Avio
AKTIV AS (Aktiv) is a privately held Norwegian direct-to-consumer e-commerce retailer that sells kayaking, fishing, winter, and outdoor equipment from international brands to Norwegian consumers through its aktiv.as online storefront.
- Company typePrivate
- Founded1992
- HeadquartersEbeltoft, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Avio does
AKTIV AS, doing business as Aktiv, is a privately held Norwegian direct-to-consumer e-commerce retailer specializing in outdoor recreation equipment, registered as a Norwegian public limited company (Aksjeselskap) under organization number 976293053MVA. The company operates the aktiv.as online storefront, selling kayaking equipment (sea kayaks, recreational kayaks, training kayaks, canoes, paddles, life vests, spray skirts, safety gear, and paddling apparel including dry suits), fishing equipment (spinning, sea fishing, and trolling gear), winter products, and general outdoor equipment. The assortment is built around a curated portfolio of more than 20 international brands, including Kokatat, Ortlieb, Pelican, Astral, Aqua Bound, Savage Gear, Okuma, ABU, and Level Six, positioning Aktiv as a specialized Norwegian destination for paddling and fishing enthusiasts rather than a general sporting goods retailer.
The business model is straightforward DTC e-commerce with a one-time purchase revenue stream: products are listed on the aktiv.as website, customers register accounts, add items to a shopping cart, and check out using the Bambora payment processor. There is no physical retail footprint, no disclosed B2B or wholesale channel, and geographic operations are confined to Norway. The technology layer is built on the third-party Proline e-commerce platform, indicating a capital-light operating posture with no proprietary technology assets disclosed. Pricing is not publicly disclosed on the storefront, and no headcount, revenue, or funding data is available, underscoring that this is a small, privately operated niche retailer with limited public financial visibility.
Avio firmographics
Firmographics- Name
- Avio
- Legal name
- AKTIV AS
- Website
- https://avio.dk
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AKTIV AS (Aktiv) is a privately held Norwegian direct-to-consumer e-commerce retailer that sells kayaking, fishing, winter, and outdoor equipment from international brands to Norwegian consumers through its aktiv.as online storefront.
- Ownership category
- akta.pro rank
Avio industry classification
Industry- Product category
- Outdoor Recreation Equipment Retail
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)
- akta.pro secondary industries
- Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Saltwater & Offshore Fishing Specialty Retail (CRAMALAC), Paddling & Packrafting Gear Retail (CRAMAAAL)
Keywords
Where Avio is headquartered
LocationHeadquarters
- HQ city
- Ebeltoft
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Avio business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Retail Product Sales: The company generates revenue through direct retail sales of outdoor recreation equipment including kayaks, kayak gear, fishing equipment, and outdoor apparel. Products are sold directly to consumers through their e-commerce website with pricing based on product cost.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Avio product offering
Product offeringCore offering
AKTIV AS is a Norwegian direct-to-consumer e-commerce retailer selling outdoor recreation equipment through its aktiv.as website. Its catalog spans paddling gear (sea kayaks, recreational kayaks, training kayaks, canoes, paddles, life vests, spray skirts, safety equipment, and paddling clothing including dry suits), fishing equipment (spinning/baitcasting rods and reels, sea fishing and trolling gear, lines, and tackle), winter products, and general outdoor equipment (e.g., sunscreen). The company curates and resells products from multiple international brands such as ABU, Aqua Bound, Astral, Kokatat, Ortlieb, Pelican, Okuma, Savage Gear, Kajak Sport, and Level Six to Norwegian consumers.
Product overview
Avio operates as a Norwegian outdoor equipment e-commerce retailer offering paddling gear (sea kayaks, recreational kayaks, canoe equipment, paddles, life vests, spray skirts, safety gear, and paddling clothing), fishing equipment (spinning gear, sea fishing/trolling equipment, lines, and accessories), winter products, and general outdoor equipment. The company carries multiple branded product lines across all categories and sells directly to consumers through its online platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Padling (Paddling) Paddling equipment category offering kayaks (sea kayaks, recreational kayaks, training kayaks), canoes, paddles, life vests, spray skirts, safety equipment, lights/strobes, waterproof storage, transport accessories, films and books, kayak parts, and paddling clothing including dry suits, jackets, pants, footwear, gloves, headwear, and underwear. Targeted at paddling enthusiasts in Norway.
- Fiske (Fishing) Fishing equipment category covering spinning/baitcasting gear (rods, reels, lures), sea fishing and trolling equipment (rods, reels, pilkers, hooks), and miscellaneous fishing supplies (lines, clamps, storage bags, sinkers). Targeted at anglers in Norway.
- Vinterprodukter (Winter Products) Winter outdoor products category on the aktiv.as storefront, available to Norwegian consumers for cold-weather outdoor activities.
- Friluftsutstyr (Outdoor Equipment) General outdoor equipment category on the aktiv.as storefront, including sunscreen and other outdoor accessories aimed at Norwegian outdoor recreation users.
Companies that use Avio
Customer profileSegments1 record
Ideal customer profiles1 record
Avio technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Avio partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor.
- ABUminorABU is a fishing equipment brand carried by AKTIV AS. Products include fishing rods, reels, and tackle sold through the aktiv.as platform.
- AQUA BOUNDminorAqua Bound is a kayak equipment brand whose products are sold through AKTIV AS's retail platform.
- ASTRALminorAstral outdoor gear brand carried by AKTIV AS for kayak and outdoor equipment.
- KOKATATminorKokatat is a premium dry suit and paddling apparel brand whose products are sold through AKTIV AS.
- ORTLIEBminorOrtlieb is a waterproof gear and bags brand carried by AKTIV AS for kayaking storage solutions.
- PELICANminorPelican kayaks and outdoor equipment brand sold through AKTIV AS's Norwegian retail platform.
- OKUMAminorOkuma fishing equipment brand whose products including fishing rods and reels are sold through AKTIV AS.
- SAVAGE GEARminorSavage Gear fishing tackle brand carried by AKTIV AS for spinning and sea fishing equipment.
- KAJAK SPORTminorKajak Sport is a kayak equipment brand sold through AKTIV AS's platform.
- LEVEL SIXminorLevel Six paddling apparel brand carried by AKTIV AS for kayak clothing and gear.
Recent moves5 records
Expansion highlights2 records
Avio competitors and assessment
Company assessmentBroad incumbents
- XXL ASA: Norwegian-headquartered sporting goods retailer (XXL.no) operating large omnichannel stores across the Nordics. Competes directly with AKTIV in paddling, fishing, and outdoor gear categories but at far greater scale and brand breadth.
- Sport1: Norwegian sporting goods retail chain with physical stores and online channel. Overlaps with AKTIV in fishing, kayaking, and outdoor equipment but operates as a multi-category chain rather than a paddling specialist.
- Decathlon: Global sporting goods retailer with strong Norwegian presence (decathlon.no) and an extensive in-house brand portfolio. Competes in kayaking, fishing, and outdoor apparel but at significantly larger scale and lower price points.
- REI Co-op: US outdoor cooperative with strong e-commerce presence across paddling, fishing, and outdoor apparel. Analogous specialist outdoor retailer but at vastly larger scale and with US market focus.
Direct peers
- Fjellsport.no: Norwegian online outdoor and activity retailer (fjellsport.no) focused on outdoor recreation gear. Closely comparable to AKTIV in product mix and target customer, though more weighted toward hiking, climbing, and camping.
- Expedit.no: Norwegian online specialty outdoor retailer carrying kayaking, fishing, and outdoor gear for Nordic consumers. Closely comparable to AKTIV's DTC e-commerce model and category focus.
- Kitchn.no: Norwegian outdoor and lifestyle e-commerce retailer active in paddling, hiking, and outdoor apparel. Comparable DTC e-commerce positioning to AKTIV within the Norwegian market.
- Friluftsbutikken (Sportshuset): Norwegian online outdoor store with categories for paddling, fishing, and outdoor recreation. Comparable single-country specialist e-commerce retailer serving the same Norwegian outdoor enthusiast customer.
- Backcountry: US-based specialty outdoor e-commerce retailer (backcountry.com) focused on curated outdoor gear across paddling, fishing, and adventure categories. Most comparable international analog to AKTIV's specialist DTC model.
Others
- Norrøna: Norwegian premium outdoor brand with direct-to-consumer site selling outdoor apparel and gear. Less directly competitive on selection but overlaps with AKTIV on Norwegian outdoor customers and premium brand positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Avio social profiles
Digital presenceAvio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Avio leadership team
Management profileNumber of profiles
Avio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Avio M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Avio
What does Avio do?
AKTIV AS is a Norwegian direct-to-consumer e-commerce retailer selling outdoor recreation equipment through its aktiv.as website. Its catalog spans paddling gear (sea kayaks, recreational kayaks, training kayaks, canoes, paddles, life vests, spray skirts, safety equipment, and paddling clothing including dry suits), fishing equipment (spinning/baitcasting rods and reels, sea fishing and trolling gear, lines, and tackle), winter products, and general outdoor equipment (e.g., sunscreen). The company curates and resells products from multiple international brands such as ABU, Aqua Bound, Astral, Kokatat, Ortlieb, Pelican, Okuma, Savage Gear, Kajak Sport, and Level Six to Norwegian consumers.
Is Avio a public or private company?
Avio is a private company. It is classified as unknown and is currently operating.
When was Avio founded?
Avio was founded in 1992. It employs 11 to 50 people.
Where is Avio based?
Avio is headquartered in Ebeltoft, Denmark, in the Europe region.
How does Avio make money?
One revenue line is on record: retail Product Sales.
Who are Avio's main competitors?
Broad incumbents on record are XXL ASA, Sport1, Decathlon and REI Co-op. Direct peers are Fjellsport.no, Expedit.no, Kitchn.no, Friluftsbutikken (Sportshuset) and Backcountry. Norrøna is listed as an others.
Does Avio have an API?
No public API is recorded for Avio.
What industry is Avio in?
Avio's product category is Outdoor Recreation Equipment Retail. Its primary akta.pro industry code is CRAMAIAD, Paddle Sports Retail (Kayak, Canoe, SUP, Paddles), with a secondary code of CRAMAMAA, Camping, Hiking & Backpacking Gear Retail. Its NAICS code is 45911 and its SIC code is 3949.