What Haypp Group does

Haypp Group AB (publ) is a Stockholm-based, publicly listed (Nasdaq First North Growth Market: HAYPP) direct-to-consumer e-commerce company that sells nicotine pouches, snus and other smoke-free nicotine alternatives to adult consumers across seven countries through eleven distinct online storefronts. Its portfolio spans haypp.com (UK, Germany, Sweden, Austria), Nicokick.com and Northerner.com (US and select European markets), and country-specific sites such as Snusbolaget.se, Snushjem.no, Snus.com, Snuslageret.no, Snusnetto.se, Nettotobak.com, Snusmarkt.ch and Vapeglobe.de. The company served over 1.1 million active consumers as of FY2025, reported FY2025 net sales of SEK 3,712 million, and exited the UK vape and heated tobacco markets on January 1, 2026 to concentrate on oral nicotine pouches.

The company operates two integrated business lines. The primary line is asset-light, low-margin retail of third-party branded products (ZYN from Philip Morris International, VELO, plus traditional Swedish snus) sourced from major tobacco suppliers. The secondary line is a higher-margin Media & Insights data business that monetizes the structured consumer behavior data captured through its e-commerce platforms by selling real-time market intelligence back to suppliers including Philip Morris International and British American Tobacco. The technology stack is described as a bespoke e-commerce platform with digital marketing and customer insights infrastructure; SEO is positioned as the core strategic growth lever, supplemented by paid search, programmatic, affiliate, content, digital PR and CRM channels.

Commercially, Haypp reports 460,000 active customers in its Core markets and 192,000 in Growth markets as of Q1 2026. The business is concentrated around the ZYN brand, which accounted for 46% of total US sales on Nicokick.com and Northerner.com in Q2 2024, creating both a partnership strength and a supplier concentration risk. Recent strategic moves include a direct supply agreement with Philip Morris International that re-launched ZYN in the US in September 2025, a nationwide US launch of ZYN ULTRA in June 2026, a March 2026 entry into nicotine-free caffeine pouches, and senior US regulatory and legal hires (Laura Leigh Oyler, Issa Abuaita) to support FDA-facing execution. Haypp is led by CEO Gavin O'Dowd (since 2017), with Chairman Lars-Johan Jarnheimer (since 2025) overseeing a six-member board.

Name

Haypp Group

Legal name

Haypp Group AB (publ)

Website

https://hayppgroup.com

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Haypp Group is a Stockholm-based publicly listed e-commerce company operating 11 online storefronts across 7 countries, selling nicotine pouches and smoke-free alternatives to over 1.1 million consumers and monetizing consumer behavior data via a Media & Insights business serving major tobacco suppliers.

Ownership category

akta.pro rank

Product category

Online Nicotine Pouches & Snus Retail

akta.pro primary industry

Online Tobacco & Nicotine Retail (Delivery/Click & Collect) (CRANADAI)

akta.pro secondary industries

Nicotine Pouch Retail (CRANADAD), Alcohol, Tobacco & Cannabis Inventory-led Online Retailers (CRAFADAO), Dedicated Vape & E-Cigarette Shops (Specialty Retail) (CRANAEAA)

Keywords

• Nicotine pouch retail
• Online snus ecommerce
• Smoke-free alternatives
• Consumer nicotine products
• E-commerce tobacco retail

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail: Low-margin retail sales of nicotine pouches and smoke-free alternatives through 11 e-commerce brands across multiple markets. Revenue generated from product sales to consumers.
2. Media & Insights (Data Business): High-margin data and insights business serving suppliers like Philip Morris International and British American Tobacco. Captures structured consumer behavior data at scale to provide market intelligence.

Go-to-market motion2 records

Distribution channels11 records

Marketing channels9 records

Core offering

Haypp Group operates as a multi-brand e-commerce retailer of nicotine pouches, traditional Swedish snus, and smoke-free nicotine alternatives, selling through 11 distinct online storefront brands across Sweden, Norway, UK, US, Germany, Austria, and Switzerland. The group also runs a Media & Insights data business that monetizes structured consumer behavior data captured at scale, serving suppliers such as Philip Morris International and British American Tobacco with real-time market intelligence.

Product overview

Haypp Group is a leading e-commerce company operating as a multi-brand platform for smoke-free nicotine and wellness products. The portfolio consists of 11 distinct e-commerce brands across 6-7 countries, primarily selling tobacco-free nicotine pouches (including ZYN, VELO) and traditional Swedish snus through brands like Snusbolaget.se, Nicokick.com, Northerner.com, and Snushjem.no. The company recently expanded into nicotine-free caffeine pouches (March 2026) as a wellness category extension. A key differentiator is the company's Media & Insights data business that leverages structured consumer behavior data to serve tobacco industry suppliers. The platform operates primarily in Scandinavia, UK, Germany, Austria, Switzerland, and the USA.

Differentiator

Problem solved

Functional benefit

Brands

• Caffeine Pouches: Nicotine-free caffeine pouches launched in March 2026 targeting professionals, athletes, and fitness-focused consumers seeking discreet portable caffeine alternatives.
• ZYN ULTRA

Products and services

• ZYN Nicotine Pouches Tobacco-free nicotine pouches supplied by Philip Morris International and sold through Haypp Group's e-commerce storefronts (Nicokick.com, Northerner.com, Haypp.com). Available in multiple strengths (3mg, 6mg, 9mg, 11mg) and flavors for adult consumers seeking smoke-free nicotine alternatives.

Quantifiable outcome

• 98% of online customers recalled being asked to verify their age at purchase
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Philip Morris InternationalcoreOthersMajor tobacco company supplying nicotine pouch products (including ZYN brand) to Haypp Group's e-commerce platforms. Haypp serves as distribution channel for PMI's reduced-risk products.
• British American TobaccocoreOthersKey supplier partner for nicotine pouches and smoke-free products. BAT receives market intelligence and distribution through Haypp's e-commerce platforms.
• Swedish Retail Federation (Svensk Handel)minorOthersIndustry body whose E-commerce Indicator report tracks and highlights the strong performance of nicotine and tobacco products as an e-commerce category in Sweden.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• SnusKungen: Swedish online snus and nicotine pouch retailer. Comparable to Haypp's Swedish storefronts (Snusbolaget.se, Snusnetto.se, Nettotobak.com) in product focus, geography and direct-to-consumer e-commerce channel.
• Prilla: US-focused online nicotine pouch retailer selling multiple brands including ZYN, VELO and On!. Directly comparable to Haypp's Nicokick.com and Northerner.com in product assortment, target customer and online-only retail model.
• SnusDirect: Sweden-based online retailer specializing in snus and nicotine pouches sold directly to consumers across Europe. Closely comparable to Haypp's Snusbolaget.se and Snushjem.no brands in product mix, customer base and direct-to-consumer e-commerce model.

Broad incumbents

• Altria: US tobacco company behind the on! nicotine pouch brand, Helix oral nicotine subsidiary and other reduced-risk products. Comparable as a major nicotine pouch supplier competing for the same US consumer that Haypp serves through Nicokick.com and Northerner.com.
• Imperial Brands: International tobacco group with a modern oral portfolio (ZoneX, Skruf) competing in the same European nicotine pouch category where Haypp operates multiple brands. Comparable as a multi-market reduced-risk product competitor.
• British American Tobacco: Global tobacco company that owns the VELO nicotine pouch brand and Ryde/other oral nicotine brands carried on Haypp's platforms. Comparable as a multi-market smoke-free portfolio owner that both supplies and competes with Haypp's retail platform.
• Philip Morris International: Global tobacco company that owns ZYN, the dominant US nicotine pouch brand supplied to Haypp. Overlaps with Haypp's core assortment, has the capability to go direct-to-consumer bypassing Haypp, and is also a Media & Insights customer — making it both a key supplier and a strategic risk.

Others

• Swedish Match: Now a subsidiary of Philip Morris International, Swedish Match is the legacy manufacturer of Swedish snus and other oral nicotine products. Comparable as a primary upstream supplier to Haypp's Swedish snus brands and a category-defining competitor.

Emerging players

• Rogue Holdings: US-based nicotine pouch brand with a strong direct-to-consumer and retail omnichannel presence. Comparable to Haypp as an emerging competitor targeting the same smoke-free adult consumer segment in the US market.
• Lucy Goods: DTC nicotine pouch brand selling direct-to-consumer online in the US, partially overlapping Haypp's product category with a more concentrated single-brand digital playbook. Comparable as an emerging DTC rival to Haypp's Nicokick.com and Northerner.com.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/HayppGroup
• LinkedInlinkedin.com/company/haypp-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Haypp Group