IDE House of Brands

What IDE House of Brands does

IDÉ House of Brands (legal entity IDE HOUSE OF BRANDS AS, org. no. 972086444) is a privately held Norwegian B2B product media company headquartered in Drøbak, Norway, operating across the Nordic region. The company supplies profile products, corporate gifts, uniforms/workwear, and event merchandise to Norwegian and Nordic businesses through a horizontally segmented customer base spanning enterprises (e.g., McDonald's, Frelsesarmeen, Imsdal, Gaustablikk Høyfjellshotell) and SMBs. It self-describes as "Nordens største leverandør av produktmedia" (Nordic region's largest product media supplier).

The core offering is the decoration, sourcing, and distribution of physical branded merchandise, organized into four product categories: promotional giveaways (pens, bags, drink bottles, umbrellas), corporate gifts (kitchenware, electronics, interior items), clothing and textiles (including its proprietary iwear sports/leisure line), and uniform/workwear. Operational capabilities include in-house printing and embroidery, design services (1500 NOK/hour beyond two included proofs), warehousing and distribution from the Drøbak central hub, and custom B2B webshop solutions. The e-commerce storefront runs on Magento Commerce. The company also offers apparel repair services via a partnership with Sisters in Business, a social enterprise employing immigrant-background women.

Commercially, IDÉ operates a sales-led GTM with dedicated project managers and project coordinators in each Norwegian regional office, supplemented by customer-specific webshops for repeat ordering. Revenue is generated through one-time unit sales of physical products (17–315 NOK per unit before VAT) plus service fees for design, custom webshops, and decoration. The company reaches 132 employees across 9 Norwegian sales offices/showrooms (Drøbak HQ, Oslo, Stavanger, Bergen, Trondheim, Lillehammer, Ålesund, Sandefjord, Gran) and the wider Nordic region through partner offices in Sweden, Denmark, Finland, and Iceland. Reported annual revenue is approximately 500 million NOK.

Name

IDE House of Brands

Legal name

IDE HOUSE OF BRANDS AS

Website

https://idegroup.no

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

IDÉ House of Brands is a privately held Norwegian B2B supplier of promotional products, corporate gifts, and uniforms, serving Nordic businesses through 9 showrooms, e-commerce, and partner offices across Sweden, Denmark, Finland, and Iceland.

Ownership category

akta.pro rank

Product category

Promotional Products and Corporate Branding

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Home Décor, Housewares & Gifts Distribution (CRAOAFAB)

Keywords

• Promotional products
• Corporate gifts
• Workwear uniforms
• Product media
• Branded merchandise

Headquarters

HQ city

Drøbak

HQ country

Norway

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Media Sales: One-time sale of physical branded products including giveaways, corporate gifts, workwear, uniforms, and event materials. Core revenue driver. Also offers custom webshop setup and management for enterprise customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

IDÉ House of Brands is the Nordic region's largest supplier of product media to the B2B market, selling and customizing promotional giveaways (pens, bags, drink bottles, umbrellas, keychains), corporate gifts (kitchenware, electronics, interior items, spa products), clothing and workwear (T-shirts, uniforms, sportswear, the proprietary iwear line), and safety/hygiene products. The company complements its physical product offering with in-house concept development, design, printing/decoration, warehousing, logistics, and dedicated enterprise webshop solutions, delivered through nine Norwegian showrooms plus partner offices across the Nordic region.

Product overview

IDE House of Brands operates as a comprehensive product media and promotional products company serving the Nordic B2B market. The offering consists of a unified product portfolio centered on promotional giveaways (pens, bags, drink bottles, umbrellas), corporate gifts (kitchenware, electronics, interior items), clothing and uniforms (T-shirts, work wear, sportswear), and specialized work safety products. The company provides services including concept development, design, printing, and custom e-commerce solutions. Their proprietary iwear brand represents their own sports and leisure clothing line. Services are delivered through their network of sales offices across Norway and the Nordic region, with in-house printing capabilities and custom webshop development for enterprise clients.

Differentiator

Problem solved

Functional benefit

Brands

• iwear: Sports and leisure collection of clothing and apparel with focus on durability and repairability.

Products and services

• Promotional Products (Produktmedia / Giveaways) Promotional giveaway products including pens, bags, drink bottles, umbrellas, keychains, sweets, and office items used by businesses for corporate branding, marketing campaigns, events, and trade shows. Sold as branded merchandise via the company's showrooms and B2B e-commerce platform.
• Corporate Gifts (Firmagaver) Corporate gift solutions including kitchenware, interior items, spa products, electronics, outdoor recreation items, jubilee gifts, and House of Brands gift cards, sold to businesses for employee anniversary gifts, seasonal gifting (Christmas, Easter, summer), retirement, and milestone occasions.
• Uniforms and Workwear (Uniform og arbeidsklær) Uniforms and workwear range covering konfeksjon, casual business, horeca, service clothing, and workwear categories for corporate clients including restaurants, hotels, and service businesses.
• iwear Sports and Leisure Collection Proprietary sports and leisure clothing collection branded iwear, designed for durability and repairability, sold to businesses for employee sports and leisure wear programs. Includes a dedicated repair service through a partnership with Sisters in Business to extend garment lifecycle.
• Health, Environment and Safety (HSE) Products Workplace safety and hygiene products including reflective items, approved reflex products, hygiene supplies, and sustainability-labeled products for businesses needing to meet workplace health, environment, and safety compliance requirements.
• Concept Development Services (Konseptutvikling) Strategic concept development services that help businesses design and plan corporate branding and product media campaigns, including ideation, campaign planning, and selection of promotional products, gifts, and uniforms aligned with brand objectives.
• Design Services (Designtjenester) Professional in-house design services for customizing promotional products, gifts, clothing, and uniforms with customer branding. Pricing includes two proofs; additional design work billed at 1500 NOK per hour.
• Printing and Decoration Services In-house printing and decoration services using multiple methods (printing, embroidery, customization) to apply customer branding to promotional products, clothing, gifts, and uniforms, with quick turnaround for urgent orders.
• Custom Enterprise Webshop and Logistics Solutions Custom enterprise webshop solutions and logistics services for B2B customers, including dedicated customer-branded ordering portals (e.g., company.shop.idegroup.no), warehousing, and centralized distribution of branded products to employees across multiple locations.

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sisters in BusinessminorImplementation/ SI/ Consulting PartnerSisters in Business (SiB) is a social enterprise that creates employment for women with immigrant backgrounds through textile production. IDÉ Group partners with SiB to repair iwear clothing products. The SiB team consists of seven skilled seamstresses and two engaged founders. This partnership extends the lifecycle of iwear garments and supports social employment.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• 4imprint Group plc: Publicly traded (LON: FOUR) promotional product distributor headquartered in the UK/US, operating a similar B2B model selling branded merchandise, apparel, and gifts to enterprises. Closest publicly comparable peer given matching customer base, broad SKU portfolio, and multi-channel distribution approach.
• New Wave Group AB: Swedish public company producing and selling profile products, sportswear, gifts, and corporate apparel across the Nordics. Highly comparable given overlapping product mix (promotional merchandise, sportswear, workwear), Nordic geographic focus, and similar B2B customer profile.
• Halo Branded Solutions: Major US-based promotional products distributor operating through a digital-first B2B model. Comparable in product offering (branded merchandise, apparel, gifts) and target customer base (mid-market and enterprise); differs in geographic focus and channel mix.
• Brand Addition: UK-headquartered global promotional merchandise company with European distribution centers. Comparable in B2B promotional product portfolio, sourcing model, and multi-country European coverage.
• Geiger International: Family-owned promotional products distributor with global reach, serving enterprise clients with branded merchandise and corporate gifts. Highly comparable full-service B2B model and scale.
• The Vernon Company: US-based promotional products distributor with enterprise sales force and distribution centers. Comparable business model combining consultative field sales, in-house decoration/printing, and broad product portfolio for corporate customers.
• SanMar Corporation: US-based apparel and accessories wholesale distributor serving the promotional products and corporate uniform markets. Highly comparable in the apparel/uniform portion of IDÉ's offering, with similar decoration services and B2B go-to-market.
• alphabroder: North American distributor of imprintable apparel and accessories, serving the promotional products and uniform industries. Comparable in apparel-focused distribution and decoration services model.

Broad incumbents

• PCNA (Polyconcept): One of the largest promotional products suppliers in North America, combining sourcing, decoration, and distribution. Comparable breadth of product portfolio and enterprise customer focus, though at significantly larger scale.

Emerging players

• Cutter & Buck: Brand specializing in premium corporate and sportswear apparel with sustainability positioning. Comparable as a branded corporate apparel alternative for IDÉ's iwear line, with similar employer branding and ESG narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5vhFZkkNl5ovpNzUst2WQg
• Facebooknb-no.facebook.com/idehouseofbrands
• LinkedInno.linkedin.com/company/id-house-of-brands
• Instagraminstagram.com/idegroupnorge
• Xx.com/idehouseofbrand

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 IDE House of Brands