What Flugger group does

Flugger group A/S is a Denmark-headquartered, Nasdaq Copenhagen-listed (FLUG B) manufacturer and retailer of decorative paints, wood preservatives, fillers, wallpapers, and painting tools, founded in 1783 and operating under a multi-brand portfolio that includes Flügger Farver, Unicell Nordic, PP Professional Paint, DETALE CPH, Stiwex, Yunik, Fiona, and Eskaro. The company runs a vertically integrated operating model with seven production facilities across four countries (Denmark, Sweden, Poland, Ukraine), 227 company-owned retail stores, and 86 franchise stores, distributing to professional painters and end consumers in 19 countries; the Schnack family retains a 45.1% ownership stake, with Sune Schnack serving as CEO and Ulf Schnack as Chief DNA Officer. Approximately 99% of products are water-based and over 80% carry eco-labels (Nordic Swan, EU Ecolabel), with management's stated targets of 100% eco-labelled paint and 95% recycled plastic packaging by 2030 and CO2-neutral operations by 2050. The FY2024/25 annual report disclosed revenue of DKK 2,272 million at approximately 1,700 employees, with non-recurring items affecting EBITDA in the most recent periods. The business model is fundamentally a unit-volume B2B/B2C hybrid in which paint and related products are sold primarily through Flugger's owned and franchised retail network to small and mid-sized professional painting contractors across Northern, Central, and Eastern Europe, with the January 2026 fermacell partnership with James Hardie and a new digital platform extending both product surface and channel mix.

Name

Flugger group

Legal name

Flügger group A/S

Website

https://flugger.com

Company type

Public

Founded year

1783

Operating status

Operating

Headcount range

251–500 employees

Short description

Flugger group is a vertically integrated Danish decorative paints and coatings manufacturer and retailer, founded in 1783, operating seven factories and ~313 stores across 19 countries to serve professional painters and consumers in Northern, Central, and Eastern Europe.

Ownership category

akta.pro rank

Product category

Decorative Paints & Coatings

NAICS

Paint and Wallpaper Retailers (44412)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Decorative paints manufacturing
• Wood preservatives fillers
• Professional painters supplies
• Wallpaper and painting tools
• Eco-labelled paint coatings

Headquarters

HQ city

Rødovre

HQ country

Denmark

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and coating products: Design and market wide range of professional-grade decorative paints, wood preservatives, fillers, wallpapers, and painting tools. Main revenue driver with products distributed through company-owned Flügger Farver stores, franchises, and other retail channels.
2. Painting tools and accessories: Production and sale of brushes, rollers, bristles, filling knives, and wallpaper tools through Stiwex brand and Flügger stores.
3. Wholesale distribution: PP professional paint operates 8 wholesale centers selling narrow and focused product range for professional painters in Denmark.
4. Unicell Nordic sales unit: Supplies complementary items to grocery and home improvement stores, including private label products, Yunik, Stiwex, and Fiona brands.
5. DETALE CPH: Coloured spackle paste sold in Flügger stores in Denmark, Sweden, and Norway since joining Flügger in 2019.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Flügger designs, manufactures and sells professional-grade decorative paints, wood preservatives, fillers, wallpapers and painting tools, distributed through the Flügger Farver retail chain (company-owned and franchise stores), the Flügger Pro B2B web portal, the PP professional paint wholesale chain, and the Unicell Nordic grocery/home-improvement sales unit. It also operates a paint factory network in Denmark, Sweden, Poland and Ukraine, and provides the Flügger Document Manager digital platform for product documentation.

Product overview

Flügger group A/S is a Danish paint and coatings company founded in 1783, offering professional-grade decorative paints, wood preservatives, fillers, wallpapers, and painting tools through multiple channels. The core offering is the Flügger Farver retail chain (229 company-owned stores and 86 franchises across the Nordic region, Europe, and China), supplemented by B2B digital platforms including the Flügger Pro Business Portal for order management and Flügger Document Manager for product documentation. The group operates 7 factories producing paint, brushes, rollers, plastic handles, wallpaper, and felt across Denmark, Sweden, Poland, and Ukraine. Its portfolio of brands includes the flagship Flügger label, the acquired sub-brands Unicell Nordic (with Yunik, Stiwex, Fiona), PP Professional Paint (wholesale chain), and DETALE CPH (coloured spackle paste). Products are positioned for both professional painters and quality-conscious private customers, with a strong focus on eco-labelled and sustainable solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Flügger: The group's largest brand with extensive product range including decorative paints, wood preservatives, fillers, glues, adhesives, wall papers, sanding materials, brushes, tools, and cleaning products.
• Unicell Nordic
• PP professional paint
• DETALE CPH
• Stiwex
• Yunik

Products and services

• Flügger Farver Retail Chain Chain of company-owned and franchise stores selling decorative paints, wood preservatives, fillers, wallpapers, brushes and painting tools to professional painters and private customers.
• Flügger Pro Business Portal B2B online portal where registered professional customers (painters) can view pricing, order paint, filler and equipment, manage orders and deliveries, and reorder recurring items.
• Flügger Document Manager Digital documentation hub providing safety data sheets, technical data sheets, environmental labels, CO₂ data and EPDs for Flügger products, accessed via web search or QR-code scanning on product buckets.
• Unicell Nordic Sales Unit Sales unit delivering high-quality paint, painting tools, wallpaper, sanding and cleaning products at competitive prices to professional painters, paint retailers, department stores and grocery stores (brands Yunik, Stiwex, Fiona).
• PP Professional Paint Wholesale Chain Danish wholesale chain with 8 wholesale centres selling a narrow and focused product range for professional and price-conscious painters.
• DETALE CPH Coloured Spackle Paste Coloured spackle paste brand with up to 37 colours and multiple textures, sold in Flügger stores in Denmark, Sweden and Norway.
• Stiwex Painting Tools Manufactures painting tools and cleaning utensils including paint brushes, rollers, bristle brushes, filling knives and wallpaper tools.
• Yunik Paint and Filler Range Complete range of paints and fillers for all types of indoor and outdoor surfaces, offered at competitive prices through various retail channels.
• Perform Spartel Filler Professional-grade filler product flexible in application methods and layer thickness; tested and approved for use on fermacell® fibre gypsum systems.
• Dekso AÏR Hypoallergenic Paint First hypoallergenic paint on the market carrying the joint Nordic Asthma and Allergy label; low emissions and free from allergens.

Quantifiable outcome

• 99% of sold liquid products are water-based
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• fermacell® (James Hardie)coreStrategic or Co-development Partner · 15 January 2026Strategic supplier partnership between Flügger and fermacell® to make painters' daily work more efficient with proven solutions. After a year of collaboration, Flügger and fermacell® can vouch for the fact that Flügger's Perform Spartel can be used on fermacell® fibre gypsum. The supplier collaboration is based on joint testing, knowledge sharing and documentation. Partnership aims to reduce coordination time, minimize errors, and save painters both time and materials on larger projects.
• Paint It ForwardminorOthersInitiative that reduces paint waste by donating surplus paint to people in economically vulnerable situations, as well as to schools and artists. In 2023/24, Flügger donated 13 pallets of paint and 1 pallet of handmade paint brushes, equivalent to 60% of all paint the organisation distributes.
• Pride EventsminorOthersSponsorship of Pride events in Holstebro, Kolding and Aalborg with local donations. Part of commitment to inclusivity and community regardless of where in the country people live.
• Flügger AndelenminorOthersVolunteering initiative allowing Nordic communities to receive 5% of their purchases as a contribution. Total of DKK 1,052,210 donated to 1,078 members in 2023/24 for purchases ranging from musical instruments to sports equipment.
• Danish and Swedish Dyslexia AssociationsminorOthersPartnership to raise awareness of dyslexia in the industry and among employees. In 2023/24, presentations were held with spokesperson of the Dyslexia Association sharing knowledge about assistive technology and experiences.
• TV2's Nybyggerne 2025minorGTM or Marketing PartnerTV programme where four couples transform unfinished houses into personal homes using creativity and craftsmanship. Flügger products help inspire viewers and contestants with DIY solutions for colour and quality in Danish homes.
• Talks of ArtminorOthersInitiative inviting contemporary artists to share creative processes and reflect on art's role in society. Flügger supports both established and emerging artists believing art can open new perspectives and create dialogue.
• Salon HorsensminorOthersWorld's most talented decorative painters gathered at FÆNGSLET in Horsens, Denmark. Flügger sponsored the event along with Stillinges Fond and Familien Hansens Fond to make the experience free of charge.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• PPG Industries: U.S. global paints and coatings major now owning the Tikkurila Nordic brand. Overlaps with Flügger in decorative paints across Nordic and Eastern European markets, though operates at much larger scale across multiple industrial coatings verticals.
• AkzoNobel N.V. Dutch global paints and coatings major (Dulux, Sikkens, International brands). Operates broadly in the same category as Flügger (decorative paints, wood finishes) but at vastly larger scale with global R&D and procurement platforms.
• Sherwin-Williams: U.S. global paints and coatings major with extensive company-owned paint store network. Comparable in the retail/painter distribution model Flügger pursues through Flügger Farver, but at dramatically larger scale and with broader geographic reach.

Direct peers

• Tikkurila Oyj: Finnish paint manufacturer (now part of PPG) historically focused on Nordic and Eastern European decorative paint markets. Directly comparable to Flügger in product mix (interior paints, wood finishes), geographic footprint, and distribution through pro-painter channels.
• Jotun A/S: Norwegian-founded global coatings company with decorative paint division operating across Scandinavia, Middle East and Asia. Comparable in Nordic heritage, product portfolio breadth, and family-controlled ownership structure (Ornulf family).
• Beckers Group: Swedish-based coatings manufacturer with strong presence in industrial coil coatings and decorative paints across Europe. Comparable product portfolio, Nordic origin, and customer overlap in professional painter and industrial segments.
• Hempel A/S: Danish-founded global coatings manufacturer headquartered in Denmark. Closest comparable by geography and category: produces decorative and protective paints, with strong Nordic presence and overlapping B2B channels serving professional painters and industrial customers.
• DAW SE (Caparol): German family-owned paint manufacturer (Caparol, Alpina brands) with strong European decorative paint presence. Comparable as a family-controlled mid-sized European player competing in the same painter/professional channels.

Regional players

• Alcro-Beckers (part of PPG): Swedish decorative paint brand with strong pro-painter channel across Sweden. Directly overlaps with Flügger's home Nordic market and product portfolio but historically focused on the Swedish market through a different retail/wholesale model.
• Crown Paints Limited: UK-based decorative paint manufacturer with strong pro-painter and retail presence in Britain and Ireland. Comparable product mix (interior/exterior paints, woodcare) and similar mid-market positioning, but serves a different primary geography than Flügger.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Flugger
• LinkedInlinkedin.com/company/flugger-group-as

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries9 records

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 Flugger group