Happy Homes Sverige

What Happy Homes Sverige does

Happy Homes Sverige is Sweden's oldest voluntary paint retail chain, operating approximately 80 physical stores nationwide alongside an e-commerce platform at happyhomes.se. Founded in 1962 as Färgsam and rebranded in 2010, the company sells paint, wallpaper, flooring, tiles, tools, and accessories through both consumer (DIY) and professional trade channels, with the latter served through a dedicated 'Proffs' program targeting painters, floor layers, tilers, builders, and property owners. Its product range combines partner brands (Jotun LADY, Beckers, DEMIDEKK, Bona, Tarkett, Kährs) with the proprietary Lycke paint and wallpaper brand, which is manufactured in Scandinavia and sold exclusively through Happy Homes.

The business is structured as a voluntary retail chain (frivillig kedja) in which stores are independently owned and operated, often by multi-generational merchant families with deep local expertise. Revenue is generated through one-time product sales (consumer and professional), supplemented by fee-based services including color consultation (Färgsättning), certified facade inspection (Fasadkollen), and machine/equipment rental (Bona PowerScrubber, Freetrailer partnerships). Marketing is multi-channel, leveraging Instagram, content/inspiration guides, a customer club (Kundklubben), influencer collaborations, and a Mecenat student discount partnership.

Happy Homes is a private company headquartered in Stockholm with 501–1,000 employees. The firm carries no public ownership, no disclosed parent, no subsidiaries, and no funding rounds in the source data. Its strategic posture is that of a mature category leader focused on extending its brand into adjacent product categories (flooring, tiles), deepening professional trade penetration, and building an ecosystem of complementary partnerships (HOUSE:ID, Beslag Online, Freetrailer) to entrench the chain in the broader home renovation journey.

Name

Happy Homes Sverige

Legal name

Happy Homes

Website

https://happyhomes.se

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Happy Homes Sverige is Sweden's oldest voluntary paint retail chain, operating approximately 80 stores and an e-commerce platform serving DIY homeowners and professional trade customers with paint, wallpaper, flooring, tools, and the proprietary Lycke brand.

Ownership category

akta.pro rank

Product category

Paint and Decorating Retail

NAICS

Home Centers (444110)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

General Home Improvement & Hardware Stores (CRAIADAA)

Keywords

• Paint retail chain
• Wallpaper distribution
• Flooring products
• Home improvement supplies
• Painting tools accessories

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of paint, wallpaper, flooring, tools, and accessories through physical stores and e-commerce platform. Products include interior/exterior paint, wood stains, wallpapers, laminate flooring, vinyl flooring, brushes, rollers, and painting tools from various brands.
2. Professional/B2B Sales: Dedicated professional customer segment serving painters, floor layers, tilers, builders, and property owners with specialized products, system treatments, and bulk purchasing options.
3. Services: Color consultation (färgsättning), facade inspection (fasadkollen), and equipment rental including Bona PowerScrubber machines and trailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Happy Homes Sverige is a voluntary retail chain of approximately 80 stores across Sweden that sells paints, wallpapers, flooring, tools, tiles, and related home improvement products to both DIY consumers and professional trade customers. The company operates its own proprietary Lycke brand of paint and wallpaper (manufactured in Scandinavia) alongside partner brands such as Jotun LADY, Beckers, DEMIDEKK, Anza, and Bona. In addition to retail products, Happy Homes offers in-store services including professional color consultation (Färgsättning), facade inspection (Fasadkollen), and machine/equipment rental.

Product overview

Happy Homes Sverige operates as Sweden's oldest voluntary paint retail chain with approximately 80 stores across the country. The company offers a comprehensive home improvement product portfolio centered on paints, wallpapers, flooring, and tools. Their core offerings include their proprietary Lycke brand (paint and wallpapers manufactured in Scandinavia, sold exclusively at Happy Homes), along with partner brands Jotun LADY, Beckers, DEMIDEKK, Anza, and Bona. The product range spans indoor and outdoor paints, facade treatments, wood stains, wallpapers organized by style and brand, various flooring types (laminate, wood, vinyl), painting and wallpapering tools, tiles, and ceramics. Services include professional color consultation (Färgsättning), facade inspection (Fasadkollen), and machine/equipment rental. The company serves both consumer and professional customers through their Proffs (professional) division targeting painters, floor layers, tilers, builders, and property owners.

Differentiator

Problem solved

Functional benefit

Brands

• Lycke: House brand paint and wallpaper products sold exclusively at Happy Homes

Products and services

• Lycke Färg (Lycke Paint) Happy Homes' own-brand paint line manufactured in Scandinavia and sold exclusively at Happy Homes, including indoor paints, outdoor paints, facade paints, wood stains, and primers in various colors and finishes.
• Lycke Tapeter (Lycke Wallpapers) Happy Homes' own-brand wallpaper line with various patterns and collections including influencer-designed collections, sold exclusively at Happy Homes.
• Färg (Paint) Complete range of paints including indoor paint (wall, ceiling, floor, primer, trim), outdoor paint (facade, window, wood oil, wood stain), and specialty paints (wet room, metal, lime, distemper), sourced from multiple brands including Lycke, Jotun LADY, Beckers, and DEMIDEKK.
• Tapeter (Wallpapers) Extensive wallpaper selection organized by style (solid colors, patterned, children's rooms, vintage, rural, green, striped) and by brand (Boråstapeter, Engblad & Co, Midbec, William Morris, Grandeco, Marburg, Lycke), plus wallpaper accessories.
• Golv (Flooring) Flooring products including laminate, wood flooring, parquet, vinyl flooring, and vinyl click flooring, plus underlayment and floor cleaning products, from brands such as Tarkett, BerryAlloc, Gerflor, Forbo, and Kährs.
• Verktyg & Tillbehör (Tools & Accessories) Painting and wallpapering tools including brushes, rollers, paint trays, wallpaper tools, scrapers, masking tape, and cleaning supplies, from brands such as Anza, Bona, Bostik, Häxan, and Jape.
• Kakel och Klinker (Tiles and Ceramics) Tile and ceramic products for bathrooms, kitchens, and other surfaces.
• Färgsättning (Color Consultation) Professional in-store color consultation service where customers receive personal assistance from a color expert to create a cohesive interior combining paint, floors, and wallpaper.
• Fasadkollen (Facade Inspection) Service in which certified facade experts visit customers' homes to inspect facades for those planning to repaint or to assess the condition of the facade.
• Maskinuthyrning (Machine and Equipment Rental) Rental of machines and equipment including Bona PowerScrubber floor-cleaning machines and trailer rentals (via Freetrailer partnership) for transporting paint and building materials.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Beslag OnlinecoreGTM or Marketing PartnerCollaboration to inspire furniture and kitchen upcycling through color and new hardware. Happy Homes provides paint and color expertise while Beslag Online provides handles and knobs. Joint marketing through social media and content showcasing color + hardware combinations.
• HOUSE:IDminorGTM or Marketing PartnerApp partnership helping customers keep track of everything related to their home. HOUSE:ID app allows users to organize home-related information in one place.
• MindminorOthersCharitable partnership supporting Mind's work against mental health issues. Happy Homes supports the organization and sells Varmprat cards in stores to help fund Mind's support hotlines.
• MecenatminorGTM or Marketing PartnerStudent discount partnership offering 300 kr discount on purchases over 1000 kr for Mecenat Student, Alumni, or Senior members when shopping online at happyhomes.se.
• FreetrailerminorChannel Partner/ Reseller/ DistributorTrailer rental partnership allowing customers to rent trailers for transporting paint and building materials. Available through Happy Homes store services.
• JotuncoreTechnology or IntegrationWet room systems (våtrumssystem) for professional customers. Jotun's system tested by RISE and certified by MVK for wet room applications. Complete system from prep to finish for waterproof wall finishes.
• BeckerscoreTechnology or IntegrationBeckers wet room system certification for professional customers. Complete system treatments for wet room applications.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Byggmax: Swedish low-price building materials retailer with ~200 stores across the Nordics, focused on DIY and prosumer customers. Overlaps with Happy Homes on paint, tools, and flooring but emphasizes low-price building supplies over expert-led color consultation.
• Rusta: Swedish discount retailer offering home, hobby, and DIY basics including entry-level paint and home improvement goods. Competes in the lower price tier on a subset of Happy Homes' assortment rather than specialist paint depth.
• Bauhaus Sverige: Swedish arm of the European big-box DIY retailer, operating large-format stores selling paint, tools, building materials, and home furnishings. Overlaps with Happy Homes' home-improvement offering but competes on breadth and price rather than paint-category expertise.
• Hornbach Sverige: Swedish operations of the European DIY big-box retailer, offering building materials, paint, tools, and garden supplies for DIYers and professionals. Comparable customer overlap with Happy Homes but broader category focus and larger store formats.
• Clas Ohlson: Nordic home products retailer with stores across Sweden, Norway, and Finland, selling tools, hardware, paint, and home improvement basics. Competes for DIY share-of-wallet at lower project complexity than Happy Homes' specialist paint model.
• K-Rauta (Kesko): Swedish building-materials chain owned by Kesko, serving both DIY consumers and trade professionals with paint, lumber, tools, and renovation supplies. Competes with Happy Homes on professional trade segment but with broader building-materials assortment rather than paint specialism.

Direct peers

• Colorama: Sweden's largest voluntary paint retail chain with roughly 100 stores nationwide, selling paint, wallpaper, flooring, tools, and accessories from multiple brands. Direct competitor with virtually identical voluntary retail model, product mix, and customer segments (DIY and professional trade).
• Flügger: Nordic paint retailer headquartered in Denmark with company-owned stores across Sweden, Norway, and other markets. Sells decorative paint, wood treatments, wallpaper, and accessories under own-brand Flügger and partner brands — directly comparable to Happy Homes' format and product depth.

Others

• Beckers (PPG): Swedish paint manufacturer owned by PPG Industries, supplying Happy Homes with branded and certified wet-room system products. Functions primarily as a brand supplier and technology partner, with limited direct retail overlap but a strategic supplier relationship relevant to margin and assortment decisions.
• Jotun: Norwegian paint manufacturer supplying Happy Homes with the premium Jotun LADY line and certified wet-room systems. Acts as a key brand partner rather than a direct retail competitor, but a strategic relationship that affects Happy Homes' assortment positioning and margin profile.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/lyckefargtapet
• Xx.com/HappyHomesSE

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 Happy Homes Sverige