What Hedlunds Pappersindustri does

Hedlunds Pappersindustri AB is a private Swedish paper manufacturer and converter headquartered in Gothenburg (Askim district), specializing in gift wrapping and packaging products for the Nordic B2B retail market. The company self-identifies as the leading Nordic producer of Christmas and gift wrapping paper, with a portfolio spanning Christmas paper (Julpapper), everyday gift wrap (Presentpapper), children's paper (Barnpapper), kraft paper, solid-color paper, gift bags (Presentpåsar/Julpåsar), ribbons and rosettes (Band & Rosetter), labels and tags (Etiketter & Tags), tissue paper, cellophane bags, and specialty papers including food-approved wax paper. A key differentiator is the licensed design assortment featuring Moomin, Disney, Babblarna, and Musse & Helium character collections, alongside a custom design service for retailer-specific patterns and corporate logos. Select products carry FSC certification.

Production capabilities center on FSC-certified paper converting, including coated, uncoated, kraft, and specialty paper grades, with output offered in bulk diskrullar (retailer rolls) and smaller konsumentrullar (consumer rolls) formats, plus pre-assorted Mix SKUs for retail display. The company uses a sales-led B2B go-to-market, with a direct sales team managing relationships with Nordic retailers, department stores, and gift shops; product selection is supported through downloadable PDF catalogs such as the 'Katalog Diskrullar 2026,' and pricing is wholesale and not publicly disclosed. The named management team is small (9 individuals covering commercial, design, production, finance, and sustainability functions). No revenue, headcount, ownership, or funding information is publicly disclosed.

Name

Hedlunds Pappersindustri

Legal name

Hedlunds Pappersindustri AB

Website

https://hedlundspapper.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hedlunds Pappersindustri AB is a private Swedish B2B paper converter and self-described Nordic market leader in Christmas and gift wrapping paper, selling FSC-certified and licensed-character paper products, gift bags, ribbons, and packaging accessories to retailers across the Nordics.

Ownership category

akta.pro rank

Product category

Gift Wrapping Paper and Packaging Products

NAICS

Converted Paper Product Manufacturing (3222), Pulp, Paper, and Paperboard Mills (3221), Industrial and Personal Service Paper Merchant Wholesalers (424130)

SIC

Paper Mills (2621), Wholesale-Paper & Paper Products (5110), Plastics, Foil & Coated Paper Bags (2673)

akta.pro primary industry

Paper-Based Packaging & Single-Use Paper Products (Paper Bags, Wraps, Cartons) (CRADALAL)

akta.pro secondary industries

Paper Bags & Sacks (retail, industrial, multiwall) (IMAMAHAC), Colored, Art & Premium Paper Manufacturing (IMAMAEAG), Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

Keywords

• Gift wrapping paper
• Christmas wrapping paper
• Kraft paper manufacturing
• Gift bags and accessories
• Licensed character paper

Headquarters

HQ city

Askim

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wrapping paper and gift packaging products: Manufactures and sells wrapping paper, gift bags, ribbons, rosettes, and gift packaging accessories. Products are sold as B2B to retailers and distributors across the Nordic market.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Hedlunds Pappersindustri AB manufactures and sells gift wrapping paper, Christmas wrapping paper, gift bags, ribbons, rosettes, labels, and specialty papers to retailers and gift shops in the Nordic market. The company also offers licensed character designs (Disney, Moomin, Babblarna, Musse & Helium) and custom printing services for bespoke patterns and corporate logos, supplied both as bulk diskrullar (roll paper) for retailers and as konsumentrullar (consumer rolls).

Product overview

Hedlunds Pappersindustri AB is Scandinavia's leading producer of Christmas wrapping paper and gift wrapping paper, operating as a comprehensive packaging solutions provider. The product portfolio centers on wrapping papers organized into core categories including Christmas paper (Julpapper), gift wrapping paper (Presentpapper), children's paper (Barnpapper), and kraft paper, complemented by a full range of accessories such as ribbons and rosettes (Band & Rosetter), gift bags (Presentpåsar/Julpåsar), labels and tags (Etiketter & Tags), specialty papers including wax paper and cellophane, and tissue paper. The company also offers licensed products featuring popular brands like Moomin, Babblarna, Musse & Helium, and Disney, alongside custom design services for bespoke patterns and corporate logos. Products are available in both bulk diskrullar (roll paper) for retailers and smaller konsumentrullar (consumer rolls) formats.

Differentiator

Problem solved

Functional benefit

Products and services

• Julpapper (Christmas Wrapping Paper) Christmas-themed wrapping paper offered to retailers as bulk diskrullar (roll paper) for resale to consumers, featuring modern to classic designs and licensed character patterns.
• Presentpapper (Gift Wrapping Paper) Everyday gift wrapping paper for retailers in florals, abstracts, and metallic finishes, supplied in both bulk diskrullar and smaller konsumentrullar formats.
• Licensed Character Wrapping Papers (Disney, Moomin, Babblarna, Musse & Helium) Licensed wrapping papers with Disney, Moomin, Babblarna, and Musse & Helium character designs, sold as stock items or by special order to Nordic retailers and gift shops.
• Barnpapper (Children's Wrapping Paper) Colorful children's wrapping paper for retailers, featuring animals, circus, balloons, and other patterns aimed at the children's gifting segment.
• Kraftpapper (Kraft Paper) Durable kraft paper for retailers, available in patterned and plain variants, including FSC-certified options (80g FSC).
• Enfärgat Papper (Solid Color Paper) Solid-color wrapping paper in trend colors, pastels, and metallic finishes, supplied to retailers in both coated and uncoated options.
• Presentpåsar & Julpåsar (Gift Bags) Ready-made gift bags for retailers, in everyday and Christmas designs, in medium, large, and bottle sizes, with foil and kraft paper options.
• Band & Rosetter (Ribbons & Rosettes) Ribbons and rosettes in satin, poly, metallic, glitter, jute, and patterned bandmix variants, supplied to retailers in matte and shiny finishes.
• Etiketter & Tags (Labels & Tags) Gift tags and adhesive labels in holiday and seasonal designs (including hearts and seal stickers) for retailers.
• Specialpapper (Specialty Papers) Specialty papers for retailers, including food-approved wax paper, cellophane on rolls, and shelf paper.
• Silkespapper (Tissue Paper) Tissue paper for retailers in white and gold colors, used to protect and enhance gift presentations.
• Cellofanpåsar (Cellophane Bags) Clear, food-safe cellophane bags for retailers, suitable for gift presentation, cut flowers, and food items.
• Mix Products (Present Mix, Enfärgad Mix, Metallic Mix, Barn Mix) Pre-assorted mix SKUs for retailers, combining multiple designs in one pack, including present mix, solid color mix, metallic mix, and children's mix.
• Custom Design Services Custom printing and design service for retailers and corporate clients wanting bespoke patterns or company logos on wrapping paper, gift bags, and ribbons.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensed Disney character designs available as stock items in the product assortment.
• MoomincoreOEM/ Whitelabel/ Licensing PartnerLicensed Moomin character designs including Moomin and Moomin Jul (Christmas) collections available as stock items.
• BabblarnacoreOEM/ Whitelabel/ Licensing PartnerLicensed Babblarna character designs available as stock items.
• Musse & HeliumcoreOEM/ Whitelabel/ Licensing PartnerLicensed Musse & Helium character designs available as stock items.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Wrappily: Sustainable gift wrap brand using recycled and recyclable newsprint-based wrapping paper. Comparable as a design-forward, sustainability-positioned gift wrap specialist competing for the same retailer shelf space on the eco angle that Hedlunds addresses via FSC.

Direct peers

• House of Turnowsky: European designer and supplier of licensed and proprietary gift wrap, gift bags and paper-based stationery products. Comparable because it pairs licensed character/art designs with wholesale distribution of gift wrap and bags — Hedlunds' same product/licensing model.
• IG Design Group plc: UK-listed global designer, manufacturer and distributor of gift wrap, greeting cards, party products, stationery and creative play. Directly comparable as a B2B gift wrap and party paper manufacturer selling into retailers across Europe — Hedlunds' exact product category and channel.
• Tom Smith (Tom Smith Group): UK-based heritage manufacturer of Christmas crackers and complementary gift wrap and accessories. Comparable as a specialist manufacturer focused on the Christmas gifting category with B2B retail distribution.
• Caspari: Designer and wholesale distributor of decorative gift wrap, gift bags and coordinating stationery. Comparable as a B2B gift wrap specialist with a curated, design-led assortment targeting gift and specialty retailers.

Regional players

• Bong (Bong AB): Nordic-headquartered manufacturer of specialty paper and packaging including gift wrap and carrier bags. Comparable as a regional Nordic peer operating in converted paper and gift packaging for retailers, partially overlapping with Hedlunds' assortment.

Broad incumbents

• Stora Enso: Nordic-headquartered global paper and biomaterials manufacturer with kraft and specialty paper grades. Comparable as a Nordic-region FSC-certified paper producer that could supply or compete with Hedlunds on substrate, packaging and kraft paper.
• Mondi Group: European paper and packaging major producing kraft paper and converted paper products. Comparable as an upstream paper manufacturer with FSC-certified output; overlaps with Hedlunds on kraft paper substrate, though Mondi is far larger and more diversified.
• Paperchase: UK-headquartered stationery, gift wrap and gifting retailer with its own branded wrap and bag lines. Comparable because it operates in the gift wrap and stationery category with strong licensed-character design content, though primarily downstream retail rather than manufacturer.
• Hallmark Cards: Large US-headquartered incumbent in greeting cards, gift wrap and party goods. Comparable because it operates in the same consumer-gifting paper category with licensed character content, though at far greater scale and global breadth than Hedlunds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Hedlunds Pappersindustri