Xtra Paper Tissues

Xtra is a value-focused private label brand owned by the Nordic retail cooperative movements. It was established to provide a budget-friendly alternative to premium brands across a wide range of categories, including personal care and household staples.

Because Xtra is a house brand for a large retail alliance, manufacturing is not centralized in a single location. Instead, the products are sourced through Coop Trading, a joint purchasing organization that contracts with various third-party manufacturers across Europe and Asia to meet local demand in Denmark, Sweden, Norway, and Finland.

The brand is collectively managed by major Nordic retailers, including Coop Danmark, Coop Norge, Coop Sverige, and the S Group in Finland. It maintains a distinct, simple visual identity designed to signify high visibility and the lowest price point on the shelf for cooperative members and shoppers.