Addnature

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.

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

Product category

Outdoor Equipment E-commerce Retail

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

Keywords

• Outdoor equipment retail
• Adventure gear e-commerce
• Outdoor clothing
• Camping supplies
• Sports equipment online

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

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

1. 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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Vartex ABcoreOthersVartex AB is the parent company and legal entity operating Addnature.com (organization number: 559291-9699).
• WS WeSports Group AB (publ)coreOthersWS 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.
• InstaboxminorChannel Partner/ Reseller/ DistributorDelivery partner offering parcel delivery services to customers.
• PostNordminorChannel Partner/ Reseller/ DistributorDelivery partner offering parcel delivery services to customers.
• BudbeeminorChannel Partner/ Reseller/ DistributorDelivery partner offering parcel delivery services to customers.
• DSVminorChannel Partner/ Reseller/ DistributorLogistics and transport partner for shipment delivery.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/addnature
• Instagraminstagram.com/addnature
• LinkedInlinkedin.com/company/addnature

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 Addnature