Paint-happy in the north

Managing director Reidar Seberg  explains the colour-card system.
Seen statistically, each and every one of the 4.5 mio population of Norway consumes around ten litres of paint per year. Which makes these particular Scandinavians the world champions. In comparison, annual consumption in Germany is about seven litres, and annual per capita consumption in France and Britain is only slightly above five litres. As a result, paint is also the lifeblood of the outlets for DIYers in Norway. Fargerike Norge, for example, makes 48 per cent of its annual sales (latest available figure: NKR 1.3 bn, or € 156 mio) from paint. About 75 per cent of this total requirement, in turn, is covered in association with the globally active Norwegian paint manufacturer “Jotun” (aggregate sales: approx. € 630 mio). However, the Fargerike management team has in the meantime recognised the advantages of private labels and is now pressing ahead with its own: “Baron” is the chain’s name for exterior paint, and “Baronesse” for the interior line.
The Jessheim outlet, one of Fargerike Norge's flagship stores.
In the Jessheim outlet of around 800 m², spread over two floors, the main route runs straight past the information desk to the counter with paints and varnishes and the colour mixing stations. No ready-mixed colours are sold in Norway, apart from white: they are all individually mixed for customers at the POS. There customers can find all the information they need about different types of paint and shades of colour. This assistance includes, for instance, outlines of different house styles printed on glass. By placing a colour card behind the glass, customers can see at once how their house would look if painted in the colour selected. Around 80 per cent of Fargerike’s sales are made to DIYers and only 20 per cent to professionals. “Do-it-yourself has a long tradition in Norway,” says Reidar Seberg, managing director of Fargerike. “Our houses have developed into objects of great prestige here, since we are more tied to our home and garden by the climate.”
The paint department, the lifeblood of the store.
Apart from paint, the Jessheim store also stocks decorators’ tools and accessories, in addition to floor coverings, wallpaper and interior decoration. Located in a showroom right next to the store is a shop-in-a-shop selling kitchens. Bathrooms and kitchens, according to Mr Seberg, who came to Fargerike in 1999, are topics attracting great interest in Norway at the moment. They are at…