Askari Angel Sport

What Askari Angel Sport does

Askari Angel Sport (legal name: Askari) is a German-headquartered, privately held multi-channel retailer of fishing equipment and outdoor apparel, founded in 1990 and based in Lüdinghausen, Germany. The company sells a comprehensive range of fishing rods, reels, lines, artificial baits, hooks, bait and feed, fishing clothing and footwear, and camping gear (including tents, bivvies, sleeping bags, and fishing boats), with much of the assortment organized by target species (carp, catfish, trout, predatory fish, eel, sea fish). Its core technical platform is a multi-language, multi-currency e-commerce storefront available in 12 European languages (German, English, Danish, Finnish, French, Italian, Norwegian, Polish, Swedish, Slovak, Spanish, Czech), complemented by a dedicated iOS/Android mobile app and a 640+ page annual catalog with 5,000+ new articles.

The business operates a hybrid omnichannel model: 14 physical Fachmärkte (specialty stores) across Germany plus a pan-European online shop, with integrated buy-online-pick-up-in-store (Fachmarkt-Lieferung). Revenue is generated through one-time retail merchandise sales at published prices across multiple fishing-style and target-species categories, with no minimum order value, free returns, and a broad payment stack including invoice (Kauf auf Rechnung), PayPal, credit card, and direct debit. Two proprietary house brands — Kogha (broad fishing gear) and Askon (bite alarms) — provide margin defense and entry-level price points, while the PLUS paid membership program and the Rutenhelden/Jungangler community clubs drive repeat engagement and customer lock-in.

Askari serves primarily individual consumer anglers rather than enterprise customers, with no disclosed B2B accounts, contracts, or institutional clients. Its competitive moat rests on a hybrid distribution network, an extensive content/catalog library, two house brands, and self-described positioning as 'Europe's leading online shop for fishing and outdoor apparel.' The firm is privately held with no disclosed funding rounds, no M&A activity, no patents, and no disclosed revenue, headcount beyond the 11-50 band, or ownership structure.

Name

Askari Angel Sport

Legal name

Askari

Website

https://angelsport.de

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Askari Angel Sport is a German retailer of fishing equipment and outdoor apparel, operating a 12-language pan-European e-commerce shop alongside 14 physical specialty stores in Germany and serving hobbyist anglers across all fishing styles and target species.

Ownership category

akta.pro rank

Product category

Fishing Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYCRAMALAJ

Lures, Flies & Terminal Tackle Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAL

Waders, Apparel & Footwear for Fishing Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAK

Bait, Chum & Livewell Supply Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAC

Saltwater & Offshore Fishing Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

Keywords

• Fishing equipment retail
• Angling tackle
• Outdoor sporting goods
• Fishing apparel
• Angling accessories

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail merchandise sales: Askari operates as an online and brick-and-mortar retailer of fishing equipment and outdoor apparel, selling a wide range of products including fishing rods, reels, lines, artificial baits, hooks, clothing, camping gear, and accessories. Revenue is generated through direct product sales to consumers at published retail prices, with no minimum order value and free returns.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Askari Angel Sport is a German multi-channel retailer selling fishing equipment, outdoor apparel, and camping gear directly to anglers across Europe. Its assortment spans fishing rods, reels, lines, artificial baits, accessories, bait and feed, fishing clothing and footwear, and camping/boat gear, including in-house brands Kogha and Askon. Distribution is delivered through a 12-language European e-commerce platform, 14 physical specialty stores in Germany, and a dedicated mobile app, supplemented by a 640+ page annual catalog.

Product overview

Askari Angel Sport is Europe's leading online retailer for fishing equipment and outdoor apparel, operating as a multi-brand e-commerce platform with both international brands and proprietary house brands. The core product portfolio centers on four main categories: fishing rods (Angelruten), fishing reels (Angelrollen), fishing lines (Angelschnüre), and fishing accessories (Angelzubehör), complemented by artificial baits/lures (Kunstköder), bait and feed (Hakenköder & Angelfutter), and specialized fishing clothing and footwear (Angelbekleidung & Schuhe). The company organizes much of its assortment by target fish species (Zielfisch), offering specialized equipment bundles for carp, catfish/wels, trout, predatory fish (pike/zander/bass), eel, and sea fishing. House brands Kogha and Askon provide budget-friendly options for price-conscious customers and beginners. The platform extends beyond pure fishing with camping equipment and boats (Camping & Angelboote), and offers supplementary services including the PLUS membership program, gift cards, and a mobile app. With 14 physical stores across Germany and a strong e-commerce operation, Askari positions itself as a one-stop shop for anglers at all levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Angelruten (Fishing Rods) Extensive range of fishing rods including beach, spinning, ground, travel, float, Bolognese, feeder, match, stipp, baitcast, fly, premium-brand, boat, drop shot, and target-fish specific rods for carp, catfish, trout, and predatory fish; sold to individual anglers.
• Angelrollen (Fishing Reels) Complete selection of spinning, free-spool, sea, multiplier, baitcast, and fly reels, plus target-fish specific reels for carp, catfish, predatory fish, trout, and eel; sold to individual anglers.
• Angelschnüre (Fishing Lines) Monofilament, braided, fly, leader, and fluorocarbon lines, plus target-fish specific lines for carp, catfish, trout, predatory fish, sea fishing, and eel; sold to individual anglers.
• Kunstköder (Artificial Bait/Lures) Wide range of artificial lures including soft plastics, spinners, spinnerbaits, lead head spinners, plugs, trout spoons, chatterbaits, pilkers, sea lures, flies, catfish artificial lures, jig heads, tungsten jig heads, and lure sets; sold to individual anglers.
• Angelzubehör (Fishing Accessories) Comprehensive accessories including camping gear, fishing boats, fishing umbrellas, tents, sleeping bags, bivvies, bite alarms, fish finders, electronics, landing nets, rod holders, knives, tools, fish processing equipment, bait, feed, and small accessories; sold to individual anglers.
• Hakenköder & Angelfutter (Bait & Feed) Live bait, trout feed, carp feed, predatory fish feed, angling attractants, boilie flavors, feed scoops, bait boxes, feed baskets, and sturgeon bait; sold to individual anglers.
• Angelbekleidung & Schuhe (Fishing Clothing & Shoes) Specialized fishing apparel including outdoor shoes, ladies fishing clothing, waders, jackets, vests, pullovers, shirts, trousers, camouflage clothing, heated clothing, accessories, flotation suits, and various footwear options; sold to individual anglers.
• Camping & Angelboote (Camping & Fishing Boats) Camping equipment and boats including bivvies, umbrellas, sleeping bags, transport wagons, camping furniture, boats, kayaks, inflatable boats, cooking equipment, cool boxes, lamps, and insect protection; sold to individual anglers and outdoor enthusiasts.
• Zielfisch-Ausrüstung (Target Fish Equipment) Specialized equipment organized by target fish species: carp, catfish/wels, coarse, fly, sea, trout, trolling, drop shot, eel, predatory fish, and night fishing; sold to individual anglers shopping by target species.
• Kogha (House Brand) In-house brand popular among price-conscious customers and beginners, offering fishing rods, reels, artificial lures, fishing lines, camping equipment, and accessories under the Kogha label.
• Askon Bissanzeiger (House Brand) In-house bite alarm brand known for electronic and acoustic bite indicators popular among carp anglers.
• PLUS Membership Program Premium membership program offering additional benefits including exclusive products, special pricing, and enhanced service options for individual anglers.
• Askari App Mobile application for anglers to browse products, manage orders, and access fishing resources; available on iOS and Android.
• Askari Gift Cards (Gutscheine) Digital and physical gift cards available for purchase and redeemable across all Askari sales channels (online and physical stores); marketed as gifts for anglers.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCxXxYQq4l3K3GJkT3zN8j8Q
• Xx.com/askari_sport
• Facebookfacebook.com/Askari.Angelsport
• LinkedInlinkedin.com/company/askari-sport-gmbh

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 Askari Angel Sport