Promal

What Promal does

Promal A/S is a privately held Danish manufacturer of paints, wood protection, and two-component (2K) epoxy and polyurethane coatings, founded in 1938 and headquartered at a 6,500 m² factory in Holstebro, Denmark. Approximately two-thirds of its revenue comes from 2K epoxy and polyurethane systems used primarily for seamless floor coatings, marketed under the Profloor sub-brand alongside proprietary product families such as Profloor EP-primer, EP-SL, EP-TL, PU-Rubber, PU-Comfort, PU-SL, and the water-based EPW epoxymaling. The company also produces water-based wall and ceiling paints, wood protection products, roof coatings (tagmaling), and private-label/white-label formulations for European distributors, with EPD environmental certifications covering key epoxy and PU lines.

The business operates a sales-led, direct-to-trade go-to-market: its B2B e-commerce platform promal.dk is gated to qualified trade customers (paint retailers, master painters, floor installers, and roof painters), with pricing visible only to approved, logged-in users, volume discounts on selected items, and free freight in Denmark above DKK 10,000 (ex-VAT). A separate consumer site, maling.nu, serves non-trade buyers. Field sales representatives (Brian Nygaard, Tommy Jørgensen) provide technical and commercial support for larger projects, and the R&D team (led by Vinod Talpada, MSc Polymer Technology, with René Wilkens Juhl covering organic chemistry) handles formulation, custom color matching in RAL and NCS systems, and quality assurance. Distribution is entirely direct via the company's own platforms and third-party carrier (Transportgruppen), with same-day shipment on 98% of orders and 1–2 business-day domestic delivery. There are no disclosed institutional investors, parent companies, or external funding rounds; ownership is concentrated with CEO Preben Laugesen and co-owner/Production Manager Stefan Jessen.

Name

Promal

Legal name

Promal A/S

Website

https://promal.dk

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Promal A/S is a Danish-owned manufacturer founded in 1938 that produces epoxy, polyurethane, paint, and wood-protection coatings at its Holstebro factory, selling primarily to trade customers (paint retailers, floor installers, master painters) via a gated B2B e-commerce platform and offering private-label manufacturing across Europe.

Ownership category

akta.pro rank

Product category

Industrial Coatings Manufacturing

NAICS

Paint and Wallpaper Retailers (44412)

SIC

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

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Concrete, Epoxy & Specialty Coatings Flooring Retail (CRAIAGAH)

Keywords

• Epoxy floor coatings
• Polyurethane coating systems
• Wood protection products
• Industrial paint manufacturing
• Private label coatings

Headquarters

HQ city

Holstebro

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own-Brand Product Sales: Sale of Promal, Profloor, Microcem, Viking, Proby, Unick, and Sct. Croix branded paints, wood protection, and 2K coating products through the promal.dk B2B e-commerce platform. The company sells direct to qualified trade customers (farvehandlere, malermestre, gulventreprenører) and operates a separate consumer site (maling.nu). Approximately two-thirds of revenue comes from 2K epoxy and polyurethane products.
2. Private Label / White Label Manufacturing: Custom-branded product manufacturing for European distributors and retailers. Promal produces the formulation, applies or ships the customer's label, and manages label inventory. Revenue from per-unit product fees plus setup/layout costs.
3. Accessories and Consumables: Sale of third-party painting and coating accessories (brushes, rollers, sandpaper, diamond tools, personal protective equipment) sourced from brands such as Zinsser, Swarfega, and Iduna.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Promal A/S manufactures and sells paints, wood protection products, roof paints, and a comprehensive range of two-component (2K) epoxy and polyurethane floor coating systems under brands including Promal, Profloor, Microcem, Viking, Proby, Unick, and Sct. Croix. Products are sold primarily through a gated B2B e-commerce platform (promal.dk) restricted to approved trade professionals — paint retailers, master painters, floor installers, and roof painters — with a separate consumer site (maling.nu) handling retail customers. The company also operates an in-house private label and white label manufacturing service for European distributors, with custom color matching in RAL and NCS and short lead times.

Product overview

Promal A/S is a Danish-owned manufacturer founded in 1938, producing paint, wood protection, roof paint, epoxy, and polyurethane products at its factory in Holstebro. Approximately 2/3 of revenue comes from 2-K products based on epoxy or polyurethan, primarily used for seamless floor coverings, with additional products for offshore and industrial applications (vibration damping, embedding). The Profloor sub-brand encompasses epoxy flooring products including Profloor EP-primer, Profloor EP-Uni, Profloor EP-SL (with variants 250/600 kg), and Profloor EP-TL topcoats, alongside polyurethane products such as Profloor PU-Rubber, Profloor PU-Comfort, Profloor PU-SL 40/60, and Profloor Alifatisk PU-Comfort. The Profloor EPW epoxymaling and Profloor PUW Exclusive lacquer complete the product range. Supporting products include Profloor Farvepasta (color paste), Profloor Farveflakes, and Profloor Fortynder/AF Renser. Own brands include Promal, Profloor, Microcem, Viking, Proby, Unick, and Sct. Croix. Promal also offers private label and white label manufacturing services for European customers.

Differentiator

Problem solved

Functional benefit

Brands

• Profloor: Brand for epoxy and polyurethane floor coating systems and products.
• Microcem
• Viking
• Proby
• Unick
• Sct. Croix

Products and services

• Profloor EP-primer (Epoxybinder sæt) Epoxy primer used as a base coat for Profloor epoxy flooring systems. Part of the EPD-certified epoxy product line for professional floor installers.
• Profloor EP-Uni Epoxy coating product used in Profloor seamless epoxy flooring systems. EPD-certified.
• Profloor EP-SL (Colored Epoxy Floor Coating Set) Colored epoxy floor coating (self-leveling) for seamless flooring applications. EPD-certified. Available in 14 kg (EP-SL 250) and 21 kg (EP-SL 600) sets in RAL 7040 and additional colors.
• Profloor EP-TL 650 (Epoxy Topcoat) Epoxy topcoat product for finishing Profloor epoxy flooring systems. Available in multiple sizes. EPD-certified.
• Profloor EP-TL 1300 (Clear Epoxy Topcoat Set) Clear epoxy topcoat for finishing Profloor epoxy flooring systems. EPD-certified.
• Profloor PU-Rubber (Liquid Rubber Mat) Liquid rubber mat product (21 kg) made from polyurethane, used in Profloor PU flooring systems. EPD-certified.
• Profloor PU-Comfort (Soft Topcoat) Soft, flexible polyurethane topcoat (24 kg set) for comfortable floor applications. EPD-certified.
• Profloor PU-SL 40 (Flexible Polyurethane Set) Flexible, tough-elastic polyurethane floor coating (24 kg set) for warehouses and light industry, offering sound-dampening properties. EPD-certified.
• Profloor PU-SL 60 (Polyurethane 24 kg Set) Flexible polyurethane floor coating (24 kg set) with high strength and noise/stone-dampening properties for warehouses and light industry. EPD-certified.
• Profloor Alifatisk PU-Comfort (4:1 Set 20 kg) Aliphatic polyurethane comfort coating (4:1 ratio, 20 kg set) that does not patinate or change under sunlight, suitable for light-colored floors. EPD-certified.
• Profloor EPW Epoxymaling (Water-Based Epoxy Paint) Water-dilutable epoxy paint (6 kg and 12 kg sets) with extra-long potlife (up to 3 hours) and short recoating interval (6–8 hours) for single-day application. Used for walls and floors in extremely loaded areas. EPD-certified.
• Profloor PUW Exclusive (Polyurethane Lacquer) Polyurethane lacquer for finishing Profloor PU floors. EPD-certified.
• Profloor Farvepasta (Color Paste) Color paste for pigmentation of unpigmented Profloor epoxy and PU floor coatings. Available in standard colors and custom colors.
• Profloor Farveflakes (Color Flakes) Color flakes (3–5 mm) for use in epoxy floor coatings; must be topcoated. Available in black, white, grey, dark grey, red, yellow, green, and mixed color options.
• Profloor Fortynder / AF Renser (Cellulose Thinner) Cellulose thinner (20 L) for degreasing and cleaning of contaminated substrates before coating treatment; also removes resin from knots.
• Promal Interior Paints (Indendørs / Inde) Promal-branded interior paints and coatings for indoor applications, sold to painters, retailers, and consumers through the B2B platform and the maling.nu consumer site.
• Promal Exterior Products (Udendørs / Ude) Promal-branded exterior products including wood protection, wood oils, and roof paints (tagmaling) for outdoor applications, sold via the B2B platform.
• Tools and Accessories (Værktøj og tilbehør) Third-party painting and coating accessories (brushes, rollers, sandpaper, diamond tools, personal protective equipment) sourced from brands such as Zinsser, Swarfega, and Iduna, sold alongside Promal's own brand products.
• Private Label / White Label Manufacturing Service Private label/white label manufacturing service for epoxy, PU, paint, wood protection, and lacquer products, sold to European distributors and retailers. Includes in-house printing of black/white labels in small runs and professional color printing, plus label inventory management, with minimum quantities as low as 600 litres for 1K and 1,200 kg for 2K products.

Quantifiable outcome

• 98% of orders shipped same day (if received before 12:00 Mon-Thu, 10:00 Fri)
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• EPD DanmarkcoreTechnology or IntegrationPromal holds EPD (Environmental Product Declaration) certifications for its epoxy, polyurethane, and epoxymaling product lines through EPD Danmark, following the EN 15804 standard. These certifications enable customers to use Promal products in green building certifications (DGNB, LEED, BREEAM). EPDs are published via EPD Danmark's portal.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Beckers Group: Swedish industrial coatings manufacturer serving coil, industrial, decorative and consumer segments. Comparable to Promal as a Nordic industrial paint producer, though with a much larger product range and international footprint.
• Sika: Swiss specialty chemicals company with a strong flooring and sealing systems portfolio including epoxy and polyurethane floor coatings. Compares to Promal in the seamless 2K floor-coating segment, though Sika operates globally across many construction-chemical categories.
• Hempel: Danish-founded global coatings company focused on protective, marine, decorative and industrial coatings. Directly comparable as a Danish paint manufacturer with overlapping product categories, but operates at significantly larger scale worldwide.
• DAW (Caparol): German family-owned paint manufacturer with the Caparol and Alpina brands, producing architectural paints, plasters and façade systems. Comparable to Promal as a privately held European coatings manufacturer serving professional painters, though at substantially larger scale.
• Jotun: Norwegian coatings manufacturer with decorative, protective, marine and powder coatings. Compares to Promal as a Scandinavian-headquartered paint and coatings producer, but at much larger global scale with broader portfolio.

Direct peers

• Teknos: Finnish family-owned coatings manufacturer producing industrial paints, powder coatings and architectural coatings. Closely comparable to Promal as a Nordic private industrial coatings producer serving B2B customers with proprietary formulations.
• Stonhard (Stoncor Group): Manufacturer of seamless epoxy, polyurethane and MMA floor and wall systems for industrial and commercial environments. Directly comparable to Promal's Profloor 2K flooring portfolio in terms of product category, chemistry and end-use applications.
• Flowcrete: Specialist in seamless resin floor systems (epoxy, polyurethane, MMA) for commercial and industrial use, now part of RPM International. Highly comparable to Promal's Profloor 2K epoxy and polyurethane flooring systems, though Flowcrete operates internationally with a larger installer network.

Regional players

• Tikkurila: Finnish decorative paint manufacturer (now part of PPG) with strong Nordic and Eastern European presence. Comparable as a regional Nordic paint brand, but focused on decorative rather than the specialty 2K systems that drive Promal's revenue.
• Flügger: Danish paint manufacturer and retailer selling decorative paints, wood protection and related products through owned stores across Scandinavia. Comparable to Promal as a Danish paint producer serving trade customers, though Flügger is primarily a decorative retailer with broader retail footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MalingNuPromal/videos
• Facebookfacebook.com/Promal.dk
• LinkedInlinkedin.com/company/promal-a-s

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Promal