Moory

What Moory does

Moory operates Sweden's largest online boat accessory and equipment marketplace under the legal entity Moory Nautics AB, headquartered in Saltsjöbaden in the Stockholm region. The company runs a direct-to-consumer e-commerce storefront at moory.se that carries more than 45,000 SKUs spanning clothing and safety gear, mooring and anchoring equipment, sailing hardware, navigation and electrical systems, outboard and electric motors, inflatable boats, water-sports accessories, and boat care and maintenance products. The assortment is sourced from roughly 800 third-party brands, including Musto, Helly Hansen, Gill, Baltic, Sebago, and Haswing, complemented by a growing private-label line under the NOCK sub-brand (sailing ropes, cleaning products) and Moory own-label accessories such as cooler bags, floating sunglass straps, shopping bags, nautical decals, and mesh bags.

The platform is built on a WooCommerce and WordPress stack, indicating a low-capex, commodity technology foundation rather than a proprietary marketplace or logistics engine. Product merchandising is organized into nine core categories with an additional outlet section for discounted inventory. Pricing is unit-based with frequent campaign discounts and a 14-day price-match guarantee against competitors. Moory acquires customers through a multi-channel mix including Google Ads and Bing Ads for bottom-of-funnel conversion, Facebook/Instagram/YouTube for top-of-funnel reach, email, an affiliate program, and a content hub called Moory Magazine.

The business model is a one-time-purchase online retail model with no disclosed recurring revenue, subscription, or membership monetization despite the mention of a membership program in source material. Revenue is generated entirely from product sales to individual boat owners, with boat clubs positioned as a secondary segment. The company does not publish revenue, has not raised disclosed external funding, and operates with a 1-10 person team, making it a small, privately held, founder-controlled niche e-commerce operator concentrated in a single domestic market.

Name

Moory

Legal name

Moory Nautics AB

Website

https://moory.se

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Moory is a Sweden-based online retailer operating the country's largest boat accessory e-commerce platform, offering over 45,000 products from 800 brands plus its own NOCK and Moory private-label lines. It serves individual boat owners and boat clubs via a WooCommerce-powered DTC storefront.

Ownership category

akta.pro rank

Product category

Marine Equipment Retail

NAICS

Boat Dealers (441222)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industries

Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG), Docking, Anchoring & Mooring Equipment Retail (CRAMAIAI), Yacht Tenders & Auxiliary Leisure Craft Manufacturing (IMAJAEAO)

Keywords

• Boat accessories
• Marine equipment
• Nautical supplies
• Sailing gear
• Boating equipment

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

Revenue model

1. Product Sales: Online retail of boat accessories and equipment through e-commerce platform. Products sold at fixed prices with occasional campaign pricing. Revenue generated from one-time product transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Moory operates Sweden's largest online boat accessories and equipment store via moory.se, offering more than 45,000 products from 800 brands across categories such as sailing apparel, mooring and anchoring, navigation, engine equipment, water sports, electric motors, inflatables, and boat maintenance. The assortment includes third-party brands (Musto, Helly Hansen, Baltic, Gill, Sebago) together with own-brand Moory products (collapsible cooler bag, floating sunglass strap, shopping bag, sticker decals, net bag) and the NOCK sub-brand of ropes and cleaning products.

Product overview

Moory is Sweden's largest online retailer of boat accessories and equipment, operating as a multi-category e-commerce platform with approximately 45,000 products from 800 brands. The product portfolio spans multiple distinct categories: Clothing & Equipment (sealing apparel, life jackets), Mooring & Anchoring (lines, anchors, fenders, windlasses), Sailing (rigging, winches, ropes), Boat Equipment (navigation, solar panels, deck hardware), Engine Equipment (outboards, steering), In Harbor & Shore (kitchen, water sports), Boat Care & Maintenance (cleaning, antifouling), Electric Motors, and Inflatable Boats. The company also sells products under its own NOCK brand (rope collection, cleaning products) and Moory own-brand (bags, straps, stickers). Notable is the extensive third-party brand portfolio including Musto, Helly Hansen, Gill, Baltic, Sebago, and many others. The platform offers an outlet section for discounted items.

Differentiator

Problem solved

Functional benefit

Products and services

• Boat Accessories & Equipment Catalog Online catalog of 45,000+ boat accessories and equipment items from 800 brands including sailing apparel, safety equipment, mooring lines, anchors, navigation instruments, outboard motors, maintenance products, and water sports gear, sold to individual boat owners across Sweden via the moory.se storefront.
• NOCK Sailing Rope Collection High-performance sailing ropes and rigging equipment sold under the NOCK sub-brand, combining Swedish boat expertise with product development for sailors needing reliable running rigging.
• NOCK Cleaning Collection Boat cleaning and maintenance products under the NOCK sub-brand, including all-purpose cleaners, waterline cleaners, barnacle removers, and cleaning kits for routine hull and topside upkeep.
• Moory Picnic (Collapsible Cooler Bag) Collapsible cooler bag with aluminum frame and 500D polyester fabric, approximately 23.5-24 liter capacity, designed for storing food and drinks during boat trips and picnics.
• Moory Sunglass Saver Floating neoprene strap for sunglasses designed to keep eyewear from sinking during boat activities and watersports.
• Moory Bag (Shopping Bag) Robust shopping bag in PP-woven (polypropylene) fabric with 71 liter capacity, water and dirt resistant for use as a deck or shore bag.
• Moory Sticker Decals (Sjömarken) Weather-resistant Swedish nautical marker decals (14 x 11 cm) intended for boat cockpits and personal equipment.
• Moory Net Bag (Nätkasse) Polyester mesh bag sized 400 x 400 x 150 mm that cools drinks when immersed in water and serves as a produce scrubbing bag, with waterproof zipper.
• Outlet Section (Fyndhörna) Discounted and clearance boat accessories and equipment from across the Moory catalog offered at reduced prices.

Quantifiable outcome

• 4.7/5 customer satisfaction rating on Trustpilot

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Defender Marine: Major US online marine parts and accessories retailer with broad assortment across major brand partners — serves as a useful North American benchmark for category breadth, supplier relationships, and content-led acquisition at scale.
• West Marine: Largest US marine supplies retailer operating both physical stores and a substantial e-commerce platform carrying mooring, sailing hardware, and apparel — established incumbent demonstrating the scale Moory could target in Europe.
• Wholesale Marine: Long-running US online marine supplies platform with deep SKU breadth across anchoring, rigging, and hardware — useful benchmark for catalog depth and supplier breadth in a marine accessory specialist.
• Overton's: Established US-based marine accessories retailer offering boating apparel, hardware, and water-sports equipment online — comparable multi-category online retail model serving boaters and water-sports enthusiasts.

Direct peers

• Compass24 (Yachtico): European online marine retail platform carrying sailing apparel, hardware, and accessories across multiple brands — comparable broad-assortment specialist model to Moory, with overlapping category structure.
• Watski: Swedish/Nordic online boat accessories retailer with multi-category assortment spanning mooring, sailing hardware, clothing, and maintenance — directly comparable SKU breadth and target customer to Moory.
• Boatgear.nl: Dutch online boat accessories retailer covering rigging, mooring, electronics, and deck hardware — comparable small specialist serving Northern European boating markets with similar category mix to Moory.
• Footloose: Dutch online retailer specializing in sailing apparel and water-sports footwear from brands like Musto, Helly Hansen, and Gill — directly comparable premium-brand specialty assortment and customer overlap.
• SVB (Spezialversand für Yachten und Boote): Germany's leading online specialist retailer for yacht and boat equipment with deep sailing-hardware and rigging assortment — directly comparable specialist pure-play model targeting boat owners across Central Europe.

Regional players

• BJ Marine: Irish marine retailer selling boats and boat accessories through dealer locations and online channels — adjacent peer with overlapping accessory assortment and similar Nordic/Northern European recreational boating customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCQLIvtFAtavvU_-udfSQXZA
• Facebookfacebook.com/moory.se
• Instagraminstagram.com/moory.se

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 Moory