Nowocoat Industrial A/S

Nowocoat contributes to a better world

nowocoat sdg

The 17 UN Sustainable Development Goals (SDGs) are both inspiring and ambitious. At Nowocoat, we want to contribute to a more sustainable world, which is why we are focused on ways we can support the transformation into making human civilization more sustainable. We have already taken initiatives in this regard, both in terms of our production and through the products we sell on the market, but we are confident that we can make an even greater impact in the future. That is why we regard our contribution to sustainability and the UN’s 17 SDGs as a process of development rather than a result of our activities. However, that does not mean that we are not already engaged in activities we can be proud of:


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Stort fald i udgifterne til fjernelse af graffiti

Nowocoat har udviklet et murimprægneringsmiddel, der gør det muligt at fjerne graffiti alene ved hjælp af koldt vand og højtryk. Den behandlede overflade kan tåle mindst 16 afrensninger.


 Stort fald


Mange danske kommuner, boligselskaber, institutioner og virksomheder vil nu kunne opnå betydelige besparelser på udgifterne til fjernelse af graffiti.

Nowocoat i Kolding har nemlig udviklet et nyt specielt middel til murimprægnering, der gør det muligt at fjerne den uønskede graffiti alene ved hjælp af højtryksspuling med koldt vand. Det kan altså ske helt uden brug af rengørings- og opløsningsmidler, og effekten af imprægneringen er i realiteten så godt som permanent.


Nyheden hedder Nowo Anti Graffiti Seal og fungerer ved, at den lægger en transparent og næsten usynlig membran på overfladen, som bevirker, at malingen fra graffitien ikke trænger ind i selve væggen eller muren. Den lægger sig kun uden på membranen og er derfor let og hurtig at spule af.


Nowo Anti Graffiti Seal har den unikke egenskab i sammenligning med andre kendte graffiti-midler, at imprægneringen er langtidsholdbar og tæt på at være en permanent løsning. Undersøgelser har vist og dokumenteret, at membranen kan tåle mindst 16 graffiti-afrensninger med højtryk på op til 100 bar, før muren eller væggen skal imprægneres på ny. Det giver meget store økonomiske, arbejdsmæssige og miljømæssige gevinster, at muren ikke skal genimprægneres stort set hver gang, der er fjernet graffiti. Over en meget lang periode vil der således kun være behov for hurtig, billig og miljøvenlig højtryksspuling.


Det nye middel er baseret på siloxan-hybrider og kan anvendes på alle mure og vægge af beton, eternit, tegl, træ og metal. Det kan påføres med pensel, rulle og professionelt sprøjteudstyr, og resultatet er en gennemsigtig og næsten usynlig membran, der danner en vandtæt og meget stærk barriere, som samtidig er diffusionsåben, så muren stadig kan ånde.

Nowo Anti Graffiti Seal leveres i plastdunke på 5 og 25 liter og sælges udelukkende direkte til de professionelle brugere.

Turnover grows from DKK 0 to 100 million in five years

Nowocoat: Turnover grows from DKK 0 to 100 million in five years

Starting from literally nothing, the Kolding-based company Nowocoat Industrial A/S has achieved a turnover of DKK 100 million in just five years.

“It’s gone completely according to plan, and we’ll be growing a lot more in the coming years,” said Nina Reinert, chair of the board.

This year, the paint and coating factory on Stålvej in Kolding reached a financial milestone with an annual turnover surpassing DKK 100 million for the first time. The factory is owned by the Reinert family, who divested themselves of the majority of their business ventures five years ago, leaving them with passion, commitment, capital and a tax ID number in the Danish Central Business Register. Their goal was to invest all that into building the company of their dreams.

“We wanted to build a company with the best people in the industry and the best technology. We wanted to create a company where the customers’ demand for coating was the focal point of all our activities. Innovation, growth and flexible service would be our DNA, and that’s something we have invested heavily in,” said Nina Reinert, chair of the company’s board. She is very satisfied seeing the returns from that strategy now being reflected in the company’s turnover.

“We’re happy that we succeeded. It confirms that we have the right strategy, and we expect to grow a lot more in the coming years,” she added.

A strategy based on investments and growth

In 2018, Nowocoat inaugurated its 10,000 m2 factory on Stålvej in Kolding with state-of-the-art production and development facilities. There is still a long way to go before the factory’s maximum production capacity is reached, but there are also good growth opportunities in the area of functional coating, according to the company CEO, Ole E. Jensen.

“We are constantly developing new products with a view to optimising our customers’ production and businesses. There is a lot more focus on environmentally friendly solutions today, and this increases the demand for functional coating. We have a unique opportunity to adapt our products to our customers’ needs and production facilities and processes. For example, we have developed and supplied coating that is easier to apply and dries faster. This can amount to a big difference to our customers’ bottom line, which makes us a very attractive partner on the market,” he said.

In addition to the company’s production facilities and lab, its flexible and agile approach to the market is also based on skilled employees.

“We have put together the ‘national team’ for all the positions in the field of paints and coating, including the mixing department in the lab, accounting and sales. We started with a team of 10 employees, and we number about 35 today. And we still only hire the best of the best in the industry. This gives us a know-how and capacity for innovation that is singular in our industry,” explained Ole E. Jensen.  

“It’s rare to see a patent on a paint, but we have already developed several patented products, such as Coolingpaint - a product we have just been issued a patent for in the United States, expiring in 2037 - which reflects heat and thereby not only reduces the global temperature increase but also reduces a building’s need for cooling, which is of course an energy-intensive process. Coolingpaint has been developed for wood, cladding and roofs, and there is no other coating like it on the market. We have also developed Denmark’s first environmentally approved algaecide,” he added.

In addition, Nowocoat’s production is ISO-certified and environmentally certified, ensuring that customers can be confident about receiving a uniform and environmentally friendly solution every time.  

Goal: A turnover of DKK 300 million by 2025

The DKK 100 million turnover is a milestone for the company, but both the CEO and board agree that the company should grow much more in the coming years.

“Seen from the outside, Nowocoat’s rapid growth may look rather steep, but it’s been a controlled rise. We have had a unique opportunity to build a modern factory with a capacity to match our ambition. We have the key people we need for the foreseeable future - even if we continue growing up to the DKK 300 million target in the coming years,” said Ole E. Jensen, who expects that Nowocoat will round that milestone by 2025.

In addition to its organic growth, in 2019 Nowocoat also acquired Lurrell Industries A/S, a company known in particular for its surface treatments for garden furniture and wooden kitchen utensils.

Nowocoat Industrial A/S in strategic acquisition - future-proofing Danish niche business

The innovative paint and coating factory in Kolding, Nowocoat A/S, has acquired the niche company Lurrell Industries A/S. The acquisition will safeguard the future of Lurrell while giving Nowocoat an excellent addition to its existing client and product portfolio.

The time is right, these two companies are a great match, and it is a good deal for both parties: It is those three simple factors that explain Nowocoat A/S’ acquisition of Lurrell Industries A/S. Both companies will gain important strategic benefits through this cooperation, as well as the prospect of realising significant synergy effects once Lurrell becomes part of Nowocoat.

An acquisition that safeguards the future of the company
Lurrell, a 35-year-old company based in Roskilde and owned and managed by its founder Niels Christian Lund, is probably not a household name. The company is an unknown yet important sub-supplier of oil, lye, soap, etc., to some of the biggest furniture retailers in the industry such as IKEA, Jysk, WalMart and K-Markt.

For Niels Christian Lund, his need to future-proof the company has been the key motivator for selling right now. Nowocoat possesses the exact competences in terms of innovation and new product development, documentation and certification to ensure that in the future, Lurrell will remain the preferred supplier for the giants of the retail furniture industry. At the same time, the acquisition of the company by Nowocoat will mean that the company will remain in Danish hands.
“The production of Lurrell’s products has always been located in Denmark because it means that we are required to comply with the stringent Danish requirements for environmentally friendly solutions, and I’m glad that we can ensure this remains the case through our cooperation with Nowocoat. The requirements for environmentally friendly solutions and documentation are always being raised, and that’s where Nowocoat can contribute with valuable experience in the area of ISO certification of processes and products, among other things. This will become even more important for our customers in the future, so I see that as a clear strategic advantage. Finally, the company needs a generational changing of the guards
- not because I am retiring right now, but at my age, there’s a need to be able to tell the customers about future plans that extend beyond my time with the company. I can help make those plans thanks to this new cooperation,” said Niels Christian Lund, who has no plans to retire anytime soon.

“On the contrary. I am excited about this cooperation and to see what we can achieve with it together with Nowocoat in the coming years.”

Environmentally friendly products and industrial application are a perfect match for Nowocoat
CEO of Nowocoat, Ole Enevold Jensen, is quite candid about the fact that it is Lurrell’s environmentally friendly image and the company’s development potential that has made it an interesting acquisition.
“Their responsible and environmentally friendly focus lies in direct extension of our own image, and with this acquisition we will get access to employees, customers and products that are a perfect match for our other business areas, including DIY and the industrial markets in Europe and Asia. In addition to being thrilled to help ensure that Lurrell stays in Danish hands, we also see good opportunities to further develop the company in the coming years - not least thanks to our unique competences within innovation, process optimisation and customer approach,” said Ole Enevold Jensen. All of Lurrell’s employees will continue working at the company, and its production in Roskilde will continue after the acquisition.

For further information:
Contact Ole E. Jensen directly by telephone +45 30 30 32 34 or e-mail:

If you are interested in starting a collaboration with Nowocoat A/S, then feel free to contact us for an informal conversation about the opportunities.