GORI - GORI History Milestones

About GORI

GORI History Milestones

1902

Goriværk was established by Wilhelm O. Ehrenskjöld GORIOL Wood Oil against shipworm and gribble was created and formed the base of Goriværk.

1920

New line of products was developed – among other the basis for the present day GORI 22.

1927

First “market survey” carried out by “highly esteemed professionals.”

1930

2nd generation, the son Erling G. Ehrenskjöld joined Goriværk.

1948

Wilhelm O. Ehrenskjöld died.

1957

3rd generation the son and grandson Nils Oluf Ehrenskjöld joined Goriværk.

1964

Introduction of GORI-LAC – the forerunner of GORI 44. Turnover was around € 40,000.

1965

Total no. of employees: 13. Radical restructuring of the sales effort. Main competitors were Solignum, Pinotex and Bondex.

1967

More than 90 per cent of dealers switched to selling only GORI and kicked out competition. The very first GORI vac system with matching DS-standardised impregnation fluid for industrial use saw the light of day.

1968

GORI-LAC PLUS was introduced. GORI-LAC PLUS was the forerunner for GORI 66 and GORI 88. Creation of the revolutionary colour palette: wood, earth, coast.

1969

The first GORI application gun for professional use was developed and export picked up speed.

1970

Goriværk I/S was converted into a limited company and changed its name to GORI A/S GORI Norway was established and the turnover increased to € 1,6 m.

1971

Erling G. Ehrenskjöld died and Nils Oluf Ehrenskjöld takes over management as the only shareholder. GORI created its first written vision and mission statement.

1972

GORIOL, GORI-LAC and GORI-LAC PLUS were converted to GORI 22, GORI 44 and GORI 66. Packaging was redesigned according to the new design strategy.

1973

All employees are given the status “funktionær”, which means that they are entitled to a large selection of benefits and security in the employment.

1974

GORI 66 Aquacryl – the first water based wood protection product was introduced. A 10-year licence agreement was signed with the Japanese Dai Nippon.

1975

1st July GORI takes ownership of a 100,000 m2 site north of Kolding. The turnover just below € 8,5 m.

1976

The first sod for the new 14,000 m2 factury was cut.

1977

GORI moved into their new state of the art premises with the revolutionary open space office landscape. There were now 135 employees and the turnover reached € 10 m.

1978

GORI was awarded the industrial and commercial Building Award by the Danish business newspaper “Børsen”. 4th July the factory burnt down to the ground.

1979

GORI moved into the reconstructed building which was now 20% larger than the previous one. GORI received MerkonnomPrisen (Bachelor of Science Award).

1980

The global crisis was tangible. Despite a staggering increase of turnover to € 16 m, it was necessary to cut the number of employees.

1982

The new algae remover was successfully introduced and the turnover reached € 21,3 m.

1983

GORI bought their competitor Trætiol. GORI received the Aurora Award given by Jyllands Posten (3rd largest newspaper in DK).

1984

A new wing was added in Kolding to accommodate administration and marketing, and GORI was now the largest wooden building in Scandinavia. Turnover reached € 27, 3 m. Businesses in France and Finland were established. Men were given 2 weeks paid maternity leave. GORI advertised on TV for the first time (in Germany) with a TV-spot for GORI 55.

1985

A big year for entertaining guests. Prominent visitors were among others the prime minister and the prince consort. An assortment targeted for professionals was introduced. It consisted of GORI 29, GORI 59 and GORI 79. GORI Austria was established.

1986

Turnover reached DKK € 31,3 m.

1988

Introduction of GORI 11 in Denmark.

1989

GORI 77 was introduced.

1991

GORI was sold to the Dyrup Group.

1995

GORI 88 is upgraded and improved.

GORI TV commercial (GORI 77 and GORI 78).

2004

“It says GORI...” becomes a household phrase. TV-commercial with main falling from a ladder saying GORI.

2007

GORI 44+ (waterborne lowbuild stain – acrylic and alkyd emulsion) is introduced. First TV-commercial featuring Andy The Mouse. The commercial wins a prominent award and sequels are made in 2008, 2009, 2011, 2012 and 2015.