Devold of Norway
Devold of Norway is a 1853-founded Norwegian wool apparel manufacturer (subsidiary of Fenix Outdoor Group) selling premium merino and Norwegian wool base layers, outerwear, and socks direct-to-consumer via devold.com and seven Norwegian stores across six European countries.
- Company typePrivate
- Founded1853
- HeadquartersLangevaag, Norway
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Devold of Norway does
Devold of Norway is a Norwegian wool apparel manufacturer founded in 1853 by Ole Andreas Devold in Western Norway and now operating as Devold Retail AS (Norwegian org. no. 975 984 184), a subsidiary of the Swedish-listed outdoor conglomerate Fenix Outdoor Group. The company designs and produces merino and Norwegian wool base layers, mid-layers, outerwear, and socks, with proprietary technologies including Total Easy Care (TEC), Aquaduct moisture management, Herøy Merino blend, and Wool Mesh construction. Its customer base consists of outdoor enthusiasts, performance athletes, and parents of infants and children, with demand reinforced by an ambassador program featuring polar explorers, ultra-runners, and freeriders.
Devold operates a vertically integrated "Sheep to Shop" model that is its defining structural feature. The company contracts directly with 48 named farms in New Zealand and a partner in Uruguay for raw wool, uses a co-owned environmentally certified dye mill, and manufactures finished garments at its own factory in Panevėžys, Lithuania, which opened in 2015 and employs 337 people. The end-to-end control of fiber-to-garment supply is used as a marketable provenance and sustainability attribute, supported by Nordic Swan Ecolabel and OEKO-TEX certifications, with EU Ecolabel pursuit approved by the board in 2023.
The company monetizes almost exclusively through direct-to-consumer channels: the devold.com e-commerce site and seven physical retail locations in Norway, with shipping to six European countries (Norway, Sweden, Denmark, Finland, Germany, Austria). Pricing is premium-mid, with jackets at NOK 1,999-3,299 and socks at NOK 129-349. The commerce stack uses Algolia for search and recommendations, Adyen for payments, Klarna for buy-now-pay-later, and DHL Express for fulfillment. In March 2025, the company launched the Sheep to Shop Education Programme in Wanaka, New Zealand, formalizing direct engagement with its wool-growing partner farms.
Devold of Norway firmographics
Firmographics- Name
- Devold of Norway
- Legal name
- Devold Retail AS
- Website
- https://devold.com
- Company type
- Private
- Founded year
- 1853
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Devold of Norway is a 1853-founded Norwegian wool apparel manufacturer (subsidiary of Fenix Outdoor Group) selling premium merino and Norwegian wool base layers, outerwear, and socks direct-to-consumer via devold.com and seven Norwegian stores across six European countries.
- Ownership category
- akta.pro rank
Devold of Norway industry classification
Industry- Product category
- Outdoor Apparel and Wool Clothing
- NAICS
- Apparel Manufacturing (315), Apparel Knitting Mills (3151), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Knit Outerwear Mills (2253), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
- akta.pro secondary industries
- Knitwear & Sweaters Manufacturers (CRAAAAAJ), Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA)
Keywords
Where Devold of Norway is headquartered
LocationHeadquarters
- HQ city
- Langevaag
- HQ country
- Norway
- HQ region
- Europe
Offices8 records
Markets served
Devold of Norway business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Devold sells directly to consumers through its e-commerce platform devold.com, shipping to Norway, Sweden, Denmark, Finland, Germany, and Austria. Orders are processed and shipped from the company's warehouse with DHL Express delivery within 2-5 business days. The company offers a 14-day right of withdrawal.
- Physical Retail Sales: Devold operates physical retail locations including a brand store in Oslo and outlet stores in Langevåg, Valldal, Vestby, Stavanger, Hellesylt, and Dyrkorn.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baselayer products (underwear, longs, shirts) |
| Unit Pricing | Pay-as-you-go | Mid-layer products (jackets, vests, sweaters) |
| Unit Pricing | Pay-as-you-go | Socks and accessories |
| Unit Pricing | Pay-as-you-go | Shipping costs by country |
| Unit Pricing | Pay-as-you-go | Children's and baby products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Devold of Norway product offering
Product offeringCore offering
Devold of Norway designs, manufactures, and sells merino wool and Norwegian wool garments for outdoor activities and everyday wear. The product portfolio spans baselayers, midlayers, outer layers, sweaters, jackets, vests, socks, and accessories across women, men, kids, and baby categories. Production is vertically integrated through an OEKO-TEX certified factory in Lithuania, with direct wool sourcing from 48 farms in New Zealand and a partner in Uruguay.
Product overview
Devold of Norway is a vertically integrated wool clothing manufacturer founded in 1853, offering a broad portfolio of merino wool and Norwegian wool garments organized into product families (Adventure, Breeze, Breeze Plus, Duo Active, Endurance, Everyday sub-tiers, Expedition, Explorer, Herøy, Islender, Lauparen, Nansen, Nordsjø, Svalbard, Thermo, Wool Mesh, Waste Wool, Berle) and product categories (baselayers, t-shirts, sweaters, jackets/vests, pants/tights, shorts, socks/accessories, baby clothing). Products span baselayer, midlayer, and outer layer categories across women, men, kids, and baby demographics, with activities including hiking, trekking, ski touring, cross-country skiing, expedition, hunting/fishing, running, and everyday activewear. Key material technologies include Total Easy Care (TEC) treatment for machine-washable merino, the Aquaduct moisture-transport construction, and dual-layer Duo Active (merino outside, ThermoLite inside). Devold owns its own OEKO-TEX® certified factory in Panevėžys, Lithuania, and operates the Sheep to Shop direct wool sourcing model with farms in New Zealand and Uruguay. Products are distributed through the devold.com online store to Norway, Sweden, Denmark, Finland, Germany, and Austria.
Differentiator
Problem solved
Functional benefit
Products and services
- Baselayer (women) Women's baselayer garments including short-sleeved shirts, long-sleeved shirts, longs (long johns), and underwear, made from merino wool for temperature regulation and moisture management.
- Baselayer (men) Men's baselayer garments including short-sleeved shirts, long-sleeved shirts, longs (long johns), and underwear, made from merino wool for outdoor and active use.
- Baselayer (kids) Wool baselayer clothing for juniors (9-16 years) and kids (2-8 years), designed for active outdoor play and temperature regulation in all seasons.
- T-shirts (women) Light woollen t-shirts and singlets for women, offering breathable comfort and natural odour resistance for active days and everyday use.
- T-shirts (men) Light woollen t-shirts for men, offering breathable comfort and natural odour resistance for active and everyday wear.
- Knitted sweaters Traditional knitted wool sweaters, including the iconic Islender (introduced in the 1850s), made from 100% pure Norwegian wool for fishermen and outdoor workers.
- Sweaters Wool sweaters including the Nansen series (named after Fridtjof Nansen), Sørisen, Nordsjø, and Svalbard, made from 100% pure new wool for warmth in cold conditions.
- Jackets and vests Lightweight jackets and vests including the Herøy Merino Jacket (54% merino wool / 40% polyamide / 6% elastane, wind-resistant) and the Endurance Merino Vest, designed for hiking, mountain activities, and endurance training.
- Pants and tights Wool pants and tights for women and men, designed for outdoor activities with moisture-wicking and temperature-regulating properties.
- Shorts Wool shorts for women and men, suitable for everyday activewear and outdoor activities in warmer conditions.
- Socks and accessories Wool socks and accessories including hiking socks, everyday socks, liner socks, caps, beanies, headbands, neck gaiters, balaclavas, gloves, and mittens. Key products include Multi Merino, Endurance Merino Sock, Adventure Merino Medium Sock, Hiking Merino Liner/Light Sock, Daily Merino Sock, Archive Merino Sock, Nansen Wool Sock, and Herøy Merino Cap.
- Baby clothing (0-3 years) Wool clothing for babies and toddlers, including the Breeze Merino collection (beanie, body, sleepsuit, longs), Duo Active Merino (body, longs), Nibba Merino Suit, Hildre Merino (beanie, mittens), and Baby Merino Sock, all made from soft merino wool gentle on sensitive skin.
- Breeze product family Ultra-light, itch-free 100% merino wool garments (150 g/m²) for warm-weather outdoor use. Includes Breeze Merino Shirt, Breeze Merino Longs, Breeze Merino Beanie, Breeze Merino Body, Breeze Merino Sleepsuit, and Breeze Merino Headover, available across women, men, kids, and baby categories.
- Duo Active product family Dual-layer garments with soft merino wool on the outside and ThermoLite (or recycled material for kids/baby) on the inside, providing warmth and comfort for everyday wear. Available as shirts, longs, zip neck, and body for women, men, kids, and babies.
- Endurance product family Designed for endurance training and high-intensity activities. Includes Endurance Merino Vest Woman (back ventilation, high collar, zippered chest pocket, wind-resistant merino blend) and Endurance Merino Sock / Endurance Merino Low Sock, featuring 53% merino wool for temperature regulation and odour resistance.
- Expedition product family Designed for extreme cold and expedition conditions, featuring Aquaduct construction for moisture transport. Includes Expedition Merino Shirt Junior and Expedition Merino Longs Junior, keeping users warm in the harshest environments.
- Herøy product family Made from a unique merino wool-blended fabric (54% merino wool / 40% polyamide / 6% elastane) that is strong, soft, light, and wind-resistant. Includes the Herøy Merino Jacket Woman and Herøy Merino Cap, designed for mountain hiking with backpacks and harnesses in mind.
- Islender product family The iconic Norwegian knitted sweater dating to the 1850s, originally made for fishermen and coastal workers. Includes Original Islender Wool Sweater (100% pure new Norwegian wool, 32-36 micron) and Islender Refined Sweater (slightly lighter version). The Islender pattern has remained unchanged for generations.
- Nansen product family Classic wool sweaters named after Fridtjof Nansen, who crossed Greenland in 1888 wearing Devold wool. Includes Nansen Wool High Neck (100% pure new Norwegian wool), Nansen Wool Zip Neck, Nansen Legacy Sweater, and Nansen Wool Sock (80% pure new Norwegian wool, 163g).
- Svalbard product family Wool sweaters designed for cold conditions, named after the Arctic archipelago. Includes Svalbard Wool High Neck and Svalbard Wool Zip Neck.
Quantifiable outcome
- Wool can absorb up to 35% of its own weight in moisture without feeling wet
- +3 more outcomes
Companies that use Devold of Norway
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Devold of Norway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Devold of Norway partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Sheep to Shop Education ProgrammecoreLaunched March 2025 in Wanaka, the SSEP is a 12-month training programme for wool growers in New Zealand (Marlborough, Canterbury, MacKenzie/Waitaki, and Central Otago regions). Provides expert-led education to enhance collaboration and ensure excellence at every stage of production.
- 48 Farms in New ZealandcoreDevold sources merino wool directly from 48 carefully selected farms in New Zealand through its 'Sheep to Shop' model. These family farms operate sustainably with mulesing-free practices, and Devold imposes stringent animal welfare and land management requirements.
- Uruguay Wool PartnercoreDevold partners with a merino wool producer in Uruguay who has developed merino wool through generations. The operation is highly sustainable and mulesing is not allowed in Uruguay.
- Lithuanian Factory (Self-owned)coreDevold owns its own OEKO-TEX certified factory in Panevėžys, Lithuania, opened in 2015. The factory employs 337 people and produces all Devold garments with comprehensive quality control.
- Co-owned Environmentally Certified Dye MillcoreDevold co-owns an environmentally certified dye mill (located in Lithuania) which ensures that Devold's wool is free of hazardous dyes. All chemicals used in products and packaging meet EU chemical regulation REACH.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Devold of Norway competitors and assessment
Company assessmentDirect peers
- Icebreaker: New Zealand-origin merino wool outdoor apparel brand, now owned by VF Corp. Direct competitor in merino baselayers, midlayers, and socks targeting outdoor enthusiasts — overlapping almost entirely with Devold's core offerings.
- Smartwool: Merino wool sock and apparel brand (VF Corp subsidiary). Direct competitor in merino socks, baselayers, and accessories with a similar DTC-plus-wholesale model and outdoor-focused consumer base.
- Fjällräven: Swedish heritage outdoor brand and a sister brand to Devold within Fenix Outdoor. Directly comparable in product category (outdoor apparel, wool sweaters), target demographic, and Scandinavian heritage positioning.
- Aclima: Norwegian wool apparel brand specializing in merino and Norwegian wool baselayers and midlayers. Direct competitor in the Nordic market, with similar product technology and a focus on outdoor professionals and enthusiasts.
- Kari Traa: Norwegian women's baselayer and activewear brand using merino wool. Direct competitor in women's wool baselayers, with strong Nordic retail presence and a similar premium positioning.
- Woolpower: Swedish-owned merino wool apparel manufacturer producing in Östersund, Sweden. Direct competitor in merino baselayers and socks for outdoor and workwear, with comparable vertical integration and direct-to-consumer model.
Broad incumbents
- Patagonia: Large US outdoor apparel brand with a meaningful merino wool range and a strong sustainability/traceability narrative. Competes with Devold for the eco-conscious outdoor consumer but operates at much greater scale and global reach.
- Arc'teryx: Premium technical outdoor brand (Amer Sports) with growing merino baselayer offerings. Competes at the premium end of the outdoor apparel market with significantly larger global distribution and brand awareness.
Regional players
- Norrøna: Norwegian premium outdoor apparel brand with merino and wool products. Comparable in Nordic heritage and target customer, but with a broader technical apparel focus and own retail network.
Emerging players
- Houdini Sportswear: Swedish sustainable outdoor apparel brand with merino wool products and a circular/recycled materials focus. Comparable in sustainability positioning and Nordic outdoor consumer base, though with a broader apparel mix including shells.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Devold of Norway social profiles
Digital presenceDevold of Norway compliance and trust
Trust signalCompliance8 records
Devold of Norway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Devold of Norway leadership team
Management profileNumber of profiles
Profiles2 records
Devold of Norway subsidiaries and ownership
Company hierarchySubsidiaries1 record
Devold of Norway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Devold of Norway 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 Devold of Norway
What does Devold of Norway do?
Devold of Norway designs, manufactures, and sells merino wool and Norwegian wool garments for outdoor activities and everyday wear. The product portfolio spans baselayers, midlayers, outer layers, sweaters, jackets, vests, socks, and accessories across women, men, kids, and baby categories. Production is vertically integrated through an OEKO-TEX certified factory in Lithuania, with direct wool sourcing from 48 farms in New Zealand and a partner in Uruguay.
Is Devold of Norway a public or private company?
Devold of Norway is a private company. It is classified as corporate owned and is currently operating.
When was Devold of Norway founded?
Devold of Norway was founded in 1853. It employs 11 to 50 people.
Where is Devold of Norway based?
Devold of Norway is headquartered in Langevaag, Norway, in the Europe region.
How does Devold of Norway make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are physical Retail Sales.
Who are Devold of Norway's main competitors?
Direct peers on record are Icebreaker, Smartwool, Fjällräven, Aclima, Kari Traa and Woolpower. Broad incumbents are Patagonia and Arc'teryx. Norrøna is listed as a regional player. Houdini Sportswear is listed as an emerging player.
Does Devold of Norway have an API?
No public API is recorded for Devold of Norway.
What industry is Devold of Norway in?
Devold of Norway's product category is Outdoor Apparel and Wool Clothing. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers, with a secondary code of CRAAAAAJ, Knitwear & Sweaters Manufacturers. Its NAICS code is 315 and its SIC code is 2300.