Nice Living Maxi Matches

Nice Living is a private label brand primarily associated with the Danish retail conglomerate Salling Group. The Maxi Matches, identifiable by their Viking ship design, are a staple household item. Though the brand is Danish, the production of matches for the Scandinavian market is traditionally concentrated in Sweden, specifically through Swedish Match, which is the leading global manufacturer in this sector.

Salling Group, founded originally as Jysk Supermarked, has grown into Denmark's largest retail group, managing brands like Netto, Føtex, and Bilka. The 'Nice Living' line provides cost-effective household solutions. Ownership of the brand remains within the Salling Group, which is owned by the Salling Foundations, ensuring the profits are reinvested into the business and various philanthropic causes within Denmark.