Nortec
Nortec A/S is a Danish privately-held company (founded 1988, Vejle) that provides investment-free communal laundry solutions and EV charging infrastructure to housing associations, property companies, businesses, and institutions across Denmark, the UK, Spain, and Sweden, financed through per-use fees, subscriptions, and equipment sales.
- Company typePrivate
- Founded1988
- HeadquartersVejle, Denmark
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Nortec does
Nortec A/S is a Danish privately-held company headquartered in Vejle, founded in 1988 by Tom Madsen to provide communal laundry solutions and EV charging infrastructure to Danish residential, commercial, and institutional customers. The company operates two principal business pillars: (1) investment-free laundry solutions under the TotalCare brand, encompassing industrial washing machines (Hydros SW series 7–32 kg), compact professional washers/dryers (Stratos XW/HW, Hedros ST series 11–38 kg with heat pump variants), the proprietary NEXT payment terminal supporting 17 languages and QR-based machine control regardless of brand or age, and the e-vaskeri mobile application; and (2) investment-free EV charging under the TotalCare Go brand, with proprietary Connect One/Duo and Vision Duo chargers (22 kW) plus resold Zaptec Pro chargers, all managed via the Nortec Go app that integrates with Monta for access to 500,000+ European charging points. The revenue model blends equipment sales (direct purchases of washers, dryers, chargers, and Tilbehør+ furnishing packages), recurring per-use fees (TotalCare Pro), fixed monthly subscriptions (TotalCare Rate, service agreements), and Swan-labeled detergent/accessory sales. Distribution is sales-led through district managers and specialized E-Mobility, sustainability, and industry consultants across Denmark, with a 45+ technician nationwide service network and 11-person customer service team handling 50,000+ inquiries annually (90% first-contact resolution).
The company has executed an aggressive inorganic growth strategy in 2024–2025, acquiring Danish EV charging operator Drivee (becoming one of Denmark's largest public charging station players), ProStrøm's charging activities, UK laundry company WASHCO (described as its largest investment to date), and Spanish laundry company Lavatur. Operating geographies now span Denmark, Sweden (channel), the UK, and Spain. Ownership remains founder-dominated under Tom Madsen with sales director Steen Duus as co-owner; no institutional investment is disclosed. Reported scale includes 2,400–2,700+ TotalCare laundry installations and 4,000+ charging points across Denmark, with no publicly disclosed revenue or ARR figures. The company positions around sustainability messaging, climate-forest investments, and quantified outcomes (3x lower energy/water consumption vs. household laundry, 30,000+ hour equipment lifespan, up to 60% energy reduction via heat pump dryers), and pursues social-impact initiatives such as the Kilden mobile laundry wagon for Copenhagen's homeless population in partnership with AKB København and Københavns Kommune.
Nortec firmographics
Firmographics- Name
- Nortec
- Legal name
- Nortec A/S
- Website
- https://nortec.dk
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Nortec A/S is a Danish privately-held company (founded 1988, Vejle) that provides investment-free communal laundry solutions and EV charging infrastructure to housing associations, property companies, businesses, and institutions across Denmark, the UK, Spain, and Sweden, financed through per-use fees, subscriptions, and equipment sales.
- Ownership category
- akta.pro rank
Nortec industry classification
Industry- Product category
- Commercial Laundry Services
- NAICS
- Industrial Launderers (812332)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Subscription / Membership Laundry Pickup & Delivery (HSAJACAC)
- akta.pro secondary industry
- Hotel / Hospitality Laundry Pickup & Delivery (HSAJACAF)
Keywords
Where Nortec is headquartered
LocationHeadquarters
- HQ city
- Vejle
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Nortec business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- TotalCare Laundry Solutions: Investment-free laundry solutions where Nortec finances, installs, maintains and services equipment. Revenue generated through per-start fees or fixed monthly subscriptions (Rate model). Customers pay per wash cycle or flat monthly rate.
- TotalCare Go Charging Solutions: Investment-free EV charging solutions where Nortec finances, installs, operates and services charging infrastructure. Revenue from usage-based charging fees or fixed subscription models.
- Equipment Sales: Direct purchase of washing machines, dryers, and charging stations with optional service agreements for maintenance and support.
- Service Agreements: Monthly service contracts providing maintenance, support, spare parts, and priority response times for both laundry and charging equipment.
- Laundry Detergents and Accessories: Sale of Swan-labeled detergents and accessory products for laundry facilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Tilbehør+ Basic Package - 27,500 kr. |
| One time/ perpetual license | Pay-as-you-go | Tilbehør+ Medium Package - 60,500 kr. |
| One time/ perpetual license | Pay-as-you-go | Tilbehør+ Premium Package - 120,000 kr. |
| Usage-based | Monthly | TotalCare Pro - Per Start Model |
| Subscription | Monthly | TotalCare Rate - Fixed Monthly Subscription |
| Subscription | Monthly | Service Agreement for Charging Stations |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Nortec product offering
Product offeringCore offering
Nortec delivers investment-free professional laundry and EV charging solutions under its TotalCare and TotalCare Go service models, where the company finances, installs, operates, maintains, and services the equipment for the customer. The portfolio spans communal laundry rooms for housing associations, businesses, institutions, and tourism properties, alongside EV charging infrastructure for residential and commercial sites, complemented by direct sales of professional washing machines, dryers, payment terminals, EV chargers, and laundry accessories.
Product overview
Nortec is a Danish company specializing in professional laundry solutions, EV charging infrastructure, and outdoor services. The product portfolio consists of two main service pillars: laundry solutions (including TotalCare° investment-free laundry solutions, TotalCare Home for tight-building apartments, and professional equipment) and EV charging solutions (including TotalCare° Go investment-free charging solutions). The laundry equipment division includes Hydros SW series industrial washing machines (7-32 kg capacities), Stratos XW/HW compact washing machines (7-8 kg), and Hedros ST series tumble dryers (11-38 kg) with heat pump variants (ST HP series). The charging infrastructure includes Connect One/Duo, Vision Duo/Duo Touch, and Zaptec Pro/Pro Duo EV chargers (all rated 22 kW). Payment solutions include the NEXT Terminal with QR code technology. Software offerings include the Nortec Go app for EV charging access across Europe and the e-vaskeri app for laundry management. Nortec has expanded through acquisitions including Lavatur (Spain), Drivee (Denmark), and investment in WASHCO (UK).
Differentiator
Problem solved
Functional benefit
Brands
- TotalCare: Investment-free laundry solutions where Nortec finances, installs, operates, and services the laundry facility
- TotalCare Go
- Nortec Go
- e-vaskeri
- TotalCare Home
- Kilden
Products and services
- TotalCare° Laundry Solution Investment-free professional laundry solution where Nortec finances, installs, maintains, services, and supports the laundry operation for the customer with no upfront cost. Available via per-use (per-start) or fixed monthly subscription (Rate) models; targeted at housing associations, property companies, businesses, institutions, and tourism operators.
- TotalCare° Go EV Charging Solution Investment-free EV charging solution where Nortec finances, installs, maintains, services, and supports the charging station infrastructure for the customer with no upfront cost. Includes 365-day support and insurance coverage; targeted at housing associations, businesses, and tourism operators.
- TotalCare Home
Quantifiable outcome
- Professional machines designed for 30,000+ operating hours vs 4,600 for household machines
- +6 more outcomes
Companies that use Nortec
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles4 records
Nortec technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature10 records
Nortec partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- AKB KøbenhavncoreCollaboration with AKB København and Copenhagen Municipality on Kilden project - a mobile laundry wagon in Copenhagen providing free access to laundry, warm baths, and safe community for homeless and socially vulnerable citizens. Staffed by volunteers three days a week.
- Københavns KommunecorePartnership with Copenhagen Municipality on Kilden social project providing laundry and bathing facilities for homeless citizens
- Mads WürtzminorSponsorship partnership with professional cyclist Mads Würtz including launch of three-episode mini-series about his journey to the top in gravel cycling
- MontacoreIntegration with Monta's charging network providing access to 500,000+ public charging points across Europe for Nortec Go app users. Enables interoperability with major public charging cards.
- LavaturcoreAcquisition of Spanish laundry company Lavatur, expanding Nortec's presence in the Spanish market
- DriveecoreAcquisition of Drivee making Nortec one of Denmark's largest players in the public charging station market
- ProStrømminorAcquisition of charging station activities from ProStrøm, expanding service capabilities
- WASHCOcoreInvestment in British laundry company WASHCO, described as company's largest investment to date
Scale indicators11 records
Recent moves4 records
Expansion highlights8 records
Nortec competitors and assessment
Company assessmentBroad incumbents
- Miele Professional: Global manufacturer of professional laundry equipment (the Stratos line distributed by Nortec is built in partnership with Miele-related platforms); a broad incumbent supplying similar commercial laundry machines to operators and end customers.
- Electrolux Professional: Major global manufacturer of commercial laundry equipment including professional washing machines and dryers; directly comparable as a supplier of industrial laundry machines used in shared and commercial laundry facilities.
- CWS International: Large European provider of washroom hygiene, workwear, and connected service solutions including laundry; comparable business model of contracted, recurring commercial laundry and hygiene services across multiple European markets.
Direct peers
- Jensen Group: Belgian-headquartered supplier of industrial laundry equipment and automation solutions for heavy-duty commercial laundries; directly comparable in target customers (institutional and commercial laundry operators) and product category.
- Mewa: European textile and workwear service company offering recurring laundering and supply of uniforms, towels, and industrial textiles; comparable subscription/service-based model serving B2B customers across multiple European countries.
- Zaptec: Norwegian manufacturer of EV charging stations with patented load-balancing technology; directly comparable as a residential and commercial EV charging specialist whose products Nortec distributes and integrates into its TotalCare Go solution.
- Lavatur: Spanish communal laundry services company acquired by Nortec in 2025; a direct peer in the Southern European market operating the same investment-free, subscription-based laundry model for housing and residential customers.
- Monta: Danish-founded EV charging software and roaming platform that Nortec integrates with to give access to 500,000+ charging points across Europe; a direct peer and platform partner in the public EV charging ecosystem.
- WASHCO: UK-based communal laundry services company serving housing and multi-tenant residential markets; a direct strategic peer that Nortec has invested in as part of its international expansion.
Emerging players
- Easee: Norway-based EV charging hardware and platform provider for residential and commercial use; an emerging peer in the same Nordic residential EV charging category where Nortec has built a strong position.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Nortec social profiles
Digital presenceNortec financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nortec leadership team
Management profileNumber of profiles
Profiles6 records
Nortec subsidiaries and ownership
Company hierarchySubsidiaries4 records
Nortec funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nortec M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nortec
What does Nortec do?
Nortec delivers investment-free professional laundry and EV charging solutions under its TotalCare and TotalCare Go service models, where the company finances, installs, operates, maintains, and services the equipment for the customer. The portfolio spans communal laundry rooms for housing associations, businesses, institutions, and tourism properties, alongside EV charging infrastructure for residential and commercial sites, complemented by direct sales of professional washing machines, dryers, payment terminals, EV chargers, and laundry accessories.
Is Nortec a public or private company?
Nortec is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nortec founded?
Nortec was founded in 1988. It employs 51 to 100 people.
Where is Nortec based?
Nortec is headquartered in Vejle, Denmark, in the Europe region.
How does Nortec make money?
Five revenue lines are on record. TotalCare Laundry Solutions are the primary driver. The others are totalCare Go Charging Solutions, equipment Sales, service Agreements and laundry Detergents and Accessories.
Who are Nortec's main competitors?
Broad incumbents on record are Miele Professional, Electrolux Professional and CWS International. Direct peers are Jensen Group, Mewa, Zaptec, Lavatur, Monta and WASHCO. Easee is listed as an emerging player.
Does Nortec have an API?
No public API is recorded for Nortec.
What industry is Nortec in?
Nortec's product category is Commercial Laundry Services. Its primary akta.pro industry code is HSAJACAC, Subscription / Membership Laundry Pickup & Delivery, with a secondary code of HSAJACAF, Hotel / Hospitality Laundry Pickup & Delivery. Its NAICS code is 812332 and its SIC code is 5040.