Axon Profil

What Axon Profil does

Axon Profil AB is a Stockholm-based B2B distributor of branded promotional merchandise ("profilprodukter"), founded in 2006 and operating as a private limited company in Sweden. The company sells customized, logo-bearing products across more than 14 categories — backpacks, corporate apparel (jackets, fleeces, knitted sweaters, T-shirts, caps), pens, candy and confectionery, mugs and paper cups, sunglasses, balloons, temporary tattoos, office supplies, electronics (powerbanks, USB), and trade show materials — sourced from 30+ recognized consumer brands (including Nike, Samsonite, The North Face, Herschel, Lindt, Moleskine, Stanley Stella, B&C, SOL's, Urban Vitamin) and customized via screen printing, digital printing (CMYK), embroidery, and laser engraving.

The underlying platform is a direct-to-business e-commerce storefront with localized country sites in Sweden, Denmark, Germany, Spain, France, Italy, Norway, Finland, and Austria, each with native language and currency. The catalog is sized for one-stop-shop breadth — 350+ backpack models, 120+ jacket models, 40+ sunglasses, etc. — and supports real-time per-unit pricing with volume discounts, screen and embroidery setup fees, and minimum order quantities as low as 5-10 units on some SKUs.

The business model is sales-led one-time transactional B2B: every customer is assigned a dedicated personal sales contact, with free product samples, free shipping, and Express delivery as differentiators. Pricing is per-unit, tiered by volume; no subscription or recurring contract model is described. Customers are B2B companies using merchandise for external marketing gifting and internal brand/culture purposes, served by a sales team in an organization sized at 11-50 employees. The co-founders identified are Gustaf Gerleman and Axel Gerleman.

Name

Axon Profil

Legal name

Axon Profil AB

Website

https://axonprofil.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Axon Profil is a Stockholm-based B2B distributor founded in 2006 that sells customizable branded merchandise — bags, apparel, pens, mugs, electronics, and more — to thousands of European companies across nine localized country sites, with personal sales contacts and volume-based pricing.

Ownership category

akta.pro rank

Product category

Promotional Products

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

akta.pro secondary industries

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI), Handbags, Luggage & Travel Goods Wholesale (CRAOADAD)

Keywords

• Branded merchandise
• Promotional products
• Custom printing
• Corporate gifts
• Company apparel

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Branded merchandise sales (one-time transactional): Axon Profil generates revenue through one-time transactional sales of customized promotional products. Products are branded (printed/embroidered) per customer order and sold at unit prices that decrease with larger order volumes. No recurring subscription revenue model is indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Axon Profil sells customized branded merchandise (profilprodukter) to businesses across Europe, including bags, backpacks, branded clothing, pens, candy, mugs, electronics, sunglasses, balloons, office supplies, and printed materials. Each product is custom-printed or embroidered per customer order with the buyer's logo or design. The company delivers directly to B2B customers via its own e-commerce sites and supports every order with a dedicated personal sales contact.

Product overview

Axon Profil is a Swedish promotional products company founded in 2006, offering a comprehensive catalog of branded merchandise and corporate gifts. The core offering consists of customizable promotional products that businesses use for marketing purposes, including bags and backpacks (Väskor), branded clothing (Profilkläder) with subcategories for jackets, fleece, and knitted sweaters, pens (Pennor), candy and sweets (Godis) with tablet cases and chocolate, mugs (Muggar) including paper and ceramic options, electronics like power banks, sunglasses (Solglasögon), balloons (Ballonger), temporary tattoos (Gnuggisar), and office supplies (Kontor). Products are primarily sold with customization options such as printing (screen printing, digital printing, CMYK), embroidery, and laser engraving. The company operates across multiple Nordic and European countries with domain extensions for Sweden (.se), Denmark (.dk), Germany (.de), Spain (.es), France (.fr), Italy (.it), Norway (.no), Finland (.fi), and Austria (.at).

Differentiator

Problem solved

Functional benefit

Products and services

• Branded Bags & Backpacks Customizable bags including backpacks, laptop bags, roll-top backpacks, sports bags, and travel bags offered with company branding via printing and embroidery. Targeted at B2B buyers needing promotional bags for marketing and employee use.
• Branded Clothing (Profilkläder) Corporate apparel including jackets, fleece sweaters, knitted sweaters, T-shirts, caps, socks, and workwear with custom printing or embroidery for company branding. Targeted at B2B buyers for employee uniforms, events, and brand visibility.
• Promotional Pens Custom-printed promotional pens offered in multiple styles for B2B branding and corporate gifting. Targeted at B2B buyers seeking low-cost, high-distribution branded merchandise.
• Branded Candy & Sweets Custom-branded edible promotional products including chocolate, biscuits, candy tubes, tablet cases, and candy tins filled with branded sweets such as Skittles, Mentos, and vegan options. Targeted at B2B buyers for trade-show giveaways, customer gifts, and event branding.
• Promotional Mugs & Cups Customized mugs and cups including paper cups, ceramic mugs, thermal mugs, and takeaway cups available with print. Targeted at B2B buyers for office branding, events, and corporate gifting.
• Promotional Electronics Electronic branded merchandise including power banks, USB drives, GPS trackers, and tech accessories offered with company branding. Targeted at B2B buyers for executive gifts and modern promotional campaigns.
• Promotional Sunglasses Branded sunglasses with UV 400 protection in 40+ models including eco-bamboo, metal pilot, and novelty styles; offered with custom printing on frames or lenses. Targeted at B2B buyers for summer events and lifestyle-themed promotions.
• Trade Show & Event Products (Mässa) Promotional products specifically intended for trade shows, conferences, and large events including balloons, temporary tattoos, wristbands, and signage-friendly giveaways. Targeted at B2B buyers running events and exhibitions.
• Promotional Health Products Health-related branded merchandise including stainless-steel sports bottles, matte-finish water bottles, and wellness-themed accessories. Targeted at B2B buyers in health, fitness, and lifestyle-oriented campaigns.
• Office Supplies & Stationery Office-related branded merchandise including notebooks, sticky notes, and desk accessories offered with company branding. Targeted at B2B buyers seeking corporate office gifts and desk branding.
• Printed Materials Custom-printed promotional materials including paper bags, stickers, festival wristbands, and supporting printed accessories. Targeted at B2B buyers needing supplementary branded touchpoints.
• Promotional Accessories Branded accessories such as umbrellas, keychains, sunglasses, and lifestyle items with custom printing or engraving. Targeted at B2B buyers seeking compact giveaways and corporate gifts.
• Bagbase Austin Roll-Top Laptop Backpack Specific roll-top laptop backpack made from recycled 600D polyester with a padded compartment for laptops up to 15.6 inches, offered with 1-color print from 430 SEK per unit (10 units) down to 316 SEK per unit (100+ units). Targeted at B2B buyers looking for a popular branded backpack.

Quantifiable outcome

• 4.9/5 customer service rating based on 2,383 reviews
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

34 partnerships are on record, tiered minor.

• BicminorOthersBic is listed among the 'strong brands' featured in Axon Profil's product catalog. Axon stocks Bic pens and writing instruments as part of its branded merchandise assortment.
• ContigominorOthersContigo is featured as one of the strong brands in Axon Profil's catalog. Contigo water bottles and drinkware are part of the assortment.
• NeutralminorOthersNeutral is listed as a featured brand. Neutral is a Scandinavian sustainable workwear brand included in Axon's catalog.
• SiggminorOthersSigg is listed among Axon Profil's strong brands. Sigg Swiss water bottles are part of the product range.
• LindtminorOthersLindt chocolate is featured as one of the strong brands in Axon Profil's catalog. Lindt confectionery is offered as a promotional candy/gift product.
• Stanley StellaminorOthersStanley Stella is featured as a strong brand in Axon Profil's catalog. Stanley Stella is a premium sustainable apparel brand whose products (T-shirts, hoodies) are available with custom printing through Axon.
• MoleskineminorOthersMoleskine notebooks and planners are featured as one of the strong brands. Axon stocks Moleskine notebooks as promotional office/corporate gift items.
• NikeminorOthersNike is listed among the strong brands available through Axon Profil. Nike sportswear and accessories are offered as branded merchandise.
• RetapminorOthersRetap is listed among the featured brands. Retap drink bottles are included in the assortment.
• StabilominorOthersStabilo is listed among the strong brands. Stabilo writing instruments and stationery are part of the Axon catalog.
• ThermosminorOthersThermos is featured as one of the strong brands. Thermos insulated drinkware is offered as branded merchandise.
• TitleistminorOthersTitleist golf balls and accessories are listed among the strong brands. Titleist products are available for golf-related events and corporate gifts.
• SamsoniteminorOthersSamsonite is mentioned as a brand available in the backpack category (over 350 backpack models). Samsonite laptop bags and travel bags are offered with custom printing.
• The North FaceminorOthersThe North Face is featured as a brand available in the fleece and jacket categories. The North Face fleeces and outdoor apparel are available with custom branding.
• HerschelminorOthersHerschel backpacks are listed as one of the well-known brands available among Axon Profil's 350+ backpack models with printing.
• Case LogicminorOthersCase Logic laptop bags and backpacks are available among the branded bag assortment.
• XD DesignminorOthersXD Design bags and anti-theft backpacks (e.g., Bobby Hero) are available in the product catalog.
• ThuleminorOthersThule laptop bags, backpacks, and cases are available among the branded bag assortment.
• MentosminorOthersMentos candy is available as a branded promotional candy product in tablet/candy boxes (e.g., Slim Mentos, Extra Mentos).
• BagbaseminorOthersBagbase bags and backpacks (including the best-selling Bagbase Austin roll-top laptop backpack) are featured brands in the catalog.
• SOL'sminorOthersSOL's (French brand) jackets, windbreakers, and fleeces are among the most popular brands in the apparel category.
• B&C (Base Child)minorOthersB&C is listed among the most popular brands for jackets and fleeces. B&C bomber jackets, wind jackets, and fleeces are available with custom printing/embroidery.
• RolyminorOthersRoly is a popular brand featured across jackets and fleeces. The Roly Himalaya fleece and Roly Oslo vest are highlighted as popular models.
• RussellminorOthersRussell (brand) knitted sweaters, fleeces, and vests are available. The Russell V-Neck Knitted Pullover and Russell Ladies V-Neck Knitted Pullover are featured products.
• Tee JaysminorOthersTee Jays knitted sweaters and active fleeces are featured premium brands. The Tee Jays Aspen knitted jacket and Active Fleece are listed.
• ElevateminorOthersElevate brand knitted sweaters and fleece products are available. The Elevate Merrit and Stanton models are featured in the knitted sweaters category.
• Urban VitaminminorOthersUrban Vitamin powerbanks (e.g., Corby 10,000 mAh) are featured as new products. Urban Vitamin is a tech accessory brand available in the Axon assortment.
• QuadraminorOthersQuadra bags and backpacks (e.g., Ellsworth roll-top backpack) are featured brands in the Axon catalog.
• Swiss PeakminorOthersSwiss Peak is listed as one of the brands available in the backpack category.
• EastpakminorOthersEastpak is listed as one of the well-known brands in the backpack assortment.
• LexonminorOthersLexon is listed among the brands available in the backpack and bag assortment.
• VingaminorOthersVinga brand backpacks (e.g., Brocton roll-top) are available in the product catalog.
• Westford MillminorOthersWestford Mill is listed among the brands available in the backpack category.
• KaribanminorOthersKariban brand knitted sweaters (e.g., sleeveless V-neck jumper) are available. Kariban is featured in the knitted sweater assortment.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gift Campaign: Nordic (Swedish) B2B corporate gifting and branded merchandise platform. Targets the same use cases as Axon Profil (corporate gifts, branded merchandise for marketing/events) with a more software-led, modern e-commerce experience; emerging player challenging traditional distributors.
• Brand Addition: European (UK-rooted) promotional merchandise company providing customized branded products (apparel, bags, drinkware, accessories) to B2B clients. Directly comparable offering and customer base to Axon Profil, with similar volume-tier pricing and personal account management.
• midocean: One of the largest European promotional products distributors, headquartered in the Netherlands. Operates a multi-country model selling customized branded merchandise to B2B customers across many European markets — directly comparable in customers, product breadth, and GTM to Axon Profil at significantly larger scale.
• Profile AB: Swedish distributor of profile products and branded merchandise serving B2B customers locally and across the Nordics. Directly comparable to Axon Profil in product breadth, customization services, and target market in Sweden.
• PF Concept (Polyconcept): Pan-European promotional products wholesaler (part of Polyconcept group) offering customizable branded merchandise including pens, bags, drinkware, and apparel. Comparable to Axon Profil in product categories, customization model, and B2B sales-led approach.
• Hero Profil: Swedish promotional products distributor offering customized branded merchandise for B2B customers. Directly overlaps Axon Profil in product categories, customization services, sales-led GTM, and Sweden/Scandinavia focus.
• 4imprint: Public B2B promotional products distributor (4imprint Group) operating across the US, UK, and Ireland with a large customizable product catalog. Closely comparable to Axon Profil in catalog breadth, custom print/embroidery model, and sales-led e-commerce motion; differs in geographic focus and scale.

Emerging players

• Prodir: Swiss-based manufacturer and supplier of premium promotional pens — both a brand Axon Profil distributes (Bic, Stabilo, Prodir) and an adjacent competitor in the deep promotional-pens subcategory. Comparable in product customization and B2B sales motion within the narrower pen category.

Broad incumbents

• Lyreco: Major European distributor of workplace and office supplies, including a branded merchandise and promotional products offering. Overlaps with Axon Profil in product categories (office supplies, drinkware, customized merchandise) but operates as a broad workplace supplies incumbent rather than a promo specialist.
• Geiger (GeigerBTC): Large US-headquartered promotional products distributor with growing European presence. Offers customized branded merchandise to enterprise clients similar to Axon Profil, but with significantly larger scale, broader portfolio, and broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/axonprofil
• LinkedInlinkedin.com/company/axon-profil

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Axon Profil