Fjellsport

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.

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

Product category

Outdoor Equipment Retail

akta.pro primary industry

Fishing & Tackle Retail (CRAMABAL)

Keywords

• Outdoor equipment retail
• Fishing gear store
• Hunting apparel
• Hiking gear e-commerce
• Scandinavian outdoor retail

Headquarters

HQ city

Sandefjord

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce product sales: Online sales of outdoor equipment, clothing, and accessories through Fjellsport.no and other web stores
2. Physical retail store: Sales from the 2000 sqm physical store at Pindsle in Sandefjord for fishing and hunting enthusiasts
3. Membership/Loyalty program: Customer club with membership benefits including welcome discounts, exclusive offers, and birthday surprises

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Outnordic-konsernetcoreStrategic or Co-development PartnerFjellsport 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.
• OutnorthcoreStrategic or Co-development PartnerSister company in the Outnordic consortium. Friends/partners operating similar online stores in other Nordic countries and Germany.
• Skitt Fiske AScoreChannel Partner/ Reseller/ DistributorSubsidiary 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'teryxminorOthersPremium outdoor apparel brand carried in the product assortment
• NorrønaminorOthersNorwegian premium outdoor brand carried in the product assortment
• GarminminorOthersTechnology brand for outdoor GPS and sports equipment carried in assortment
• MammutminorOthersSwiss outdoor apparel and equipment brand carried in the product assortment
• SalomonminorOthersFrench outdoor sports equipment brand carried in the product assortment
• DevoldminorOthersNorwegian wool clothing brand carried in the product assortment
• RabminorOthersUK-based outdoor apparel brand carried in the product assortment
• FjällrävenminorOthersSwedish outdoor clothing and gear brand carried in the product assortment
• UrbergminorOthersNordic outdoor brand carried in the product assortment

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/c/fjellsport
• Facebookfacebook.com/fjellsport
• Instagraminstagram.com/fjellsport_no
• Xx.com/fjellsport_no
• LinkedInlinkedin.com/company/fjellsport-no

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Fjellsport