Fladen Fishing

What Fladen Fishing does

Fladen Fishing AB is a Swedish fishing-equipment retailer headquartered in Varberg, Sweden, operating as a privately held Aktiebolag with 11-50 employees. The company designs, sources and sells fishing tackle, outdoor clothing and boat accessories through a direct-to-consumer e-commerce store (fladenfishing.se) on the Shopify platform, complemented by a dedicated B2B login portal (fladenfishing.gung.io) and a formal dealer application process for wholesale/reseller customers. The product portfolio is organised across reels (baitcasting, spinning, fly, multiplier), rods (spinning, casting, fly, boat, surf, pole, ice, trolling, travel), pre-matched combos, fishing lines (braided, monofilament, fluorocarbon, fly), terminal tackle (spoons, jigs, pirks, flies, soft lures, hardbaits, poppers, wobblers), clothing, flotation gear and outdoor accessories. Underlying technology is a standard Shopify storefront with mainstream payment integrations (Shop Pay, Apple Pay, Google Pay, Klarna, MobilePay, Visa, Mastercard, Amex, Maestro); no proprietary software platform or AI/ML capability is indicated.

Revenue is generated entirely through one-time hardware sales priced in Swedish Krona, ranging from approximately 89 SEK for entry-level poles to 12,990 SEK for premium reels, with seasonal discounts up to 50%. The company serves two customer segments: recreational anglers across all experience levels and techniques (sea fishing, freshwater, fly, ice, trolling, shore, pole) as primary, and dealers/resellers accessing B2B pricing as secondary. Geographic focus is the Swedish market via the .se domain, with Norwegian-specific products, guides and product naming indicating broader Scandinavian intent. Marketing is conducted through Instagram, Facebook, YouTube, an email newsletter and a content-marketing blog called Fiskeskola (Fishing School). The business is differentiated by a portfolio of approximately 19 proprietary sub-brands (Maxximus, Warbird, Vantage, Charter, Fission, Xtra Flexx, Nidingen, Conrad, Vildmark, Eco, Festival, Adventure, Spinosaurus, and others) that span entry to premium price tiers and specialised techniques, allowing internal margin control and one-stop-shop positioning.

Name

Fladen Fishing

Legal name

Fladen Fishing AB

Website

https://fladenfishing.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fladen Fishing AB is a Swedish fishing equipment retailer selling rods, reels, lines, lures, clothing, flotation gear and boat accessories direct-to-consumer via Shopify and through a B2B dealer portal, serving recreational anglers and resellers across Sweden and the broader Scandinavian market.

Ownership category

akta.pro rank

Product category

Fishing Equipment Retail

akta.pro primary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

akta.pro secondary industries

Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Waders, Apparel & Footwear for Fishing Retail (CRAMALAL), Fly Fishing Specialty Retail (CRAMALAD), Ice Fishing Specialty Retail (CRAMALAE)

Keywords

• Fishing equipment retail
• Fishing tackle supplier
• Outdoor angling gear
• Fishing rods reels
• Marine accessories

Headquarters

HQ city

Varberg

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fishing Equipment Retail: Fladen Fishing generates revenue through direct product sales of fishing equipment including rods, reels, fishing sets, lines, lures, accessories, clothing, and flotation gear. All transactions are one-time purchases of physical goods with no subscription or recurring revenue component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fladen Fishing AB is a Swedish fishing equipment retailer that designs, develops, and sells fishing tackle (rods, reels, lines, lures, terminal tackle, and combos), outdoor clothing (jackets, waders, base layers, caps), boat accessories, and flotation gear (life jackets, survival suits). The company sells primarily through a direct-to-consumer Shopify-powered online store at fladenfishing.se, complemented by a B2B dealer login portal and dealer application program for wholesale resellers in Sweden and the broader Scandinavian market.

Product overview

Fladen Fishing AB is a Swedish fishing equipment retailer offering a comprehensive portfolio of fishing gear organized across multiple product lines. The core offering consists of fishing reels (baitcasting/spinning reels, fly reels, and multiplier reels), fishing rods (spinning, casting, fly, boat, surf, pole, and ice fishing rods), and fishing combos (pre-matched rod and reel sets for various techniques). Supporting product lines include fishing lines (braided, monofilament, fluorocarbon, and fly lines), terminal tackle (lures, spoons, jigs, spinners, poppers, jerkbaits, wobblers, flies), and fishing accessories (hooks, floats, sinkers, tools). The company also offers clothing (jackets, pants, waders, gloves), flotation gear (life jackets, survival suits), and outdoor equipment (boat accessories, camping gear, electric motors). The product structure is organized by technique (spinning, casting, fly fishing, ice fishing, trolling, sea fishing, pole fishing) rather than as a unified software platform. The main product brands include Maxximus (premium reels and rods), Warbird (versatile reels and rods), Vantage (mid-range equipment), Charter (boat and ocean fishing), Fission (entry-level reels), Xtra Flexx (basalt fiber telescopic rods), Nidingen (Swedish-made spoons), Conrad (German premium soft lures), and Vildmark (telescopic combo sets).

Differentiator

Problem solved

Functional benefit

Brands

• Maxximus: Premium fishing rod and reel brand featuring products like Maxximus AluPro, Maxximus PRED-X, Maxximus Coast Master, Maxximus Solid Carbon series, and Maxximus Electric reels
• Warbird
• Vantage
• Fission
• Chieftain
• Charter
• Xtra-Flexx
• Nidingen
• Conrad
• Clipper
• Festival
• Fight
• Eco
• Adventure
• Spinosaurus
• Euro Gold
• Collateral
• Daisho
• Travel North
• Celtic

Products and services

• Maxximus Reels Premium fishing reels spanning baitcasting, spinning, fly, and multiplier categories. Models target predator fish (pike, zander), sea trout, bass, and deep-sea species, with aluminum and carbon fiber construction, multi-ball-bearing systems, and Japanese stainless steel components.
• Fladen Fishing Rods Fishing rods for spinning, casting, fly, boat, surf, pole, ice, trolling, and travel fishing. Construction includes solid carbon, high-modulus carbon, fiberglass, and basalt fiber blanks across lengths from 115cm ice rods to 420cm surf rods.
• Fishing Combos and Sets Pre-matched rod and reel combo packages for various techniques including spinning, casting, fly fishing, ocean fishing, and junior entry-level sets. Many include pre-spooled line and accessory boxes (hooks, lures, spinners).
• Fishing Lines and Leaders Braid (4X, 8X, 12X strand), monofilament, fluorocarbon, fly lines, and shock leaders for freshwater, saltwater, and fly fishing applications. IGFA-certified big game line available.
• Hard Lures (Spoons and Pirks) Swedish-designed spoon lures and Scandinavian-style pirks (jigs) for sea trout, cod, mackerel, and other saltwater species in weights ranging from light (3g) to heavy-duty (750g) ocean jigs.
• Soft Lures and Jigs Soft plastic lures including shads, grubs, curlytails, dropshot baits, NED rigs, and specialty imitations (lamprey, goby, roach, trout patterns). Bulk packs and pre-rigged ready-to-fish configurations available.
• Jerkbaits and Topwater Lures Jerkbaits, poppers, surface lures, and topwater frog/mouse imitations for predator fish (pike, perch, bass, zander) in shallow water and surface-strike scenarios.
• Wobblers and Crankbaits Wobblers (Swedish for crankbaits), multi-jointed swimbaits, and Conrad vibration lures for predator fish. Floating, sinking, and jointed profiles in compact to larger sizes.
• Flies and Fly Fishing Accessories Fly fishing flies including dry flies, nymphs, streamers, zonkers, coastal sea trout patterns, and pre-rigged float fly sets for rainbow trout and sea trout.
• Mackerel and Ocean Rigging Sets Pre-rigged mackerel jig setups with weighted sinkers (70g-500g), flashers, hooks, and traditional timber or plastic winders for herring and mackerel ocean fishing.
• Fishing Accessories and Tackle Fishing tackle and accessories including hooks (single, treble, stingers), swivels, leaders, floats, sinkers, tools, knives, scales, rod holders, bite indicators, and trolling-specific components.
• Ice Fishing Equipment Ice fishing gear including short pike rods, ice augers, ice fishing accessories, and small jigs/bait for fishing through ice holes.
• Storage and Tackle Boxes Tackle storage including lure boxes, bait boxes with included contents, fishing backpacks/bags, and rod cases/tubes for transport and organization.
• Fishing and Outdoor Clothing Outdoor clothing line including jackets, T-shirts, sweaters, pants, sunglasses, waders and wading boots, hunting clothing, rainwear, caps, gloves, scarves, and base layers for anglers and outdoor enthusiasts.
• Flotation Gear Safety flotation equipment including flotation overalls, rescue vests, standard life jackets, and inflatable life jackets for boating and fishing safety.
• Boat Accessories and Outdoor Equipment Boat accessories, camping and outdoor gear, electric motors, crab fishing equipment, snorkeling masks, fish smokers, and soft toys/lures for ice fishing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Svartzonker: Swedish premium lure brand focused on pike, perch, and zander fishing; competes head-to-head with Fladen's Maxximus and Conrad soft lure lines in the domestic Scandinavian predator niche.
• Sportfiskebutiken: Swedish online fishing tackle retailer covering rods, reels, lures, and accessories; competes directly with Fladenfishing.se for the same Scandinavian consumer base via a similar DTC e-commerce model.
• Rapala: Finnish-origin global fishing lure and tackle maker with extensive Scandinavian distribution; directly comparable product mix (lures, rods, combos) and similar focus on northern European predator and salmonid fishing.
• Penn Fishing: Saltwater-heavy reel specialist under Pure Fishing; directly competes with Fladen's Maxximus sea reels and Warbird multiplier line in heavy-duty ocean and trolling categories.
• Abu Garcia: Swedish-founded fishing tackle brand (now Pure Fishing) historically dominant in Scandinavian reels and rods; offers overlapping baitcasting, spinning, and multiplier reels in the same price tiers as Fladen's Maxximus and Warbird lines.
• Westin Fishing: Swedish-designed premium fishing lure and rod brand; operates from the same Nordic market and overlaps with Fladen across sea trout, pike, and predator categories with a similar price-tier strategy.

Broad incumbents

• Pure Fishing: Global fishing tackle conglomerate owning Abu Garcia, Penn, Berkley, and other brands; an established incumbent competing with Fladen through multiple overlapping product lines and far larger distribution.
• Shimano: Global leader in fishing reels, rods, and tackle; an established incumbent in every category Fladen competes in, with much deeper R&D and brand budget; competes broadly but does not specialize in Nordic-specific predator techniques.
• Daiwa: Major Japanese tackle maker covering spinning, baitcasting, and saltwater reels and rods; competes in essentially every product category Fladen carries but at global scale rather than Nordic specialization.

Emerging players

• Fish:lab: Swedish bait brand (scented soft plastics, attractants) targeting the same Scandinavian predator segment; partial overlap with Fladen's Vermz and Maxximus soft lure categories as an emerging direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCiyZcw80YFO2KSVdLvn1vpA
• Facebookfacebook.com/fladenfishing
• Instagraminstagram.com/fladenfishing_official
• LinkedInlinkedin.com/company/fladen-fishing-ab

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 Fladen Fishing