Solartag came into existence as a direct consequence of the Tesla Solar Roof not arriving in Europe
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When Elon Musk presented his Tesla Solar Roof back in 2016 together with the Tesla Powerwall 2, there was enormous interest in the beautiful roof tiles and the innovative design, which completely broke away from the well-known – and very visible – solar panels that are so familiar in our streetscape. In 2018, the first orders for the Tesla roof began to be delivered in the United States, but despite ambitions to also conquer the European market, it did not become a reality until 2023–2024, and it is still very limited in availability here.
When a customer approached Thomas Pedersen and asked specifically for a Tesla roof, it turned out, after quite a bit of research, that it was not an option at that time.
This was the direct reason why Thomas set out to develop a Danish solution – the one we now know as Solartag. And after product development and production, the customer received their stylish solar roof with hidden, integrated solar cells.
Photo: First Customer with Solartag
The Danish company Solartag has established a strong reputation in the green transition with an innovative roofing system that is lightweight, quick to install, and virtually maintenance-free. The roof is integrated with barely visible solar cells that produce free electricity directly for the home.
Solartag is particularly popular among homeowners – often those with heat pumps and high electricity consumption – but the solution is also rapidly gaining ground in housing cooperatives and commercial properties, where large roof surfaces offer the potential for significant in-house production of clean, cost-free energy.
The idea actually originated somewhere on Amager, where a customer had a very specific request. In the United States, Tesla had launched its Solar Roof – a complete roof made of solar panel tiles. That was exactly what the customer wanted for his house on Amager. And carpenter Thomas Pedersen took on the task. Little did he know that it would throw both him and his carpentry company into a busy and turbulent period – and transform the entire business.
But back then – on Amager – Thomas Pedersen said yes to the assignment and began investigating how he could obtain Tesla’s solar roof. Attempt after attempt. The months passed. And only three-quarters of a year later came the final message. A clear no. Tesla’s roof was simply not approved for sale in Europe, and it was impossible to get the product for the customer on Amager. But Thomas – who by then had gained some experience installing conventional solar panels on conventional roofs – saw an opening.
With the foundation thus laid for the new product, Solartag, Jens Romundstad was hired as CEO, while the owner and creator of the roofing solution handled the execution side. The roofing system was developed to match common building practices and is therefore incredibly easy and fast to install once the underlay is ready. That is also why Solartag has quite a few do-it-yourself customers. It does not require special skills, and the installation can be done almost entirely without screws, thanks to the special hooks and rails that lock the roof panels in place.
CEO Mikkel Karlsson puts into words the transformation the carpentry company has undergone. Today, the company is called Solartag, and looking back, very little remains the same as in 2018. It has been a journey on many fronts.
“It was basically the beginning of the company we now call Solartag,” says Mikkel Karlsson, who along the way took over the position of CEO after coming from a senior role at Coop. Someone like him was needed. We had to scale a company that wanted to be a brand. But scaling it as a brand company while also scaling a contracting business? We didn’t believe in that.”
Today, very little remains of the old carpentry business. Solartag has changed its focus, its product, and its market position. It has been streamlined significantly. The carpentry division has been spun off, and customers are free to choose their own contractor — or even install the roof themselves. Solartag is now solely a supplier of materials, with a large warehouse in Ishøj.
“It was basically the beginning of the company we now call Solartag,” says Mikkel Karlsson, who along the way took over the position of CEO after coming from a senior role at Coop. Someone like him was needed. We had to scale a company that wanted to be a brand. But scaling it as a brand company while also scaling a contracting business? We didn’t believe in that.”
The roof panels are mounted directly onto the battens and secured with a Danish-developed, patented hook that locks the panels firmly together — completely without screws. Around chimneys, ventilation pipes, and other roof penetrations, custom-fitted trimming panels are used, providing full flexibility while preserving the roof’s clean and uniform appearance. This results in a high level of aesthetic quality that traditional solar installations rarely match.
It is particularly worth noting the matte surface, which distinguishes it from conventional solar panels. The matte finish means that Solartag can be approved even where local planning rules prohibit solar panels due to glare. There is no glare on a Solartag roof.
Our ambition is for Solartag to establish a strong position in the market. We can concentrate almost all our efforts on increasing awareness of our product and talking with customers — without having to discuss which screws or battens are best to use, says Mikkel Karlsson. You should call a solar roof a Solartag — just as you call a roof window a Velux window, he adds.
We find that the solution taps directly into the conversation about the sustainable and green transition, and Danes’ general interest in and desire to contribute to it. But even though the idea from Amager changed everything for the company, the legacy of the carpentry business still has relevance in Solartag. It has given us a deep understanding of the process our customers go through when considering a roof replacement.
Having previously been involved from A to Z in that process, we are also sharp at providing solid guidance to customers, as well as offering training for both homeowners and craftsmen. According to Mikkel Karlsson, this legacy has played a central role in the company’s strategy.
It is extremely important for us to advise customers so they get exactly what they expected — and a little more. When you can do that, you also have the potential to become a brand. And that is the goal that remains, after a carpentry company back in 2018 took a sharp turn and drove straight into the energy sector.
