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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:
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.
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.
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.
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.
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.
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.
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.
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.
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.