Jordan
A Norwegian-origin dental-hygiene and brush manufacturer founded in Oslo in 1837. Norwegian manufacturing company specializing in oral-care, toothpick, painting-brush, and cleaning-brush products.
Last updated October 13, 2026
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Overview
Jordan is a dental-hygiene and brush manufacturing company with origins in Oslo, Norway. It was established in 1837 by Danish immigrant Wilhelm Jordan under the name W. Jordan Börste & Penselfabrik. The business initially made combs before expanding into brushes, establishing the manufacturing base from which its later oral-care activities developed. Jordan entered toothbrush manufacturing in 1927. The move gave the company a specialized position within personal-care manufacturing, while its earlier brush expertise continued to support other product categories. From 1960 onward, the company placed greater emphasis on international exports, helping extend its commercial reach beyond Norway. In 1966, it added toothpicks to its portfolio, broadening the business from brushes into a wider set of dental-hygiene and household products. The company also expanded through acquisitions. In 1987, it acquired Peri-dent, a producer of dental floss, strengthening its presence in interdental-care products. Jordan subsequently developed a manufacturing and sales structure that included daughter companies and operations connected with India, China, and Malaysia. Malaysia also became the location of a sales company, while production remained distributed across multiple countries. Manufacturing was historically concentrated in Norway. The original Oslo production site was supplemented by a factory at Flisa in 1969. The Oslo factory closed in 2000. Toothbrush production was later transferred from Flisa to England in 2002, while the Flisa facility continued to produce toothpicks and cleaning equipment. This restructuring reflected the company’s shift toward a geographically distributed production model. Jordan was acquired by the Orkla Group in 2012 and now operates within that corporate ownership structure. Its product scope includes toothbrushes and other dental-hygiene goods, toothpicks, cleaning brushes, and painting brushes. The company’s history combines a long-standing Scandinavian manufacturing identity with international production, export activity, and expansion into adjacent hygiene categories.
History
Jordan traces its origins to Oslo in 1837, when Danish immigrant Wilhelm Jordan established W. Jordan Börste & Penselfabrik. The company’s earliest products were combs, but it soon broadened its manufacturing activity into brushes. This initial brush-making capability became the foundation for the company’s later development as a producer of dental-hygiene and household-cleaning goods. A major product transition occurred in 1927, when Jordan began manufacturing toothbrushes. Toothbrush production eventually became central to the company’s identity and commercial activity. Although the business retained interests in broader brush manufacturing, oral-care products provided a more specialized and internationally scalable product category. From 1960, Jordan increased its emphasis on exports, marking a stronger orientation toward international markets. Jordan expanded its dental-hygiene range in 1966 by entering toothpick production. The company later added further oral-care capabilities through acquisition. In 1987, it acquired Peri-dent, a dental-floss producer, giving Jordan an established position in another segment of interdental care. These developments show a progression from general brush manufacturing toward a broader portfolio of products used in daily oral hygiene. The company’s manufacturing footprint also changed over time. Its first production activities were based in Oslo, and an additional factory opened at Flisa in 1969. The Oslo factory closed in 2000. In 2002, toothbrush production was moved from Flisa to England, although Flisa continued to manufacture toothpicks and cleaning equipment. Jordan also developed production through daughter companies in India, China, and Malaysia, alongside a sales company in Malaysia. The resulting structure combined Norwegian origins with an international operating network. In 2012, Jordan was acquired by the Orkla Group. The acquisition placed the company within a larger Nordic industrial and consumer-products group. Jordan’s documented activities include dental-hygiene manufacturing, toothpicks, painting brushes, and cleaning brushes. Its history is therefore not limited to toothbrushes: it represents the evolution of a nineteenth-century brush manufacturer into an internationally organized oral-care and household-products business.
- 2012
Acquired by Orkla
[1]Jordan was acquired by the Orkla Group and became part of its corporate portfolio.
- 2002
Toothbrush production transferred to England
[1]Toothbrush manufacturing was transferred from the Flisa operation to England, while Flisa continued making toothpicks and cleaning equipment.
- 2000
Oslo factory closed
[1]The company closed its original Oslo production facility as its manufacturing structure changed.
- 1987
Peri-dent acquired
[1]Jordan acquired dental-floss producer Peri-dent, extending its oral-care portfolio into interdental care.
- 1969
Flisa factory opened
[1]Jordan opened an additional production facility at Flisa in Norway.
- 1966
Toothpick production added
[1]Jordan expanded into toothpick manufacturing, adding a complementary oral-hygiene product category beyond brushes and toothbrushes.
- 1960
Greater emphasis on exports
[1]The company increased its focus on international exports, moving beyond its original Norwegian market.
- 1927
Toothbrush manufacturing began
[1]Jordan entered toothbrush production, beginning its long-term development as a dental-hygiene manufacturer and establishing the product category that would become central to the brand.
- 1927
Entry into toothbrush manufacturing
[1]Jordan began producing toothbrushes, establishing the product category that would become central to the brand.
- 1837
Company founded in Oslo
[1]Wilhelm Jordan established W. Jordan Börste & Penselfabrik in Oslo. The company initially manufactured combs before expanding into brushes.
Products and positioning
A long-established Scandinavian-origin manufacturer focused on practical dental-hygiene products and related brush categories. A heritage Norwegian brush manufacturer with a consumer-facing focus on everyday oral hygiene, supported by toothpick production and additional brush and cleaning-equipment businesses.
Oral care · 1927
Toothbrushes
Toothbrushes became part of Jordan's product range in 1927 and developed into a central area of the company's business and the basis of its international brand recognition. Production was historically associated with Norway before being transferred from Flisa to England in 2002.
Oral care · 1987
Dental floss
Jordan entered dental floss through its 1987 acquisition of Peri-dent. The acquisition broadened the company's oral-hygiene offering beyond brushing and into interdental care.
Oral care · 1966
Toothpicks
Jordan began producing toothpicks in 1966. The Flisa facility continued to manufacture toothpicks after toothbrush production was transferred to England. Jordan began producing toothpicks in 1966. Toothpick manufacturing became associated with the Flisa facility, which continued this activity after toothbrush production moved to England. The product line reflects Jordan's historical expansion from brushes into adjacent everyday-use hygiene products.
Cleaning equipment
Cleaning brushes and equipment
Cleaning brushes are part of Jordan’s broader brush and household-equipment activities. Flisa continued producing cleaning equipment after the company reorganized toothbrush manufacturing. The available sources do not establish the complete contemporary product assortment or its current sales status. Jordan has also produced cleaning brushes and cleaning equipment. The Flisa facility continued to manufacture cleaning equipment after the transfer of toothbrush production. The available sources do not establish the complete contemporary product assortment or its current sales status.
Brushes
Painting brushes
Jordan’s documented product scope includes painting brushes, reflecting the company’s historical roots in general brush manufacturing rather than oral care alone. Public reference material confirms the category but does not specify the current range, brands, or distribution channels. Painting brushes form part of Jordan’s broader manufacturing heritage. The company originally developed as a brush producer before toothbrushes became its most recognizable consumer category. Public reference material confirms the category but does not specify the current range, brands, or distribution channels.
Oral care · 1927
Jordan toothbrushes
Toothbrushes are Jordan’s principal consumer product category and the basis of the company’s international brand recognition. The company entered toothbrush manufacturing in 1927 and later increased its export orientation. Production was historically conducted in Norway before toothbrush manufacturing was moved from Flisa to England in 2002.
Oral care
Jordan dental-hygiene products
Jordan’s oral-care portfolio extends beyond toothbrushes to dental-hygiene products associated with everyday personal care. The acquisition of Peri-dent in 1987 added dental floss to the company’s historical product scope. The available references do not provide a complete current catalogue of oral-care items.
Oral and personal care accessories · 1966
Jordan toothpicks
Jordan began producing toothpicks in 1966. Toothpick manufacturing became associated with the Flisa facility, which continued this activity after toothbrush production moved to England. The product line reflects Jordan’s historical expansion from brushes into adjacent everyday-use hygiene products.
Brand decisions
2012
Acquisition by Orkla GroupM&ABackground
Jordan had developed from a Norwegian brush maker into an international dental-hygiene and household-products company. Jordan became part of a larger Nordic branded-consumer-products group.
Action taken
Orkla Group acquired Jordan.
Aftermath
Jordan continued within Orkla’s portfolio as a company associated with oral care, toothpicks, and brush-related products. The available source does not disclose transaction terms.
2002
Transfer of toothbrush production to EnglandStrategyBackground
Jordan reorganized its manufacturing network after closing the Oslo factory in 2000. Following the closure of the Oslo factory and a broader manufacturing reorganization, Jordan adjusted the location of toothbrush production.
Action taken
Toothbrush production was moved from Flisa to England, while Flisa retained toothpick and cleaning-equipment production.
Aftermath
The change created a more distributed production structure and reduced the role of the Norwegian facilities in toothbrush manufacturing. Flisa continued producing toothpicks and cleaning equipment, while toothbrush manufacturing became located outside Norway.
2000
Closure of the Oslo factoryStrategyBackground
Jordan reorganized its production footprint after maintaining manufacturing in Oslo since the company's early history.
Action taken
The original Oslo factory was closed.
Aftermath
Manufacturing continued elsewhere in the network, with Flisa retaining toothpick and cleaning-equipment production and toothbrush production later moving to England.
1987
Acquisition of Peri-dentM&ABackground
Jordan’s established toothbrush and toothpick activities were complemented by an opportunity to expand into dental floss. Jordan sought to expand its dental-hygiene activities beyond toothbrushes and related brush products.
Action taken
The company acquired Peri-dent, a producer of dental floss.
Aftermath
The transaction broadened Jordan’s historical oral-care portfolio, although the available reference does not provide financial terms or detailed integration results.
Recent events
- 2012
Jordan acquired by the Orkla Group[1]
M&A
Jordan became part of the Orkla Group through an acquisition, changing its ownership while retaining its established dental-hygiene and brush-manufacturing activities.
- 2002
Toothbrush production moved from Flisa to England[1]
Other
Toothbrush manufacturing was transferred from the Flisa operation in Norway to England. Flisa continued producing toothpicks and cleaning equipment.
- 2000
Jordan closed its Oslo factory[1]
Other
The company closed its original Oslo factory as its manufacturing network was reorganized across other locations.
- 1987
Jordan acquired Peri-dent[1]
M&A
Jordan acquired Peri-dent, a dental-floss producer, expanding its portfolio beyond toothbrushes and into interdental-care products.
Sources3 sources
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