Hjertmans Boat Accessories

What Hjertmans Boat Accessories does

Hjertmans Boat Accessories (Hjertmans Sweden AB) is a Nordic specialty retailer of marine and leisure vehicle accessories, headquartered in Sundsvall, Sweden and founded in 1975. The company operates 12 physical stores distributed across Sweden and Denmark, complemented by an e-commerce web shop. Its assortment spans more than 10,000 unique articles covering electronics (Raymarine, Garmin), safety equipment (Baltic), paints and coatings (Hempel), engines and outboards (Suzuki, Yanmar), rigging (Harken), and onboard comfort systems (Dometic), as well as accessories for caravans and motorhomes. The business addresses three primary customer segments: motor boat owners, sailboat owners, and caravan/motorhome owners, with demand peaking seasonally between April and July.

The company operates a hybrid retail model combining a 12-store physical footprint with an online channel that extends reach beyond walking-distance catchment areas. Sales are transacted through multiple payment options including Swish (Sweden's dominant mobile payment rail) and installment financing via Svea Bank, with deliveries fulfilled through PostNord and DHL. A branded loyalty program, Club Hjertmans, supports repeat purchasing and customer retention. Distribution leverage from the physical network and authorized dealer relationships with premium marine OEMs form the commercial backbone of the business. Revenue mechanics are straightforward retail: margin on physical goods sold, with mix shift toward higher-ticket electronics and engine products likely driving average basket value.

Strategic positioning combines durable Nordic category presence with measured expansion into adjacent verticals (caravan/motorhome) and geographies (Denmark), and incremental omnichannel buildout via e-commerce. The business is private (private limited company) with 101-250 employees and does not appear to pursue venture-scale growth, instead optimizing for steady multi-channel retail economics in a niche but defensible category.

Name

Hjertmans Boat Accessories

Legal name

Hjertmans Sweden AB

Website

https://hjertmans.se

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Hjertmans is a Nordic specialty retailer founded in 1975, operating 12 physical stores across Sweden and Denmark plus an e-commerce channel, selling 10,000+ boat and leisure vehicle accessories to motor boat, sailboat, and caravan owners.

Ownership category

akta.pro rank

Product category

Boat Accessories Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industries

Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH), Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG), Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

Keywords

• Boat accessories retail
• Marine equipment supplies
• Nautical safety gear
• Marine electronics retail
• Outboard motor sales

Headquarters

HQ city

Sundsvall

HQ country

Sweden

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: In-store purchases across 12 physical locations in Sweden and Denmark, with payment via card, Swish, or cash alternatives. They mention no cash acceptance in stores.
2. E-commerce Sales: Online sales through web shop with various payment options including invoice via Svea Bank, installment plans, card payments, Swish, and advance payment. Delivery to customers or pickup in stores.
3. In-store Pickup: Customers can order online and pick up in any of 10 stores, paying in-store with card or Swish.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hjertmans operates a multi-store retail chain and webshop selling boat and marine accessories directly to consumers. The assortment spans more than 10,000 unique articles covering anchoring, ropes, inflatable boats, water sports, outboard and inboard motors, sailing hardware, safety equipment, life jackets, marine clothing, electronics and lighting, boat care and paint, plus motorhome and caravan accessories.

Product overview

Hjertmans Boat Accessories is a leading Swedish boat accessories retail chain offering over 10,000 unique articles for both motorboat and sailboat owners. The company operates 12 stores and a webshop across Sweden and Denmark. The product portfolio includes core categories such as boat accessories (båttillbehör), anchoring & ropes, inflatable boats & water sports, motors & accessories, sailing equipment, safety products, life jackets & clothing, electronics & lighting, boat care & paint, and motorhome/caravan accessories. They carry numerous branded products including Raymarine, Garmin, and Lowrance electronics; Baltic and Spinlock life jackets; Harken and Selden sailing equipment; Yanmar, Suzuki, and Volvo Penta engines; Dometic climate control; Isotherm refrigeration; Robline ropes; Hempel and International antifouling paints; and Tudor batteries. The business operates on a seasonal basis with peak staffing needs from April to July.

Differentiator

Problem solved

Functional benefit

Brands

• Club Hjertmans: Customer loyalty program offering exclusive deals, member prices, and free membership.

Products and services

• Boat Accessories (Båttillbehör) Comprehensive boat accessories assortment for individual boat owners covering anchoring, ropes, motors, sailing, safety, electronics, lighting, and boat care; sold in-store and online.
• Anchoring & Ropes (Ankring & Linor)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Kjell & Company: Nordic electronics and accessories retailer (mainly Sweden and Norway) with strong e-commerce and home-delivery model. Comparable in its mix of consumer electronics, accessories, and technical products sold alongside marine-related categories.
• A.T.itan (Titan Marine): Netherlands-based specialist in marine accessories, anchoring, mooring, fenders, and deck hardware. Comparable in product category focus (anchoring, rigging, marine hardware) and serves a similar Northern European boating customer, primarily in the Benelux market.

Direct peers

• Defender Marine: Long-established U.S. marine retailer combining a warehouse and web shop focused on boat parts, electronics, safety, and accessories. Comparable in catalog depth, brand mix, and reliance on a broad SKU base to serve both motorboat and sailboat owners.
• West Marine: The largest U.S. specialty retailer of boating supplies and accessories with a multi-hundred-store footprint plus e-commerce. Closest direct peer in terms of assortment breadth, premium brand portfolio (Garmin, Raymarine, etc.), and combined retail + e-commerce model.
• Marine Super Store: UK-based online specialist in inflatable boats, outboard engines, marine electronics, and safety equipment. Comparable as a pure-play marine accessories retailer with a strong e-commerce focus and overlapping brand portfolio.
• Watski (Maritim Center): Swedish specialty retailer of boat accessories, clothing, and equipment with multiple stores across Sweden. Direct domestic peer to Hjertmans with overlapping assortment, target customer (Swedish boat owners), and seasonal retail model.
• SVB (Sailing & Marine Equipment): One of Europe's largest specialist mail-order retailers for sailing and boat accessories, headquartered in Germany and shipping across the continent. Directly comparable to Hjertmans in assortment (sailing hardware, electronics, safety, anchoring) and customer base, with a comparable click-and-collect / international delivery model.

Broad incumbents

• Rusta: Nordic discount retailer with a growing e-commerce presence and physical stores in Sweden, Norway, and Finland. Indirectly comparable as a Nordic value-oriented multi-category retailer that also stocks seasonal marine and outdoor accessories.
• Clas Ohlson: Long-established Nordic multi-category retailer (hardware, home, leisure) with a marine/outdoor section and stores across Sweden, Norway, and Finland. Comparable as a Nordic multi-channel retail chain with a leisure-and-marine slice of assortment.
• Biltema: Pan-Nordic discount retailer with a broad assortment including a marine accessories section and physical stores across Sweden, Denmark, Norway, and Finland. Comparable as a Nordic multi-country specialty/broad-line retailer; competes on price rather than depth of marine assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@hjertmansplay2412
• Facebookfacebook.com/hjertmans
• LinkedInlinkedin.com/company/hjertmans-sweden-ab
• Instagraminstagram.com/hjertmans

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 Hjertmans Boat Accessories