Ullmax

What Ullmax does

Ullmax develops sustainable and practical functional clothing sold through teams, associations, and school classes.

Name

Ullmax

Legal name

Ullmax Sweden AB

Website

https://www.ullmax.com/sv/

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Ullmax develops sustainable and practical functional clothing sold through teams, associations, and school classes.

Ownership category

akta.pro rank

Product category

Functional Outdoor Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (45811)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Functional outdoor apparel
• Merino wool base layers
• Group fundraising sales
• Wool outdoor socks
• Nordic sports apparel

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fundraising sales through groups: Ullmax enables sports teams, associations, and school classes to sell functional apparel. Sellers receive 30% of all sales revenue as profit for their group, while Ullmax collects the remaining 70%. There are no binding contracts, no upfront costs, no minimum sales requirements, and no inventory management required from sellers.
2. Direct e-commerce retail sales: Ullmax operates its own web shop (shop.ullmax.com/se/ and shop.ullmax.com/fi/) selling functional outdoor apparel directly to consumers in Sweden and Finland. Products include base layers, socks, outdoor clothing, and accessories. Customers can choose home delivery or delivery via a selling group.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Ullmax develops and sells sustainable functional outdoor clothing — centered on merino wool and technical base layers, socks, pile jackets, fleeces, hoodies, and accessories — through a community fundraising model in which sports teams, associations, and school classes sell products to their networks and retain 30% of sales. The company also operates direct e-commerce web shops in Sweden and Finland, handling all logistics, packing, and shipping from its Örebro warehouse.

Product overview

Ullmax is a functional clothing company offering a comprehensive range of base layers, socks, outdoor apparel, and accessories designed for everyday wear, training, and outdoor activities. The core product portfolio centers on five base layer categories (Merino Warm, Merino Light, Merino Heavy, Functional Set, and Active Set) made from merino wool and technical materials. Beyond base layers, the offering includes a diverse selection of outdoor clothing (pile jackets, fleeces, hoodies), wool and technical socks for various activities (everyday, hiking, skiing, kids), and accessories (backpacks, headwear, caps, bags). Groups such as sports teams, associations, and school classes can participate in Ullmax's fundraising model, where they sell products and retain 30% of all sales. The company positions its products as affordable, high-quality options suitable for the whole family, combining wool and technical materials for functionality across all seasons.

Differentiator

Problem solved

Functional benefit

Products and services

• Hiking Wool Sock (Kids) Hiking wool socks priced at 149 kr.
• Nordvik Merino Warm 1/2 Zip A mid-layer 1/2 zip top in the Merino Warm category, combining recycled polyester inside with mulesing-free merino wool outside and designed for cold temperatures and winter sports. Sold to consumers via the Ullmax web shops and via sports teams, associations, and school classes acting as resellers.
• Active Set (Full Set) A functional base layer set made from 100% recycled polyester with a ribbed fabric structure for softness and elasticity, suitable for moderate weather and active use. Priced at 399 kr with 119.7 kr seller profit.
• Hättorp Pile Jacket An outdoor fleece jacket priced at 499 kr with 149.7 kr seller profit under the group fundraising model.
• Wool Sock Everyday 3p Everyday merino wool blend socks sold in packs of three, priced at 179 kr with 53.7 kr seller profit.
• Pajala Knitted Fleece A knitted fleece jacket priced at 399 kr.
• Pallas Long Pile Hoodie A long pile hoodie priced at 499 kr.
• Hemsedal Hoodie Youngster A hoodie for young people priced at 299 kr with 89.7 kr seller profit.
• Vindeln Wool Sock 2p Wool socks sold in packs of two, priced at 149 kr with 44.7 kr seller profit.
• Classic Pile Jacket Kids A pile jacket for children priced at 249 kr with 74.7 kr seller profit.
• Bergslagen Backpack A backpack priced at 399 kr with 119.7 kr seller profit.
• Åre Functional Set Youngster A functional set for young people priced at 399 kr with 119.7 kr seller profit.
• Wool Sock Active Mid-weight socks with reinforced sole and higher shaft, suitable for walking and active leisure.
• Hiking Wool Sock Hiking socks with seamless toe and durable wool blend, featuring snug fit and moisture management.
• Merino Liner Sock Thin merino wool liner sock suitable as a standalone or as an extra warming layer.
• Coolmax Sock Basic Cool, durable cotton-blend functional socks for active everyday use.
• Coolmax Classic Sport Sock Classic sports socks with good breathability and reinforcement.
• Compression Sport Sock Snug-fitting compression socks that promote blood circulation and provide support.
• Wool Ski Sock Warm and functional ski socks with reinforcements, flat seams, and high shaft for skiing and winter sports.
• Ruka Wool Ski Sock Comfortable and stylish wool socks, just the right thickness for ski boots and winter shoes.
• Wool Sock Kids Mid-weight wool socks for children with non-slip grips in sizes 21–28.
• Mossa Wool Sock Kids Soft and playful design with Fine Little Day collaboration, durable construction for children.
• Wool Felt Sit Pad 2p Wool felt sit pads sold in packs of two.
• Multi Headwear Versatile headwear accessory priced at 99 kr with 29.7 kr seller profit.
• Barr Shopper A shopping bag.
• Nordmark Cap A cap priced at 199 kr with 59.7 kr seller profit.
• Bum Bag A waist bag priced at 199 kr.
• Group Fundraising Sales Program A risk-free fundraising service in which sports teams, associations, and school classes register through a contact person, receive personal sales links and printed catalogs, and sell functional apparel to their networks while retaining 30% of all sales. Ullmax handles logistics, packing, and shipping. No binding contracts, no upfront costs, and no minimum sales requirements.
• Ullmax E-commerce Web Shop (Sweden) Direct online retail store for Swedish consumers offering the full Ullmax product range — base layers, socks, outdoor apparel, and accessories for women, men, and children — with home delivery or delivery via a selling group.
• Ullmax E-commerce Web Shop (Finland) Direct online retail store for Finnish consumers offering the same product range as the Swedish shop, with home delivery or delivery via a selling group. Free shipping on orders over 20 EUR.

Quantifiable outcome

• 30% profit retained by groups on all sales with no risk or upfront costs
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GeodiscoreTechnology or IntegrationGeodis serves as Ullmax's primary logistics partner, handling transportation of products from factories to Ullmax's warehouse in Örebro. Geodis ensures products are delivered safely and reliably. Geodis is committed to sustainable transport solutions aligned with Ullmax's environmental goals.
• Suomen Paralympiakomitea (Finnish Paralympic Committee)coreStrategic or Co-development PartnerUllmax supports the Finnish Paralympic Committee's 'Avoimet ovet' (Open Doors) project through its Ullmax Fund. The project aims to make sports club activities more accessible to people with disabilities and special support needs. Ullmax donates 10% of web shop purchases to this cause. Ullmax has also previously donated to the Paralympic Fund.
• QBD (Media Agency)minorGTM or Marketing PartnerMedia agency partner used by Ullmax. Referenced in the privacy policy as a marketing service provider.
• Fine Little DayminorStrategic or Co-development PartnerDesigner collaboration creating limited-edition Ullmax apparel with Fine Little Day's distinctive patterns and design aesthetic. Available in the Ullmax product catalog.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aclima: Norwegian merino wool base layer and outdoor apparel brand, founded in 1939. Aclima offers a nearly identical product set (Merino Wool, WoolNet, HotWool, LightWool) for the same Nordic outdoor user, making it the closest direct competitor in Ullmax's core category.
• Devold: Norwegian heritage brand founded in 1853 specializing in merino wool base layers, socks, and outdoor apparel. Devold sells through similar specialty retail and direct channels across the Nordics, directly competing with Ullmax in merino wool positioning and price points.
• Smartwool: US-owned merino wool sock and apparel brand owned by VF Corporation. Smartwool competes directly with Ullmax in the differentiated wool sock line, hiking, and kids categories, and brings global marketing scale that Ullmax cannot match.
• Houdini Sportswear: Swedish outdoor apparel brand founded in Stockholm with a strong sustainability ethos. Houdini competes in mid-layers, base layers, and outdoor apparel targeted at the same Nordic active-lifestyle consumer that Ullmax addresses.
• Lundhags: Swedish outdoor footwear and apparel brand with deep heritage in functional outdoor clothing. Lundhags serves the same Nordic outdoor/hiking customer that Ullmax's Merino Warm and hiking sock lines target.
• Bridgedale: Specialized sock brand (part of the FXR Group) with strong Nordic and outdoor presence. Bridgedale competes directly with Ullmax's Wool Sock, Hiking Wool Sock, Ski Sock, and kids sock categories.

Broad incumbents

• Icebreaker: Global merino wool apparel pioneer (founded in New Zealand, now owned by VF Corporation). Icebreaker sells a comparable merino base layer and outdoor apparel range through broader specialty retail and DTC channels, positioning it as a larger incumbent in Ullmax's category.
• Bergans: Norwegian outdoor apparel and equipment brand with broad product portfolio including technical base layers, jackets, and ski apparel. Bergans competes in the same Nordic outdoor consumer market with a much larger brand and distribution footprint.

Regional players

• Björn Borg: Swedish apparel brand with comparable Nordic heritage and sportswear positioning. While not a merino specialist, Björn Borg operates an active Nordic base layer and sportswear line that overlaps Ullmax's affordable activewear positioning.
• Swix: Norwegian sport apparel and ski-focused brand with base layer, sock, and outerwear offerings. Swix competes with Ullmax's wool ski sock and cold-weather base layer lines in the Nordic winter sports consumer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ullmaxsverige
• Instagraminstagram.com/ullmaxab
• LinkedInlinkedin.com/company/ullmax

Revenue estimate

Valuation estimate

Number of profiles

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 Ullmax