Samella Toilet Paper

Samella is a Danish brand of toilet paper and hygiene products primarily distributed within the discount retail sector, specifically by the Salling Group. The product is known for its soft texture, often marketed with a polar bear mascot to emphasize comfort and gentleness.

The brand is a private label or 'house brand' deeply rooted in the Danish market, designed to offer a balance between quality and cost-effectiveness. In terms of production, while some paper pulp products are sourced globally, Samella products are largely manufactured or converted within Denmark or the surrounding Nordic/European region to serve the local distribution chain.

As a part of the Salling Group's portfolio, the brand benefits from the ownership transition that occurred when the Salling Foundations regained full ownership of the retail group, moving away from previous partnerships with A.P. Moller-Maersk.