Gekås Ullared
Gekås Ullared is a privately held Swedish destination retail company founded in 1963, operating a single mega-format department store in Ullared that combines low-price merchandise with on-site accommodation, dining, and entertainment for Swedish consumer families and bus tour groups.
- Company typePrivate
- Founded1963
- HeadquartersFalkenberg, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Gekås Ullared does
Gekås Ullared (legal entity Gekås AB) is a privately held Swedish destination retail company founded in 1963 and headquartered in Falkenberg, Sweden. It operates one large-format department store complex in Ullared that functions as a combined shopping, accommodation, dining, and entertainment destination, attracting individual consumers, families, and bus tour groups seeking low-price merchandise across fashion, home goods, beauty, sporting goods, outdoor furniture, and general merchandise. The company also runs an on-site optical store (Glasögonfabriken) offering same-day prescription glasses, a loyalty program (Gekåskortet), and gift card distribution.
The business operates across four revenue streams: retail merchandise sales (one-time purchases across broad categories priced in Swedish Krona under an 'unsurpassable low prices' positioning), accommodation services (hotel, shopping-proximate units, forest cabins, cabin village, and camping at the Gekåsbyn area), food and beverage (more than ten restaurants and bistros across the store and Gekåsbyn, including Restaurangen, Tex&Mex, Rosa fiket, Sportbaren, and others), and activities/events (adventure park, car wash, circus and theater shows, salon). Pricing is pay-as-you-go for retail and event tickets, while accommodation is booked per night. Private-label brands include Basic You, with celebrity design collaborations featuring Pernilla Wahlgren and Glenn Strömberg.
Go-to-market is direct-to-consumer destination retail, supported by a dedicated shopping bus service, a customer magazine ('Destination Ullared'), and content marketing across website, blog, email newsletter, Instagram, Facebook, TikTok, and YouTube (the latter via a series collaboration with Matkoma). Distribution is primarily the single physical destination, supplemented by a separate outdoor furniture e-commerce storefront. Technology stack is not publicly disclosed; the company has no mobile app, no APIs, and no documented AI/ML capabilities, indicating a traditional retail and hospitality operating model.
Gekås Ullared firmographics
Firmographics- Name
- Gekås Ullared
- Legal name
- Gekås AB
- Website
- https://gekas.se
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Gekås Ullared is a privately held Swedish destination retail company founded in 1963, operating a single mega-format department store in Ullared that combines low-price merchandise with on-site accommodation, dining, and entertainment for Swedish consumer families and bus tour groups.
- Ownership category
- akta.pro rank
Gekås Ullared industry classification
Industry- Product category
- Discount Retail & Destination Shopping
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Department Stores (5311), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Outdoor & Adventure Multi-Category Retail (CRAMABAB)
Keywords
Where Gekås Ullared is headquartered
LocationHeadquarters
- HQ city
- Falkenberg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Gekås Ullared business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales: Core revenue from retail sales of diverse product categories including fashion (men's, women's, children's), home goods, beauty, sporting goods, outdoor furniture, and accessories. The company differentiates through low pricing strategy.
- Accommodation Services: Revenue from multiple accommodation options including hotel rooms, shopping cottages, forest cabins, cabin village, and camping facilities at the Gekåsbyn destination.
- Food & Beverage Services: Revenue from restaurants and food service outlets within the store and Gekåsbyn area, including Restaurangen, Tex&Mex, Rosa fiket, Sportbaren, Macka & Jos, Matsalen, Takbaren, Innergården, and Gekåsbyns Bistro.
- Activities & Events: Revenue from paid activities such as the car wash (Biltvätten), adventure park, and event tickets including circus shows and theater performances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General retail merchandise |
| Subscription | Pay-as-you-go | Accommodation bookings |
| Unit Pricing | Pay-as-you-go | Event and activity tickets |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Gekås Ullared product offering
Product offeringCore offering
Gekås Ullared operates a large physical department store in Ullared, Sweden, selling a broad assortment of fashion, home goods, beauty, sporting goods, outdoor furniture, and general merchandise at low prices. The company extends the retail experience with on-site accommodation (hotel, cabins, camping), multiple restaurants and cafés, and activities including an adventure park and events, positioning itself as a combined shopping, hospitality, and entertainment destination.
Product overview
Gekås Ullared is a large retail destination and shopping center offering a comprehensive range of products and services through both physical stores and online platforms. The core offering centers on the main department store (Varuhuset) with extensive merchandise categories including fashion for women, men, and children (with brands like Basic You and Pernilla Wahlgren Design), home décor, beauty and personal care, outdoor furniture, and general merchandise. The company operates specialized in-store concepts like Glasögonfabriken (same-day prescription glasses), multiple restaurants, accommodation options (hotel, cabins, camping), and leisure activities including an adventure park. Digital offerings include the Mitt Gekås customer portal, loyalty program (Gekåskortet), outdoor furniture webshop, and gift cards. The company positions itself as a destination experience combining shopping, accommodation, dining, and activities at competitive prices.
Differentiator
Problem solved
Functional benefit
Products and services
- Varuhuset (Department Store) The main retail department store offering a wide assortment of clothing, home goods, beauty products, electronics, sporting goods, outdoor furniture, and general merchandise at low prices for individual consumers and families.
- Glasögonfabriken (Optical Shop) On-site optical store offering prescription glasses, sunglasses, and reading glasses with same-day manufacturing and delivery at low prices for individual consumers.
- Gekåskortet (Loyalty Card)
Companies that use Gekås Ullared
Customer profileSegments2 records
Ideal customer profiles2 records
Gekås Ullared technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Gekås Ullared partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- MatkomaminorYouTube video series collaboration following customers' shopping experiences at Gekås Ullared. The program series continues with the company seeking new profiles to share their journey.
- Pernilla WahlgrencoreExclusive design collaboration featuring Pernilla Wahlgren Design Home Collection and seasonal collections including Summer in Marbella x Pernilla Wahlgren and Pernilla Wahlgren Design SS26.
- Glenn StrömbergminorDesign collaboration featuring Glenn Strömberg Collection for summer 2026.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Gekås Ullared competitors and assessment
Company assessmentRegional players
- Lagerhaus: Swedish home goods and lifestyle retailer selling affordable Scandinavian-inspired interior products. Comparable to Gekås on home goods assortment and value positioning within the Swedish market.
Direct peers
- Rusta: Swedish discount general merchandise retailer selling home, leisure, sport and seasonal goods at low prices. Closely comparable to Gekås on price positioning and category mix.
- Åhléns: Swedish department store chain selling fashion, home goods, beauty and accessories at mid-market price points. Directly comparable to Gekås as a multi-category department store operator serving Swedish consumers.
- Clas Ohlson: Sweden-founded general merchandise retailer offering home, hardware, leisure, and multimedia products. Comparable to Gekås's general merchandise, sporting goods and home goods assortment.
- Ellos: Swedish catalog and online retailer of fashion, home and furniture at mid-market prices. Comparable to Gekås on category mix and Swedish consumer base, though primarily digital.
- Jula: Swedish general merchandise and DIY retailer with broad assortment of home, leisure, sport and outdoor products at value prices. Comparable multi-category low-price retail model to Gekås.
- Flying Tiger Copenhagen: Danish-headquartered variety/discount retailer selling affordable everyday items, gifts and home goods. Comparable to Gekås on low-price general merchandise positioning, though with smaller store formats.
Broad incumbents
- IKEA: Global home furnishings giant operating large destination stores with integrated dining and family amenities. Comparable to Gekås on destination-retail format and home goods focus, though at higher price points.
- Bauhaus: European home improvement and DIY superstore chain with broad assortment including outdoor, leisure and home goods. Comparable to Gekås on destination big-box format and broad category coverage.
- H&M: Swedish-headquartered global fashion retailer with strong value positioning. Comparable to Gekås on fashion assortment and Swedish value retail DNA, though operates primarily through standalone stores and e-commerce.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Gekås Ullared social profiles
Digital presenceGekås Ullared financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gekås Ullared leadership team
Management profileNumber of profiles
Profiles4 records
Gekås Ullared funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gekås Ullared 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 Gekås Ullared
What does Gekås Ullared do?
Gekås Ullared operates a large physical department store in Ullared, Sweden, selling a broad assortment of fashion, home goods, beauty, sporting goods, outdoor furniture, and general merchandise at low prices. The company extends the retail experience with on-site accommodation (hotel, cabins, camping), multiple restaurants and cafés, and activities including an adventure park and events, positioning itself as a combined shopping, hospitality, and entertainment destination.
Is Gekås Ullared a public or private company?
Gekås Ullared is a private company. It is classified as unknown and is currently operating.
When was Gekås Ullared founded?
Gekås Ullared was founded in 1963. It employs 251 to 500 people.
Where is Gekås Ullared based?
Gekås Ullared is headquartered in Falkenberg, Sweden, in the Europe region.
How does Gekås Ullared make money?
Four revenue lines are on record. Retail Sales are the primary driver. The others are accommodation Services, food & Beverage Services and activities & Events.
Who are Gekås Ullared's main competitors?
Lagerhaus is listed as a regional player. Direct peers are Rusta, Åhléns, Clas Ohlson, Ellos, Jula and Flying Tiger Copenhagen. Broad incumbents are IKEA, Bauhaus and H&M.
Does Gekås Ullared have an API?
No public API is recorded for Gekås Ullared.
What industry is Gekås Ullared in?
Gekås Ullared's product category is Discount Retail & Destination Shopping. Its primary akta.pro industry code is CRAMABAB, Outdoor & Adventure Multi-Category Retail. Its NAICS code is 455 and its SIC code is 5311.