Orthex’s operating environment

Orthex operates in the storage, kitchenware, and home and garden products market, which has historically been stable and resilient throughout different economic cycles. The market for household products in Europe is fragmented. Although the market is competitive, fragmentation lowers the threshold to increase market share and find attractive niches.

Orthex has customers in more than 40 countries. Orthex’s geographic markets are the Nordics, the Rest of Europe, and the Rest of the world. Orthex has eight local sales organisations located in the Nordics, Germany, France, the United Kingdom, and the Benelux.

The European household goods market remains resilient, supported by long-term trends in home organisation, sustainability, and e-commerce adoption. Demand for durable storage solutions and kitchenware continues to grow steadily, driven by urbanisation and lifestyle changes. According to Mordor Intelligence¹⁾, European home organisers and storage market is expected to grow at a CAGR of over 4% between 2025 and 2030. As per 6Wresearch²⁾, European kitchenware market is projected to grow at a CAGR of 5% between 2025 and 2031.

The resilience of the market is primarily based on the underlying need-based demand for home and food storage products and kitchen utensils, meaning that purchases of such products are made regardless of economic conditions.

Regulatory landscape

Regulatory developments, including the EU Packaging and Packaging Waste Regulation (PPWR) and the Single-Use Plastics Directive (SUPD), are accelerating the transition toward circular materials and design-for-recycling standards. These changes create both compliance requirements and opportunities for differentiation. Steered by regulatory changes, retailers and consumers increasingly favour products with verified sustainability credentials, reinforcing the strategic importance of durability and recycled and bio-based materials.

Competitive landscape

Orthex designs, produces and sells household products mainly in Europe, where the competition for these products is fragmented. Competitive dynamics remain intense, with pan-European brands and private-label offerings exerting price pressure. Inasmuch as Orthex benefits from local presence and fairly high brand recognition in the Nordics, its brand and products are still less known in other European markets.

Orthex’s competitive environment varies between product categories, but in general, the companies operating in the Nordics are smaller than Orthex measured by net sales and have a narrower product assortment and geographical footprint than Orthex. Key Nordic competitors include Plast1 and Nordiska Plast, both smaller and less diversified than Orthex. In the European market outside of the Nordics, Orthex’s competitors bear more resemblance to Orthex in terms of size, assortment and positioning, with Keter, Sundis, Iris and Rotho being the most comparable competitors. The kitchen utensils market is even more fragmented and more exposed to international competition due to lower shipping costs. Competitors include Keter, Sistema, Nordiska Plast, Mepal, and Joseph Joseph.

Customer segments

Orthex’s seeks to be the preferred value-creating partner for its customers who are mainly large retail chains. We divide our retail customers into four categories: grocery retailers, DIY stores, specialty retailers, and discount retailers. In addition, our customers include e-commerce platforms. Almost without exception, the aforementioned retail chains also operate their own online stores. Our customers also include various operators within the HoReCa and industrial sector. No single Orthex customer accounts for more than 10% of the company’s net sales. Consumers are customers of our customers and end-users of our products. Among consumers, Orthex’s main target group are sustainability-conscious households and buyers who appreciate premium quality and durability.

Market trends

For Nordic and Western European consumers, sustainability is increasingly among their top priorities. Consumers place a heavy emphasis on sustainability and expect companies to take the initiative and help them in making more sustainable purchasing decisions.⁽³

Demand for products made from recycled and renewable materials is accelerating and Orthex’s portfolio of novelties reflects this trend. A key feature of Orthex sustainability approach is the quality and durability of the products that ensures a long product lifecycle. Orthex sees that continued consumer focus on decluttering and space optimization (smaller apartments, hybrid work) supports growth in modular storage systems, stackable sorting solutions and food containers. Orthex is well placed to leverage these trends through its modular product systems, strong brand portfolio, and proactive sustainability strategy, storage category growth led by versatile, timeless and design consistent ranges.

1. Source: Europe Home Organizers & Storage Market Size & Share Analysis – Industry Research Report – Growth Trends 
2. Source: Prominent companies in Europe Kitchenware Market with Size 
3. Source: McKinsey & Company, July 2019, Generation Z and Millennial Survey.