Dalema

What Dalema does

Dalema AS is a privately held Norwegian trading and distribution group headquartered in Sandnes, Norway, founded in 1990 by owner and CEO Dag Leo Vestre Martinsen. The group encompasses approximately 55 companies operating across Scandinavia (Norway, Sweden, Denmark) with sourcing offices in China, India, Vietnam, and Malaysia operated through subsidiary Opal East Trading Co. Dalema conducts import, merchandise trade (B2B and B2C), industry, and real estate activities, supplying Scandinavian retailers and operating its own retail chains.

The business is organized into ten verticals: Home & Garden (Martinsen, Mr. Plant, Lauvring, Lene Bjerre, Consilimo, Serviteur, GUS Design), Sports and Leisure (Ultimate Nordic, Ultimate Nordic Bikes, Brusletto, Orack, GetVital Sports), Yarn and Knitwear (House of Yarn with Dale Garn, Du store Alpakka, Gjestal), Jewelry/Bijouterie (A&C Oslo), Retail (Kremmerhuset with ~65 stores, Feel, Embla Bunader), Food Products (Amundsen Trading), International Trade (Opal), and Real Estate (nine business parks plus four office buildings totaling 200,000 m²). The group also holds a 33.1% stake in Homeco (3.6 bn NOK turnover). Dalema employs 620 people in the parent group and 1,900 at Homeco, importing 2,000 containers annually.

Revenue is generated through a combination of B2B merchandise trade with retailers, B2C sales through owned retail chains and e-commerce platforms, rental income from business parks and office buildings, and equity income from minority holdings. Customers are mid-market Scandinavian retailers and end consumers across home, garden, sports, jewelry, food, and lifestyle categories. The group has grown predominantly through acquisitions — including Wenaas Nordic (2017), I.C. Lauvring (2019), Serviteur (2019), A&C Oslo (2019), Amundsen Trading (2019), Brusletto (2019), GUS Design (2020), GetVital Sports (2020), Unikia bankruptcy estate (2020), Kremmerhuset (2021), and Lene Bjerre Design (2022) — with no external venture or private equity funding disclosed.

Name

Dalema

Legal name

Dalema AS

Website

https://dalema.no

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Dalema AS is a privately held Norwegian trading and distribution group operating ~55 companies across Scandinavia with sourcing in Asia, supplying retailers and consumers in home, garden, sports, jewelry, yarn, food, and retail verticals, supported by 200,000 m² of warehouse and office space.

Ownership category

akta.pro rank

Headquarters

HQ city

Sandnes

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Import and Trading: Core trading activities including import and merchandise trade serving both B2B and B2C markets across Scandinavia.
2. Real Estate Operations: Business parks and office buildings generating rental income from warehouse, office and retail spaces.
3. Retail Operations: B2C sales through owned retail chains including Kremmerhuset (~65 stores), Feel, and other retail concepts.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Dalema Group conducts trading activities within import, merchandise trade (B2B and B2C), industry and real estate, operating as a holding group of approximately 55 companies. It imports and distributes consumer goods across categories including home and garden, sports and leisure, packaging, artificial plants, yarn and knitwear, jewelry, and food products to retailers across Scandinavia, while running its own retail chains and operating strategically located business parks.

Product overview

Dalema Group operates as a diversified trading company conducting import, merchandise trade (B2B and B2C), industry and real estate activities across Scandinavia. The company functions as a holding group with 55 subsidiary and investee companies organized into multiple business areas: Home & Garden (Martinsen, Mr. Plant, Lauvring, Lene Bjerre, Consilimo with brands like Edelweiss, Serviteur, GUS Design), Sports and Leisure (Ultimate Nordic, Ultimate Nordic Bikes, Brusletto, Tempo Trading with acquired brands including Orack, GetVital Sports, Sportdoc/Sportquip/Sportbase), Yarn and knitwear (House of Yarn with Dale Garn, Du store Alpakka, Gjestal, Spinneriet Outlet), Jewelry/Bijouterie (Arts & Crafts/A&C Oslo), Retail (Feel, Kremmerhuset, Embla Bunader), Food products (Amundsen Trading), International trade (Opal Trading), and Real estate (9 business parks including Bryne, Øra, Åndalsnes, Øst I/II, Gjestal, Vildbjerg, Tidaholm; and 4 office buildings). The portfolio also includes a 33.3% stake in Homeco (kitchen/table/home goods with Kitch'n, Tilbords, Cervera, Home Brands, Magnor Glassverk). The group has a large distribution network with 200,000 m² warehouse/office space and imports 2,000 containers annually.

Differentiator

Problem solved

Functional benefit

Brands

• Ultimate Nordic: Leading distributor in Sport/Outdoor, Professional/Industry and Profile in Scandinavia.
• Martinsen
• Mr. Plant
• Consilimo
• Lauvring
• Lene Bjerre
• Feel
• Kremmerhuset
• Embla
• A&C Oslo
• House of Yarn
• Dale Garn
• Du store Alpakka
• Gjestal
• Serviteur
• GUS Design
• Edelweiss
• Brusletto
• Amundsen Trading
• Homeco

Products and services

• Kremmerhuset retail concept Norwegian B2C retail chain of approximately 65 stores and accompanying e-commerce platform offering inspiration, gifts and interior products to Scandinavian consumers.
• Feel interior concept

Named customers3 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Opal East Trading Co., Ltd. (Opal)coreStrategic or Co-development PartnerOpal is a subsidiary of Dalema Group with purchasing offices in four producing countries: China, India, Vietnam and Malaysia. All companies with planned production in these markets must use Opal as a partner for better control over price, quality, production flow and social/environmental risks. Opal conducts audits and supports suppliers.
• AdvokatOnlineminorOthersPartner for processing anonymous concerns through Dalema's notification channel (Whistle). Ensures employees and stakeholders can report issues anonymously.
• amfori BSCIminorOthersThird-party audit organization used for supplier audits as part of Dalema's due diligence and risk assessment process.
• SEDEXminorOthersThird-party audit organization used for supplier audits as part of Dalema's supply chain responsibility framework.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kid ASA: Norwegian listed retailer specializing in home textiles, interior, and personal care products through physical and online stores; directly comparable to Dalema's Kremmerhuset and Feel retail concepts serving Scandinavian home interior demand.
• Clas Ohlson: Swedish-listed Nordic and UK retailer of home improvement, hardware, garden, and leisure products; directly comparable to Dalema's consolidated multi-category home/garden/sports/leisure product offering to Scandinavian consumers.
• Fiskars Group: Finnish listed design and consumer goods company owning brands in home, garden and outdoor categories (Fiskars, Iittala, Arabia, Gerber); directly comparable to Dalema's Home & Garden, Sports & Leisure and interior brand subsidiaries such as Lene Bjerre and Brusletto.
• XXL ASA: Norwegian-listed Nordic sports and outdoor retailer; directly comparable to Dalema's Ultimate Nordic sports and leisure distribution business, particularly as XXL serves as a downstream retail channel for many of Dalema's distributed sporting goods brands.
• Homeco: Norwegian trading group developing, manufacturing and selling kitchen, table and home goods (Kitch'n, Tilbords, Cervera, Magnor Glassverk); Dalema holds 33.1% of Homeco, making it the closest operational and structural comparable within the Nordic consumer goods trading space.

Emerging players

• Iittala (Fiskars brand): Finnish heritage design brand for glassware, tableware, and home interiors within Fiskars Group; operates in the same Nordic premium home and interior category as Dalema's Lene Bjerre, Consilimo (Edelweiss), and Mr. Plant subsidiaries.

Broad incumbents

• Husqvarna Group: Swedish-listed global manufacturer of outdoor power products, chainsaws, and garden equipment; comparable to Dalema's Home & Garden and Sports & Leisure distribution categories, particularly Ultimate Nordic and Lene Bjerre's outdoor/forest offerings.
• Orkla ASA: Large Norwegian listed conglomerate operating branded consumer goods businesses across food, home care, hygiene, and specialty ingredients; comparable to Dalema as a diversified Nordic consumer-goods holding group with multiple operating subsidiaries and a long acquisition track record.

Regional players

• Royal Copenhagen: Danish heritage luxury brand for porcelain, home interiors and tableware; operates in the same Danish/Nordic home goods consumer market as Dalema's Lene Bjerre, Consilimo, and Kremmerhuset subsidiaries with adjacent premium interior positioning.
• Georg Jensen: Danish luxury design and jewelry brand for home objects, silverware and fashion jewelry; directly comparable to Dalema's A&C Oslo jewelry subsidiary and Lene Bjerre/Mr. Plant interior offerings in the premium Scandinavian design segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dalema-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries31 records

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 Dalema