J.W. Ostendorf (JWO), founded in 1948, is the European leader in retail brand supply in the do-it-yourself (DIY) sector, with the most modern and sustainable paint-manufacturing plant to ensure cost and quality leadership. The family-owned business began in 1948 supplying professional painters before making the decision to focus on the upcoming big retailers in 1968. During the 80s and 90s, JWO assisted retailers in developing the retail brand to become the category leader with revenue and space greater than 50 per cent of the whole paint category.
JWO achieved this by being the pioneer in water-based paint technology, being the first manufacturer to introduce water-based emulsion paints, trim, and wood care in the early 80s, and offering holistic marketing support to build the retailers brands. Since the 90s, JWO has focused on growing the business internationally with the main production facilities in Coesfeld, Germany, and Bordeaux, France (since the acquisition of Renaulac in 2012), and local sales units, so that the company can supply the highest quality products, great flexibility, and tailor-made assortments for their partners. Today, JWO is managing more than 60 brands throughout Europe.
The family-owned business now has its third generation at the helm, with brothers Jan and Jens Ostendorf assuming top positions within the organisation. Jan explains, I am responsible for the product and technology management, product management and R&D department. We have combined all three departments and thereby we are looking at both end-consumer needs and wants and technology-driven advancements to offer category advice, innovation, and tailor-made options to suit each of our retail partners. Jens role in the French business is Directeur Général of Renaulac. He is responsible for the finance department and supports the Renaulac sales team.