What Proff Norge does

Proff Norge AS is a privately held Norwegian industrial-supply distributor founded in 1992 and headquartered at Hegdalveien 79, Larvik. The company sells professional cleaning equipment, damage-remediation supplies, personal protective equipment, consumables, and funeral-services equipment to both business customers and private individuals, organized around five service areas: rental (utleie), damage remediation (skade), cleaning (renhold), funeral services (gravferd), and contractors (entreprenører). Its core technology is a Gurusoft Ecommerce-powered online shop (shop.proffnorge.no) that offers 24/7 self-serve purchasing, contract pricing for registered businesses, and an AI chatbot (Proffina) for product recommendations, backed by a single Larvik warehouse capable of same-day shipping for orders placed before 13:00 anywhere in Norway.

The business operates a hybrid B2B/B2C model. Revenue is generated primarily through one-time equipment and consumable sales at retail or contract pricing, supplemented by equipment rental and Ikano Bank–financed leasing (12–60 month terms), on-site and in-house professional training courses (priced at 4,000–8,000 NOK ex. VAT), and content assets including the Proff Podden podcast and Kunnskapssenter knowledge base. Customer acquisition combines content marketing, social channels (LinkedIn, Facebook, YouTube), and direct sales via phone and email, with a stated two-hour response window during business hours. The company is Miljøfyrtårn (Eco-Lighthouse) certified since 2009 and re-certified on 7 October 2024.

Proff Norge serves a diversified customer base spanning professional cleaning companies, damage restoration firms (including RECO, Belfor, Polygon, OCAB, Recover), contractors and rental operators (Optimera, Renta, Oslo Lift Utleie), insurance-linked fire brigades (via Finans Norge / RVR), and funeral homes (including Gravferdsspesialisten). Leadership is founder/management owned with Jan Terje Moe as Managing Director; no external private equity or institutional investor ownership has been disclosed. Revenue and headcount are not publicly disclosed, but the operating footprint — a single warehouse, 11–50 employees, and Norway-wide same-day distribution — is consistent with an established SME-scale specialty distributor.

Name

Proff Norge

Legal name

Proff Norge AS

Website

https://proffnorge.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Proff Norge AS is a Norwegian B2B/B2C distributor founded in 1992, selling professional cleaning equipment, damage-remediation supplies, PPE, and funeral-services products through its Gurusoft-powered online shop and a Larvik warehouse offering Norway-wide same-day shipping.

Ownership category

akta.pro rank

Product category

Industrial Cleaning Supplies Distribution

NAICS

Medical, Dental, and Hospital Equipment and Supplies Merchant Wholesalers (423450)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Paper, Tissue, Wipers & Dispensers Distribution (CRAOAGAC)

akta.pro secondary industries

Tissue & Hygiene Paper Distribution (IMAMAIAH), Hand Hygiene & Skin Antisepsis (Soaps, Sanitizers, Surgical Scrubs, CHG Prep) (HLAHANAE)

Keywords

• Professional cleaning equipment
• Damage restoration supplies
• Industrial cleaning chemicals
• Protective safety equipment
• Moisture control solutions

Headquarters

HQ city

Larvik

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2B/B2C E-commerce): Direct sales of professional cleaning equipment, damage restoration supplies, safety equipment, and consumables through their online shop. Both business customers (with contract pricing) and private individuals can purchase. The company operates as a wholesaler/distributor in the Norwegian market.
2. Equipment Rental/Leasing: Rental services for professional equipment including dehumidifiers, air movers, vacuums, and floor cleaning machines. Financing and leasing options provided through partnership with Ikano Bank.
3. Professional Training Courses: Educational courses for contract customers covering topics such as drying equipment, moisture measurement, mold remediation, fire damage cleaning, odor elimination, renovation, disinfection, cleaning, respiratory protection, and comprehensive cleaning. Courses can be conducted at customer premises or in their Larvik facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Proff Norge AS distributes and sells professional cleaning equipment, damage restoration supplies, cleaning chemicals, protective equipment, measuring instruments, and funeral/decontamination products through its own e-commerce platform (shop.proffnorge.no) and direct sales channels. The company complements its product range with equipment rental/leasing, professional training courses, financing through Ikano Bank, and a knowledge centre and AI chatbot (Proffina) for advisory support. Customers include cleaning companies, damage restoration firms, contractors, funeral service providers, and private individuals across Norway.

Product overview

Proff Norge is a B2B/B2C e-commerce platform and supplier serving the damage remediation, cleaning, rental, funeral/decontamination, and contractor industries in Norway. The core offering is an online shop (shop.proffnorge.no) powered by Gurusoft Ecommerce, complemented by a physical product range and expert advisory services. The product portfolio spans Machines (floor scrubbers, vacuums, dehumidifiers, foggers, fans), Chemistry/Cleaning agents (disinfectants, odor control, degreasers including ProffOx DES, BioFresh), Measuring instruments (moisture meters), Window cleaning equipment, Protective equipment (respiratory masks, suits, gloves), Consumables (paper, plastic, tape), and Funeral services equipment. The offering is organized around five service areas: Rental (utleie), Damage remediation (skade), Cleaning (renhold), Funeral services (gravferd), and Contractors (entreprenører). Additional services include a Knowledge centre (Kunnskapssenter) with expert articles and checklists, Professional training courses (fagkurs), Proff Podden podcast, Proffina AI chatbot for product recommendations, and financing options through Ikano Bank.

Differentiator

Problem solved

Functional benefit

Products and services

• Maskiner (Machines) Equipment category covering floor scrubbers, carpet cleaners, wet/dry vacuums, air purifiers, foggers, fans, dehumidifiers, and related accessories sold through the Proff Norge online shop to cleaning, restoration, and contractor professionals.
• Kjemi (Cleaning Chemicals) Cleaning chemicals and chemistry products including disinfectants, odor control agents, degreasers, and specialized solutions for damage remediation, sanitation, and hygiene applications.
• Måleinstrument (Measuring Instruments) Diagnostic measurement instruments including moisture meters and related tools used in damage assessment and building drying processes by restoration contractors and building professionals.
• Vinduspusseutstyr (Window Cleaning Equipment) Professional window cleaning tools including belts and sets, buckets, pre-washers, handles, squeegees, telescopic poles, and related accessories for window cleaning service providers.
• Verneutstyr (Protective Equipment) Personal protective equipment including gloves, safety glasses, respiratory masks (P3, half-mask, full-face), disposable suits, shoe covers, and other safety gear for cleaning and restoration work.
• Forbruksmateriell (Consumables) Consumable supplies including paper products, plastic supplies, tape, toilet paper, hand towels, and other disposable materials used by cleaning and facility maintenance operations.
• Gravferd (Funeral Services Equipment) Equipment and consumables for funeral and decontamination services including body bags, PPE kits, absorbent materials, disinfectants, foggers, and complete service packages for odor and infection control.
• Fagkurs og opplæring (Professional Training Courses) Professional training courses covering drying equipment, mold remediation, fire damage cleaning, odor elimination, funeral services, disinfection, carpet cleaning, respiratory protection, and general cleaning. Courses are delivered on-site at customer locations or at the Larvik facility, priced at 8,000 NOK ex. VAT on-site and 4,000 NOK ex. VAT at Larvik.
• Equipment Rental (Utleie) Rental services for professional equipment including dehumidifiers, air movers, vacuums, and floor cleaning machines. Financing and leasing options are also provided through partnership with Ikano Bank for 12-60 month terms.
• Biofresh 5 L Cleaning agent and odor control solution for damage remediation on toilets, drains, bathrooms, waste rooms, containers, mats, and textiles. Contains microbiology that breaks down organic waste and controls odor-causing microorganisms, for industrial and household use.

Quantifiable outcome

• Orders placed before 13:00 ship same day from Larvik warehouse
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

18 partnerships are on record, tiered core and minor.

• GravferdsspesialistencoreStrategic or Co-development PartnerStrategic partnership for standardizing funeral service procedures. Collaboration on developing complete packages for sanitation, odor control, and disinfection following documented methods from initial inquiry to final disinfected vehicle, storage room, and home.
• GurusoftcoreTechnology or IntegrationTechnology partner providing e-commerce platform development and maintenance. Gurusoft Ecommerce platform powers the online shop with session management, user preferences, and shopping cart functionality.
• RECOcoreGTM or Marketing PartnerRECO has selected Proff Norge as their main chemistry supplier. Proff Norge provides products, expert support, and reliable delivery service to RECO's network of damage restoration professionals.
• Finans Norge / RVRcoreGTM or Marketing PartnerPartnership with Finans Norge Forsikringsdrift med Restverdiredning (RVR) for supplying equipment and materials to Norwegian fire brigades. Equipment ordered for fire brigades with RVR agreements is delivered almost same day.
• ServicealliansenminorGTM or Marketing PartnerPartner in cleaning industry ecosystem. Part of customer logo showcase indicating ongoing commercial relationship.
• PolygonminorGTM or Marketing PartnerPartnership with international property damage control company. Customer partner in damage restoration sector.
• BelforminorGTM or Marketing PartnerPartnership with global leader in property restoration. Customer partner in damage restoration sector.
• Arrow Property ServicesminorGTM or Marketing PartnerCustomer partner in property services sector. Part of customer logo showcase.
• Prosjekt VaskminorGTM or Marketing PartnerCustomer partnership with professional cleaning company. Provides positive customer testimonial about product quality and service.
• OptimeraminorChannel Partner/ Reseller/ DistributorPartner in building materials distribution. Part of customer logo showcase indicating commercial relationship.
• RentaminorChannel Partner/ Reseller/ DistributorEquipment rental company partner. Part of customer logo showcase.
• OCABminorGTM or Marketing PartnerCustomer partner in damage restoration sector. Part of customer logo showcase.
• RecoverminorGTM or Marketing PartnerCustomer partner in property restoration. Part of customer logo showcase.
• DuriminorGTM or Marketing PartnerCustomer partner in cleaning industry. Part of customer logo showcase.
• RVS ASminorGTM or Marketing PartnerCustomer partner. Part of customer logo showcase.
• KaphminorGTM or Marketing PartnerCustomer partner (Kaph Entreprenør). Part of customer logo showcase.
• VBminorGTM or Marketing PartnerCustomer partner (VB - Vellykket Besøk?/Franchise network). Part of customer logo showcase.
• LimacominorGTM or Marketing PartnerCustomer partner in construction/cleaning services. Part of customer logo showcase.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nilfisk: Global manufacturer of floor-cleaning machines, vacuums, and pressure washers. Comparable through Proff Norge's 'Maskiner' category where Nilfisk-branded equipment is sold alongside complementary chemistries.
• ISS A/S: Global facility services company providing outsourced cleaning and related services. Adjacent comparable as a major buyer-side actor for cleaning supplies and a reference customer in Proff Norge's marketplace.
• Kärcher: Global cleaning-equipment manufacturer and reseller. Comparable via Proff Norge's professional cleaning machines, dehumidifiers, and pressure-washer categories sold B2B to cleaning and restoration contractors.
• Lyreco Norway: Norwegian arm of the European workplace and cleaning-supplies distributor. Competes for B2B contract pricing in workplace hygiene, paper, and consumables categories.
• Diversey (Solenis): Global cleaning chemistry, hygiene, and infection-prevention supplier. Comparable via Proff Norge's disinfectants, sanitizers, and cleaning-chemistry portfolio sold to institutional and restoration customers.

Direct peers

• Lilleborg Profesjonell (Orkla): Norwegian professional-cleaning products brand (Orkla) supplying detergents, disinfectants, and dosing systems to cleaning and damage-restoration contractors. Overlaps with Proff Norge's chemistry category and target segments.
• Solar Norge: Nordic technical wholesale group distributing electrical, facility, and supplies to professionals. Competes with Proff Norge in the B2B trade channel for cleaning/PPE/consumables and overlapping contractor customers.
• Ahlsell Norge: Norwegian arm of the Nordic technical wholesaler Ahlsell, distributing professional and commercial equipment and supplies including cleaning, PPE, and facility-maintenance categories. Direct competitor for Proff Norge's contract-pricing B2B customer base in Norway.
• CWS (Initial) Norge: Hygiene and washroom solutions provider in Norway including dispensers, consumables, and mats. Comparable with Proff Norge's paper/consumables and dispenser categories within JanSan distribution.

Regional players

• BuildingPoint Norway / Optimera (Lilleringsen): Norwegian building-materials distributor serving contractors. Adjacent comparable — Proff Norge lists Optimera as a partner/customer — both compete for the contractor purchasing channel for site cleaning and drying equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ProffNorge
• Facebookfacebook.com/proffnorge
• LinkedInlinkedin.com/company/proff-norge-as

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Proff Norge