Active Brands AS
- Company typePrivate
- Founded2009
- HeadquartersOslo, Norway
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Active Brands AS firmographics
Firmographics- Name
- Active Brands AS
- Legal name
- Active Brands AS
- Website
- https://activebrands.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Active Brands AS industry classification
Industry- Product category
- Outdoor Sports Apparel & Equipment
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ), Trekking, Hiking Poles & Trail Accessories Retail (CRAMAMAJ)
Keywords
Where Active Brands AS is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices9 records
Markets served
Active Brands AS business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Branded Apparel and Equipment Sales: Active Brands generates revenue through the sale of its portfolio of premium outdoor sports brands including Kari Traa, Dæhlie, Sweet Protection, Johaug, Bula, Åsnes, Vossatassar, and Pilago. Revenue is derived from wholesale distribution to retailers and direct-to-consumer sales through brand e-commerce platforms.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Active Brands AS product offering
Product offeringCore offering
Active Brands AS is a house of premium outdoor sports apparel and equipment brands that designs, develops and produces products through nine sub-brands including Kari Traa, Sweet Protection, Dæhlie, Johaug, Bula, Åsnes, Vossatassar, Pilago and Bounce. The company distributes these branded products globally through wholesale partnerships with sports retailers and direct-to-consumer e-commerce on each brand's own website.
Product overview
Active Brands AS is a house of premium Sports Apparel and Equipment Brands organized as a portfolio of nine distinct sub-brands. The company operates as a brand accelerator for outdoor sports brands, unifying Kari Traa (women's athletic apparel), Sweet Protection (protection equipment), Dæhlie (cross-country skiing apparel), Johaug (outdoor sports apparel), Bula (gloves and accessories), Åsnes (backcountry skiing equipment), Vossatassar (Norwegian outdoor apparel), Pilago (outdoor sports), and Bounce (athletic apparel). Each brand maintains its own identity and product focus while benefiting from shared distribution, sustainability programs, and corporate infrastructure under the Active Brands umbrella.
Differentiator
Problem solved
Functional benefit
Brands
- Kari Traa: Premium outdoor sports brand featuring women's athletic wear and sports apparel.
- Sweet Protection
- Dæhlie
- Johaug
- Bula
- Åsnes
- Vossatassar
- Pilago
Products and services
- Kari Traa Premium women's sports apparel brand offering athletic wear designed for active lifestyles in outdoor sports.
- Sweet Protection Premium sports protection equipment and apparel brand specializing in helmets and protective gear for outdoor sports.
- Dæhlie Premium cross-country skiing apparel brand offering performance wear designed for professional and everyday athletes.
- Johaug Premium outdoor sports apparel brand offering athletic wear for cross-country skiing and other outdoor activities.
- Bula Premium sports apparel brand offering gloves, accessories, and performance wear for outdoor activities.
- Åsnes Premium backcountry skiing equipment brand specializing in touring skis and backcountry gear.
- Vossatassar Premium Norwegian outdoor apparel brand offering functional clothing for outdoor and everyday activities.
- Pilago Premium outdoor sports brand offering apparel and gear designed for active outdoor lifestyles.
- Bounce Premium sports apparel brand offering athletic wear and accessories for active lifestyles.
Companies that use Active Brands AS
Customer profileSegments2 records
Ideal customer profiles2 records
Active Brands AS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Active Brands AS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Open Supply HubcoreActive Brands shares facility locations of all key Tier 1 and 2 suppliers via Open Supply Hub for supply chain transparency and accountability.
- Ethical Trading Initiative Norway (IEH)coreActive Brands AS is a member of the Ethical Trading Initiative Norway (IEH), a membership organization for enterprises and organizations advocating for ethical trade practices. Active Brands reports annually to IEH.
- UN Global CompactcoreActive Brands adheres to principles set out in the UN Global Compact, which includes commitments to human rights, labour rights, environmental protection, and anti-corruption.
- OECD Guidelines for Multinational EnterprisesminorActive Brands aligns with OECD guidelines for responsible business conduct in their supply chain operations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Active Brands AS competitors and assessment
Company assessmentDirect peers
- Norrøna: Norwegian premium outdoor brand specializing in ski, mountaineering, and active apparel — a like-for-like peer with comparable heritage, premium pricing, and selective global wholesale footprint.
- Helly Hansen: Norwegian-founded premium outdoor and sailing apparel/equipment brand with overlapping wholesale and DTC distribution. Closely comparable as a Nordic-rooted premium sports brand operating across apparel, protection, and outerwear categories.
- Peak Performance: Swedish premium outdoor sportswear brand with multi-channel DTC and wholesale distribution across Europe. Comparable positioning, target customer (active outdoor consumer), and Scandinavian design heritage.
- Houdini Sportswear: Swedish outdoor apparel brand with an explicit sustainability and circular-design focus. Closely comparable to Active Brands on premium Nordic outdoor positioning and ESG-led brand narrative.
- Fjällräven: Swedish outdoor heritage brand owned by Fenix Outdoor, covering apparel, backpacks, and outdoor equipment. Comparable Nordic heritage, premium DTC+wholesale model, and similar target consumer.
Broad incumbents
- Patagonia: Global premium outdoor brand and sustainability benchmark. Comparable on premium outdoor positioning, ESG leadership, and DTC/wholesale omni-channel distribution; significantly larger scale.
- Amer Sports: Global multi-brand owner of Arc'teryx, Salomon, Wilson, and Atomic. Comparable as a portfolio model housing premium outdoor and sports brands under one corporate umbrella, though at substantially larger scale.
- Rossignol Group: French owner of Rossignol, Dynastar, and Lange ski brands plus apparel. Comparable in cross-country and alpine ski equipment/apparel overlap with Dæhlie, Åsnes, and Sweet Protection, though with broader winter-sports portfolio.
- Mammut Sports Group: Swiss premium outdoor brand covering apparel, hardware (climbing, skiing), and footwear. Comparable in premium outdoor positioning across apparel and equipment, with broader geographic distribution.
Emerging players
- Klättermusen: Swedish premium outdoor brand with sustainability-led positioning and selective global distribution. Comparable as a smaller Nordic premium peer with overlapping product categories and ESG focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Active Brands AS social profiles
Digital presenceActive Brands AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Brands AS leadership team
Management profileNumber of profiles
Profiles1 record
Active Brands AS funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Brands AS 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 Active Brands AS
What does Active Brands AS do?
Active Brands AS is a house of premium outdoor sports apparel and equipment brands that designs, develops and produces products through nine sub-brands including Kari Traa, Sweet Protection, Dæhlie, Johaug, Bula, Åsnes, Vossatassar, Pilago and Bounce. The company distributes these branded products globally through wholesale partnerships with sports retailers and direct-to-consumer e-commerce on each brand's own website.
Is Active Brands AS a public or private company?
Active Brands AS is a private company. It is classified as private equity controlled and is currently operating.
When was Active Brands AS founded?
Active Brands AS was founded in 2009. It employs 251 to 500 people.
Where is Active Brands AS based?
Active Brands AS is headquartered in Oslo, Norway, in the Europe region.
How does Active Brands AS make money?
One revenue line is on record: branded Apparel and Equipment Sales.
Who are Active Brands AS's main competitors?
Direct peers on record are Norrøna, Helly Hansen, Peak Performance, Houdini Sportswear and Fjällräven. Broad incumbents are Patagonia, Amer Sports, Rossignol Group and Mammut Sports Group. Klättermusen is listed as an emerging player.
Does Active Brands AS have an API?
No public API is recorded for Active Brands AS.
What industry is Active Brands AS in?
Active Brands AS's product category is Outdoor Sports Apparel & Equipment. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 42391 and its SIC code is 3949.