What Nordsjö Idé & Design does

Nordsjö Idé & Design is a Swedish retail franchise network operating approximately 85 independently owned stores across Sweden, from Kiruna in the north to Malmö in the south. The company sells a comprehensive assortment of paint, wallpaper, flooring, tools, and accessories for DIY home improvement, anchored by the Nordsjö paint brand owned by parent company AkzoNobel. Product lines span Nordsjö Ambiance (premium interior finishes including Deep Matt and Smooth Silk), Perform+ (high-performance coatings including Easy2Clean washable wall paint and Diamond Floor), One (self-cleaning facade paint), Tinova (wood protection), and Murtex (facade systems), with several lines carrying Nordic Swan and EU Ecolabel certifications.

The business model is sales-led and brick-and-mortar exclusive, with no e-commerce product purchasing; all sales are completed in-store after browsing online inspiration and color selection tools. The Kulörväljaren color picker tool with 881 preset colors and the Nordsjö Colour Tester (33 SEK) provide low-friction pre-purchase trials. Beyond product sales, the network monetizes paid expert services including Stilhjälpen (interior design consultation at 995-3995 SEK) and Fasadhjälpen (facade inspection at 995 SEK), and refers customers to Hemfixarna for painter bookings. The website and blog emphasize DIY guides and video tutorials to drive in-store traffic.

The customer base consists primarily of Swedish homeowners undertaking DIY painting, wallpapering, and flooring projects, with professional painters as a secondary B2B segment. The company employs 251-500 people, with central operations headquartered in Malmö, and operates as a private, unlisted franchise network without disclosed revenue, funding history, or M&A activity.

Name

Nordsjö Idé & Design

Legal name

Nordsjö Idé & Design

Website

https://nordsjoidedesign.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Nordsjö Idé & Design is a Swedish franchise retail network of approximately 85 independently owned stores selling Nordsjö paint, wallpaper, flooring, tools, and accessories, serving Swedish homeowners undertaking DIY home improvement and professional painters across Sweden.

Ownership category

akta.pro rank

Product category

Paint and Decorating Retail

NAICS

Paint and Wallpaper Retailers (44412), Interior Design Services (54141), Interior Design Services (541410)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

Keywords

• Paint retail stores
• Home improvement supplies
• Wallpaper collections
• Wood flooring products
• DIY decorating services

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices32 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Paint and Home Products Sales: Revenue from selling paint, wallpaper, flooring, tools, and accessories through 85 independently owned franchise stores across Sweden. Products include interior paint, exterior paint, wallpaper, wooden flooring, vinyl flooring, laminate flooring, and professional tools.
2. Professional Services: Revenue from paid services including Stilhjälpen (interior design consultation), Fasadhjälpen (facade inspection and advice), and Hemfixarna (booking painters through external partner).
3. Color Testing Products: Sale of Nordsjö Colour Tester units (33 SEK each) and color sample cans for customers to test colors before purchasing full paint products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Nordsjö Idé & Design is a Swedish franchise retail network of approximately 85 independently owned stores selling paint, wallpaper, flooring, tools, and accessories for home improvement projects. The stores carry the proprietary Nordsjö paint brand (Ambiance, Perform+, One Super Tech product lines) along with Boråsstapeter wallpaper collections and wood flooring. The company complements its product retail with paid consultation services including Stilhjälpen interior design advice and Fasadhjälpen facade inspection.

Product overview

Nordsjö Idé & Design is a Swedish home improvement retail chain operating 85 stores across Sweden, offering a comprehensive range of paint, wallpaper, flooring, tools, and accessories for DIY home improvement projects. The company's own Nordsjö paint brand encompasses multiple product lines including Ambiance (Deep Matt, Smooth Silk, Superfinish for furniture), Perform+ (Easy2Clean for walls, Diamond Floor for floors), and One Super Tech for facades. The product portfolio also includes color testing tools (Colour Tester), primers, wood stains, and metal paints under the Professional line. In addition to its own brand paints, the company offers wallpaper collections (Göteborg, Västigårn, La Belle Epoque, Oxford Union) and wood flooring products. The company provides complementary services including Stilhjälpen (style consultation), Fasadhjälpen (facade inspection), and DIY guides for painting, wallpapering, and floor installation.

Differentiator

Problem solved

Functional benefit

Brands

• Nordsjö Ambiance: Premium wall paint product line featuring Deep Matt, Smooth Silk, and Superfinish variants
• Nordsjö Perform+
• Nordsjö Colour Tester
• Nordsjö One
• Tinova
• Stilhjälpen
• Fasadhjälpen

Products and services

• Nordsjö Ambiance Deep Matt wall paint A deep matt wall paint with excellent coverage and durability, Nordic Swan Ecolabel certified, for indoor wall painting projects.
• Ambiance Superfinish Satin furniture paint A satin-finish wood paint for furniture, trim, and interior woodwork applications.
• Nordsjö Ambiance Smooth Silk wall paint A smooth silk-finish interior wall paint providing a subtle sheen, Nordic Swan Ecolabel certified.
• Nordsjö Perform+ Easy2Clean wall paint A waterborne matt acrylic wall paint featuring Perform+ Easy2Clean washable technology, designed for indoor painting where a washable and easy-to-clean surface is required, suitable for kitchens, hallways, living rooms, and children's rooms.
• Nordsjö One Super Tech exterior paint A self-cleaning and dirt-repellent acrylic topcoat for wooden facades and outdoor wood constructions, Nordic Swan and EU Ecolabel certified, with extremely good gloss and color retention.
• Nordsjö Colour Tester A waterborne paint sample with built-in mini roller for quick and easy color testing on walls and ceilings before purchasing full paint products, priced at 33 SEK per unit.
• Nordsjö Perform+ Diamond Floor floor paint An extremely durable floor paint suitable for wood and concrete floors, providing a wear-resistant and long-lasting surface.
• Nordsjö Original Spärrvitt isolating primer/topcoat A white primer and topcoat for insulating discolored ceilings and wall surfaces caused by moisture, nicotine, and fire damage indoors.
• Nordsjö Professional Traditional Metal Paint A rust-protection topcoat for painting iron, steel, and sheet metal outdoors.
• Göteborg wallpaper collection A Boråsstapeter wallpaper collection featuring Scandinavian-inspired patterns for living rooms and other interior spaces.
• Västigårn wallpaper collection A Boråsstapeter wallpaper collection featuring traditional Nordic patterns for interior decoration.
• La Belle Epoque wallpaper collection A Boråsstapeter wallpaper collection with classic European-inspired elegant patterns.
• Oxford Union wallpaper collection A Boråsstapeter sophisticated wallpaper collection with traditional English-inspired patterns, suitable for hallways, kitchens, and bedrooms.
• Trägolv wood flooring Wooden flooring products including planks, floorboards, and parquet options in various wood species such as oak, ash, and birch.
• Stilhjälpen interior design consultation service Three-tier paid interior design consultation service offering in-store consultation (from 995 SEK), indoor surface consultation with home visit (from 1495 SEK per room), and complete interior proposal with moodboard, furniture layout, and decoration suggestions (from 3995 SEK), delivered by trained Style Helpers at Nordsjö Idé & Design stores.
• Fasadhjälpen facade inspection service A paid facade inspection and consulting service where a specialist visits the property, inspects facade condition, and provides an action plan. Recommended price from 995 SEK.
• Hemfixarna painter booking referral A referral service that connects Nordsjö Idé & Design customers with professional painters through the external Hemfixarna booking partner.

Named customers2 records

Segments2 records

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

Three partnerships are on record, tiered core and minor.

• AkzoNobel (Nordsjö)coreTechnology or IntegrationNordsjö Idé & Design is powered by Nordsjö paint products from AkzoNobel, one of Europe's largest paint manufacturers. The partnership provides access to Nordsjö's product portfolio including Ambiance, Perform+, One, and Murtex paint lines, as well as color technology and brand recognition.
• BoråstapetercoreTechnology or IntegrationBoråstapeter provides wallpaper collections to Nordsjö Idé & Design stores, including new collections like Anno II. The partnership ensures access to quality Swedish wallpaper designs.
• HemfixarnaminorChannel Partner/ Reseller/ DistributorHemfixarna is an external service that Nordsjö Idé & Design refers customers to for booking professional painters. The partnership extends the service offering beyond DIY advice to include professional painting services.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• Boråstapeter AB: Swedish wallpaper brand that supplies wallpaper collections (Anno II, etc.) to Nordsjö Idé & Design stores. Adjacent supplier relationship rather than a direct competitor, but useful for benchmarking wallpaper assortment and pricing in Swedish retail.

Emerging players

• Jotun A/S: Norwegian-headquartered paint manufacturer with Nordic retail distribution. Comparable as a competing Nordic paint brand on quality and sustainability — relevant where Jotun develops DIY retail pull-through in the Swedish market.
• Tikkurila Oyj: Nordic paint manufacturer (now PPG) selling branded paints into the Nordic market. Comparable as a competing own-brand paint supplier to the Swedish retail channel, partially intersecting on brand competition for paint purchases.

Broad incumbents

• Jula AB: Major Swedish home improvement and DIY retailer with broad assortment and own stores plus warehouse-club formats. Comparable as a Sweden-wide DIY competitor with overlapping paint, tools, and accessories categories, but with a much broader general-merchandise assortment.
• Bauhaus (Sverige): Large European home improvement chain with a meaningful Swedish footprint. Competes for the same DIY customer with broader assortment and strong own-brand economics, pressuring Nordsjö Idé & Design on convenience and price.
• Byggmax AB: Swedish discount DIY retailer focused on building materials and home improvement, including paint. Comparable on the paint and tools side and as a Sweden-wide physical network, though competing more aggressively on price than on advisory.
• Beckers Group: Swedish paint brand (now under PPG) with strong trade and consumer presence in Sweden. Comparable on the paint side — competing Nordsjö's branded paint lines — and overlapping with Nordsjö Idé & Design as a Swedish paint identity, though primarily a manufacturer rather than retailer.
• Hornbach Baumarkt: European DIY and home improvement retailer with Swedish operations. Comparable as a multi-category home improvement competitor (paint, wallpaper, flooring, tools), positioned at scale against Nordsjö Idé & Design's specialty-store value proposition.

Direct peers

• Colorama AB: Swedish specialty paint and wallpaper retail chain with member-owned stores across Sweden. Directly comparable in assortment focus (paint + wallpaper), in-store advisory model, and franchise/chain structure serving the same DIY and pro painter customer base.
• Flügger A/S: Danish-owned specialty paint retailer with retail networks and own-brand paint across Scandinavia. Closely comparable in business model — own-brand paints, in-store advisory, multi-category assortment (paint/wallpaper/flooring/tools) — and a direct Swedish-market competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NordsjoIdeDesign

Compliance2 records

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 Nordsjö Idé & Design