What Paloma does

Paloma (legal entity Paloma, higienski papirji, d.d.) is a Slovenian vertically integrated hygiene paper manufacturer headquartered in Sladki Vrh, in operation since 1874 — approximately 150 years — and operating with a staff headcount in the 101–250 range. Its core technical competency is the conversion of certified cellulose and recycled paper into consumer and professional tissue products, employing ply-lamination (two- to four-ply constructions), embossing, additive infusion (shea butter, thyme, lavender, chamomile, green tea, balms), and compact-roll geometry (the Paloma Max line compresses ten standard rolls' worth of paper into four compact rolls). The portfolio is organized under sub-brands spanning price tiers: Classic (economy), Exclusive/Exclusive Plus (traditional scented/printed), Deluxe (premium with botanical extracts), Sensitive Care (dermatologically tested), Design (aesthetic), Pro/Paloma Professional (B2B foodservice), Max (compact/extended-use), and Dino (children's). Manufacturing occurs at the single headquarters site, with shipments through retail distribution.

The revenue model is CPG wholesale-to-retail: finished tissue SKUs are sold via shelf-space agreements with national and regional grocery chains (Mercator, Spar, Mimovrste, Hitri Nakup, Tuš) and through online shops of those retailers, with the Paloma Professional channel addressing enterprise and foodservice buyers via a separate B2B platform (professional.shpgroup.eu). End-consumer demand is anchored in Slovenian households with secondary presence in Croatia and Serbia (evidenced by localized Facebook pages and translated site versions). Pricing is set by individual retailers rather than disclosed publicly, and Paloma derives revenue entirely from one-time product sales, with no subscription or licensing model.

In 2025 the corporate group extended beyond hygiene paper through Paloma Rheem's acquisition of Groupe Atlantic (Lincoln International advised), entering the European water-heating sector. The combination of long-standing heritage brand equity, multi-tier product portfolio, domestic retail dominance, and the recent diversification into adjacent industrial categories defines Paloma's strategic position. There is no disclosed external institutional ownership, fundraising, or public listing; the entity remains a private Slovenian joint-stock company.

Name

Paloma

Legal name

Paloma, higienski papirji, d.d.

Website

https://paloma.si

Company type

Private

Founded year

1874

Operating status

Operating

Headcount range

101–250 employees

Short description

Paloma is a 150-year-old Slovenian manufacturer of hygiene paper products — toilet paper, paper towels, handkerchiefs, and napkins — sold primarily through domestic retailers (Mercator, Spar, Tuš) and via a B2B professional channel, with regional presence in Croatia and Serbia.

Ownership category

akta.pro rank

Headquarters

HQ city

Sladki Vrh

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Hygiene Paper Products: Paloma generates revenue through the sale of consumer hygiene paper products including toilet paper, paper towels, handkerchiefs, and napkins sold through retail distribution channels. Products are sold at major Slovenian retailers including Mercator, Spar, Mimovrste, Hitri Nakup, and Tuš stores.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Paloma manufactures and markets hygiene paper products, including toilet paper, paper towels, handkerchiefs, and napkins, sold under multiple sub-brands (Deluxe, Sensitive Care, Exclusive, Pro, Design, Max, Classic, Dino, Paloma Professional). Products are manufactured in Slovenia using certified cellulose and recycled paper materials and distributed through major retail chains in Slovenia with regional presence in Croatia and Serbia, alongside a dedicated B2B division for professional customers.

Product overview

Paloma is a Slovenian manufacturer of hygienic paper products with a portfolio comprising four core product categories: toilet paper (Toaletni papir), paper towels (Papirnate brisače), handkerchiefs (Robčki), and napkins (Serviete). The products span multiple sub-brands across price tiers: Classic (economy), Deluxe (premium with care extracts), Sensitive Care (for sensitive skin), Exclusive/Exclusive Plus (traditional with scented and printed options), Design (aesthetic), Max (extra-long compact rolls), Pro (professional/B2B), and Dino (children's line). The company operates a B2B channel (Paloma Professional) alongside consumer retail. Products are sold in Slovenia, Croatia, Serbia, and Bosnia, with online availability through retailers including Mercator, Spar, Mimovrste, Hitri Nakup, and Tuš.

Differentiator

Problem solved

Functional benefit

Brands

• Deluxe: Product line featuring premium tissue products with various extracts and features.
• Sensitive Care
• Exclusive
• Pro
• Design
• Max
• Classic
• Dino
• Paloma Professional

Products and services

• Toilet Paper (Toaletni papir) Toilet paper in various formats including standard and extra-long compact rolls, available in 2-3 plies across product lines ranging from economy (Classic) to premium (Exclusive Plus), with scented, printed, and dyed variants for general consumer households.
• Paper Towels (Papirnate brisače) Paper towels for household and professional situations, available in standard and maxi formats including the Multi Fun Flexi Cut line, suitable for kitchen, cleaning, and general-purpose wiping tasks.
• Handkerchiefs (Robčki) Paper handkerchiefs in standard pocket packs and box formats, available in 2, 3, and 4-ply options, including variants with care extracts such as shea butter, thyme, lavender, and chamomile, as well as balm formulations for sensitive skin.
• Napkins (Serviete) Paper napkins designed for table use during meals and entertaining, available in multiple designs and decorative variants.
• Paloma Max Three-layer extra-long toilet paper in compact form, marketed as the longest Paloma roll, where four compact rolls contain the same amount of paper as ten standard rolls, designed to take up less space and last longer while delivering softness.
• Deluxe Premium toilet paper sub-brand with variants including Silk Extract with balm, Shea Butter, Pure White, and Green Tea, offered in family packs and standard sizes, targeting consumers seeking premium softness and care ingredients.
• Sensitive Care Sub-brand designed for sensitive skin, offering 2, 3, and 4-ply handkerchiefs with care extracts (shea butter, thyme, lavender, chamomile) and balm variants, also available in boxed formats, targeted at consumers with sensitive skin and allergy concerns.
• Exclusive / Exclusive Plus Traditional toilet paper line available in white, colored, printed, and scented variants, characterized by embossed pattern for extra softness, including peach perfume and naturally white options for consumers seeking differentiated fragrances and visual designs.
• Pro Professional-grade hygienic paper product line targeting B2B/professional users, including Pro Food for food service, connected to the Paloma Professional B2B platform.
• Design Design-oriented toilet paper sub-brand with aesthetic styling for consumers seeking decorative bathroom products.
• Classic Standard economy toilet paper sub-brand available in family packs and regular sizes, positioned as an affordable everyday option for budget-conscious households.
• Dino Children's product line featuring Dino-branded toilet paper and handkerchiefs with playful dinosaur-themed packaging, marketed as Paloma's most fun line for kids.
• Paloma Professional B2B division of Paloma targeting professional and business customers with professional-grade hygienic paper products, including Pro Food for food service, accessible through the dedicated Paloma Professional platform.

Quantifiable outcome

• Paloma Max provides 150% more paper than standard rolls with only 4 compact rolls replacing 10 regular rolls

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Groupe AtlanticminorStrategic or Co-development Partner · 1 January 2025Lincoln International served as financial advisor on multiple 2025 transactions in the refrigeration and HVAC industry, including the sale of Groupe Atlantic to Paloma Rheem. This indicates Paloma's acquisition/ownership involvement with Groupe Atlantic, a water heating solutions company. The transaction was part of broader consolidation trends in the European heating and cooling sector.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sofidel: Italian family-owned tissue manufacturer producing toilet paper, kitchen paper, napkins and handkerchiefs across Europe — directly comparable mid-sized European tissue producer with a similar multi-brand, multi-tier consumer portfolio.
• WEPA Industrie: European family-owned tissue company headquartered in Germany, manufacturing toilet paper, kitchen towels and handkerchiefs for private-label and own brands. Closely matches Paloma in scale, ownership profile (private/family), and portfolio.
• Metsä Tissue: Finnish tissue producer (Tento, Lambi, Mola, SAGA) with strong presence in Northern and Central Europe — comparable product mix in consumer tissue and a regional European footprint similar to Paloma's Slovenia/Croatia/Serbia reach.
• Lucart: Italian tissue producer serving consumer and professional/AfH markets with brands such as Tenderly and Lucart Professional — directly comparable private European peer with consumer + professional dual-channel model.

Broad incumbents

• Essity: Swedish multinational tissue and hygiene major behind Tork (professional), Tempo, Zewa, and Lotus. Competes in every Paloma sub-brand category with far larger scale, A&P budgets and pan-European distribution.
• Kimberly-Clark: Global tissue and hygiene conglomerate (Kleenex, Andrex, Scottex) operating across Europe. Relevant incumbent benchmark for toilet paper and handkerchief categories where Paloma competes.
• Procter & Gamble: Owner of Charmin — the dominant global premium toilet-paper brand — and competing bathroom-tissue SKUs in European retail. Functions as a direct strategic benchmark for Paloma's Deluxe and Max premium tier.
• Georgia-Pacific: US-based tissue, pulp and paper major producing Quilted Northern, Angel Soft and Brawny. Functions as a benchmark incumbent on scale, manufacturing efficiency, and private-label competition in retail tissue.

Regional players

• Hayat Kimya: Turkish-based tissue and FMCG producer with strong CEE and Balkans distribution. Compares to Paloma as a regionally-anchored, multi-country tissue operator expanding into adjacent European markets.
• Kruger Products (Kruger Inc.): Canadian-based tissue manufacturer (Cashmere, Purex, SpongeTowels) with adjacent operations in the US. Comparable mid-sized regional tissue player often cited alongside Paloma as a private/regional tissue operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/palomaslovenija
• Facebookfacebook.com/Paloma.Slovenia
• LinkedInsi.linkedin.com/company/paloma-d-d-
• Instagraminstagram.com/palomamoments

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paloma