JABO

What JABO does

JABO (legal entity Jabo Nordic AB) is a Swedish manufacturer and retailer of outdoor living products, founded in 1961 in Ambjörnarp, Västra Götaland, and now headquartered at Källsvedjegatan 3, 514 91 Tranemo, Sweden. The company designs, manufactures, and sells a broad portfolio of garden and outdoor structures — including pergolas, fences and gates (with named models such as Donsö, Björkö, Lidingö, Torö, Värmdö, Öckerö, Antik, Linnea, Modern, Skagen, Smögen, Styrsö, and Trend), glass railings, Corten steel fire pits, decking, outdoor kitchens under the CookKing sub-brand, facade cladding under JABO Stone and Båstad, Horizont outdoor kitchens, doors, garden cultivation products (Odla series, Pallkrage collars), outdoor furniture (Visby series), and children's play equipment. Products are engineered for Nordic climate conditions with robust dimensions and FSC/PEFC certified wood (FSC-C020908); signature materials include Corten steel that develops a natural rust patina.

JABO operates a horizontal-segmentation go-to-market targeting two customer groups: (1) Consumer/Homeowners (DIY consumers planning garden and outdoor projects) and (2) Trade Professionals ('Proffs' — builders and contractors using JABO products in construction and renovation projects). Distribution is through two channels: direct-to-consumer e-commerce via jabo.se and a network of physical retail dealers and resellers across Sweden, supported by a 'Find Retailer' tool on the website and a 2008-built logistics center in Tranemo. Product marketing is amplified via the 'Samarbeten' influencer/creator program featuring Swedish lifestyle creators and an extensive DIY content library (assembly guides, deck-building tips, screen installation).

The business model is transactional hardware sales at unit prices in SEK ranging from approximately 569 SEK (Pallkrage) to 12,995 SEK (Vento outdoor fireplace), with pergolas at 3,595-10,369 SEK and an expedition fee for orders placed via the website. There is no subscription or recurring revenue component. Since autumn 2015, Jabo Nordic AB has operated as a subsidiary of Nordic Room Improvement (NRI Group), a Swedish conglomerate that includes Duri Svenska AB, Lundbergs Produkter AB, and Logistik 27 AB. The company reports approximately 100 MSEK in annual revenue on its corporate About page.

Name

JABO

Legal name

Jabo Nordic AB

Website

https://jabo.se

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

JABO (Jabo Nordic AB) is a Swedish manufacturer and retailer of Nordic-climate outdoor living products — including pergolas, fencing, glass railings, fire pits, outdoor kitchens (CookKing), furniture (Visby), and facade cladding — serving DIY homeowners and trade professionals across Sweden via DTC e-commerce (jabo.se) and a nationwide dealer network.

Ownership category

akta.pro rank

Product category

Outdoor Living Products

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG)

akta.pro secondary industries

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH), Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

Keywords

• Outdoor garden products
• Wooden outdoor structures
• Garden fencing solutions
• Outdoor cooking equipment
• Pergola design manufacturing

Headquarters

HQ city

Tranemo

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: JABO generates revenue through the sale of outdoor living products including pergolas, fencing, railings, outdoor kitchens, garden accessories, doors, and storage buildings. Sales occur through both direct e-commerce and dealer/retailer networks. Products are sold as one-time purchases with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

JABO designs, manufactures, and sells outdoor living and garden products for Nordic climates, including pergolas, garden screens, fences and gates (such as the Donsö metal fence), glass railings, outdoor kitchens and fire pits under the CookKing sub-brand, outdoor furniture, garden cultivation products, entry and storage doors, decking, children's play equipment, and facade cladding. Products are sold direct-to-consumer via jabo.se and through a network of Swedish retail dealers, with pricing in SEK including VAT.

Product overview

JABO (Jabo Nordic AB) is a Swedish outdoor and garden products company that operates as a product portfolio brand under Nordic Room Improvement. The company offers a comprehensive range of outdoor living products organized into distinct categories: outdoor structures (pergolas, screens, fences, gates), outdoor furniture and cooking (CookKing branded outdoor kitchens, fire pits, furniture), garden cultivation (planting boxes, pallet collars, edging), children's play equipment (swings, sandboxes, playhouses), entry products (doors, garage doors, entrance roofs), and facade solutions. The product line includes both proprietary designs and branded sub-categories like CookKing for outdoor cooking. Products are distributed through a network of Swedish retailers. The company emphasizes Nordic climate durability, sustainable materials (PEFC/FSC certified wood), and designs developed for Scandinavian weather conditions.

Differentiator

Problem solved

Functional benefit

Brands

• CookKing: A sub-brand under JABO for outdoor cooking products including fire pits, tripods, fire baskets, and fireplaces. CookKing products are handcrafted in Europe from natural steel.
• JABO Stone
• Horizont

Products and services

• Visby Outdoor Furniture Series
• CookKing Outdoor Cooking
• Pergola
• Glass Railings (Glasräcken)
• Donsö Metal Fence
• Screens (Skärmar)
• Fences and Gates (Staket & Grindar)
• Outdoor Furniture (Utemöbler)
• Odla Series
• Doors (Dörrar)
• Facade (Fasad)
• Decking (Trall)
• Play (Lek)
• Pallet Collar (Pallkrage)
• Fire Pits (Eldfat)

Quantifiable outcome

• Products certified with FSC or PEFC sustainable forestry standards

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record.

• RegentOthersJAB (parent company of JABO) sold Bally brand to Regent as part of private equity investment trend in luxury brands, beauty, and sports. This is a divestiture rather than a partnership.
• Nordic Room Improvement (NRI Group)OthersIn autumn 2015, JABO was acquired by Nordic Room Improvement, a group that develops, markets, and sells interior, exterior, and renovation products to consumers and professionals in the Nordic region. JABO operates as part of NRI Group which includes Duri Svenska AB, Lundbergs Produkter AB, and Logistik 27 AB.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Emerging players

• Hillerstorp: Swedish outdoor furniture maker offering garden and terrace furniture within Scandinavia. Overlaps with JABO's outdoor furniture line (Visby series, hammock swings) and competes for the same residential outdoor living consumer segment in the Swedish market.

Broad incumbents

• Clas Ohlson: Swedish-founded retail chain with extensive Nordic presence carrying DIY, garden, and outdoor categories. Overlaps with JABO on garden products, outdoor accessories, and some fencing solutions; competes for Scandinavian consumer DIY spend with a much broader merchandise mix.
• Jula: Swedish retail chain offering home and garden, DIY, and outdoor products including fencing, garden tools, and outdoor structures. Large-scale incumbent competing for the same consumer wallet as JABO with broader assortment and stronger store footprint; competes across multiple JABO categories including garden/outdoor structures.
• Weber Grills: Global outdoor cooking and grill brand offering BBQs, accessories, and outdoor kitchen products. Sub-brand competitor to JABO's CookKing for outdoor cooking; broader brand recognition and global scale but less specialized in Nordic climate positioning.
• Plantagen: Nordic garden center chain specializing in plants, garden equipment, and outdoor living products. Wider assortment than JABO on plants and live goods but overlapping on outdoor furniture, fire pits, and garden accessories; competes directly for the Swedish gardening consumer.
• Byggmax: Swedish DIY building materials retailer offering lumber, fencing, sheds, and outdoor structures. Public market competitor with substantially larger scale; carries overlapping categories to JABO (fencing, sheds, outdoor wood products) and competes for both consumer DIY spend and trade-pro relationships.

Direct peers

• Palram Applications: Israel-based manufacturer of polycarbonate and DIY outdoor structures including patio covers, pergolas, and greenhouses. Closest product-category peer in outdoor structures (pergolas, roofing, shelters); not a direct geographic competitor but a substitute for JABO's pergolas and outdoor structure offerings.
• Landmann: European specialist in outdoor cooking, BBQs, fire pits, and outdoor heating products. Closest direct peer for JABO's CookKing outdoor cooking sub-brand: same product types (fire pits, BBQ accessories), same European retail channels, similar mid-range consumer positioning.
• Willab Garden: Swedish outdoor living retailer specializing in glass rooms, conservatories, pergolas, and outdoor structures. Closest direct peer to JABO: same geography, overlapping core product categories (pergolas, outdoor enclosures), and similar mid-to-premium positioning focused on Nordic climate suitability.

Regional players

• Hornbach: European DIY and garden retailer with Swedish presence offering building materials, garden structures, fencing, and outdoor products. Wider assortment than JABO including heavy building materials; competes for the same Swedish trade and consumer segments with larger store footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/jabowoodproducts
• Facebookfacebook.com/jabosverige
• LinkedInlinkedin.com/company/jabo-wood-products-ab
• Instagraminstagram.com/jabonordic

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 JABO