Malorama
Malorama is Norway's leading trading house for surface treatment products, distributing paint, chemical, flooring and accessories through 77 Mal Proff retail outlets and a nationwide Mestergruppen Logistikk network serving 1,200+ weekly delivery points.
- Company typePrivate
- Founded2010
- HeadquartersOslo, Norway
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Malorama does
Malorama AS is Norway's leading trading house and distribution company for surface-treatment products, organized as a private Norwegian limited company headquartered in Oslo and wholly owned by Mestergruppen AS. The group operates through two core subsidiaries: Mal Proff, a professional retail chain with 77 outlets nationwide offering paints, technical/chemical products, flooring, tools and accessories to professional painters and multi-trade craftsmen, and Mestergruppen Logistikk, a wholesale distribution business that delivers weekly to more than 1,200 sales points across Norway and operates the group's automated central warehouse.
The underlying physical and digital infrastructure is built around a modernized 14,300 m2 logistics center at Kløfta, featuring a miniload facility with 29,000 storage boxes and an automated high-bay warehouse with capacity for 8,000 pallets, paired with what the company describes as an industry-leading web and omnichannel platform connecting physical retail with digital commerce. Revenue is generated through transactional product sales across paint, chemical, flooring and accessories categories, plus managed logistics and distribution services delivered to building-materials and specialty retail customers; pricing is not publicly disclosed and operates on standard wholesale/retail terms through professional trade customers.
The consolidated group reports annual turnover of approximately 2.6 billion NOK, with the Mal Proff chain contributing approximately 1 billion NOK of that total and employing roughly 100 staff across its outlets. Customer concentration is structurally low given the fragmented nature of the Norwegian professional painting and building-materials trade, and the company's competitive position rests on distribution density, breadth of assortment, and specialist in-store expertise rather than on proprietary technology or AI capabilities.
Malorama firmographics
Firmographics- Name
- Malorama
- Legal name
- Malorama AS
- Website
- https://malorama.no
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Malorama is Norway's leading trading house for surface treatment products, distributing paint, chemical, flooring and accessories through 77 Mal Proff retail outlets and a nationwide Mestergruppen Logistikk network serving 1,200+ weekly delivery points.
- Ownership category
- akta.pro rank
Where Malorama is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Malorama business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Surface Treatment Product Sales: Sale and distribution of painting, technical/chemical, and flooring products along with equipment and accessories to professional customers through retail outlets and direct deliveries
- Mal Proff Retail Operations: Revenue from 77 professional retail outlets serving painters and craftsmen with comprehensive product assortment and specialist expertise
- Logistics and Distribution Services: Weekly distribution and logistics services to over 1,200 sales points across Norway, optimizing procurement and logistics processes for customers
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Malorama product offering
Product offeringCore offering
Malorama is Norway's leading distribution and trading company for surface treatment products. It operates two integrated business units: Mal Proff, a 77-outlet professional retail chain selling paints, flooring, technical/chemical products, equipment, and accessories to tradespeople; and Mestergruppen Logistikk, a wholesale distribution and logistics arm delivering weekly to more than 1,200 sales points across Norway from an automated logistics center in Kløfta.
Product overview
Malorama operates as Norway's leading distribution and sales company for surface treatment products, organized around two core business units: Mal Proff (professional retail chain) and Mestergruppen Logistikk (logistics and distribution). Mal Proff comprises 77 retail outlets offering painting, flooring, and accessories products with professional expertise, while Mestergruppen Logistikk handles wholesale distribution and logistics, delivering to over 1,200 outlets weekly with annual company revenue of approximately 2.6 billion Norwegian kroner.
Differentiator
Problem solved
Functional benefit
Brands
- Mal Proff: Leading professional chain in Norway within painting, flooring and all accessories for surface treatment. Operates 77 outlets with approximately 100 employees and annual revenue of approximately 1 billion NOK.
- Mestergruppen Logistikk
Products and services
- Mal Proff
Quantifiable outcome
- Annual turnover of approximately 2.6 billion NOK
- +2 more outcomes
Companies that use Malorama
Customer profileSegments3 records
Ideal customer profiles3 records
Malorama technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Malorama partnerships and signals
Strategic signalScale indicators8 records
Recent moves5 records
Expansion highlights3 records
Malorama competitors and assessment
Company assessmentDirect peers
- Optimera: Norway-based distributor of building materials serving professional contractors and merchants. Directly comparable to Malorama/Mestergruppen Logistikk in serving the Norwegian professional building-materials trade with a multi-channel wholesale model.
- Flügger Group: Danish paint manufacturer and retailer operating owned paint stores across the Nordics. Directly comparable to Mal Proff's specialty paint and surface-treatment retail chain model serving professional painters in Northern Europe.
- Beckers Group: Swedish-based coatings manufacturer serving professional and industrial paint customers across Europe. Comparable to Malorama in the paint and surface-treatment value chain, particularly on the manufacturer/distributor side.
Broad incumbents
- Ahlsell AB: Nordic merchant wholesaler of installation, tools, and supplies serving professional contractors. Overlaps with Malorama's distribution of tools, equipment, and surface-treatment supplies to professional end-users across the Nordics.
- Würth Group: Global leader in wholesale distribution of fastening materials, tools, and consumables to professional trades. Comparable to Malorama in distributing tools, accessories, and consumables to professional painters and craftsmen.
- Byggmax Group: Nordic building-materials retailer with stores across Sweden, Norway, Finland, and Denmark. Comparable to Mal Proff's professional retail footprint in selling paints, tools, and construction materials to tradespeople.
- Saint-Gobain Distribution Nordic: European building-materials distribution arm of Saint-Gobain, active in the Nordics including Norway. Directly comparable to Mestergruppen Logistikk in distributing building materials and surface products to professional trade customers.
Others
- Hempel A/S: Danish global coatings manufacturer supplying paints and surface-treatment products. Comparable to Malorama as a key upstream supplier/customer in the Norwegian surface-treatment supply chain rather than a direct channel competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Malorama social profiles
Digital presenceMalorama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Malorama leadership team
Management profileNumber of profiles
Malorama subsidiaries and ownership
Company hierarchySubsidiaries2 records
Malorama funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Malorama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Malorama
What does Malorama do?
Malorama is Norway's leading distribution and trading company for surface treatment products. It operates two integrated business units: Mal Proff, a 77-outlet professional retail chain selling paints, flooring, technical/chemical products, equipment, and accessories to tradespeople; and Mestergruppen Logistikk, a wholesale distribution and logistics arm delivering weekly to more than 1,200 sales points across Norway from an automated logistics center in Kløfta.
Is Malorama a public or private company?
Malorama is a private company. It is classified as corporate owned and is currently operating.
When was Malorama founded?
Malorama was founded in 2010. It employs 101 to 250 people.
Where is Malorama based?
Malorama is headquartered in Oslo, Norway, in the Europe region.
How does Malorama make money?
Three revenue lines are on record. Surface Treatment Product Sales are the primary driver. The others are mal Proff Retail Operations and logistics and Distribution Services.
Who are Malorama's main competitors?
Direct peers on record are Optimera, Flügger Group and Beckers Group. Broad incumbents are Ahlsell AB, Würth Group, Byggmax Group and Saint-Gobain Distribution Nordic. Hempel A/S is listed as an others.
Does Malorama have an API?
No public API is recorded for Malorama.