Smart Supply

What Smart Supply does

Smart Supply is a privately held Norwegian B2B supplier of retail store equipment, packaging, warehouse fittings, and signage, headquartered in Askim, Norway, and serving the Norwegian market exclusively. The company organizes its offering around four core hardware categories (Butikkutstyr/store equipment, Emballasje/packaging, Lagerutstyr/warehouse equipment, Skilt og Display/signs and display) plus a fitting-out (Innredning) line covering refrigeration, shelving, checkout counters, bakery sections, and mezzanine warehouse solutions. In addition to hardware, Smart Supply sells project-based professional services including needs analysis, concept development, 2D design, project management, delivery, and installation, positioning itself as a single-supplier total-delivery provider for retailers and warehouses.

The business operates a hybrid go-to-market combining an nopCommerce-powered e-commerce storefront (built with implementation partner Digitroll AS) targeting SMB retailers with an offline direct sales motion targeting larger enterprise fit-out customers. Revenue is generated almost entirely through hardware sales (shopping baskets, carts, shelving, refrigeration, packaging, signage) with a smaller professional-services stream attached to fitting-out projects. Marketing is conducted through a content/blog engine (topics include parcel lockers, store profitability, and retail sustainability), customer case studies (e.g., Seatronic parcel locker deployment), and SEO-optimized product pages. The company is privately held with no disclosed funding rounds, no parent organization, and no public ownership or capital structure information.

Name

Smart Supply

Legal name

Smart Supply

Website

https://smart-supply.no

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Smart Supply is a Norwegian B2B supplier of retail store equipment, packaging, warehouse fittings, and signage, offering total-delivery solutions (design, project management, installation) to Norwegian retailers and warehouses through e-commerce and direct sales.

Ownership category

akta.pro rank

Product category

Retail Store Equipment and Fixtures

NAICS

Professional and Commercial Equipment and Supplies Merchant Wholesalers (4234), Service Establishment Equipment and Supplies Merchant Wholesalers (42385), Refrigeration Equipment and Supplies Merchant Wholesalers (423740), Other Commercial Equipment Merchant Wholesalers (42344)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Assembly, Installation & In-Home Setup Services (White-Glove Add-On) (TLAAAKAJ)

akta.pro secondary industry

Value-Added Warehousing Services (Kitting, Labeling, Repack, Light Assembly) (TLALAAAL)

Keywords

• Store equipment supply
• Retail fixtures
• Warehouse equipment
• Packaging materials
• Signage displays

Headquarters

HQ city

Askim

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Store Equipment Sales: Sale of physical store equipment including shopping carts, hand trucks, office supplies, mats, price labeling, requisites, cleaning supplies, chairs, outdoor equipment, scales, and product display fixtures.
2. Packaging Products: Sale of packaging materials including plastic wrap, stands and accessories, carrier bags, bread bags, and fruit bags.
3. Warehouse Equipment: Sale of warehouse equipment including gloves, safety equipment, ladders and steps, warehouse carts, and hand trucks.
4. Signs and Display Products: Sale of signage and display products including brochure stands, gate signs, price frames, special signs, wall frames, and Duraframe products.
5. Store and Warehouse Fitting: Sale of refrigeration and freezing equipment, store fixtures including shelf systems, display stands, fruit and vegetable displays, checkout counters, bakery equipment, and warehouse storage solutions.
6. Professional Services: Services including needs analysis, concept development, 2D drawing/design, project management, delivery, complete fitting solutions, and installation.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Smart Supply is a Norwegian total supplier of store equipment (butikkutstyr), packaging, warehouse equipment, signage and display products, and complete store/warehouse fitting solutions. It sells physical retail fixtures and consumables via its e-commerce site and through direct sales, and bundles these with professional services such as needs analysis, concept development, 2D drawing, project management, delivery, and installation for Norwegian retailers.

Product overview

Smart Supply is a Norwegian total supplier of retail/store equipment and supplies offering a comprehensive portfolio organized around four core product categories: (1) Store Equipment (BUTIKKUTSTYR) - shopping baskets, trolleys, office supplies, mats, price labeling systems, requisites, cleaning equipment, SMART CALL, chairs, outdoor/waste solutions, scales, and product displays; (2) Packaging (EMBALLASJE) - plastic wrap, carrier bags, bread bags, fruit bags, and packaging stands; (3) Warehouse Equipment (LAGERUTSTYR) - gloves, safety equipment, ladders, warehouse carts; and (4) Signs & Display (SKILT OG DISPLAY) - brochure stands, price frames, Duraframe, wall frames. Additionally, they provide complete Fitting Out (INNREDNING) solutions including cooling/freezing equipment, store interior fitting (shelving, checkout counters, bakery sections), and warehouse fitting (shelving, mezzanines, dynamic solutions). They also offer project-based services including needs analysis, concept development, technical drawing, and full delivery/project management. The company positions itself as a one-stop total delivery provider where customers can obtain everything from a single supplier.

Differentiator

Problem solved

Functional benefit

Products and services

• Store Equipment (BUTIKKUTSTYR) Core catalog of physical retail store equipment and supplies — including shopping baskets and trolleys, office supplies, mats, price labeling, requisites, cleaning equipment, chairs, outdoor/waste solutions, scales, product displays, and hygiene/infection control products — sold to Norwegian retailers.
• Packaging (EMBALLASJE) Retail packaging consumables including food and packing plastic wrap, packaging stands and accessories, carrier bags (paper and reusable nets), bread bags, and fruit bags, sold to Norwegian retailers and grocery operators.
• Warehouse Equipment (LAGERUTSTYR) Material handling and warehouse equipment — including work gloves, safety equipment (first aid, mirrors, measuring instruments), ladders/stairs, warehouse carts, pallet trucks, and sack trolleys — sold to Norwegian warehouse and distribution operators.
• Signs and Display (SKILT OG DISPLAY) Signage and display solutions — brochure stands, gate signs, price frames (with holders, plastic pockets, frames, clips), special signs, wall frames, Duraframe snap-frame systems, and accessories (covering plastic, hangers, posters, markers) — sold to Norwegian retailers.
• Store and Warehouse Fitting (INNREDNING) Complete store and warehouse fit-out solutions — including cooling/freezing equipment, shelving systems, display stands, fruit and vegetable displays, checkout counters, bakery/bake-off sections, and warehouse fitting such as shelving/racks, mezzanines with stairs, 2-in-1 store-warehouse solutions, and dynamic warehouse fitting — delivered as integrated projects for Norwegian retailers.
• Pakkebokser (Parcel Lockers and Collection Boxes) Click-and-collect parcel lockers and collection boxes that enable 24/7 item pickup for retail stores and online shops, as implemented for customer Seatronic.
• Professional Store Fit-Out Services Professional services delivered alongside equipment sales, including needs analysis, concept development, 2D drawing/design, project management, delivery, complete fitting solutions, and installation for Norwegian retail customers undertaking store or warehouse fit-outs.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Digitroll ASsupportingImplementation/ SI/ Consulting PartnerDigitroll AS provides the e-commerce solution for Smart Supply's online store. They deliver the nopCommerce e-commerce platform that powers smartsupply.no.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bott: Bott is a UK/German manufacturer of professional workspace and storage equipment, including vehicle racking, workstations, and modular storage systems. Comparable to Smart Supply's industrial/warehouse equipment and fitting-out categories for operational and warehouse facilities.
• Wanzl: Wanzl is a German manufacturer and supplier of shopping carts, shopping baskets, and retail store equipment. Smart Supply's shopping cart/basket category (HANDLEVOGNER, HANDLEKURVER) directly overlaps Wanzl's core offering, making it the closest product-category peer.
• Kongamek: Kongamek is a Nordic (Swedish) supplier of warehouse trolleys, pallet trucks, and material-handling equipment. Comparable because it sells the same product categories as Smart Supply's warehouse equipment line and is a Nordic regional competitor in the same end markets.
• Smeva: Smeva is a Dutch specialist in shop fitting, shelving systems, and refrigerated display equipment. This mirrors Smart Supply's INNREDNING category (shelving, display stands, refrigeration/freezing, checkout counters) and positions Smeva as a direct European peer in retail interior solutions.
• Mecalux: Mecalux is a Spanish warehouse storage solutions provider offering shelving, racking, mezzanines, and warehouse design services. Comparable to Smart Supply's LAGERINNREDNING offering (shelves, mezzanines, dynamic warehouse fitting).
• Fetra Fördertechnik: Fetra is a German wholesaler of warehouse and material-handling equipment (trolleys, hand trucks, sack trucks, warehouse carts). This is directly comparable to Smart Supply's LAGERUTSTYR category and serves as the most analogous European distributor of warehouse equipment.
• Troax: Troax is a Swedish manufacturer of steel mesh panel partitioning, safety fencing, and warehouse storage solutions listed on Nasdaq Stockholm. Comparable as a Nordic-listed peer selling warehouse/storage equipment into the same end markets Smart Supply serves with its LAGERINNREDNING line.

Broad incumbents

• Bunzl plc: Bunzl is a global distribution group supplying non-food consumables, packaging, and cleaning/hygiene products to businesses. Comparable because Smart Supply's EMBALLASJE, RENGJØRING, and Smittevern categories overlap Bunzl's product portfolio; however, Bunzl operates at vastly greater scale across multiple geographies.
• SSI Schaefer: SSI Schaefer is a large global warehouse solutions group offering racking, automation, and intralogistics. Overlaps with Smart Supply on warehouse shelving and mezzanines, but operates at a much larger scale and with automated systems that Smart Supply does not offer.
• Antalis: Antalis is a European distributor of paper, packaging, and visual communication products. Comparable to Smart Supply's EMBALLASJE (packaging films, bags) and SKILT OG DISPLAY (signage, frames) categories; functions as a broad incumbent packaging/distribution peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SmartSupplyAS
• LinkedInlinkedin.com/company/smart-supply-as

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 Smart Supply