Nu-Wool
Nu-Wool Co., Inc. is a Michigan-based cellulose insulation manufacturer founded in 1949, producing recycled-paper insulation products sold through certified dealers, retail channels, and direct commercial sales for residential and commercial construction.
- Company typePrivate
- Founded1949
- HeadquartersJenison, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Nu-Wool does
Nu-Wool Co., Inc. is a U.S.-based cellulose insulation manufacturer founded in 1949 and headquartered in Jenison, Michigan. The company converts recycled paper into insulation products, processing more than 35,000 tons (70 million pounds) of recycled paper annually into a portfolio that includes Nu-Wool Premium Cellulose Insulation (the core product, 86% recycled content, 3.8 R-value per inch, Class A fire rating), ECOCELL Batts & Blankets, Nu-Seal Spray Foam, INSULDRI Foundation Insulation, Nu-Cell Spray Applied Insulation, and the proprietary WALLSEAL System for dense-pack wall cavity installation. Nu-Wool is the world's oldest cellulose insulation manufacturer and holds the longest-running UL classified product in the cellulose industry, with regulatory certifications including UL R-8078/R-8078-B, ICC-ES ESR-2921, and EPA-registered fungicide treatment.
The company operates a B2B/B2C dual go-to-market. Its primary channel is an Exclusive Dealer Program that trains and certifies contractors to install Nu-Wool products using the proprietary WALLSEAL System, supported with equipment, co-op advertising, volume rebates, and technical services (no franchise fees). Secondary channels include retail sales at lumberyards and building material distributors for DIY consumers, and direct sales to commercial contractors. Customer segments span homeowners, builders/contractors, architects and building officials, commercial construction projects, and DIY enthusiasts. Pricing is unit-based and not publicly disclosed; the company emphasizes a cost advantage of up to 48% versus open-cell spray foam. Nu-Wool's products are backed by a 10-year Energy Guarantee on heating and cooling bills for qualifying new homes, a differentiator the company claims is unique among insulation manufacturers.
In 2024, Nu-Wool and its sister company CMS were acquired by SOPREMA, a family-owned international building materials group, ending three generations of Henderson family ownership (Al Altenbernt founder 1949, Fred Henderson 1972, Mark Henderson 1998, Matt Henderson 2019). The company remains operationally intact as a subsidiary and continues to serve the North American market through its certified dealer network.
Nu-Wool firmographics
Firmographics- Name
- Nu-Wool
- Legal name
- Nu-Wool Co., Inc.
- Website
- https://nuwool.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nu-Wool Co., Inc. is a Michigan-based cellulose insulation manufacturer founded in 1949, producing recycled-paper insulation products sold through certified dealers, retail channels, and direct commercial sales for residential and commercial construction.
- Ownership category
- akta.pro rank
Nu-Wool industry classification
Industry- Product category
- Building Insulation Materials
- NAICS
- Pulp Mills (322110), Nonwoven Fabric Mills (31323)
- SIC
- Pulp Mills (2611), Plastic Material, Synth Resin/Rubber, Cellulos (No Glass) (2820)
- akta.pro primary industry
- Cellulose (Recycled Fiber) Insulation (IMADAGAC)
- akta.pro secondary industries
- Cellulose-Based Biodegradable Materials (cellulose films, fibers, derivatives) (IMAEAOAE), Insulation Retail (Fiberglass, Foam Board, Spray Foam Kits) (CRAIAEAE)
Keywords
Where Nu-Wool is headquartered
LocationHeadquarters
- HQ city
- Jenison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nu-Wool business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Cellulose Insulation Products: Nu-Wool manufactures and sells cellulose insulation products including Premium Cellulose Insulation, ECOCELL batts and blankets, Nu-Seal Spray Foam, and INSULDRI foundation insulation. Sales are made B2B to contractors, distributors, and through retail channels to DIY consumers.
- Dealer Program & Training: Exclusive Dealer Program provides franchise-like support without franchise fees, including training, certification, equipment, co-op advertising, volume rebates, and marketing support for certified installers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Competitive market pricing with cost advantage over spray foam alternatives |
| Unit Pricing | Pay-as-you-go | DIY products available at retail locations |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Nu-Wool product offering
Product offeringCore offering
Nu-Wool Co., Inc. manufactures cellulose insulation products from recycled paper (86% recycled content) for use in walls, attics, and floors of residential and commercial structures. The product portfolio includes Nu-Wool Premium Cellulose Insulation, ECOCELL Batts & Blankets, Nu-Seal/Nu-Cell spray-applied insulation, and INSULDRI foundation insulation, sold through a network of certified exclusive dealers, retail lumberyards, and direct to commercial contractors. The company also engineers its own insulation installation equipment and trains certified installers in its proprietary WALLSEAL System.
Product overview
Nu-Wool Co., Inc. is a building materials manufacturer offering a portfolio of insulation products. The core product is Nu-Wool Premium Cellulose Insulation, a sustainable insulation made from recycled paper with 86% recycled content and 3.8 R-value per inch. Supporting products include ECOCELL Batts & Blankets (cellulose-based alternatives to fiberglass), Nu-Seal Spray Foam, INSULDRI Foundation Insulation, and Nu-Cell Spray Applied Insulation. The company also offers the proprietary WALLSEAL System for dense-pack wall cavity installation. All products are backed by Nu-Wool's 10-year Energy Guarantee on heating and cooling bills. Products are sold through a network of certified exclusive dealers and select retailers for both professional installation and DIY projects.
Differentiator
Problem solved
Functional benefit
Brands
- ECOCELL: Industry-first cellulose-based batt and blanket insulation system made from recycled fibers, designed for walls, ceilings, basements, and other applications. Available in 1.5" and 2.5" thicknesses with R-6 and R-10 values respectively.
- Nu-Seal
- INSULDRI
- Nu-Cell
- WALLSEAL
Products and services
- Nu-Wool Premium Cellulose Insulation Energy-saving cellulose insulation made from recycled paper with 86% recycled content, 3.8 R-value per inch thermal performance, Class A fire rating, and EPA registered fungicide. Used in walls, attics, and floors of residential and commercial structures, backed by a 10-year Energy Guarantee on heating and cooling bills.
- ECOCELL Batt and Blanket Insulation Industry-first cellulose-based batt and blanket system made from Nu-Wool Premium Cellulose Insulation and recycled fibers. Available in 1.5-inch (R-6) and 2.5-inch (R-10) thicknesses, designed for friction-fit installation in walls, basements, and crawlspaces as a non-irritating alternative to fiberglass batts. ICC-ES recognized (ESR-2921).
- Nu-Seal Polyurethane Spray Foam
Quantifiable outcome
- Costs up to 48% less than open cell spray foam
- +5 more outcomes
Companies that use Nu-Wool
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Nu-Wool technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Nu-Wool partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Nu-Wool competitors and assessment
Company assessmentBroad incumbents
- CertainTeed (Saint-Gobain): CertainTeed is a major US manufacturer of fiberglass insulation, spray foam, and other building products under Saint-Gobain. It overlaps with Nu-Wool's residential and commercial insulation offerings and competes in the same builder and contractor channel.
- Johns Manville (Berkshire Hathaway): Johns Manville is a large US manufacturer of fiberglass batt and blown insulation, spray foam, and other building products. While not a cellulose specialist, JM competes head-to-head with Nu-Wool for residential and commercial insulation specification, particularly against ECOCELL batts.
- Owens Corning: Owens Corning is a global building materials leader with a major fiberglass and mineral wool insulation portfolio (including Thermafiber). It competes with Nu-Wool across residential and commercial construction, and its scale and R&D capacity represent the structural competitive backdrop for niche players like Nu-Wool.
- Knauf Insulation: Knauf is one of the world's largest insulation manufacturers, with fiberglass, mineral wool, and other products. It is a broad incumbent competing with Nu-Wool in residential and commercial insulation markets and represents the kind of well-capitalized competitor that pressures pricing and share for niche players.
Direct peers
- International Cellulose Corporation: International Cellulose Corporation manufactures spray-applied cellulose and acoustic insulation products for residential, commercial, and industrial applications. Comparable to Nu-Wool in cellulose technology and contractor-driven distribution, with a particular focus on spray-on systems similar to Nu-Wool's WALLSEAL approach.
- GreenFiber: GreenFiber is one of the largest US manufacturers of cellulose insulation, producing blown-in and spray-applied cellulose for residential and commercial markets. It is the closest direct competitor to Nu-Wool in terms of product category, channel (dealer/distributor), and target customer.
- Applegate Insulation: Applegate manufactures cellulose insulation products for residential and light commercial applications, distributing through dealers and home centers. Direct competitor to Nu-Wool's blown-in cellulose offering with overlapping target customers and similar product positioning around recycled content.
Emerging players
- Demilec (Huntsman): Demilec, acquired by Huntsman, manufactures spray polyurethane foam insulation for residential and commercial applications. Comparable to Nu-Wool as an alternative insulation technology competing for the same end-use applications and contractor relationships.
- Icynene-Lapolla (Holcim): Icynene (now part of Holcim) is a leading manufacturer of spray foam insulation, directly competing with Nu-Wool's Nu-Seal spray foam line and adjacent to its core cellulose business. Comparable as a category-adjacent insulation technology targeting similar residential and commercial customers.
Others
- SOPREMA (parent): SOPREMA is Nu-Wool's parent company following the 2024 acquisition and is a global manufacturer of roofing, waterproofing, and building envelope products. Comparable as the acquirer that now controls Nu-Wool's strategy, distribution synergies, and capital allocation across the broader building materials portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights8 records
Customer concentration
Nu-Wool social profiles
Digital presenceNu-Wool compliance and trust
Trust signalCompliance5 records
Nu-Wool financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nu-Wool leadership team
Management profileNumber of profiles
Profiles8 records
Nu-Wool funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nu-Wool M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nu-Wool
What does Nu-Wool do?
Nu-Wool Co., Inc. manufactures cellulose insulation products from recycled paper (86% recycled content) for use in walls, attics, and floors of residential and commercial structures. The product portfolio includes Nu-Wool Premium Cellulose Insulation, ECOCELL Batts & Blankets, Nu-Seal/Nu-Cell spray-applied insulation, and INSULDRI foundation insulation, sold through a network of certified exclusive dealers, retail lumberyards, and direct to commercial contractors. The company also engineers its own insulation installation equipment and trains certified installers in its proprietary WALLSEAL System.
Is Nu-Wool a public or private company?
Nu-Wool is a private company. It is classified as corporate owned and is currently operating.
When was Nu-Wool founded?
Nu-Wool was founded in 1949. It employs 1 to 10 people.
Where is Nu-Wool based?
Nu-Wool is headquartered in Jenison, United States, in the North America region.
How does Nu-Wool make money?
Two revenue lines are on record. Cellulose Insulation Products are the primary driver. The others are dealer Program & Training.
Who are Nu-Wool's main competitors?
Broad incumbents on record are CertainTeed (Saint-Gobain), Johns Manville (Berkshire Hathaway), Owens Corning and Knauf Insulation. Direct peers are International Cellulose Corporation, GreenFiber and Applegate Insulation. Emerging players are Demilec (Huntsman) and Icynene-Lapolla (Holcim). SOPREMA (parent) is listed as an others.
Does Nu-Wool have an API?
No public API is recorded for Nu-Wool.
What industry is Nu-Wool in?
Nu-Wool's product category is Building Insulation Materials. Its primary akta.pro industry code is IMADAGAC, Cellulose (Recycled Fiber) Insulation, with a secondary code of IMAEAOAE, Cellulose-Based Biodegradable Materials (cellulose films, fibers, derivatives). Its NAICS code is 322110 and its SIC code is 2611.