The Story of Iduna A/S
Iduna's story begins in 1959, when the company was established as a trading company with a wide assortment – from lubricants to Norwegian shrimp and a single cleaning product. Fairly quickly, a passion for chemistry and cleaning products was discovered, which became the foundation for our mission:
"We develop and produce professional cleaning products in Denmark that are eco-labelled, of high quality, and created with passion and expertise."
The company was founded by Nicolai Schach-Jensen and has been run as a family-owned business since its inception. In 1998, we moved to our current address in Birkerød, where we continued our development and growth.
Iduna A/S Today
Today, Iduna A/S is led by Helle Schach Poulsen and Lars Fabricius Poulsen. The company now has extensive facilities with its own development and production of cleaning products for a wide range of customer segments – both in Denmark and internationally.
We closely follow market needs and constantly work to develop more effective and environmentally friendly cleaning solutions. Our goal is to be a driving force in the industry and to deliver products that create value and sustainability for our customers.
Our History and Development
We started as a trading company with a mixed assortment, including lubricants, shrimp from Norway, and a single cleaning product. Our passion became: professional cleaning products.
Chemical engineer Günther shapes the development of cleaning products.
HACCP concepts: For Danish butcher masters, which later evolved into a successful partnership between Iduna and Inco as well as Dansk Cater.
Environment and quality – ISO certification: ISO 14001 and ISO 9001. From 1994 to 2018.
First Nordic Swan Ecolabel licence for Iduna Products.
Joint Venture company with production in Hamburg.
New ownership – Helle and Lars Poulsen acquire 100% of the shares in Iduna.
Turn-Around project initiated, appointment of a professional board and new management.
Investments in production – purchase of a new filling machine from Breitner. Simultaneously, shares in the Joint Venture company in Hamburg are sold to invest in Iduna.
NEW Corporate Identity: Preparation for export, multilingual labels. "Preserve the core, and stimulate the substance."
New export markets: We launch Iduna products for customers in Germany, Sweden, the Baltics & Iceland.
Investment in Capture systems: Bag in Box, IduFoam Gun. Iduna continues to focus on systems and solutions.