MNO International
- Company typePrivate
- Founded1997
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
MNO International firmographics
Firmographics- Name
- MNO International
- Legal name
- MnO International AB
- Website
- https://mno.se
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where MNO International is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices11 records
Markets served
MNO International business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- B2B Distribution: Distribution of sports, outdoor, and fashion brands (Under Armour, Speedo, New Era, Columbia, 2XU, Sorel, Mountain Hardwear, Mountain Works, Gramicci, Hövding) to retailers across the Scandinavian market through B2B operations.
- Direct-to-Consumer Retail: Physical and digital retail through owned retail stores including Under Armour Brand House locations in Stockholm and Helsinki, Under Armour Factory House locations, and MnO Brand Store.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
MNO International product offering
Product offeringCore offering
MNO International is a Scandinavian distribution and retail company that represents international sports, outdoor, and fashion brands through B2B wholesale distribution to retailers across Sweden, Norway, Denmark, and Finland. It also operates a Direct-to-Consumer branch running owned retail stores (Under Armour Brand House, Factory House, and MnO Brand Store locations) and online storefronts. Its portfolio covers nine core brands plus one affiliated brand, marketed and sold to both retail partners and end consumers.
Product overview
MNO International is a distribution company operating both B2B wholesale distribution and Direct-to-Consumer retail channels for sports, outdoors, and fashion brands across the Scandinavian market. The portfolio consists of 9 core brands including Under Armour, Speedo, New Era, 2XU, Sorel, Columbia, Mountain Works, Gramicci, and Hövding, plus affiliated brand Diemme. The B2B operations involve wholesale distribution to retailers, while the DTC branch includes physical retail through Under Armour Brand House stores in Stockholm, Helsinki, and Mall of Scandinavia, as well as factory outlet stores and online store partnerships. The company maintains satellite offices in Copenhagen, Oslo, and Helsinki, with approximately 70 full-time employees based primarily in Stockholm.
Differentiator
Problem solved
Functional benefit
Products and services
- Under Armour Distribution and retail representation of the Under Armour brand across Scandinavia, offering performance athletic footwear, apparel, and accessories through B2B wholesale and DTC channels including Brand House stores in Stockholm, Helsinki, and Mall of Scandinavia.
- Speedo Distribution of the Speedo brand, the world's leading swimwear brand, across the Scandinavian market, including swimwear with revolutionary technologies and innovations for swimming at all levels.
- New Era Distribution of New Era caps and headwear, the largest headwear company in the world (founded 1920), across Scandinavian markets for B2B retail and DTC sales.
- 2XU Distribution of 2XU (Two Times You) compression garments, a brand created in 2005, providing scientifically proven physiological benefits for athletes across prepare, perform, and recover cycles.
- Sorel Distribution of Sorel footwear, a brand founded in 1962, combining expert craftsmanship and contemporary design to create all-season footwear balancing functionality and fashion.
- Columbia Distribution of Columbia Sportswear outdoor apparel, footwear, and accessories across Scandinavia, featuring over 80 years of heritage in outdoor gear designed to keep wearers warm, dry, cool, and protected.
- Mountain Works Distribution of Mountain Works, a Scandinavian outdoor fashion brand with 40+ years of experience bringing innovations from extreme mountain environments into urban settings.
- Gramicci Distribution of Gramicci outdoor clothing, a brand pioneering freedom-of-movement designs for over 30 years, across the Scandinavian market.
- Hövding Distribution of Hövding, the world's most advanced head protection for cyclists, featuring a discreet collar that inflates in 0.1 seconds. The Hövding 4 model uses next-generation AI and automotive safety standards developed by iSi Automotive.
- Diemme Distribution of Diemme, an Italian high-end footwear brand founded in 1992 by brothers Dennis and Maico Signor, specializing in hiking and mountaineering footwear.
Companies that use MNO International
Customer profileSegments2 records
Ideal customer profiles2 records
MNO International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MNO International partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Under ArmourcoreMNO International distributes Under Armour brand across the entire Scandinavian market. The partnership includes multiple retail formats including Under Armour Brand House and Factory House locations in Sweden and Finland.
- SpeedocoreMNO International represents Speedo, the world's leading swimwear brand, in the Scandinavian market. Speedo is known for revolutionary swimwear technologies and innovations.
- New EracoreMNO International distributes New Era cap products across Scandinavia. New Era is the largest headwear company in the world, originally founded in 1920 as a family business.
- ColumbiacoreMNO International represents Columbia Sportswear Company in Scandinavia. Columbia has been making outdoor gear for more than 80 years, specializing in apparel, footwear, and accessories.
- 2XUcoreMNO International distributes 2XU (Two Times You), a world-leading compression garments brand. Founded in 2005, 2XU creates garments backed by scientific research to deliver physiological benefits to athletes.
- SorelcoreMNO International distributes Sorel footwear in Scandinavia. Founded in 1962, Sorel combines expert craftsmanship and modern design to create all-season footwear.
- Mountain WorkscoreMNO International represents Mountain Works, a Scandinavian outdoor fashion brand with 40+ years of experience making products used in extreme environments. The brand bridges outdoor functionality with urban fashion.
- GramiccicoreMNO International distributes Gramicci in Scandinavia. Gramicci has pioneered outdoor industry innovation for over 30 years, known for 'freedom-of-movement' designs.
- HövdingcoreMNO International represents Hövding in Scandinavia. Hövding is the world's most advanced head protection for cyclists, featuring an invisible collar that inflates into a protective airbag in 0.1 seconds.
- Diemme FootwearminorDiemme Footwear is an Italian high-end footwear brand and production company based in Montebelluna, Veneto region. Founded by brothers Dennis and Maico Signor in 1992, specializing in hiking and mountaineering footwear.
Scale indicators4 records
Recent moves5 records
MNO International competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
MNO International social profiles
Digital presenceMNO International financial estimates
Financial estimateRevenue estimate
Valuation estimate
MNO International leadership team
Management profileNumber of profiles
Profiles5 records
MNO International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MNO International 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 MNO International
What does MNO International do?
MNO International is a Scandinavian distribution and retail company that represents international sports, outdoor, and fashion brands through B2B wholesale distribution to retailers across Sweden, Norway, Denmark, and Finland. It also operates a Direct-to-Consumer branch running owned retail stores (Under Armour Brand House, Factory House, and MnO Brand Store locations) and online storefronts. Its portfolio covers nine core brands plus one affiliated brand, marketed and sold to both retail partners and end consumers.
Is MNO International a public or private company?
MNO International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MNO International founded?
MNO International was founded in 1997. It employs 51 to 100 people.
Where is MNO International based?
MNO International is headquartered in Stockholm, Sweden, in the Europe region.
How does MNO International make money?
Two revenue lines are on record. B2B Distribution is the primary driver. The others are direct-to-Consumer Retail.
Does MNO International have an API?
No public API is recorded for MNO International.