Motorhuset

What Motorhuset does

Motorhuset AB is a privately held Swedish e-commerce retailer founded in 1997 and headquartered in Brunflo, near Östersund. The company specializes in powersports parts, accessories, and equipment, with a primary focus on snowmobiles, ATVs/UTVs, motorcycles (motocross, enduro, and Indian), and watercraft. Motorhuset operates as an authorized dealer for Polaris, Indian Motorcycle, Husqvarna, and Honda, and distributes both OEM and aftermarket parts from these and other manufacturers to individual consumers across Sweden. The catalog is organized by vehicle category (Snow, MX/Enduro, ATV/UTV, MC/Indian, Watercraft) and includes drive components (variators, belts, clutches), chassis parts, engine components, suspension, oils and chemicals, plus a full personal equipment line (helmets, goggles, gloves, boots, clothing, avalanche safety gear).

Beyond third-party branded parts, Motorhuset develops proprietary performance products under its own brand, notably the Motorhuset Variatorkit (Step 1 and Step 2 configurations for Polaris 850 snowmobiles) and a P22-to-P85 conversion kit, both engineered for Polaris 9R and Boost models adapted to Swedish riding conditions. The company also offers a custom-engineering line through its partnership with Åviken Engineering, including ULW (Ultra Light Weight) variator covers distributed exclusively via Motorhuset. Adjacent catalog categories extend into motorhome/caravan parts, trailer parts, and casual lifestyle merchandise from brands such as Fox and Troy Lee Designs.

Revenue is generated through direct-to-consumer e-commerce sales with unit pricing listed in Swedish Krona, ranging from low-cost consumables (16 kr) to premium components (over 32,000 kr). The business employs a product-led, self-serve go-to-market motion with no field sales team; customer engagement is driven through Instagram, an email newsletter, and promotional cycles such as Cyber Monday. Shipping is domestic-only within Sweden, with 3-7 working day delivery on in-stock items. The company has no disclosed funding rounds, no parent entity, no published management roster, and no reported revenue or headcount trend data.

Name

Motorhuset

Legal name

Motorhuset AB

Website

https://motorhuset.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Motorhuset AB is a Swedish e-commerce retailer founded in 1997, specializing in powersports parts and accessories for snowmobiles, ATVs/UTVs, motorcycles, and watercraft, serving individual enthusiasts across Sweden via OEM and proprietary branded products.

Ownership category

akta.pro rank

Product category

Powersports Parts and Accessories Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)

akta.pro secondary industries

Recreation Vehicles & Powersports Accessories Distribution (ATV/UTV, Moto, Snowmobile) (CRAOAJAJ), Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Powersports parts retail
• Snowmobile aftermarket parts
• ATV UTV accessories
• Motocross enduro parts
• Watersport equipment retail

Headquarters

HQ city

Östersund

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Powersports Parts and Accessories Sales: Motorhuset generates revenue through direct retail sales of powersports parts, accessories, and equipment. Products include OEM and aftermarket parts for snowmobiles, ATVs, UTVs, motorcycles (MX/Enduro), and watercraft, as well as personal protective equipment (helmets, boots, gloves, clothing). The company also sells its own proprietary variator kits under the Motorhuset brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Motorhuset AB is a Swedish e-commerce retailer that sells OEM and aftermarket parts, accessories, oils/chemicals, and personal equipment for powersports vehicles including Polaris snowmobiles, ATVs/UTVs, Indian motorcycles, motocross/enduro motorcycles (Husqvarna, Honda), and personal watercraft. The company also develops and sells its own proprietary variator kits under the Motorhuset brand (Variatorkit Polaris 850 and P22 to P85 Conversion Kit), engineered specifically for Swedish snow conditions.

Product overview

Motorhuset AB is a Swedish e-commerce retailer specializing in parts, accessories, and equipment for powersports vehicles. The company operates a multi-brand product portfolio organized into distinct vehicle categories: Snow (Polaris snowmobile parts), MX/Enduro (motocross motorcycle parts), ATV/UTV (Polaris Sportsman, RANGER, RZR accessories), MC (Indian motorcycle parts), Water (watercraft parts), plus oils/chemicals, personal riding equipment, motorhome/caravan parts, trailers, and casual merchandise. The company also develops proprietary products including Motorhuset Variatorkits for Polaris snowmobiles and conversion kits, sold alongside third-party branded parts from Polaris, Fox, Alpinestars, SiDI, and other powersports equipment manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Snowmobile Parts & Accessories

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PolariscoreChannel Partner/ Reseller/ DistributorMotorhuset is a Polaris dealer in Sweden, offering Polaris OEM parts, accessories, and branded merchandise. The company features Polaris prominently on its website and sells Polaris snowmobiles, ATV/UTV parts, and official Polaris accessories including PS-4 motor oil, DOT 4 brake fluid, and service kits.
• Indian MotorcyclecoreChannel Partner/ Reseller/ DistributorMotorhuset is an authorized Indian Motorcycle dealer, providing Indian motorcycle parts and accessories. The site features Indian motorcycle service kits, accessories catalog links, and dedicated Indian parts sections.
• Husqvarna MotorcyclescoreChannel Partner/ Reseller/ DistributorMotorhuset offers Husqvarna motorcycle parts, service kits, and accessories. The company features Husqvarna branded products including oil filter service kits for Vitpilen and Svartpilen models.
• Honda MCminorChannel Partner/ Reseller/ DistributorMotorhuset provides Honda motorcycle parts and service kits. Features Honda-branded oil filters, service kits, and original Honda accessories.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Parts Europe: Large European distributor of powersports parts and accessories serving dealers across multiple countries; a broad incumbent with overlapping SKUs but operating primarily at the B2B dealer tier rather than DTC.
• Polaris Inc. OEM of snowmobiles, ATVs, UTVs, and Indian motorcycles — Motorhuset's anchor channel partner. Comparable as the brand whose parts ecosystem the retailer monetizes, and a structural counterparty risk.
• WPS (Western Powersports): Large US-based distributor of powersports parts and accessories; relevant comparable for catalog breadth and OEM relationships, though primarily B2B rather than DTC.

Direct peers

• 24MX: European online retailer specializing in MX/Enduro motorcycle parts, accessories, and riding gear, directly competing with Motorhuset's MX/Enduro category and overlapping on the same Nordic customer base.
• XLMOTO: Nordic e-commerce retailer of motorcycle parts, accessories, and riding gear, directly overlapping with Motorhuset's MC and MX/Enduro categories for Swedish consumers.
• Dennis Kirk: Long-standing US-based online powersports retailer with multi-category (snow, ATV/UTV, MX, watercraft) e-commerce model; highly comparable business model though geographically separate.
• Sledshop: Nordic snowmobile parts and accessories e-commerce retailer, directly comparable to Motorhuset's snow (Polaris-led) category and target persona.
• Snoskoter.com: Swedish online retailer focused on snowmobile parts and accessories, directly competing in Motorhuset's flagship snowmobile category with overlapping Polaris/OEM SKUs.
• Skoterpart.se: Swedish snowmobile parts specialist e-commerce retailer; directly competes in the same Polaris-focused snow category as Motorhuset's core business.

Regional players

• Team Sportia: Swedish sporting goods and outdoor retailer chain that carries powersports-adjacent categories (riding gear, casual apparel); partial overlap on personal equipment and accessories, primarily through physical stores.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/motorhuset

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Motorhuset