De Zwaluw safety matches

De Zwaluw (The Swallow) is one of the most iconic and longest-standing brands of safety matches in the Netherlands. Although deeply associated with Dutch household tradition, the brand has its origins in Sweden. It was first introduced to the Dutch market in 1895 by the Amsterdam-based importer J.W. Attema & Co, who sourced the matches from the Uddevalla Tändsticksfabrik in Sweden.

Historically, the product was manufactured at the Uddevalla factory, which became part of the vast industrial empire of the 'Match King' Ivar Kreuger in the early 20th century. While the Uddevalla factory closed in 1938, the brand continued under the stewardship of Svenska Tändsticks Aktiebolaget (STAB), which eventually evolved into the modern Swedish Match AB. Today, the matches are produced in Swedish Match's specialized facilities in Tidaholm and Vetlanda, Sweden, using high-quality FSC-certified aspen wood.

Ownership of the brand has seen significant consolidation over the decades. Swedish Match AB, the longtime manufacturer, was acquired in 2022 by Philip Morris International (PMI). As of 2026, the brand remains under the ultimate ownership of the American multinational PMI, which manages it via its Swedish Match subsidiary.