Colorama

What Colorama does

Colorama is a Swedish specialty retail chain operating over 90 physical stores across Sweden, headquartered in Malmö, with a workforce of 501-1000 employees. It positions itself as one of the Nordic region's largest paint retail chains, supplying paints, wallpapers, flooring, tiles, tools, and accessories to two primary customer segments: DIY homeowners and professional tradespeople ('Proffs'). The company distributes its products through both its physical store network and an e-commerce platform at colorama.se, complemented by advisory services covering interior design, facade, bathroom, and craftsmanship consulting, as well as trailer rental at select locations.

The product portfolio combines partner-brand products from major suppliers — Jotun paints (including Demidekk facade lines and LADY interior ranges), Tarkett flooring (vinyl and laminate), Boråstapeter, Midbec, Duro, and Sandberg wallpapers, Beckers and Caparol paints, and Mäster and Anza tools — with Colorama's own private-label offerings, notably the Colorama Trägolv wooden flooring line in 22 variants including click-install herringbone parquet. Pricing is set at the store level with local variations, and the company offers a price-match guarantee on selected wallpaper brands (Boråstapeter, Midbec Tapeter, Sandberg Wallpaper, Duro, Carma&co, Intrade, and Textdecor).

Revenue is generated primarily through transactional retail product sales across the store and e-commerce channels, supplemented by consultation services (interior design, facade, bathroom, craftsmanship) and equipment rental. Marketing is conducted across a multi-channel mix including an inspiration/content hub, Facebook, Instagram, YouTube, email newsletter, and in-store expert consultations. The company is privately held with no disclosed parent company, ownership structure, funding rounds, or financial figures.

Name

Colorama

Legal name

Colorama

Website

https://colorama.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Paint and Wallpaper Retailers (44412), Home Centers (444110)

akta.pro primary industry

Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI)

akta.pro secondary industries

Exterior Painting (Siding, Trim, Doors) (HSAGADAB), Interior Painting (Walls, Ceilings, Trim) (HSAGADAA)

Keywords

• Paint retail
• Home improvement
• Wallpaper and flooring
• Renovation supplies
• Painting tools

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Colorama generates revenue through the sale of paints, wallpapers, flooring, tiles, tools, and accessories across its physical store network and e-commerce platform. The business operates as a specialty retail chain offering a curated assortment of home improvement products from various branded partners.
2. Consultation Services: Revenue is generated through advisory services including interior design consulting, facade consulting, bathroom consulting, and craftsmanship consulting. These services help customers plan and execute renovation projects.
3. Equipment Rental: Colorama offers rental services for equipment including trailers (släpkärra) at select store locations to support customers' transportation needs for renovation projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Colorama is a specialty retail chain selling paints, wallpapers, flooring, tiles, tools, and accessories through more than 90 stores in Sweden and an e-commerce platform. The assortment combines own-brand products (Colorama Trägolv wooden floors) with partner brands such as Jotun paints, Tarkett flooring, and Boråstapeter/Midbec/Duro wallpapers. The company also offers value-add services including in-store advisory consultations (interior design, facade, bathroom, craftsmanship) and trailer rentals to support renovation projects.

Product overview

Colorama is one of the Nordic region's largest paint and home improvement retail chains with over 90 stores in Sweden, offering a carefully curated selection of paint, wallpaper, flooring, tiles, and tools for all renovation projects. The product portfolio spans their own branded wooden floors (Colorama Trägolv in 22 variants including fiskbensparkett/herringbone parquet), Tarkett vinyl and laminate flooring (iD Click Solid 55, iD Click Ultimate, SoundLogic laminate), Jotun/Demidekk facade paints including the super-matte Demidekk Infinity Pure Matt and self-cleaning Demidekk Brilliant White, Jotun LADY interior paints with seasonal color collections like Soulful Spaces 2026, wallpaper collections from Boråstapeter (Eastern Simplicity, Cottage Garden), Midbec featuring Marimekko Vol. 6, and Duro's Enfärgad & Randig line, professional Mäster painting tools, and services including trailer rental and advisory consultations for interior design, facades, bathrooms, and craftsmanship.

Differentiator

Problem solved

Functional benefit

Brands

• Colorama: Private label paint and floor brand under Colorama, including trägolv (wooden floors) such as Djurgården and Haga fishbone parquet with click technology.

Products and services

• Colorama Trägolv (own-brand wooden flooring)

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

Partnerships

13 partnerships are on record, tiered core and minor.

• JotuncoreChannel Partner/ Reseller/ DistributorJotun is a major paint brand partner supplying facade paints, interior paints, and specialized coatings. Key products include Demidekk Infinity Pure Matt (supermatt facade paint), Demidekk Brilliant White (dirt-repellent white paint), and VISIR primer. Jotun's AMA technology and product innovations are featured prominently in Colorama's offerings.
• TarkettcoreChannel Partner/ Reseller/ DistributorTarkett supplies vinyl flooring including iD Click Solid 55 and iD Click Ultimate collections. Products feature Tektanium surface treatment, click-lock installation systems, and wood/stone patterns. Colorama stocks comprehensive Tarkett flooring product lines.
• BoråstapetercoreChannel Partner/ Reseller/ DistributorSwedish wallpaper manufacturer since 1905 supplying decorative wallpapers including Eastern Simplicity and Cottage Garden collections. Featured under Colorama's price guarantee program. Products include phototapeter (photo wallpapers) and designer collaborations.
• Midbec TapetercoreChannel Partner/ Reseller/ DistributorMidbec supplies wallpaper collections including the Marimekko vol. 6 collection featuring Finnish design patterns. Products feature expressive forms and graphic patterns in earthy and vibrant color expressions. Included in price guarantee program.
• DurocoreChannel Partner/ Reseller/ DistributorSwedish wallpaper manufacturer producing environmentally friendly wallpapers in Scandinavian design. Collections include Enfärgad & Randig (Solid & Striped), Blommor & Blad (Flowers & Leaves), and Rand & Kulör (Stripe & Color). All products are Swedish-made. Included in price guarantee program.
• Sandberg WallpapercoreChannel Partner/ Reseller/ DistributorSwedish wallpaper brand partnered with Colorama. Included in the price guarantee program for select wallpapers.
• CaparolcoreChannel Partner/ Reseller/ DistributorGerman paint brand available at Colorama offering professional-grade paints and coatings for various applications.
• BeckerscoreChannel Partner/ Reseller/ DistributorSwedish paint manufacturer with long history supplying quality paints to Colorama for residential and commercial applications.
• AnzacoreChannel Partner/ Reseller/ DistributorSwedish paint tool brand supplying brushes, rollers, and painting equipment. Products include Fasadpenselset Elite for professional facade painting.
• MästercoreChannel Partner/ Reseller/ DistributorProfessional quality paint brushes developed in collaboration with Colorama. Products include Rundpensel Superior, Fasadpensel Superior, and professional brush sets designed to facilitate painting work and achieve perfect results.
• GolvabiaminorChannel Partner/ Reseller/ DistributorFlooring brand partner supplying parquet and wooden flooring options for residential applications.
• MindminorOthersMental health organization supported by Colorama through a collaboration supporting life-saving mental health initiatives. The partnership includes awareness campaigns and community support.
• Melina CribornminorStrategic or Co-development PartnerExclusive collaboration between Colorama and designer Melina Criborn for the 'Timeless' collection featuring curated color and design selections.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Flügger: Flügger is a Danish-listed paint manufacturer and specialty retailer operating stores across Scandinavia. It is the closest direct peer to Colorama: same Nordic footprint, same specialty paint retail model, and overlapping brand partnerships and customer base.
• Beckers Group: Beckers is a Swedish paint manufacturer with a long heritage supplying Colorama. It also operates its own retail and professional channels in the Nordics, making it both a supplier and a direct competitor for the same pro and DIY customers.

Regional players

• Byggmax: Byggmax is a Swedish discount building materials and DIY retailer with extensive Nordic footprint. It overlaps with Colorama on paint, flooring, tools, and accessories, but at a lower-price, less advisory-led positioning.
• Jula: Jula is a Swedish and Nordic DIY and home improvement retailer. It overlaps on tools, paint accessories, and basic renovation supplies, but its assortment is broader and less paint-specialized than Colorama's.
• Clas Ohlson: Clas Ohlson is a Swedish-origin Nordic retailer selling tools, hardware, and home improvement products. It overlaps with Colorama on tools, accessories, and small renovation categories but does not focus on paint and wallpaper.

Broad incumbents

• Bauhaus: Bauhaus is a large European home improvement and DIY chain with stores in Sweden. It competes with Colorama across paint, flooring, tools, and tiles as part of a much broader assortment and serves both pros and DIY.
• K-Rauta: K-Rauta is a Nordic building materials and home improvement chain with Swedish stores. It competes with Colorama on paint, flooring, tiles, and renovation supplies for both professionals and DIY consumers.
• Hornbach: Hornbach is a pan-European DIY and home improvement chain operating in Sweden. It competes with Colorama on paint, flooring, tools, and renovation supplies as part of a much broader, project-oriented assortment.

Others

• Jotun: Jotun is a major Norwegian paint manufacturer and Colorama's flagship facade and interior paint supplier. It is an upstream partner and brand owner; Jotun's direct-to-consumer or exclusive-dealer moves could materially reshape Colorama's assortment.
• Tarkett: Tarkett is a global flooring manufacturer supplying vinyl and laminate products to Colorama. It is a key upstream partner and a benchmark for the branded flooring share of Colorama's revenue.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/ColoramaSverige
• Facebookfacebook.com/ColoramaSverige
• Instagraminstagram.com/coloramasverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Colorama