The first year has passed at Nordic Filtration

On June 1, 2024, we officially launched Nordic Filtration – and now a year has passed. I would like to share a bit about this first period, the challenges we’ve faced, and some of the things we’re looking forward to in the coming year. I will touch on the following:

- How we regained our position in the market – and the challenges involved

- How 2024/2025 went

- What to expect in 2025/2026

- Partners for Nordic Filtration

Nordic Filtration – All beginnings are hard

In the period following June 1, 2024, it felt like every time my colleagues in the sales department and I were on the phone, I was playing a recorded tape explaining why we had transitioned from Ultrafilter Scandinavia to Nordic Filtration. That story became second nature, but nonetheless, it hurt to tell it over and over. It was a life’s work that I had committed to 110% since 2010, but one I could no longer proudly share.

Most of you already know the story behind it, so I won’t go into detail here, but rather focus on Nordic Filtration – both the past year and the future.

How do you regain your position in the market?

Through hard work! I wish I could say there was an easy solution, but that’s not the case. From the beginning, we knew we were facing a massive task of rebranding – including new marketing materials, a new webshop with thousands of products – some familiar, but also many new.

But a new company, new products, and a new website mean little if there are no customers to begin with.

We sure did have one advantage: Relationships, relationships, relationships! Without the relationships we’ve built with our customers over the years, the task of rebuilding a customer base would have been much harder and taken much longer. Many companies prioritized our relationship and service over the product itself and chose to follow us to Nordic Filtration – where we were, they wanted to do business. I can only say a humble thank you to all those customers.

Today, we’ve rebuilt about 75% of our old customer database – plus all the new ones who joined us over the past year. That makes me proud and happy that we achieved this in just one year, and it tells me the future looks bright.

How did 2024/2025 go for Nordic Filtration?

After a tough start from scratch, we wrapped up the financial year with over 62,000 units sold through Filter-Online & Nordic Filtration. That’s a number I’m proud of, especially considering the first three months were focused on hard work and conversations with both new and existing customers.

We continue to serve our customers through several channels. Some use email, some call in orders – and others use our webshop. Our webshop is constantly evolving, and we’ve listened to customer feedback to improve the user journey so that even more people will choose to shop this way. Therefore, optimizing this experience has been a top priority in 24/25 and will remain so. For example, we’ve developed a system to manage stock levels and estimated delivery times. Logged-in customers can view past orders and easily reorder – quick and simple.

Our first year brought nearly 90,000 visitors to the webshop – from Scandinavia to the USA in the west and India in the east. Together with Filter-Online, Nordic Filtration exported to 90+ countries worldwide – something we can definitely be proud of.

In 24/25, we also welcomed Kevin Morris – a former colleague from the UK division of Ultrafilter, who now manages Nordic Filtration UK as a partner.

What’s coming in 2025/2026?

One of our key focus areas for the next six months is expanding into the German market. We've gained several German customers over the past year, and now it's time to translate both the Filter-Online and Nordic Filtration webshops into German – planned for the second half of 2025. For this market, we also plan to add a partner, similar to Kevin Morris for the UK.

Naturally, I expect our increased presence in Germany to lead to more demand. That’s why I’ve recruited additional sales staff and already secured an agreement with a new employee starting August 1, 2025, to help in the sales department. We’re also planning to hire 1–2 more team members after the summer.

We continuously monitor the market and look for products of interest to our customers. Accordingly, we also expect to expand our product range over the next year.

Partners for Nordic Filtration – Want to join the journey?

With increased activity at Nordic Filtration, I’ve realized I no longer have time for international travel like before. Especially our Scandinavian neighbors have been neglected the past couple of years. That’s why I’m seeking partners in Norway and Sweden – someone local and passionate about B2B sales of our Nordic Filtration products, with the option to also engage in B2C sales via Filter-Online. One could also focus exclusively on B2B or B2C.

Our webshop is already translated into Norwegian and Swedish – but as a partner, you’ll also have influence on the content, making it better tailored for each country.

As a partner, we can provide you with work tools – including the website and a wide product range, as well as printed materials for customer visits. You’ll also have close dialogue with our main office in Denmark – whether it’s sales, procurement, IT, or marketing. You can structure your workday to fit your schedule.

I’d love to share more over coffee at our office in Vissenbjerg or during a Teams meeting. If you're interested or know someone in Norway or Sweden who might be, please share this post and have them contact me at per.johnsen@nordicfiltration.com

A big thank you will never be enough…

Finally, I want to thank our customers, suppliers, and employees. Everyone stuck through the hardest part as we fought to rise again – and now we’re on the other side, looking ahead to all the exciting tasks waiting for us in 2025/2026.

Thank you for reading this.

Per Johnsen