Modena Gruppen

What Modena Gruppen does

Modena Gruppen AS is a Norwegian specialty retail chain founded in March 1986 in Sandnes, Norway, and today operates 28 stores and showrooms nationwide with approximately 150 employees. The company is wholly owned by LTL AS, a Norwegian holding company, and serves both private homeowners and professional tradespeople (masons, tilers, painters, contractors, architects) through a dual-channel model. Modena reported estimated revenue of approximately NOK 500 million for 2021 and stocks 6,800 SKUs across its network.

The core product portfolio centers on ceramic tiles (the primary category), complemented by natural stone and slate, bathroom and VVS fixtures, wood-burning stoves and fireplace inserts, construction materials (tile adhesives, mortar, membrane), Alcro paint, tools, and outdoor products such as Morsø gas grills and outdoor fireplaces. The company has developed a proprietary quality marking system (Kvalitetsmerking) that translates European standards (NS EN 14411) into customer-facing classifications for slip resistance, wear resistance, frost resistance, water absorption, and color variation. Sub-brands and product lines include Solorovere (PIEMME ceramic wood-look tiles), Terrazzo, Keramisk Marmor, ZONE UME bathroom accessories, and SPC Click Vinyl flooring.

Modena generates revenue through one-time hardware sales (no recurring or subscription model) at unit pricing that varies by category: tiles from approximately NOK 219 per piece to NOK 1,199 per m², wood stoves from NOK 12,700 to NOK 49,990, and bathroom fixtures from NOK 279 to NOK 10,816. Go-to-market combines physical retail showrooms, an e-commerce platform (modena.no), dedicated professional and architect portals (proff.modena.no, arkitekt.modena.no), a free customer loyalty club, annual print catalogs (including a 188-page Tile Catalog 26/27), and proff centers with drive-in facilities. The company is Miljøfyrtårn (Eco-Lighthouse) certified and operates exclusively in the Norwegian market.

Name

Modena Gruppen

Legal name

MODENA GRUPPEN AS

Website

https://modena.no

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Modena Gruppen AS is a Norwegian specialty retail chain operating 28 stores nationwide, selling ceramic tiles, natural stone, bathroom fixtures, wood stoves, and construction materials to private homeowners and professional tradespeople, with reported revenue of approximately NOK 500 million in 2021.

Ownership category

akta.pro rank

Product category

Building Materials Retail

akta.pro industry

PRIMARYCRAIAGAJ

Flooring Tools, Adhesives, Grout & Installation Supplies Retail

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

Keywords

• Ceramic tile retail
• Building materials retail
• Bathroom fixtures supply
• Natural stone products
• Wood-burning stoves retail

Headquarters

HQ city

Sandnes

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from sale of ceramic tiles, natural stone, wood stoves, fireplaces, bathroom fixtures, VVS products, tools, building materials, and outdoor products. Products are sold as one-time purchases with no recurring revenue model.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Modena Gruppen is a Norwegian retail chain selling ceramic tiles, natural stone, wood-burning stoves, bathroom and VVS fixtures, and related construction materials through 28 physical showrooms and an e-commerce platform. The company targets both private homeowners and professional tradespeople, with dedicated proff centers, expert consultation, and a proprietary tile quality marking system (Kvalitetsmerking). It stocks approximately 6,800 products for quick delivery across Norway.

Product overview

Modena Gruppen operates as a Norwegian retail chain specializing in tiles and tile-related products, offering a comprehensive portfolio organized around core categories: ceramic tiles (fliser) as the primary product, complemented by bathroom and VVS solutions, natural stone and slate, wood-burning stoves and inserts, and various construction/finishing materials. The product ecosystem includes proprietary sub-categories like Keramisk Treverk (ceramic wood-look tiles), Terrazzo, and Keramisk Marmor (ceramic marble), alongside branded product series such as the PIEMME Solorovere wood-look tile series and ZONE UME bathroom accessories. Additional offerings span tools and construction materials (adhesives, mortars, membranes), paint (Alcro), garden tools, outdoor grills, SPC vinyl flooring, and system floors. The company operates as a unified retail brand with physical stores, an e-commerce platform, and professional customer services, primarily serving both private consumers and professional tradespeople in Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Ceramic Tiles (Fliser) Ceramic tiles for floors and walls, including glazed and unglazed varieties, with quality classifications for slip resistance (A-C for barefoot; R9-R13 for shoes), wear resistance (PEI 2-5), frost resistance, water absorption standards (NS EN 14411), and color variation (V1-V4). Sold to private customers and professional tradespeople across Norway.
• Bathroom and VVS Products Complete bathroom solutions including VVS (plumbing) equipment, bathroom furniture, shower doors, mirrors, bathtub faucets (including Damixa PVD finishes), and accessories such as the ZONE UME series. Targeted at homeowners renovating bathrooms and professional installers.
• Skifer and Natural Stone Natural stone products including slate (Oppdal flagstones, bruddheller) and various stone types for indoor and outdoor applications. Sold per square meter for residential and landscaping projects.
• Wood-burning Stoves and Inserts Cast iron and steel wood-burning stoves, fireplace inserts, and heating solutions from brands including Jøtul, Dovre, Aduro, and Heta. Priced from 12,700,- to 49,990,- NOK. Targeted at homeowners seeking primary or supplementary heating.
• Outdoor Fireplaces and Grills Outdoor fireplaces and gas grills including Morsø Cucina and Morsø Forno for outdoor kitchens. Sold as standalone units for residential outdoor living spaces.
• Tools (Verktøy) Professional tools including diamond blades, hole saws, cutting discs, tile cutters, and specialized masonry and tile installation tools. Targeted at professional tilers and contractors.
• Construction Materials (Mortar, Adhesive, and Membrane) Construction products including tile adhesives (Mfix, Megarapid 2K Plus), cement, grout, membrane products, and building foam. Priced from 68,- to 839,- NOK. Used by professional installers and DIY customers.
• Alcro Paint (Maling) Quality paint from Alcro developed for Nordic conditions, including interior and exterior paints for various surfaces. Sold through Modena stores alongside tile products.
• Lists and Profiles (Lister og profiler) Finishing profiles including corner pieces, expansion joints, and transition strips in aluminum, PVC, and other materials for tile installation finishing work.
• Garden Tools and Irrigation Garden tools including spades, rakes, pressure sprayers, snow shovels, and watering equipment for outdoor and landscaping projects.
• Special Tiles (Spesialfliser) Unique and artistic tiles including handcrafted varieties and high-tech tiles with special properties such as self-cleaning or antibacterial surfaces. Targeted at premium residential and specialty projects.
• Product Catalogs Digital catalogs including Bathroom Catalog 2025 (52 pages), Tile Catalog 26/27 (188 pages), System Floor 2024 (24 pages), and SPC Click Vinyl (4 pages). Available digitally and as physical copies in stores as a free customer resource.

Quantifiable outcome

• Over 3000 different products available across stores
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Team RynkebyminorOthersModena serves as Platinum sponsor for Team Rynkeby, a charity cycling team that raises funds for childhood cancer research. Through sponsorship and various events with employees and customers, the company supports this important cause. This partnership provides pride and joy to employees who can contribute to the work.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Maxbo: One of Norway's largest building materials and DIY retail chains (owned by Coop), offering tiles, tools, and renovation supplies alongside a much broader construction materials assortment — overlapping with Modena's professional and DIY customer base.
• Bauhaus Norge: European DIY and home improvement hypermarket chain operating in Norway, offering tiles, bathrooms, and renovation products as part of a much larger generalist assortment; competes with Modena on price and convenience.
• Byggmax: Nordic low-price DIY building materials retailer with a growing Norwegian footprint; competes with Modena on price-sensitive renovation categories, particularly for DIY consumers rather than professional trades.
• Jula: Nordic retail chain selling home improvement, tools, and household products across Norway and Sweden; overlaps with Modena's tools and outdoor categories at lower price points and broader assortment.
• Optimera: Major Norwegian building materials distributor owned by Saint-Gobain, serving both professional contractors and DIY consumers with tiles, tools, and construction products — competing most directly with Modena's Proffsentre.

Direct peers

• Flisekompaniet: Norwegian specialty tile and bathroom retailer with a multi-store footprint; directly competes with Modena in the same tile, natural stone, and bathroom fixture categories for both private and professional customers.
• Fliese & Naturstein (Fliesen) specialty retailers (e.g., Keramundo, Fliesenmax): Central European tile specialty chains (Germany/Austria/Switzerland) with multi-store footprints, professional customer programs, and showroom-led selling — analogous business models to Modena in different geographic markets.

Regional players

• Bygma: Leading Scandinavian professional building materials distributor headquartered in Denmark; comparable in its pro-channel focus and tile/bathroom assortment, though primarily serving Danish rather than Norwegian customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/modenafliser
• LinkedInlinkedin.com/company/modena-gruppen

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Modena Gruppen