Jenolite: How a Classic DIY Brand is Reaching New Heights with Innovation and Upcycling
In the world of DIY and home improvement, few brands have the legacy of Jenolite.
Once a household name in Britain, the company found itself at a crossroads in 2019, nearly succumbing to irrelevance. But thanks to a revival fueled by product innovation, savvy e-commerce strategies, and the rise of upcycling culture, Jenolite is now on track to hit an impressive milestone: £8 million in annual sales by the end of 2024.
Here’s how the brand has transformed itself and captured the attention of a new generation of DIY enthusiasts.
A Storied Legacy in Need of Revival
Jenolite, often called Britain’s answer to the American rust-treatment giant Rust-Oleum, has an impressive history dating back over 80 years.
Once trusted by high-profile clients like the Ministry of Defence, Airbus, and Boeing, the brand had become nearly obsolete by 2019. It seemed that Jenolite, known for its rust-removal products, was on the verge of fading away—until it caught the attention of entrepreneurial duo Neil Wildon and his son-in-law, Connor Heaps.
A Strategic Relaunch: New Leadership and a New Vision
Recognising the potential in Jenolite’s legacy, Wildon and Heaps took the reins in 2020, with a bold strategy to revive the brand. Their approach combined honouring the company’s heritage with a fresh and innovative twist.
Under this new leadership, Jenolite has seen a remarkable 255% growth and is now the top rust-treatment brand on Amazon UK, commanding a 40.9% market share. The brand has also become the second most popular spray paint on Amazon UK, boasting a 10.8% share and a striking 90% sales increase between 2023 and 2024.
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Riding the Upcycling Wave and Capitalising on Social Media Trends
The surge in DIY and upcycling, particularly during the COVID-19 lockdowns, presented a golden opportunity. As people spent more time at home, interest in DIY projects and furniture upcycling soared, giving rise to trending hashtags like #upcycledfurniture on social media.
Jenolite’s products, particularly its line of easy-to-use Directorust paints, became a favourite among both seasoned DIYers and beginners. This shift has cemented Jenolite’s status as a go-to brand for a new generation of homeowners looking to bring life to old furniture and décor.
Innovative Products That Meet the Moment
Key to Jenolite’s resurgence has been a focus on product innovation. Under the leadership of CEO Neil Wildon, the brand has expanded its product range from just 15 lines in 2019 to over 400 today. With the introduction of popular items like Directorust paints, which make rust treatment easier, and eye-catching neon, glitter, and fluorescent spray paints, Jenolite has tapped into the DIY and craft movement that appeals to a young, creative demographic.
“Our range of high-quality products allows people to complete full projects—from restoration to painting to protection—all in one step,” explains Wildon. “This one-stop solution approach has been essential in turning us into a versatile paint and decoration brand.”
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Digital Transformation and Targeting the Next Generation of DIYers
Jenolite’s digital-first approach has been instrumental in reaching Millennials and Gen Z consumers. The company’s sleek e-commerce platform, combined with an aggressive Amazon strategy, has made it easy for consumers to discover and purchase their products online. The pandemic further accelerated this shift, with a growing number of people turning to online resources for DIY supplies.
Jenolite’s Managing Director, Connor Heaps, emphasises the importance of staying relevant: “Our fastest-growing customer group is aged between 25-35. We focus on current design trends to keep our paint colours fresh, and our British-made label has resonated well with those who prioritise quality.”
Expanding Product Lines to Fuel Creativity and DIY Exploration
Jenolite’s product range has expanded to cater to a variety of DIY needs. Beyond its core rust-treatment solutions, the brand now offers creative and vibrant options like glitter and neon spray paints, perfect for adding personality to any DIY project. This diversity has attracted a broader customer base, including those interested in crafting, furniture restoration, and home décor.
Wildon notes, “Our products are designed to empower creativity, giving customers the tools to transform and personalise their spaces.”
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85 Years of Heritage and Future Ambitions: From Awards to Retail Expansion
As it celebrates its 85th anniversary, Jenolite has plenty of reasons to celebrate. The company recently won multiple awards, including two prestigious International Stevies, a testament to its successful revival and product quality. International growth has also been substantial, with sales increasing 514% since 2021. With the momentum behind them, Jenolite is planning a UK retail launch in 2025, signalling its intent to expand even further.
The Road Ahead for Jenolite
Jenolite’s journey from near-obsolescence to a thriving DIY brand is a testament to the power of innovation and strategic reinvention. By tapping into modern trends like upcycling, leveraging the reach of social media, and continuously updating its product lineup, Jenolite has secured its position as a leader in rust treatment and DIY solutions. As it eyes new markets and retail opportunities, this historic brand is poised for a bright future in the hands of a new generation of DIY enthusiasts.
