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Strategy & Values
Learn about Flügger’s strategy and values. Discover what Flügger’s aim is, and how we plan to get there.
From strategy to daily operations
This page provides a brief overview of our direction: why we prioritise as we do, what the strategy entails, and how our values are demonstrated in practice. You will gain an overview of the Flügger Organic strategy and its five pillars, the underlying rationale, and how our values are translated into action.
Specific key figures and documentation can be found in our latest annual report.
Strategy
Flügger launched its strategy Flügger Organic – Delivering sustainable value in 2024. The strategy continues the fundamental approach of being a co-creator of a greener industry, while also setting a new direction for the business with a focus on sustainable growth and profitability.
The strategy clarifies Flügger’s commercial focus and priorities and it is organised around five strategic pillars: the Nordic region, Brand, International, Simplification and Robustness.
The Nordic Region
Flügger holds a strong position in the Nordic region, which forms the core of our business. While the markets are stable, they are also sensitive to economic cycles and require ongoing adaptation.
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One of the key strategic goals in the Nordics is to grow our customer base of small and medium-sized painting contractors through:
- Closer customer relationships and expert advice
- Training in product use and application techniques
- Enhanced access to digital tools and sustainability data
In Sweden, we are implementing commercial adjustments to better reflect local market conditions and strengthening our position through partnerships with professional building supply chains that serve tradespeople.
Brand
The Flügger brand plays a central role in our strategy for driving organic growth across both Nordic and international markets. The brand is recognised for master-quality craftsmanship and thoughtful, sustainable surface solutions tailored to professional needs.
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Strategically, Flügger aims to:
- Expand brand presence in professional building supply chains
- Rethink the store format to better reflect core customer expectations
- Create a scalable marketing platform that allows internal teams and distributors to reuse and adapt campaigns and product documentation across markets
Tools like Flügger Document Manager support our partners in communicating ecolabels, technical data and ESG credentials – helping raise the overall value of the brand.
International
In recent years, Flügger has expanded significantly outside the Nordic region through acquisitions, exports and organic growth. We now operate our own stores and production facilities in Poland, and we plan to open additional Flügger stores in both Poland and Lithuania in the current strategy period.
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In terms of new export opportunities, the company has successfully identified a number of new target countries for expansion and has established a comprehensive strategy for each.
Furthermore, initiatives have been set up in existing export markets in collaboration with local distributors, depending on whether they are:
- New markets (product and concept training),
- Developing markets (support for the expansion of the local distributor network and new product categories)
- Mature markets (assistance with channel additions such as online and architects/designers).
The ambition is to achieve profitable international growth through local presence and long-term partnerships.
Simplification
To strengthen our core customer focus and improve profitability, Flügger is simplifying its operations and value chain. The strategy is about concentrating efforts where they bring the most value – for both the company and its customers.
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Key actions include:
- Closing or divesting business units that are not aligned with our core strategy
- Streamlining and harmonising product labels and formulations to improve production efficiency and simplify product offerings
- Standardising contractual frameworks with DIY chains and building supply partners to better fit Flügger’s operating model and customer structure
The goal is a simpler, more scalable and resilient business that is easier to navigate for customers, partners and employees alike.
Robustness
To support Flügger’s strategic ambitions and growth plans, we are strengthening our operational infrastructure to ensure resilience and scalability. This involves building internal systems that support both our customers and commercial priorities.
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Key initiatives include:
- Further development of IT systems and digital platforms – such as the Flügger Document Manager – to improve customer access to product data and documentation
- Optimising our production and logistics network to ensure product availability, even as we expand into new markets
- Conducting a centre of gravity analysis to align our warehousing and distribution structure with cost-efficiency and future readiness
The Strategic Rationale
With its original business model, Flügger has reached a natural upper limit in the Nordic markets. As costs rise, it is therefore essential to scale the business in other ways.
The strategy combines business development and sustainability and aims to deliver inspiring, environmentally friendly solutions while creating profitable organic growth across markets.
With Flügger Organic, the focus is on the core business, organic growth and a robust value chain that contributes to increased earnings and expands market potential.
Core Business
We let the needs of professional painters set the standard and are now allocating more resources to what we do best: supporting the painter's craft through quality solutions, reliable partnerships and inspiring design choices.
Organic Growth
Flügger is strengthening its leading market position in the Nordic region, while growing internationally through acquisitions and exports. Potential new countries have been identified for exports, which will be launched based on a well-defined roadmap.
Robust Value Chain
Simplify and strengthen the value chain to ensure stable and high delivery performance, fewer reclamations and rational working capital. This involves IT systems, production, logistics and warehousing, among other things.
“We aim to use our capacity to craft products with quality for the professional painter, and with respect for both the craftmanship and the world around us.”
Sune Schnack
CEO
Values
Our purpose is to help shape a greener building materials industry and to promote the craft of painting through high-quality solutions, trusted partnerships and inspiring design choices.
With our strong Scandinavian foundation, we aim to grow organically by winning key segments in the Nordics and expanding internationally. In 2023/24, 83% of our sold, self-produced liquid products were ecolabelled – and we are firmly on track towards our 100% target by 2030.
Heart - Core - Culture
Flügger’s values form the basis for our approaches and behaviour across the entire organisation. Our ambition is to develop strong partnerships and commitment. This enables us to build a robust business from within with dedicated employees.
Heart
We are a family-owned and -led company, large enough to make a difference, but small enough to retain our entrepreneurial spirit. Our professional passions drive our work and results.
Core
We are proud of our skilled and dedicated employees, who use their knowledge and commitment every day to develop solutions that make a difference – for customers, the environment and the industry.
Culture
At Flügger, we collaborate across the entire value chain to achieve strong results. We therefore take a holistic approach to our work so that all colleagues can achieve their goals.
