What Noby AS does

Noby AS is a privately held Norwegian B2B security and fire-safety distributor founded in 1964 and headquartered in Oslo. The company distributes alarm systems, access control, fire detection hardware, camera surveillance, and related accessories sourced from international manufacturers including System Sensor, Satel, Zeta Alarms, Takex, and Ei Electronics, alongside its own branded Noby220iR2 residential fire alarm control panel. Products carry Norwegian FG approvals and relevant EN54 certifications required for the Norwegian market. Noby holds an exclusive Norwegian distribution agreement with Parakey for mobile-based access control.

The company operates a hybrid go-to-market combining a nationwide authorized dealer and installer network, a gated B2B online store (nettbutikk.noby.no) for verified business customers, and direct sales coverage via a sales manager and three Key Account Managers. Revenue is generated primarily through hardware sales, supplemented by recurring training courses for certified installers and professional services such as consulting and project planning. Noby's value proposition centers on 60+ years of Norway-specific domain knowledge, products adapted to local climate and regulations, and hands-on technical support from a 12-person team. Recent strategic activity has expanded into mobile access (Parakey) and vape/smoke detection (Takex VS-1000E).

Name

Noby AS

Legal name

Noby AS

Website

https://noby.no

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Noby AS is a Norwegian B2B distributor of fire alarm, access control, and physical security products serving certified installers and enterprises across Norway through a nationwide authorized dealer network since 1964.

Ownership category

akta.pro rank

Product category

Security and Fire Alarm Systems Distribution

NAICS

Security Systems Services (except Locksmiths) (561621)

akta.pro primary industry

Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression) (IMAFALAD)

akta.pro secondary industry

Low-Voltage Systems (Fire Alarm, Security, Access Control) (EDAOABAJ)

Keywords

• Fire alarm systems
• Access control equipment
• Security products distribution
• Fire detection systems
• Smoke and heat detectors

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Produktsalg: Salg av sikkerhetsprodukter gjennom B2B-nettbutikk og forhandlernettverk. Produkter inkluderer brannalarmer, adgangskontroll, røykvarslere, detektorer, kabinetter og tilbehør.
2. Kurs og opplæring: Praktiske kurs for installatører og fagfolk innen innbruddsalarm, brannalarm, adgangskontroll, kameraovervåkning, smarthjem og forskriftskurs.
3. B2B-konto og nettbutikk: Bedriftskunder kan registrere seg for B2B-løsning med tilgang til priser oghandle i profesjonell nettbutikk.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Noby AS is a Norwegian B2B technical trading company that distributes premium security and fire alarm products — including fire detection systems, access control, camera surveillance, and related components — sourced from international manufacturers and its own proprietary Noby220iR2 fire panel. Products are sold through a B2B online store and a nationwide authorized dealer/installer network, complemented by consulting, project planning, and professional training courses tailored to Norwegian regulations and conditions.

Product overview

Noby AS operates as a B2B security and safety solutions provider in Norway, established in 1964. Their portfolio consists of interconnected physical security products rather than a unified software platform. The core offerings include fire detection systems (smoke detectors, heat detectors, gas detectors, flame detectors, and fire alarm control panels like CSP-204, CSP-208, and Noby220iR2), alarm and access control systems, and camera surveillance. They also offer specialized products like the Takex VS-1000E vape detector and Parakey mobile access control through exclusive distribution partnerships. Services include consulting, project planning, and professional training courses. Products are sourced from international manufacturers including System Sensor, Satel, Zeta Alarms, Takex, and others, and are distributed through their online store and authorized installer network across Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Alarm and Access Control Systems Reliable alarm and access control systems for securing buildings, properties, and assets — including intrusion alarms, access control hardware, and related components — adapted to Norwegian requirements and installation environments, sold through the B2B store and authorized dealer network to installers and businesses.
• Fire Detection and Alerting Systems Modern fire detection and alerting systems including optical smoke detectors, heat detectors, combination detectors, gas detectors, flame detectors, fire alarm control panels, sirens, and door-holding magnets — sourced from international manufacturers (System Sensor, Satel, Zeta Alarms, Ei Electronics) and proprietary Noby panels. Sold primarily to certified installers and dealers for deployment in residential and commercial buildings.
• Camera Surveillance Systems Modern camera surveillance solutions adapted to Norwegian conditions, sold through the B2B store and authorized dealer network to installers and end-user businesses. Coverage extends beyond camera hardware to analytics and integration capabilities.
• Noby220iR2 Residential Fire Alarm Control Panel Proprietary Noby-developed EN54-2/EN54-4 approved residential fire alarm control panel designed for series connection in row houses and multi-tenant residential buildings, supporting up to 8 units chained together. Includes integrated siren and floor-directed orientation light. Sold to installers and dealers for residential projects.
• CSP-208 Fire Alarm Control Panel (8 loops) FG-approved conventional fire alarm control panel with 8 loops, LCD display, programmable functions, and optional TCP/IP network module. Designed for small to medium businesses and office buildings. Distributed from Satel.
• CSP-204 Fire Alarm Control Panel (4 loops) FG-approved conventional fire alarm control panel with 4 loops, LCD display, and optional TCP/IP network connectivity for web-based monitoring. Distributed from Satel for Norwegian commercial installations.
• VS-1000E Vape and Smoke Detector Dedicated vape and smoke detector from Takex that detects e-cigarette vapor and traditional cigarette smoke using advanced particle detection algorithms. Can integrate into existing alarm systems via NC/NO relay output or operate standalone with built-in siren. Targeted at installers servicing schools, public facilities, and similar environments.
• Parakey Mobile Access Control Mobile-based access control solution in which smartphones function as digital keys, providing flexible and secure access for businesses, residential complexes, and organizations. Distributed exclusively by Noby in Norway under a partnership with Parakey (the Nordic mobile access leader).
• Consulting and Project Planning Professional guidance and technical support from planning through to completed solution, helping installers and end customers choose and configure the right fire alarm, access control, and surveillance products for their projects.
• Courses and Training Practical, Norwegian-language training courses for installers, technicians, and security professionals covering regulations, products, and best practices in intrusion alarm, fire alarm, access control, camera surveillance, smart home, and applicable regulations.

Quantifiable outcome

• 2,000,000+ røykvarslere solgt
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core, standard, strategic and supporting.

• ParakeycoreChannel Partner/ Reseller/ Distributor · 5 May 2025Parakey, Nordens største aktør innen mobil adgang for bedrifter, inngår samarbeid med Noby som nå blir ekslusiv distributør av Parakey-produktene i Norge. Samarbeidet skal gjøre mobilbasert adgangskontroll enklere og mer tilgjengelig for det norske markedet.
• ESS (Elverum Sikkerhet & Service)coreChannel Partner/ Reseller/ DistributorESS bruker produkter fra Noby og har langvarig samarbeid om sikkerhetsløsninger. Noby leverer kvalitetsprodukter med høy standard og spesialtilpassede løsninger.
• Aqila GravdalstandardChannel Partner/ Reseller/ DistributorAqila Gravdal er en av Nobys kunder som har hatt positiv opplevelse med levering, support og salgsservice fra Noby.
• El-Installasjon InnlandetstandardChannel Partner/ Reseller/ DistributorEl-Installasjon Innlandet er en fornøyd Noby-kunde med ros for bredt produktutvalg, bra support og god service fra salg.
• Norwegian Safety SstandardChannel Partner/ Reseller/ DistributorNorwegian Safety S er en sikkerhetsrådgiver som bruker Noby som pålitelig samarbeidspartner med raske svar og dyktig support.
• Romerike Låsservice ASstandardChannel Partner/ Reseller/ DistributorRomerike Låsservice AS er en komplett Noby-leverandør de stoler på, med høy kompetanse, god service og tilgjengelig lager.
• Ei ElectronicscoreTechnology or IntegrationEi Electronics er en av Nobys viktigste leverandører av røykvarslere. Noby anbefaler røykvarslere fra Ei Electronics fordi de gir den mest bærekraftige og driftssikre løsningen.
• System SensorcoreTechnology or IntegrationSystem Sensor leverer ECO-serien og 300-serien med røykdetektorer til Noby. ECO-serien er spesialutviklet for konvensjonelle brannsentraler.
• SatelcoreTechnology or IntegrationSatel leverer brannalarmer, detektorer og sentraler til Noby, inkludert FG-godkjente brannsentraler CSP-204 og CSP-208.
• TakexstrategicTechnology or IntegrationTakex leverer VS-1000E vape- og røykdetektor til Noby. Produktet er en atferdsdetektor for å oppdage vaping og røyking innendørs.
• Zeta Alarms LtdstandardTechnology or IntegrationZeta Alarms Ltd leverer MKII-detektorer, flammedetektorer og gassdetektorer til Noby.
• Grønt Punkt NorgesupportingOthersNoby er medlem av Grønt Punkt Norge og sørger for at all emballasje gjenvinnes på en forsvarlig og miljøvennlig måte.
• NorsirksupportingOthersNoby er tilknyttet Norsirk som håndterer alt elektrisk og elektronisk avfall (EE-avfall) i tråd med gjeldende forskrifter og sirkulære prinsipper.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Assemblin Norge AS: Assemblin provides technical installations and services across the Nordics, with a strong Norway presence in electrical, security, and fire safety system installation. Comparable as a competing distributor/installer of fire alarm and security products in Norway.
• OneCo AS: OneCo is a Nordic technical infrastructure installer serving telecom, power, and security customers in Norway. Direct peer given overlap in security installations and Norwegian B2B project channel.
• Caverion Norge AS: Caverion delivers technical building solutions including fire safety, security, and access control installations across Norway and the broader Nordics. Direct competitor in Norwegian fire and security systems integration through partner installers.
• Eltel AS Norway: Eltel Group operates a Norwegian division focused on power and communication network infrastructure, including security and life-safety system installation. Comparable as a Norwegian technical installer that competes for fire and security project work.
• Bravida Norge AS: Bravida is the Nordic region's largest integrated technical installation company with a major Norwegian operation that designs, installs, and services fire alarm, security, and access control systems. Directly competes with Noby's installer-channel model and benefits from broader service capabilities and pan-Nordic scale.

Broad incumbents

• Bosch Building Technologies: Bosch Security and Safety Systems is a global manufacturer of fire alarm, intrusion, and access control systems with established Norwegian sales channels. A broad incumbent competing for the same Norwegian end-customer projects as Noby's installed base.
• Siemens Smart Infrastructure: Siemens (including the Cerberus fire detection line) is a global fire safety and security manufacturer with significant Norwegian presence in fire alarm system sales. A broad incumbent supplying similar product categories to Norwegian end customers.
• Honeywell Building Technologies: Honeywell is one of the largest global fire alarm and security manufacturers and supplies products through Norwegian distribution, including channels that overlap with Noby's. While not a direct Norwegian specialist, it is a relevant competitor for the underlying fire alarm product category Noby distributes.

Regional players

• Sector Alarm Norge AS: Sector Alarm is a leading Scandinavian alarm and security provider serving Norwegian residential and SMB customers. An adjacent Norwegian-region security player with significant overlap in residential security and alarms though not in Noby's B2B installer-distribution niche.
• Verisure Norge AS: Verisure is a major European home and small-business alarm provider with a large Norwegian customer base. While its business model is direct-to-consumer rather than B2B distribution, it competes with Noby in the residential alarm market and represents an adjacent security services player in the same Norwegian territory.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Noby AS