Hr Björkman's Entrance Mats

What Hr Björkman's Entrance Mats does

Hr Björkmans Entrémattor AB is a privately held, family-owned Swedish company that rents entrance mats to businesses and organisations across Sweden on a full-service subscription basis. Founded in 1993 by Carl-Johan Björkman (still CEO) and headquartered in Arlöv (Malmö), the company operates from five regional washing-and-distribution sites — Malmö, Stockholm (Upplands Väsby), Gothenburg, Jönköping, and Kalix — serving over 7,000 customers with approximately 70 employees and a rotating fleet of roughly 35,000 mats (approximately 60,000 sqm). The bundled offering covers needs analysis, delivery, scheduled exchange (typically every four weeks), washing, and replacement under individually negotiated quote-based contracts; pricing is not publicly disclosed.

The product portfolio comprises nine named mat lines spanning standard dirt and moisture capture (EcoMat™, SuperMat™), brand-customised mats (LogoMat™), message and safety mats (FikaMat™, LekMat™, SafetyMat™, TruckMat™), and functional mats (ErgoMat™, ScraperMat™). The underlying technology stack — rather than any software product — is the core differentiator: a patented closed-loop washing system (patent granted 2016) that reuses up to 98% of water; a biotechnological washing process using biological agents (Nu-Niit™ from Innu-Science) at low temperatures for 85–90% of loads; rainwater harvesting; a fossil-free delivery fleet (biogas and electric) operating since 2005 with HVO100 as complement; and solar panels on the Arlöv facility. All mats are manufactured from recycled yarn materials. The bundled service is marketed under the EcoSmartSolution™ circular concept.

Revenue is generated through recurring subscription rentals on individually negotiated contracts, with pricing tied to mat count, exchange frequency, and mat type plus volume discounts and an environmental fee. Go-to-market is sales-led, anchored by a free needs-analysis funnel, supported by paid digital advertising (Google Ads, Facebook, Instagram, LinkedIn), organic social content, customer testimonials and case studies, and a strong Google review profile (4.8/5 from 224 reviews). The company holds multiple third-party certifications — EMAS (one of only seven in Sweden), ISO 14001 (since 1999, first Swedish laundry), ISO 9001 (since 2003), CLEAN GREEN (first company outside North America, 2013), and the Nordic Swan license (first in southern Sweden, 2005) — and operates an in-house whistleblower channel managed by KPMG.

Name

Hr Björkman's Entrance Mats

Legal name

Hr Björkmans Entrémattor AB

Website

https://hrbjorkman.se

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Hr Björkmans Entrémattor AB is a Swedish family-owned company founded in 1993 that rents entrance mats to businesses and organisations across Sweden via a full-service subscription covering delivery, exchange, and washing, supported by a patented closed-loop washing system and EMAS-certified environmental management.

Ownership category

akta.pro rank

Product category

Commercial Entrance Mat Rental Services

NAICS

Industrial Launderers (812332), Drycleaning and Laundry Services (8123), Linen and Uniform Supply (81233)

akta.pro industry

PRIMARYHSAJAEAN

Commercial Mat, Mop & Towel Laundry Service

Home & Personal Services/Laundry, Dry Cleaning & Garment Care/Laundry Services (Commercial/Institutional)

SECONDARYHSAJABAE

Commercial / Small-Business Wash-and-Fold (Salons, Gyms, Spas, Airbnb Hosts)

Home & Personal Services/Laundry, Dry Cleaning & Garment Care/Wash-and-Fold (Drop-Off Laundry) Services

Keywords

• Entrance mat rental
• Commercial mat services
• Facility floor mats
• Logo entrance mats
• Mat laundering service

Headquarters

HQ city

Arlöv

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Entrématta rental service: Core revenue stream from renting entrance mats to businesses and organizations. The rental includes full service: delivery, exchange, and washing according to a contracted schedule. Customers pay a periodic rental fee based on the number of mats, exchange frequency, and chosen design. Pricing varies by mat type (standard, logo, functional) and volume, with quantity discounts applied for multiple mats.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Hr Björkman's Entrance Mats rents full-service entrance mats to businesses and organisations across Sweden. The subscription covers delivery, scheduled exchange, and washing of mats at the company's own laundries, supported by a patented closed-loop water recycling washing system and a fossil-free delivery fleet. Customers select from nine named mat products (standard, logo, message, safety, ergonomic, and scraper categories) based on a free needs analysis of their premises.

Product overview

Hr Björkmans Entrémattor AB operates a full-service entrance mat rental business serving businesses and organisations across Sweden. The offering is structured around four product categories spanning nine named mat products: Standardmattor (EcoMat™ and SuperMat™) for general dirt and moisture capture; LogoMat™ for brand-customised entrance mats; Budskapsmattor (FikaMat™, LekMat™, SafetyMat™, TruckMat™) for message and safety communication; and Funktionsmattor (ErgoMat™, ScraperMat™) for ergonomic and outdoor scraping functions. All mats are rented with a bundled service covering washing, replacement and delivery, governed by the EcoSmartSolution™ circular service concept. The company also provides free needs analysis, a delivery guarantee, and access to sustainability and cost calculators as customer-facing tools.

Differentiator

Problem solved

Functional benefit

Brands

• EcoSmartSolution™: The company's concept for circular mat service where mats are rented, washed, and reused to reduce resource consumption. Includes up to 98% water reuse in laundries, fossil-free deliveries, and circular workwear.
• EcoMat™
• SuperMat™
• LogoMat™
• FikaMat™
• LekMat™
• SafetyMat™
• TruckMat™
• ScraperMat™
• ErgoMat™

Products and services

• EcoMat™

Quantifiable outcome

• Up to 98% of washing water is reused through the patented closed-loop system
• +5 more outcomes

Named customers9 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• Beskow von PostcoreStrategic or Co-development Partner · 1 January 2025Strategic partnership for circular workwear. In 2025 the company, together with Beskow von Post, launched a new collection of circular work uniforms designed with a focus on sustainability, function, and long lifespan. The company also chose circular workwear from Beskow von Post in 2024 as part of its internal sustainability efforts.
• KPMGsupportingImplementation/ SI/ Consulting PartnerKPMG is used as the external provider of the company's whistleblowing function (visselblåsarfunktion). Reports are submitted through KPMG's web-based platform for anonymous and confidential handling of whistleblower cases. KPMG specialists review all incoming reports and provide recommendations for continued handling.

Scale indicators7 records

Recent moves17 records

Expansion highlights5 records

Broad incumbents

• Elis: Elis is a French-listed multinational providing flat linen, workwear, and hygiene solutions across Europe and Latin America. As a broad incumbent in textile and hygiene services, it contextualises what scale and capital look like at the upper end of the mat/textile rental category.
• Initial (Rentokil Initial): Rentokil Initial is a global facilities services group that, through its Initial brand, offers mat rental and hygiene services to commercial customers. It is a broad incumbent that competes with smaller players like Hr Björkman's in multinational accounts.
• MEWA Textil-Service: MEWA is a German family-owned textile services company supplying reusable workwear, cleaning cloths, and entrance mats on a subscription model. It is a broad incumbent with a comparable circular, sustainability-anchored positioning to Hr Björkman's.

Regional players

• Sundab Mattservice: Sundab is a Swedish mat rental and entrance mat service provider. As a domestic peer, it is the most direct local competitor in Sweden and a relevant benchmark for regional density, pricing, and customer overlap.
• Berendsen (now part of Elis): Berendsen, historically a Nordic and UK textile services company, has been integrated into Elis but historically operated a Swedish mat and workwear rental business. It is a regional peer whose Swedish footprint overlaps with Hr Björkman's five regions.

Direct peers

• Lindström Group: Lindström is a Finnish textile services company providing workwear, mats, and cleanroom garments on a rental basis across Europe and Asia. It is a direct peer in the circular textile rental model and a relevant benchmark for the circular workwear line Hr Björkman's launched with Beskow von Post.
• CWS International: CWS is one of Europe's largest mat rental and hygiene service providers, offering a circular rental model for entrance mats, washroom services, and workwear across multiple countries. It is a direct peer in mat rental subscription services and the most credible large-scale competitor an investor would benchmark Hr Björkman's against.

Others

• WISAG Facility Service: WISAG is a large German facility services provider that bundles cleaning, security, and mat/textile services for commercial real estate. It is relevant as a buyer channel and bundling partner for entrance mat services, rather than a head-to-head mat rental competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hrbjorkman

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Hr Björkman's Entrance Mats