Nobia acquires Superfront, a European online kitchen and storage brand with strong focus on design and circularity

Nobia has signed an agreement to acquire Superfront, a Sweden-based direct-to-consumer business that designs and sells kitchen and storage such as frontals, handles and legs. Superfront has built significant brand awareness since it was introduced in 2013, mainly through digital and social media marketing, with a strong focus on design and sustainability. Net sales in 2021 amounted to approximately SEK 65m with a double-digit operating margin. Products are sold almost entirely online across Europe.

“By acquiring Superfront, we are strengthening our digital marketing and online sales capabilities across Europe and will gain further access to the attractive market for circular design within the kitchen and storage market. Renowned for its design with a strong emphasis on sustainability and contributing with solid financials, Superfront will be a good addition to the Nobia portfolio of strong brands,” says Jon Sintorn, President and CEO of Nobia.

“Superfront has been a success since we founded the company eight years ago and we are very pleased with what we have achieved so far. As we enter the next phase of Superfront’s development we are very excited to join Nobia, which can provide the scale and expertise we need to further grow the company across Europe,” says Monica and Mick Born, founders of Superfront.

Superfront will be consolidated in the Central Europe region from mid-January 2022.