Pinewood
Pinewood is a privately held Swedish outdoor apparel brand founded in 1996, designing functional clothing and equipment for hunting, fishing, hiking, and dog sports across five European markets via its own e-commerce platform and B2B dealer network.
- Company typePrivate
- Founded1996
- HeadquartersVärnamo, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Pinewood does
Pinewood is a privately held Swedish outdoor apparel company founded in 1996 and headquartered in Småland, Sweden. The company designs, produces, and sells functional outdoor clothing and equipment targeted at Scandinavian consumers engaged in hunting, fishing, hiking, dog sports, and bird watching. Its product portfolio spans men's, women's, and children's categories and includes activity-specific lines such as the Furudal Retriever Active hunting range, the Hundsport (dog sport) collection, the Abisko Light Stretch hiking line, and the InsectSafe® technology range for insect protection. Pinewood also offers sustainability-positioned product lines including Finnveden Recycled and OnceMore® recycled-material apparel, alongside hemp-blend fabric options.
The company operates a direct-to-consumer e-commerce business on Shopify at pinewood.eu, with localized storefronts across five European markets (Sweden, Denmark, Finland, Norway, and Germany) supporting local languages and currencies. Revenue is generated primarily through one-time unit sales of apparel and equipment, with pricing ranging from approximately 249 SEK for accessories to 1,499 SEK for jackets. Pinewood supplements its consumer storefront with a B2B dealer/wholesale portal serving Scandinavian retailers. The marketing stack includes Klarna payments, Klaviyo email automation, Google Analytics, Microsoft Clarity, Meta Pixel retargeting, and Imbox chat, alongside a content and community program branded Pinewood Family that uses ambassadors, a blog, newsletter, and the #yespinewood social hashtag.
Pinewood is a member of the Scandinavian Outdoor Group industry association and is GDPR, CCPA, and PCI DSS compliant for its e-commerce operations. The company has no disclosed parent entity, no institutional investors, no funding rounds, and no publicly reported revenue or headcount. Ownership and control dynamics could not be determined from the available source material.
Pinewood firmographics
Firmographics- Name
- Pinewood
- Legal name
- Pinewood
- Website
- https://pinewood.eu
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pinewood is a privately held Swedish outdoor apparel brand founded in 1996, designing functional clothing and equipment for hunting, fishing, hiking, and dog sports across five European markets via its own e-commerce platform and B2B dealer network.
- Ownership category
- akta.pro rank
Pinewood industry classification
Industry- Product category
- Outdoor Apparel and Equipment
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industries
- Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Hiking & Trail Accessories Retail (CRAMAAAD)
Keywords
Where Pinewood is headquartered
LocationHeadquarters
- HQ city
- Värnamo
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Pinewood business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Pinewood generates revenue through direct sales of outdoor clothing and equipment to consumers via their e-commerce platform. Products are sold at various price points ranging from approximately 249 SEK for accessories to over 1,500 SEK for jackets and specialized garments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Men's and Women's outdoor clothing with prices ranging from basic to premium tiers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Pinewood product offering
Product offeringCore offering
Pinewood designs, sells and distributes functional outdoor clothing and equipment for hiking, hunting, fishing, dog sports and general Scandinavian outdoor activities. The offering spans men's, women's and children's apparel including jackets, pants, fleece, shirts, t-shirts, hoodies, active wear and accessories, sold directly to consumers via pinewood.eu and through a B2B dealer network across five European markets.
Product overview
Pinewood is a Swedish outdoor clothing company founded in 1996 in Småland, specializing in apparel and equipment for outdoor activities, hunting, fishing, and dog sports. The product portfolio is organized around multiple branded lines including the InsectSafe® technology line for insect protection, the sustainable Finnveden Recycled collection made from recycled materials, the Värnamo branded casual wear, and specialized activity-specific lines such as Abisko Light Stretch for hiking and Furudal Retriever Active for hunting. The company also offers a dedicated Dog Sport (Hundsport) product line for dog handlers, along with core categories of jackets, pants, fleece, shirts, and accessories for men, women, and children. Pinewood operates primarily through its Shopify-powered e-commerce platform and maintains a loyalty program called Pinewood Family. The company positions itself around sustainability themes, incorporating recycled materials (OnceMore®) and insect protection technologies into its product offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- InsectSafe® Outdoor Apparel Line
Companies that use Pinewood
Customer profileSegments5 records
Ideal customer profiles2 records
Pinewood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Pinewood partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Scandinavian Outdoor GroupminorPinewood is a member of the Scandinavian Outdoor Group, an industry association for Scandinavian outdoor companies. This membership provides industry representation and networking within the outdoor/active lifestyle sector.
Scale indicators2 records
Recent moves1 record
Expansion highlights4 records
Pinewood competitors and assessment
Company assessmentDirect peers
- Didriksons: Swedish outdoor and rainwear brand founded on the west coast of Sweden, offering functional outerwear for hiking, sailing, and everyday outdoor use. Comparable Scandinavian heritage, DTC-plus-wholesale model, and mid-market price positioning.
- Klättermusen: Swedish premium outdoor and mountaineering brand focused on sustainability, recycled materials, and technical apparel. Comparable in sustainability positioning (recycled fabrics, hemp blends) and Scandinavian direct-to-consumer outdoor apparel focus.
- Fjällräven: Swedish outdoor clothing and equipment brand with a near-identical heritage profile (founded in the 1960s, Småland-region roots) and product portfolio across hiking, hunting, and outdoor apparel. Fjällräven is Pinewood's closest national comparable in terms of brand positioning, customer segments, and Scandinavian retail presence.
- Seeland: Danish hunting and outdoor apparel brand under the BPI Group, serving Nordic and European hunters and shooters. Highly comparable in the hunting-specific niche Pinewood targets (Jakt segment), with similar customer base and wholesale model.
- Haglöfs: Swedish outdoor apparel and equipment brand, now owned by ASICS, focused on hiking, mountaineering, and outdoor performance wear. Directly comparable in Scandinavian heritage, multi-category outdoor apparel, and European distribution model.
- Swedteam: Swedish hunting apparel specialist serving Nordic hunters and outdoor enthusiasts. Directly comparable in the hunting segment Pinewood addresses, with similar price points, dealer networks, and customer profiles in the Nordic region.
- Lundhags: Swedish outdoor brand founded in 1932, specializing in hiking boots, clothing, and backpacks with deep Nordic outdoor heritage. Comparable in customer overlap (hiking, hunting-adjacent), price points, and Scandinavian retail channels.
Broad incumbents
- Helly Hansen: Norwegian outdoor and workwear brand with global distribution across sailing, skiing, hiking, and work apparel. Comparable in Nordic heritage and outdoor clothing portfolio, but operates at significantly larger scale across broader geographies.
- Columbia Sportswear: US-based broad-line outdoor apparel and footwear brand with global distribution. Overlaps with Pinewood in hiking, fishing, and outdoor performance categories, but at a substantially larger scale and broader category footprint.
- Patagonia: US-based outdoor apparel leader known for sustainability leadership, recycled materials, and premium positioning. Comparable on sustainability narrative (recycled fabrics, hemp) and direct-to-consumer outdoor apparel model, but operates globally at much larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pinewood social profiles
Digital presencePinewood compliance and trust
Trust signalCompliance3 records
Pinewood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pinewood leadership team
Management profileNumber of profiles
Pinewood funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pinewood 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 Pinewood
What does Pinewood do?
Pinewood designs, sells and distributes functional outdoor clothing and equipment for hiking, hunting, fishing, dog sports and general Scandinavian outdoor activities. The offering spans men's, women's and children's apparel including jackets, pants, fleece, shirts, t-shirts, hoodies, active wear and accessories, sold directly to consumers via pinewood.eu and through a B2B dealer network across five European markets.
Is Pinewood a public or private company?
Pinewood is a private company. It is classified as unknown and is currently operating.
When was Pinewood founded?
Pinewood was founded in 1996. It employs 11 to 50 people.
Where is Pinewood based?
Pinewood is headquartered in Värnamo, Sweden, in the Europe region.
How does Pinewood make money?
One revenue line is on record: direct Product Sales.
Who are Pinewood's main competitors?
Direct peers on record are Didriksons, Klättermusen, Fjällräven, Seeland, Haglöfs, Swedteam and Lundhags. Broad incumbents are Helly Hansen, Columbia Sportswear and Patagonia.
Does Pinewood have an API?
No public API is recorded for Pinewood.
What industry is Pinewood in?
Pinewood's product category is Outdoor Apparel and Equipment. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAMAMAA, Camping, Hiking & Backpacking Gear Retail. Its NAICS code is 45911 and its SIC code is 5600.