After 80 years, Jenolite – Britain’s answer to global US brand Rust-oleam, had almost rusted to the bone in 2019. Despite the brand once boasting famous customers including the Ministry of Defence, Airbus and Boeing, sales seemed unsalvageable.
Yet, a surge in interest in upcycling, fuelled by the Covid lockdowns but which has now been assimilated into the mainstream with #upcycledfurniture continuing to trend as a social media hashtag, has seen demand boom from a new generation.
Relaunched by entrepreneurial father and son Neil Wildon and Connor Heaps in 2020, Jenolite has grown 255% and will hit over £8m in sales by the end of 2024. This makes it the leading rust treatment brand* on Amazon UK with 40.9% market share, and the second biggest spray paint brand** at 10.8% market share, with sales of the latter increasing 90% 2023-2024.
Neil Wildon, Jenolites CEO, cites “Getting the brand right and innovating easier to use products like Directorust paints” for helping it capitalise on the upcycling trend. Wildon continued, “Jenolite had lost both its heritage and relevance. Our first step was to get the brand looking good and follow that with a pipeline of innovations that make metal renovation easy. This has moved us beyond being an expert rust converter to a paint and decoration brand that anyone can use.”
With a slick e-commerce platform, new packaging and aggressive Amazon strategy, the brand has built appeal amongst Millennials and Gen Z, with the impact of the Covid lockdowns also coinciding to fuel an increase in online DIY sales. “Our fastest growing customer group is aged between 25-35.” says, Jenolite MD Connor Heaps, Wildon’s son-in-law, “We are always looking at design trends to make sure our paint colours stay fresh. Also, communicating more proudly that Jenolite is made in Britain has also helped us build our quality message.”
The Jenolite product range grew from 15 lines in 2019 to 400+ today as DIYers have embraced upcycling and the craft movement. Underpinning the brand’s growth are product innovations such as the Directorust paints and spray paints that offer short cut quick fixes. Glitter spray, neon fluorescent spray paints and vibrant garden paints have also caught the imagination of a new generation of customers.
Neil Wildon, Jenolite CEO added: “Our range of high-quality products allow people to complete full projects – consumers can restore, paint and protect – in one step, whilst being able to add creative flair to their DIY ventures.”
Recently celebrating its 85th anniversary with success at a host of business awards, including winning two International Stevies, the brand has also seen promising international growth with sales increasing 514% since 2021. It now has set its sights on a UK retail launch in 2025.
