Addnature
Addnature is a Swedish direct-to-consumer e-commerce retailer of outdoor and adventure equipment, apparel, and footwear, operating a multi-brand storefront with its own private-label line, Nordfjell, serving Swedish consumers engaged in hiking, climbing, skiing, cycling, and related activities.
- Company typePrivate
- Founded2000
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Addnature does
Addnature is a Swedish direct-to-consumer e-commerce retailer specializing in outdoor and adventure equipment, apparel, and footwear, serving Swedish consumers engaged in hiking, climbing, skiing, running, cycling, camping, paddling, swimming, and training. The company is operated by Vartex AB (organization number 559291-9699), headquartered in Varberg, Sweden, and is a subsidiary within WS WeSports Group AB (publ), which acts as joint data controller for customer purchases across its portfolio. Addnature offers approximately 3,090 SKUs across more than 100 third-party brands (including Hoka, Haglöfs, Patagonia, Black Diamond, Osprey, Saucony, and Peak Performance) plus its own private-label line, Nordfjell, and operates exclusively online with no physical stores.
The technology stack is a standard e-commerce platform built around a storefront at addnature.com, with integrations for payment processing (Swish, Visa, Mastercard, Svea Ekonomi), delivery logistics (PostNord, Instabox, Budbee, DSV), customer service (Zendesk), reviews (Trustpilot), analytics (Google Analytics, Microsoft Clarity, Microsoft Bing), and marketing/retargeting (Google Marketing Platform, Meta, Criteo). Cloudflare provides CDN and bot management, and a third-party widget (usizy) provides size recommendations. Content marketing is delivered through buying guides and SEO-optimized category pages covering sleeping bags, tents, outdoor cooking, hiking with children, and seasonal dressing.
Addnature's business model is straightforward retail e-commerce: it generates revenue through one-time product sales at listed retail prices, supplemented by seasonal promotions (including a Summer Sale campaign with discounts up to 50%) and a dedicated outlet section. Differentiators center on the company's positioning as an expert-led retailer staffed by active outdoor practitioners, a price-match program (Addnature Price), free shipping over 699 SEK, same-day packing for in-stock items, and a 30-day open-purchase return policy. Customer acquisition is driven by a multi-channel digital marketing mix spanning SEO, paid search (Google Ads, Microsoft/Bing), paid social (Meta), organic social (Facebook, Instagram), email newsletters (via Rule), and content marketing.
Addnature firmographics
Firmographics- Name
- Addnature
- Legal name
- Vartex AB
- Website
- https://addnature.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Addnature is a Swedish direct-to-consumer e-commerce retailer of outdoor and adventure equipment, apparel, and footwear, operating a multi-brand storefront with its own private-label line, Nordfjell, serving Swedish consumers engaged in hiking, climbing, skiing, cycling, and related activities.
- Ownership category
- akta.pro rank
Addnature industry classification
Industry- Product category
- Outdoor Equipment E-commerce Retail
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Camping, Hiking & Climbing Specialty Retail (CRAMABAM)
Keywords
Where Addnature is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Addnature business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Addnature generates revenue through direct e-commerce sales of outdoor and adventure equipment, selling products at retail prices with occasional promotional sales and discounts.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Addnature product offering
Product offeringCore offering
Addnature is a Swedish e-commerce retailer that sells outdoor and adventure equipment, clothing, and footwear directly to consumers through its online store. The platform offers products across categories including hiking, climbing, skiing, running, cycling, camping, paddling, and training, sourced from over 100 international brands alongside its own private-label Nordfjell brand.
Product overview
Addnature is a Swedish e-commerce retailer specializing in outdoor and adventure products, operated by Vartex AB (part of the WeSports Group). The company offers a comprehensive online marketplace featuring an extensive range of outdoor equipment and clothing across multiple activity categories including hiking, climbing, skiing, running, cycling, paddling, swimming, and camping. The platform operates primarily as a curated multi-brand e-commerce store offering products from over 100 international brands (such as Hoka, Haglöfs, Patagonia, Black Diamond, Osprey, Saucony, and Peak Performance) alongside their own private label brand, Nordfjell. Addnature positions itself as an expert-led outdoor retailer with staff who actively use the products they sell. The platform offers approximately 3,090 products across clothing, footwear, and equipment categories, with value-added services including free shipping over 699 SEK, 30-day return policy, price matching (Addnature Price), and product guides.
Differentiator
Problem solved
Functional benefit
Products and services
- Addnature.com E-commerce Platform The main online store offering a comprehensive assortment of outdoor equipment, clothing, and footwear from over 100 international brands for activities including hiking, climbing, skiing, running, cycling, camping, and paddling. Targets Swedish outdoor enthusiasts with value-added services including free shipping over 699 SEK, same-day packing, 30-day returns, and price matching.
- Nordfjell Private Label Brand
Companies that use Addnature
Customer profileSegments1 record
Ideal customer profiles1 record
Addnature technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Addnature partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Vartex ABcoreVartex AB is the parent company and legal entity operating Addnature.com (organization number: 559291-9699).
- WS WeSports Group AB (publ)coreWS WeSports Group AB (publ) (organization number: 559237-3632) is the ultimate parent company. Addnature and customer purchase data are shared within WeSports Group for purchase pattern analysis and targeted marketing purposes.
- InstaboxminorDelivery partner offering parcel delivery services to customers.
- PostNordminorDelivery partner offering parcel delivery services to customers.
- BudbeeminorDelivery partner offering parcel delivery services to customers.
- DSVminorLogistics and transport partner for shipment delivery.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Addnature competitors and assessment
Company assessmentBroad incumbents
- XXL ASA: XXL is a Nordic sporting goods and outdoor mega-retailer with a wide assortment and large store footprint. It competes with Addnature on category breadth, brand portfolio, and pricing across Scandinavia.
- Stadium: Stadium is a major Swedish sporting goods chain with strong private-label presence and broad assortment including outdoor. It competes with Addnature for Swedish active-lifestyle consumers across apparel, footwear, and equipment.
- Decathlon: Decathlon is the global sporting goods and outdoor giant with extensive own-brand assortment at value pricing. It competes with Addnature across nearly every outdoor category, including in Sweden through its stores and online channel.
Regional players
- SportScheck: SportScheck is a large German sporting goods and outdoor retailer. It is comparable in assortment and target customer to Addnature, but operates in DACH rather than the Nordics, making it a regional comparable.
Direct peers
- Sportamore: Sportamore is a Swedish e-commerce retailer focused on sporting goods and active lifestyle apparel/footwear. It overlaps directly with Addnature on running, training, and outdoor categories and competes for the same Swedish online sporting-goods wallet.
- Naturkompaniet: Naturkompaniet is a Swedish outdoor and adventure retailer selling apparel, footwear, and equipment for hiking, camping, and climbing. It is a direct multi-channel (stores + e-commerce) competitor in the same Swedish outdoor specialty niche.
- Outnorth: Outnorth is a Nordic outdoor and adventure e-commerce retailer with a comparable multi-brand assortment spanning skiing, hiking, climbing, and paddling. It is one of Addnature's closest direct competitors in Sweden/Scandinavia.
Others
- Haglöfs: Haglöfs is a Swedish heritage outdoor brand whose products (apparel, footwear, equipment) are stocked by Addnature. It is a key supplier/brand partner and a useful comparable for the brand-side economics of Addnature's category.
- Patagonia: Patagonia is a global outdoor apparel and equipment brand sold through Addnature. As a leading vertical outdoor brand, it represents the brand-direct channel that competes with multi-brand retailers like Addnature.
Emerging players
- Zalando: Zalando is a major European online fashion and activewear platform with growing outdoor and sports assortment. It competes with Addnature for Swedish online apparel and footwear demand through scale, logistics, and breadth of brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Addnature social profiles
Digital presenceAddnature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Addnature leadership team
Management profileNumber of profiles
Addnature funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Addnature 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 Addnature
What does Addnature do?
Addnature is a Swedish e-commerce retailer that sells outdoor and adventure equipment, clothing, and footwear directly to consumers through its online store. The platform offers products across categories including hiking, climbing, skiing, running, cycling, camping, paddling, and training, sourced from over 100 international brands alongside its own private-label Nordfjell brand.
Is Addnature a public or private company?
Addnature is a private company. It is classified as corporate owned and is currently operating.
When was Addnature founded?
Addnature was founded in 2000. It employs 101 to 250 people.
Where is Addnature based?
Addnature is headquartered in Stockholm, Sweden, in the Europe region.
How does Addnature make money?
One revenue line is on record: product Sales.
Who are Addnature's main competitors?
Broad incumbents on record are XXL ASA, Stadium and Decathlon. SportScheck is listed as a regional player. Direct peers are Sportamore, Naturkompaniet and Outnorth. Others are Haglöfs and Patagonia. Zalando is listed as an emerging player.
Does Addnature have an API?
No public API is recorded for Addnature.
What industry is Addnature in?
Addnature's product category is Outdoor Equipment E-commerce Retail. Its primary akta.pro industry code is CRAMABAM, Camping, Hiking & Climbing Specialty Retail. Its SIC code is 5600.