Marine Store
Marine Store is a Swedish full-service boat dealership operating two showrooms in Norrtälje and Nynäshamn, representing 14+ Nordic boat brands and offering new/used boat sales, service and repair, winter storage, and accessories. The company, owned by Nimbus Group, serves recreational and professional boaters across Sweden.
- Company typePrivate
- Founded1995
- HeadquartersNorrtälje, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Marine Store does
Marine Store is a Swedish full-service boat dealership and marine service center operating two physical showroom locations in Norrtälje and Nynäshamn, with corporate ownership by Nimbus Group, a major Nordic boat manufacturer. Founded approximately 30 years ago, the company represents over 14 boat brands including Buster, Bella, Falcon, Nordkapp, Axopar, Yamarin, and others, with new boat prices ranging from 239,000 SEK for entry-level boats like the Bella 485 R to over 3.6 million SEK for premium Nordkapp Gran Coupe 905 models. The company also sells Yamaha outboard motors (8-450 hp), boat trailers, Yamaha Waverunner jet skis, and Yamaha ATVs.
The business operates five distinct revenue streams: new boat sales, used boat brokerage, service and repair, winter storage, and accessories/motor sales. The service operations feature high-tech workshops with continuously trained mechanics and specialized tooling for modern marine engine technology. Marine Store handles the complete sales cycle including financing, insurance, and delivery, offering package deals that bundle boats with motors and complementary services. The company has been recognized as the world's largest Buster boat dealer in both 2024 and 2025 by Buster Boats/Yamaha Motor Group, and was named Marine Workshop of the Year 2024 by Swedish customers.
Customer segments include recreational boaters (primary) for family outings, water sports, fishing, and day cruising, as well as a secondary segment of professional/commercial users requiring durable, reliable working boats. The company sells directly to individual consumers through its physical showrooms in a sales-led, bottom-of-funnel approach, complemented by a website (marinestore.se) and social media presence on Instagram and Facebook. Marine Store is currently seeking a business development-focused COO to drive growth across its Swedish operations.
Marine Store firmographics
Firmographics- Name
- Marine Store
- Legal name
- Marine Store
- Website
- https://marinestore.se
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marine Store is a Swedish full-service boat dealership operating two showrooms in Norrtälje and Nynäshamn, representing 14+ Nordic boat brands and offering new/used boat sales, service and repair, winter storage, and accessories. The company, owned by Nimbus Group, serves recreational and professional boaters across Sweden.
- Ownership category
- akta.pro rank
Marine Store industry classification
Industry- Product category
- Boat Dealership and Marine Retail Services
- NAICS
- Boat Dealers (441222), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)
- akta.pro secondary industries
- Marine Trailer & Transport Equipment Retail (CRAMAIAL), Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)
Keywords
Where Marine Store is headquartered
LocationHeadquarters
- HQ city
- Norrtälje
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Marine Store business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- New Boat Sales: Sale of new motorized boats from represented brands including Bella, Falcon, Nordkapp, Buster, and others. Prices range from approximately 239,000 SEK for entry-level boats like Bella 485 R to over 2 million SEK for premium Nordkapp models.
- Used Boat Sales: Brokerage and sales commission services for pre-owned boats. The company takes on the entire sales process including advertising, showing, demonstration, delivery review, contracts, and payment handling.
- Service and Repair: Marine service and repair operations with high-tech workshops staffed by mechanics trained in modern motor technology. Includes specialized tools and advanced instruments for marine operations.
- Winter Storage: Winter boat storage services offering both indoor hall storage and outdoor shrink-wrap storage. Includes care for cushions and canvas during winter months.
- Accessories and Add-ons: Sales of boat accessories and equipment including motors ranging from 8 hp to 450 hp, trailers, and other marine equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level boats under 250,000 SEK |
| Unit Pricing | Pay-as-you-go | Mid-range boats 380,000-650,000 SEK |
| Unit Pricing | Pay-as-you-go | Premium boats 650,000-2,000,000+ SEK |
| Unit Pricing | Pay-as-you-go | High-end performance boats 2,000,000+ SEK |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Marine Store product offering
Product offeringCore offering
Marine Store is a Swedish boat dealership that sells new factory boats from over 14 Nordic brands (Bella, Buster, Falcon, Nordkapp, Yamarin, Axopar, etc.) and used boats through brokerage. The company also sells outboard motors (8–450 hp), boat trailers, Yamaha WaveRunner jet skis, and Yamaha ATVs. Complementing retail, Marine Store runs a full-service workshop for marine engine service and repair and provides winter boat storage (indoor hall and outdoor shrink-wrap) plus sales commission services for privately owned boats.
Product overview
Marine Store is a Swedish boat dealership offering a broad portfolio of motorized boats, motors, trailers, and related marine services. The company represents multiple boat brands (Alukin, Anytec, Aquador, Axopar, Bella, Buster, Cross, Falcon, Flipper, Linder, Nordkapp, Ockelbo, Silver, Yamarin) along with Yamaha Waverunner jet skis and Yamaha ATVs. Individual boat models include Falcon BR 5, Falcon BR 7, Bella 485 R, Nordkapp Noblesse 660, and Nordkapp Enduro 605 across various price points. Marine Store also provides boat motors in Versatile, Mid Power, High Power, and Premium categories, plus boat trailers. Services include workshop/repairs, winter storage, and sales commission services. The company operates two locations in Norrtälje and Nynäshamn, Sweden.
Differentiator
Problem solved
Functional benefit
Products and services
- New Boat Sales Sale of factory-new motorized boats from over 14 Nordic brands including Bella, Falcon, Nordkapp, Buster, Yamarin, Axopar, and others. Available in entry-level (from 239,000 SEK), mid-range, premium (up to 2 million SEK), and high-end performance (above 2.7 million SEK) tiers, typically sold as boat-plus-motor packages. Targeted at individual recreational boaters in Sweden.
- Used Boat Brokerage End-to-end brokerage service for pre-owned boats, including advertising, viewings, demonstrations, contract preparation, and financial transaction handling. The company continues sales through the winter in an indoor showroom if a boat does not sell during the summer season. Targeted at boat owners selling and buyers purchasing second-hand boats.
- Boat Motors Retail of outboard motors in four categories: Versatile (8–25 hp), Mid Power (30–80 hp), High Power (90–200 hp), and Premium (225–450 hp). Sold individually or as part of boat-motor packages, primarily from Yamaha and Mercury.
- Boat Trailers Sale of boat trailers including boat lifting trailers, unbraked trailers, braked trailers, and jet ski trailers for transport of recreational boats and personal watercraft.
- Marine Service and Repair High-tech workshop offering service and repair for modern marine engines, plus installation of accessories. Operated by continuously trained mechanics using specialized tools and advanced instruments, with an emphasis on short lead times during peak season. Targeted at boat owners across the dealership's brand portfolio.
- Winter Boat Storage Winter storage offering including indoor hall storage and outdoor shrink-wrap storage, with optional indoor care for cushions and canvas in warm, dry conditions. Customizable service, reconditioning, and painting options are available.
- Yamaha WaveRunner Personal Watercraft Sale of Yamaha WaveRunner jet skis (personal watercraft) as part of Marine Store's recreational marine offering, alongside boats and motors.
- Yamaha ATV Vehicles Sale of Yamaha all-terrain vehicles (ATVs) offered alongside the dealership's marine recreational products, leveraging the Yamaha Motor Group relationship.
Companies that use Marine Store
Customer profileSegments2 records
Ideal customer profiles2 records
Marine Store technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Marine Store partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Buster BoatscoreMarine Store Norrtälje is the world's largest Buster boat dealer, recognized by Buster Boats and Yamaha Motor Group in both 2024 and 2025. They sell the complete range of Buster boat models.
- Nimbus GroupcoreMarine Store is owned by Nimbus Group, which provides backing and ensures reliable business around their represented brands. Nimbus Group is a major Nordic boat manufacturer.
- BellacoreAuthorized dealer for Bella boats. Bella is known for practical design and smart solutions in boat life.
- FalconcoreAuthorized dealer for Falcon boats, including Falcon BR 5 and Falcon BR 7 models.
- NordkappcoreAuthorized dealer for Nordkapp boats including Enduro, Noblesse, Avant, and Gran Coupe models ranging from 605 to 905 series.
- Yamaha Motor GroupcoreYamaha Motor Group provides boat motors through brands like Yamaha outboard motors and WaveRunner watercraft. Marine Store also sells Yamaha ATV vehicles. Recognition from Buster Boats (part of Yamaha Motor Group) for dealer awards.
- Other Nordic Boat BrandsminorMarine Store represents multiple additional Nordic boat brands including Axopar, Aquador, Linder, Silver, Yamarin, Ockelbo, Cross, Flipper, and Anytec.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Marine Store competitors and assessment
Company assessmentOthers
- Volvo Penta: Volvo Penta is a Swedish-based marine and industrial engine manufacturer. Comparable as a Swedish marine propulsion supplier in Marine Store's motor supply chain and an adjacent ecosystem participant serving the same Nordic boating market.
- Yamaha Motor Europe: Yamaha Motor Europe supplies outboard motors, WaveRunner PWC, and ATV products to Marine Store. Comparable as a core OEM partner and ecosystem participant whose products Marine Store sells and services, with a shared go-to-market in Nordic recreational marine.
- Nimbus Group: Nimbus Group is Marine Store's parent company and a major Nordic boat manufacturer (Nimbus, Bella, Nordkapp, etc.). Related as parent and shared brand portfolio; relevant for understanding corporate strategy but not a direct retail competitor.
Emerging players
- Boat24: Boat24 is a leading European online boat marketplace connecting buyers and sellers of new and used boats. Comparable as an emerging channel through which Marine Store's customers may increasingly discover and purchase boats, representing partial competitive overlap.
Direct peers
- Marincenter: Marincenter is a Swedish boat dealer network operating multiple showroom locations. Comparable as a multi-brand boat retailer with similar service, storage, and sales offerings competing for the same Swedish recreational boating customers.
- Watski: Watski is a Nordic marine retail chain selling boats, motors, and accessories across multiple physical locations. Directly comparable to Marine Store as a multi-brand boat retailer with showrooms and service operations targeting recreational boaters in the Nordic region.
Broad incumbents
- KGK Knutsson AB: KGK Knutsson is a major Nordic distributor and retailer of marine products, parts, and accessories. Comparable as a large-scale marine retail/wholesale operator serving the same Swedish/Nordic customer base, though operating at much larger scale and across broader categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Marine Store social profiles
Digital presenceMarine Store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marine Store leadership team
Management profileNumber of profiles
Profiles4 records
Marine Store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marine Store 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 Marine Store
What does Marine Store do?
Marine Store is a Swedish boat dealership that sells new factory boats from over 14 Nordic brands (Bella, Buster, Falcon, Nordkapp, Yamarin, Axopar, etc.) and used boats through brokerage. The company also sells outboard motors (8–450 hp), boat trailers, Yamaha WaveRunner jet skis, and Yamaha ATVs. Complementing retail, Marine Store runs a full-service workshop for marine engine service and repair and provides winter boat storage (indoor hall and outdoor shrink-wrap) plus sales commission services for privately owned boats.
Is Marine Store a public or private company?
Marine Store is a private company. It is classified as corporate owned and is currently operating.
When was Marine Store founded?
Marine Store was founded in 1995. It employs 11 to 50 people.
Where is Marine Store based?
Marine Store is headquartered in Norrtälje, Sweden, in the Europe region.
How does Marine Store make money?
Five revenue lines are on record. New Boat Sales are the primary driver. The others are used Boat Sales, service and Repair, winter Storage and accessories and Add-ons.
Who are Marine Store's main competitors?
Others on record are Volvo Penta, Yamaha Motor Europe and Nimbus Group. Boat24 is listed as an emerging player. Direct peers are Marincenter and Watski. KGK Knutsson AB is listed as a broad incumbent.
Does Marine Store have an API?
No public API is recorded for Marine Store.
What industry is Marine Store in?
Marine Store's product category is Boat Dealership and Marine Retail Services. Its primary akta.pro industry code is CRAMAIAA, Boat & Personal Watercraft (PWC) Retail, with a secondary code of CRAMAIAL, Marine Trailer & Transport Equipment Retail. Its NAICS code is 441222 and its SIC code is 3730.