Cubus
- Company typePrivate
- Founded1981
- HeadquartersSandvika, Norway
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cubus does
Cubus is a Norwegian fashion retailer operating as a brand within the Varner AS group, headquartered at Nesøyveien 4, Billingstad, Norway. Founded in 1981, the company sells clothing and accessories for the entire family — women, men, children (ages 2–8), youth (ages 9–14), and babies (0–2) — through an omnichannel model that combines a Norwegian physical store chain with the owned e-commerce storefront cubus.com. The product range spans everyday basics, seasonal fashion, activewear (the Soft Active line), and branded underwear (Sloggi, Triumph), priced at accessible mass-market points (T-shirts NOK 149–249, jeans NOK 299–699). The technology stack is a standard retail e-commerce platform with cookie-based tracking, personalization via customer segmentation, and integrations to Google Analytics, New Relic, Voyado (marketing automation), Zendesk (customer service), Klarna (payments), and nShift/PostNord (logistics and returns). Distribution within Norway is supported by home delivery, store pickup, and Click & Collect with a stated 30-minute ready window.
Cubus generates revenue predominantly through one-time retail merchandise sales, supplemented by a thin recurring layer through the Cubus Friends loyalty program, which offers free shipping on orders over NOK 499, 5% purchase bonus, and exclusive member deals. The go-to-market motion is direct-to-consumer, combining in-store experience with digital marketing across email, paid social (Facebook, TikTok), SEO, content marketing via Cubus Magasin, and affiliate referrals through Tapfiliate. Geographic scope is limited to Norway; the company does not ship to Svalbard or Jan Mayen. Customer data is processed centrally by Varner AS as data controller under a unified VarnerID login spanning group brands, supporting cross-brand recognition but keeping Cubus's data asset confined to its own Norwegian transactional footprint.
The company employs 10,000+ staff across the Varner AS group and operates without disclosed external investors, public listing, or recent M&A activity. Cubus is privately held and structurally embedded in the Varner corporate group, which provides shared platform infrastructure (VarnerID, group-level logistics, marketing automation) that reduces per-brand operating cost relative to standalone Norwegian fashion competitors.
Cubus firmographics
Firmographics- Name
- Cubus
- Legal name
- Varner AS
- Website
- https://cubus.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Cubus industry classification
Industry- Product category
- Family Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)
- akta.pro secondary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
Keywords
Where Cubus is headquartered
LocationHeadquarters
- HQ city
- Sandvika
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Cubus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail merchandise sales: One-time retail sales of clothing and accessories through e-commerce and physical stores to consumers. Revenue generated from product sales at various price points with promotional discounting.
- Cubus Friends loyalty program: Membership program offering free shipping, bonus points (5% cashback), and exclusive member deals to drive customer retention and lifetime value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for clothing and accessories |
| Subscription | Monthly | Cubus Friends membership with free shipping benefit |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Cubus product offering
Product offeringCore offering
Cubus designs, sources, and sells affordable everyday fashion and accessories for women, men, children, and babies through an integrated omnichannel network of physical stores and an e-commerce site across Norway. Its assortment spans basics, seasonal collections, activewear, underwear, and a clearance offering, complemented by the Cubus Friends free loyalty program providing free shipping and 5% member bonuses.
Product overview
Cubus is a Norwegian fashion retailer and part of the Varner Group, offering a comprehensive clothing and accessories portfolio for the entire family. The product lineup centers on women's, men's, and children's clothing (baby through youth), with specialized collections including the Soft Active workout wear line and branded underwear from Sloggi and Triumph. The company operates as a unified omnichannel retailer combining physical stores with online e-commerce, supported by the Cubus Friends loyalty program. The offering includes basics, seasonal collections, and sale items through both direct retail channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Active Workout and yoga wear collection for women featuring soft, comfortable training clothes including tights, tops, and jackets made from quick-dry, breathable materials.
- Sloggi Underwear Underwear brand carried at Cubus offering comfortable everyday underwear for women.
- Triumph Underwear Premium underwear brand carried at Cubus featuring quality lingerie and underwear for women.
- Cubus Friends Loyalty Program Free loyalty membership program offering free shipping on orders over 499 NOK, 5% cashback bonus on purchases, and exclusive member benefits to drive retention.
Companies that use Cubus
Customer profileSegments5 records
Ideal customer profiles3 records
Cubus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
Cubus partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Varner ASparent companyVarner AS is the parent company and data controller for Cubus. All personal data processing is handled by Varner AS located at Nesøyveien 4, 1376 Billingstad, Norway.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Cubus competitors and assessment
Company assessmentBroad incumbents
- Uniqlo: Global apparel incumbent operating in Norway with comparable basics-and-family positioning — a broader incumbent benchmark for supply chain efficiency and category expansion capability.
- Dressmann: Sibling brand under Varner AS focusing on men's and family formal/casual apparel — directly comparable assortment and shared group infrastructure, making it the closest in-portfolio comparable.
- Carlings: Varner group youth/young-adult fashion brand sharing infrastructure with Cubus — comparable target demo (older end of Cubus's youth range) and group-level GTM operations.
Direct peers
- Lindex: Nordic family apparel retailer with women's, kids', and lingerie categories — a regional direct peer with comparable target customer, price point, and omnichannel strategy in overlapping Nordic geographies.
- H&M: Global fast-fashion retailer with deep Norwegian store and e-commerce presence serving men, women, and children — directly comparable to Cubus across assortment breadth, price tier, and omnichannel GTM.
- KappAhl: Swedish family fashion retailer with stores across the Nordics — comparable mid-market positioning, family-segment focus, and physical/digital distribution mix.
- Zara (Inditex): Vertically integrated fast-fashion leader operating in Norway with comparable women's, men's, and kids' categories and similar pricing — the most direct international comparable for Cubus's family fashion model.
Regional players
- Kid ASA: Norwegian home and interior retailer that has expanded into adjacent categories including apparel — a domestic Norwegian incumbent competing for share of Norwegian household spend though not a pure apparel peer.
Emerging players
- Name It: Children's fashion retailer with strong Nordic presence — comparable to Cubus's kids and youth segments, with overlapping price tier and omnichannel presence.
- Polarn O. Pyret: Nordic children's apparel specialist with strong sustainability positioning — directly comparable to Cubus's kids/baby assortment and overlapping family value proposition, though narrower category focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Cubus social profiles
Digital presenceCubus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cubus leadership team
Management profileNumber of profiles
Cubus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cubus 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 Cubus
What does Cubus do?
Cubus designs, sources, and sells affordable everyday fashion and accessories for women, men, children, and babies through an integrated omnichannel network of physical stores and an e-commerce site across Norway. Its assortment spans basics, seasonal collections, activewear, underwear, and a clearance offering, complemented by the Cubus Friends free loyalty program providing free shipping and 5% member bonuses.
Is Cubus a public or private company?
Cubus is a private company. It is classified as corporate owned and is currently operating.
When was Cubus founded?
Cubus was founded in 1981. It employs 5,001 to 10,000 people.
Where is Cubus based?
Cubus is headquartered in Sandvika, Norway, in the Europe region.
How does Cubus make money?
Two revenue lines are on record. Retail merchandise sales are the primary driver. The others are cubus Friends loyalty program.
Who are Cubus's main competitors?
Broad incumbents on record are Uniqlo, Dressmann and Carlings. Direct peers are Lindex, H&M, KappAhl and Zara (Inditex). Kid ASA is listed as a regional player. Emerging players are Name It and Polarn O. Pyret.
Does Cubus have an API?
No public API is recorded for Cubus.
What industry is Cubus in?
Cubus's product category is Family Apparel Retail. Its primary akta.pro industry code is CRAEAGAA, Traditional Variety Stores (General Variety & Five-and-Dime), with a secondary code of CRAAABAD, Kids’ & Baby Apparel Retail. Its NAICS code is 458110 and its SIC code is 5651.