Nolia Aktiebolag

What Nolia Aktiebolag does

Nolia Aktiebolag (Nolia AB) is a Swedish, municipally-owned trade fair, conference, and event organization company headquartered in Umeå with a regional office in Piteå. Founded formally in 1976 and tracing its origins to the first Noliamässan trade fair in 1963, Nolia operates twelve owned event brands across seven cities in Northern Sweden (Sundsvall, Östersund, Umeå, Skellefteå, Piteå, Luleå, and Boden), including the flagship consumer fair Noliamässan, the B2B construction and transport fair Load Up North, the education and recruitment fair Nolia Karriär (a six-city circuit), the international mining expo Euro Mine Expo, the forestry fair Skogsnolia, the beverage fair Beer & Taste, and several specialized conferences and consumer events. The company also owns and operates conference and exhibition facilities in both Umeå (Signalvägen 3) and Piteå (Acusticum) and runs an equipment rental business (Noliashop) supplying furniture, exhibition materials, and event logistics to exhibitors.

Nolia's revenue model is multi-stream and event-driven: it generates income from trade fair booth rentals (e.g., SEK 5,600–10,900 per booth at Seniormässan plus base/environmental fees), conference room and event space rentals, ticket sales to public events, equipment and furniture rental via Noliashop, sponsorship arrangements (particularly with local sports clubs in owner municipalities), and bespoke event production for external clients. Go-to-market is primarily direct sales through an internal sales team complemented by online self-serve booking on individual event websites. The underlying technology stack is conventional: the company runs on standard WordPress-based event websites for scheduling and ticket purchase via the Events Calendar plugin, with no disclosed proprietary AI, data, or platform technology.

Ownership is a defining structural feature: Nolia AB is owned 50% by Umeå municipality and 50% by Piteå municipality, with Skellefteå municipality acquiring a partial stake in 2012. There are no venture capital, private equity, or public-market shareholders. The company's stated mission is to create meeting places that drive regional growth and development across Northern Sweden, and its governance reflects municipal ownership directives. Nolia holds the Svensk Miljöbas environmental certification (achieved 2024, consecutive in 2025) and participates in Umeå's climate action plan.

Name

Nolia Aktiebolag

Legal name

Nolia AB

Website

https://nolia.se

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Nolia Aktiebolag is a Swedish municipal-owned trade fair, conference, and event organization company operating twelve event brands—including Noliamässan, Load Up North, Nolia Karriär, Euro Mine Expo, and Skogsnolia—across seven cities in Northern Sweden. It also owns conference facilities in Umeå and Piteå plus an equipment rental service (Noliashop).

Ownership category

akta.pro rank

Product category

Trade Fair and Conference Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM)

akta.pro secondary industries

Executive Summits & Invitation-Only Forums (MPAGAGAK), Food, Wine & Beverage Festivals/Expos (MPAGAFAE)

Keywords

• Trade fair organization
• Conference venue rental
• Event management services
• Exhibition booth rental
• Event equipment rental

Headquarters

HQ city

Umeå

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Trade Fair Booth Rentals: Revenue from renting exhibition booth spaces to businesses at trade fairs such as Noliamässan, Load Up North, Beer & Taste, and other events.
2. Conference Facility Rentals: Revenue from renting conference rooms and event spaces at their facilities in Umeå and Piteå.
3. Event Tickets: Revenue from selling admission tickets to trade fairs, career fairs, and other public events.
4. Equipment Rental: Revenue from renting furniture, exhibition equipment, and other materials to exhibitors and event organizers.
5. Sponsorship: Sponsorship arrangements with local sports clubs and associations within their owner municipalities of Piteå and Umeå.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Nolia Aktiebolag operates a portfolio of 12 trade fairs and conferences across seven cities in Northern Sweden, producing and hosting events such as Noliamässan, Load Up North, Beer & Taste, Nolia Karriär, Euro Mine Expo, Skogsnolia, and Nolia Ledarskap. In addition, the company owns and operates conference and event venues in Umeå and Piteå, and runs an equipment rental shop (Noliashop) providing furniture and exhibition materials for events.

Product overview

Nolia AB is Northern Sweden's leading exhibition and conference organizer, operating a portfolio of 12+ trade fairs and multiple conferences across seven cities in northern Sweden (Sundsvall, Östersund, Umeå, Skellefteå, Piteå, Luleå, and Boden). The core offering consists of large-scale trade fairs including Noliamässan (the flagship consumer fair since 1963), Nolia Karriär (education and recruitment fair across 6 cities), Load Up North (construction fair), Beer & Taste (food and beverage), Euro Mine Expo (mining), Skogsnolia (forestry), and several specialized events. Additionally, Nolia operates owned conference facilities in Umeå and Piteå, offering venue rental, event planning services, and equipment rental through Noliashop. The company also produces events for external clients and provides consulting services for event planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Noliamässan Annual regional consumer trade fair in Piteå featuring home improvement, outdoor recreation, motor sports, and food exhibits with stage programs, activities, and competitions; serves exhibitors and thousands of visitors.
• Nolia Karriär Northern Sweden's largest education and recruitment fair held across six cities (Luleå, Piteå, Skellefteå, Umeå, Östersund, Sundsvall); targets students, job seekers, educational institutions, and employers.
• Load Up North Northern Sweden's largest construction and transport trade fair covering construction machinery, transport, road and infrastructure, surface mining, and related services; includes test driving opportunities for heavy equipment and trucks.
• Beer & Taste Northern Sweden's premier beverage and food fair held in Umeå and Piteå featuring craft beer, spirits, cocktails, wine, and local food producers with tastings and competitions.
• Nolia Trädgård Northern Sweden's garden fair held in Umeå, focusing on gardening, plants, and outdoor living.
• Euro Mine Expo International mining expo held in Skellefteå featuring innovations and methods in the mining industry.
• Skogsnolia Northern Sweden's forestry fair focused on the forest industry and related sectors.
• Nolia Ledarskap Umeå's largest conference platform for leadership and business development, bringing together professionals focused on management and organizational growth.
• Seniormässan Trade fair for seniors featuring exhibitors, lectures, and activities covering health, technology, travel, finance, and active lifestyle.
• Nolia Konferens & Event (Conference Venues) Owned conference and event venue facilities in Umeå and Piteå, including exhibition halls, conference rooms, concert halls, and congress spaces; offers full-service conference solutions including venues, technology, catering, and event planning.
• Noliashop (Equipment Rental) Equipment and material rental service for events, providing chairs, tables, exhibition equipment, and other event materials with delivery and pickup options.

Quantifiable outcome

• Thousands of visitors attend Noliamässan annually
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Kummin Restaurang & CateringcoreStrategic or Co-development PartnerKummin shares Nolia's premises and provides food service including restaurant and catering for events and conferences. They prepare food with love and quality ingredients for Nolia's conference and event guests.
• Best Western Stora HotelletminorGTM or Marketing PartnerUmeå hotel offering 15% discount to Nolia event participants. An historic city hotel from 1895, renovated in 2014, named World's Best New Boutique Hotel in 2014.
• Elite Hotel MimerminorGTM or Marketing PartnerCentral Umeå hotel offering discount to Nolia event participants. A 4-star hotel in a former school building with 139 rooms, gym, and restaurant.
• Clarion Hotel UmeåminorGTM or Marketing Partner12% discount for Nolia event attendees. Modern 270-room hotel opened 2022 with conference facilities, spa, and rooftop bar.
• Comfort Hotel WinnminorGTM or Marketing Partner12% discount offered to Nolia event participants in Umeå.
• ProfilHotels AvenyminorGTM or Marketing PartnerDiscount code NOLIA2025 for Nolia event attendees. Design hotel in central Umeå with colorful design and Carpe Diem beds.
• Piteå HavsbadminorGTM or Marketing PartnerHotel partner in Piteå offering accommodation to Nolia event attendees with discount code.
• Hotell Bishop's Arms (Elite Hotels)minorGTM or Marketing PartnerDiscount code NOLIAP for Nolia event attendees staying at this Piteå hotel.
• BilfraktminorGTM or Marketing PartnerLoad Up North's logistics sponsor providing transportation services for the trade fair.
• Norrbottens DestilleriminorGTM or Marketing PartnerBeer & Taste sponsor and exhibitor featuring local craft spirits.
• Piteå HavsbadminorGTM or Marketing PartnerBeer & Taste partner offering accommodation to fair attendees.
• CentrumkrogminorGTM or Marketing PartnerBeer & Taste restaurant partner in Piteå.
• FacitminorGTM or Marketing PartnerBeer & Taste partner, likely providing point-of-sale or business services.
• Atelje53minorGTM or Marketing PartnerBeer & Taste creative/design partner.
• Local Sports Clubs (Piteå and Umeå)minorGTM or Marketing PartnerSports associations sponsored within owner municipalities Piteå and Umeå, primarily elite sports teams and ethical causes.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Messe Frankfurt: One of the world's largest trade fair, congress, and event organizers headquartered in Frankfurt; operates a broad set of industry exhibitions analogous to Nolia's portfolio.
• Hyve Group: UK-listed international events company operating a portfolio of B2B trade shows and conferences across sectors; comparable as a multi-fair organizer with similar product structure.
• Clarion Events: UK-headquartered global events organizer running B2B trade shows and conferences across multiple sectors; comparable in event-driven go-to-market to Nolia.
• Reed Exhibitions: Global trade show organizer operating exhibitions across dozens of industries, owned by RELX; a broad incumbent in the exhibition space served by Nolia.
• Informa Markets: B2B events and exhibitions division of Informa plc; a much larger global incumbent in the same trade show and conference organizing category.
• Koelnmesse: Major German trade fair organizer with a portfolio of industry fairs (e.g. Anuga, IDS) and owned venue in Cologne; comparable in function and annual fair brand structure to Nolia.

Direct peers

• Stockholmsmässan: Sweden's largest exhibition venue running trade fairs, congresses, and consumer events in Stockholm, the most direct domestic peer in scale and operating model to Nolia.
• Easyfairs: Belgian-headquartered organizer of industry-specific B2B fairs across Europe; closely comparable in operating multiple specialized annual fairs with regional reach.
• Svenska Mässan (Swedish Exhibition Centre / Gothia Towers): Operates major trade fairs, congresses, and the on-site Gothia Towers hotel in Gothenburg with similar event-driven GTM, owned venues, and multi-vertical fair portfolio.

Regional players

• Tampere Trade Fairs (Tampereen Messut): Finland's leading regional trade fair organizer based in Tampere; comparable as a Nordic regional fair operator serving a defined catchment anchored on an industrial city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NoliaAB
• LinkedInlinkedin.com/company/nolia
• Instagraminstagram.com/noliaab
• Xx.com/NoliaAB

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Nolia Aktiebolag