What Sónar does

Sónar ehf. is an Icelandic B2B marine electronics distributor and systems integrator founded in November 2005 by Guðmundur Bragason and Vilhjálmur Árnason, headquartered at Hvaleyrarbraut 2, 220 Hafnarfjörður. The company imports, sells, installs, and services navigation, fish-finding, communications, and safety electronics for commercial vessels, operating as the principal Icelandic channel for more than 30 international marine electronics brands including Raymarine, SAILOR, JRC, FLIR, Jotron, WASSP, Actisense, Alphatron, AG Neovo, Comnav, Sonic Kaijo Denki, WESMAR, Scan Antenna, Kannad, Weatherdock, and Koden. Its product portfolio covers marine radar, chart plotters and multifunction displays, single- and multi-beam echo sounders (split-beam and WASSP F3i 112-beam systems), AIS transponders (Class A/B+), safety beacons, EPIRB/AIS-SART, satellite communications, current meters, autopilots, antennas, thermal imaging cameras, and ruggedized marine displays, plus integrated bridge systems built around the company-co-developed Avitech Pacific MS video wall controller (configurable up to 32 inputs / 32 outputs, IEC-60945 maritime-rated).

The company's revenue model combines hardware resale (commercial marine electronics sold on consultation-based, multi-year project contracts) with professional installation and after-sales service. Sónar provides full lifecycle support — equipment selection, system design, installation, and ongoing maintenance — including complete newbuild fit-outs for vessels delivered from Icelandic shipyards, as demonstrated by the December 2020 Einar Guðnason ÍS project (the first vessel in Iceland's hook catch quota system to be installed with a Pacific MS-style bridge video wall).

Go-to-market is sales-led, B2B direct, focused on commercial fishing vessels and maritime operators in Iceland; the Icelandic fishing fleet is described as carrying SAILOR communication equipment supplied by Sónar aboard "nearly all" of its vessels, indicating high account penetration within its addressable market. The company is privately held by its founders with no public investors, no subsidiaries, no parent company, and no disclosed external capital events in the input data.

Name

Sónar

Legal name

Sónar ehf.

Website

https://sonar.is

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Sónar is an Icelandic B2B marine electronics distributor and systems integrator founded in 2005, supplying navigation, fish-finding, communications, safety, and integrated bridge electronics for commercial fishing vessels across Iceland, representing 30+ international brands.

Ownership category

akta.pro rank

Product category

Marine Electronics Distribution

NAICS

Navigational Services to Shipping (488330), Support Activities for Water Transportation (4883), Other Support Activities for Water Transportation (48839)

akta.pro primary industry

Marine Service Provider Coordination (Diving, Inspection, Class/Survey Support) (TLAHAJAI)

Keywords

• Marine electronics distribution
• Commercial fishing equipment
• Marine navigation systems
• Fish-finding sonar
• Marine communication equipment

Headquarters

HQ city

Hafnarfjörður

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marine Electronics Equipment Sales: Direct sales of navigation, fish-finding, and telecommunications equipment for commercial fishing vessels and maritime operators. Equipment includes AIS devices, sonar, radar, GPS plotters, satellite communications, cameras, and display systems. The company serves as importer and distributor for numerous international brands in Iceland.
2. Installation and Technical Services: Professional installation services and ongoing technical support for all equipment sold. The company provides consultation, equipment selection, design of equipment installations, and complete fit-out services as demonstrated in the Einar Guðnason ÍS vessel project.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Sónar is an Icelandic B2B marine electronics specialist that imports, distributes, sells, and services navigation, fish-finding, and telecommunications equipment for commercial fishing vessels and maritime operators. The company supplies a comprehensive portfolio covering sonar, multi-beam echo sounders, radar, chart plotters, AIS, satellite communications, thermal cameras, and integrated bridge display systems from over 30 international manufacturers, complemented by professional installation, design of vessel equipment layouts, and ongoing technical service support.

Product overview

Sónar is an Icelandic company specializing in the import, sale, and service of navigation, fish-finding, and communication equipment for vessels. Founded in November 2005, the company offers a comprehensive portfolio of marine electronics including fish-finding sonar systems (Wesmar, Kaijo Denki), multi-beam depth sounders (WASSP, Seapix, Kaijo KSE-310), marine radar systems (JRC, Raymarine), chart plotters and multifunction displays (Raymarine Axiom series), AIS transponders and tracking systems (Jotron, Weatherdock, Kannad), current meters (JRC JLN-652, Kaijo KDG-300), satellite communication systems (Sailor), and integrated bridge solutions including display wall controllers (Avitech Pacific MS) and displays (AG Neovo). The product range extends to thermal imaging cameras (Flir), camera systems, bridge watch systems, NMEA networking equipment (Actisense), and marine antenna systems (Scan Antenna). Sónar serves as a distributor for over 35 international marine equipment manufacturers and also provides complete integrated equipment packages for newbuild vessels.

Differentiator

Problem solved

Functional benefit

Products and services

• Wesmar HD825 Sonar Compact fish-finding sonar suitable for most fishing types, particularly mackerel fishing on small to medium boats. Features simple control panel with essential functions and True Gravity roll correction.
• Wesmar TCS785/385 Headline Sonar System Headline sonar system with single headline transmitter. Model 785 includes forward, troll scanning and down-looking functions; Model 385 is lighter at 12kg without forward beam. Operating depth up to 1,800m.
• Sonic Kaijo Denki KCH-5180 Sonar High-frequency sonar suitable for all fish types, especially mackerel fishing, with 600-900m operating range on mackerel, 164kHz frequency, 90° transducer tilt, and narrow 4° beam width.
• Sonic Kaijo Denki KCS-5221Z Sonar Low-frequency sonar with digital signal processing, 21kHz transmission frequency for extended range, 768-element sonar sphere, and advanced interference suppression technology.
• Sonic Kaijo Denki KCS-5885Z Sonar Powerful sonar with 960 elements and 960 receiver channels, 94kHz transmission frequency suitable for all fish species, with extremely narrow beam for excellent shallow water performance.
• Sonic Kaijo Denki KSE-310 Split Beam Echo Sounder Split beam echo sounder with 15 overlapping beams from a 144-element transducer, providing fish size distribution and abundance data, supporting 3 split beam frequencies (38, 70, 120kHz) plus standard frequencies.
• WASSP F3i Multi-beam Depth Sounder Multi-beam depth sounder sending a 120-degree search beam composed of 112 beams across the boat, capable of displaying fish to the side of the vessel with built-in bottom hardness analysis and detailed 3D bottom mapping.
• JRC JMR-5400 Radar Full-featured marine radar for larger vessels with the technical innovations found in new radar systems, providing navigation and collision avoidance capabilities.
• Raymarine Axiom Pro Multi-function Display Powerful multi-function chart plotter with built-in echo sounder showing 3D bottom images and fish echoes, including a 1kW deep water echo sounder for fishing, with WiFi and Bluetooth connectivity.
• Raymarine Axiom Multi-function Display Multi-function chart plotter with quad-core processor, touchscreen interface, and Icelandic language support, serving as central hub for radar, autopilot, AIS, cameras, engine control, and audio systems.
• Raymarine Axiom XL Multi-function Display Top-of-line Axiom display with larger screens and expanded connectivity options compared to Axiom and Axiom Pro models.
• Raymarine Quantum 2 Doppler Radar Next-generation radar using CHIRP and Doppler technology to assess collision risk, with magnetron-free solid-state design.
• Jotron TronTracker Fishing Buoy Monitoring System Approved buoy monitoring system for tracking fishing gear with precision, operating as AMRD-B device at 160.900MHz per CEPT regulations ECC/DEC/(02)01. Includes TA10 transmitter and RA10 receiver.
• Jotron TR-8000 MkII AIS Device Advanced AIS Class A transponder for international safety compliance, automatically exchanging ship information between vessels and shore stations. Compliant with IEC 61993-2 and IEC 62923-1/2 (BAM).
• Jotron Tron AIS-SART Distress Transmitter AIS distress transmitter with Wheelmark certification per European Council Directive 96/98/EC, providing accurate GPS-based position updates every minute, visible on both Class A and B AIS devices.
• Weatherdock A 140 AIS Buoy Fishing buoy based on AIS technology that transmits gear position to the ship's navigation system, programmable for different transmission intervals suitable for various fishing gear types.
• Kannad FastFind Crew1 AIS MOB Device Mini AIS transmitter with built-in GPS for person-overboard scenarios, manually activated or automatically triggered via wet sensor, providing real-time position tracking.
• JRC JLN-652 Current Meter Four-beam current meter that displays current speed at different depths, functioning also as a log showing ship speed and course made good, with 50 current measurement layers and 3D current presentation.
• Sonic Kaijo Denki KDG 300 Current Meter Powerful current meter operating at lower frequency than competitors for significantly greater range, measuring current speed down to 300m depth with 4-axis current measurement in 5 layers.
• Sailor 6150 Mini-C Satellite Communication Device Mini-C device with distress button for ships not requiring GMDSS-approved Mini-C, handling automatic reporting requirements for vessels outside coastal station coverage, supporting telex and email communications.
• Avitech Pacific MS Display Wall Controller Modular screen matrix system co-developed with Sónar for maritime use, supporting up to 32 device inputs and 32 display outputs, designed to withstand demanding maritime conditions per IEC-60945 standard. Available in MS-2, MS-3, and MS-6 configurations.
• AG Neovo QX Series Displays Marine-grade displays with 4K Ultra HD resolution and hardened safety glass, designed for continuous 24/7 operation, available in 32", 43.5", and 54.6" sizes, supporting LAN remote control for brightness adjustment.
• AG Neovo RX Series Displays Wide-format Full HD displays built on proven X-line technology used in Icelandic fishing vessels for over 20 years, available in 21.5" and 23.6" models.
• Alpha BNWAS Bridge Watch System Bridge watch system designed to prevent captains from falling asleep at the helm by monitoring captain activity and alerting crew if no movement is detected for a period.
• Flir M232 Thermal Camera Compact thermal camera with motorized 360° rotation and tilt capability, 320x240 pixel resolution, and detection range of 457m for a person and 1.3km for a small boat.
• Flir AX8 Engine Room Surveillance Camera Engine room monitoring thermal camera that measures temperature at individual points and areas, alerting when temperature exceeds or falls below adjustable thresholds.
• Actisense NMEA Gateway Products NMEA 0183 to NMEA 2000 protocol converters enabling integration between legacy NMEA 0183 devices and modern NMEA 2000 networks, including NGW-1, W2K-1 WiFi gateway, and buffer/multiplexer products.
• Scan Antenna Marine Antennas Complete range of marine antennas including VHF radios, AIS, GPS, satellite communications, LTE/GSM, Navtex, and HF antenna systems, with mounting brackets and accessories.
• Complete Equipment Package - Einar Guðnason ÍS Newbuild Turnkey integrated equipment package for newbuild fishing vessel including navigation, fish-finding, communications, camera systems, and display wall integration. First vessel in the Icelandic hook catch quota system to feature a video wall system similar to larger fleet vessels.
• Marine Electronics Installation and Technical Service Professional installation, design of equipment installations, and ongoing after-sales technical support and maintenance for all marine electronics supplied by Sónar. Includes consultation, equipment selection, fit-out design, and complete service for commercial fishing vessels and maritime operators.

Quantifiable outcome

• Nearly all vessels in the Icelandic fishing fleet are equipped with SAILOR communication equipment supplied through Sónar
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core.

• AG NeovocoreChannel Partner/ Reseller/ DistributorAG Neovo supplies industrial-grade displays for maritime use. Sónar distributes their ruggedized monitor lines including the X, SX, RX, and QX series which feature reinforced glass, metal housings, and 24/7 operation capability designed for demanding marine bridge environments.
• ACTISENSEcoreChannel Partner/ Reseller/ DistributorACTISENSE provides NMEA connectivity solutions including multiplexers, converters, buffers, and network devices. Sónar distributes their full range of NMEA 0183 and NMEA 2000 products including the popular NGW-1 protocol converter.
• ALPHATRONcoreChannel Partner/ Reseller/ DistributorALPHATRON supplies marine electronics including the Alphaline display monitors and Alpha BNWAS bridge watch system. Sónar distributes their bridge monitoring and display equipment.
• AVITECHcoreStrategic or Co-development PartnerAVITECH Pacific MS is a co-developed product partnership where Sónar collaborated on developing the Pacific MS video wall control system specifically designed for maritime use. This is Sónar's proprietary-integrated solution for ship bridge display management.
• COMNAVcoreChannel Partner/ Reseller/ DistributorCOMNAV manufactures autopilots and steering systems for commercial fishing vessels. Sónar distributes their P4 autopilot and CT-7 joystick control systems noted for reliability and performance in professional fishing operations.
• EM-TRAKcoreChannel Partner/ Reseller/ DistributorEM-TRAK produces AIS devices and integrated VHF/AIS units. Sónar distributes their Class A and Class B+ AIS equipment for vessel tracking and identification.
• FLIRcoreChannel Partner/ Reseller/ DistributorFLIR provides thermal imaging cameras for maritime use including the M300 series and M232 thermal cameras. Sónar distributes their navigation safety thermal cameras and AX8 engine room monitoring cameras.
• JRC (Japan Radio Company)coreChannel Partner/ Reseller/ DistributorJRC is a major supplier of marine electronics including radar, AIS, echo sounders, and ECDIS systems. Sónar distributes their comprehensive range of navigation and fish-finding equipment.
• JotroncoreChannel Partner/ Reseller/ DistributorJotron provides maritime safety communications and tracking equipment including the Tron AIS SART, TR-8000 AIS transponder, and TronTracker fishing buoy tracking system. Sónar distributes their emergency and safety equipment.
• KANNADcoreChannel Partner/ Reseller/ DistributorKANNAD produces emergency beacons and AIS safety equipment including the FastFind personal locators and SafePro EPIRB series. Sónar distributes their life-saving safety equipment.
• RAYMARINEcoreChannel Partner/ Reseller/ DistributorRAYMARINE is a leading supplier of marine electronics including Axiom chartplotters, Quantum radar, and camera systems. Sónar distributes their full product range for navigation and fish-finding.
• SAILORcoreChannel Partner/ Reseller/ DistributorSAILOR has been a leading brand in maritime radio communications for vessels of all sizes. Sónar is noted as having SAILOR equipment aboard nearly all vessels in the Icelandic fishing fleet, representing a dominant market position through this partnership.
• SCAN ANTENNAcoreChannel Partner/ Reseller/ DistributorSCAN ANTENNA produces VHF, AIS, HF, and specialized antennas for maritime use. Sónar distributes their comprehensive range of antenna solutions including the popular VHF 76 model noted as the most common VHF antenna in the Icelandic fleet.
• Sonic Kaijo DenkicoreChannel Partner/ Reseller/ DistributorSonic Kaijo Denki manufactures professional sonar and echo sounder equipment for large fishing vessels. Sónar distributes their KCS-5221Z, KCS-5885Z, and KCH-5180 sonar systems along with KSE-310 split-beam echo sounders known for quality construction and reliability.
• WASSPcoreChannel Partner/ Reseller/ DistributorWASSP produces multi-beam echo sounders including the F3i model. Sónar distributes their revolutionary 3D echo sounder technology noted as the biggest innovation in depth measurement technology in years.
• WESMARcoreChannel Partner/ Reseller/ DistributorWESMAR has produced sonar equipment for over 30 years. Their sonar products have proven particularly effective in purse seine fishing in Iceland and have achieved significant market share in headline fish sonar systems.
• WeatherdockcoreChannel Partner/ Reseller/ DistributorWeatherdock produces AIS-based equipment including the A140 fishing buoy tracker. Sónar distributes their AIS fishing buoy technology for tracking fishing gear.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Furuno: Major Japanese marine electronics manufacturer of radars, sonars, fish-finding equipment, and navigation systems. Sónar is a Furuno-adjacent player in the same product categories; Furuno is a global incumbent whose branded equipment competes with many brands Sónar distributes.
• Wärtsilä: Finnish marine technology major with navigation, automation, and integrated bridge systems serving commercial marine globally. Comparable to Sónar at the integrated-bridge and vessel-electronics level, though part of a much broader portfolio.
• Northrop Grumman Sperry Marine: Provider of integrated bridge systems, navigation radars, and ship automation for commercial and naval vessels. Comparable to Sónar in integrated bridge and navigation systems, though focused on larger commercial and defence customers.
• Kongsberg Maritime: Large Norwegian provider of integrated bridge systems, navigation, sonar, and communication solutions for commercial marine and offshore. Comparable to Sónar at the integrated systems level (e.g., vessel-wide bridge electronics), though operating globally and at significantly larger scale.
• Navico (Raymarine, Simrad, Lowrance, B&G): Global marine electronics conglomerate owning Raymarine, which Sónar distributes. Comparable as a major supplier of charts, radar, sonar, and integrated displays into the same commercial fishing and leisure marine channels Sónar serves.
• Garmin Marine: Major marine electronics manufacturer of chartplotters, radar, sonar, and communications equipment for recreational and light commercial marine. Sónar competes with Garmin products in overlapping product categories (especially chartplotters/MFDs) in the Icelandic fishing market.
• JRC (Japan Radio Company): Major Japanese marine electronics manufacturer of radar, AIS, ECDIS, and fish-finding equipment. Sónar is an authorized distributor of JRC in Iceland; the parent of the brand is a global incumbent in the same product categories.

Direct peers

• Radio Holland: Globally operating marine electronics distributor and service integrator that sells, installs, and services navigation, communication, and bridge systems for commercial vessels. Highly comparable to Sónar's distributor-and-integrator role, but at global scale across multiple flag states and vessel segments.
• Mackay Marine: Worldwide distributor of marine electronics, navigation, and communication equipment with installation and service capabilities across major ports. Closely comparable to Sónar in business model (authorized distributor + installation + service), though operating at much larger scale.

Regional players

• Köhler Schiffselektronik: Long-established German marine electronics specialist offering navigation, communication, and fish-finding equipment with installation and service. Comparable independent distributor/integrator model to Sónar, but serving Central European commercial and fishing fleets rather than North Atlantic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sonarehf

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sónar