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Flügger

The paint expert has taken the driver’s seat with a modern and flexible IT architecture.
Read about their composable solution Read about their B2B-app
Digital solutions

A unified platform for the modern consumer

For more than 125 years, Flügger Group has been a central player in the painting industry, with a strong physical retail network and an established online presence. As consumer behaviour evolves and digital accessibility demands increase, Flügger has continuously developed its digital universe – with www.flugger.dk as the central hub for inspiration, product information and e-commerce. The platform is designed to serve both professional tradespeople and private customers, integrating business logic, product data, and logistics in a user-friendly and modern architecture.

Notes Of Colur Til De Unge Novicell

A future-proof and scalable architecture

Flügger’s previous IT setup was built on a monolithic architecture, where a single, unified platform attempted to address a wide range of business needs simultaneously. However, as the organisation aimed to expand into new sales channels and brand initiatives, it became clear that the existing structure was limiting growth and innovation.

In collaboration with Novicell, Flügger began dismantling this monolithic setup. The objective was to establish a flexible and scalable digital foundation capable of supporting multiple brands, sales channels and geographical markets – while also being robust enough to accommodate future acquisitions and expansions.

The new solution is based on a modular architecture, where each system is specialised and interconnected via APIs. This setup enables components to be replaced or upgraded without disrupting the overall system. This approach has provided Flügger with an agile platform that supports both current and future business goals.

Tech stack

Flügger's digital platform now relies on a Composable Architecture. This means that it is modular in structure, and each component in the company's tech stack can be implemented, upgraded, or replaced without affecting the rest of the digital ecosystem.

Learn more about Composable Commerce

Flügger has embraced the MACH principles in the construction of its IT architecture. MACH is an acronym for Microservices, API First, Cloud Native, and Headless. Internationally, the MACH Alliance takes the lead in promoting the MACH principles and advocating for companies to break down their monolithic IT solutions into smaller, highly specialized "best-of-breed" platforms that cater to the actual needs of businesses.

Learn more about MACH principles.

Alongside Novicell, we have gradually built a digital foundation that enables us to create the business we desire. It is extremely important. We can integrate multiple acquisitions into our systems, work with multiple brands, sales channels, and operate in many markets. This gives us both competitiveness and incredible maneuverability in the future.

Peter Møllebjerg Andersen, SVP Digital Innovation
Flügger Group

Flüggers tech stack

  • Commercetools Icon

    Commercetools

    Commercetools is used as the commerce platform. Its headless setup allows Flügger to scale efficiently across markets and brands with high flexibility.

    Learn more about Commercetools
  • Algolia Icon

    Algolia

    Algolia is used as the search engine. With lightning-fast and relevant search capabilities, Algolia helps users quickly find the exact product they’re looking for.

    Learn more about Algolia
  • Hubspot Icon

    HubSpot

    HubSpot serves as the CRM for flugger.dk – and will be extended to future brands as well. It enables Flügger to consolidate customer data in one place and deliver targeted communication effectively.

    Learn more about HubSpot
  • Umbraco logo

    Umbraco

    Umbraco is used as the CMS. The system ensures flexible and user-friendly management of editorial content across platforms.

    Learn more about Umbraco
  • Enterspeed Logo Icon

    Enterspeed

    Enterspeed acts as the integration layer for customer-facing systems. It enables fast and consistent delivery of data from backend systems to the frontend experience.

    Learn more about Enterspeed

Flügger is a strong omnichannel concept

The entire project has also included a new Flügger e-commerce universe, which serves as both Flügger Group's B2C and B2B e-commerce platform in several European countries, including Denmark, Sweden, and Poland. The Flügger brand is a strong omnichannel concept that connects online and physical stores. Traditionally, the customer journey here is more focused on technical aspects, and therefore, Flügger's stores and commerce solution encompass many more aspects of a painting project, such as advice, accessories, and maintenance.

User-centric focus - and the colours

The new Flugger.dk puts the user at the center to sell as many Flügger products as possible. Based on customer interviews and usability testing, Novicell mapped out the user journey in connection with DIY projects at home. Lifestyle platforms such as Pinterest and Instagram are increasingly used for inspiration in home decor, and this applies to a significant portion of Flügger's private customer segment. Customers are more focused on finding colours and materials they like rather than starting with a specific type of paint product or a particular brand. This flow is reflected in the structure and navigation of Flugger.dk, where users have the option to navigate by room and colours, among other things. The good user journey is supported by a new visual identity created by Novicell Creatives, who have also developed a vibrant, organic, and colourful design for Flugger.dk.

Learn more about Novicell's work with UX & Design

New app makes purchasing easier for Flügger’s B2B customers

In 2026, Flügger will launch a new app developed for their B2B segment, designed to make it even easier for business customers to buy from Flügger – again and again.

The app is built to remove friction from purchasing and reordering, allowing painters and painting contractors to spend less time on administration and more time on the job itself. When everyday workflows become simpler for customers, higher loyalty and stronger business performance typically follow.

The app supports the needs of both painters and painting contractors. Reordering paint is fast and efficient, and it’s easy to maintain an overview of consumption and budgets for individual projects.

In addition, B2B customers can scan a product in a Flügger store and order it directly via the app.

Built on Flügger’s existing platforms

Does a new app always require a long list of new software systems? Fortunately, no. For this project, we started with Flügger’s existing setup and reused the platforms already in place - CMS, commerce solution, and more - integrating them directly into the app. The primary new component was a B2B login, giving customers access to their own prices, agreements, and order history. Beyond that, the app builds on Flügger’s current platforms, making the solution easier to operate and continuously develop over time.