Tretorn
Tretorn Sweden AB is a 134-year-old Helsingborg-based heritage brand selling FSC-certified rubber boots, premium leather sneakers, weatherproof outerwear, waterproof bags, and padel sport equipment to consumers across Europe via DTC e-commerce and authorized retailers.
- Company typePrivate
- Founded1891
- HeadquartersHelsingborg, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tretorn does
Tretorn Sweden AB is a Swedish heritage brand founded in 1891 in Helsingborg, Sweden, specializing in weatherproof footwear, outerwear, bags, and accessories designed for wet and cold Nordic/European conditions. Its core products include FSC-certified natural rubber boots (Gummistövlar), premium leather sneakers (Court '79, Cup '72, Nylite, Ace '91/92) drawing on 1970s tennis heritage, PVC-free PU rain jackets and packable rainbreaker sets, insulated parkas (Arlo, Row, Hill, Lane) featuring THERMORE recycled insulation and RECYCTEX recycled polyesters, waterproof PU bags, and a recently expanded sport category including padel rackets. Material technology centers on sustainable sourcing — FSC-certified natural rubber, LWG Gold-certified leather and suede, recycled polyester shells, Thermore Italian insulation, Bloom algae-based innersoles, ICE CTRL rubber outsoles, SAB waterproof zippers, and DWR PFC-free finishes — supporting a premium positioning at 300-4,500 SEK across product categories.
The business operates on a direct-to-consumer e-commerce model via se.tretorn.com (1-3 day delivery across Sweden and Europe), supplemented by a B2B wholesale channel through authorized retailers and a dealer portal. Revenue is generated through one-time unit purchases with seasonal sale discounting of up to 50%, multiple payment options (Klarna, Swish, Apple Pay, card via Kustom Checkout), and a newsletter-driven acquisition funnel offering 10% off first purchase. Marketing is executed through organic social (Instagram, TikTok, Facebook, LinkedIn), content marketing via the Tretorn Journal, and brand collaborations (Eton, Kassl Editions). The company serves women, men, and children across Europe and globally, with a sustainability sub-brand (Eco Essentials) underpinning its environmental positioning. Tretorn operates as a brand within Thevea Brands Group AB under the parent conglomerate WS WeSports Group AB (publ), with logistics handled by PostNord and Schenker in Sweden.
Tretorn firmographics
Firmographics- Name
- Tretorn
- Legal name
- Tretorn Sweden AB
- Website
- https://se.tretorn.com
- Company type
- Private
- Founded year
- 1891
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Tretorn Sweden AB is a 134-year-old Helsingborg-based heritage brand selling FSC-certified rubber boots, premium leather sneakers, weatherproof outerwear, waterproof bags, and padel sport equipment to consumers across Europe via DTC e-commerce and authorized retailers.
- Ownership category
- akta.pro rank
Tretorn industry classification
Industry- Product category
- Weatherproof Footwear & Outdoor Apparel
- NAICS
- Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Sporting Goods Retailers (45911)
- SIC
- Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)
- akta.pro secondary industries
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
Keywords
Where Tretorn is headquartered
LocationHeadquarters
- HQ city
- Helsingborg
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Tretorn business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations
Revenue model
- Direct-to-consumer e-commerce sales: Tretorn generates revenue primarily through direct online sales to consumers via its Swedish e-commerce platform (se.tretorn.com), selling weatherproof footwear, outerwear, bags, and sports equipment. Products are sold at one-time purchase prices with seasonal sales discounting.
- B2B wholesale / retailer sales: Tretorn also sells through third-party retail partners and has a dedicated retailer inquiry contact and dealer portal. B2B wholesale is a secondary revenue stream alongside direct e-commerce.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wide product range across footwear, outerwear, bags, and sport — prices vary by product category and seasonality. |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Tretorn product offering
Product offeringCore offering
Tretorn designs, manufactures, and sells weatherproof footwear (rubber boots, hybrid shoes, tennis-heritage sneakers), rainwear and insulated outerwear (parkas, rain jackets, packable rainbreaker sets), waterproof bags, and sport equipment such as padel rackets. Products are sold directly to consumers via the se.tretorn.com e-commerce platform and through authorized retailers across Sweden, Europe, and globally. The assortment spans women, men, and children, with prices ranging from roughly 200 SEK (small accessories) to 4,500 SEK (premium parkas) and seasonal sale discounts up to 50%.
Product overview
Tretorn is a Swedish footwear and outerwear brand founded in 1891 in Helsingborg, specializing in weather-protected products. The core product portfolio includes: (1) Gummistövlar (rubber boots) in traditional, insulated, and hybrid styles for men, women, and children made from FSC-certified natural rubber; (2) Sneakers including Court '79, Cup '72, Nylite, Ace '91, and Ace '92 collections featuring premium leather and suede from LWG Gold-certified tanneries; (3) Rain and insulated outerwear including Wings rain jackets, packable rainbreaker sets, and insulated parkas with THERMORE insulation and RECYCTEX materials; (4) Waterproof bags and accessories; (5) Sports equipment including padel rackets. The brand operates under parent company Thevea Brands Group / WS WeSports Group AB and sells across women's, men's, and children's categories.
Differentiator
Problem solved
Functional benefit
Brands
- Eco Essentials: Initiative focusing on sustainability and environmental responsibility
Products and services
- Gummistövlar (Rubber Boots) Traditional, insulated, neoprene-lined, and hybrid rubber boots for men, women, and children. Made from FSC-certified natural rubber, PVC-free, handcrafted, vegan, and waterproof. Used by consumers for urban wear, outdoor activities, gardening, and wet-weather protection.
- Court '79 Sneakers Premium sneakers inspired by 1970s tennis heritage. Feature full-grain leather and suede from LWG Gold-certified tanneries with proprietary Tretorn soles. Targeted at style-conscious adult consumers seeking heritage casual sneakers.
- Cup '72 Suede Sneakers Suede sneakers with roots in Tretorn's 1970s tennis heritage. Made with premium suede from LWG Gold-certified tanneries and Tretorn's proprietary sole. For consumers seeking heritage-inspired casual sneakers.
- Arch Hybrid Shoes Hybrid footwear combining rubber boot functionality with sneaker aesthetics. Features natural rubber, neoprene lining, fleece options, ICE CTRL outsole for grip on slippery surfaces, and Bloom algae-based innersole. Targeted at consumers seeking waterproof shoes for cold, wet urban and outdoor use.
- Rain Jackets (Wings family) Rain jackets including Wings, Wings Plus Eco, Wings A-Shaped, Bound Parka, Ash Coat, and Amber Bomber styles. Made with PVC-free PU coatings, welded seams, and adjustable hoods for waterproof protection. For men, women, and children commuting or active outdoors.
- Packable Rainbreaker Sets Packable rain suits for men, women, and children that convert into compact carry bags. Feature welded seams, waterproof zippers, and recycled materials. Targeted at travelers and outdoor users needing portable rain protection.
- Arlo Insulated Parka Waterproof, windproof, and insulated women's parka. Built with Thermore Genius recycled insulation, RECYCTEX breathable outer material, and SAB waterproof zippers for premium winter protection.
- Row Insulated Parka Waterproof jacket in recycled materials combining high functionality with minimalist Scandinavian design. Features RECYCTEX outer fabric and THERMORE Italian insulation. Targeted at women seeking premium winter outerwear.
- Lane Insulated Coat Warm, waterproof women's jacket in recycled material with THERMORE insulation and taped seams for rain protection. For daily wear in cold and wet conditions.
Companies that use Tretorn
Customer profileSegments2 records
Ideal customer profiles2 records
Tretorn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Tretorn partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- WS WeSports Group AB (publ)coreWS WeSports Group AB (publ) (org. nr 559237-3632) is the ultimate parent company of Tretorn Sweden AB. WeSports Group consists of several companies focused on sport and outdoor activities. Tretorn and WeSports jointly determine the purposes and methods of personal data processing for customer purchase data as joint data controllers.
- Kustom ABcoreKustom AB provides the Kustom Checkout independent payment and checkout solution for Tretorn's online store. Kustom handles the checkout interface, logic, and display of available payment methods (Klarna, Swish, Apple Pay, card). Kustom does not process payments directly and does not perform credit checks.
- PostNordcorePostNord is the primary logistics partner for Tretorn, handling domestic Swedish deliveries (1-3 business days) to parcel shops and home delivery (with 39 SEK and 99 SEK fees respectively). PostNord also handles return shipments for customers.
- Schenker (DB Schenker)coreSchenker (DB Schenker) is a logistics partner for Tretorn delivering to Schenker pickup points across Sweden with 1-3 business day delivery and a 49 SEK shipping fee. Also used for return shipments within Sweden.
- EtonflagshipEton is a Swedish menswear brand that partnered with Tretorn on a limited capsule collection (Eton X Tretorn Cotton V Neck Vest). The collaboration brings together Tretorn's heritage with Eton's tailored tradition — a limited edition knitwear capsule inspired by vintage tennis, made in Italy from 100% organic cotton yarn. This is a co-branded, co-developed product collaboration.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Tretorn competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Tretorn social profiles
Digital presenceTretorn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tretorn leadership team
Management profileNumber of profiles
Tretorn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tretorn 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 Tretorn
What does Tretorn do?
Tretorn designs, manufactures, and sells weatherproof footwear (rubber boots, hybrid shoes, tennis-heritage sneakers), rainwear and insulated outerwear (parkas, rain jackets, packable rainbreaker sets), waterproof bags, and sport equipment such as padel rackets. Products are sold directly to consumers via the se.tretorn.com e-commerce platform and through authorized retailers across Sweden, Europe, and globally. The assortment spans women, men, and children, with prices ranging from roughly 200 SEK (small accessories) to 4,500 SEK (premium parkas) and seasonal sale discounts up to 50%.
Is Tretorn a public or private company?
Tretorn is a private company. It is classified as corporate owned and is currently operating.
When was Tretorn founded?
Tretorn was founded in 1891. It employs 51 to 100 people.
Where is Tretorn based?
Tretorn is headquartered in Helsingborg, Sweden, in the Europe region.
How does Tretorn make money?
Two revenue lines are on record. Direct-to-consumer e-commerce sales are the primary driver. The others are B2B wholesale / retailer sales.
Does Tretorn have an API?
No public API is recorded for Tretorn.
What industry is Tretorn in?
Tretorn's product category is Weatherproof Footwear & Outdoor Apparel. Its primary akta.pro industry code is CRAMACAI, Outdoor Performance Footwear & Apparel Retail (Trail/Hike), with a secondary code of CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing). Its NAICS code is 45821 and its SIC code is 5661.