Trademarks and markets

Over the years, a multifarious flora of different match labels has been created – more than nine thousand different export brands are estimated to have been produced in Sweden. Three Stars, "the Mona Lisa of labels", is probably the most famous match brand in the world and was registered as early as 1887.

BEEHIVE

The Beehive brand name and design is inspired by the parliament of New Zealand. Since the early 1930s the Beehive brand has developed with a relaunch including a design makeover and a new range of exciting products. Focusing on providing a complete range of fire assist products, the brand is now associated with much more than just matches and has global appeal.

ENGLAND'S GLORY

England's Glory has been a brand of matches since 1871, the year of the launching of the battleship HMS Devastation, which is portrayed on the box. It is still one of the most popular "strike anywhere" match brands in the UK.

FEUDOR

After the cancellation of the French monopoly in 1989, Swedish Match launched a full range of Feudor matches introducing the concept of product segmentation in France. Feudor means “golden flame”, which is a very suitable name, and the brand image is one of tradition, reliability and good quality.

DE ZWALUW

The Dutch firm J.W. Attema & Co. started importing De Zwaluw (The Swallow) brand matches from Sweden to the Netherlands in 1895. For over 100 years, Dutch consumers have purchased De Zwaluw matches and fire products. De Zwaluw is today one of the most recognized brand names in the Netherlands. All products stand for quality and promote warmth, light, tradition, and safety.

THE FLOWER BASKET

This beautiful The Flower Basket label originates from the Uddevalla match factory and the trade mark was registered in 1913. It has always been one of the most exported brands to Middle Eastern countries such as Oman, The United Arab Emirates, Qatar and Bahrain.

KALEVI KOTKAS

The name of these Estonian matches, Kalevi Kotkas, originates from Kalevipoeg – or Kalev’s Son, an ancient Estonian folk tale compiled by Friedrich Reinhold Kreutzwald in the middle of the 19th century. Kalevipoeg recounts the trials and tribulations of larger-than-life Estonian heroes.

THE LION

The Lion brand was first registered in 1885 and has had the same design for more than a century, since it was updated in 1906. The brand is still well known in Gambia, among other countries.

NITEDALS HJELPESTIKKER

Nitedal is the name of a Norwegian municipality where a match factory was located. In 1922, the foundation Hjelpestikkefondet was created for humanitarian causes and in 1941, the name Nitedals Hjelpestikker was established. A part of the revenue from all Nitedals products still goes to Hjelpestikkefondet. A Norwegian artist drew the picture on the matchbox in 1942.

THE PALMTREE

The Palmtree from Jönköping Westra match factory is a beautiful label with an unusual colouring. The subject, an African in a palm grove carrying calabashes on his shoulders was earlier used by several other match factories. The trade mark was registered in 1884 and is still well known in countries as Gambia and Senegal.

PARROT

The lovely and colourful Parrot label was established in 1898 by Fredrik Löwenadler at Jönköping-Vulcan match factory. It has been a famous match brand in Panama since 1911.  

PERKUNO

Perkuno is the most important deities in the Baltic pantheon and is documented in the Lithuanian mythology as the god of thunder, rain, mountains, oak trees and the sky. He has the appearance of a stout bearded man and travels the skies in a chariot made of stone and fire. In his left hand he holds a bundle of lightning bolts and in his right an axe made of stone.

QUINAS

The Quinas brand origins from the 1930s and the name and logo are based on a Portuguese national legend. The five ”quinas” symbolize an important battle where the king D. Afonso Henriques defeated five kings and are present in numerous Portuguese symbols including the National Flag. QUINAS has been the leading match brand in Portugal from the start and still is today.

THE READHEADS

The Redheads lady was designed by logo contest winner Rupert Hing in 1946. Hing based the image on his lifetime companion and sweetheart. The logo, affectionately known as Miss Redhead, has become a much beloved icon throughout Australia. Redheads is the most well known match brand in Australia. 

SAMPO

Sampo is the leading match brand in Finland and dates back to 1933. The brand name comes from the Finnish national epic Kalevala, in which Sampo is a mysterious machine that produces gold, grain and salt. The brand design was updated in 1998. 

THE SHIP

The Ship is a well renowned label with its origins in the Södertälje match factory in the early 20th century. The original design is said to be based on a painting by the Swedish marine painter admiral Jacob “Jacques” Hägg (1839-1931). The United Kingdom is today the main market for the match brand The Ship.

SOLSTICKAN

In 1936, the Solstickan Foundation was created to benefit children and the elderly. Artist Einar Nerman was commissioned to design the Solstickan matchbox label and created the Solstickan boy, one of Sweden's most recognized works of art. A portion of the revenue from all products in the Solstickan product family still goes to the Solstickan Foundation to help children and the elderly. 

SWAN VESTAS

Swan Vestas matches were first introduced in the U.K. in 1883, named after Vesta, the Roman goddess of hearth and home. They were made from cotton wick dipped in wax and much more solid than other wax matches available at the time. By the 1930s, Swan Vestas was Britain's best selling match, and is to this day the only British match brand consistently asked for by name.

THREE STARS

Since 1887 the Three Stars has been primarily an export brand. The number three was commonly used in 19th century match trademarks, signifying luck or even spiritual, philosophical, or biblical relevance. The word star and the star symbol are traditionally associated with top quality. This is probably the most widespread match brand in the world. 

THE TIGER

The Tiger brand safety matches originate from the Bryant & May match factory in UK in the early 20th century. The design has been updated a few times since then and The Tiger brand is still in demand and a major match brand in Guinea Conakry, Africa. 

TORDENSKJOLD

Peter Wessel Tordenskjold (1691-1720) was a renowned naval officer who fought many successful battles against the Swedish navy in the service of the Kingdom of Denmark. In the early 1900s, Swedish match exports posed a serious threat to the Danish match industry. The wife of a Danish match company president suggested Tordenskjold as a new brand name since the original Tordenskjold had successfully fought the Swedes. 

TRES ESTRELLAS

Tres Estrellas is a relatively young brand name in the world of matches, where the brands are normally very old. It was created in 1994 as a distinct effort to create a strong brand in a market without prominent brands. The brand values and designs were updated in 2000, and today Tres Estrellas is not only the most well known match brand in Spain but also market leading in the fire products category.

LE TRE STELLE

Le Tre Stelle, as our matches are named in Italy, is a relatively young brand in the market, launched in 1992. Le Tre Stelle are synonymous with quality, excellence and reliability and all products are recognizable by the distinguished blue sky frame with three stylized yellow gold stars.

UNION MATCH

The Belgian production of matches started in 1855 and in 1912, the Union Allumetière was founded in Geraardsbergen. Since then, the Union Match has been the best selling match brand in Belgium. The yellow box with the three flames is familiar to every Belgian.