Tapped into the future FM Mattsson Mora Group

TaPPED INTo ThE FuTuRE

FM Mattsson Mora Group is a leading Nordic manufacturer of taps and bathroom accessories. In the past two years it has undergone a name change – just one part of its ongoing drive to keep up with the evolution in this industry sector.

Previously known as Ostnor AB, the FM Mattsson Mora Group has been registered under its current name since September 2015. Founded by Frost Matts Mattsson 150 years ago in the village of Östnor, Sweden, the company is today a market leader in the production of taps and accessories. In 1927 a separate company, Mora Armatur, was founded by Mr Mattsson’s son and 75 years later the two were merged to form a joint group in 2003. This was followed by the strategic acquisition of Damixa, Denmark’s leading producer of kitchen, bath and shower fixtures, in 2014. As a result, today the group has three clear and well-established brands under its umbrella: FM Mattsson, Mora Armatur and Damixa.

Today, the group has annual sales of over SEK 1 billion and employs over 550 people. It is poised to further strengthen its position in Sweden, expand its market share in other Nordic countries and establish itself as a niche player on selected markets outside this region. In March of this year (2017), the company was listed on the Nasdaq Stockholm stock exchange. Outside the domestic market, it is active in Germany, Russia, Belgium, the Netherlands, the UK, Australia and Iceland.

Strong brand portfolio

FM Mattsson Mora develops and manufactures a wide range of taps and accessories, with the consistent theme of operations being leading-edge technology, high quality, attractive design and ecofriendliness. Marketing is carried out through the strong, well-established product brands FM Mattsson, Mora Armatur and Damixa. When it comes to market growth, the company says this is driven by new construction, renovation, conversion and extension, known in Sweden as the ‘ROT’ sector.

Mora Armatur is one of the leading brands for product development and marketing of sanitary fittings (kitchen and bathroom taps) in the Nordic region. In the heating, ventilation and sanitation sector it is recognised as an innovator offering products that are elegant and of the highest quality.

The group’s oldest roots are through FM Mattsson, Sweden’s most well-established tap brand. Founded in 1865, the company initially made parts of traditional Mora clocks, fine-tooth combs, small bells, brooches and pastry wheels. The company manufactured its first barrel taps and boiler room taps in 1876. Through this brand, FM Mattsson Mora Group supplies hundreds of thousands of mixers every year. This company was the first to introduce ceramic seals, non-freeze garden taps and two world-unique solutions – soft closing single lever mixers and thermostatic mixing valves.

“For most people, a mixer is just an attractive interior design feature that supplies water and enhances the interior of a kitchen or bathroom,” says a company spokesperson. “For us who have been working with mixers for over 100 years, it means so much more. We

value aesthetic qualities both on the inside and the outside. Among other things, that means developing technical solutions that help to save water and energy, thereby improving the environment. To us, aesthetic value means always taking the whole picture into account.”

Lastly, Damixa is a leading Danish designer of stylish, functional mixer taps and accessories. Founded in 1931, in 1966 it was the first in Europe to introduce the 1-handle mixer and receives a design award for the unique appeal of its products at least once a year.

energy efficiency

Sustainability is important to FM Mattsson Mora. Given that its main environmental impact arises mainly from its manufacturing, surface treatment and transport activities, its aim is to carry these out with the smallest possible environmental impact. Furthermore, the company is taking a leading role in the phasing out of high-risk substances contained in bathroom products. In 2014, a major step was taken in this direction when Mora introduced a new lead-free brass into its production process.

There is also the company’s Ecosafe concept, which is central to the marketing of its products and is based on environmental awareness at all stages of product development, production and distribution. This includes minimising environmental impact in the factory, choosing optimal materials and providing energy-smart functions that make the end products eco-friendly and recyclable. For example, the Eco Flow function means that its taps work exactly as usual, but air is mixed into the jet. This limits the water flow, making the mixer very energy-efficient.

long-term trends

Moving forward, FM Mattsson Mora is very aware of the trends within this industry sector that will impact its development. For example, in recent years end customers are having an increasing influence over the choice of their mixer taps, meaning that creating unique, individual designs is becoming a much more competitive factor. Furthermore, when it comes to product development there are many new technologies and materials, such as electronics and polymers, that will need to be taken into account.

As with any company in this area, FM Mattsson Mora is also feeling the pressure to adapt as a result of competition from new marketing channels such as the DIY market and the Internet. While these can bring significant opportunities to the company that is able to exploit them, this in itself represents a clear strategic challenge – but one that FM Mattsson Mora is more than ready to face. n