What SIE-Hunting does

SIE-Hunting is a Danish specialty retailer of hunting, shooting sports, and outdoor equipment, operating under the legal entity SIE group ApS since 2007. The company runs a direct-to-consumer e-commerce platform at sie-hunting.com alongside two brick-and-mortar stores in Langeskov (headquarters, Agertoften 1, Hal 17) and Jyllinge (Møllehaven 16b). Its catalog spans firearms and accessories, thermal and digital night vision, rifle scopes and binoculars, hunting apparel (including the SKRE sub-brand), general hunting equipment, outdoor/camping gear, and hunting dog accessories, supplemented by services such as gift cards, bundled rifle packages, and education courses.

The underlying technology is a standard integrated e-commerce storefront with domestic 1-3 day delivery (free above 499 DKK), email and social (Facebook, Instagram) marketing channels, and a dedicated public-sector sales function. The company emphasizes knowledgeable phone-based customer service, a price-match guarantee restricted to Danish competitors, a 14-day return policy, and consumer financing as purchase-enablement features. No proprietary software, AI/ML capabilities, or external API integrations are disclosed.

Revenue is generated through one-time product sales to individual consumers and public-sector buyers. Customer acquisition relies on the website, newsletter signup prize draws, and organic social media. The company is privately held, appears to be founder/family-owned (Daniel Jensen identified as founder), and discloses no institutional investors, funding events, or external capital activity. Geographic scope is exclusively Denmark; the price-match policy explicitly excludes foreign competitors, underscoring a domestic-only commercial posture.

Name

SIE-Hunting

Legal name

SIE group ApS

Website

https://www.sie-hunting.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

SIE-Hunting is a Danish specialty e-commerce and two-store retailer selling hunting, shooting, and outdoor equipment to Danish hunters and outdoor enthusiasts under the SIE group ApS entity.

Ownership category

akta.pro rank

Product category

Hunting & Outdoor Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Retail Stores, Nec (5990)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC), Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD), Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Hunting equipment retail
• Outdoor recreation gear
• Firearms and ammunition
• Hunting optics supplies
• Night vision equipment

Headquarters

HQ city

Langeskov

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: SIE-Hunting generates revenue through direct sales of hunting, fishing, and outdoor equipment via their e-commerce platform and physical retail stores. They sell a wide range of products including weapons, optics, night vision equipment, hunting clothing, and outdoor gear from multiple branded manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SIE-Hunting is a Danish online and physical retailer selling hunting, shooting sports, and outdoor equipment from multiple branded manufacturers. The catalog spans firearms, ammunition, reloading supplies, rifle scopes and binoculars, thermal and digital night vision devices, hunting clothing (including the SKRE sub-brand), outdoor gear, hunting dog accessories, and related accessories. The company operates in Denmark only, combining an e-commerce storefront with two brick-and-mortar stores and a public sector sales channel.

Product overview

SIE-Hunting is a Danish e-commerce retailer and physical store operator specializing in hunting, shooting sports, and outdoor equipment. The company operates under SIE group ApS and offers a comprehensive product portfolio organized into main categories: Weapons and Accessories (firearms, ammunition, reloading supplies), Night Optics (thermal and digital night vision devices), Optics (rifle scopes, binoculars, rangefinders, mounts), Hunting Clothing (men's, women's, and children's apparel including the SKRE sub-brand), General Hunting Equipment (hearing protection, lights, game cameras, knives, blinds, trophy equipment), Outdoor gear (tents, sleeping bags, backpacks, footwear), and Hunting Dog accessories. The company also provides services including gift cards, hunting/shooting courses, and operates an outlet section. SIE-Hunting operates physical retail locations in Langeskov and Jyllinge, Denmark, with online sales and customer service support.

Differentiator

Problem solved

Functional benefit

Brands

• SKRE: Canadian outdoor clothing brand sold through SIE-Hunting, featuring jackets, pants, base layers, rain gear, and accessories.
• SIE group ApS

Products and services

• Firearms and Ammunition Category of firearms (rifles, shotguns, salon rifles, pistols, air weapons) and ammunition (rifle, shotgun, pistol) including reloading supplies, sound suppressors, muzzle brakes, and stocks. Sold to licensed Danish hunters and shooting sports enthusiasts through online and physical stores.
• Hunting Optics Rifle scopes, mounting systems (Rusan, EAW, Weaver, Leupold, Vortex, Hawke, Aimpoint), handheld binoculars, spotting scopes, rangefinders, and red dot / Holosight sights. Targeted at Danish hunters and target shooters needing aiming and observation equipment.
• Night Optics (thermal and digital night vision) Thermal spotters (mono and binocular), thermal rifle scopes, thermal clip-on devices, digital night vision binoculars, monoculars, rifle scopes, digital clip-ons, and related accessories. Sold to Danish hunters requiring night-hunting capability, with associated firearms licensing in Denmark.
• Hunting Clothing (JAGTTØJ) Hunting apparel for men, women, and children including jackets, vests, pants, base layers, camouflage clothing, rain gear, gloves, headwear, and hunting sets. Sold to Danish hunters and outdoor users across seasons.
• SKRE Hunting and Outdoor Clothing Brand Canadian outdoor clothing sub-brand distributed through SIE-Hunting, including jackets, vests, pants, base layers, rain gear, T-shirts, hoodies, caps, gloves, bags, backpacks, and accessories. Targeted at Danish hunters seeking premium layered outdoor apparel.
• Hunting Equipment (JAGTUDSTYR) General hunting gear including hearing protection (electronic and passive), laser/light modules, shooting sticks, game and trail cameras, knives, hunting blinds, game bags, trophy equipment, metal detectors, decoys, calls, tree stands, gun safes, and safety/training equipment. Sold to Danish hunters and outdoor users.
• Outdoor Recreation Equipment Outdoor gear including outdoor clothing, backpacks (daypacks, hiking packs, carry-on, children's), sleeping bags, tents, footwear, and camping accessories. Targeted at Danish outdoor recreation consumers beyond the core hunting audience.
• Hunting Dog Equipment Products for hunting dogs including dog food and treats, collars and leashes, blankets and pads, covers and transport, training gear, hunting dog accessories, and flea/tick prevention. Sold to Danish hunters who work with hunting dogs.
• Hunting and Shooting Courses and Events Educational courses and events including hunting license courses, shooting courses, reloading courses, and GastroLab culinary experiences. Sold to Danish hunters and shooting enthusiasts seeking training and certification.
• Gift Cards (Gavekort) Email-delivered gift cards redeemable on hunting and outdoor equipment across the SIE-Hunting catalog. Sold to consumers gifting to Danish hunters and outdoor enthusiasts.
• Rifle Packages (Rifelpakker) Pre-configured rifle plus scope bundles offered as combined deals. Targeted at Danish hunters seeking a turnkey rifle and optic setup at a package price.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Jaktia: Nordic hunting and shooting specialty retailer with physical stores and e-commerce across Sweden and Norway. Direct competitor in hunting firearms, optics, ammunition, and apparel — same specialty positioning and category mix as SIE-Hunting but at larger Nordic scale.
• Natur & Fritid: Danish specialty retailer with multiple stores and an online platform selling hunting, fishing, and outdoor equipment. Directly comparable assortment, geographic overlap (Denmark), and dual online/offline retail model.
• Vildmarken: Danish hunting and outdoor equipment retailer operating online and through physical locations. Comparable specialty assortment (firearms, optics, clothing) targeting Danish hunters; a primary local competitor for SIE-Hunting's customer base.
• Jagt & Fiskerimagasinet (JFM): Danish hunting and fishing retail chain with physical stores and e-commerce. Directly overlaps SIE-Hunting's hunting, optics, and outdoor assortment within Denmark, and competes for the same end consumer.
• Friluftsland: Nordic outdoor and hunting equipment e-commerce retailer operating across Denmark and Scandinavia. Comparable specialty hunting/outdoor assortment and DTC focus, though with broader Scandinavian geographic reach than SIE-Hunting.
• Jagtbutikken.dk: Danish online hunting retailer with comparable specialty assortment in firearms, optics, ammunition, and hunting apparel. Operates as a pure-play e-commerce competitor within SIE-Hunting's primary geography.

Emerging players

• Bushcraft Danmark: Danish specialist retailer focused on bushcraft, outdoor, and hunting-adjacent equipment. Partial overlap with SIE-Hunting's outdoor and hunting equipment categories, more niche positioning, primarily Denmark-based e-commerce.

Broad incumbents

• Decathlon Denmark: Global sporting goods generalist with a Danish storefront and e-commerce platform. Sells hunting-adjacent outdoor, optics, and apparel lines, offering broader scale and price competitiveness that pressures specialist hunting retailers like SIE-Hunting on the consumer side.
• Scandinavian Outdoor: Nordic outdoor specialty retailer with broad assortment across hunting, hiking, and skiing. Larger scale and broader geographic reach than SIE-Hunting, with overlapping hunting and outdoor product categories.

Regional players

• Wigants International: UK-based hunting and outdoor equipment retailer with mail-order and online channels. Comparable specialty focus on hunting clothing, optics, and equipment; serves a different primary geography but competes indirectly in cross-border e-commerce for Danish customers seeking specialty hunting brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/siehunting
• Instagraminstagram.com/siehunting

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 SIE-Hunting