Self Storage Group ASA

What Self Storage Group ASA does

Self Storage Group ASA is a Norwegian publicly listed self-storage operator (OSE: SSG) headquartered in Oslo and operating through the Green Storage brand, which it adopted after rebranding from City Self-Storage. The company claims to operate the largest self-storage network in Norway, with physical facilities spread across all major population centers — Oslo, Kristiansand, Stavanger, Bergen, Trondheim, Tromsø, Bodø, Drammen, Fredrikstad, Moss, Ålesund, and many secondary cities — totaling hundreds of nationwide locations and densest in the capital region.

The platform provides self-storage units in nine size categories ranging from X-Small (0.5 m² at 79 kr/month) to King Size (31+ m² at 5,909 kr/month), plus drive-in storage containers (3.4-13.8 m² from 189 kr/month). Core technology consists of app-controlled digital locks, a "Mine Sider" self-serve customer portal, and a nationwide location-routing website. The product suite is split between Privatlager (private storage, moving storage, other personal use) and Bedriftslager (business storage, archive storage, seasonal storage). The company targets both private individuals and businesses, with individuals as the primary segment.

The business model is straightforward recurring subscription rental on a no-commitment, month-to-month basis — customers can cancel anytime. Go-to-market is direct-to-consumer with a digital-first booking and access flow supported by extensive local SEO via hundreds of branch-specific landing pages, blog content, and FAQ resources. Founded in 2013, the company employs 51-100 people and is incorporated in Norway under organization number 984801408.

Name

Self Storage Group ASA

Legal name

Green Storage AS

Website

https://selfstoragegroup.no

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Self Storage Group ASA is a Norwegian publicly listed self-storage operator running Green Storage, the country's largest self-storage network, serving private individuals and businesses with app-accessed monthly rentals across hundreds of nationwide locations.

Ownership category

akta.pro rank

Product category

Self-Storage Services

NAICS

Lessors of Miniwarehouses and Self-Storage Units (53113)

SIC

Public Warehousing & Storage (4220)

akta.pro industry

PRIMARYHSAKAGAB

Standard/Non-Climate Self-Storage

Home & Personal Services/Moving, Storage & Relocation Services/Short-Term & Long-Term Self-Storage Services

SECONDARYHSAKAGAD

Business & Commercial Self-Storage (Inventory/Records)

Home & Personal Services/Moving, Storage & Relocation Services/Short-Term & Long-Term Self-Storage Services

Keywords

• Self-storage services
• Storage unit rental
• Business storage
• Personal storage
• Storage containers

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices34 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Storage unit rental: Monthly rental of self-storage units to private individuals and businesses. Customers pay recurring monthly fees based on unit size. No long-term commitment required - customers can cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Self Storage Group ASA, operating under the brand Green Storage (formerly City Self-Storage), rents self-storage units and drive-in storage containers to private individuals and businesses across Norway. Units range from 0.5 m² to 31+ m², are accessed via app-controlled digital locks, and are managed through the "Mine Sider" customer portal with month-to-month, no-commitment rentals.

Product overview

Green Storage (formerly City Self-Storage) is a self-storage platform offering a unified suite of storage solutions across Norway. The core offering includes Privatlager for individual consumers and Bedriftslager for business customers, with specialized add-on modules including Flyttelager, Annen lagring, Arkivlager, and Sesonglagring. Storage is available in nine size categories (X-Small to King Size) plus Container options, all featuring digital locks via app, no binding periods, and customer portal access through Mine Sider. The company operates the largest network of storage locations across Norway with hundreds of facilities nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Privatlager (Private Storage)
• Bedriftslager (Business Storage)
• Lagercontainer (Drive-In Storage Containers)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CubeSmart: US self-storage REIT (NYSE: CUBE) with national footprint. Broad incumbent providing reference point for digital-first customer engagement strategy that Self Storage Group ASA has implemented at smaller Norwegian scale.
• Public Storage, Inc. Largest global self-storage REIT (NYSE: PSA) with thousands of facilities primarily in the US. Acts as broad incumbent benchmark for industry economics, unit economics, and digital customer experience trends that Self Storage Group ASA must compete against in terms of best-practice operations.
• Extra Space Storage Inc. Major US self-storage REIT (NYSE: EXR) with thousands of facilities. Broad incumbent benchmark — relevant for understanding scaled unit economics, technology investment, and pricing strategies that Self Storage Group ASA's Norwegian operations should emulate or differentiate from.

Direct peers

• Pluss Lager: Norwegian self-storage chain with multiple facilities. Domestic competitor comparable in unit size tiering and Norwegian consumer pricing; useful as a domestic share-of-market benchmark for Self Storage Group ASA.
• 24Storage: Swedish self-storage operator with Nordic footprint. Direct regional comparable to Self Storage Group ASA, both serving Scandinavian markets with similar self-storage offerings and digital booking flows.
• Shurgard Self Storage: European self-storage operator listed in Brussels with ~270 facilities across Western Europe. Comparable in self-storage focus, multi-country scale, and digital access emphasis; relevant competitive benchmark for Self Storage Group ASA's pan-Scandinavian ambitions.
• Safestore Holdings plc: UK-listed self-storage operator (also present in Paris). Closely comparable in business model — recurring rental revenue, similar unit tiering, and a focus on flexibility with no long-term commitment contracts.
• Big Yellow Group plc: UK-listed self-storage REIT operating ~110 facilities in the UK. Most directly comparable to Self Storage Group ASA in business model (self-storage network), public listing status, and recurring monthly rental revenue, though operating at materially larger scale in a larger market.
• Pelican Self Storage: UK-based self-storage operator with multiple sites serving both consumer and business segments. Comparable to Self Storage Group ASA in tiered unit offerings and segment diversification (private and business customers).
• Spaceworld Lager: Norwegian self-storage operator directly competing in the same Norwegian market. Most directly comparable competitor — same geography, same customer segments, and same regulatory environment as Self Storage Group ASA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Self Storage Group ASA