Amok Equipment

What Amok Equipment does

Amok Equipment AS is a privately held Norwegian outdoor equipment designer and direct-to-consumer retailer founded in 2013 and headquartered in Oslo, Norway, operating with a 1-10 employee team. The company designs and sells the Draumr family of flat-lay hammocks (Draumr 5.0, Draumr Ultralight, Draumr Double) along with the Segl XL traditional hammock, Fjøl sleeping pads (3-season, Winterlight, Ultralight), Skjold tarps, and accessories. Core engineering differentiators include a patented Chair Mode transformation system that converts the hammock to a lounger in roughly ten seconds, a knot-free color-coded suspension system, the proprietary Ammolight 20D nylon monofilament fabric, and an integrated sleeping-pad architecture in which Draumr hammocks are engineered to work with Fjøl pads to deliver a bed-like flat surface.

The business operates a pure direct-to-consumer e-commerce model through amokequipment.com and its regional domains, with no third-party resellers or retail storefronts. All orders ship globally from a single European warehouse via DHL Express, reaching 40+ countries across Europe, North America, South America, Oceania, and Asia. Pricing is one-time/perpetual across the catalog: hammocks range from $49.95 (Segl XL) to $369.95 (Draumr Double), and Fjøl sleeping pads from $129.95 to $189.95. Marketing is community-driven through Instagram, Facebook, YouTube, TikTok, email newsletters, user-generated content, and event partnerships such as Morakniv (2025) and Utefest (2026), supported by a 100-day risk-free trial, 8-hour sleep guarantee, and 5-year warranty. Revenue is not disclosed; observable proxies (small headcount, niche premium category, established review base) place annual revenue most likely in the low single-digit millions.

Name

Amok Equipment

Legal name

Amok Equipment AS

Website

https://amokequipment.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Amok Equipment is a Norwegian designer and direct-to-consumer retailer of premium hammock camping systems (Draumr flat-lay hammocks, Fjøl sleeping pads, Skjold tarps), shipping globally from a European warehouse via its own e-commerce storefront to individual outdoor enthusiasts across 40+ countries.

Ownership category

akta.pro rank

Product category

Outdoor Hammock Camping Equipment

akta.pro primary industry

Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail (CRAMAAAJ)

akta.pro secondary industry

Camping Furniture & Camp Kitchen Retail (CRAMAMAC)

Keywords

• Hammock camping gear
• Flat lay hammocks
• Ultralight backpacking
• Outdoor sleeping pads
• Hammock tarps

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardware Sales - Hammocks: One-time purchase of hammocks (Draumr 5.0, Draumr Ultralight, Draumr Double, Segl XL) through direct e-commerce. Bundle discounts available (10% off accessories with hammock purchase)
2. Accessories and Consumables: Sleeping pads, tarps, pole sets, straps, carabiners, stakes, and other accessories sold separately or as bundles
3. Demo and Refurbished Products: Demo-used products sold at 15% discount; repaired products with minor cosmetic flaws sold at reduced prices

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Amok Equipment designs and sells a Norwegian-engineered hammock camping system, including flat-lay Draumr hammocks (Draumr 5.0, Draumr Ultralight, Draumr Double), the Segl XL classic hammock, Fjøl sleeping pads, and Skjold tarps, plus related accessories. The setup is engineered so the hammock and proprietary sleeping pad work together to provide a bed-like flat sleeping surface, with a patented chair-mode conversion and knot-free suspension for ease of use. All products are sold direct-to-consumer online and shipped globally.

Product overview

Amok Equipment is a Norwegian outdoor equipment company offering a comprehensive hammock camping system. The core product line centers on the Draumr hammock family (Draumr 5.0, Draumr Ultralight, and Draumr Double) designed for flat, bed-like sleeping in outdoor settings. These are complemented by Fjøl sleeping pads (Fjøl, Fjøl Winterlight, Fjøl Ultralight) and Skjold tarps (Skjold 10, Skjold 13) that form an integrated camping ecosystem. The Segl XL provides a simpler traditional hammock option. The company also offers accessories including pole sets, tree straps, carabiners, stakes, and guylines. All products are designed in Norway by Norwegian outdoor engineers and sold direct-to-consumer through their official website.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 8-hour sleep guarantee or 100-day return policy
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• UtefestminorGTM or Marketing Partner · 27 June 2026Amok Equipment announced as partner for Utefest outdoor festival (September 4-6, 2026, Järvsö Sweden). Festival brings hundreds of outdoor enthusiasts for paddling, climbing, cycling, cooking, hiking, and lectures. Amok will have booth presence.
• MoraknivminorGTM or Marketing Partner · 5 July 2025Co-sponsored giveaway with Swedish outdoor knife manufacturer Morakniv. One lucky winner received Draumr hammock + Fjøl sleeping pad (Amok) and Amberg Compact knife (Morakniv). Open to EU countries, Norway, and USA. Not sponsored by Meta.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Hyperlite Mountain Gear: Premium ultralight backpacking gear brand (packs, shelters, accessories) serving the same ultralight/backpacker customer as Amok; broader portfolio but overlapping buyer profile and similar DTC, premium-pricing, and community-driven marketing model.
• Sea to Summit: Global outdoor brand with sleeping pads, hammocks, and shelter accessories overlapping Amok's pad and tarp categories; comparable on target user and product range, with much broader retail distribution worldwide.
• Therm-a-Rest: Market-leading sleeping pad brand owned by Cascade Designs; comparable to Amok through its Fjøl pad line in category (insulated sleeping pads for backpacking) and target user, but at much larger scale with broad outdoor retail distribution.
• Hilleberg: Premium Scandinavian tent maker with similar Norwegian/Scandinavian design heritage and premium pricing; comparable to Amok in design-led positioning, European outdoor enthusiast customer, and DTC emphasis, though Hilleberg operates in tents rather than hammocks.

Regional players

• Ticket to the Moon: Parachute-fabric hammock brand founded in Europe with similar hammock-first product philosophy; comparable to Amok in flat-fabric hammock category and lightweight backpacking positioning, with strength in European and Asian markets rather than the US-focused Norwegian brand.

Direct peers

• Warbonnet Outdoors: Boutique hammock maker specializing in bridge hammocks with flat-lay designs (XLC, Blackbird); closely comparable to Amok's flat-lay positioning and ultralight enthusiast customer base.
• Grand Trunk: Hammock and travel gear brand with broader mass-market positioning; comparable to Amok in core hammock category and DTC plus Amazon distribution, though at a lower price tier.
• Hennessy Hammock: Established hammock tent manufacturer with patented designs for backpacking and expedition use; directly comparable to Amok in product category (hammock-as-shelter), target user, and DTC-plus-dealer distribution.
• Eagles Nest Outfitters (ENO): Largest dedicated hammock brand in North America with broad product line and strong retail/wholesale presence; directly comparable to Amok on category (hammocks and accessories) and target buyer (camping and festival users).
• Kammok: Premium outdoor hammock brand selling DTC and through select retail; comparable to Amok in target customer (ultralight backpackers, outdoor enthusiasts), premium pricing, and hammock-first product focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/amokequipment
• Facebookfacebook.com/amokequipment
• Instagraminstagram.com/amokequipment
• TikToktiktok.com/@amokequipment
• Xx.com/amokequipment
• LinkedInlinkedin.com/company/amok-equipment

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Amok Equipment