What Selden Masts does

Seldén Mast AB is a privately held Swedish marine equipment manufacturer founded in 1960 in Västra Frölunda, Sweden, that designs and produces complete mast and rigging systems for sailing vessels — dinghies, keelboats, and yachts up to 80 feet. The company operates six wholly-owned production and sales subsidiaries across Sweden, the United Kingdom, the Netherlands, France, the United States, and Denmark, and distributes its products through a network of more than 750 authorized dealers worldwide. Its best-known sub-brand is Furlex, a jib furling system launched in 1983 with over 200,000 units delivered and treated in the market as effectively synonymous with headsail furling.

The product portfolio spans aluminium and carbon-fibre masts and booms, furling masts, downwind furlers (CX/CXr/CXe), manual and electric winches, deck hardware, hydraulic systems, and a proprietary SEL-Bus 42V can-bus platform that powers synchronized electric sail handling. Manufacturing relies on proprietary processes including Mandrel Filament Moulding (CNC-controlled filament winding of pre-preg carbon fibre), a 20-metre in-house autoclave for curing, and patented technologies such as Asymmetric Rib winch drums and the Race GRIP winch handle. Carbon mast capacity is approximately 400 spars annually, with a new 1800 m² carbon production hall in France coming on line in 2025.

Seldén generates revenue primarily through one-time hardware sales of custom-built mast and rigging systems to OEM boat builders (Hallberg-Rassy, Oyster Yachts, Farr, Saffier, J70), to end consumers via the 750+ dealer network, and through direct-to-consumer online stores for spare parts and accessories in the USA, UK, and global dinghy segments. Pricing is quote-based for complete rig systems (with disclosed unit prices on smaller items ranging from ~€86 for sheet blocks to €3,750 for the Rodkicker 50) and is supported by a 2-year warranty on deck hardware. Customer segments include competitive and Olympic-class dinghy racers, keelboat and yacht owners, boat builders, and rigging professionals, with the company tracking Olympic, World, European, and national championship medals as a brand asset.

Name

Selden Masts

Legal name

Seldén Mast AB

Website

https://seldenmast.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

Seldén Mast AB is a Swedish manufacturer of aluminium and carbon-fibre mast and rigging systems for dinghies, keelboats, and yachts up to 80 feet, including the iconic Furlex furler, selling through 750+ global dealers, OEM boat builders, and direct e-commerce stores.

Ownership category

akta.pro rank

Product category

Marine Rigging Systems

NAICS

Ship and Boat Building (33661), Boat Building (336612)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM)

akta.pro secondary industry

Luxury Yacht Hull & Superstructure Fabrication (Composite/Aluminum/Steel) (IMAJAMAG)

Keywords

• Sailing rigging systems
• Marine hardware
• Carbon fibre spars
• Boat masts
• Headsail furling systems

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mast Systems Sales: Sale of complete aluminium and carbon fibre mast systems for dinghies, keelboats, and yachts. All rigs are custom-made for each individual boat. Includes conventional masts, furling masts, and carbon fibre masts for racing and cruising applications.
2. Boom and Pole Systems: Sale of aluminium and carbon booms, spinnaker poles, telescopic poles, and gennaker bowsprits. Carbon booms offer up to 35% weight savings compared to aluminium.
3. Deck Hardware: Complete range of deck hardware including blocks (plain bearing, roller bearing, ball bearing, high load, ratchet), tracks, travellers, cleats, swivels, deck organizers, and self-tacking systems. All backed by 2-year warranty.
4. Rigging Hardware: Rigging hardware including bronze rigging screws, wire terminals (3-19mm), clevis pins, toggles, tensioners, and shackles. Machined from AISI316 stainless steel. Heritage from Hasselfors acquired in 1989.
5. Winch Systems: Manual (S-series) and electric (E-series, E40i, E40rev) winches featuring Asymmetric Rib Technology. Electric winches powered by SEL-Bus 42V system. Includes reversing winch capability.
6. Aftermarket Spare Parts: Comprehensive spare parts catalogue available through online stores and dealers. Mast ID system (engraved since 1992) enables identification of all parts. Includes Furlex upgrade kits and electric conversion packages.
7. Hydraulic Systems: Hydraulic sail handling including Furlex Hydraulic, furling masts, hydraulic booms, mast jack systems, and hydraulic cylinders for rig tensioning. Complete system including pumps, valves, hoses, and terminals.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Seldén Mast AB manufactures and sells complete mast, boom, and rigging systems for sailing vessels ranging from dinghies and keelboats to yachts up to 80 feet. The product portfolio includes aluminium and carbon fibre spars, the Furlex jib furling system, in-mast furling systems, downwind furlers, winches, deck hardware, rigging hardware, hydraulic sail handling systems, and the proprietary SEL-Bus 42V electrical platform for synchronized electric functions. All rigs are custom-made for each individual boat, with the company selling primarily through a global network of 750+ authorized dealers and direct OEM supply to boat builders.

Product overview

Seldén Mast is a world-leading manufacturer of complete mast and rigging systems for sailing vessels, offering a comprehensive portfolio of aluminium and carbon fibre masts, booms, and deck hardware for dinghies, keelboats, and yachts up to 80 feet. The product line centres on integrated sail handling systems including Furlex jib furling (manual, electric, hydraulic, and through-deck variants), furling masts with Synchronized Main Furling (SMF), and downwind furlers (CXe, CXr, CX/GX). Supporting infrastructure includes the proprietary SEL-Bus 42V electrical system for synchronized electric functions, hydraulic systems for cruise control and rig tensioning, and a complete range of rigging hardware, blocks, tracks, winches, and sail hardware. All products are developed with attention to detail and quality testing, with global support through over 750 authorized dealers.

Differentiator

Problem solved

Functional benefit

Brands

• Furlex: Jib furling and reefing system; best-selling headsail furling system globally with over 200,000 systems delivered since 1983.
• Seldén Pro

Products and services

• Aluminium Masts
• Carbon Fibre Masts Carbon composite masts using Mandrel Filament Moulding (MFM) for racing and performance yachts, offering stiffness, strength, and reduced weight with accentuated longitudinal stiffness for improved upwind performance.
• Furling Masts In-mast furling systems allowing mainsail operation from cockpit, featuring vertical battens, positive roach, asymmetric sail groove, and optional electric/hydraulic drive conversion.
• Dinghy Masts High-performance masts for dinghies developed in collaboration with world-class sailors, including carbon rigs with filament winding for championship-level performance.
• Aluminium Booms Deep-profile aluminium booms with options for Single Line Reef, traditional slab reefing, or furling mast compatibility, prepared for Rodkicker, lazy jack sliders, and stack-pack systems.
• Carbon Booms Carbon fibre booms offering up to 35% weight savings versus aluminium (e.g., 30kg to 20kg on a 35ft boat), featuring Dyneema outhaul and mainsheet attachment with aramid tube.
• Dinghy Booms Optimized dinghy booms with stiffness and low weight, including single-line reefing systems and high-purchase internal outhaul, compatible with class rules.
• Spinnaker Poles Aluminium and carbon spinnaker poles with composite or traditional fittings, including telescopic poles with 150% extension and jockey poles; carbon poles offer 47% weight reduction.
• Gennaker Bowsprits Retractable bowsprits for gennaker deployment in clear air, available in aluminium or carbon, sold as kits with sizing options.
• Furlex S-Series (Manual Jib Furling)
• Furlex Electric Push-button jib furling with 42V electric motor; MkII version (launched 2018) with compact design, 10-25 amp consumption, 25-30 second furling time, available as upgrade for manual Furlex 200S-400S series.
• Furlex TD (Through Deck) Through-deck jib furling allowing longer luff length and cleaner foredeck, with MkII version featuring smoother furling and a smaller line drum for narrow anchor boxes.
• Furlex Hydraulic Hydraulic-powered furling system for cockpit control with compact design, motor inside worm gear, self-braking lock, and manual emergency operation capability.
• CXe Electric Downwind Furling Systems
• CXr Manual Downwind Furling Systems
• CX/GX Downwind Furling Systems First-generation downwind furlers for Code 0 (CX) and asymmetric spinnakers/gennakers (GX), with top-down furling, permanent drum and furling line mounting.
• Deck Hardware - Blocks Complete block range including Plain Bearing, Roller Bearing, Ball Bearing, High Load Ball Bearing, High Load Plain Bearing, and Ratchet blocks, made with glass fibre reinforced polymer and marine grade stainless steel.
• Deck Hardware - Tracks and Travellers Main sheet and genoa sheet tracks with Torlon bearings, self-tacking systems available in 15, 22, 30, and 42mm sizes for various boat configurations.
• Deck Hardware - Line Management Cam cleats in carbon fibre reinforced polymer and aluminium, deck swivels with plain and ball bearing combination, and deck organizers for rope management.
• S-Series Manual Winches
• E-Series Electric Winches Electric 2-speed winches (E40, E46, E52, E60, E66) with 42V SEL-Bus power, three velocities, and manual backup, with motor pack upgradeable from S-series.
• E40i Electric Winch
• E40rev Reversing Electric Winch
• Synchronized Main Furling (SMF)
• SEL-Bus System Proprietary Can Bus system converting 12V/24V to 42V for electric sail handling functions, enabling synchronized operation of Furlex, furling mast, and E40i winch with communication for smooth, safe sail handling and sleep mode for power saving.
• Hydraulic Systems Complete hydraulic systems for cruising control (Furlex Hydraulic, furling mast, hydraulic boom outhaul), trim adjustment (backstay, vang, forestay), and rig tensioning (mast jack), including pumps, valves, hoses, and terminals.
• Rigging Hardware Bronze rigging screws, wire terminals (3-19mm), clevis pins, toggles, backstay/halyard tensioners, and shackles, machined from AISI316 stainless steel. Heritage from Hasselfors acquired in 1989.
• Rodkicker (Rigid Vang) Gas spring-loaded boom support preventing boom drop during reefing, lifts boom on kicker release, doubles kicking strap purchase. Models include Rodkicker 05, 10/20/30, and Rodkicker 50 (for 50-55ft yachts).
• Sail Hardware Full-batten sail cars including IWS (Inner Wheel Slider), MDS (Multi-Directional Support), RCB (Round Circulating Ball Bearings), and OWS (Outer Wheel Slider) systems, plus batten receptacles.
• Carbon Furling Masts (Cruising)
• Halyard Tensioner 32
• StB Rigging Screws
• Swivelling Halyard Shackles
• Nail Terminal for AT-cables
• Clew Block for Furling Masts
• Multi Fairleads in Aluminium
• Rodkicker 50
• Roller Bearing Blocks for Soft-Attachment
• Emergency Stop for SEL-Bus
• Mast Climbing Steps
• High Load Boom Fitting for Dinghy Kickers
• New Winch Handles
• Cam Cleats (Size 27 and 38mm)
• Ratchet Blocks R60
• Soft Attachment Blocks
• Opti Sheet Arrangement
• Roller Bearing Blocks RBB 100 and 130mm

Quantifiable outcome

• Over 200,000 Furlex systems delivered since 1983 launch
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• SWE Sailing Team (Swedish Sailing Federation)coreStrategic or Co-development PartnerSelden and Swedish Sailing Federation signed sponsorship agreement for Selden to support SWE Sailing Team within Olympic classes. Selden provides deck hardware and dinghy rigs. Historic support of Swedish national team sailors continues with this official partnership.
• Hallberg-RassyflagshipStrategic or Co-development PartnerCollaboration on carbon fibre furling masts for larger performance-oriented cruising yachts. First carbon furling mast specified for Hallberg-Rassy 50 with electric drive and hydraulic outhaul for push button operation. Shared ambition for convenient sail handling for demanding sailors.
• Oyster YachtscoreOEM/ Whitelabel/ Licensing PartnerSelden supplied the tallest mast ever made for the Oyster 745. Complete mast system for this premium yacht builder.
• Farr X2coreStrategic or Co-development PartnerOfficial mast supplier for Farr X2 one-design boat. Mast features T800 carbon pre-preg fibre wounded on mandrel for optimized mix of low weight, stiffness and strength. CNC-based winding ensures 100% repeatability for identical boats.
• Saffier YachtsminorOEM/ Whitelabel/ Licensing PartnerE40rev reversing electric winch featured as standard equipment on the all-new Saffier SE 28 Leopard.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sparcraft: French manufacturer of aluminium spars, masts, booms and rigging systems for sailing yachts up to 80ft. Direct competitor to Seldén in OEM mast supply and aftermarket rigging in the European cruising and racing segments.
• Hall Spars & Rigging: US-based carbon and aluminium spar manufacturer for high-performance sailing yachts. Closely comparable to Seldén in custom carbon mast production, OEM supply to premium builders, and racing/Superyacht rig packages.
• Harken: US manufacturer of sailboat hardware, winches, furlers, and rigging components serving OEM boat builders and aftermarket channels. Comparable in serving the same marine customers with overlapping deck hardware, winch, and furling system categories as Seldén.
• Antal: Italian maker of sailing hardware including furlers, winches, deck hardware and rigging accessories. Comparable to Seldén in the deck hardware and furling subcategories across OEM and aftermarket channels.
• Ronstan: Australian manufacturer of sailing hardware—blocks, travellers, furlers, cleats—sailing racers and cruisers. Comparable as a deck hardware and furling systems supplier with global distribution serving similar yacht segments.
• Allen Brothers: UK manufacturer of high-performance sailing hardware including sheave boxes, blocks, and traveller systems, with strong dinghy and keelboat presence. Comparable through overlapping dinghy hardware product categories.
• Future Fibres: Composite rigging specialist (standing and running rigging, rigging screws, soft shackles) for Superyachts and high-performance racing yachts. Comparable as a composite rigging and custom hardware supplier serving the same premium sailing segment.
• Profurl: French manufacturer of headsail furling systems (Furlex's most direct competitor) as well as rigging accessories and reefing solutions. Direct competitor in jib furling systems for cruising yachts across European markets.

Broad incumbents

• Navtec / Sta-Lok: Sta-Lok/Navtec produces rigging hardware, terminals, turnbuckles and stainless components under the broader marine conglomerate (C-S Group). Comparable through the rigging hardware category with a broader portfolio and longer tenure as an incumbent.

Emerging players

• Colligo Marine: Specialist in synthetic standing rigging (Dyneema composites) for performance and Superyacht applications. Comparable as an emerging alternative rigging technology provider targeting similar OEM and refit customers with potentially disruptive composite rigging solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Seldenmast
• Facebookfacebook.com/seldengroup
• Instagraminstagram.com/selden_mast

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 records

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 Selden Masts