Haga

What Haga does

HAGA AG Naturbaustoffe is a privately held Swiss manufacturer of natural building materials, headquartered in Rupperswil, Switzerland, and producing exclusively in Switzerland since its founding in 1953. The company specializes in lime-based plasters and paints (Naturkalk), clay-based building materials (Lehm), and cellulose-based insulation systems, offering a portfolio of base plasters (Grundputze), finish plasters (Deckputze), insulating plasters, insulation systems, natural lime and clay paints available in over 300 colors, capillary-active calcium panels (KlimaPlus), cork insulation boards (Bio-Korit), and electromagnetic shielding products (Cuprotect). The technical foundation rests on traditional Swiss Alpine limestone processing — burning at ~1000°C followed by slaking to produce high-pH (11–13) Sumpfkalk — combined with clay products that absorb up to 15% of their volume in moisture vapor to regulate indoor humidity and inhibit mold growth without biocides.

The company operates a sales-led business model, generating revenue primarily through hardware sales of building materials to professional craftsmen, architects, planners, and homeowners. Distribution is hybrid: an online shop (haganatur.ch/shop), three pickup warehouses (Haldenstein, Einigen, Pompaples), a field sales consultant team (Aussendienst), an internal sales support function (Innendienst), color consulting, and an ecosystem building materials trade channel. Pricing is not publicly disclosed; downloadable technical information and price lists suggest a quote-based B2B pricing model supplemented by direct consumer purchases. The company complements its product sales with a Competence Center (Kompetenzzentrum) in Rupperswil that hosts seminars, sample workshops, and TÜV Rheinland-certified mold remediation training, functioning as both an educational and customer-acquisition asset.

HAGA's customer base spans historic building restoration (Spinnerei Ibach, Kloster Mels, Catholic church Laupersdorf, Berlin-Mitte Gründerzeit facade), education (Sweden's largest passive house school in Knivsta), hospitality (Pensiun Laresch, Bio-Feriendorf Geltinger Birk), and healthcare (Gesundheitspraxis am Koiteich). Export reach includes Germany, Austria, and an 18-year presence in Japan. The company is founder/owner-managed by Thomas Bühler (CEO and Inhaber), with no disclosed institutional investors, parent company, or funding rounds. Key certifications include eco-bau / Ecobau (Swiss sustainability labels), Fraunhofer Institute VOC testing, and AgBB compliance — all signaling third-party validation of the natural materials claim.

Name

Haga

Legal name

HAGA AG Naturbaustoffe

Website

https://haganatur.ch

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

HAGA AG Naturbaustoffe is a Swiss manufacturer producing natural lime, clay, and cellulose-based building materials exclusively in Switzerland since 1953, serving historic restoration projects, architects, and DIY customers across the DACH region and Japan.

Ownership category

akta.pro rank

Product category

Natural Building Materials

NAICS

Other Building Material Dealers (44418), Paint and Wallpaper Retailers (444120)

SIC

Concrete, Gypsum & Plaster Products (3270)

akta.pro primary industry

Building Materials & Lumber Distribution (CRAOAFAD)

Keywords

• Natural building materials
• Lime plasters
• Clay construction products
• Ecological insulation systems
• Facade renovation

Headquarters

HQ city

Rupperswil

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Building Material Sales: HAGA AG sells natural building materials including plasters, renders, insulation, lime paints, and accessories. Products are sold through an online shop, three pickup warehouses in Switzerland, and via field sales consultants. The company also produces custom sample panels (Musterwerkstatt) for clients as a decision-making tool.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

HAGA AG Naturbaustoffe manufactures and distributes natural building materials in Switzerland, including lime (Naturkalk) and clay (Lehm)-based plasters, paints, insulation systems, and electromagnetic shielding solutions. All products are produced exclusively in Switzerland and sold through field sales consultants, an online shop, three pickup warehouses, and ecological building materials trade partners.

Product overview

HAGA AG Naturbaustoffe is a Swiss manufacturer of natural building materials, producing lime and clay-based plasters, paints, insulation materials, and related construction products. The portfolio includes base plasters (Grundputze) and finish plasters (Deckputze) under brands like Hagasit and Calkosit, insulating plasters and systems (Dämmputze, Dämmsysteme), insulation materials including Thermofloc (cellulose), Bio-Korit (cork), and KlimaPlus Calciumplatte, natural lime and clay paints in over 300 colors, wall heating/cooling systems (NATURBO therm, ArgillaTherm), electromagnetic shielding products (Cuprotect), and specialized restoration products. The company operates a competence center with seminars and sample workshops in Rupperswil, with pick-up warehouses in Haldenstein, Einigen, and Pompaples. Products are ecologically produced and tested for harmful substances.

Differentiator

Problem solved

Functional benefit

Brands

• HAGASIT: A highly breathable lime-based decorative render/fine plaster for facades and interior walls, available in numerous vivid colour tones.
• HAGASIT Bio-Edelputz
• HAGA Bio-Korit
• HAGA Biotherm
• HAGA Thermofloc
• HAGA KlimaPlus Calciumplatte
• NATURBO therm
• ArgillaTherm
• Cuprotect
• Dämmflachs Flora

Products and services

• HAGA Kalkfarbe

Quantifiable outcome

• Cuprotect W-LAN Dimmer reduced measured radiation from 1000-3000 µW/m² to 0.1-3 µW/m² in a seminar center
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor.

• IG Lehm (Swiss Clay Building Association)minorStrategic or Co-development Partner · 1 January 2016IG Lehm is the Swiss professional and trade association for clay builders. The association holds its annual general meeting at HAGA AG facilities in Rupperswil. HAGA is a manufacturer of proven-effective clay plaster systems and natural building materials, supporting the association's mission to promote clay construction.
• TÜV Rheinland AkademieminorImplementation/ SI/ Consulting PartnerHAGA hosts two-day TÜV Rheinland Academy seminars on mold damage assessment and remediation at its Competence Center in Rupperswil. Participants who pass the examination receive a TÜV certificate. The seminar is led by Thomas Kühlwein, an expert witness and practitioner.
• Kalkkunst (Joannes Wetzel)minorStrategic or Co-development PartnerSince 2013, Joannes Wetzel of Kalkkunst produces wood-burned lump lime (Sumpfkalk) from the Engadine region following traditional craftsmanship methods. HAGA incorporates this high-quality lump lime in its natural lime products.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sto SE & Co. KGaA: One of Europe's largest building materials manufacturers, offering plasters, paints, and facade systems including growing ecological product lines. Comparable in plaster/paint/facade categories but with much broader portfolio, conventional positioning, and global sales scale that far exceeds HAGA's specialist footprint.
• Knauf Gips KG: Global leader in building materials with gypsum, plaster, and insulation product lines including ecological variants. Comparable in plaster/insulation manufacturing and DACH market presence but at much larger scale, broader portfolio, and conventional market positioning than HAGA.
• Baumit GmbH: Austrian building materials manufacturer with comprehensive facade, plaster, and insulation portfolio across Europe. Comparable in plaster/facade/insulation categories but with broader mainstream positioning and far larger distribution network than HAGA's specialized natural-materials niche.

Others

• ArgillaTherm GmbH: German manufacturer of clay-based ceiling and wall heating/cooling systems using infrared radiation. Already a HAGA distribution partner (We to Them relationship); comparable in clay-based heating technology and healthy-building positioning, but focused on heating rather than plaster/paint products.

Direct peers

• Kreidezeit Naturfarben GmbH: German manufacturer of natural paints, lime/clay plasters, and ecological building materials for healthy buildings. Comparable to HAGA's product range (natural paints and clay/limestone plasters), customer base (DIY, restorers, healthy-building enthusiasts), and natural-material brand positioning.
• Beeck'sche Farbwerke GmbH: German producer of mineral silicate and lime paints for historic preservation and ecological construction. Directly comparable to HAGA's Kalkfarbe line in product technology (breathable, alkaline mineral coatings), application markets (restoration, healthy buildings), and customer segments (architects, restorers).
• KEIM Farben GmbH & Co. KG: German manufacturer of mineral silicate paints using alkaline silicate chemistry analogous to HAGA's lime paints. Directly comparable in mineral paint technology, building-biology focus, and heritage building restoration applications across DACH markets.
• Tierrafino BV: Dutch manufacturer of clay plasters, clay paints, and natural building materials with strong ecological and healthy-building positioning. Directly comparable to HAGA in product mix (clay/lime plasters and paints), sustainability certifications, and emphasis on moisture regulation and natural finishes.
• Claytec GmbH: German manufacturer specializing in clay plasters, clay boards, and natural insulation systems for healthy building. Direct competitor to HAGA in the natural lime/clay building materials segment, serving similar architect, restoration, and DIY customers across DACH with comparable product positioning.
• Conluto GmbH & Co. KG: German producer of clay-based plasters, clay paints, and natural building materials with healthy-building and ecological positioning. Closely comparable to HAGA in product range (lime/clay plasters and paints), customer segments (heritage renovation, ecological construction), and emphasis on indoor air quality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTube.youtube.com/user/haganatur
• Facebookfacebook.com/HAGA.Naturbaustoffe
• LinkedInlinkedin.com/company/haga-ag-naturbaustoffe
• Instagraminstagram.com/haganatur

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haga