Home / About Flügger / Strategy and Values

Strategy

In 2024, Flügger launched the strategy Flügger Organic – Delivering sustainable value. The strategy builds on our long-standing ambition to contribute to a greener industry and sets a clear direction for the business – with a focus on sustainable, profitable growth.

Flügger Organic is structured around five strategic pillars:

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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Strategic Rationale

Flügger has reached a natural upper limit in the Nordic markets with its original business model. In order to address the ongoing rise in costs, the company must explore alternative strategies for its continued growth.

With Flügger Organic, the goal is to expand market potential through:

  • Growth in international markets
  • Strategic partnerships with professional building supply chains
  • A simpler and more resilient value chain


The strategy is a combination of business development and sustainability – designed to deliver inspiring, environmentally responsible solutions while driving profitable organic growth across all markets.

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.

Flügger is a family-founded and family-led company – large enough to make a difference, yet small enough to maintain our entrepreneurial spirit. We are proud of our dedicated and knowledgeable employees, who passionately contribute to our mission every day by delivering real value to customers and to the environment.

Mangfoldighed i ledelsen for Flügger group A/S

Mål og resultater 2024/25

Flügger har i henhold til Årsregnskabslovens § 107d defineret mål for mangfoldighed i forbindelse med sammensætningen af koncernens bestyrelse, øvrige ledelse samt samlede medarbejderstab.

Bestyrelse

Ved sammensætning af de generalforsamlingsvalgte medlemmer i Flügger group A/S har vi fokus på både mangfoldighed og på bestyrelsesmedlemmernes kompetencer og erfaringer. Vi tilstræber en ligelig kønsfordeling samt en bred vifte af relevante kompetencer inden for Flüggers kerneområder.

For at sikre det rette match af profiler og perspektiver har vi defineret konkrete mål for både køn og uafhængighed i bestyrelsen:

  • Vi tilstræber, at det underrepræsenterede køn udgør mindst 40 % af de generalforsamlingsvalgte bestyrelsesmedlemmer (40/60%). I regnskabsåret 2024/25 havde vi én kvinde og tre mænd i bestyrelsen, svarende til 25 /75 %. Dette betragtes i henhold til Erhvervsstyrelsens definition som en ligelig kønsfordeling.
  • Minimum halvdelen af de generalforsamlingsvalgte medlemmer skal være uafhængige i henhold til de danske anbefalinger for god selskabsledelse. Denne målsætning er opfyldt, da to ud af fire medlemmer i 2024/25 blev vurderet som uafhængige.

Direktion

Direktionen i Flügger group A/S består af tre medlemmer: CEO, CFO og virksomhedens hovedaktionær Ulf Schnack, som har haft en aktiv rolle i Flügger siden 1958.

Flügger har valgt ikke at definere mål for mangfoldighed i direktionen. Det skyldes, at vi i udvælgelsen af direktionsmedlemmer prioriterer indsigt, erfaring og relevante kompetencer frem for demografiske kriterier.

Øvrig ledelse

Flügger ønsker en kønsmæssig sammensætning i den øvrige ledelse, hvor det underrepræsenterede køn udgør mindst 40% (40/60%), i tråd med målsætningen for sammensætningen af bestyrelsen.

Flüggers rekrutteringsprincipper og guideline understøtter i øvrigt Flüggers målsætning og mangfoldighedspolitik.

Sådan gør vi

Vi arbejder løbende for at sikre mangfoldighed – både i ledelseslagene og blandt alle øvrige medarbejdergrupper. Det gør vi med udgangspunkt i følgende principper:

  • Flügger er en arbejdsplads med lige muligheder for alle i et sikkert og ikke-diskriminerende arbejdsmiljø.

  • Vi tilstræber, at begge køn er repræsenteret med minimum 40% i vores ledelseslag, og vi fokuserer derfor på lige vilkår, når vi rekrutterer nye ledere.

  • Vi lever op til nationale og internationale standarder for menneskerettigheder og ligestilling og tilbyder fair og lige vilkår – uanset fx køn, etnicitet eller religion.

  • Vi efterstræber at sikre lige aflønning for lige arbejde uden skelen til køn eller andre personforhold.

  • Vi tolererer ikke mobning, sexchikane, diskrimination eller krænkende adfærd, og vi forebygger gennem løbende træning og oplysning.

  • Vi ønsker en personalegruppe med både unge og erfarne medarbejdere, som sammen kan inspirere og udvikle Flügger.

  • Bestyrelsen gennemgår mangfoldighedspolitikken mindst én gang årligt og opdaterer den ved behov.

Det tror vi på:

I Flügger tror vi på, at en mangfoldig arbejdsplads og et inkluderende arbejdsmiljø er et aktiv for vores arbejdsplads. Vi anerkender medarbejderes forskelligheder og mener, at mangfoldige teams – herunder ledelsesgrupper – arbejder mere innovativt, træffer bedre beslutninger og bidrager til nytænkning.

Vi ønsker og tilstræber at være en ansvarlig arbejdsplads, der rekrutterer, forfremmer og udvikler medarbejdere baseret på kompetencer og uafhængigt af køn, kønsidentitet, social oprindelse, seksuel orientering, alder, nationalitet, handicap, politisk ståsted, etnicitet, religiøs overbevisning eller andre personlige forhold.

I Flügger rapporterer vi den kønsmæssige fordeling i bestyrelsen og øvrige ledelsesniveauer jf. årsregnskabslovens §107f i forbindelse med vores årlige lovpligtige rapportering. Vi tilstræber, at det underrepræsenterede køn udgør mindst 40 % i både bestyrelse og ledelse. I 2024/25 var fordelingen 25 % kvinder i bestyrelsen og 38 % kvinder i ledelseslagene.

Læs mere i vores seneste årsrapport her.

Karen Frøsig

Born 1958
Joined the Board of Directors in 2025
Independent

Holding of Flügger shares

0 pcs.

  •  
  • Master of Laws from Aarhus University

Experience from the financial sector and several board positions, including from Danish and international retail. In addition, experience with financial reporting, risk management and capital markets from a previous position as CEO of Sydbank A/S.

Deputy Chairman of the Board of Directors:

  • Ecco Holding A/S and its subsidiary Ecco Sko A/S

Member of the Board of Directors:

  • Musikhuset Esbjerg. Fond and its subsidiary Kunsten ApS
  • Brask Thomsen Stiftung Fond
  • MFT Energy A/S

Alexander Vilhelm Martensen-Larsen

Born 1975
Joined the Board of Directors in 2025
Independent

Holding of Flügger shares

0 pcs.

  •  
  • MBA from IMD
  • B.Sc. International Business from CBS

Experience from Morgan Stanley with a financial and strategic background as well as from leading roles in IC Group, as both CFO and CEO, Gubra A/S (publ) as deputy chairman, and Swedish RVRC Holding AB (publ) (Revolution Race) as chairman. In addition, experiences with roles in audit and nomination and remuneration committees as both chairman and member.

Chairman of the Board of Directors:

  • RVRC Holding AB (publ)
  • Give Elementer A/S and two subsidiaries
  • Raaco Holding ApS and the subsidiary Raaco A/S
  • The Jewellery Room ApS
  • Laplandar ApS
  • Gubra Green ApS

Deputy Chairman of the Board of Directors:

  • Gubra A/S (publ)

 

CEO:

  • AML ApS

Bettina Antitsch Mortensen

Born 1978
Joined the Board of Directors in 2022
Non-independent

Holding of Flügger shares

M+ II A/S has 851,487 shares (major shareholder).

  •  
  • Master of Laws, lawyer with right to appear before the Supreme Court (Attorney-at-Law (H))
  • CBS Executive board education

Through her ownership and management positions in the M+ Group, which includes Hybel and M+ Ejendomme, she has great market insight into the construction and property industry. At the same time, she has broad legal experience with a background as a commercial lawyer and subsequently a long-term career as a defense lawyer with the right to appear before the Supreme Court.

Through Bettina Antitsch Mortensen’s many years of work in the construction and real estate industry, she has gained experience in the documentation requirements associated with construction.

Chairman of the Board of Directors:

  • M+ Invest A/S and nine subsidiaries
  • M+ Ejendomme A/S and six subsidiaries
  • M+ II A/S, Hybel Danmark A/S and four subsidiaries
  • Stenhøj Husene Holding A/S and two subsidiaries
  • MPP Holding I A/S and four subsidiaries
  • Won Holding ApS and one subsidiary

Board member:

  • Four subsidiaries of M+ Invest A/S
  • Nine associated companies of M+ Invest A/S
  • Ejendomsselskabet Houmannsgade ApS

 

Director:

  • F.M. 16 Holding ApS
  • FM 09 Holding ApS
  • Hybel M.K.P. Holding ApS
  • Hybel M. S. Holding ApS
  • RM 07 Holding ApS
  • FRB 20 Holding ApS

Nicolai Schnack

Born 1990
Joined the Board of Directors in 2025
Non-independent

Holding of Flügger shares

103 pcs.

  • MSc in Economics and Business Administration and Mathematics (Cand.merc.(mat)) from CBS
  • B.Sc. in Economics and Business Administration and Mathematics (HA(mat)) from CBS

Experience with business-critical systems and digitalization on an international scale.

Chief Technology Officer:

  • JOE & THE JUICE A/S.

 

Director:

  • Spire Holding ApS and its subsidiary Spire ApS.

Dorthe Laursen

Born 1963
Joined the Board of Directors in 2023
Employee Representative

Holdings of Flügger shares

30 pcs.

  •  

Payroll and ER Lead in People, Communication & Culture

Extensive experience within Flügger with employment in Payroll and HR since 1986. Dorthe Susanne Laursen has insight and understanding of how new initiatives and work processes affect the organisation.

Mikkel Boelskifte

Born 1983
Joined the board in 2023
Employee Representative

Holdings of Flügger shares

715 pcs.

  •  

Country Manager for Flügger Danmark and PP professional paint.

Great knowledge of the business as a whole through many years of experience in several different positions including. Regional Manager – Flügger, Sales Manager Professional – PP professional paint and most recently Country Manager for Flügger Denmark and PP professional paint.

Lucas Eichild

Born 1990

Holdings of Flügger shares

Holdings of Flügger B shares, incl. related parties:

  • 910 pcs.
  •  

Experience from Carnegie Investment Bank and previous management role in Flügger with responsibility for
business development.

Warrants & RSU:

  • 9,077 pcs. per 30/4 2025
  • M.Sc. Economics and Business Administration (Accounting and Finance) from Copenhagen Business School in 2015

2021-           Flügger group A/S

  • CFO / Chief Financial Officer
  • Senior Vice President (Corporate Development)
  • Senior Vice President (Strategy & Integration)

2017-2021    Carnegie Investment Bank 

  • Associate Director
  • Senior Associate

Ulf Schnack

Born 1936

Holdings of Flügger shares

Holdings of Flügger A and B shares, incl. related parties: 

  • 590,625 pcs. Flügger A
  • 720,610 pcs. Flügger B
  •  
  •  

More than 65 years of experience in Flügger.

  • Chemical engineer from Krefeld
  • HD-A from CBS

1958-         Flügger group A/S

  • Chief DNA Officer
  • CEO
  • Employee

Sune Schnack

Born 1990

Holdings of Flügger shares

Holdings of Flügger A and B shares, incl. related parties:

  • 590,625 pcs. Flügger A
  • 720,610 pcs. Flügger B
  •  

In-depth knowledge of Flügger through management positions in both group and subsidiaries. Solid financial and strategic toolbox from education and previous job as senior consultant at Ramboll Management Consulting.

Warrants & RSU:

  • 29,751 pcs. per 30/4/2025
  • M.Sc. Economics and Business Administration (Accounting and Finance) from Copenhagen Business School in 2015

2018-           Flügger group A/S

  • CEO
  • Head of Products & Assortment
  • Head of Assortment, PP professional paint A/S
  • Manager, PP professional paint A/S

2015-2017    Rambøll

  • Strategy & Operations


2011-2015    FSN Capital

  • Analyst, Intern 

Charlotte Ottesen-Hansen

Education
  • Master of Science (management) from HEC Paris in 2004.

2025-           Flügger group A/S

  • Senior Vice President (Brand & Business Development)

 

2022-2024   Georg Jensen

  • Senior Director Marketing and Product Management

2018-2022    L’Oréal

  • Brand Director, Lancôme Nordic
  • Brand Director, YSL Nordic

 

2011-2018    PANDORA A/S

  • Global Brand Marketing Director, Group Marketing
  • Global Trade Marketing Manager, Group Marketing

 

2005-2011    Parfums Christian Dior

  • Nordic Marketing Manager
  • Nordic Merchandising Manager & Sell Out Sales Manager Denmark
  • Nordic Merchandising & Agents Manager
  • Nordic Business Analyst & Agents Manager

 

2003-2005    Selective Beauty

  • Brand Manager
  • Brand Manager Assistant

Anette Beck

Education
  • Various IMD educations from Wharton Business School
  • Master of Business Administration from Aarhus University in 1997

2020-           Flügger group A/S

  • Senior Vice President (Product, Innovation & Procurement)
  • Senior Vice President (Procurement, QHSE, CSR)
  • Senior Vice President (Procurement)

2016-2020    Novozymes

  • Director, Global Head of Direct Sourcing & Procurement

 

2013-2016    DR

  • Head of Corporate Procurement & Contracting

 

2009-2013    Dong Energy

  • Director, Technical Procurement
  • Senior Manager of Technical Operations Procurement
  • Manager of Indirect Procurement Services
  • Head of Procurement & Logistics

 

1999-2009    TDC

  • Head of Procurement & Logistics
  • Various project management positions

 

1997-1999    Lego

  • Market Consultant

Anders Klamer

Education
  • MBA from Scandinavian International Management Institute in 2007
  • Graduate Diploma in Business Administration (Accounting and Financial Management) from Copenhagen Business School in 1994

2009-           Flügger group A/S

  • Senior Vice President (Commercial Nordics)
  • Senior Vice President (Unicell Nordics & Franchise)
  • Senior Vice President (Emerging Markets)
  • Head of Business Development
  • Sales Support Manager
  • Senior HR Business Partner

2007-2009    Ernst & Young

  • Senior Manager (Transaction services)

 

2000-2007    IC Company A/S

  • Executive Assistant
  • Business Control Manager

 

1996-2000    Falck

  • M&A Manager
  • Group Control Manager
  • Finance Manager
  • Internal Auditor

 

1988-1996    Deloitte

  • Auditor

Marlene von Essen-Müller

Education
  • Various IMD, INSEAD, AVT, etc.
  • Cand.comm.(psych.) from Roskilde Universitet in 2002

2021-           Flügger group A/S

  • Senior Vice President (People, Culture & Communication)
  • Vice President (People & Culture)

 

2017-2021    Bang & Olufsen

  • Head of People & Culture
  • Director & Senior HR Business Partner 
  • Senior HR Business Partner

2015-2017    Telenor DK

  • Senior Development Specialist

 

2011-2015    Ledelseskraft

  • Owner

 

2007-2011    Oticon/ Demant

  • HR Business Partner

 

2004-2007    Debenhams/ Magasin

  • HR Manager

 

2003-2004    Siemens

  • PR & Communications Manager

Flügger Scandinavia