Skitt Fiske

What Skitt Fiske does

Skitt Fiske is a Norwegian specialist e-commerce retailer focused on fishing, hunting, and outdoor recreation equipment, operating as a commercial brand under Fjellsport AS (Organization No. 989 710 338), itself part of the Story House Egmont Group. The company serves Norwegian consumers across the country (including Svalbard, excluding Jan Mayen), targeting fishing enthusiasts across sea, freshwater, ice, and fly techniques; hunting enthusiasts; and broader outdoor and apparel shoppers across men, women, and children's segments. Its assortment spans fishing rods, reels, terminal tackle (lures, spinners, jigs, halibut jiggers), wading gear, fly-tying supplies, storage, tents, storm kitchens, backpacks, hunting equipment, and apparel, with stocked brands including Pure Fishing's portfolio (Abu Garcia, Berkley, Greys, Penn, Hardy), Shimano, Daiwa, Rapala, Garmin, Savage Gear, Fjällräven, Patagonia, and the Norwegian manufacturer Søvik.

The company's underlying platform is an e-commerce storefront (skittfiske.no) integrated with a fully automated warehouse at Klinestadmoen 1 in Sandefjord, supporting 1-3 hour pickup readiness and a logistics mix that combines Posten/Bring nationwide parcel, locker, and home delivery with Porterbuddy same-day delivery in major cities. Payment is processed through Avarda Checkout with Klarna also referenced; the company is GDPR and Norwegian Transparency Act (Åpenhetsloven) compliant. No public mobile app, API, or proprietary SDK exists. The business model is direct-to-consumer retail with one-time product sales across three channels (online storefront, Sandefjord pickup point, and a physical retail store on Pindsle), supplemented by 12-month digital gift cards and a free customer club (Kundeklubb) that drives retention through personalized marketing, guides, and promotions. Acquisition is content-led via the Fiskeskolen fishing guide library plus paid and organic activity on Instagram, YouTube, Facebook, and TikTok. The most notable non-commercial initiative is the multi-year Operasjon Goksjø lake-restoration project, funded in part by SpareBank 1, Thorbjørn Hansens Stiftelse, and Miljødirektoratet.

Name

Skitt Fiske

Legal name

Fjellsport AS

Website

https://skittfiske.no

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Skitt Fiske is a Norwegian e-commerce retailer under Fjellsport AS (Story House Egmont Group) selling fishing, hunting, and outdoor equipment and apparel to Norwegian consumers nationwide through skittfiske.no, an automated Sandefjord warehouse, and a physical pickup point.

Ownership category

akta.pro rank

Headquarters

HQ city

Sandefjord

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - E-commerce: Direct online sales of fishing, hunting, and outdoor equipment through skittfiske.no. Orders are shipped from the automated warehouse in Sandefjord with various delivery options including home delivery, parcel lockers, and pickup points.
2. Gift Cards: Digital gift cards sold online that can be used for purchases both in the online store and physical store on Pindsle. Valid for 12 months from purchase date.
3. Physical Store Sales: Sales through the physical retail location on Pindsle in Sandefjord where customers can also pick up online orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Skitt Fiske operates a Norwegian online retail store (skittfiske.no) selling fishing, hunting, and outdoor recreation equipment and apparel from hundreds of third-party brands, with an automated warehouse and a physical pickup/retail location in Sandefjord. The company complements product sales with digital gift cards, a free customer loyalty club, expert-authored fishing guides, and a price comparison tool, and supports the Operasjon Goksjø environmental restoration project.

Product overview

Skitt Fiske is a Norwegian e-commerce retailer specializing in fishing, hunting, and outdoor recreation equipment and apparel. The company operates exclusively online as a division of Fjellsport AS, offering a comprehensive product portfolio organized into four main categories: Fiske (fishing equipment), Jakt (hunting gear), Friluftsliv (outdoor activities including camping and hiking), and apparel for men, women, and children. The fishing division is the primary focus, featuring extensive sub-categories including fishing rod and reel sets (Fiskesett), fishing rods (Fiskestenger), fishing reels (Fiskesneller), terminal tackle (I enden av snøret) with lures, jigs, pilkers, and halibut jiggers (Kveitejigger), wading gear (Vading), fly tying supplies (Fluebinding), and fishing accessories such as tackle boxes and fishing bags (Oppbevaring). The outdoor category includes camp kitchens (Turkjøkken), tents and groundsheets (Telt og duker), and backpacks (Ryggsekker). The company operates a customer loyalty program (Kundeklubb) and offers digital gift cards (Gavekort) valid for 12 months. Educational content is provided through expert guides (Guider), including the Fiskeskolen video series. Skitt Fiske also supports environmental conservation through its Operasjon Goksjø initiative.

Differentiator

Problem solved

Functional benefit

Products and services

• Gavekort (Gift Cards) Digital gift cards valid for 12 months, redeemable for fishing, hunting, and outdoor products both online at skittfiske.no and in the physical store on Pindsle in Sandefjord.
• Kundeklubb (Customer Club) Free customer loyalty program offering exclusive deals, early access to promotions, personalized product recommendations, order history tracking, and wishlists for registered members.
• Fiske (Fishing) product range Primary product category offering fishing equipment including rods, reels, bait, lures, fishing sets, terminal tackle, wading gear, fly tying materials, and fishing accessories for sea, freshwater, ice, and fly fishing, available to consumers across Norway via the skittfiske.no storefront.
• Jakt (Hunting) product range Hunting equipment and gear category covering hunting apparel, accessories, and specialized equipment for Norwegian hunting enthusiasts.
• Friluftsliv (Outdoor Activities) product range Outdoor recreation category featuring camping equipment, backpacks, tents, ground sheets, sleeping bags, outdoor cooking gear, and outdoor apparel for hiking, camping, and general outdoor use.
• Herre/Dame/Barn (Men's/Women's/Children's) outdoor apparel and footwear Apparel and footwear category for outdoor and sporting clothing across men's, women's, and children's segments, including brands such as Patagonia and Fjällräven.

Quantifiable outcome

• 100-day open purchase policy exceeds legal requirement of 14 days
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Goksjø GrunneierlagminorStrategic or Co-development Partner · 4 October 2022Collaboration on Operasjon Goksjø environmental project to restore the ecological balance of Lake Goksjø in Sandefjord. Goksjø Grunneierlag (lake owner association) partnered with Skitt Fiske to initiate the restoration project.
• Sandefjord KommuneminorStrategic or Co-development Partner · 4 October 2022Municipal partnership in Operasjon Goksjø environmental restoration project. The municipality collaborated on the initiative to restore Lake Goksjø's ecological balance.
• Klara VattenminorStrategic or Co-development Partner · 4 October 2022Swedish water restoration company specializing in reduction fishing and lake restoration. Conducted trial fishing in October 2022 and developed recommendations for the Goksjø restoration project. Provided expertise for the ecological balance restoration.
• Den Magiske FabrikkenminorStrategic or Co-development Partner · 4 October 2022Biogas facility that processes fish removed from Lake Goksjø during the reduction fishing operations. The facility converts organic waste and fish into biogas, biofertilizer, and green CO2, contributing to circular economy solutions for the environmental project.
• Posten/BringcoreChannel Partner/ Reseller/ DistributorLogistics partnership with Posten/Bring for order fulfillment throughout Norway. Provides multiple delivery options including mailbox delivery, parcel lockers, service points, and home delivery. Core operational partnership essential for e-commerce operations.
• PorterbuddycoreChannel Partner/ Reseller/ DistributorSame-day and next-day delivery partnership covering major Norwegian cities including Oslo, Drammen, Jessheim, Ås, Drøbak, Holmestrand, Horten, Tønsberg, Sandefjord, Larvik, Bergen, Stavanger, and Trondheim. Critical for competitive delivery proposition.
• AvardacoreTechnology or IntegrationPayment solutions provider enabling multiple payment methods including card payment (Visa/Mastercard), invoice, and installment plans. Avarda Checkout provides identity verification and various payment options for customers.
• Pure FishingcoreChannel Partner/ Reseller/ DistributorMajor fishing equipment brand group including Abu Garcia, Berkley, Greys, Penn, and Hardy. Featured brand with promotional campaigns including 3-for-2 deals on lures and spinners. Core brand partnership for fishing product category.
• SøvikcoreChannel Partner/ Reseller/ DistributorNorwegian fishing equipment manufacturer since 1934, producing high-quality lures, fishing gear, and artificial bait. Featured brand offering products like the Søvik Røst, Søvik Predator, and Søvik Lodda. Established Norwegian brand with products adapted to Norwegian conditions.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Naturkompaniet: Swedish outdoor retailer (part of Fenix Outdoor) with strong e-commerce presence and curated assortment of premium outdoor and apparel brands. Comparable as a Nordic outdoor-focused specialist retailer with similar brand portfolio and content-led marketing approach.
• XXL ASA: Major Nordic sporting goods retailer with extensive Norwegian physical and online footprint. Competes directly across fishing, hunting, outdoor, and apparel categories, but at much larger scale and with a multi-category mass-market model rather than Skitt Fiske's fishing-specialist positioning.
• Outnorth: Swedish outdoor e-commerce retailer (formerly Addnature) selling multi-brand outdoor, skiing, and hiking equipment. Highly comparable as a Nordic e-commerce-first outdoor specialist serving an adjacent geography.
• Sport24: Danish sporting goods chain operating stores and online across outdoor, fitness, team sports, and apparel. Comparable Nordic regional sporting goods retailer with similar breadth across Skitt Fiske's adjacent categories.
• Eventyrsport: Danish outdoor and adventure retailer with both physical stores and online sales covering camping, hiking, fishing, and apparel. Comparable Nordic regional player with overlapping product mix and outdoor-specialist positioning.
• Sport1 Norge: Norwegian sporting goods chain with both physical stores and online sales covering outdoor, fitness, and apparel categories. Comparable retail format and target customer base within the Norwegian market.
• Intersport Norge: Norwegian arm of the global Intersport chain, operating stores and e-commerce across sporting goods, outdoor, and apparel. Directly comparable as a multi-category sporting goods retailer serving the same Norwegian consumer base.
• Sportland: Baltic sporting goods retailer with stores across Estonia, Latvia, and Lithuania plus e-commerce covering outdoor, fishing, hunting, and apparel. Comparable Nordic-adjacent regional sporting goods chain with similar multi-category outdoor focus.

Broad incumbents

• Bass Pro Shops: North American specialty hunting, fishing, and outdoor mega-retailer (including Cabela's). Comparable as a vertically specialized fishing/hunting retailer with strong content and community focus, but operates in a different geography at much larger scale.
• Decathlon: Global sporting goods giant with Norwegian operations, offering owned-brand and third-party gear across fishing, hunting, outdoor, camping, and apparel. Overlaps in category breadth but competes as a broad incumbent rather than a Norway-focused specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@skittfiske
• Facebookfacebook.com/SkittFiske
• Instagraminstagram.com/skittfiskeno
• TikToktiktok.com/@skittfiske.no
• Xx.com/skittfiske
• LinkedInlinkedin.com/company/skittfiskeas

Compliance2 records

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 Skitt Fiske