What Braasport does

Braasport AS is a privately-held Norwegian specialty sports retailer founded in 2017 and headquartered in Oslo at Kjelsåsveien 168B. The company operates a dual-channel model, combining an e-commerce storefront at braasport.no with two physical locations: a retail store at Ullevaal Stadion (Sognsveien 75) and a combined warehouse and showroom at Frysja (Kjelsåsveien 168). Braasport positions itself as an independent, freestanding sports retailer (frittstående sportsbutikk) with approximately 30 years of accumulated industry experience among its leadership and staff, and explicitly identifies as a pioneer in both e-commerce and specialist sports retail in Norway.

The product portfolio is organized across horizontal sports segments, including alpine, cross-country, randonnee, and touring/backcountry skiing; mountain, gravel, road, hybrid, and electric cycling; trail and road running; rock and ice climbing; and hiking, trekking, and camping. Equipment is sourced through established premium brand partnerships covering Fischer, Madshus, Salomon, Swix, Rottefella, Dynafit, Trek, Scott, Merida, Norrøna, Garmin, Polar, YETI, Amundsen Sports, and Alfa, with brand-specific designations such as Dynafit Competence Center and ALFA PRO Shop. Service offerings include personal shopping appointments, ski fitting using measurement equipment, binding mounting, bike workshop and maintenance, ski waxing and preparation bundled with purchases, and gift cards.

Revenue is generated through merchandise retail sales with price parity between physical and online channels. The company is organized as a Norwegian private limited company (NO 919 534 419 MVA), employs 1-10 people, and has no disclosed parent company, institutional investors, or funding history. Operations are restricted to mainland Norway, with explicit exclusion of Svalbard, Jan Mayen, and international shipments. Standard shipping is fulfilled through Posten Norge, with free shipping on orders above 1,000 NOK and 1-4 day delivery.

Name

Braasport

Legal name

Braasport AS

Website

https://braasport.no

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Braasport AS is an independent Norwegian specialty sports retailer operating two Oslo stores and braasport.no, selling premium skiing, cycling, running, climbing, and outdoor equipment and apparel with expert fitting, workshop, and binding-mounting services.

Ownership category

akta.pro rank

Headquarters

HQ city

Nydalen

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: Braasport generates revenue through direct sales of sports equipment, outdoor gear, clothing, and footwear through both physical stores and online channel.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Braasport is an independent Norwegian sporting-goods retailer that sells ski equipment, bicycles, climbing gear, running gear, outdoor/camping equipment, footwear, and sports apparel through two physical stores in Oslo (Ullevaal Stadion and Frysja) and the e-commerce site braasport.no. The company complements product sales with value-added services including binding mounting, ski preparation/waxing, bike workshop services, ski fitting with specialized measurement equipment, and personal shopping appointments. Revenue is generated through direct retail merchandise sales to Norwegian consumers, with online and in-store prices matched.

Product overview

Braasport is an independent Norwegian sports retail company operating both e-commerce (braasport.no) and physical stores in Oslo (Ullevaal Stadion and Frysja). The business offers a comprehensive sports equipment and apparel portfolio organized across multiple product categories including ski equipment (alpine, cross-country, randonnee, and backcountry), cycling products (bicycles, components, accessories, and clothing), climbing gear, outdoor/travel equipment (tents, sleeping bags, backpacks), running gear, sports clothing, and footwear. The company differentiates through expert personal consultation services, workshop facilities for bike maintenance and ski mounting, and a focus on premium brands. Prices in physical stores match the online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski Equipment Comprehensive range of alpine skis, randonnee skis, freeride skis, cross-country skis, and backcountry skis with related bindings, poles, skins, and wax products.
• Cycling Products Full range of bicycles including mountain bikes, gravel bikes, hybrid bikes, road bikes, e-bikes, and children's bikes, plus cycling components, accessories, clothing, helmets, and shoes.
• Climbing Equipment Climbing gear including ropes, harnesses, carabiners, belay devices, slings, chalk bags, ice climbing gear, training equipment, cams, and climbing helmets.
• Outdoor/Travel Gear Camping and hiking equipment including tents, sleeping bags, sleeping pads, backpacks, trekking poles, water bottles, headlamps, cookware, coolers, and travel luggage.
• Running Gear Running footwear, running apparel, hydration systems, running watches and GPS devices, and running accessories.
• Sports Clothing Jackets (down, fleece, shell, insulation, ski, cycling, training), pants, shorts, shirts, underwear, headwear, socks, children's clothing, and accessories across multiple sport categories.
• Footwear Alpine and freestyle boots, randonnee boots, cross-country boots, telemark boots, hiking boots, trail running shoes, climbing shoes, cycling shoes, sandals, and winter shoes.
• Safety Equipment Ski helmets, knee and elbow protection, avalanche safety gear, first aid supplies, and back protection plates.
• Training Equipment Hydration systems, nutrition products, bike and running strollers, body care products, and indoor trainers.
• Retail Store Services Physical retail store services at Ullevaal Stadion and Frysja locations in Oslo, including personal expert advice, bike fitting services, ski mounting, ski preparation/waxing, personal shopping appointments, and workshop booking for bike maintenance and binding mounting.

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

15 partnerships are on record, tiered core and minor.

• NorrønacoreOthersBraasport carries Norrøna products including a dedicated section for Norrøna restekrok (clearance). Featured brand on the homepage.
• Amundsen SportsminorOthersCarries Amundsen Sports apparel with dedicated size guides and clearance section.
• ScottcoreOthersKey bicycle brand partner offering mountain bikes, gravel bikes, and bicycles.
• TrekcoreOthersKey bicycle brand partner offering mountain bikes, electric bikes, and road bikes.
• MeridacoreOthersKey bicycle brand partner offering gravel bikes and road bikes including Scultura and Silex models.
• DynafitminorOthersFeatured as Dynafit Competence Center, specializing in ski touring and mountaineering equipment.
• YETIminorOthersCarries YETI products including coolers, drinkware, and accessories.
• GarminminorOthersProducts include fitness watches, GPS devices, and cycling computers.
• SwixcoreOthersKey partner for ski poles, waxing equipment, and ski preparation tools.
• RottefellacoreOthersKey partner for ski bindings including classic, skate, and touring bindings.
• SalomoncoreOthersMajor brand partner for ski equipment, running shoes, and outdoor apparel.
• FischercoreOthersKey partner for cross-country skis, ski boots, and poles including Speedmax and Race Pro lines.
• MadshuscoreOthersKey partner for cross-country skis including Race Pro Classic and skin ski models.
• PolarminorOthersProducts include sports watches, fitness trackers, and heart rate monitors.
• AlfaminorOthersALFA PRO Shop partner offering hiking boots and hunting boots.

Scale indicators1 record

Recent moves5 records

Broad incumbents

• Intersport Norge: Norwegian arm of the global Intersport retail cooperative, operating multi-category sporting goods stores. Comparable in breadth and target customer, with substantially larger scale and buying power.
• Decathlon: Global sporting goods retailer with Norwegian presence, offering in-house and partner brands across cycling, skiing, running, hiking, and climbing at aggressive price points. Competes with Braasport across the full multi-sport category mix.
• XXL ASA: Largest Nordic sporting goods retailer with hundreds of stores across Norway, Sweden, Finland, and Denmark plus e-commerce. Directly comparable across the same product categories (ski, cycle, outdoor, running) but at vastly larger scale and lower price positioning.

Direct peers

• G-Sport: Norwegian sporting goods chain focused on ski, cycle, and outdoor equipment with both physical stores and online presence. Mirrors Braasport's specialty retail positioning within the Norwegian market.
• Sport1: Norwegian specialty sports chain with multi-category stores (ski, cycle, outdoor) and e-commerce. Closest direct competitor to Braasport at similar size and category breadth, with overlapping brand portfolio.
• Fjellsport: Norwegian outdoor specialty retailer with strong focus on hiking, camping, and mountaineering gear. Shares Braasport's premium positioning and outdoor enthusiast target audience, with a similar e-commerce-led model.

Others

• Norrøna: Norwegian premium outdoor brand that also operates its own DTC stores and online channel. Comparable as a current Braasport supplier that increasingly competes for the same end consumer with similar product categories.
• Helly Hansen: Norwegian heritage outdoor and sailing brand with DTC retail and wholesale distribution. Comparable as both a Braasport supplier and direct competitor within apparel and outdoor gear.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCC_Ff1TI4u0cVIb8hgLRrSA/featured?disable_polymer=1
• Facebookfacebook.com/braasport
• Instagraminstagram.com/braasport.no
• LinkedInlinkedin.com/company/braasport

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Braasport