Fjellsport
Norwegian e-commerce retailer selling multi-brand outdoor, fishing and hunting equipment via fjellsport.no and Skitt Fiske storefronts across Scandinavia, supported by a 2,000 sqm flagship store in Sandefjord under parent Egmontkonsernet.
- Company typePrivate
- Founded2010
- HeadquartersSandefjord, Norway
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fjellsport does
Fjellsport is a Norwegian direct-to-consumer e-commerce retailer specializing in outdoor gear, fishing equipment and hunting products, founded around 2010 and headquartered in Sandefjord, Norway. The company operates the fjellsport.no storefront alongside dedicated Skitt Fiske .no and .se sites for the fishing vertical, and complements its online channel with a roughly 2,000 sqm flagship store at Pindsle. The assortment is multi-brand, carrying premium outdoor labels such as Arc'teryx, Norrøna, Mammut, Salomon and Fjällräven, and is distributed across Norway, Sweden, Denmark, Finland and Germany through the Outnordic consortium alongside Outnorth.
The technology stack is built around a transactional e-commerce platform augmented by the Fjellsportpris dynamic pricing system (operated via a price robot that issues individualized price offers), a Kundeklubb customer loyalty program, and an owned content layer comprising the Tips & Råd knowledge hub and podcast. Brand ambassador partnerships (including Thomas Wærner) support marketing and community engagement. The business employs approximately 100-110 people and operates as a subsidiary of the diversified Scandinavian conglomerate Egmontkonsernet.
Revenue is generated primarily through DTC online sales of third-party brand merchandise, with the dynamic pricing system functioning as a demand-shaping lever rather than a subscription product. The Kundeklubb and ambassador/content programs are layered acquisition and retention mechanisms on top of the core transactional model, and the Outnordic consortium structure provides cross-Nordic sourcing, logistics and marketing leverage. Customer segments are end-consumer outdoor enthusiasts, anglers and hunters, with no disclosed enterprise or B2B channel of material scale.
Fjellsport firmographics
Firmographics- Name
- Fjellsport
- Legal name
- Fjellsport AS
- Website
- https://fjellsport.no
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Norwegian e-commerce retailer selling multi-brand outdoor, fishing and hunting equipment via fjellsport.no and Skitt Fiske storefronts across Scandinavia, supported by a 2,000 sqm flagship store in Sandefjord under parent Egmontkonsernet.
- Ownership category
- akta.pro rank
Fjellsport industry classification
Industry- Product category
- Outdoor Equipment Retail
- akta.pro primary industry
- Fishing & Tackle Retail (CRAMABAL)
Keywords
Where Fjellsport is headquartered
LocationHeadquarters
- HQ city
- Sandefjord
- HQ country
- Norway
- HQ region
- Europe
Offices4 records
Markets served
Fjellsport business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce product sales: Online sales of outdoor equipment, clothing, and accessories through Fjellsport.no and other web stores
- Physical retail store: Sales from the 2000 sqm physical store at Pindsle in Sandefjord for fishing and hunting enthusiasts
- Membership/Loyalty program: Customer club with membership benefits including welcome discounts, exclusive offers, and birthday surprises
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Membership program with ongoing discounts and benefits |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Fjellsport product offering
Product offeringCore offering
Fjellsport is a multi-brand Scandinavian outdoor, fishing, and hunting e-commerce retailer that sells apparel, footwear, tents, sleeping bags, backpacks, and equipment from premium brands through its fjellsport.no online store. The offering is complemented by the Skitt Fiske 2000 sqm physical store at Pindsle in Sandefjord, the Skitt Fiske/Skitt Jakt web stores, the Fjellsportpris dynamic-pricing program, the Kundeklubb loyalty program, and educational content via Tips & Råd and the Fjellsportpodden podcast.
Product overview
Fjellsport operates as a pure e-commerce outdoor retailer without proprietary product lines. The core offering is the fjellsport.no online platform providing an extensive catalog of outdoor and hiking equipment across multiple categories: clothing (men, women, children), equipment, shoes/boots, tents, sleeping bags, backpacks, headlamps, down jackets, dog equipment, and more from established third-party brands like Garmin, Arc'teryx, Mammut, Devold, Salomon, Rab, Norrøna, and Fjällräven. The business model centers on acting as a retail intermediary for branded outdoor products, supplemented by the Fjellsportpris dynamic pricing system, a customer loyalty program (Kundeklubb), educational content through Tips & Råd, and a company podcast (Fjellsportpodden). The company also operates a physical retail store (Skitt Fiske at Pindsle) for fishing and hunting equipment.
Differentiator
Problem solved
Functional benefit
Brands
- Fjellsportpris: Seasonal products priced dynamically using a price robot for competitive pricing.
Products and services
- Fjellsport.no Online Store Flagship Norwegian e-commerce storefront offering an extensive multi-brand catalog of outdoor apparel, footwear, tents, sleeping bags, backpacks, headlamps, down jackets, dog equipment, and accessories from brands such as Arc'teryx, Norrøna, Mammut, Salomon, Fjällräven, Rab, Devold, Garmin, and Urberg for individual outdoor recreation consumers.
- Skitt Fiske Physical Store Norway's largest fishing equipment store, a 2000 sqm retail showroom at Pindsle in Sandefjord offering specialized fishing and hunting gear staffed by enthusiast experts for individual anglers, hunters, and outdoor consumers.
- Skitt Fiske.no and SkittJakt.no Online Stores Norwegian e-commerce stores operated by subsidiary Skitt Fiske AS selling fishing equipment (Skitt Fiske.no) and hunting equipment and apparel (SkittJakt.no) to individual Scandinavian consumers.
- Skitt Fiske.se Online Store (Sweden) Swedish-language e-commerce store operated by Skitt Fiske AS selling fishing equipment to individual consumers in Sweden as part of the Outnordic consortium's Nordic footprint.
Quantifiable outcome
- 100-day open purchase and free returns policy
- +2 more outcomes
Companies that use Fjellsport
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Fjellsport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Fjellsport partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Outnordic-konsernetcoreFjellsport is part of Outnordic consortium together with Outnorth. The consortium operates corresponding online stores in Sweden, Denmark, Finland, and Germany. Shared IT department and resources.
- OutnorthcoreSister company in the Outnordic consortium. Friends/partners operating similar online stores in other Nordic countries and Germany.
- Skitt Fiske AScoreSubsidiary company operating Skitt Fiske stores and websites. In 2022, Skitt Fiske AS had revenue of 165 MNOK with the physical store representing about 17%. Became part of Outnordic in spring 2023.
- Arc'teryxminorPremium outdoor apparel brand carried in the product assortment
- NorrønaminorNorwegian premium outdoor brand carried in the product assortment
- GarminminorTechnology brand for outdoor GPS and sports equipment carried in assortment
- MammutminorSwiss outdoor apparel and equipment brand carried in the product assortment
- SalomonminorFrench outdoor sports equipment brand carried in the product assortment
- DevoldminorNorwegian wool clothing brand carried in the product assortment
- RabminorUK-based outdoor apparel brand carried in the product assortment
- FjällrävenminorSwedish outdoor clothing and gear brand carried in the product assortment
- UrbergminorNordic outdoor brand carried in the product assortment
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Fjellsport competitors and assessment
Company assessmentDirect peers
- Sport 1 Norge: Norwegian specialty sports retail chain offering multi-brand outdoor, hunting and fishing equipment with both physical stores and online presence; directly comparable assortment and target customer to Fjellsport.
- XXL ASA: Norway-headquartered multi-brand sporting goods and outdoor retailer with extensive brick-and-mortar footprint across the Nordics; competes directly with Fjellsport across outdoor, hunting and fishing categories.
- Outnorth: Sister company within the Outnordic consortium; multi-brand Nordic outdoor e-commerce retailer with overlapping brand assortment and shared IT, offering nearly identical categories (clothing, equipment, skiing) to Fjellsport's customers.
- Sportamore: Swedish online sporting goods and outdoor retailer selling third-party brands across clothing, footwear and equipment; direct e-commerce competitor in the broader Scandinavian outdoor/sports category.
Broad incumbents
- Decathlon: Global sporting goods retailer with strong own-brand assortment and growing Nordic presence (including Norway); competes on price and breadth with Fjellsport's third-party brand strategy.
- Intersport: Global multi-brand sporting goods retailer with a large Nordic franchise network; broad incumbent competing across outdoor, running and team sports categories served by Fjellsport.
- Stadium (H&M Group): Swedish-headquartered multi-category sporting goods retailer backed by H&M Group with both physical stores and e-commerce; broad incumbent competing for the same outdoor and active lifestyle spend as Fjellsport.
- REI Co-op: US outdoor specialty co-operative retailer with strong e-commerce plus physical stores, deep content/education platform (Expert Advice) and member loyalty program — analogous model to Fjellsport's tips-and-club approach.
Emerging players
- Backcountry: US-based premium outdoor and action-sports e-tailer focused on niche categories (climbing, skiing, running) with strong content and brand partnerships; useful international analogue for Fjellsport's premium-brand, content-led D2C model.
- Wiggle / Chain Reaction Cycles: UK-based online specialist retailer in cycling, running and outdoor equipment with multi-brand catalog and dynamic pricing; comparable pure-play e-commerce outdoor/niche-sport model to Fjellsport.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fjellsport social profiles
Digital presenceFjellsport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fjellsport leadership team
Management profileNumber of profiles
Profiles2 records
Fjellsport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fjellsport 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 Fjellsport
What does Fjellsport do?
Fjellsport is a multi-brand Scandinavian outdoor, fishing, and hunting e-commerce retailer that sells apparel, footwear, tents, sleeping bags, backpacks, and equipment from premium brands through its fjellsport.no online store. The offering is complemented by the Skitt Fiske 2000 sqm physical store at Pindsle in Sandefjord, the Skitt Fiske/Skitt Jakt web stores, the Fjellsportpris dynamic-pricing program, the Kundeklubb loyalty program, and educational content via Tips & Råd and the Fjellsportpodden podcast.
Is Fjellsport a public or private company?
Fjellsport is a private company. It is classified as corporate owned and is currently operating.
When was Fjellsport founded?
Fjellsport was founded in 2010. It employs 51 to 100 people.
Where is Fjellsport based?
Fjellsport is headquartered in Sandefjord, Norway, in the Europe region.
How does Fjellsport make money?
Three revenue lines are on record. E-commerce product sales are the primary driver. The others are physical retail store and membership/Loyalty program.
Who are Fjellsport's main competitors?
Direct peers on record are Sport 1 Norge, XXL ASA, Outnorth and Sportamore. Broad incumbents are Decathlon, Intersport, Stadium (H&M Group) and REI Co-op. Emerging players are Backcountry and Wiggle / Chain Reaction Cycles.
Does Fjellsport have an API?
No public API is recorded for Fjellsport.
What industry is Fjellsport in?
Fjellsport's product category is Outdoor Equipment Retail. Its primary akta.pro industry code is CRAMABAL, Fishing & Tackle Retail.