ShipShape

What ShipShape does

ShipShape, legally New ShipShape A/S, is a Danish privately-held marine equipment retailer founded in its current form when Martin Rasmussen acquired the business in December 2008. The company operates from Rungsted Havn in North Zealand and is a member of the Nautisk Udstyr purchasing and marketing cooperative, which collectively runs 8 physical stores across Denmark and gives ShipShape national retail coverage alongside its own e-commerce site at shipshape.dk. Its core go-to-market is a direct-to-consumer omnichannel model combining online storefront, click'n'collect, and harbor-based retail, targeting recreational and professional sailors, active boaters, water sports enthusiasts, and professional maritime users in Denmark plus Greenland and the Faroe Islands.

The product and service portfolio is organized around two retail pillars — marine electronics (Garmin and Raymarine chartplotters, sonar, autopilots, radar, VHF/AIS, and NMEA 2000 networking, with ShipShape positioned as North Zealand's largest Garmin Marine dealer and a Garmin Marine Pro Shop) and technical sailing apparel and safety equipment (Musto, Helly Hansen, Baltic, Dubarry, Pelle P, Zhik, Sail Racing). Beyond retail, ShipShape operates a service business that is unusually capital-intensive for a specialty retailer: crane and travelift services with up to 25-ton capacity lifting over 1,000 boats per year (claimed to be the Øresund coast's largest travelift), winter storage, total annual service packages, rigging through partner riggers, and a dedicated boat brokerage (shipshapebaade.dk) for new and used domestic and international transactions. The company also runs speedboat certification and seamanship courses in partnership with Watergames.

Monetization is multi-stream: product sales across electronics, apparel, safety gear, and water sports accessories; hardware sales via boat brokerage with direct cash purchases of used boats; and professional services priced per lift, per square meter for winter storage, or via fixed annual service packages. Pricing is in Danish Kroner, with free shipping over DKK 1,500, a DKK 49 fallback shipping fee, price matching against Danish competitors with a CVR, and a 100-day return policy. The business is privately held by the founding owner with no disclosed institutional investors, funding rounds, or M&A activity, and operates as part of the broader Nautisk Udstyr cooperative rather than as a standalone corporate platform.

Name

ShipShape

Legal name

New ShipShape A/S

Website

https://shipshape.dk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

ShipShape is a Danish marine equipment retailer operating one of 8 Nautisk Udstyr cooperative stores from Rungsted Harbor, selling Garmin marine electronics and technical sailing apparel alongside crane, storage, rigging, and boat brokerage services for recreational and professional sailors across Denmark, Greenland, and the Faroe Islands.

Ownership category

akta.pro rank

Product category

Marine Equipment Retail

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG)

Keywords

• Marine equipment retail
• Sailing apparel
• Marine electronics
• Boat lifting services
• Water sports gear

Headquarters

HQ city

Rungsted

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sales of boat equipment, sailing clothing, safety gear, marine electronics, and water sports accessories through both e-commerce and physical stores.
2. Boat Sales: Sales of new and used boats through shipshapebaade.dk. They also purchase boats directly for cash.
3. Boat Services: Crane services for boat lifting (over 1,000 boats per year), winter storage, total service packages, rigging services, and speedboat certification courses in partnership with Watergames.
4. Crane and Lift Services: Professional crane lifting services with pricing based on boat weight. Travelift services from under 3 ton up to 25 ton, winter storage, and related services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ShipShape is a Danish marine equipment retailer that sells boat equipment, sailing apparel, marine electronics (Garmin, Raymarine), and water sports gear through e-commerce (shipshape.dk) and 8 physical retail stores across Denmark. The company also offers boat-related services including crane lifting (up to 25 tons), winter storage, rigging, annual total service packages, and speedboat certification courses, as well as new and used boat sales.

Product overview

ShipShape is a Danish marine equipment retailer operating as part of the Nautisk Udstyr purchasing and marketing collective with 8 stores nationwide. The company offers a comprehensive portfolio of boat equipment and sailing gear organized around two core pillars: marine electronics (Garmin, Raymarine) and sailing apparel (Baltic, Helly Hansen, Musto, Dubarry, Pelle P, Zhik, Sail Racing). The product portfolio includes safety equipment (life jackets, rescue vests), technical sailing clothing (jackets, trousers, suits), footwear, and water sports gear. Beyond retail, ShipShape provides boat services including crane operations with lift capacity up to 25 tons, winter storage, total maintenance packages, rigging services, and speedboat certification courses through partner Watergames. The company also facilitates boat sales for both domestic and international markets.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 15,000+ satisfied customers
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Nautisk UdstyrcoreChannel Partner/ Reseller/ Distributor
• WatergamesminorStrategic or Co-development Partner
• René Villefranche (Sejl og Rigkonsulent)minorImplementation/ SI/ Consulting Partner
• Yacht Management / Stig NielsenminorImplementation/ SI/ Consulting Partner
• Stotz Rigger Service / Thomas StotzminorImplementation/ SI/ Consulting Partner
• GarmincoreChannel Partner/ Reseller/ Distributor

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Defender Marine: Long-established U.S. marine retailer specializing in marine electronics, safety equipment, and sailing hardware, with deep domain expertise. Comparable to ShipShape's Garmin Marine Pro Shop-style specialization and focus on technical sailing customers.
• Compass24: Pan-European online marine retailer carrying sailing apparel, electronics, and boat accessories from premium brands like Musto, Helly Hansen, and Garmin. Comparable to ShipShape in product breadth and customer target of active recreational sailors.
• SVB (Spezialversand für Yachtzubehör): Germany's largest online specialist retailer for sailing and yacht equipment, offering marine electronics, sailing apparel, deck hardware, and safety gear across Europe. Directly comparable to ShipShape as a multi-brand marine retail specialist serving active sailors.

Broad incumbents

• West Marine: The largest U.S. marine retailer with hundreds of stores and a full omnichannel platform selling marine electronics, apparel, safety gear, and boat parts. Comparable to ShipShape in category mix but operates at much greater scale and geographic breadth.

Regional players

• Akershus Marina (representative Nordic marine service operator): Nordic marina and boat service operator offering crane/lift services, winter storage, and chandlery retail — a regional analog to ShipShape's Rungsted Havn facility combining travelift, storage, and retail under one roof.
• Nautic-Sport: French marine retailer offering sailing apparel, electronics, and boat accessories through both physical stores and e-commerce. Comparable to ShipShape as a regional multi-brand marine retailer targeting active sailors.
• Boote Pfaff: German marine retailer combining physical stores with a strong service offering (crane, winter storage, rigging) similar to ShipShape's Total Service model. Comparable as a service-led, multi-channel marine retailer serving active boaters in a national market.
• Friedrich Kiel (water sports and sailing retailer): Independent German sailing and water sports retailer with both physical store and e-commerce presence. Comparable to ShipShape as a family-operated, multi-brand marine retailer focused on sailing apparel and equipment.

Emerging players

• Yachting Store: European online retailer focused on sailing hardware, electronics, and accessories. Comparable to ShipShape's e-commerce-driven product mix, though without the physical store and service infrastructure.
• MarineParts.eu: Online specialist retailer for marine electronics, navigation equipment, and boat parts in Europe. Comparable to ShipShape's electronics-focused product category and Garmin dealer positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/shipshape.dk
• LinkedInlinkedin.com/company/new-shipshape

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 ShipShape