1852 Navy & Leisure

What 1852 Navy & Leisure does

1852 Marin & Fritid AB is a privately held, full-service recreational marina and boat dealership headquartered at Blåportsgatan 16 in Karlskrona, Sweden, operating under the brand '1852 Navy & Leisure' (Swedish: 1852 Marin & Fritid). The company sells new and pre-owned recreational boats across more than nine international brands — Nimbus, Axopar, Askeladden, Arronet, Capelli, Paragon Yachts, Suzumar, HR Boat, and Linder — at price points ranging from approximately SEK 18,400 for small aluminum boats to over SEK 4.37 million for premium cruisers. It is also the authorized Suzuki Marine outboard motor dealer and service provider for the Karlskrona market, holding the contractual obligation to service the 7-year Suzuki warranty program.

The business operates a year-round service model covering the entire boat ownership lifecycle: purchase consultation, financing facilitation, delivery and sea training, authorized motor service and repairs (Suzuki and most other brands), winter storage, bottom cleaning and painting, installation and retrofitting of accessories (Garmin/Simrad navigation, Webasto heating, Vetus bow thrusters, Zipwake trim systems), and spring relaunch. The proprietary '1852 Komplett' turnkey bundle combines a boat with motor, navigation electronics, safety equipment, mooring package, and bottom painting into a single deliverable. The company also sells complementary product lines including docks/pontoons, trailers, and a broad accessories catalog.

The go-to-market is direct-to-consumer with a single physical showroom and workshop in Karlskrona, supported by a WordPress-based website (Elementor, Google Analytics, Wistia video) that functions as both e-commerce catalog and content hub featuring a boat-buying guide, local harbor information, and event coverage. The company serves individual recreational boaters — families, anglers, and powerboat enthusiasts — primarily in the Blekinge region of southern Sweden, drawing on the strategic location adjacent to the UNESCO-listed Karlskrona archipelago and the Blue Flag-certified city marina. Revenue mechanics combine lumpy one-time boat sales with steadier workshop, storage, and accessories streams. The company holds sector certifications including DNV-approved boats (Linder line), Securmark stolen-boat marking, and GDPR-compliant data handling.

Name

1852 Navy & Leisure

Legal name

1852 Marin & Fritid AB

Website

https://1852.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

1852 Marin & Fritid is a privately held full-service marina and authorized multi-brand boat and Suzuki motor dealership in Karlskrona, Sweden, serving individual recreational boaters in southern Sweden with year-round sales, service, storage, and accessories.

Ownership category

akta.pro rank

Product category

Boat Dealership & Marina Services

NAICS

Boat Dealers (441222), Marinas (713930)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Day Cruiser, Bowrider & Runabout Manufacturing (IMAJAEAI)

akta.pro secondary industries

Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM), Recreational Fishing & Sportfishing Boat Manufacturing (IMAJAEAH)

Keywords

• Boat dealership
• Marina services
• Outboard motors
• Winter boat storage
• Boat workshop

Headquarters

HQ city

Karlskrona

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. New and used boat sales: Retail sale of new and pre-owned boats across multiple brands (Nimbus, Axopar, Askeladden, Arronet, Capelli, Paragon Yachts, Suzumar, HR Boat, Linder, etc.) ranging from small rowboats to large cruisers. Both in-stock and build-to-order boats are sold.
2. Boat motor sales: Sale of outboard boat motors, primarily Suzuki four-stroke engines. Authorized Suzuki dealer offering the lightest and most fuel-efficient motors on the market.
3. Service and repair: Authorized Suzuki service shop providing maintenance, repairs, and installations for boat motors. Services most motor brands. Workshop located at Blåportsgatan 16.
4. Winter storage: Indoor and outdoor winter boat storage services, ensuring boats are protected during the off-season. Includes pre-winter pickup, service, cleaning, and spring relaunch.
5. Accessories and parts: Sale of boat accessories including trailers, lines, fenders, shackles, blocks, sailing accessories, safety equipment, and navigation electronics.
6. Docks and pontoons: Sale of complete dock packages, boat bommars (dolphins/pontoons), and bathing ladders as part of full-service marina offerings.
7. Financing facilitation: Assists customers with financing arrangements for boat purchases, including setup of installment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

1852 Marin & Fritid AB operates a full-service marina in Karlskrona, Sweden that sells new and used boats from multiple brands (Nimbus, Axopar, Askeladden, Arronet, Capelli, Paragon Yachts, Suzumar, HR Boat, and Linder) and serves as an authorized Suzuki dealer for outboard motors. The company also provides winter storage, workshop service and maintenance, boat accessories, docks and pontoons, and financing advisory to recreational boat buyers and owners.

Product overview

1852 Marin & Fritid is a full-service marina and boat dealership based in Karlskrona, Sweden, offering a comprehensive portfolio of boats and marine services. The core offering consists of new and used recreational boats from multiple international brands (Nimbus, Axopar, Askeladden, Arronet, Capelli, Paragon Yachts, Suzumar, HR Boat, Linder) along with Suzuki outboard motors as an authorized dealer. These are complemented by complementary product lines including boat trailers, docks/piers, and a full range of boat accessories. The company provides end-to-end services encompassing boat selection advice, financing support, winter storage, authorized workshop services (Suzuki and most motor brands), and installation/retrofitting. Their signature '1852 Komplett' package bundles boats with navigation equipment (Garmin/Simrad), safety gear, mooring supplies, and bottom painting for turnkey delivery. Additional offerings include an electric motor option (ePropulsion), educational resources through the Boat Guide, and comprehensive marine knowledge content for customers.

Differentiator

Problem solved

Functional benefit

Products and services

• New boat sales
• Used boat sales
• Suzuki outboard motors
• Winter boat storage
• Boat workshop and maintenance service
• Boat accessories
• Docks and pontoons
• Financing advisory

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Suzuki Motor Sweden (Suzuki Marine)coreChannel Partner/ Reseller/ Distributor1852 is an authorized Suzuki dealer for outboard boat motors. Suzuki's four-stroke outboard motors are sold at the marina and the workshop provides authorized Suzuki service and repairs. The partnership includes support for Suzuki's 7-year warranty program.
• Nimbus BoatscoreChannel Partner/ Reseller/ DistributorExclusive or authorized dealer for Nimbus boats, a Swedish boat manufacturer known for weekender and cruiser models. Multiple Nimbus boats are listed in the 1852 inventory, including the Nimbus W9 T-top.
• AskeladdencoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Askeladden boats, a Norwegian manufacturer of aluminum and GRP cruisers. Multiple Askeladden models are sold including C80, C91, C97, and P79 Weekend variants.
• AxoparcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Axopar boats, a Finnish manufacturer known for modular adventure boats. Brand is prominently featured in the 1852 brand portfolio.
• ArronetcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Arronet, a Swedish aluminum boat manufacturer. Multiple models are listed including Arronet 18.5 SPO, Arronet 24.5 Surprise, and Arronet 26 Surprise.
• CapellicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Capelli boats (Italy), a manufacturer of RIB and aluminum boats. Models sold include Capelli Tempest 430 SWE and Capelli 19 Open.
• HR BoatcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for HR Boat (Finnish), a manufacturer of family fishing and day boats. Multiple HR models are featured including HR 392, HR 442SC, HR 480, HR 5.7, and HR 6.3.
• LindercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Linder boats (Finnish), a manufacturer of aluminum row boats, fishing boats, and inflatable boats. Models include Linder 392, Linder 445, Linder 495, Linder Inkas, and Linder Sportsman.
• Paragon YachtscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Paragon Yachts, listed among the 1852 boat brand portfolio.
• SuzumarcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Suzumar boats (Japan), a manufacturer of RIB boats. Models include Suzumar 265, Suzumar 350, and Suzumar 380J.
• SweBoat (Branschens Riksförbund)minorOthers1852 is a member of SweBoat, the Swedish national trade association for the boating industry. The SweBoat logo appears on the company website footer.
• Compani 56minorImplementation/ SI/ Consulting PartnerCompani 56 is a brand and advertising agency based in Karlskrona that provides website development and design services for 1852 Marin & Fritid. Listed in the privacy policy as a data processing partner.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brunswick Corporation: Brunswick owns multiple recreational boat brands (Bayliner, Sea Ray) plus Mercury Marine and other marine equipment lines, and operates an integrated boat retail and service network. It is a broad incumbent whose vertical integration model provides a benchmark for what scaled marine retail can look like globally.
• Princess Yachts: Princess is a major luxury motor yacht manufacturer with a global dealer network serving premium cruising buyers. As a broader incumbent competing for the same high-ticket recreational boater, its dealer economics and brand-driven sales model are top-down benchmarks for 1852's premium cruiser business.
• Axopar Boats: Axopar is a Finnish adventure boat manufacturer whose modular day boats are a flagship category for 1852's showroom. As a brand growing its own direct-to-consumer and dealer footprint, Axopar represents a partner-as-incumbent dynamic: a wider industry player whose commercial decisions materially shape 1852's inventory and pricing.
• Sunseeker: Sunseeker is a global luxury yacht manufacturer operating through an exclusive international dealer network. Comparable as a broader incumbent in premium recreational marine, illustrating where 1852's premium cruiser distribution could consolidate if it scaled up the value chain.
• Nimbus Group (Nimbus Boats): Nimbus Group is a Swedish volume boat manufacturer behind the Nimbus, Paragon Yachts, and other brands that 1852 sells. As an OEM with its own dealer network and direct-to-consumer ambitions, it represents a broader industry incumbent that could shift from partner to competitor through vertical integration or selective distribution changes.

Direct peers

• Watski: Watski operates a multi-location Nordic boat retail chain selling new and used boats, motors, and accessories with integrated service. It is the closest scaled analogue to 1852's full-service dealership model, just at a multi-region rather than single-showroom scale.
• Hjertmans: Hjertmans is a Swedish multi-store boat retailer with physical showrooms across the country, offering new/used boats, motors, accessories, and in-house service. Directly comparable to 1852 in product mix and full-service proposition, competing primarily on geographic breadth rather than specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1852MarinochFritid

Compliance5 records

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 1852 Navy & Leisure