RESNOVA SRL
Resnova S.r.l. is an Italian BASF-appointed distributor of AdBlue® (Diesel Exhaust Fluid), engine coolants, brake fluids, and industrial chemical solutions, serving automotive workshops, fleets, and industrial customers across 63+ countries from its Mairano (Brescia) hub.
- Company typePrivate
- Founded2000
- HeadquartersFlero, Italy
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What RESNOVA SRL does
Resnova S.r.l. is a privately held Italian specialty-chemicals distributor founded in 2000 and headquartered in Mairano (Brescia), operating as an official BASF distributor of automotive fluids and industrial chemical solutions. Its core offering is AdBlue® (Diesel Exhaust Fluid, 32.5% urea solution) certified to ISO 22241, supplied in formats ranging from 5L canisters and 200L drums to 1000L IBC containers and 25–30 tonne tanker deliveries. The portfolio has expanded to include Cool Breeze engine coolants (Red G12, Blue/Yellow G11), Brake Master DOT 3/4 brake fluids, PIUSI dispensing pumps, and B2B chemical products including technical urea prills, ureic solutions (33–68% concentration), and 24.5% ammonia solutions for industrial DeNOx applications.
The business runs a hybrid go-to-market combining direct B2B sales for bulk and industrial orders with a self-serve e-commerce storefront at piublue.it for smaller volumes, integrated with Stripe payments. It targets automotive workshops, vehicle fleets, dealerships, and industrial customers across more than 63 countries, with a stated customer base exceeding 11,000. Pricing is unit-based for retail SKUs (e.g., €9.00 +IVA per 5L standard AdBlue canister; €11.70 +IVA per 5L ZeroPCF; €180–€1,248 +IVA for PIUSI pumps) and quote-based for bulk industrial products.
Revenue derives primarily from transactional product sales across three streams: retail e-commerce, B2B/bulk distribution, and premium-priced sustainable variants including AdBlue® ZeroPCF (TÜV-certified Product Carbon Footprint of 0.04 kg CO2e/kg via REDcert² mass balance) and BMBcert™ urea lines. With 19 employees, ISO 9001:2015 and ISO 22241 certifications, and a 25-year operational history, Resnova operates as a specialized mid-market distributor leveraging regulatory tailwinds from Euro 4/5/6 diesel emission standards and emerging EU CBAM/Scope 3 demand for certified low-carbon chemical inputs.
RESNOVA SRL firmographics
Firmographics- Name
- RESNOVA SRL
- Legal name
- Resnova S.r.l.
- Website
- https://piublue.it
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Resnova S.r.l. is an Italian BASF-appointed distributor of AdBlue® (Diesel Exhaust Fluid), engine coolants, brake fluids, and industrial chemical solutions, serving automotive workshops, fleets, and industrial customers across 63+ countries from its Mairano (Brescia) hub.
- Ownership category
- akta.pro rank
RESNOVA SRL industry classification
Industry- Product category
- Automotive Chemical Distribution
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Chemical and Allied Products Merchant Wholesalers (4246)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Chemicals & Allied Products (5160)
- akta.pro primary industry
- Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)
- akta.pro secondary industries
- Lubricants Distribution & Wholesale (Bulk, Packaged, B2B) (EUALAJAE), Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF)
Keywords
Where RESNOVA SRL is headquartered
LocationHeadquarters
- HQ city
- Flero
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
RESNOVA SRL business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales - Retail: E-commerce sales of AdBlue®, coolants, and dispensing equipment through own online shop. One-time purchases of various sizes from 1L to 1000L containers.
- Product Sales - B2B/Bulk: Bulk sales of automotive fluids and chemical solutions to industrial customers, fleets, and dealers. Includes technical urea prills in 1000kg big bags, ureic solutions, and ammonia solutions delivered by tanker trucks (25-30 tonnes).
- Sustainable/Low-Carbon Products: Premium pricing for low-carbon product variants including AdBlue® ZeroPCF, LowPCF urea, and BMBcert™ certified products targeting companies focused on Scope 3 emission reduction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | AdBlue® 5L Canister - Standard |
| Unit Pricing | Pay-as-you-go | AdBlue® ZeroPCF 5L Canister |
| Unit Pricing | Pay-as-you-go | Cool Breeze Blue G11 Coolant |
| Unit Pricing | Pay-as-you-go | Cool Breeze Yellow G11 Coolant |
| Unit Pricing | Pay-as-you-go | Cool Breeze Red G12 Coolant |
| Unit Pricing | Pay-as-you-go | PIUSI Electric Pumps |
| Unit Pricing | Pay-as-you-go | PIUSI Manual Pumps |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
RESNOVA SRL product offering
Product offeringCore offering
Resnova S.r.l. is an official BASF distributor specializing in AdBlue® (Diesel Exhaust Fluid) and related automotive fluids including Cool Breeze engine coolants, Brake Master brake fluids, and PIUSI dispensing pumps. For industrial B2B customers the company supplies technical urea prills, ureic solutions (33%-68%), and ammonia solutions (24.5%) for DeNOx, SCR, and SNCR emission control systems. Products are sold in packaging ranging from 1L canisters to 25-30 tonne tanker trucks, distributed through e-commerce, direct sales, and international shipping from the Mairano (Brescia) hub.
Product overview
RESNOVA SRL is an official BASF distributor specializing in automotive fluids and chemical solutions. The product portfolio centers on AdBlue® (Diesel Exhaust Fluid) in standard and ZeroPCF low-carbon variants, supplemented by Cool Breeze engine coolants (Red G12, Blue G11, Yellow G11), Brake Master brake fluids (DOT 3/4), and PIUSI dispensing pumps. For industrial B2B customers, the company offers technical urea in prills, ureic solutions, and ammonia solutions across Regular, LowPCF, and BMBcert™ sustainability tiers. All products come in various sizes from small containers (1L-10L) to bulk formats (200L drums, 1000L IBC, tanker trucks) with full ISO 9001:2015 certified quality management.
Differentiator
Problem solved
Functional benefit
Brands
- AdBlue® by BASF: Official BASF AdBlue® distribution brand - ISO 22241 certified urea solution for SCR systems
- AdBlue® ZeroPCF
- Cool Breeze
- Brake Master
- BMBcert™
- ZeroPCF™
Products and services
- AdBlue® by BASF Diesel Exhaust Fluid (DEF) at 32.5% urea concentration, ISO 22241 certified, used in SCR systems to reduce NOx emissions from diesel engines. Available in 5L, 10L, 200L drums, and 1000L IBC formats for automotive workshops, fleets, and dealerships requiring Euro 4/5/6 compliance.
- AdBlue® ZeroPCF Low-carbon AdBlue® with Product Carbon Footprint of 0.04 kg CO2e/kg, certified by TÜV using REDcert² mass balance approach. Same ISO 22241 specifications as standard AdBlue® with drastically reduced climate impact, targeting companies focused on Scope 3 reduction and CBAM compliance.
Quantifiable outcome
- Reduces NOx emissions by up to 90% in diesel SCR systems
- +3 more outcomes
Companies that use RESNOVA SRL
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
RESNOVA SRL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
RESNOVA SRL partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BASFcoreOfficial BASF distributor since 2004 - among the first in Italy. Distributes authentic AdBlue® produced in BASF facilities in Germany (Ludwigshafen) under ISO 22241 certification. Partnership has expanded from AdBlue® to include full portfolio of automotive and chemical products. Every liter sold is produced under strict quality controls with full traceability from production facility to customer's tank.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
RESNOVA SRL competitors and assessment
Company assessmentBroad incumbents
- Castrol: Global automotive fluids brand (BP subsidiary) offering coolants, brake fluids, and other automotive chemicals. Comparable product portfolio overlap with Resnova's Cool Breeze and Brake Master lines, but at significantly larger brand and distribution scale.
- Yara International: World's largest producer of AdBlue®/DEF (Air1® brand) with global manufacturing and distribution. Targets the same diesel SCR compliance market but at producer scale, with direct OEM relationships that compete with Resnova's BASF distributor model.
- TotalEnergies Lubrifiants: Global lubricants and automotive fluids division of TotalEnergies. Overlaps with Resnova in automotive fluid distribution (coolants, brake fluids, specialty chemicals) and serves similar fleet and industrial customers, but at significantly larger scale and broader geographic coverage.
- CF Industries: Major North American DEF producer and distributor (under the BlueDEF brand) with growing European presence. Competes in the same DEF/AdBlue® market but at significantly larger scale, with both producer-level margins and direct fleet relationships.
- Mitsui Chemicals: Japanese chemical producer with AdBlue®/DEF distribution in Asia and growing European presence. Competes in the same urea-based DEF market as Resnova, particularly for industrial DeNOx applications in power plants and industrial boilers.
- BASF: Resnova's supplier and the world's largest chemical company. Produces the AdBlue® that Resnova distributes; could be considered both a partner and an indirect competitor if BASF chooses to expand direct distribution or onboard additional distributors.
Regional players
- Old World Industries: US-based producer of Peak DEF (BlueDEF competitor) and automotive fluids. Comparable in DEF portfolio and automotive fluid diversification, but primarily serves North America rather than Europe where Resnova is concentrated.
Emerging players
- LIQUI MOLY: German automotive chemicals specialist with broad portfolio of motor oils, additives, and service fluids. Comparable in targeting automotive workshops and fleets with multi-SKU chemical products, though primarily a lubricants/brand rather than DEF specialist.
Direct peers
- Kruse AdBlue: German AdBlue® distributor with similar focus on automotive fluids distribution and bulk delivery. Highly comparable in size, geography (DACH), and product portfolio to Resnova as a regional DEF specialist serving workshops and fleets.
- GreenChem: European AdBlue® distributor serving automotive and industrial customers across multiple countries. Closely comparable to Resnova as a mid-sized regional DEF distributor with similar product portfolio (AdBlue, coolants, chemicals) and bulk delivery capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
RESNOVA SRL social profiles
Digital presenceRESNOVA SRL compliance and trust
Trust signalCompliance4 records
RESNOVA SRL financial estimates
Financial estimateRevenue estimate
Valuation estimate
RESNOVA SRL leadership team
Management profileNumber of profiles
Profiles1 record
RESNOVA SRL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RESNOVA SRL 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 RESNOVA SRL
What does RESNOVA SRL do?
Resnova S.r.l. is an official BASF distributor specializing in AdBlue® (Diesel Exhaust Fluid) and related automotive fluids including Cool Breeze engine coolants, Brake Master brake fluids, and PIUSI dispensing pumps. For industrial B2B customers the company supplies technical urea prills, ureic solutions (33%-68%), and ammonia solutions (24.5%) for DeNOx, SCR, and SNCR emission control systems. Products are sold in packaging ranging from 1L canisters to 25-30 tonne tanker trucks, distributed through e-commerce, direct sales, and international shipping from the Mairano (Brescia) hub.
Is RESNOVA SRL a public or private company?
RESNOVA SRL is a private company. It is classified as family owned and is currently operating.
When was RESNOVA SRL founded?
RESNOVA SRL was founded in 2000. It employs 11 to 50 people.
Where is RESNOVA SRL based?
RESNOVA SRL is headquartered in Flero, Italy, in the Europe region.
How does RESNOVA SRL make money?
Three revenue lines are on record. Product Sales - Retail is the primary driver. The others are product Sales - B2B/Bulk and sustainable/Low-Carbon Products.
Who are RESNOVA SRL's main competitors?
Broad incumbents on record are Castrol, Yara International, TotalEnergies Lubrifiants, CF Industries, Mitsui Chemicals and BASF. Old World Industries is listed as a regional player. LIQUI MOLY is listed as an emerging player. Direct peers are Kruse AdBlue and GreenChem.
Does RESNOVA SRL have an API?
No public API is recorded for RESNOVA SRL.
What industry is RESNOVA SRL in?
RESNOVA SRL's product category is Automotive Chemical Distribution. Its primary akta.pro industry code is TLAKAOAL, Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners), with a secondary code of EUALAJAE, Lubricants Distribution & Wholesale (Bulk, Packaged, B2B). Its NAICS code is 42312 and its SIC code is 5013.