Flügger’s ambition is to be the natural first choice for the professional painter. This puts the professional painter in the front row even more than before:

“Flügger is the quality-conscious painter’s best choice, whether you paint professionally or privately. However, we see a trend in the market that more and more private individuals are choosing professionals for their painting projects. This means that we are intensifying our focus on our professional customers in the development of new paints, spackle, tools and other solutions,” says Sune Schnack, CEO of Flügger.

The development has been underway in recent years, and the slogan of being ‘the painter’s supplier’ is an integral part of Flügger’s DNA. It is expected that this development will become even more pronounced in the future:

“Over the past year, we have moved closer to the painters and developed our partnerships. We do this by meeting our customers in their everyday lives and learning from them. As a result, we can launch products that solve painters’ challenges and increase their productivity. For example, the Flügger Document Manager, which provides documentation so that painters can be part of the growing number of sustainable buildings. This is good for our customers and therefore good for Flügger.”

Other specific examples include the launch of Dekso AÏR – the first paint with the Nordic asthma allergy label, Asthma Allergy Nordic. Almost simultaneously, Flügger launched a complete series of products for wet rooms, which reduces the painter’s actual working time by 33%.

The common element is that the products make a real difference to both the climate and the painters’ working environment:

“Our eco-labelled and asthma-allergy-labelled products need to be desirable to painters so that they are used. This is how they make a real difference to the individual painter, who is in contact with fresh paint every day. It is also the painters who buy the largest quantities, so this is where we can make the biggest difference for the environment and the climate by focusing our efforts.”

Growth becomes organic, with the largest increase outside the Nordic countries

Flügger’s new strategy also recognises that the company has the necessary experience, products, and development and production capacity to grow primarily organically rather than through acquisitions:

“We have been successful in our export markets and through our stores outside the Nordic region. We will use the valuable lessons learnt from the last strategy period to continue and scale that model, which we expect will further strengthen our international growth. We are ready for the growth as we have invested in the capacity of our factories in recent years,” says Sune Schnack, who emphasises that the Nordic region remains the group’s main market:

“We believe in the Nordic region, which will continue to be our main market. We have gained market shares in the past year and we believe this will continue with our strong focus on delivering solutions and services that make a difference in the customer’s everyday life. However, we expect the main growth to come from outside a mature Nordic market with a relatively low economic growth, as the Eastern European markets in particular are expected to increase in the coming years,” says Sune Schnack.