Midtgaard Farver

What Midtgaard Farver does

Midtgaard Farver A/S is a privately held Danish paint and coatings retailer and distributor founded in 1963, headquartered in Herning with branches in Silkeborg and Esbjerg. The company serves two end markets from the same operational base: a B2C retail segment supplying private DIY customers with interior and exterior paints, wallpaper, tools, and sun screening/curtains (including installation), and a B2B/industrial segment supplying professional building painters, wood industry manufacturers, metal and marine industry clients, and automotive body shops. It employs 19 trained professionals including building painters, color merchants, color masters, and carpenters, and operates Denmark's largest color wall at its Herning store.

The core offering combines a curated multi-brand paint assortment with technical services: professional color measurement and matching, custom color toning from minimum 1 liter, batch certification for industrial quality assurance, custom auto spray production using Lesonal lacquers, and free in-store technique workshops. The technology stack is conventional rather than digital — spectrophotometric color matching, a proprietary color recipe database (kartotek), and physical consultation — with no e-commerce, no public API, and no AI systems disclosed. Inventory depth of 200,000+ liters enables same-day delivery via the company's own fleet across Mid- and West Jutland, with shipping available nationwide.

The business model is straightforward distribution and retail: one-time purchase sales at wholesale or retail pricing, with bespoke quotations for industrial accounts, volume-based pricing for professional painters, and no subscription or recurring revenue stream. Revenue is split across retail consumers and four distinct B2B verticals (painting trades, wood, metal, automotive). The company markets primarily through its physical stores, word-of-mouth referrals built over 60 years, and a content-oriented website; no digital marketing channels, social selling, or e-commerce are mentioned in the source material.

Name

Midtgaard Farver

Legal name

Midtgaard Farver A/S

Website

https://midtgaardfarver.dk

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Midtgaard Farver A/S is a Danish paint and coatings retailer and distributor, founded in 1963 and headquartered in Herning, serving both private DIY consumers and B2B customers across professional painting, wood, metal, and automotive industries via three branches and a same-day delivery fleet.

Ownership category

akta.pro rank

Product category

Paint and Coatings Retail

NAICS

Blind and Shade Manufacturing (337920)

SIC

Wholesale-Lumber & Other Construction Materials (5030), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Shop Finishing & Surface Treatment (Staining, Painting, Lacquer) (HSAPAIAL)

Keywords

• Paint and coatings
• Industrial lacquers
• Decorating supplies
• Color matching services
• Professional painting

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale B2B Sales: Wholesale and industry sales of paints, lacquers, wood protection, tools, and accessories to professional painters, wood industry, metal industry, and auto industry. Same-day delivery service. Minimum order starting from 1 liter for special colorations.
2. Retail B2C Sales: Retail sales of paint, wallpaper, tools, and sun screening products to private consumers. In-store consultation and demonstration services included.
3. Industrial Coatings: Specialized industrial coating services for waterborne lacquers, acid-hardening, polyurethane, and UV-hardening lacquers with batch certification.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Midtgaard Farver A/S is a Danish paint and decorating retailer founded in 1963 that supplies paints, lacquers, wood coatings, metal coatings, auto lacquers, tools, and sun screening/curtains. The company serves both professional painters/industrial customers (wholesale) and private DIY consumers through physical retail stores in Herning, Silkeborg, and Esbjerg, complemented by same-day delivery across Mid- and West Jutland and nationwide shipping. Core services include custom color mixing, professional color measurement, batch certification, and free in-store technique workshops.

Product overview

Midtgaard Farver is a Danish paint and decorating retailer founded in 1963, operating as a single-store model focused on both private consumers and professional painters. The company offers a comprehensive product portfolio including interior paints (Indvendig), exterior paints and wood protection (Udvendig), sun screening and curtains (Solafskærmning/Gardiner), professional painting tools and equipment (Værktøj og udstyr), automotive lacquers (Auto-lakker), industrial wood coatings (Træindustri produkter), and metal industry coatings (Metalindustri produkter). The offering is complemented by specialized services including custom color toning (Specialtoninger), batch certification (Batch-certificering), and professional color measurement (Farvemåling). The company maintains a large inventory of over 200,000 liters of paint and offers same-day delivery, primarily serving customers in Mid- and West Jutland through its Herning flagship store and additional locations in Esbjerg and Silkeborg.

Differentiator

Problem solved

Functional benefit

Products and services

• Indvendig (Interior Paint)
• Udvendig (Exterior Paint)
• Solafskærmning / Gardiner (Sun Screening / Curtains)
• Værktøj og udstyr (Tools and Equipment)
• Auto-lakker (Auto Lacquers)
• Træindustri produkter (Wood Industry Products)
• Metalindustri produkter (Metal Industry Products)
• Bygningsmaler sortiment (Building Painter Assortment)
• Specialtoninger (Custom Color Mixing)
• Batch-certificering (Batch Certification)
• Farvemåling (Color Measurement)
• Montering (Installation Services)

Quantifiable outcome

• Same-day delivery on most products due to large inventory
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• SV/EFF (Svensk Trä och Möbel)minorOthersMember of Swedish Wood and Furniture association. Follows SV/EFF general delivery terms for industry transactions. Trading partner for commercial transactions.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hempel: Hempel is a Danish-founded global coatings supplier specializing in marine, protective, and industrial coatings. It directly competes with Midtgaard Farver's metal/marine industrial coatings segment for Danish and Nordic accounts.
• Tikkurila: Tikkurila is a Finnish/Nordic paint brand (now part of PPG) covering decorative and professional paints. It is a broad incumbent whose products are stocked across Scandinavian retailers and directly compete with Midtgaard's decorative paint lines.
• Jotun: Jotun is a Norwegian global coatings manufacturer with strong industrial and marine segments. Midtgaard Farver's metal/marine coatings offerings compete for the same industrial customers Jotun serves directly, making Jotun both a potential supplier and a competing industrial brand.
• Beckers: Beckers is a major Swedish industrial paint manufacturer supplying coil coatings, wood finishes, and industrial paints. It competes with Midtgaard Farver's wood industry and industrial coatings offerings at the manufacturer level.
• Sadolin: Sadolin is a long-established Danish/Nordic paint brand owned by PPG, producing wood protection, interior, and exterior paints. It is a broad incumbent whose products are likely stocked at Midtgaard Farver — competing both as a supplier brand and as an end-product alternative through other retailers.

Direct peers

• Dyrup: Dyrup is a Danish paint brand producing decorative and wood-protection paints, sold through Danish retailers including hardware stores. It is a direct competitor at the product level, often stocked alongside or competing against Midtgaard's own paint selection.
• Bauhaus Danmark: Bauhaus is a large European home improvement chain with multiple Danish locations selling paints, tools, and decorative products. It competes directly with Midtgaard Farver for DIY consumers and small professional painters, particularly in Jutland where its stores overlap with Midtgaard's branches.
• Silvan: Silvan is a major Danish home improvement and DIY retail chain with nationwide stores selling paint, tools, wallpaper, and sun screening. It is a direct peer for Midtgaard's B2C retail segment, competing on convenience, range, and pricing.
• Stark Danmark: Stark is a leading Danish building materials distributor and retailer serving both professional trades and DIY customers. It competes directly with Midtgaard Farver's professional painter and B2C segments across Denmark, including in Jutland.
• Flügger: Flügger is a publicly listed Scandinavian paint manufacturer and retailer operating stores across Denmark, Sweden, Norway, and Poland. It is the most directly comparable peer — same product categories (interior/exterior paints, wood protection, tools), same B2B professional painter customer base, and same B2C retail model, but at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Midtgaard Farver