Light My Fire
Light My Fire is a Swedish outdoor lifestyle company founded in 1995 that designs and manufactures multi-functional reusable dining and fire-starting products, selling primarily through DTC e-commerce to consumers and B2B customers across 30+ countries.
- Company typePrivate
- Founded1995
- HeadquartersMalmö, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Light My Fire does
Light My Fire is a Swedish outdoor lifestyle company founded in 1995 by Michael Odqvist Jagusch and currently led by his daughter Calill Odqvist Jagusch as CEO. The company designs and manufactures multi-functional reusable outdoor dining and fire-starting products, anchored by its signature Swedish Spork (a spoon-fork-knife combination) available in plastic (biobased massbalance PP), recycled stainless steel (61% recycled, 18/8 restaurant grade), and titanium variants. The product portfolio spans five categories — Spork, Eat (MealKits, plates, bowls, storage), Drink (Swedish Kåsa mugs, tumblers, titanium straws), Fire (Swedish FireSteel, FireKnife 2in1, MayaSticks, GrandPa's FireGrill), and Cook (Kokkaffe coffee, cookbooks) — priced from roughly $4 to $55 per unit and available in 2/4/10-pack bundles. Core technology is industrial rather than software: proprietary magnesium-based fire-starting chemistry, multi-utility product design, certified material sourcing (SCS-certified for MayaSticks), and Swedish manufacturing.
The business model is primarily direct-to-consumer e-commerce through lightmyfire.com, supported by a Shopify storefront shipping to 30+ countries with localized pricing in 32 country/region storefronts, alongside a dedicated B2B portal (lightmyfire.gung.io) and the BORROW circular-economy program that rents reusable products to enterprises, schools, festivals, and stadiums with end-of-life factory recycling. Pricing is unit-based with bundle discounts. Revenue streams are tied to one-time physical product sales rather than recurring licensing. Manufacturing is conducted in Sweden for the core portfolio, with at least one product (GrandPa's FireGrill) sourced from China. The company is privately held and family-controlled with no disclosed external funding or parent company. Brand heritage is reinforced by Swedish Department of Defense origin for the FireSteel technology, Svensk Form design recognition, ethical sourcing partnerships (COMICOVEL Organic in Honduras, Solde Roastery), and community events at CAMP Light My Fire in Malmö.
Light My Fire firmographics
Firmographics- Name
- Light My Fire
- Legal name
- Light My Fire
- Website
- https://lightmyfire.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Light My Fire is a Swedish outdoor lifestyle company founded in 1995 that designs and manufactures multi-functional reusable dining and fire-starting products, selling primarily through DTC e-commerce to consumers and B2B customers across 30+ countries.
- Ownership category
- akta.pro rank
Light My Fire industry classification
Industry- Product category
- Outdoor Lifestyle Products
- NAICS
- All Other Miscellaneous Retailers (45999)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Outdoor Cooking, Hydration & Food Storage Retail (CRAMAAAF)
Keywords
Where Light My Fire is headquartered
LocationHeadquarters
- HQ city
- Malmö
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Light My Fire business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Product Sales (Direct to Consumer): Direct e-commerce sales of outdoor dining, fire-starting, and cooking products to individual consumers through their online store.
- B2B Sales: B2B portal for businesses, schools, festivals, stadiums, and organizations. Includes the BORROW program for rental/return of products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Swedish Spork original - Plastic |
| Unit Pricing | Pay-as-you-go | Swedish Spork stainless - Recycled steel |
| Unit Pricing | Pay-as-you-go | Swedish Spork titanium - Premium |
| Unit Pricing | Pay-as-you-go | LunchKit 2.0 - 6-piece meal kit |
| Unit Pricing | Pay-as-you-go | Outdoor MealKit 2.0 - 7-piece complete kit |
| Unit Pricing | Pay-as-you-go | Swedish Kåsa mugs |
| Unit Pricing | Pay-as-you-go | Swedish FireSteel products |
| Unit Pricing | Pay-as-you-go | Swedish FireKnife 2in1 |
| Unit Pricing | Pay-as-you-go | GrandPa's FireGrill |
| Unit Pricing | Pay-as-you-go | GrandPa's FireFork 2-pack |
| Unit Pricing | Pay-as-you-go | MayaSticks fire starters |
| Unit Pricing | Pay-as-you-go | Cookbooks |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Light My Fire product offering
Product offeringCore offering
Light My Fire designs, manufactures and sells a portfolio of reusable outdoor lifestyle products organized around five categories: Spork (multifunctional spoon-fork-knife utensils), Eat (meal kits, plates, bowls, food storage), Drink (mugs, tumblers, straws), Fire (magnesium fire starters, fire knives, natural fire tinder, portable grills), and Cook (campfire coffee, cookbooks). The company's flagship is the Swedish Spork, with materials spanning biobased plastic, recycled stainless steel, and titanium. Products are sold both directly to individual consumers via their own e-commerce website and to organizations via a B2B portal plus the BORROW circular-economy rental/return program.
Product overview
Light My Fire is a Swedish outdoor lifestyle company offering a diverse portfolio of reusable outdoor products organized around five main categories: Spork (multi-functional utensils), Eat (meal kits, plates, bowls, storage), Drink (mugs, tumblers, straws), Fire (fire starters, knives, grills), and Cook (coffee, cookbooks). The company's flagship product is the Swedish Spork, an iconic spoon-fork-knife combination available in plastic, stainless steel, and titanium materials. Core offerings include LunchKit 2.0 and Outdoor MealKit 2.0 (bestseller), which combine Sporks with plates, bowls, and storage solutions. The Fire category features Swedish FireSteel, Swedish FireKnife 2in1, MayaSticks fire starters, and GrandPa's cooking tools. The company emphasizes sustainability through biobased materials, recycled content, Swedish manufacturing, and a BORROW program for commercial clients. Products are sold individually and in bundles (2-pack, 4-pack, 10-pack), with customization options available.
Differentiator
Problem solved
Functional benefit
Products and services
- Swedish Spork
Quantifiable outcome
- Swedish FireSteel produces up to 3000 strikes
- +2 more outcomes
Companies that use Light My Fire
Customer profileSegments3 records
Ideal customer profiles3 records
Light My Fire technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Light My Fire partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- COMICOVEL OrganiccoreCooperative of small-scale coffee farmers in Honduras's Opalaca Mountains. Suppliers of organic, ethically sourced coffee beans for Swedish KOKKAFFE product. Farmers work organically with focus on biodiversity, forest conservation, and sustainable water management. Part of Blue Harvest Project helping 1,400+ producers develop sustainable ecosystems.
- Solde RoasteryminorSwedish coffee roastery that roasts and coarsely grinds KOKKAFFE coffee in small batches, optimized for traditional Nordic campfire brewing method.
- SCS (Scientific Certification Systems)minorThird-party certification body that certified MayaSticks under the SCS Material Content Certification Program for using 100% reclaimed material.
- Swedish Factory PartnerscoreManufacturing partners in Sweden that enable the BORROW program's circular economy model - products can be returned at end-of-life and recycled into new products.
- MayaSticks Honduras SupplierscoreEthically source fatwood from tree stumps in Honduras, reusing leftover material that would otherwise go to waste. For every stump used, two trees are planted. Certified through SCS. Provide jobs and contribute to education and healthcare initiatives in local community.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Light My Fire competitors and assessment
Company assessmentDirect peers
- Sea to Summit: Australian outdoor brand offering an overlapping range of lightweight utensils (including Delta Spork variants), camp cookware, fire-starting tools, and packable dining/eating systems — directly comparable product mix targeting the same outdoor enthusiast customer with similar DTC-plus-wholesale GTM.
- Vargo Outdoors: Niche US brand specializing in titanium outdoor utensils, cookware, and stoves — the closest direct competitor to Light My Fire's titanium Spork and titanium straw SKUs, targeting ultralight backpackers with the same premium materials positioning.
- UCO: Outdoor utility brand specializing in fire starters, grills, and camp lighting — directly overlapping with Light My Fire's FireSteel, FireKnife, and GrandPa's FireGrill product families targeting the same camping customer.
- GSI Outdoors: US outdoor cookware and dining brand producing nesting cookware, bugaboo cups, insulated mugs, and camp kitchen accessories — directly comparable on outdoor cooking/eating products for the same camping and backpacking customer base.
- Humangear: US-based outdoor dining accessories brand best known for the GoBites spork-style utensil line — directly competing in the same 3-in-1 reusable utensil category with similar material options and price points ($5-$15 range).
Broad incumbents
- Snow Peak: Established Japanese premium outdoor lifestyle brand with extensive cookware, dining, fire, and apparel lines — a much larger incumbent operating in the same outdoor-mealtime category but with broader product portfolio, Japan manufacturing footprint, and global retail presence.
- REI Co-op: Massive US outdoor cooperative retailer with private-label cookware, dining, and camp kitchen products — broad incumbent competing in the same categories through retail presence and house brands at scale Light My Fire cannot match.
- Stanley: Heritage drinkware brand with deep outdoor/camping heritage producing tumblers, mugs, and food containers — broader incumbent with overlapping drinkware (Kåsa/tumbler) and food storage (MyBox/SnapBox) categories, but with much larger scale and retail footprint.
Emerging players
- Primus: Swedish-Scandinavian outdoor cooking brand producing stoves, fire tools, and camp cookware — emerging/niche player with shared Scandinavian heritage and overlap on outdoor cooking and fire-starting categories.
Regional players
- Stelton: Danish design house producing Scandinavian-style thermos flasks, tableware, and home accessories — comparable through shared Nordic design heritage and stainless/double-walled drinkware overlap with Light My Fire's Swedish Kåsa and tumbler line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Light My Fire social profiles
Digital presenceLight My Fire financial estimates
Financial estimateRevenue estimate
Valuation estimate
Light My Fire leadership team
Management profileNumber of profiles
Profiles1 record
Light My Fire funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Light My Fire 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 Light My Fire
What does Light My Fire do?
Light My Fire designs, manufactures and sells a portfolio of reusable outdoor lifestyle products organized around five categories: Spork (multifunctional spoon-fork-knife utensils), Eat (meal kits, plates, bowls, food storage), Drink (mugs, tumblers, straws), Fire (magnesium fire starters, fire knives, natural fire tinder, portable grills), and Cook (campfire coffee, cookbooks). The company's flagship is the Swedish Spork, with materials spanning biobased plastic, recycled stainless steel, and titanium. Products are sold both directly to individual consumers via their own e-commerce website and to organizations via a B2B portal plus the BORROW circular-economy rental/return program.
Is Light My Fire a public or private company?
Light My Fire is a private company. It is classified as family owned and is currently operating.
When was Light My Fire founded?
Light My Fire was founded in 1995. It employs 11 to 50 people.
Where is Light My Fire based?
Light My Fire is headquartered in Malmö, Sweden, in the Europe region.
How does Light My Fire make money?
Two revenue lines are on record. Product Sales (Direct to Consumer) is the primary driver. The others are B2B Sales.
Who are Light My Fire's main competitors?
Direct peers on record are Sea to Summit, Vargo Outdoors, UCO, GSI Outdoors and Humangear. Broad incumbents are Snow Peak, REI Co-op and Stanley. Primus is listed as an emerging player. Stelton is listed as a regional player.
Does Light My Fire have an API?
No public API is recorded for Light My Fire.
What industry is Light My Fire in?
Light My Fire's product category is Outdoor Lifestyle Products. Its primary akta.pro industry code is CRAMAAAF, Outdoor Cooking, Hydration & Food Storage Retail. Its NAICS code is 45999 and its SIC code is 3420.