What DETALE CPH does

DETALE CPH is a Danish surface aesthetics company founded in 2014 in Copenhagen, specializing in textured paints and toned plasters designed for Scandinavian interior applications. The company's core products are KABRIC (a texture paint for walls and furniture combining paint functionality with the visual properties of plaster, applied via brush, roller, or putty knife) and KC14 (a toned plaster with a proprietary Topcoat), complemented by ultra-matt Matt Paint, Wood Paint, and the Beige Collection. The technical foundation is a curated palette of 40+ Scandinavian colors, each available in four refined textures, supported by handcrafted A6 sample swatches and sample folders that allow customers to evaluate finishes before purchase. Both KABRIC and KC14 carry the Nordic Swan Ecolabel, with manufacturing in Denmark and Sweden under ISO 9001 and ISO 14001 certifications.

The business operates a direct-to-consumer e-commerce model with international shipping across Denmark, Sweden, Norway, the UK, and additional international markets, supplemented by online professional advisory sessions for architects, interior designers, contractors, and craftsmen. Revenue is generated through one-time product sales with premium unit pricing (KABRIC at €135, KC14 at €105, BOLIA x DETALE at €165), and the customer base spans individual DIY homeowners and professional design/specification buyers. Notable reference projects include Hotel SP34 (Copenhagen), Kinfolk Gallery, Yasuragi Spa Hotel (Stockholm), and a private residence designed by Jørn Utzon. Marketing channels include email newsletters, DIY blog content, social media (Instagram, Facebook, TikTok), project case studies, and professional advisory sessions.

Since 2019, DETALE CPH has operated as a brand under Flügger Group AS, one of the leading Nordic paint manufacturers, with the online shop transacted through a Polish limited liability company (Unicell International Sp. z o.o.). The exclusive BOLIA x DETALE collaboration — 15 curated Matt Paint colors co-developed with Danish furniture brand BOLIA — extends the brand into the premium home furnishings audience. The company is pursuing a fully CO2-neutral production goal by 2030 under Flügger's 'Going Green' sustainability strategy.

Name

DETALE CPH

Legal name

UNICELL INTERNATIONAL SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ

Website

https://detalecph.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

DETALE CPH is a Copenhagen-based Danish surface aesthetics company, founded in 2014 and owned by Flügger Group AS, that sells proprietary textured paints and toned plasters (KABRIC, KC14) through DTC e-commerce to DIY homeowners and professional architects, designers, and contractors across the Nordics, UK, and international markets.

Ownership category

akta.pro rank

Product category

Decorative Paints and Plasters

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

Keywords

• Textured wall paint
• Decorative plaster finishes
• Scandinavian paint colors
• Diy surface aesthetics
• Interior texture coatings

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time product sales of texture paints, plasters, and complementary paint products through e-commerce website. Products include KABRIC, KC14, Matt Paint, Wood Paint, and sample collections.
2. Premium Collaboration Products: Higher-priced BOLIA x DETALE exclusive collection sold at premium pricing compared to standard product lines.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

DETALE CPH designs, manufactures, and sells Scandinavian surface aesthetics products — primarily textured paints (KABRIC), toned plasters (KC14), ultra matt wall paints, and wood paints — in a curated palette of 40+ colors available across four refined textures. Products are sold direct-to-consumer via the detalecph.com e-commerce website with international shipping, and also through professional advisory sessions targeting architects, interior designers, contractors, and craftsmen for commercial projects.

Product overview

DETALE CPH is a Danish surface aesthetics company offering a curated palette of 40 Scandinavian colours across four refined textures. The core product portfolio consists of KABRIC (texture paint combining paint functionality with plaster aesthetics), KC14 (toned plaster with Topcoat), Matt Paint (ultra matt paint for walls and ceilings), and Wood Paint (for woodwork). These are complemented by The Beige Collection (8 beige colours across all textures) and the BOLIA x DETALE exclusive collaboration (15 curated Matt Paint colours). The company also offers sample collections for colour and texture evaluation. Products are manufactured in Denmark and Sweden under ISO9001 and ISO14001 certifications, with both KABRIC and KC14 carrying the Nordic Swan Ecolabel.

Differentiator

Problem solved

Functional benefit

Brands

• BOLIA x DETALE: Exclusive collaboration of 15 curated Matt Paint colors, uniting Nordic aesthetics with carefully selected shades for modern living. Available only at detalecph.com.

Products and services

• KABRIC Texture paint for walls and furniture that combines the functionality of paint with the visual properties of plaster. Designed for easy DIY or professional application via brush, roller, or putty knife with short drying times. Available in 40+ Scandinavian colors.
• KC14 Toned plaster with a specially developed Topcoat designed for creating refined textured finishes on walls. Applied directly onto existing surfaces to create unique aesthetic effects. Available in 40+ Scandinavian colors.
• Matt Paint Ultra matt paint for walls and ceilings providing a velvety matte finish with VOC-free pigments. Part of the four-texture color system alongside KABRIC and KC14.
• Wood Paint Complementary paint designed specifically for woodwork, providing protection and aesthetic finish for wooden surfaces such as furniture, doors, and trim.
• The Beige Collection Curated collection of eight beige colours available across all textures (KABRIC, KC14, Matt Paint, Wood Paint), offering a cohesive neutral palette for coordinated interior design across different surfaces.
• BOLIA x DETALE Exclusive collaboration with Danish furniture brand BOLIA featuring 15 curated Matt Paint colours uniting Nordic aesthetics with carefully selected shades for modern living. Available only at detalecph.com.
• Sample Collections Handmade sample collections and folders, plus individual A6 swatches, providing handcrafted representations of textures and colours for customers to evaluate before purchase.
• KABRIC Floor Floor variant of the KABRIC textured paint line, suitable for surfaces requiring additional durability such as floors.
• Strongcoat Matt Matt lacquer finish for protecting KABRIC furniture and surfaces against scratches and marks, providing a protective membrane on horizontal surfaces exposed to wear.
• Strongcoat Silk Silk finish lacquer for protecting KABRIC furniture and surfaces, offering an alternative sheen level to Strongcoat Matt.

Named customers6 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

Integration2 records

Feature4 records

Partnerships

One partnership is on record.

• BOLIAcoreStrategic or Co-development PartnerExclusive collaboration creating 15 curated Matt Paint colors. The BOLIA x DETALE collection unites Nordic aesthetics with carefully selected shades, designed for modern living. A partnership shaped by shared values in craftsmanship, sustainability, and timeless design. Available exclusively on detalecph.com.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bauwerk: Bauwerk manufactures premium lime-based and mineral decorative paints and plasters for walls, with a curated colour palette aimed at architects, designers and design-conscious DIY consumers - closely matching DETALE's positioning in textured/toned plasters and design-led colour systems.
• Farrow & Ball: Farrow & Ball is a premium decorative paint specialist with a curated colour palette, strong designer/specifier following and DIY-friendly positioning; its dual consumer/professional GTM and emphasis on finish aesthetics directly mirror DETALE's model.
• Little Greene: Little Greene is a UK-based premium paint maker selling curated colour collections and specialist finishes (including textured paints) to designers, architects and consumers; comparable to DETALE on product depth, designer-led marketing and premium pricing.
• Keim: Keim is a European manufacturer of mineral silicate paints and specialist coatings for architecture, with strong sustainability/environmental certifications - directly comparable to DETALE on specialty decorative finishes and Ecolabel-driven positioning.
• Francesca's Limewash: Francesca's Limewash produces decorative lime plasters and mineral finishes for interiors, sold direct to consumers and specifiers - an emerging direct competitor in the toned-plaster/textured-finish segment where DETALE's KC14 operates.

Regional players

• Tikkurila: Tikkurila is a Nordic decorative paint brand with strong presence across the Nordics and Baltics; its curated interior ranges and DIY/professional channels parallel DETALE's go-to-market structure in the same region.
• Jotun: Jotun is a major Nordic paint producer with decorative, marine and protective coatings; its Scandinavian decorative range competes with DETALE in the same geography, though its portfolio is far broader and mass-market.
• Beckers: Beckers is a Nordic paint manufacturer with decorative and industrial ranges sold across Scandinavia; comparable to DETALE as a regional peer with overlapping paint categories, though broader and less premium-positioned.

Broad incumbents

• Benjamin Moore: Benjamin Moore is a large North American premium paint manufacturer with designer/specifier channels; its scale, colour curation and premium positioning make it a broad incumbent comparable to DETALE on premium architectural paint.
• Flügger Group: Flügger Group is DETALE's parent and one of the leading Nordic paint manufacturers with broad decorative and wood-care ranges; it is comparable as a wider incumbent operating in the same geographies and overlapping product categories, even though DETALE is positioned as its premium/design-led sub-brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/detalecph
• LinkedInlinkedin.com/company/detalecph

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 DETALE CPH