HAGS Aneby
HAGS is a Swedish manufacturer founded in 1948 that designs and produces commercial playground equipment, outdoor sports and fitness installations, and park furniture for municipalities, schools, resorts, and other institutional clients across 30+ countries.
- Company typePrivate
- Founded1948
- HeadquartersAneby, Sweden
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What HAGS Aneby does
HAGS is a Swedish manufacturer founded in 1948 and headquartered in Aneby, Sweden. The company designs, manufactures, and supplies outdoor recreation environments across three product verticals: commercial playground equipment under sub-brands including UniPlay, UniMini, UniMix, Agito, NRG, PlayCubes, and Robinia natural-wood playgrounds; outdoor sports and fitness equipment under HAGS Fitness, Denfit, and Wooden Fitness sub-brands; and park and urban furniture under the Aneby and Hofors lines. Products are fabricated from wood, steel, HPL (high-pressure laminate), thermally treated pine, hardwood, and recycled materials, and carry multi-jurisdictional certifications including Nordic Swan Ecolabel, TÜV, IPEMA, and ASTM/CSA, which are required for public-sector procurement in the company's primary markets.
The business model is enterprise B2B and project-based. Field sales are organized through regional district managers who provide free design consultation and quote-based project pricing; revenue is generated on a project-by-project basis through tenders and direct commercial agreements rather than standardized list pricing. Digital channels complement the field force via a BIM library (integrated with BIMobject) for architects and specifiers, the HAGS Connect customer portal, and the HAGS Academy training program. Adjacent service lines (HAGS Inspektion for inspection/maintenance) extend post-installation customer engagement. Customers span municipalities and governments (the primary segment), schools, hotels and resorts, residential associations, construction firms, healthcare, military, architects, and religious congregations across 30+ countries with localized country websites.
HAGS Aneby firmographics
Firmographics- Name
- HAGS Aneby
- Legal name
- HAGS
- Website
- https://hags.se
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- HAGS is a Swedish manufacturer founded in 1948 that designs and produces commercial playground equipment, outdoor sports and fitness installations, and park furniture for municipalities, schools, resorts, and other institutional clients across 30+ countries.
- Ownership category
- akta.pro rank
HAGS Aneby industry classification
Industry- Product category
- Outdoor Recreation Equipment Manufacturing
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Outdoor Play & Sports Toys Distribution (CRAOAMAG)
- akta.pro secondary industry
- Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK)
Keywords
Where HAGS Aneby is headquartered
LocationHeadquarters
- HQ city
- Aneby
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
HAGS Aneby business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Playground Equipment Sales: Sale of commercial and residential playground equipment including freestanding items (swings, slides, climbing structures, seesaws, roundabouts), play systems (UniPlay, UniMini), themed equipment, and spare parts/accessories
- Sports and Fitness Equipment Sales: Outdoor gym equipment, multi-gym installations, cardio equipment, strength training equipment, ball sports arenas and goals, and fitness accessories
- Park and Urban Furniture Sales: Park benches, tables, picnic tables, bicycle storage, litter bins, planters, pergolas, shade structures, and outdoor furniture in various materials
- Installation and Design Services: Professional installation services and design consultation for outdoor projects, including free initial consultation and step-by-step project support
- Inspection and Maintenance Services: HAGS Inspection and HAGS Academy services for ongoing maintenance and training
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quote-based pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels12 records
HAGS Aneby product offering
Product offeringCore offering
HAGS Aneby designs, manufactures and supplies outdoor recreation infrastructure, including engineered playground systems, outdoor sport and fitness equipment, and park/urban furniture. Offerings are sold primarily to municipalities, schools, developers and landscape contractors through a direct B2B field-sales model supported by more than 30 country-specific websites and a network of global distribution partners. Revenue is generated through the sale of manufactured products, complemented by installation, design consultation, inspection and training services.
Product overview
HAGS is a manufacturer and provider of outdoor environments with three core product lines: Playground Equipment (lekplatsutrustning), Sport & Fitness Equipment (sport- och fitnessutrustning), and Park & Urban Furniture (park & stadsmöbler). The playground division includes freestanding equipment (swings, slides, climbing structures, seesaws, springers, rockers, playhouses, obstacle courses, sand/water play, trampolines, play panels) and modular play systems (UniMini, UniPlay, UniMix, Agito, NRG, Slackline, PlayCubes, Robinia natural playgrounds). The play systems are available in various materials (wood, steel, HPL) with themed variants and configurations (Essentials, Max, Peaks). The fitness division includes outdoor gym equipment, cardio stations, multi-gym frames, and ball sports infrastructure, with proprietary HAGS Fitness and Denfit sub-brands. The furniture division encompasses park benches, tables, picnic tables, bicycle storage, grills, litter bins, planters, and pergolas organized into distinct furniture families (Aneby, Birka, Brahe, City Form, Ekeby, England, Gripsholm, Hofors, Pixbo, Rosenlund, Rörkröken, Sofiero, Stjerneborg, Zeta). Supporting services include design consultation, surfacing installation, BIM library, inspection/maintenance, and HAGS Academy training.
Differentiator
Problem solved
Functional benefit
Brands
- HAGS Connect: Digital platform providing access to digital assets and news for customers.
- HAGS Academy
- HAGS Inspektion
- UniMini
- UniPlay
- UniMix
- Agito
- NRG
- PlayCubes
- Aneby
Products and services
- UniPlay playground system
Companies that use HAGS Aneby
Customer profileNamed customers11 records
Segments9 records
Ideal customer profiles2 records
HAGS Aneby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
HAGS Aneby partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- BIMobjectcoreBIMobject provides the digital infrastructure for HAGS BIM library, enabling architects and designers to access and download HAGS product models for building information modeling and project planning.
- WeglotcoreWeglot provides website translation and localization services, enabling HAGS to operate 30+ country-specific website variants in different languages.
- Meta Platforms (Facebook)minorMeta provides social media integration and advertising services for HAGS Facebook marketing activities.
- CloudflarecoreCloudflare provides website security, performance optimization, and bot protection services for the HAGS website.
- HeinzeminorHeinze operates a German architecture and building portal where HAGS products are featured, providing visibility to German architects and specifiers.
Scale indicators2 records
Recent moves4 records
Expansion highlights5 records
HAGS Aneby competitors and assessment
Company assessmentDirect peers
- Lappset Group: Finnish Lappset manufactures playground equipment, outdoor fitness systems, and sports areas, with a strong Nordic heritage similar to HAGS. It serves municipalities, schools, and recreational developers across Europe, directly overlapping HAGS's core customer base and product mix.
- Landscape Structures: U.S.-based Landscape Structures designs and manufactures commercial playground equipment with inclusive play offerings, serving municipalities and schools. It is highly comparable to HAGS in product philosophy (inclusive play, modular systems) and certifications (IPEMA/ASTM).
- Kompan: Denmark-based Kompan is the largest global manufacturer of playground and outdoor fitness equipment, serving municipalities, schools, and developers with a comparable product portfolio (play systems, fitness equipment, urban furniture). It is HAGS's most direct competitor in both Europe and internationally.
- Eibe: German Eibe designs and manufactures playground equipment, outdoor fitness systems, and park furniture. It serves municipal, school, and leisure customers in Europe with a product breadth and customer base that closely mirror HAGS's offering.
- Berliner Seilfabrik: German Berliner Seilfabrik specializes in rope-based playground equipment and play sculptures for public spaces. It competes directly with HAGS in the European municipal playground segment with comparable safety certifications and customization capabilities.
- BCI Burke: American BCI Burke manufactures playground and fitness equipment for parks, schools, and communities. While geographically focused on North America, it has comparable modular play systems, IPEMA/ASTM certifications, and municipal customer base to HAGS.
- Proludic: French Proludic designs, manufactures, and installs playground, sports, and outdoor fitness equipment for communities, schools, and hospitality clients. It is a direct peer in B2B municipal and educational playground installations across Europe.
- Richter Spielgeräte: German Richter Spielgeräte manufactures natural playground equipment using robinia wood and other organic materials. It competes most directly with HAGS's Robinia and UniMini timber product lines in the European natural playground segment.
Broad incumbents
- PlayCore: American PlayCore is a broad play and recreation industry incumbent owning multiple playground, fitness, and park equipment brands. While overlapping with HAGS's product range, it operates at greater scale and through multiple brand portfolios rather than a single specialized line.
Emerging players
- Greenfields Outdoor Fitness: UK-based Greenfields Outdoor Fitness specializes in outdoor gym equipment for parks, schools, and residential developments. It directly overlaps with HAGS's outdoor fitness product line, though it does not have the same modular playground or furniture breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HAGS Aneby social profiles
Digital presenceHAGS Aneby compliance and trust
Trust signalCompliance4 records
HAGS Aneby financial estimates
Financial estimateRevenue estimate
Valuation estimate
HAGS Aneby leadership team
Management profileNumber of profiles
Profiles1 record
HAGS Aneby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HAGS Aneby 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 HAGS Aneby
What does HAGS Aneby do?
HAGS Aneby designs, manufactures and supplies outdoor recreation infrastructure, including engineered playground systems, outdoor sport and fitness equipment, and park/urban furniture. Offerings are sold primarily to municipalities, schools, developers and landscape contractors through a direct B2B field-sales model supported by more than 30 country-specific websites and a network of global distribution partners. Revenue is generated through the sale of manufactured products, complemented by installation, design consultation, inspection and training services.
Is HAGS Aneby a public or private company?
HAGS Aneby is a private company. It is classified as unknown and is currently operating.
When was HAGS Aneby founded?
HAGS Aneby was founded in 1948. It employs 51 to 100 people.
Where is HAGS Aneby based?
HAGS Aneby is headquartered in Aneby, Sweden, in the Europe region.
How does HAGS Aneby make money?
Five revenue lines are on record. Playground Equipment Sales are the primary driver. The others are sports and Fitness Equipment Sales, park and Urban Furniture Sales, installation and Design Services and inspection and Maintenance Services.
Who are HAGS Aneby's main competitors?
Direct peers on record are Lappset Group, Landscape Structures, Kompan, Eibe, Berliner Seilfabrik, BCI Burke, Proludic and Richter Spielgeräte. PlayCore is listed as a broad incumbent. Greenfields Outdoor Fitness is listed as an emerging player.
Does HAGS Aneby have an API?
No public API is recorded for HAGS Aneby.
What industry is HAGS Aneby in?
HAGS Aneby's product category is Outdoor Recreation Equipment Manufacturing. Its primary akta.pro industry code is CRAOAMAG, Outdoor Play & Sports Toys Distribution, with a secondary code of CRAMAEAK, Team Sports Goals, Nets & Field Equipment Retail. Its NAICS code is 33992 and its SIC code is 3944.