Serla Smart kitchen towels

Serla is a well-established Nordic household brand known for its practical and sustainable hygiene products, featuring its iconic squirrel mascot. Originally founded in Finland, the brand has become a staple in Swedish and Finnish households for its paper products ranging from toilet rolls to kitchen towels like the 'Smart' line shown here.

Today, Serla is owned by Metsä Tissue, which is part of the large Finnish forest industry group, Metsä Group. The production of Serla products typically takes place in the Nordic region, with significant manufacturing facilities located in Mariestad, Sweden, and Mänttä, Finland. The brand emphasizes local production and environmental certifications, such as the Nordic Swan Ecolabel, to minimize its carbon footprint.