Flügger farve

What Flügger farve does

Flügger farve is a Nordic paint and decorating products manufacturer and retailer tracing its origins to 1780 in Denmark. The company produces and distributes paint, wood protection, wallcoverings, fillers, sealants, tools, and related decorating supplies, organized around proprietary product lines such as Wood Tex (water-based wood protection), Flutex Pro 5, Facade Resist, and the DETALE CPH premium decorative finishes sub-brand. Wallcoverings are covered by the Fiona Walldesign brand, integrated into the group since 1897. Several formulations carry Nordic Swan Ecolabel certification.

The business serves two primary segments: professional painters and private DIY consumers. It reaches these customers through branded physical retail stores, an e-commerce platform at flugger.no, and a dedicated Pro portal that supports bulk packaging (10–100 liter units) with tiered volume discounts of 25–40%. Consumer pricing is in NOK with free shipping above 749 kr. The portfolio functions as a bundled decorating system — paint, wood protection, wallcoverings, sealants, fillers, tools, and cleaning products — supplied through a single relationship.

The parent entity, Flügger group A/S, is publicly listed on Nasdaq Copenhagen under the FLUG B ticker, headquartered in Rødovre, Denmark. The Norwegian subsidiary, Flügger Norway AS, is based in Oslo. The combination of heritage brand, multi-channel Nordic distribution, and a public-listing capital base supports continued product and geographic expansion across Scandinavian markets.

Name

Flügger farve

Legal name

Flügger group A/S

Website

https://flugger.no

Company type

Public

Founded year

1780

Operating status

Operating

Headcount range

11–50 employees

Short description

Flügger farve is a Nordic paint and decorating products manufacturer and retailer, founded in Denmark in 1780 and publicly listed as Flügger group A/S on Nasdaq Copenhagen. It serves professional painters and DIY consumers across Scandinavia through branded retail stores, e-commerce, and a Pro portal, offering paint, wood protection, wallcoverings, and related supplies.

Ownership category

akta.pro rank

Product category

Architectural Coatings and Decorating Products

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412), Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Wood Coatings & Finishes (IMAEAGAG)

akta.pro secondary industries

Wood Coatings & Finishes (IMADAKAD), Wood & Laminate Surface Cleaners & Polishes (CRAJACAD)

Keywords

• Architectural paints
• Wood protection coatings
• Interior wall paint
• Facade masonry paint
• Wallpaper and decorating

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Wood Protection Sales: Sale of indoor paints (wall, ceiling, wood/metal), outdoor paints (facade, wood protection, concrete, metal), decorative paints and textured finishes through retail and e-commerce channels.
2. Wallcoverings and Wallpaper: Sale of design wallpapers from DETALE CPH and Fiona Wall Design brands, including Heritage collection, Fairy Tale, Edge series, and traditional wallpapers through retail and e-commerce.
3. Tools and Accessories: Sale of painting tools including brushes, rollers, masking tape, drop cloths, filling knives, scaffolding and cleaning products.
4. Bulk/Package Sales: Storkjop (bulk purchase) packages offering discounts for larger projects including painting kits, terrace packages, cleaning sets, and tool bundles with savings of 25-40%.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Flügger develops, produces, markets, and sells a broad assortment of architectural building paints, water-based wood protection coatings, facade and masonry paints, putty/sparkel products, sealants, design wallpapers, painting tools, and cleaning products. The portfolio is sold under proprietary sub-brands including Wood Tex (wood protection), DETALE CPH (decorative textured products), and Fiona Walldesign (heritage wallpaper, founded 1897), distributed through Norwegian retail stores, the flugger.no e-commerce site, and a dedicated Flügger Pro portal for professional painters.

Product overview

Flügger is an international group with headquarters in Denmark that develops, produces, markets, and sells a broad assortment of building paints, wood protection, putty/sparkel, wallpaper, and accessories. The company operates as a single unified product portfolio with multiple sub-brands and product lines. Core product lines include Wood Tex water-based wood protection coatings (05, 06, 07, 08 Patina/Sealer), Facade facade paints (Resist, Impredur, Universal, Silicate), and interior paints (Flutex Pro 5, Perform 5, Dekso 1 Ultramat). The portfolio includes DETALE CPH as a premium decorative sub-brand offering colored sparkel/filler products (KABRIC, KC14, Matt Paint, KABRIC Floor, Topcoat) and design wallpapers (EDGE collection). Fiona Wallpaper, acquired by Flügger Group, provides heritage-style wallpapers in various patterns. Supporting products include sealants (Wet Seal, Wall Seal, Flex Seal Pro, H2O Seal Pro), putty/filler products (Filler Allround, Filler Perform), painting tools, cleaning products, and curated package deals (Basispakke, Premiumpakke) for different project sizes.

Differentiator

Problem solved

Functional benefit

Brands

• DETALE CPH: Decoration products for walls, floors, ceilings, and furniture with Nordic-inspired colors and textures. Includes KABRIC, KC14, Matt Paint product lines.
• Fiona Walldesign
• Wood Tex

Quantifiable outcome

• Wood Tex products offer up to 15 years durability
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• DETALE CPHcoreOthersDETALE CPH is a brand whose products are sold through Flügger stores and website. DETALE develops unique decorative products for walls, floors, ceilings and furniture including KABRIC, KC14, Matt Paint, and KABRIC Floor. Products feature Nordic-inspired matte colors and are Swan-labelled. Flügger is the exclusive or primary retailer for DETALE products in Norway.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fargerike: Leading Norwegian retail paint and wallpaper chain directly competing with Flügger's Norwegian store-and-online assortment and bundling strategy for both DIY and professional customers.
• Jotun: Norwegian-headquartered global coatings manufacturer with strong presence in decorative, marine, protective and powder coatings; the most direct Norwegian competitor to Flügger's paint manufacturing and brand profile.
• Tikkurila: Finnish paint manufacturer (now part of PPG) serving the Nordic decorative and professional markets; competes closely with Flügger on interior paints, exterior wood coatings and retailer-brand supply.
• Beckers: Swedish-based paint and coatings brand within PPG, focused on architectural and industrial coatings; competes in Scandinavian interior/exterior paint categories adjacent to Flügger's portfolio.
• Teknos: Finnish family-owned paint and coatings manufacturer with significant decorative and industrial offerings across the Nordics; comparable product mix in interior, exterior and wood-protective coatings.

Broad incumbents

• Alcro (Cromology): Swedish paint brand owned by Cromology, one of the larger European decorative coatings players; competes with Flügger in the Swedish and broader Nordic market with a wider pan-European portfolio.
• PPG Industries: Global coatings giant whose Tikkurila and Beckers brands compete directly with Flügger in the Nordic architectural coatings space across retail, professional and decorative channels.
• Nordsjö / Crown Paints: UK-based broad coatings manufacturer with the Nordsjö brand used across Nordic retail channels; competes with Flügger's mass-market paint assortment via retailer partnerships.

Others

• Hempel: Danish-headquartered coatings manufacturer strongly exposed to marine/protective segments but with relevant decorative and DIY product overlap; relevant adjacent player in the Nordic coatings ecosystem.

Regional players

• Boffe (Colorama): Swedish paint retailer and brand primarily serving the Swedish market with comparable DIY and Pro retail offerings, similar go-to-market mechanics to flugger.no in Norway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/fluggertvno
• Facebookfacebook.com/flugger.no
• Instagraminstagram.com/fluggernorway
• LinkedInlinkedin.com/company/fl%C3%BCgger-farve

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Flügger farve