What Tenson does

Tenson is a Swedish heritage outdoor apparel brand founded in 1951 in Varberg, Sweden, and operating today as Tenson AB (Org.nr 559327-2650) with headquarters in Västra Frölunda. The company designs and manufactures technical outdoor clothing — including shell jackets, ski jackets, down jackets, rain jackets, pants, midlayers, base layers, fleece, polos, hoodies, tees, swim shorts, and accessories (bags, gloves, mittens, socks, headwear) — for men and women across skiing, hiking, rain, and lifestyle use cases. Its technical backbone is a proprietary MPC membrane technology family (MPC Plus, MPC Extreme, MPC Extreme X), with disclosed waterproofing (WP) ratings from 5,000 to 20,000 mm and moisture permeability (MP) up to 20,000 g/m²/24h, deployed across shell jackets, shell pants, and rain garments. Product construction is increasingly built on 100% recycled polyamide and recycled polyester shells with PFC-free water-repellent finishes.

The business is run primarily through a direct-to-consumer e-commerce model with 21+ localized European country storefronts (Sweden, Finland, Denmark, Netherlands, Germany, Austria, France, Belgium, Czech Republic, Estonia, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Poland, Portugal, Slovenia, Spain) plus Global, America, and Asia sites, with localized currency, language, and payment methods (Klarna, iDeal, Visa, Mastercard, AmEx). UPS is the shipping carrier with a €60 free-delivery threshold. Pricing is unit-based and positioned in the premium mid-market, with full-price jackets/pants at 800–3,500 SEK and a 20–50% sale tier plus a deeper Quality Outlet channel for prior-season inventory; a newsletter-driven 15% off subscription offer functions as the primary acquisition mechanic. Customer service is handled in-house via [email protected]. Marketing is anchored in owned digital channels (localized e-commerce, email newsletter), organic social media (Instagram, Facebook, YouTube — operated under the shared Craft Sportswear group identity), seasonal story-led campaigns (e.g., SS26 "Where our story meets the shoreline" shot in Varberg), and SEO-driven localized URLs.

The company's profile suggests a small (11–50 employees), privately held European outdoor brand relying on heritage positioning (74+ years), proprietary technical membrane branding, and DTC distribution across many small markets rather than wholesale scale. No public listing, funding rounds, parent company, M&A activity, or disclosed revenue figures are referenced in the source material, and no AI/ML, API, or developer-platform capabilities are offered.

Name

Tenson

Legal name

Tenson AB

Website

https://tenson.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

Tenson is a Swedish heritage outdoor apparel brand (founded 1951, Tenson AB) that designs technical jackets, pants, midlayers, and accessories using its proprietary MPC membrane family, sold direct-to-consumer across 21+ localized European country e-commerce sites plus Global, America, and Asia.

Ownership category

akta.pro rank

Product category

Outdoor Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Outdoor apparel
• Waterproof jackets
• Ski clothing
• Technical outerwear
• Recycled outdoor wear

Headquarters

HQ city

Askim

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer apparel sales: Primary revenue from sale of men's and women's outdoor jackets, ski jackets, rain jackets, down jackets, pants, midlayers, base layers, fleece, polo shirts, hoodies, t-shirts, swim shorts, accessories (bags, gloves, mittens, socks, headwear) through own localized e-commerce storefronts.
2. Quality Outlet / Sale season revenue: Secondary revenue stream via dedicated Quality Outlet and Summer Sale channels selling previous-season outdoor apparel at discounted prices.
3. Newsletter-driven promotional sales: Revenue growth via email newsletter subscription offering 15% off next purchase, applied across markets including Sweden, Germany, Netherlands, Denmark, and Global sites.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Tenson designs and manufactures outdoor clothing for men and women, including ski jackets and pants, shell jackets and pants, rain jackets, parkas, ponchos, rain sets, down jackets, midlayers, base layers, fleece, hoodies, t-shirts, polo shirts, shorts, swim shorts, and accessories (bags, gloves, mittens, socks, headwear). The company sells its products direct-to-consumer through its own localized e-commerce storefronts across more than 21 European country sites, plus Quality Outlet and Summer Sale channels, supported by UPS-based shipping and localized payment options including Klarna, iDeal, Visa, Mastercard, and American Express.

Differentiator

Problem solved

Functional benefit

Products and services

• Cloudburst Jacket (MPC Plus 2-layer shell) Men's wind- and waterproof 2-layer shell jacket built on Tenson's proprietary MPC Plus membrane technology, rated WP 10,000 mm and MP 10,000 g/m²/24h, designed for outdoor activities in wet and windy conditions.
• Manning Jacket (MPC Extreme 2-layer shell) Men's 2-layer shell jacket using Tenson's MPC Extreme membrane, rated WP 10,000 mm and MP 10,000 g/m²/24h, with adjustable cuffs, hem, and articulated sleeves for movement.
• TXlite Scalloway Shell Pants (MPC Extreme X 3-layer) Men's 3-layer ripstop shell pants built on Tenson's MPC Extreme X membrane, rated WP 20,000 mm and MP 20,000 g/m²/24h, with PFC-free water repellent finish, articulated knees, and adjustable waist.
• Hurricane XP Rain Set Men's and women's matching rain set made with MPC Plus material, featuring water-repellent zips, taped seams, detachable adjustable hood, articulated sleeves and knees, designed for sudden showers and wet-weather outdoor use.
• Apelviken Pu Raincoat Women's PU raincoat offering reliable waterproofing for rainy commutes, hiking, and travel, with an original price of 900 SEK and sale/outlet pricing of 450 SEK.
• Monroe Mid Jacket (Women) Women's mid-layer lifestyle jacket designed as a mid-season piece for everyday outdoor wear, sold at 1,900 SEK original and 950 SEK on sale.
• Apelviken Rain Coat (Women) Women's rain coat designed for wet-weather commuting and travel, sold at 900 SEK original and 450 SEK on sale.
• Himalaya Full Zip Fleece Fleece jacket made from 100% recycled polyester with antipilling treatment, elasticated cuffs and waist, and two zippered side pockets, sold at 600 SEK.
• Camper Overshirt Lightweight men's outer layer combining clean design with waterproof fabric and durable construction in 100% recycled polyamide ripstop, sold at 1,000 SEK.
• TXlite Hybrid Zip Hybrid mid-layer using Power Comfort flat fleece with brushed backside, providing thermal regulation, stretch, and quick-dry performance, sold at 1,300 SEK.
• TXlite Tee Men's base layer tee constructed with 90% recycled polyester, originally 400 SEK and sale-priced at 200 SEK.
• Camper Tote Bag New SS26 tote bag made with lightweight construction, recycled fabrics, and water-repellent surfaces for everyday functional use, priced at 750 SEK.
• Tenson SS26 Collection Spring/Summer 2026 seasonal collection covering men's and women's outdoor apparel — including TXlite Scalloway shell range, TXlite Windblock midlayers, TXlite Hybrid Zip, TXlite Tee, TXlite Blend Polo, TXlite Stretch Pants, TXlite Flex Pants, TXlite Adventure Pants/Shorts, Camper Overshirt, Camper Cargo Shorts, Camper bags, Travis Cargo Shorts, Ocean Swim Shorts, Power Comfort Hoodie, and Reporter Jacket — photographed in Varberg, Sweden.

Quantifiable outcome

• Waterproof ratings up to WP 20,000 mm on flagship shell products
• +5 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Haglöfs: Swedish outdoor apparel brand founded in 1914 producing jackets, pants, base layers and footwear. Directly comparable to Tenson as a heritage Nordic DTC-first outdoor brand serving skiing, hiking and lifestyle segments across Europe.
• Rab: British technical outdoor brand specializing in mountain jackets, down jackets and waterproof shells with proprietary technologies (Pertex, Proflex). Comparable as a mid-sized European technical outdoor brand selling similar waterproof shell products.
• Didriksons: Swedish outdoor and rainwear brand founded in 1913 with a strong Nordic DTC presence and focus on functional, weather-protective jackets and pants. Closely comparable to Tenson in heritage, target customer and category mix.
• Fjällräven: Swedish heritage outdoor brand selling jackets, pants, backpacks and accessories with a strong DTC and sustainability positioning. Direct peer in category mix, target customer (Nordic/European outdoor enthusiasts) and heritage-led marketing.
• Mountain Equipment: European technical outdoor apparel specialist focused on mountain sports, with proprietary fabric technologies and direct-to-consumer plus specialty retail distribution. Comparable as a European mid-sized technical outdoor brand competing in the same shell/insulation categories.

Broad incumbents

• Helly Hansen: Norwegian outdoor and workwear brand with proprietary waterproofing membranes (Helly Tech) and a strong ski/sailing heritage. Closely comparable to Tenson in Nordic heritage, membrane technology story and DTC presence in Europe.
• Craft Sportswear: Swedish sports apparel brand sharing Tenson's social channels (Instagram @craftsportswearswe, Facebook /CraftSportswearSWE/) and likely part of the same brand house. Comparable as a Nordic-based performance apparel group, though Craft focuses more on running/training than outerwear.
• The North Face: Global outdoor and ski apparel brand with proprietary fabric technologies (Futurelight, DryVent) analogous to Tenson's MPC family. Comparable on waterproof shell category and European DTC, though vastly larger in scale and marketing spend.
• Patagonia: Global outdoor apparel leader with deep sustainability positioning (recycled materials, PFC-free finishes, Worn Wear) and direct-to-consumer plus wholesale distribution. Comparable on product category and sustainability credentials, though at materially larger scale.
• Arc'teryx: Premium technical outerwear brand with proprietary Gore and in-house membranes, focused on ski, alpine and urban outdoor segments in Europe. Comparable on technical shell category and waterproof/breathability ratings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/CraftSportswear
• Facebookfacebook.com/CraftSportswearSWE
• Instagraminstagram.com/craftsportswearswe/?hl=sv

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 Tenson