Jordan

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.

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.

1. 2012Acquired by Orkla

   Jordan was acquired by the Orkla Group and became part of its corporate portfolio.

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2. 2002Toothbrush production transferred to England

   Toothbrush production moved from Flisa to England, while Flisa continued making toothpicks and cleaning equipment.

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3. 2000Oslo factory closed

   Jordan closed its original Oslo production site.

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4. 1987Peri-dent acquired

   Jordan acquired dental-floss producer Peri-dent, extending its oral-care portfolio.

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5. 1969Flisa factory opened

   Jordan opened an additional production facility at Flisa in Norway.

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6. 1966Toothpick production added

   Jordan expanded into toothpick manufacturing, adding a complementary oral-hygiene product category.

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7. 1960Greater emphasis on exports

   The company increased its focus on international exports.

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8. 1927Toothbrush manufacturing began

   Jordan entered toothbrush production, beginning its long-term development as a dental-hygiene manufacturer.

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9. 1837Company founded in Oslo

   Wilhelm Jordan established W. Jordan Börste & Penselfabrik in Oslo. The company initially manufactured combs before expanding into brushes.

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A long-established Scandinavian-origin manufacturer focused on practical dental-hygiene products and related brush categories.

• ToothbrushesOral care1927

  Toothbrushes became part of Jordan’s product range in 1927 and developed into a central area of the company’s business. Production was historically associated with Norway before being transferred from Flisa to England in 2002.

• Dental flossOral care1987

  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.

• ToothpicksOral care1966

  Jordan began producing toothpicks in 1966. The Flisa facility continued to manufacture toothpicks after toothbrush production was transferred to England.

• Cleaning brushesCleaning 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.

• Painting brushesBrushes

  Jordan’s documented product scope includes painting brushes, reflecting the company’s historical roots in general brush manufacturing rather than oral care alone.

• 2012Acquisition by OrklaM&A

  Jordan had developed from a Norwegian brush maker into an international dental-hygiene and household-products company.

  What changed. Orkla acquired Jordan.

  Aftermath. Jordan became a subsidiary within the Orkla Group.

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• 2002Transfer of toothbrush production to EnglandStrategy

  Jordan reorganized its manufacturing network after closing the Oslo factory in 2000.

  What changed. 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.

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• 1987Acquisition of Peri-dentM&A

  Jordan’s established toothbrush and toothpick activities were complemented by an opportunity to expand into dental floss.

  What changed. Jordan acquired Peri-dent, a dental-floss producer.

  Aftermath. The transaction expanded Jordan’s portfolio into interdental-care products.

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• 2012Jordan acquired by the Orkla Group

  Jordan became part of the Orkla Group through an acquisition, changing its ownership while retaining its established dental-hygiene and brush-manufacturing activities.

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• 2002Toothbrush production moved from Flisa to England

  Toothbrush manufacturing was transferred from the Flisa operation in Norway to England. Flisa continued producing toothpicks and cleaning equipment.

  Other
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• 2000Jordan closed its Oslo factory

  The company closed its original Oslo factory as its manufacturing network was reorganized across other locations.

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• 1987Jordan acquired Peri-dent

  Jordan acquired Peri-dent, a dental-floss producer, expanding its portfolio beyond toothbrushes and into interdental-care products.

  M&A
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1. Jordan (dental company)