Festival
Festival AS is a Norwegian B2B wholesale distributor serving registered dealers and retailers with ~5,000 home, leisure, and outdoor products, including proprietary brands Madame, Maku, and Kreator, plus distributed brands like Napoleon grills, sold exclusively through the festival.no e-commerce platform.
- Company typePrivate
- Founded2009
- HeadquartersSøgne, Norway
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Festival does
Festival AS is a Norwegian B2B wholesale distributor of consumer goods for the home, leisure, and outdoor living categories, founded in 2009 and headquartered in Søgne, Norway. The company serves registered dealers and retailers exclusively within the Norwegian market through its festival.no e-commerce platform, distributing approximately 5,000 products across categories including grills, outdoor furniture, leisure and fitness, tools, home goods, interior décor, textiles, kitchenware, furniture, accessories, and Christmas items. Festival operates a hybrid branded-and-own-brand portfolio: it distributes premium grill brand Napoleon (Phantom, Rogue SE/XT, Prestige Pro, Travel Q lines) and value-oriented Mustang grills, while owning the registered Madame interior/textile brand, the Maku kitchen brand, and the Kreator tool brand.
The underlying technology stack consists of the festival.no B2B e-commerce platform built on Gurusoft AS cloud-based e-commerce infrastructure, with integrations to Google Analytics, Facebook pixel, Google Ads, Apsis (email newsletter), JotForm (customer forms), and Visma Autoinvoice (EHF/EDI document exchange). The platform enables registered dealers to browse the catalog, place orders in full carton quantities, and manage accounts. Festival's supply chain depends on close cooperation with purchasing offices in Asia for direct sourcing, alongside relationships with major European suppliers, with stated focus on ethical trade, product quality, and delivery reliability.
The revenue model is straightforward B2B wholesale: products are sold in full cartons to registered dealers with zone-based pallet shipping rates across Norway, a free-shipping threshold of 8,500 NOK (ex. VAT), and standard 20-day net payment terms subject to credit approval. New dealers must apply and be approved before purchasing. The company employs approximately 9-50 staff, including a Managing Director (Kjetil Fridén), sales personnel, an operations and logistics manager, warehouse staff, and an IT/web/e-commerce lead. There are no subsidiaries, no funding rounds, no M&A activity, and no public financial disclosures in the source data.
Festival firmographics
Firmographics- Name
- Festival
- Legal name
- Festival AS
- Website
- https://festival.no
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Festival AS is a Norwegian B2B wholesale distributor serving registered dealers and retailers with ~5,000 home, leisure, and outdoor products, including proprietary brands Madame, Maku, and Kreator, plus distributed brands like Napoleon grills, sold exclusively through the festival.no e-commerce platform.
- Ownership category
- akta.pro rank
Festival industry classification
Industry- Product category
- Wholesale home and outdoor goods distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Outdoor Recreation Equipment Distribution (Camping, Hiking, Climbing) (CRAOAJAB)
- akta.pro secondary industries
- Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB), Seasonal & Party Variety Stores (CRAEAGAB)
Keywords
Where Festival is headquartered
LocationHeadquarters
- HQ city
- Søgne
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Festival business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- B2B Wholesale Product Sales: Festival AS generates revenue through wholesale product sales to registered dealers and retailers across Norway. Products span multiple categories including grill equipment (Napoleon, Mustang brands), outdoor living, leisure/fitness, tools, home goods, interior décor, textiles, kitchenware, and Christmas items. Sales are conducted in full cartons with free shipping threshold of 8,500 NOK and standard credit terms of 20 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Wholesale B2B pricing for registered dealers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Festival product offering
Product offeringCore offering
Festival AS is a B2B wholesale supplier of approximately 5,000 home, leisure, and outdoor living products — including grills, outdoor furniture, textiles, kitchenware, tools, and seasonal items — sold in full cartons to registered dealers and retailers across Norway. The company distributes own brands (Madame interiors, Maku kitchen) and partner brands (Napoleon premium grills, Mustang value grills, Kreator tools), and operates the festival.no e-commerce platform for dealer ordering.
Product overview
Festival AS operates as a wholesale distributor of home, leisure, and outdoor products, offering approximately 5,000 products across categories including interiors, textiles, kitchen, Christmas, outdoor living, and tools. The company sells under proprietary brands like Madame (interior/textiles) and Maku (kitchen), distributes branded products including Napoleon grills (premium) and Mustang grills (value), and offers the KREATOR tools brand. Their product portfolio is organized around the Festival.no B2B e-commerce platform which serves as the primary interface for dealer customers.
Differentiator
Problem solved
Functional benefit
Brands
- Madame: Own registered brand concept with interior products including interiør, tekstil, kjøkken and seasonal items like jul.
- Napoleon
- Kreator
- Maku
Products and services
- Napoleon Grill Series
- Mustang Grill Series
- Madame (interior and textile own brand)
- Maku Kitchen
- Kreator Tools
- Festival.no B2B E-commerce Platform
Companies that use Festival
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Festival technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Festival partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- NapoleoncorePremium grill brand representing top-class quality in grills and grilling equipment. Napoleon grills are a key product category for Festival AS, positioning the company in the high-end grill market segment.
- Gurusoft AScoreProvides cloud-based e-commerce platform (Gurusoft Ecommerce) for festival.no. Responsible for technical development, operation, and maintenance of the online store. Manages server infrastructure and handles website functionality including cookies JSESSIONID and ListView.
- Asian Purchasing OfficescoreClose cooperation with purchasing offices in Asia to ensure strict requirements for delivery reliability, product quality, and ethical trade. Critical partnership for supply chain management.
Scale indicators3 records
Recent moves6 records
Expansion highlights3 records
Festival competitors and assessment
Company assessmentBroad incumbents
- Plantasjen Norge: Nordic garden and outdoor living retailer; directly comparable to Festival's UTEROM (outdoor living) assortment including garden furniture, outdoor kitchen, and outdoor décor categories.
- Clas Ohlson AB: Established Nordic multi-category home, tools, and leisure retailer; overlaps in tools (Kreator-like), home, and outdoor categories but operates as a broad incumbent across multiple Nordic countries.
- Europris ASA: Norwegian discount variety retailer covering home, kitchen, outdoor, and seasonal categories; overlaps with Festival's "variety"-style assortment including Christmas/seasonal items.
Emerging players
- Kid ASA: Norwegian home textiles retailer; overlaps directly with Festival's Madame Interiør/Tekstil sub-brand assortment and competes for the same Norwegian interiors/textile dealer shelf space.
Direct peers
- Jula Norge AS: Norwegian-Scandinavian multi-category home, leisure, and tools retailer/wholesaler with a similar dealer/supplier model across overlapping categories (tools, outdoor, home). Directly comparable on B2B dealer registration and full-assortment strategy.
- XXL ASA: Norway-headquartered sporting and outdoor goods retailer with significant overlap in Festival's outdoor, camping, leisure, and grill-adjacent categories; competes for the same Norwegian household-discretionary wallet though more retail-facing.
- Nordic Nest (Norliennunger): Nordic e-commerce home/interior goods retailer with B2C and B2B programs; comparable in interior/textile category focus and Nordic multi-country digital distribution approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Festival social profiles
Digital presenceFestival financial estimates
Financial estimateRevenue estimate
Valuation estimate
Festival leadership team
Management profileNumber of profiles
Profiles8 records
Festival funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Festival 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 Festival
What does Festival do?
Festival AS is a B2B wholesale supplier of approximately 5,000 home, leisure, and outdoor living products — including grills, outdoor furniture, textiles, kitchenware, tools, and seasonal items — sold in full cartons to registered dealers and retailers across Norway. The company distributes own brands (Madame interiors, Maku kitchen) and partner brands (Napoleon premium grills, Mustang value grills, Kreator tools), and operates the festival.no e-commerce platform for dealer ordering.
Is Festival a public or private company?
Festival is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Festival founded?
Festival was founded in 2009. It employs 11 to 50 people.
Where is Festival based?
Festival is headquartered in Søgne, Norway, in the Europe region.
How does Festival make money?
One revenue line is on record: B2B Wholesale Product Sales.
Who are Festival's main competitors?
Broad incumbents on record are Plantasjen Norge, Clas Ohlson AB and Europris ASA. Kid ASA is listed as an emerging player. Direct peers are Jula Norge AS, XXL ASA and Nordic Nest (Norliennunger).
Does Festival have an API?
No public API is recorded for Festival.
What industry is Festival in?
Festival's product category is Wholesale home and outdoor goods distribution. Its primary akta.pro industry code is CRAOAJAB, Outdoor Recreation Equipment Distribution (Camping, Hiking, Climbing), with a secondary code of CRAEAEAB, Membership Wholesale Clubs (B2B & B2B2C). Its NAICS code is 423910 and its SIC code is 5020.