What Hagmans Nordic does

Hagmans Nordic AB is a privately held Swedish specialty chemical products company headquartered in Fritsla, Sweden, and operating as a subsidiary of the family-owned conglomerate LimhamnsHus Industri AB. The company develops, produces, and distributes paints, coatings, rust protection solutions, vehicle care products, lubricants, and related chemical-technical products under a multi-brand platform spanning more than 26 proprietary and licensed brands, including Hagmans (premium paints/coatings/vehicle care), Landora (Swedish DIY paint), Colorex (Nordic-condition paint and wood care), Starta (lubricants), Micro (value-range automotive products), and the Finnish heritage brand Virtasen (since 1959). It also serves as general agent for Kendall Motor Oil in Sweden and distributes international brands such as SprayMax, SprayTec (Peter Kwasny GmbH), Belton, Auto-K, and Soppec across the Nordic region.

The underlying technology centers on chemical formulations developed in in-house laboratories, including a proprietary recipe bank (Receptbank) tailored for demanding Nordic climates, alongside private label/OEM manufacturing capabilities that allow retailers and distributors to create their own branded offerings from Hagmans Nordic's assortment. Distribution is conducted through a multi-channel network comprising a dedicated B2B webshop (shop.hagmansnordic.com), central warehouse operations in Jung (outside Skara), paint and building supply dealers, automotive parts retailers, specialty automotive channels, and grocery/discount retailers, serving professional painters and contractors, automotive businesses, industrial customers, DIY consumers, retail buyers, and auto enthusiasts across Sweden, Norway, Denmark, Finland, and Germany.

The revenue model combines product sales (one-time), private label/OEM licensing, and third-party brand distribution. Pricing is not publicly disclosed; B2B customers access products through the dedicated webshop and direct sales. The company is owned by LimhamnsHus Industri AB, with no evidence of institutional or venture capital backing, and was most recently expanded through the April 2026 acquisition of Habo Penslar AB to broaden its painting tools portfolio.

Name

Hagmans Nordic

Legal name

Hagmans Nordic AB

Website

https://hagmansnordic.com

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

11–50 employees

Short description

Hagmans Nordic AB is a Swedish privately held specialty chemical products company that develops, produces, and distributes paints, coatings, rust protection, vehicle care, and lubricants across the Nordic region under a platform of 26+ proprietary and licensed brands serving professional, automotive, industrial, DIY, and retail customers.

Ownership category

akta.pro rank

Product category

Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510), Polish and Other Sanitation Good Manufacturing (325612), Chemical and Allied Products Merchant Wholesalers (4246), Soap and Other Detergent Manufacturing (325611)

SIC

Industrial Organic Chemicals (2860), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

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

akta.pro secondary industries

Brooms, Brushes & Dustpans (CRAJAIAA), Wood & Laminate Surface Cleaners & Polishes (CRAJACAD)

Keywords

• Paint and coatings
• Vehicle care chemicals
• Rust protection products
• Lubricants and sprays
• Surface treatment chemicals

Headquarters

HQ city

Fritsla

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sale of chemical technical products for protection, maintenance and operation of vehicles and properties through multiple brands. Products include paints, rust protection, vehicle care, lubricants, cleaning products, floor coatings, and surface treatments. Revenue generated through direct B2B sales, resellers, and distributors.
2. Private Label/OEM: All product types offered under their own brands are also available as private label, allowing customers to create their own unique product offerings from the company's broad assortment.
3. Distribution of Third-Party Brands: As general agent for brands like Kendall Motor Oil in Sweden, distributing American lubricant products with over 40 years of experience.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Hagmans Nordic develops, produces, and distributes paints, coatings, rust protection, vehicle care chemicals, lubricants, and surface treatment products under a portfolio of more than 26 proprietary and licensed brands (e.g., Hagmans, Landora, Colorex, Starta, Kendall, SprayMax, SprayTec, Micro, Virtasen). The company sells to professional painters, automotive workshops, industrial customers, and DIY consumers across the Nordic region through its own B2B webshop, resellers, distributors, and retail partners, and offers private label/OEM production on its entire assortment.

Product overview

Hagmans Nordic is a Nordic chemical products company offering a broad portfolio of kemtekniska (chemical-technical) products for the protection, maintenance, and operation of vehicles and properties. The company operates as a platform-plus-multiple-brands model, aggregating leading brands across diverse product categories including fuels, vehicle care, floor products, interior/exterior paints, coolants, rust protection, lubricants, adhesives and sealants, windshield washer fluid, sprays, roof products, wood care, cleaning products, and tools. Core proprietary sub-brands include Hagmans (premium paints, coatings, sprays, and vehicle care), Landora (Swedish quality paint for DIY consumers), Colorex (high-quality paint and wood care for Nordic conditions), and Starta (wide range of lubricants and chemical-technical products). Distributed international brands include Kendall (American premium lubricants since 1881), SprayMax (2K spray technology for vehicle repair), SprayTec (technical sprays from Peter Kwasny GmbH), Belton (spray paints), Micro (value-range automotive products), Virtasen (Finnish paint brand since 1959), and many others including Best Fuel, Multona, Painty, Auto-K, Macken, Camping Club, Racing, GroWell, By Maria, Cleanosan, Mercalin, Fill In, NSL, Schüller, Soppec, and Ecosorber. The company also provides a B2B webshop at shop.hagmansnordic.com, and online tools including a Kendall Motor Oil Selector and Lubricant Advisor. All products offered under own brands are also available as private label.

Differentiator

Problem solved

Functional benefit

Products and services

• Hagmans Premium brand offering paints, coatings, sprays, and vehicle care products designed to perform in demanding Nordic conditions; for professional and consumer use.
• Landora Swedish quality interior and exterior paint offered at competitive prices, targeted at DIY consumers for home painting projects.
• Colorex High-quality paint and wood care brand specially developed and tested for Nordic climate conditions.
• Virtasen Finnish paint brand with roots in the Turku archipelago region and history dating back to 1959, serving the Finnish and broader Nordic market.
• SprayTec Technical Sprays Complete range of technical sprays including brake cleaner, spray grease, contact cleaner, PTFE lubricant, copper spray, silicone spray, and rust penetrant for workshops, craftsmen, and DIY users; brand owned by Peter Kwasny GmbH and distributed by Hagmans Nordic.
• SprayMax High-performance spray paints and 2K (two-component) technology for vehicle repair, where both paint and hardener are contained in a single aerosol can.
• Belton Leading spray paint brand with a wide range of spray paints for both professional users and creative enthusiasts.
• Kendall Motor Oils and Lubricants American premium lubricant brand including motor oils (GT-1 full synthetic and synthetic blends), transmission fluids, gear lubricants, and specialty lubricants for passenger cars, commercial vehicles, motorcycles, and racing; distributed by Hagmans Nordic in Sweden.
• Micro Well-known value-range brand offering 2-T synthetic oil, AdBlue, lawn mower oil, chain saw oil, and windshield washer fluid (ready-mixed and concentrate), targeted at grocery retail, discount stores, and vehicle trade.
• Starta Wide-range brand of lubricants and chemical-technical products including motor oils, hydraulic oils, transmission oils, brake fluids, and related chemical-technical items.
• Habo Penslar Brushes and painting tools brand with 50+ years of experience; acquired by LimhamnsHus Industri AB (Hagmans Nordic's parent) to broaden the group's painting tools assortment.
• B2B Webshop Business-to-business online ordering platform at shop.hagmansnordic.com that lets trade customers purchase products across the Hagmans Nordic brand portfolio.
• Private Label / OEM Manufacturing Manufacturing and supply of all product types offered under Hagmans Nordic's own brands as private label, allowing customers to create their own branded product offerings from the company's broad chemical-technical assortment.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• LimhamnsHus Industri ABcoreStrategic or Co-development Partner · 1 April 2026LimhamnsHus Industri AB is a family-owned conglomerate offering chemical products for home, building, and vehicles through Hagmans Nordic. The company recently acquired Habo Penslar AB (50+ years experience) to expand their painting tools assortment and strengthen market position.
• Peter Kwasny GmbHcoreTechnology or IntegrationSprayTec brand is owned by Peter Kwasny GmbH. Hagmans Nordic distributes SprayTec products in their market. SprayTec offers a complete range of technical sprays including brake cleaners, spray grease, and contact cleaners for workshops, craftsmen, and DIY enthusiasts.
• Habo Penslar ABminorStrategic or Co-development PartnerHabo Penslar AB, with 50+ years of experience in brushes and painting tools, continues operations under LimhamnsHus Industri, strengthening the group's offering and market position in painting supplies.
• Kendall Motor OilcoreChannel Partner/ Reseller/ DistributorHagmans Nordic serves as general agent for Kendall Motor Oil in Sweden, distributing American-made lubricants with over 135 years of heritage since 1881. Products include motor oils, transmission fluids, and specialty lubricants for automotive and industrial applications.
• Multiple Brand PartnerscoreChannel Partner/ Reseller/ DistributorHagmans Nordic aggregates multiple international and Nordic brands including Auto-K, Belton, Best Fuel, and others, distributing their products through their established Nordic distribution network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Jotun: Norwegian global paints and coatings group with decorative, marine, and protective lines; broader than Hagmans Nordic but a relevant incumbent in the same Nordic coatings market and competitor for rust-protection and industrial coatings.
• Hempel Foundation / Hempel A/S: Danish global coatings manufacturer with strong industrial, marine, and decorative exposure; comparable in surface-coatings formulation and Nordic distribution but operates at materially larger scale than Hagmans Nordic.
• AkzoNobel: Dutch global paints and coatings giant (Dulux, Nordsjö, Hammerite brands) competing across all of Hagmans Nordic's paint and coatings categories in the Nordic region with much greater resources.
• Würth Group: German global fastener and chemical-technical products distributor; comparable to Hagmans Nordic in vehicle care, technical sprays, and workshop chemicals through workshop and trade channels, though far broader in product range.
• Henkel (Adhesive Technologies): German global adhesives, sealants, and functional coatings group; comparable to Hagmans Nordic's putty/adhesive/sealant and surface-treatment categories but operating at vastly greater global scale.

Direct peers

• Tikkurila: Finnish decorative paints and coatings manufacturer (now part of PPG) with strong Nordic DIY and professional brands; comparable to Hagmans Nordic's Landora, Colorex, and Virtasen DIY paint portfolio.
• Beckers Group: Swedish industrial and decorative paint manufacturer with a Nordic and European footprint; directly comparable to Hagmans Nordic in paints, coatings, and rust-protection product categories, though significantly larger.
• Alcro-Beckers (Alcro Färg): Swedish/Nordic retail paint brand (part of Beckers) sold through pro-dealer and DIY channels; directly comparable to Hagmans Nordic's Landora, Colorex, and Hagmans paint retail positioning.
• Flügger Group: Danish paints and coatings manufacturer-retailer operating across the Nordics; comparable multi-brand paint platform with both professional and DIY exposure, directly competing with Hagmans Nordic's paint dealer channels.
• Motip Dupli Group: European manufacturer of spray paints, technical sprays, and vehicle care products; directly comparable to Hagmans Nordic's SprayTec, SprayMax, and Belton spray portfolio and workshop chemicals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hagmanssverige
• LinkedInlinkedin.com/company/hagmansnordic

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries22 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 Hagmans Nordic