In collaboration with the venture company Rainmaking, Flügger has developed the lifestyle brand Notes, changing the way we buy paint and design our homes. The approach is digital, sustainable and innovative, and it is more fashion than paint. The ambition is to create the world’s leading online paint brand for consumers.

Since 31-year-old Sune Schnack took the reins at Flügger in April 2021, one of the focus areas has been to utilise the innovative ability that is a core part of Flügger’s DNA: developing and scaling the company through continuous product and business model innovation.

– Our culture is innovative and we aim to innovate with a sustainable and digital focus. With the new business model, we have re-imagined the customer journey and invited the consumer into a trendy lifestyle universe that speaks to their usual way of making decisions in a digital world, says Sune Schnack, CEO of Flügger.

The lifestyle brand is an important component of an enhanced Direct to Consumer focus, which according to Sune Schnack is a natural continuation of Flügger’s green and digital direction.

– Flügger’s future is green, innovative and digital. Through the acquisitions of Detale CPH and Malgodt.dk, Flügger has in recent years built up key competences within digital development, performance marketing and design. Added to our high quality of sustainable products and a well-functioning infrastructure, we have the foundation to set the agenda for the future of paint and become the leading online player in decorative paint, explains Sune Schnack.

Easy and sustainable

Notes delivers Danish-produced quality paint, certified with the Nordic Swan Ecolabel and the EU Flower, directly to the design and environmentally conscious consumer. One of the main goals of the new online brand is to ensure less waste and more sustainability. At www.notesofcolour.com, an online calculator shows exactly how much paint is needed. And on the packaging side, Flügger has specially developed a bag with a pouring spout for the paint, which significantly reduces plastic consumption and paint waste.

– In addition to the important mission of sustainability, Notes was created to make it easy for the design-conscious consumer in a busy everyday life, and the entire customer journey is designed accordingly, says Sune Schnack.

For example, large self-adhesive wall samples made from the original colours are sent free of charge to the customer. And 40 colours from the top trend shelf have been developed for modern homes, architects and designers. In addition, optimal tools for the job are already compiled in ready-made paint kits, most of which are produced in the Group’s own factories in Sweden with respect for the sustainable agenda.

– Paint is a great way to set the tone and mood of your home. We have gathered the best materials in the industry and added an inspiring universe of experiences where customers can be guided to find the colours they like best for their particular style. It’s quick, easy and without the complexity that many consumers get tired of when they stand in a store and have to navigate through hundreds of colours, qualities and materials, says Sune Schnack.

Global aspirations

With Notes, Flügger and Rainmaking have global ambitions. The venture company Rainmaking specialises in helping established companies to combine experience and fundamentals with entrepreneurship.

– Our collaboration with Flügger is on an international scale and we complement each other to perfection. Flügger knows everything about paint and quality, and we know everything about developing a scalable online business, so it’s a strong match. The fact that we have gone from an idea to going live with Notes in less than a year is a testament to the strength and agility of the project, says Kasper Vardrup from Rainmaking, who is also on the Notes Board.