What Primus does

Primus is a Swedish outdoor cooking equipment manufacturer founded in 1892, originally credited with inventing the world's first soot-free kerosene stove. The company designs, manufactures, and sells a comprehensive range of portable stoves (backpacking, camping, and multi-fuel/expedition), cookware (pots, pans, kettles in aluminum, stainless steel, and titanium with ceramic non-stick coatings), drinkware (vacuum-insulated thermoses, water bottles, travel mugs, food containers), lanterns, fuel cartridges and liquid fuels, knives, cutlery, and spare parts. Its technical differentiation rests on proprietary features including piezoelectric ignition, multi-fuel stove compatibility (gas, gasoline, naphtha, heptane, diesel), heat exchanger technology (PrimeTech), vacuum insulation, and ultralight titanium construction for weight-critical backpacking applications.

Primus serves a horizontal consumer base across five personas: camping enthusiasts, backpackers and hikers, expedition climbers and adventurers, emergency preparedness users, and an everyday active lifestyle segment for drinkware. The company operates primarily as a direct-to-consumer brand through primusequipment.com and six country-specific storefronts (Sweden, Germany, Norway, UK, USA, Canada), supplemented by a distributor/corporate sales channel and a second-hand marketplace partnership with Revive Retail. Pricing is one-time unit-based across a broad price ladder (57 kr accessories to 3,699 kr premium expedition stoves), with recurring revenue from proprietary fuel and spare parts. Free shipping over 499 kr and a 30-day return policy support conversion, while content marketing (Köksguiden, fuel guide, cookware guide, recipes) and an interactive 'Stove Test' recommendation quiz drive product-led acquisition.

The business is privately held, headquartered in Stockholm/Solna, Sweden, with a small employee base of 11-50 people and a 275-product catalog that includes 55 recently launched items. Recurring revenue streams from proprietary fuels (Power Gas, Winter Gas, Power Fuel) and an extensive spare parts ecosystem (piezo igniters, O-rings, hoses, service kits) complement the one-time hardware sale, creating an aftermarket layer around the installed stove base.

Name

Primus

Legal name

Primus

Website

https://primusequipment.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

11–50 employees

Short description

Primus is a Swedish outdoor cooking equipment manufacturer founded in 1892, selling portable stoves, multi-fuel expedition stoves, cookware, vacuum-insulated drinkware, fuel, and spare parts direct-to-consumer across six country-specific e-commerce storefronts in Europe and North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Outdoor Cooking Equipment Sales: Primary revenue from selling stoves (camping, backpacking, expedition/multi-fuel) and related cooking equipment directly to consumers through e-commerce and retail channels.
2. Cookware and Kitchenware Sales: Pots, pans, kettles, cutlery, mugs, and meal sets for outdoor dining experiences.
3. Drinkware Sales: Thermoses, water bottles, travel mugs, and insulated vessels generating significant revenue from both outdoor and everyday use cases.
4. Fuel and Gas Sales: Proprietary fuel products including Power Gas (various sizes), Winter Gas, Summer Gas, and Power Fuel liquid fuel for multi-fuel stoves.
5. Spare Parts and Accessories: Replacement parts (piezo igniters, O-rings, hoses, windshields, service kits) and accessories (carrying bags, aprons, multi-tools) providing recurring revenue.
6. Outlet/Discounted Products: Second-hand and outlet products sold through Revive Retail partnership, extending product lifecycle and revenue from older inventory.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Primus manufactures and sells outdoor cooking and drinkware equipment, including portable camping stoves (backpacking, camping, and multi-fuel expedition stoves), lightweight cookware (pots, pans, kettles) in aluminum, stainless steel, and titanium, vacuum-insulated drinkware (thermoses, water bottles, travel mugs, food containers), proprietary gas and liquid fuels, lanterns, outdoor knives, cutlery, coffee accessories, and spare parts for product repair. The company sells primarily direct-to-consumer through country-specific e-commerce storefronts in Sweden, Germany, Norway, the UK, the USA, and Canada, with additional distribution through reseller partnerships and corporate sales.

Product overview

Primus is a Swedish outdoor cooking equipment company founded in 1892, offering a comprehensive range of products for outdoor cooking and adventure. The core product line centers on portable stoves including Stormkök (backpacking stoves) for lightweight hiking, Campingkök (camping stoves) with dual burners for family use, and Multifuelkök/Expeditionskök (multi-fuel/expedition stoves) capable of using gas, petrol, kerosene, and naphtha for extreme conditions. The cookware portfolio includes Kastruller & Stekpannor (pots and pans) in aluminum, stainless steel, and titanium with ceramic non-stick coatings. The drinkware line features Termosar & Termosflaskor (thermoses and vacuum bottles), Mattermosar (food thermoses), Termosmuggar (travel mugs), and Vattenflaskor (water bottles) in stainless steel and Tritan. Additional products include Lampor & Lyktor (lanterns) with 235-490 lumen output, Gas & Bränsle (fuel cartridges), Kaffetillbehör (coffee accessories), Friluftsknivar (outdoor knives), Bestick & Tallrikar (cutlery and plates), and Reservdelar (spare parts). The complete ecosystem enables outdoor cooking, food storage, and beverage temperature maintenance across all outdoor activities from day hikes to extended expeditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Backpacking Stoves (Stormkök) Lightweight, compact stoves designed for hiking and backpacking, featuring windshields, top-mounted burners, optional Piezo ignition, and ultralight construction for multi-day backcountry use (e.g., Essential Trail at 112 g, Lite Ultra 0.8L at 240 g). Targeted at hikers, thru-hikers, and trail athletes who weigh every gram.
• Camping Stoves (Campingkök) Larger-capacity, stable stoves with dual burners and broader cooking surfaces suitable for car camping, family camping, and group meal preparation outdoors. Targeted at families and casual outdoor recreationists.
• Multi-Fuel / Expedition Stoves (Multifuelkök / Expeditionskök) Versatile stoves compatible with multiple fuel types (gas, petrol, kerosene, naphtha, heptane, diesel), engineered for high-altitude climbs, polar expeditions, and remote travel where specific fuel may be unavailable. Targeted at expedition climbers, polar adventurers, and emergency-preparedness users.
• Pots and Pans Cookware (Kastruller & Stekpannor) Lightweight, durable outdoor cookware — pots, frying pans, and kettles — constructed from aluminum, stainless steel, and titanium with ceramic non-stick coatings for easy food release and cleaning. Targeted at backpackers, campers, and expedition participants.
• Thermoses and Vacuum Bottles (Termosar & Termosflaskor) Vacuum-insulated stainless steel thermoses and bottles that keep beverages hot or cold for extended periods, in capacities from 0.35L to 1.5L. Targeted at outdoor users, commuters, and everyday hydration consumers.
• Food Thermoses (Mattermosar) Vacuum-insulated food containers with wide openings for easy filling, eating, and cleaning, designed to keep soups, stews, and meals warm or cold during commuting, work, or outdoor activities. Targeted at everyday active lifestyle users and outdoor enthusiasts.
• Travel Mugs (Termosmuggar) Insulated travel mugs with vacuum technology for keeping coffee and tea warm during commuting and travel, with practical lids and ergonomic designs. Targeted at commuters, office workers, and everyday users.
• Water Bottles (Vattenflaskor) Durable water bottles in stainless steel and Tritan plastic for outdoor and everyday hydration, including single-wall and insulated variants. Targeted at hikers, gym-goers, commuters, and everyday users.
• Lanterns (Lampor & Lyktor) Gas-powered lanterns featuring piezoelectric ignition, with outputs ranging from 235 to 490 lumens, providing lighting for campsites and outdoor settings. Targeted at campers and outdoor enthusiasts.
• Gas and Fuel (Gas & Bränsle) Proprietary gas cartridges and liquid fuels, including Power Gas (isobutane/propane blends), Winter Gas formulated for cold conditions, Summer Gas, and Power Fuel (naphtha/heptane) for use with multi-fuel stoves. Targeted at owners of Primus stoves across all activity segments.
• Coffee and Tea Accessories (Kaffetillbehör) Coffee and tea brewing equipment for outdoor use, including kettles and French press coffee presses designed to work with Primus camp stoves. Targeted at campers, backpackers, and outdoor coffee enthusiasts.
• Outdoor Knives (Friluftsknivar) Durable outdoor knives — folding knives and fixed-blade knives — made from stainless steel with ergonomic handles for camping, expedition, and outdoor cooking prep. Targeted at campers, backpackers, and expedition participants.
• Cutlery and Plates (Bestick & Tallrikar) Lightweight, packable camping cutlery sets and plates constructed from stainless steel and aluminum. Targeted at campers, backpackers, and family outdoor cooks.
• Spare Parts (Reservdelar) Replacement parts including hoses, piezo igniters, service kits, O-rings, lantern mantles, and glass for Primus stoves and lanterns, supporting in-field repair and lifecycle extension. Targeted at Primus product owners across all activity segments.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Revive RetailminorChannel Partner/ Reseller/ DistributorRevive Retail operates a second-hand marketplace portal where Primus products can be sold as pre-owned items. This partnership extends Primus product lifecycle, supports sustainability goals by enabling circular economy, and reaches customers seeking more affordable or eco-conscious options.

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Instagraminstagram.com/primusequipment

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 Primus