After 30 years, they could win the Business Award again

In 1988, Kurt Peter Nielsen built up a roofing business, and ten years later his efforts were rewarded with the Lolland-Falster Business Award.

He headed Primatag for 45 years before handing over management to his son, Michael Nielsen, in 2023.

Today, the company has once again been nominated for the award. But much has changed since 1998.

Michael Nielsen has been part of the company for around 18 years and took over as CEO roughly two years ago. Along the way, he has helped develop the business from a traditional roofing company into a group with several specialised trades.

Last year, the businesses were brought together under the name Primagruppen, which also includes Sonny VVS and Tømrerfirmaet Stoffregen.

- It has always been my ambition to grow in this way – to be able to do more in-house. We are trying to prepare ourselves for the reality ahead, where the demands are increasing and that means you also need to be a larger company, explains Michael Nielsen, one of Primagruppen’s two managing directors.

Today, the group mainly works on specialist contracts and main contracts, while roofing remains a core business.

Growth on home turf

The development has led to significant growth, and according to Michael Nielsen, the company’s long-standing specialist expertise has been one of the factors enabling it to take on larger projects.

- We have experienced significant growth in recent years. It is probably our historic expertise in the trades we work with that has paid off. We have been well prepared for the development we have seen. That also means you can take on larger projects and win some interesting tenders.

Historically, the company has carried out many projects in the Copenhagen area, Michael Nielsen says.

- As tradespeople, we are in demand – those of us who come from down here, including in Copenhagen. A lot of people want companies from Lolland-Falster to carry out work for them.

In recent years, however, the focus has increasingly shifted towards strengthening the company’s presence on Lolland-Falster. Primagruppen therefore also supports local clubs and associations, ranging from handball, kayaking and football to larger regional initiatives.

At the same time, the company is involved in Ungegarantien, an initiative in which Guldborgsund Municipality and local businesses work together to help more young people into employment.

Sustainability is about more than the environment

For Primagruppen, sustainability is not only about choosing the right materials. It is also about people, labour and thinking long term.

The shortage of workers has prompted the company to take greater responsibility for recruitment itself. Through Primaakademiet, Primagruppen has established a 12-week programme giving unemployed people the opportunity to learn about the roofing trade and potentially be offered a job afterwards.

The company is also involved in Ungegarantien, where Guldborgsund Municipality and local businesses work together to help more young people into employment.

For Michael Nielsen, being involved in the many local initiatives matters a great deal.

- It is about community, and of course we support what we have locally.

The environmental side of sustainability is also being translated into concrete construction projects. In Stubbekøbing and Gedser, Primagruppen is helping build new fire stations for Guldborgsund Municipality, where roof tiles, façade elements, paving stones and parts of the kitchens are among the materials being reused.

- It is extremely exciting, but certainly not without its challenges to venture into something like this, explains Michael Nielsen.

Although the ambitions are high, it is not always possible to find reused materials that both meet the required standards and are available in sufficient quantities. Primagruppen is therefore also working with solutions that can make existing buildings more energy efficient.

- When we submit bids, we also offer package solutions with options such as solar panels, additional insulation or new roofing products. It is an area receiving a lot of attention, and there is growing willingness to look in that direction. And it is exciting to see the younger generation, who have very different expectations of how they want to build and what materials should be used.

That is why it is important for Primagruppen to keep developing, both in terms of sustainability and the business itself.

- We already have a healthy order book for next year. We need to continue growing – that is the strategy. Then we will see how quickly it happens.