St. Leo

What St. Leo does

St. Leo (St. Leo ApS) is a Copenhagen-based interior brand founded in 2019 that designs, produces, and sells premium paint, plaster, furniture, and lighting products. The portfolio spans five paint lines (Bio Paint, Lime Paint, Marble Paint, Original Pigments, and Wood & Metal Paint), a proprietary Dolomite Plaster made from crushed Scandinavian Dolomite stone combined with recycled ash and natural pigments, supporting undercoats and topcoats, and a growing furniture and lighting collection anchored by pieces such as the Atelier table. All paint products are made-to-order using natural, low-VOC, biodegradable formulations free from acrylics, plastics, and microplastics. The company is a small private Danish ApS with nine employees, operating from a headquarters and atelier in Nordhavn, Copenhagen (opened in 2024 within a building redesigned by Space Copenhagen) and a production/warehouse facility on Kattegatvej.

St. Leo operates a direct-to-consumer e-commerce business through stleointeriors.com, shipping to all 27 EU member states with multi-currency support (DKK, SEK, EUR) and payment options including Visa, Mastercard, Klarna, and MobilePay. The physical atelier in Nordhavn functions as a showroom and gallery, while international orders outside the EU and trade/business orders are handled via email inquiry. Pricing is unit-based across a wide range: paint samples from 10-75 DKK, 5L paint cans from 795+ DKK, Dolomite Plaster from 179 DKK, and furniture pieces from 4,995 DKK (Dome) to 89,995 DKK (Shaker). The company also offers paid interior consultancy services.

The brand serves two primary segments: residential consumers across the EU seeking premium, material-driven interior finishes for homes and apartments, and commercial clients in hospitality and retail (including restaurants, salons, and design showrooms such as Restaurant Jatak, New Mags, Tekla, Blueness Antwerp, Maana Kiyomizu, and Hermia Salon). Marketing is conducted through organic social media (Instagram, Facebook, Pinterest, YouTube), an email newsletter, a blog/cases section showcasing project work, and a dedicated press platform on presscloud.com. The company is privately held with no disclosed external funding, investors, or ownership structure.

Name

St. Leo

Legal name

St. Leo ApS

Website

https://stleointeriors.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

St. Leo is a Copenhagen-based interior brand designing and selling premium paints, plasters, furniture, and lighting directly to residential consumers and commercial clients across the EU via e-commerce and a Nordhavn atelier.

Ownership category

akta.pro rank

Product category

Premium Interior Finishes

NAICS

Paint and Wallpaper Retailers (444120), Interior Design Services (54141), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Concrete, Gypsum & Plaster Products (3270)

akta.pro primary industry

Architectural & Decorative Paints (IMADAKAA)

akta.pro secondary industries

Architectural & Decorative Coatings (IMAEAGAA), Architectural & Decorative Paints (IMAEAHAA), Specialty Finishes & Decorative Installations (Plaster, Stone Veneer, Feature Walls) (IMAFANAM)

Keywords

• Premium interior paint
• Dolomite wall plaster
• Scandinavian furniture lighting
• Eco-friendly architectural finishes
• Interior design consultancy

Headquarters

HQ city

Nordhavn, Copenhagen

HQ country

Denmark

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, Infrastructure

Revenue model

1. Product Sales: Revenue is generated through direct sales of interior products including paint (Bio Paint, Lime Paint, Marble Paint, Original Pigments), plasters (Dolomite Plaster), wood and metal paints, furniture (tables, seating), lighting, accessories (tote bags), and undercoats/topcoats. All paint products are made-to-order. Sales occur through the e-commerce website with pricing in DKK, SEK, and EUR depending on customer region.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

St. Leo designs, produces, and sells a curated portfolio of premium interior products — including five paint lines (Bio Paint, Lime Paint, Marble Paint, Original Pigments, Wood & Metal Paint), Dolomite Plaster, furniture and lighting collections, undercoats and topcoats, and a tote bag — alongside an interior consultancy service. Offerings target residential, hospitality, and commercial interiors, with paint made-to-order and the brand emphasizing Scandinavian craftsmanship, natural materials, and low-VOC, eco-friendly formulations.

Product overview

St. Leo is a Copenhagen-based interior brand creating contemporary collections for residential, hospitality, and commercial spaces. The product portfolio spans five distinct paint product lines (Bio Paint, Lime Paint, Marble Paint, Original Pigments, and Wood & Metal Paint), a premium Dolomite Plaster line, furniture and lighting collections, preparatory undercoats and topcoats, and interior consultancy services. The paint products are rooted in Scandinavian craftsmanship with an emphasis on natural materials, ecological ingredients, and very low VOC emissions. All paint collections offer extensive colour options with various finishes suitable for different interior applications, while the Dolomite Plaster provides a textural wall finish alternative. The Atelier and furniture collections demonstrate how materials, craftsmanship, and atmosphere come together to shape contemporary spaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Bio Paint An ecological interior paint tinted exclusively with premium mineral pigments. Crafted from minerals and biodegradable ingredients, free from acrylics, plastics, microplastics, and plasticisers. Cures to a chalky matte finish with moisture regulation and high breathability. Made-to-order for residential and commercial interiors.
• Lime Paint A pure mineral paint with deep matte finish that is washable and long-lasting. Water-based, free from harmful solvents, with no added plastics, microplastics, or plasticisers. Highly breathable, humidity-regulating, mould- and fire-resistant, and absorbs CO2 as it cures.
• Marble Paint A textural interior paint that lends a matte, tonal surface to walls and ceilings, blending the sensory quality of plaster with deep color profiles. Waterborne, solvent-free, low in VOCs, with a thick consistency for high coverage and easy application.
• Original Pigments A collection of paints crafted from premium, locally sourced ingredients combining the finest pigments, titanium dioxide, and water-borne, solvent-free binders. Available in four finishes: Essential Intense Matte (Gloss 2), Balanced Matte (Gloss 5), Sculptor's Finish Silk Matte (Gloss 15), and Form Finish Semi Gloss (Gloss 40). Available in 100ml sample pots, 1L, 2.5L, and 5L sizes.
• Wood & Metal Paint Paints formulated specifically for wood and metal surfaces including skirting, doors, panelling, radiators, and window trims. Available in Silk Matte (Gloss 15) and Semi Gloss (Gloss 40) finishes, with thick and creamy consistency for easy application and fast drying.
• Dolomite Plaster A premium plaster produced in Scandinavia, consisting of super-fine crushed Dolomite stone combined with recycled ash and natural pigments. Pre-mixed and tinted for roller and trowel application, creating deep color profiles and a durable, soft-to-touch finish.
• Undercoats & Topcoats Supporting preparatory products including Bio Micro Primer, Bio Undercoat (Dark/Mid/White & Light tones), Lime Paint Undercoat, St. Leo Undercoat, and Topcoat Five. These prepare surfaces for optimal paint adhesion, color depth, and durability. Topcoat Five is a water-based acrylic coating for plaster reinforcement with approximately 8m²/L coverage per coat.
• Furniture & Lighting Furniture and lighting collections designed to bring together materials, craftsmanship, and atmosphere. Includes pieces such as the Atelier table (available in walnut, natural oak, ebonized oak, and black gloss variants) and other contemporary interior pieces for residential and commercial projects.
• Consultancy Interior consultancy services offered as part of St. Leo's curated interior experiences for residential, hospitality, and commercial spaces. The service supports material selection and project specification.
• Tote Bag A St. Leo designed Canvas Tote Bag made from 100% cotton. Width: 54 cm, Height: 40 cm. Available in La Roche/Guiette/Moretus and Thorvaldsen/Opera/Dauphine color combinations.

Named customers11 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

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Backdrop: US-based premium DTC paint brand with a curated colour catalogue and celebrity/influencer-driven marketing. Comparable to St. Leo as a smaller, design-led DTC entrant in the premium paint category.
• Atelier Ellis: UK-based boutique premium paint brand with a curated, heritage-inspired colour palette. Comparable to St. Leo in small, design-led, eco-conscious premium positioning and DTC-led distribution.

Direct peers

• Pure & Original: Belgian/Dutch premium paint and plaster brand with mineral-based, eco-friendly formulations and a designer colour palette. Closely overlaps St. Leo's combination of paint, plaster, and curated interior finishes.
• Little Greene: UK premium paint brand offering curated colour collections, eco-friendly formulations, and complementary wallpaper. Competes with St. Leo in the design-led premium paint segment with a heritage-positioned catalogue.
• Farrow & Ball: Iconic UK-based premium paint brand known for curated colour palettes, eco-friendly formulations, and design-led retail. Closely comparable to St. Leo in product positioning, DTC + showroom sales model, and target audience of design-conscious residential and hospitality clients.
• Bauwerk Lime Paint: Australian specialist in mineral lime and clay-based paints with a strong sustainability narrative. Overlaps directly with St. Leo's Lime Paint, Bio Paint, and Dolomite Plaster in formulation philosophy and premium positioning.
• Annie Sloan: Established premium paint brand best known for chalk paint, with a strong DIY and design-led consumer following. Comparable to St. Leo in brand-led, DTC-with-workshop distribution and emphasis on texture and finish.
• KEIM Mineral Paints: German specialist in silicate mineral paints with deep sustainability and breathability credentials. Comparable to St. Leo in mineral-based, low-VOC formulation positioning and European premium segment focus.

Broad incumbents

• Jotun: Norwegian-headquartered global coatings manufacturer with a Scandinavian design heritage and decorative paint division. Comparable to St. Leo as a Scandinavian paint peer, though operating at massively greater scale across industrial and decorative segments.
• Benjamin Moore: Large North American premium paint brand with broad distribution. Comparable to St. Leo as a premium architectural paint reference point, though it operates at significantly greater scale and broader product breadth.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@stleointeriors
• Facebookfacebook.com/stleointeriors
• Instagraminstagram.com/stleointeriors
• Pinterestpinterest.com/stleointeriors
• LinkedInlinkedin.com/company/stleointeriors

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 St. Leo