What Outnorth does

Outnorth is a Scandinavian online outdoor retailer founded in 2003 by Johan Karlström, headquartered in Sweden, and operating as part of the Outnordic AB parent group. The company serves Nordic and European consumers through localized e-commerce storefronts in Norway, Sweden, Denmark, and Finland, with worldwide shipping available. Its assortment spans women's, men's, and children's outdoor clothing and footwear, plus comprehensive outdoor equipment (backpacks, tents, sleeping bags, climbing gear, ski equipment, fishing, hunting, cycling, and paddling gear) drawn from over 400 brands including Haglöfs, Fjällräven, Arc'teryx, Salomon, Norrøna, HOKA, and The North Face. Outnorth also operates two private label brands: Urberg (general outdoor clothing and equipment) and Sydvang (tents and camping equipment), and runs two dedicated sub-brand storefronts: Outnorth Price (continuously price-matched bestsellers) and Outlet (discounted clearance inventory).

The company's technology platform is built on Microsoft Azure cloud infrastructure with Cloudflare for CDN and security, supported by an analytics stack of Google Analytics, Microsoft Clarity, and Adobe Analytics for customer behavior tracking. A Cookie Information-powered consent management system handles GDPR and ePrivacy compliance across the multi-market storefronts. Distribution is exclusively online via the outnorth.com website and iOS/Android mobile apps, with logistics partnerships through Bring for parcel delivery and Instabox for self-service parcel locker pickup; shipping is free over 999 kr with a 30-day open purchase policy and climate-compensated fulfillment via Trees for All.

Outnorth's business model is transaction-based direct-to-consumer retail with unit pricing, supplemented by seasonal promotional campaigns offering up to 60% discounts, an outlet clearance program with up to 75-80% off, and continuous price matching on bestsellers. The customer base is segmented across outdoor enthusiasts (primary), families with children, and sustainability-conscious consumers. Sustainability is a core positioning pillar: Urberg is a 1% For the Planet member (over 4 million SEK donated), the company is a certified Fur Free Retailer, uses Amfori/BSCI for ethical supply chain monitoring, and compensates Scope 1, 2, and partial Scope 3 emissions. In 2021, Outnorth received a SEK 75 million growth equity investment from Verdane to accelerate Nordic and international expansion; in 2019 it acquired Tindeberg. The company has 51-100 employees and describes itself as one of the largest outdoor retailers in the Nordic region.

Name

Outnorth

Legal name

Outnorth AB

Website

https://outnorth.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Outnorth is a Scandinavian e-commerce outdoor retailer serving Nordic and international consumers with clothing, footwear, and equipment from 400+ brands plus its own Urberg and Sydvang private labels, operating exclusively online via localized storefronts and a mobile app.

Ownership category

akta.pro rank

Product category

Outdoor Apparel and Equipment Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Camping & Overlanding Equipment Retail (CRAMAAAC), Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

Keywords

• Outdoor clothing retail
• Scandinavian outdoor gear
• Outdoor equipment e-commerce
• Hiking apparel sales
• Nordic outdoor retailer

Headquarters

HQ city

Kalmar

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Outnorth generates revenue through direct e-commerce sales of outdoor clothing, footwear, and equipment. The business model is transaction-based with one-time purchases; customers buy individual products at listed prices with various promotional discounts available. The company also operates an Outlet section for discounted inventory and Outnorth Price for price-matched bestsellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Outnorth is an online Scandinavian outdoor retailer selling clothing, footwear, and equipment for hiking, skiing, camping, climbing, running, cycling, fishing, hunting, and other outdoor activities. The company offers products from over 400 third-party brands plus its own private labels Urberg and Sydvang, organized by activity and gender (women's, men's, children's) across localized Nordic storefronts. The retailer operates exclusively online with no physical stores, providing free shipping over 999 kr, free returns, 30-day open purchase, and climate-compensated delivery.

Product overview

Outnorth is a Scandinavian online outdoor retailer offering a comprehensive e-commerce platform for outdoor enthusiasts. The product portfolio consists of women's, men's, and children's clothing and footwear (core product categories) organized by activity types such as hiking, running, camping, climbing, skiing, and cycling. The company operates through its main e-commerce website and mobile app, supplemented by private label brands Urberg and Sydvang, the Outnorth Price discounted bestsellers section, and an Outlet for discontinued items. Outnorth offers no physical retail stores—all sales occur through online channels with delivery throughout Scandinavia and internationally. The company provides educational guides covering camping, hiking, skiing, and outdoor cooking to support customer purchasing decisions.

Differentiator

Problem solved

Functional benefit

Brands

• Urberg: Outnorth's own private label outdoor brand; members of 1% For the Planet, donating at least 1% of Urberg revenue to environmental organizations including Naturarvet, Naturvernforbundet, WWF Sverige, and John Nurminen Foundation. Has donated over 4 million SEK to causes such as protecting old-growth forests in Sweden.

Products and services

• Women's Outdoor Clothing Women's outdoor clothing including hiking wear, ski clothing, jackets, pants, and base layers from brands like Fjällräven, Haglöfs, Kari Traa, and Norrøna, targeted at female outdoor enthusiasts.
• Women's Outdoor Footwear Women's footwear including running shoes, hiking boots, sandals, and alpine boots for outdoor activities, targeted at female outdoor enthusiasts.
• Men's Outdoor Clothing Men's outdoor clothing for hiking, running, skiing, climbing, and other outdoor activities from brands like Arc'teryx, Black Diamond, Lundhags, and Fjällräven, targeted at male outdoor enthusiasts.
• Men's Outdoor Footwear Men's footwear including running shoes, trail shoes, hiking boots, and sandals for various outdoor activities, targeted at male outdoor enthusiasts.
• Children's Outdoor Clothing Children's outdoor clothing for hiking and skiing including rain gear, fleece jackets, pants, and accessories from brands like Didriksons, Isbjörn of Sweden, Lindberg, and Reima, targeted at parents shopping for kids.
• Children's Outdoor Footwear Children's outdoor footwear including boots, sandals, and sneakers for various outdoor activities, targeted at parents shopping for kids.
• Outdoor Equipment (Turutstyr) Comprehensive outdoor equipment including backpacks, tents, sleeping bags, camping gear, electronics, headlights, climbing gear, ski equipment, safety gear, fishing equipment, paddling gear, cycling gear, and hunting equipment for outdoor enthusiasts.
• Activity-Based Product Collections Products organized by activity including hiking, running, camping, climbing, paddling, roller skiing, training, swimming, travel, fishing, hunting, cycling, yoga, slackline, crisis preparedness, GORE-TEX, skiing, snowboarding, and skating.
• Outnorth Price Bestsellers Carefully selected bestsellers that are continuously matched against the market to offer attractive prices, usually excluded from other promotions.
• Outlet Section Discounted products including items being phased out or with limited sizes remaining, maintaining the same high quality as the regular assortment.
• Urberg Private Label Brand Outnorth's own outdoor brand offering clothing and equipment for hiking. The brand donates 1% of revenue to environmental causes through 1% For the Planet.
• Sydvang Private Label Brand Outnorth's own outdoor brand specializing in tents and camping equipment.
• Outnorth Mobile App Mobile application for iOS and Android enabling customers to shop the outdoor assortment on mobile devices.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Trees for AllcoreStrategic or Co-development PartnerClimate compensation partnership through Trees for All in Plan Vivo-certified projects in Bolivia and Mexico. Outnorth measures and reports emissions per GHG Protocol and compensates Scope 1, 2, and partial Scope 3 emissions including freight, business travel, waste, commuting, IT equipment, packaging, and office supplies.
• Amfori/BSCIcoreStrategic or Co-development PartnerEthical supply chain monitoring partnership. Outnorth uses Amfori/BSCI for their own brands, conducting inspections of suppliers against common ethical guidelines and helping factories improve working conditions for their employees.
• 1% For the PlanetcoreStrategic or Co-development PartnerThrough the Urberg brand, Outnorth is a member of 1% For the Planet, committing to donate at least 1% of Urberg's revenue to environmental organizations. Have donated over 4 million SEK to organizations including Naturarvet, Naturvernforbundet, WWF Sverige, and John Nurminen Foundation.
• Naturarvet (The Natural Heritage Foundation)minorStrategic or Co-development PartnerSwedish foundation that purchases old-growth forests to protect them from deforestation. Through Urberg's 1% For the Planet membership, Outnorth has donated over 1.2 million SEK to protect forests in Ekås beech forest, Söderboda old-growth forest, and Svartsundet old-growth forest.
• FriluftsfrämjandetminorGTM or Marketing PartnerProud partnership with the Swedish outdoor association Friluftsfrämjandet, which promotes outdoor activities and nature experiences.
• Adventure AcademyminorGTM or Marketing PartnerPartnership with Adventure Academy for outdoor education and skill development content.
• BringcoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for parcel delivery across Norway. Bring handles delivery to pickup points and home delivery with tracking capabilities. Packages held at pickup points for 7 days before return.
• InstaboxminorChannel Partner/ Reseller/ DistributorSmart parcel locker partnership for convenient self-service pickup. Packages stored for 3 days (weekends count as half days). Free re-delivery to same or different smart locker within 10 days.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sportamore: Swedish online sports and outdoor retailer operating a multi-brand e-commerce platform across the Nordics. Highly comparable model: pure online, multi-brand, free shipping thresholds, Outlet sections, and similar brand portfolio overlap (Haglöfs, Salomon, Arc'teryx).
• XXL ASA: Norway-headquartered multi-category sports retailer (Oslo Børs listed) operating across the Nordics with both physical stores and e-commerce. Comparable in Nordic outdoor assortment and brand mix, but larger scale and omnichannel versus Outnorth's pure e-commerce model.
• Addnature: UK-based pure online outdoor retailer specializing in hiking, camping, climbing, and running gear with curated multi-brand assortment. Closely comparable business model and category focus to Outnorth; serves UK/Ireland versus Outnorth's Nordic footprint.
• Bergfreunde: German pure-play online outdoor retailer with a multi-brand portfolio spanning climbing, hiking, ski touring, and camping. Closely aligned business model to Outnorth — pure e-commerce, multi-brand curated assortment, content-led SEO, and similar premium brand mix.
• Globetrotter Ausrüstung: German outdoor specialist with strong e-commerce plus flagship physical stores, offering multi-brand outdoor gear with deep category expertise. Comparable assortment, premium brand portfolio, and content marketing approach; larger scale and omnichannel versus Outnorth.
• Naturkompaniet: Swedish outdoor specialty retailer (owned by Fenix Outdoor International) with physical stores and e-commerce, focusing on premium Scandinavian outdoor brands. Directly competes with Outnorth on assortment and brand portfolio; comparable customer base but omnichannel and broader footprint.

Broad incumbents

• Stadium: Swedish multi-category sports chain with strong e-commerce and 100+ physical stores across the Nordics. Comparable in product breadth and Nordic market overlap but broader sporting goods scope and far larger scale than Outnorth's outdoor specialty focus.
• Decathlon: Global sporting goods retailer with vertically integrated own-brand dominance across outdoor categories and significant Nordic retail/e-commerce presence. Comparable as a competitor in outdoor gear but vastly larger scale and full vertical integration set it apart from Outnorth's curated multi-brand model.
• Zalando: European e-commerce fashion and lifestyle platform with a growing outdoor and sports assortment, including Nordic brand partnerships. Indirect competitor through consumer overlap and platform-level reach; vastly broader category scope than Outnorth's outdoor specialization.

Regional players

• Backcountry: US-based pure-play online outdoor and action sports retailer offering curated multi-brand gear with content-led marketing (Gearhead reviews, expert advice). Highly comparable business model — pure e-commerce, multi-brand outdoor — but operates exclusively in North America.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/OutnorthTV
• Facebookfacebook.com/Outnorth.no
• Instagraminstagram.com/outnorth
• Xx.com/outnorth_com
• LinkedInlinkedin.com/company/outnorth-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Outnorth