Vartex
- Company typePrivate
- Founded1948
- HeadquartersVarberg, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
Vartex firmographics
Firmographics- Name
- Vartex
- Legal name
- Vartex AB
- Website
- https://vartex.se
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Vartex industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)
- akta.pro secondary industries
- Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC), Safety Accessories & Wearables Retail (Neck Braces, Hydration, Earplugs) (CRAMANAL), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)
Keywords
Where Vartex is headquartered
LocationHeadquarters
- HQ city
- Varberg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Vartex business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (B2C and B2B): Vartex generates revenue through the direct sale of motorcycle accessories and fitness equipment to end consumers and businesses via its e-commerce platform. The company acts as a multi-brand distributor, offering products across two main categories with prices ranging from budget items to premium equipment. Revenue is generated through one-time product transactions with both retail (consumer) and wholesale (dealer/återförsäljare) pricing options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing for private consumers with VAT inclusive and exclusive options |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Vartex product offering
Product offeringCore offering
Vartex is a Swedish multi-brand e-commerce distributor selling motorcycle (MC) accessories and fitness equipment to consumers, dealers, and commercial buyers. The MC line covers helmets, intercoms, GPS trackers, oils, security products, and protective gear, while the fitness line spans treadmills, free weights, cardio machines, benches, and functional training gear sourced from 30+ brands including Arai, LS2, CARDO, Liqui Moly, Master Fitness, Impulse, and SweTrack.
Product overview
Vartex is a Swedish e-commerce company (in motion since 1948) operating two main product divisions: Motion & Fitness and MC (motorcycle) accessories. The Fitness division offers treadmills (Master Fitness T60 and T23 with Bluetooth/Zwift support, Impulse Arc Runner), bumper weights (Easygrip Black with grip handles), balance pads, barbells, and general fitness equipment under brands like Master Fitness, Impulse, Assault Fitness, Xebex, SNODE, and Kraftmark. The Motorcycle division is the larger segment, offering intercoms (CARDO HJC-Spirit, HJC-4X, HJC-PACKTALK), helmets and visors (LS2, Arai, Caberg), GPS trackers (SweTrack Lite+ Gen2 with 4G/2G, Maxi+ with temperature/humidity sensors), Liqui Moly oils and care products (2T/4T motor oils, fork oils, gear oils, brake fluids in various viscosities), security products (Luma disc locks and anchors, SmartDNA marking kits), and general motorcycle gear. Vartex functions as a multi-brand distributor and e-commerce platform, reselling branded products from approximately 30+ trademarked brands rather than manufacturing its own products.
Differentiator
Problem solved
Functional benefit
Products and services
- Master Fitness T60 Treadmill (LÖPBAND T60) Commercial-grade treadmill with 3 HP continuous AC motor, 22 km/h top speed, 20 incline levels, Bluetooth connectivity for Zwift and Kinomap, wireless heart rate receiver, 25 mm running board, max user weight 180 kg. Targeted at home and commercial gym buyers.
- Master Fitness T23 Treadmill (LÖPBAND T23) Home-use treadmill with 3 HP DC motor, 18 km/h top speed, 12 incline levels, LED display with USB, max user weight 120 kg. Targeted at home fitness users.
- Easygrip Black Bumper Plates High-quality rubber bumper weight plates with stainless steel inner ring and grip handles on all four sides. Available in 5, 10, 15, 20, 25 kg. Drop-tested for 20,000 drops. Targeted at home gym and strength training users.
- Balance Pad Durable TPE balance training pad for rehab, balance, and coordination training, 39x32 cm, height 6 cm. Targeted at rehab and functional training users.
- Impulse Arc Runner Arc-format cardio machine from Impulse for cardio training, sold through Vartex fitness lineup.
- Master Fitness Add-On Plates Weight plate add-on products for expanding existing barbell setups, from Master Fitness.
- Master Fitness Skivstång 375 kg Barbell Set Complete 375 kg barbell weight set from Master Fitness, available in red and orange variants, for strength training and powerlifting setups.
- SweTrack Lite+ (Gen2) GPS Tracker Real-time GPS tracker supporting 4G (LTE) and 2G (GSM) networks with GNSS (GPS, QZSS, BeiDou, GLONASS). For vehicles with 9-90 V electrical systems. Features geofencing, position history, battery monitoring, ignition alarm, external relay. Data plan from 49 SEK/month.
- SweTrack Maxi+ GPS Tracker Portable 4G/GSM GPS tracker with built-in magnet, temperature and humidity sensors, light and motion sensors. Battery life up to 3+ years, rechargeable 6500 mAh. Geofencing and real-time tracking included.
- CARDO HJC-Spirit Intercom Bluetooth motorcycle intercom system by CARDO for HJC helmets. Entry-level model priced at 1,599 kr.
- CARDO HJC-4X Intercom Bluetooth motorcycle intercom system by CARDO for HJC helmets. Mid-tier model priced at 3,149 kr.
- CARDO HJC-PACKTALK Intercom Premium Bluetooth motorcycle intercom system by CARDO for HJC helmets with mesh/DMC capability. Top-tier model priced at 4,599 kr.
- LS2 FF820 Rapid III Visor Replacement visor for LS2 FF820 Rapid III motorcycle helmet, available in Iridium Silver, Iridium Blue, Iridium Rainbow, Smoke, and Light Smoke variants.
- Liqui Moly Motorcycle Oils and Care Products Full Liqui Moly motorcycle range including 2-stroke and 4-stroke motor oils, fork oils, gear oils, brake fluids, chain sprays, cleaners, and care products. STREET, OFFROAD, RACE, SCOOTER, and ATV formulations in viscosities from 5W-40 to 20W-50 and sizes from 1L to 205L.
- Luma Security Products Motorcycle security equipment by Luma including Solido Disc series disc locks, chain locks, lock reminders, and anchoring solutions. SBSC certified according to class 3.
- SmartDNA Marking Kit DNA-based anti-theft marking system for motorcycles, ATVs, and snowmobiles. Includes indestructible stickers, UV fluid, QR code stickers, and an ISR contact card. Marking registered in the International Security Register (ISR) database used by police and private individuals to identify stolen vehicles.
- SweTrack Charging Cables and Tracker Accessories Charging cables and accessories for SweTrack GPS trackers including Lite+ Gen2, Maxi+, and MaxiTracker models.
Companies that use Vartex
Customer profileSegments2 records
Ideal customer profiles2 records
Vartex technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Vartex partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered major and minor.
- Liqui MolymajorGerman specialty lubricants company whose motor oils, fork oils, chain sprays, cleaners, and care products are distributed through Vartex. Products include 4T and 2T motor oils, gear oils, brake fluids, and motorcycle care products sold across various price points and volumes.
- Master FitnessmajorFitness equipment brand whose products include treadmills (T23, T60), exercise bikes, and fitness accessories. Featured prominently in Vartex's fitness category with products ranging from home gym equipment to commercial-grade machines.
- AraimajorPremium motorcycle helmet manufacturer. Vartex distributes Arai helmets including Adventure/MX, integral, jet, open-face, and modular helmets.
- CARDOmajorBluetooth communication systems for motorcycles. Vartex distributes CARDO intercom products including PACKTALK, SPIRIT, and HJC-specific models with prices ranging from 1,599 kr to 4,599 kr.
- SENAmajorBluetooth communication and entertainment devices for motorcycles. Distributed alongside CARDO products in Vartex's intercom category.
- SwetrackmajorSwedish GPS tracking technology for vehicles and equipment. Products include Lite+ (Gen2) with 4G/2G support and Maxi+ with temperature/moisture sensors. Sold with monthly data plans starting from 49 kr/month.
- SmartDNAminorDNA-based marking technology for motorcycle, ATV, and snowmobile theft protection. Includes decals, UV fluid, and registration in the ISR (International Security Register) database.
- LS2majorMotorcycle helmet manufacturer. Vartex distributes LS2 helmets and visor products including FF820 Rapid III visors in various colors (iridium silver, blue, rainbow, smoke, light smoke).
- ImpulsemajorFitness equipment brand. Vartex distributes Impulse Arc Runner and other commercial fitness equipment through the Vartex platform.
- Assault FitnessminorAirbike manufacturer. Featured in Vartex's fitness category under kondition (cardio) equipment.
- LumaminorMotorcycle security products including disc locks (Solido Disc series), chain locks, lock reminders, and anchoring solutions. SBSC certified according to class 3.
- SNODEminorFitness equipment brand distributed through Vartex's fitness category alongside other brands like Master Fitness and Impulse.
- KnoxminorMotorcycle protective gear brand. Distributed in Vartex's MC category including safety equipment and protective clothing.
- HeliteminorAirbag safety systems for motorcyclists including airbag jackets and vests. Featured in Vartex's safety equipment (skyddsutrustning) category.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
Vartex competitors and assessment
Company assessmentDirect peers
- RevZilla: RevZilla is a leading US motorcycle gear and accessories e-commerce retailer (part of Comoto Holdings). It is the closest functional peer: multi-brand distributor of helmets, intercoms, oils, and protective apparel sold online to enthusiasts, mirroring Vartex's core model.
- FC-Moto: FC-Moto is one of Europe's largest online retailers of motorcycle helmets, clothing, and accessories, shipping across Europe from Germany. Closely comparable to Vartex in product mix (helmets, intercoms, oils, gear) and online-only multi-brand distributor model.
- SportbikeTrackGear: US-based online specialist retailer of motorcycle helmets, gear, and accessories from multiple premium brands. Same e-commerce-led, multi-brand distributor archetype as Vartex, focused on enthusiast riders.
- Powerhouse Fitness: UK-based online and showroom retailer of home and commercial fitness equipment (treadmills, weights, machines). Direct comparable to Vartex's fitness division's product mix (Master Fitness, Impulse, Assault Fitness) and B2C/B2B dual GTM.
Regional players
- XXL Sport: XXL is the largest Nordic sporting goods chain (Norway/Sweden/Finland), with multi-category sporting goods including fitness equipment. Comparable as a broad Nordic sporting goods retailer; competes for the same fitness buyer as Vartex though with much larger assortment and store footprint.
- Stadium: Swedish-based multi-category sporting goods retailer with strong online and physical presence. Comparable as a domestic competitor in Sweden for fitness equipment and accessories, though it does not specialize in motorcycle gear.
- Bike24: Germany-headquartered European e-commerce retailer for cycling, fitness, and outdoor equipment. Comparable as a European online sporting-goods multi-brand distributor, though its core is cycling rather than motorcycle.
- Wiggle: UK-based online retailer of cycling, running, swimming, and fitness equipment. Comparable as a multi-category European sporting-goods e-commerce player with similar brand portfolio distribution model.
- Sporttema: Swedish online sporting goods retailer carrying fitness equipment and accessories. Comparable as a domestic Swedish e-commerce competitor focused on similar fitness product categories.
Broad incumbents
- Amazon Sweden: Amazon's Swedish marketplace competes for the same online motorcycle accessory and fitness buyers with broader assortment and Prime delivery. Indirect but significant competitive pressure on Vartex's e-commerce economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Vartex social profiles
Digital presenceVartex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vartex leadership team
Management profileNumber of profiles
Profiles1 record
Vartex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vartex 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 Vartex
What does Vartex do?
Vartex is a Swedish multi-brand e-commerce distributor selling motorcycle (MC) accessories and fitness equipment to consumers, dealers, and commercial buyers. The MC line covers helmets, intercoms, GPS trackers, oils, security products, and protective gear, while the fitness line spans treadmills, free weights, cardio machines, benches, and functional training gear sourced from 30+ brands including Arai, LS2, CARDO, Liqui Moly, Master Fitness, Impulse, and SweTrack.
When was Vartex founded?
Vartex was founded in 1948. It employs 1 to 10 people.
Where is Vartex based?
Vartex is headquartered in Varberg, Sweden, in the Europe region.
How does Vartex make money?
One revenue line is on record: product Sales (B2C and B2B).
Who are Vartex's main competitors?
Direct peers on record are RevZilla, FC-Moto, SportbikeTrackGear and Powerhouse Fitness. Regional players are XXL Sport, Stadium, Bike24, Wiggle and Sporttema. Amazon Sweden is listed as a broad incumbent.
Does Vartex have an API?
No public API is recorded for Vartex.
What industry is Vartex in?
Vartex's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMANAB, Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow), with a secondary code of CRAMANAC, Protective Armor & Impact Protection Retail (Body/Back/Chest). Its NAICS code is 42312 and its SIC code is 5013.