Fargerike
Fargerike is Norway's largest paint retail chain, operated by Malorama AS, selling paint, flooring, wallpaper, tools, and home-improvement products to Norwegian DIY homeowners through physical stores, an e-commerce platform with Roomvo visualization, and an interior consultant service.
- Company typePrivate
- Founded2019
- HeadquartersÅlesund, Norway
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fargerike does
Fargerike is a Norwegian omnichannel retail chain specializing in paint, flooring, wallpaper, painting tools, and adjacent home-improvement categories, operated by the private limited company Malorama AS. It holds the stated position of "Norges største fargehandelskjede" (Norway's largest paint retail chain), serving Norwegian DIY homeowners undertaking interior and exterior painting, flooring installation, wallpaper application, and terrace maintenance. The company sells a broad portfolio including interior and exterior paints (Baronesse, Jotun Lady, Butinox, Drygolin), Quick-Step laminate and other flooring types, wallpaper, Jordan and Tesa painting tools, terrace treatments, cleaning/maintenance products, and Luxaflex sun shading. Its underlying technology stack centers on the fargerike.no e-commerce platform, integrated with the third-party Roomvo visualizer for color and flooring preview, click-and-collect from physical stores, and PostNord fulfillment for home delivery.
The business model is direct-to-consumer retail: unit-priced product sales across many SKUs at VAT-inclusive fixed prices, with promotional campaigns, a paid loyalty club (Kundeklubb), and optional interior consultant bookings as ancillary revenue and engagement layers. Accepted payment methods include card, Vipps, and Klarna invoice/installment. Marketing combines DIY content (Tips & Råd, Inspirasjon hubs), YouTube tutorials, customer-club newsletters, and an interior consultant booking funnel. Corporate structure is in flux: the Fargerike customer club was planned to transfer from Malorama AS to Mestergruppen AS (org.nr. 928 050 475) during 2023, and two organization numbers (988 950 475 and 981 051 724) appear across the site, indicating an ongoing ownership or entity consolidation. There is no disclosed external venture or private equity investment, no public listing, and no publicly disclosed revenue figure.
Fargerike firmographics
Firmographics- Name
- Fargerike
- Legal name
- Malorama AS
- Website
- https://fargerike.no
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fargerike is Norway's largest paint retail chain, operated by Malorama AS, selling paint, flooring, wallpaper, tools, and home-improvement products to Norwegian DIY homeowners through physical stores, an e-commerce platform with Roomvo visualization, and an interior consultant service.
- Ownership category
- akta.pro rank
Fargerike industry classification
Industry- Product category
- Paint and Home Improvement Retail
- NAICS
- Paint and Wallpaper Retailers (444120), Home Centers (444110)
- SIC
- Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)
- akta.pro secondary industries
- Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)
Keywords
Where Fargerike is headquartered
LocationHeadquarters
- HQ city
- Ålesund
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Fargerike business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Fargerike generates revenue through retail sales of paint, flooring, wallpaper, painting tools, and home improvement products across their physical store network and e-commerce platform. Products are sold at fixed retail prices with occasional promotional campaigns and discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Paint products ranging from budget to premium |
| Unit Pricing | Pay-as-you-go | Paint brushes and rollers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Fargerike product offering
Product offeringCore offering
Fargerike is Norway's largest paint retail chain, selling interior and exterior paints, flooring (laminate, vinyl, parquet, carpet, cork), wallpaper, painting tools, cleaning and maintenance products, sun shading, and hardware accessories through physical stores nationwide and the fargerike.no e-commerce platform. The retailer complements product sales with an Interior Consultant Service that helps customers select colors, materials, and finishes for home improvement projects.
Product overview
Fargerike is Norway's largest paint and home improvement retail chain (Malorama AS), operating as a brick-and-mortar and e-commerce retail platform. The core offering is a comprehensive portfolio of paint products (interior paints like Baronesse, Jotun Lady; exterior paints like Baron, Butinox, Drygolin), complete flooring solutions (Quick-Step laminate, vinyl, parquet, carpet, cork), wallpaper, professional painting tools (Jordan, Tesa), terrace treatment products, cleaning supplies, and sun shading solutions. The product portfolio also includes the company's own e-commerce platform with click-and-collect and home delivery services, and interior design consultation services. The various product categories operate as distinct but complementary retail offerings, unified under the Fargerike brand and store network.
Differentiator
Problem solved
Functional benefit
Products and services
- Fargerike.no E-commerce Platform
- Interior Paint (Interiørmaling) Range of interior paints for walls, ceilings, wood paneling, furniture, and trim, sold to DIY homeowners and renovators in multiple finishes and price tiers.
- Exterior Paint (Utemaling) Exterior paint and treatment products for wood siding, facades, masonry, metal, boats, and other outdoor surfaces, formulated for harsh Nordic weather.
- Flooring (Gulv) Multi-category flooring product line covering vinyl, click-vinyl, laminate, parquet, carpet, cork, hardened wood, and outdoor decking with matching underlays and profiles, sold to homeowners undertaking renovation projects.
- Wallpaper (Tapet) Wallpaper products including vinyl, fiberglass, overpaintable, and wall paneling options for residential interiors, available in multiple colors and patterns.
- Painting Tools (Malingsverktøy) Assortment of professional paint brushes, rollers, trays, spray equipment, extension poles, and masking tapes sold to DIY homeowners and small-scale professional painters.
- Cleaning & Maintenance (Vask & Rengjøring) Cleaning, maintenance, and surface treatment products including terrace cleaners, paint removers, pressure washing supplies, car care, textile dyes, and pest control products for household upkeep.
- Sun Shading (Solskjerming) Indoor and outdoor window treatment products including Duette pleated shades, roller shades, lamella blinds, shutters, Silhouette curtains, and Luxaflex branded solutions for residential sun and light control.
- Tools & Accessories (Verktøy & Tilbehør) Hardware and accessories range including hooks, knobs, door handles, mailboxes, tiling and grouting tools, adhesives, power and hand tools, workwear, floor accessories, fasteners, and batteries for DIY projects.
- Terrace Stain (Terrassebeis) Stains and protective treatments for outdoor wooden terraces from brands such as Baron and Trebitt, available in water-based and oil-based formulations in Nordic color palettes.
- Interior Consultant Service Bookable interior design consultation service that helps Norwegian homeowners select coordinated colors, materials, and finishes for residential renovation projects, accessible via the interiorkonsulent.fargerike.no booking site.
Companies that use Fargerike
Customer profileSegments1 record
Ideal customer profiles2 records
Fargerike technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fargerike partnerships and signals
Strategic signalScale indicators1 record
Recent moves7 records
Expansion highlights4 records
Fargerike competitors and assessment
Company assessmentRegional players
- Jula: Norwegian-founded multi-category retail chain selling tools, hardware, paint, and home products across the Nordics. A regional DIY competitor overlapping with Fargerike on paint, tools, and household maintenance products.
- Plantasjen: Nordic garden and home living retailer with Norwegian stores selling plants, outdoor, and selected interior/decor categories. Partially comparable to Fargerike on home DIY and outdoor terrace product overlap (stains, exterior paint).
- Byggmax: Nordic discount home improvement retailer with Norwegian stores carrying paint, flooring, tools, and building materials at value pricing. Comparable to Fargerike on DIY assortment but competes on price rather than specialist paint expertise.
- Maxbo: Largest Norwegian building supply chain serving both consumers and professional contractors with lumber, paint, tools, and interior products. A regional competitor in the same Norwegian market with overlapping paint and flooring assortment.
- Montér: Norwegian building materials retail chain owned by Optimera, serving consumers and small contractors with timber, paint, and renovation supplies. Comparable to Fargerike on Norwegian pro-and-DIY reach and complementary assortment.
- Kid Interiør: Norwegian home interior retail chain offering furniture, textiles, wallpaper, and decorative items. Adjacent competitor to Fargerike on wallpaper, home décor, and inspiration-driven renovation shopping in Norway.
Direct peers
- Colorama: Swedish paint retail chain owned by Flügger, operating franchise stores selling decorative paints, wallpaper, and flooring accessories. Highly comparable to Fargerike as a Nordic paint-specialist chain with pro and DIY consumer overlap.
- Flügger: Danish-listed paint retail chain with stores across Scandinavia selling paints, wood treatments, wallpaper, and tools under owned and partner brands. Directly comparable to Fargerike in category mix, store-plus-online model, and Scandinavian DIY homeowner customer base.
Others
- Optimera: Norwegian building materials distributor and retailer serving both pro contractors and consumers through chains including Montér. Functions as an upstream supplier/distributor partner rather than direct paint retail competitor.
Broad incumbents
- Bauhaus: Major European home improvement and DIY retailer with Norwegian operations selling building materials, paint, tools, and garden products under one roof. A broad incumbent that competes with Fargerike on paint selection and project-scale DIY baskets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Fargerike social profiles
Digital presenceFargerike financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fargerike leadership team
Management profileNumber of profiles
Fargerike funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fargerike M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fargerike
What does Fargerike do?
Fargerike is Norway's largest paint retail chain, selling interior and exterior paints, flooring (laminate, vinyl, parquet, carpet, cork), wallpaper, painting tools, cleaning and maintenance products, sun shading, and hardware accessories through physical stores nationwide and the fargerike.no e-commerce platform. The retailer complements product sales with an Interior Consultant Service that helps customers select colors, materials, and finishes for home improvement projects.
Is Fargerike a public or private company?
Fargerike is a private company. It is classified as corporate owned and is currently operating.
When was Fargerike founded?
Fargerike was founded in 2019. It employs 51 to 100 people.
Where is Fargerike based?
Fargerike is headquartered in Ålesund, Norway, in the Europe region.
How does Fargerike make money?
One revenue line is on record: retail Product Sales.
Who are Fargerike's main competitors?
Regional players on record are Jula, Plantasjen, Byggmax, Maxbo, Montér and Kid Interiør. Direct peers are Colorama and Flügger. Optimera is listed as an others. Bauhaus is listed as a broad incumbent.
Does Fargerike have an API?
No public API is recorded for Fargerike.
What industry is Fargerike in?
Fargerike's product category is Paint and Home Improvement Retail. Its primary akta.pro industry code is CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries), with a secondary code of CRAIAGAI, Flooring Underlayment, Moldings & Trim Retail. Its NAICS code is 444120 and its SIC code is 5531.