Preservation Holding AS Supports the Global Growth of MONTI-Werkzeuge GmbH

Originally published in ipcm (International Paint & Coating Magazine), April 2020.

Following the December 2019 announcement of Preservation Holding AS's investment in MONTI-Werkzeuge GmbH, this feature article for ipcm explored the strategic rationale behind the partnership and the growth vision it enables for the MontiPower brand on the global stage.

Why Preservation Holding and Norvestor Invested in MONTI

Preservation Holding AS is a specialized investment vehicle focused on the surface preparation and corrosion protection sector. Backed by Norvestor — one of Scandinavia's most respected private equity firms — the company brings not just capital but genuine domain expertise in the protective coatings and maintenance market.

The decision to invest in MONTI-Werkzeuge GmbH was driven by three core convictions:

1. Proprietary technology with proven performance: Bristle Blaster® is protected by patents and has been independently validated as achieving grit-blast-equivalent results — a combination that creates genuine competitive differentiation
2. Regulatory tailwinds: Environmental and health regulations around abrasive blasting are tightening across key markets, driving demand for abrasive-free alternatives
3. Underpenetrated global market: Despite strong technology and growing awareness, MONTI had significant untapped potential in markets outside Northern Europe where the brand and product were not yet well known

The Growth Strategy

With Preservation Holding's support, MONTI is executing a growth strategy built on three pillars:

Distribution expansion: Establishing authorized technical distributors in priority markets including North America, the Middle East, Southeast Asia, Australia, and Latin America. Each distributor is selected for technical competence and market access — not just geographic coverage.

Marketing and brand authority: Building MontiPower's position as the global reference point for mechanical surface preparation — through technical content, case study publication, standards participation, and trade show presence.

Product development: Investing in the next generation of MontiPower products, including robotic application platforms and integrated surface preparation systems that extend the brand into higher-value automated solutions.

The Corrosion Protection Market Context

Global spending on corrosion protection — coatings, cathodic protection, and surface preparation — runs to hundreds of billions of dollars annually. The surface preparation segment is the critical enabler of coating performance, yet it has historically received less attention from both technology developers and investors than the coating materials themselves.

Preservation Holding's investment thesis is that this imbalance will correct — and that the companies with superior preparation technology and strong brand recognition will capture disproportionate value as the market grows and professionalizes.

What This Means for MontiPower Customers and Distributors

For customers, the investment means a stronger, better-resourced MontiPower — with more robust distribution, more technical support, and continued product innovation. For distributors, it means a partner with the commitment and capital to support serious market development.

For the broader industry, it signals that surface preparation — long treated as a commodity — is being recognized as a technology-driven market with significant growth potential.

To discuss distribution or commercial opportunities with MontiPower, contact our team directly.