Miljomarking Sverige

What Miljomarking Sverige does

Miljömärkning Sverige AB (Ecolabelling Sweden), founded in 1989 and headquartered in Stockholm, is a 100% state-owned non-profit private limited company responsible for operating the Nordic Swan Ecolabel (Svanen) and the EU Ecolabel in Sweden. It functions as the Swedish secretariat within the five-country Nordic Ecolabelling organization (Denmark, Finland, Iceland, Norway, Sweden) under mandate from the Swedish government. The organization certifies goods and services across approximately 60 product groups — including buildings, hygiene products, cleaning services, events, electronics, textiles, furniture, and investment funds — using proprietary MEKA lifecycle analysis and RPS (Relevance-Potential-Controllability) evaluation methodologies to develop environmental criteria. Both labels operate as ISO 14024 Type 1 ecolabels, requiring independent third-party verification, with criteria designed to exceed current regulation and anticipate forthcoming EU requirements under the Ecodesign Regulation, CSRD reporting framework, and Empowering Consumers directive.

The company is financed through a combination of licensing and application fees paid by manufacturers and service providers, supplemented by Swedish government grants. It employs 51-100 staff and supports a portfolio of more than 35,000 certified products and services. Licensing holders include enterprises such as PostNord, ICA Malmborgs, Matas, Scandic, Rudolph Care, and JM, spanning logistics, retail, hospitality, beauty, and construction. Go-to-market is enterprise field sales: companies apply through a formal multi-step process, Miljömärkning Sverige reviews and inspects, and licenses are granted to compliant products. The organization maintains dual distribution channels — direct licensing to enterprises and a self-serve consumer-facing product search portal with 35,000+ entries — and engages in ongoing stakeholder consultation processes for criteria development.

Notable recent activity includes three 2024 certification launches (hygiene products, cleaning services, building operations), a mid-2025 launch for events, and earlier expansion into investment funds. The organization participates in the EU Ecodesign Forum and the ProPare digital product passport pilot, and actively markets the label to public procurement bodies as a Type 1 certified compliance tool. The Nordic Swan trademark is collectively owned by the Nordic countries and managed through the Nordic Ecolabelling organization, with Sweden-specific operations carried out by Miljömärkning Sverige under government assignment.

Name

Miljomarking Sverige

Legal name

Miljömärkning Sverige AB

Website

https://svanen.se

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Miljömärkning Sverige AB is the Swedish state-owned, non-profit operator of the Nordic Swan Ecolabel and EU Ecolabel, certifying over 35,000 products and services across 60 categories using proprietary lifecycle and environmental criteria methodologies.

Ownership category

akta.pro rank

Product category

Environmental Certification Services

NAICS

Testing Laboratories and Services (54138), Administration of Environmental Quality Programs (9241)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Sustainability & Environmental Certifications (Carbon, Water, Regenerative) (AFALAMAC)

akta.pro secondary industries

Social, Ethical & Sustainability Audits for Food Supply Chains (SMETA/SA8000, ESG-linked) (AFALABAL), Environmental Compliance Audits & Management System Audits (EHS Audits, ISO 14001/45001 Compliance Audits) (EUAHABAF), Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

Keywords

• Environmental certification services
• Ecolabel licensing
• Product sustainability standards
• ISO 14024 ecolabelling
• Lifecycle impact assessment

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Licensing Fees: Miljömärkning Sverige is financed partly through fees from companies holding ecolabeling licenses. Companies pay application fees and ongoing licensing fees to use the Nordic Swan Ecolabel or EU Ecolabel on their products and services.
2. Government Grant: The Swedish government provides funding to Miljömärkning Sverige as a state-owned company operating on a non-profit basis, responsible for the official Nordic Swan Ecolabel and EU Ecolabel programs in Sweden.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Miljomarking Sverige operates the Nordic Swan Ecolabel (Svanen) and the EU Ecolabel in Sweden, providing third-party verified Type 1 (ISO 14024) environmental certification for products and services across approximately 60 product groups. The organization develops environmental criteria, reviews applications, conducts inspections, and grants licenses that allow manufacturers, brands, and service providers to use the ecolabels on their offerings.

Product overview

Miljömärkning Sverige AB operates the Nordic Swan Ecolabel (Svanen) and EU Ecolabel as Norden's official environmental certification programs. The organization offers Type 1 environmental certification (ISO 14024) for over 35,000 products and services across approximately 60 product groups including buildings, events, hygiene products, cleaning services, textiles, electronics, furniture, and investment funds. The Nordic Swan Ecolabel sets absolute and product-specific environmental requirements that are more ambitious than current legislation, while the EU Ecolabel provides European-wide environmental certification. Both labels serve as trusted communication tools for companies to demonstrate sustainability compliance with EU regulations including CSRD, Ecodesign Regulation, and Empowering Consumers Directive.

Differentiator

Problem solved

Functional benefit

Products and services

• Nordic Swan Ecolabel (Svanen) The official environmental certification mark of the Nordic countries, awarded to goods and services that meet ambitious environmental, climate, and health requirements across 60 different product groups. Licensed to manufacturers and service providers in Sweden and other Nordic countries.
• EU Ecolabel The official environmental certification of the European Union, operated by Miljomarking Sverige in Sweden under commission from the Swedish government, covering various product and service categories with EU-wide recognition.
• Svanenmarkta Hus (Nordic Swan Ecolabelled Buildings) Certification for new buildings, renovations, and building operations meeting strict environmental requirements across multiple generations of criteria, used by construction and real estate firms such as JM to meet EU taxonomy environmental objectives.
• Svanenmarkta Event Certification for events and venues that meet environmental and sustainability requirements, including conference facilities. Launched June 10, 2025.
• Svanenmarkta Hygienprodukter Certification for hygiene and beauty products including cosmetics, skincare, sanitary products, and personal care items. Launched in 2024.
• Svanenmarkta Stadtjanster (Cleaning Services) Certification for professional and household cleaning services meeting environmental standards. Launched in 2024.
• Svanenmarkt Fastighetsdrift (Building Operations) Certification for building operations meeting environmental standards. Launched in 2024 with a launch webinar on 5 November 2024.
• Svanenmarkta Fonder (Investment Funds) Nordic Swan Ecolabel for investment funds including balanced funds, equity funds, and fixed-income funds meeting sustainability criteria.

Quantifiable outcome

• 35,000+ eco-labeled products and services available across Nordic markets
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Nordic EcolabellingcoreStrategic or Co-development PartnerNordic Ecolabelling coordinates the Nordic Swan Ecolabel across Denmark, Finland, Iceland, Norway, and Sweden. Each country has its own secretariat handling license applications, inspection visits, and marketing in their respective countries. Miljömärkning Sverige is the Swedish secretariat.
• European Commission / EU EcolabelcoreStrategic or Co-development PartnerMiljömärkning Sverige is also responsible for the EU Ecolabel in Sweden, operating both the Nordic Swan Ecolabel and the EU Ecolabel under government mandate.
• Ecodesign ForumcoreStrategic or Co-development PartnerNordic Ecolabelling has been given a place in the EU Ecodesign Forum, contributing knowledge and experience from the work with the Nordic Swan Ecolabel to help develop future requirements under the Ecodesign Regulation.
• ProPare (Pilot Project)minorStrategic or Co-development PartnerNordic Ecolabelling participated in the ProPare pilot project to develop a global solution for digital product passports as part of the Ecodesign Regulation implementation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Green Seal: U.S.-based non-profit operating a Type 1 (ISO 14024) third-party eco-label across cleaning, building, and consumer product categories. Closely parallels Miljömärkning Sverige in methodology, business model, and category scope, making it the closest North American analogue.
• Fairtrade International: Global third-party certification organization using a comparable licensing-fee revenue model to verify ethical and sustainability claims across product categories. Operates with independent standard-setting and consumer-trust-driven brand economics parallel to Miljömärkning Sverige.
• Blauer Engel (Blue Angel): Germany's federal government-backed Type 1 ecolabel and the longest-established national eco-label in the world. Operates under a near-identical model to Miljömärkning Sverige, certifying products and services against ISO 14024-style lifecycle criteria across multiple categories, making it the most directly comparable peer.
• Forest Stewardship Council (FSC): International non-profit providing independent, third-party verified sustainability certification (Type 1-style) across forestry and forest-product supply chains. Uses licensing fees, stakeholder-driven criteria, and a recognized consumer-facing label similar to the Nordic Swan Ecolabel.
• Marine Stewardship Council (MSC): International non-profit running a global sustainability certification and eco-label program for sustainable fishing and seafood traceability. Shares Miljömärkning Sverige's third-party verification model, licensing fees, and consumer-brand awareness mechanics.
• EU Ecolabel (European Commission): The EU-wide voluntary environmental excellence label that Miljömärkning Sverige itself operates in Sweden under government mandate. It is a peer because the company competes for licensee mindshare between the EU Ecolabel and its own Nordic Swan Ecolabel within the same Swedish portfolio.

Emerging players

• Carbon Trust: UK-based sustainability consultancy and certification body providing verified carbon-footprint and product-labeling services to enterprises. Adjacent competitor for sustainability-marketing budgets and CSRD-aligned disclosure work among the same Nordic enterprise customers.
• Cradle to Cradle Products Innovation Institute: Issues product-level certifications across material health, circularity, and social fairness dimensions. Competes for the same sustainability-conscious brand budgets as Miljömärkning Sverige, particularly in consumer goods and building materials categories.

Broad incumbents

• B Lab (B Corporation): Global non-profit certifying companies' social and environmental performance via a fee-based certification. Targets similar sustainability-conscious enterprises but at the company rather than product level, overlapping with Miljömärkning Sverige's public-procurement and corporate-branding buyer base.
• Energy Star (U.S. EPA): U.S. government-backed energy-efficiency certification program offering consumer-recognized labeling at no direct licensing cost. Conceptually similar to the regulatory-backed trust mechanism Miljömärkning Sverige leverages, though focused narrowly on energy efficiency rather than full lifecycle environmental criteria.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/svanen

Compliance1 record

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 Miljomarking Sverige