ROA

What ROA does

AB RÖA is a Swedish specialty industrial coatings manufacturer established in 1926 and headquartered in Falun (Sundbornsvägen 3), operating under the umbrella of AB Rötmotaverken alongside sibling entity Falu Vapen Färg AB, and since 2021 within the Nowocoat A/S group (Kolding, Denmark). The company develops and produces custom wet paints — both water-based and solvent-based — for industrial metal painting with engineered properties covering color, gloss, drying time, and application method, including primers, topcoats, and one-coat systems supplied under proprietary brands Nordic Industrifärger, Nordic Försvarsfärger, and customer-specific RÖA formulations. Its offering also includes third-party distributed products: Induron Paints (notably InduraGuard 9200 for galvanized structures) and TermaRust HRCSA (bridge and steel-structure maintenance), with more than half of in-house production volume now water-based.

ROA operates a hybrid go-to-market: direct technical sales with experienced field staff handling custom enterprise formulations alongside a Nordic reseller channel for standardized NORDIC-branded industrial paints; international reach is enabled via distribution partners HKW-Maalipalvelu Oy in Finland and Hansavärv OÜ in Estonia, plus a stocked range of Carboline epoxy/polyurethane products. Customers are concentrated in defense (certified paints specified in defense standards), manufacturing (vehicle and machine details), forestry, mining, and infrastructure (bridges and steel structures), supported by ISO 9001:2015 and ISO 14001:2015 certifications and a post-sale training program covering pretreatment, application, and quality control. Revenue is generated through one-time purchase orders priced per custom quote (pricing not publicly disclosed), with the CEO Ulrik Damgaard shared between RÖA and parent Nowocoat A/S indicating tight operational integration with the Danish group.

Name

ROA

Legal name

RÖA AB

Website

https://rotmotaverken.se

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

AB RÖA is a Swedish manufacturer in Falun, founded in 1926, that develops and supplies custom water-based and solvent-based industrial wet paints for defense, manufacturing, forestry, mining, and infrastructure customers across the Nordics.

Ownership category

akta.pro rank

Product category

Industrial Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro industry

PRIMARYIMAIAKAA

Architectural & Decorative Painting (Interior/Exterior)

Industrials, Manufacturing & Construction/Industrial Services & Facility Operations/Industrial & Commercial Painting, Coating & Surface Treatment

Keywords

• Industrial paint manufacturing
• Custom wet coatings
• Water-based industrial paints
• Corrosion protection coatings
• Defense and industrial paints

Headquarters

HQ city

Falun

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial paint manufacturing and sales: AB RÖA develops, produces, and sells custom wet paints for industrial use. Revenue is generated through direct sales of proprietary Nordic paint products and custom RÖA formulations to industrial customers. Production includes both water-based and solvent-based paints with customization options for color, gloss, drying times, and other properties.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

ROA develops, manufactures, and sells custom wet paints (vattenbaserade/vattenburna färger — water-based and solvent-based) for industrial applications, primarily metal painting for vehicles, machines, and steel structures. Products are tailored in collaboration with customers for color, gloss, drying time, and application method, with more than half of production now being water-based for reduced VOC emissions. The portfolio is sold directly for custom and defense applications and via resellers for the standard Nordic industrial range, with distribution partners in Finland and Estonia.

Product overview

ROA is a traditional industrial paint manufacturing company offering custom wet paints for industrial applications. The product portfolio consists of two main sub-brands: NORDIC (standard industrial and defense paints sold through resellers) and RÖA (customized paints for customers with specific property requirements). ROA also distributes complementary products including Induron Paints for galvanized material maintenance and TermaRust HRCSA for bridge/steel structure corrosion protection. Products include water-based and solvent-based formulations covering primers, topcoats, and one-coat systems for defense, manufacturing, and industrial applications.

Differentiator

Problem solved

Functional benefit

Brands

• Nordic Försvarsfärger: Specially adapted paints for the defense industry with high property requirements, rigorously tested and delivered with certificates.
• Nordic Industrifärger
• Induron Paints
• TermaRust HRCSA

Products and services

• Nordic Försvarsfärger (Nordic Defense Paints) Specially developed industrial paints for the defense industry with high performance requirements, rigorously tested and delivered with certificates. Products include primers, camouflage paints, and topcoats meeting defense standards. Sold directly to defense customers.
• Nordic Industrifärger (Nordic Industrial Paints)

Quantifiable outcome

• More than 50% of production volume is water-based paints with lower VOC emissions
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Termarust (HRCSA, Canada)coreTechnology or IntegrationAB RÖA distributes products from Termarust HRCSA in Canada, which developed a painting system for maintenance painting of bridges and other steel structures where there is risk of crevice corrosion.
• Induron PaintscoreTechnology or IntegrationAB RÖA is the distributor of Induron Paints, particularly InduraGuard 9200 for maintenance of galvanized materials. Products have been sold for a very long time in North America, Colombia, and Peru and are now available for European customers.
• CarbolineminorChannel Partner/ Reseller/ DistributorAB RÖA stocks parts of Carboline's range of high-quality epoxy and polyurethane paints.
• Falu Vapen Färg ABcoreStrategic or Co-development PartnerRelated company under AB Rötmotaverken parent company. Since 2005, business areas have been incorporated into separate companies - industrial paint operations in AB RÖA and house paint operations in Falu Vapen Färg AB.
• HKW-Maalipalvelu OycoreChannel Partner/ Reseller/ DistributorFinnish distribution partner for ROA products. Located in Vantaa, Finland.
• Hansavärv OÜcoreChannel Partner/ Reseller/ DistributorEstonian distribution partner for ROA products. Located in Peetri, Harjumaa, Estonia.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Hempel Foundation: Danish-founded global coatings supplier with deep presence in protective and industrial coatings, particularly for marine, infrastructure, and energy customers. Closely comparable Nordic heritage and industrial coatings focus, but with global scale and a much broader portfolio.
• Tikkurila: Finnish paints and coatings producer with industrial and decorative lines, serving Nordic and Eastern European markets. Comparable Nordic industrial paint heritage and overlapping distribution geography with ROA's Finland footprint, though with a much larger consumer paints business.
• Beckers Group: Swedish-headquartered industrial coatings manufacturer serving coil, consumer electronics, and industrial customers globally. Direct regional overlap with ROA in Sweden and similar focus on industrial metal coatings, with significantly larger scale and broader end-market reach.
• Jotun: Norway-based global coatings manufacturer with a major industrial paints portfolio serving marine, protective, and industrial markets across the Nordics and worldwide. Direct overlap with ROA in industrial coatings for harsh-environment applications, but at vastly greater scale and geographic reach.

Direct peers

• Termarust Technologies: Canadian specialty coatings company whose HRCSA maintenance painting system ROA distributes in Europe. Direct peer in niche bridge and steel-structure corrosion protection, with comparable specialty-coating business model.
• Induron Coatings: US-based industrial coatings manufacturer whose InduraGuard 9200 product ROA distributes in Europe. Directly comparable in protective coatings for galvanized and infrastructure applications, with longer-established North American market presence.
• Teknos: Finnish family-owned industrial coatings manufacturer specializing in liquid paints for metal, wood, and industrial applications. Closely comparable business model — custom-formulated industrial paints with strong Nordic roots and direct overlap with ROA's product and customer segments.
• Carboline: US-headquartered manufacturer of high-performance industrial coatings including epoxy and polyurethane systems, of which ROA stocks a portion. Comparable in high-performance protective coatings for industrial and infrastructure applications, with greater scale and global reach.
• Nowocoat A/S: Danish industrial paint manufacturer and parent of ROA since 2021. Operates in the same industrial coatings space with overlapping product portfolios and shared R&D resources — the most direct internal peer for benchmarking and group-level synergies.

Regional players

• Flugger: Danish paints and coatings group with both decorative and industrial lines, focused on the Nordic market. Regionally comparable to ROA's Nordic industrial footprint, though with a stronger consumer paints weighting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ROA