks and urine bottles, demonstrating that even utilitarian goods can drive real growth when sold quickly and precisely. His method focused on logistics, scalability, and digital accessibility rather than branding or trend-chasing. That decision paid off with results that outperformed competitors in the hygiene e-commerce sector.
How Chris Elliott Grew a Fast-Moving Online Business
Chris Elliott’s early momentum came from streamlining how hygiene products were sold and delivered online. While many suppliers were stuck with slow fulfillment processes and outdated systems, he focused on building an agile infrastructure that could fulfill orders quickly and reliably. His team processed orders the same day and delivered them within 48 hours across Germany, Austria, and Belgium.
This operational edge translated into steady growth. Within two years, the business served more than 5,300 customers and surpassed 10 million euros in total sales. His customers included pharmacies, care homes, clinics, and wholesalers, all drawn to the company’s extensive product range and dependable service model.
“We completely changed how hygiene products are sold by going fully digital,” explains Elliott. “We built a system that can scale fast, work with various suppliers, and adjust to market needs almost in real-time.”
The company grew steadily in a European hygiene market valued at 45 billion euros. While competitors like Hygi and Praxisdienst relied on catalog-based ordering, he distributed through Amazon, eBay, and his e-commerce site, supported by automation and real-time support. This digital-first strategy gave him a clear operational advantage.
Hygiene 100 eventually expanded its offerings to include more than 22,000 products, such as laboratory equipment, rehabilitation supplies, and rapid tests. The business model served bulk buyers and individual customers through a unified, frictionless experience.
What Came After the Exit
After finalizing the sale of Hygiene 100, Chris Elliott shifted focus to two new ventures: the chris elliott GROUP and Elliott Capitals. He funded both using the exit proceeds.The chris elliott GROUP supports foreign businesses (Emirates Business Setup) looking to establish operations in the UAE and assists investors with entering the property market. Elliott Capitals, on the other hand, is his private investment firm focused on digital and service-driven growth.
“The chris elliott GROUP is about helping businesses enter the UAE market with clarity and speed,” says Elliott. “We have built a process that removes red tape and supports international founders who want to launch in Dubai.”
The chris elliott GROUP provides market-entry services and advisory support for companies expanding into the UAE, reflecting his understanding of regional business frameworks and regulatory demands. Elliott Capital acquires companies with strong fundamentals and scales them through optimized systems, capital access, and structured expansion. It also builds new ventures, launching execution-ready ideas with high-performing teams when the opportunity is right. This shift marks a common path for seasoned entrepreneurs: moving from building a single company to managing a broader portfolio. Chris Elliott applies the same operating principles—lean infrastructure, transparent processes, and fast scaling—to new verticals such as real estate, e-commerce, and specialized logistics.
Chris Elliott uses Dubai as a growth base for his next ventures, leveraging the city’s international reach, tax benefits, and pro-business policies. As global e-commerce moves toward eight trillion dollars by 2026, demand for hygiene and health products continues to grow. That momentum supports the strategy he uses to build successful companies. Now, he applies that experience to backing businesses with similar demand and the capacity to scale.
Built on Execution
Chris Elliott grew his business through operational strength, consistent service, and precise execution and with zero funding. He introduced systems that streamlined procurement and fulfillment in a sector slow to adopt digital tools. His focus on structure and service keeps customer ratings high throughout the company’s growth. That consistency defines his investment strategy, favoring businesses with repeatable, reliable performance.
Efficiency drives his decisions. He cut communication layers by working directly with suppliers and customers, used automation to increase speed and accuracy, and kept the buyer experience transparent.
Dubai’s business network is expanding, and Chris Elliott is an active part of it. He brings capital and firsthand operational insight, drawing interest from both startups and established firms. His reputation is growing as a systems builder who supports execution.
Scaling What Works
Chris Elliott turned a hygiene e-commerce venture into a multi-million euro business by simplifying systems and focusing on customer needs. He is now applying that same model to ventures with broader reach.
Through the chris elliott GROUP, he helps international businesses set up operations in the UAE, while Elliott Capitals invests in scalable companies across multiple sectors. He previously ran an e-commerce business in Miami, gaining firsthand experience in markets and business environments.
Chris Elliott credits his strategy to the lessons he learned growing up. As a child, he watched his father work with discipline and pride, always delivering the highest level of service to clients. That example became a foundation for his own work—focused, practical, and customer-driven.
