BLÆST
BLÆST is a Norwegian DTC outdoor apparel brand selling proprietary waterproof shell jackets, trench coats, ponchos, and midlayers (Care Tech membrane, 20,000mm waterproof) to outdoor enthusiasts and urban lifestyle consumers globally via e-commerce and a 2025 concept store in Ålesund.
- Company typePrivate
- Founded2005
- HeadquartersÅlesund, Norway
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BLÆST does
BLÆST is a Norwegian technical outdoor apparel brand that designs and sells waterproof, windproof, and breathable clothing — including shell jackets, trench coats, ponchos, midlayers, and care accessories — targeted at consumers who need high-performance weather protection that is also aesthetically suited to Scandinavian urban and outdoor lifestyles. The brand's core technology is its proprietary Care Tech membrane fabric (available in 2-layer and 3-layer constructions) rated at 20,000mm waterproof and 20,000g/m²/24hrs breathability, supplemented by tier-1 partner materials including Sorona insulation, Polartec Thermal Pro, Polartec Power Grid, Primaloft, and RDS-certified goose down. Products carry GRS, OEKO-TEX, and PFAS-free certifications, and the company participates in Ethical Trade Norway and the Grønt Punkt Norge plastic pledge.
BLÆST operates a direct-to-consumer model with primary revenue from e-commerce (blstworld.com) shipping globally via DHL Express, supplemented by a physical concept store opened in June 2025 in Ålesund and select retail partnerships. Pricing ranges from approximately 160 NOK for care accessories to 4,500 NOK for premium trench coats, with seasonal discounts of roughly 30%. Customer segments span outdoor enthusiasts, urban lifestyle consumers, families, and sustainable fashion buyers, with no enterprise or contracted recurring revenue. The brand is wholly owned by Aalesund Protective Wear AS (AAPW), a Norwegian multi-brand conglomerate that also operates Strakofa, Regatta, and Aalesund Oljeklede; BLÆST has 13 employees and no external venture or private equity funding has been disclosed.
BLÆST firmographics
Firmographics- Name
- BLÆST
- Legal name
- Aalesund Protective Wear AS
- Website
- https://blstworld.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BLÆST is a Norwegian DTC outdoor apparel brand selling proprietary waterproof shell jackets, trench coats, ponchos, and midlayers (Care Tech membrane, 20,000mm waterproof) to outdoor enthusiasts and urban lifestyle consumers globally via e-commerce and a 2025 concept store in Ålesund.
- Ownership category
- akta.pro rank
BLÆST industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Cut and Sew Apparel Contractors (315210)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
- akta.pro secondary industry
- Outerwear & Performance Apparel Cut & Sew (IMAOAEAB)
Keywords
Where BLÆST is headquartered
LocationHeadquarters
- HQ city
- Ålesund
- HQ country
- Norway
- HQ region
- Europe
Offices3 records
Markets served
BLÆST business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: BLÆST generates revenue through direct sales of technical outdoor apparel including jackets, coats, ponchos, pants, midlayers, vests, accessories, and swimwear. Products are sold through e-commerce (blstworld.com), a concept store in Ålesund, and through retail partners. Pricing ranges from 160 NOK for accessories to 4,500 NOK for premium coats.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - 160-300 NOK |
| Unit Pricing | Pay-as-you-go | Midlayers and basics - 1,000-2,000 NOK |
| Unit Pricing | Pay-as-you-go | Jackets and shells - 2,500-3,700 NOK |
| Unit Pricing | Pay-as-you-go | Premium coats and trench coats - 4,000-4,500 NOK |
| Other | Pay-as-you-go | Return fees by market |
| Other | Pay-as-you-go | Shipping fees |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
BLÆST product offering
Product offeringCore offering
BLÆST designs, manufactures, and sells technical outdoor apparel — including waterproof jackets, coats, ponchos, midlayers, and accessories — built on its proprietary Care Tech membrane fabric (20,000mm waterproof rating). Products are sold primarily direct-to-consumer via the blstworld.com e-commerce site, a concept store in Ålesund, Norway, and select retail partners, with international fulfillment supported by DHL Express.
Product overview
BLÆST is a Norwegian outdoor apparel brand offering a unified product portfolio centered on technical clothing designed for all-weather protection. The core offering consists of waterproof and windproof outerwear including jackets (Synes, Jøns, Issolei, Stette), coats (Fjæra, Klipra), and ponchos (Bergen), complemented by fleece midlayers (Skåla). Supporting products include care accessories (Guppyfriend washing bag, OrganoTex waterproofing and textile wash products) and accessories (Øya bucket hat, beanie, caps, bags). The brand differentiates through proprietary Care Tech membrane technology (20,000mm waterproof/20,000g/m²/24hrs breathability) and partnerships with established materials suppliers including Sorona, Polartec, and Primaloft. Products are available across women's, men's, and kids' categories, distributed via e-commerce and a concept store in Ålesund.
Differentiator
Problem solved
Functional benefit
Products and services
- BLÆST Waterproof Jackets Technical waterproof shell jackets built on BLÆST's proprietary Care Tech membrane fabric with a 20,000mm waterproof rating, sold to outdoor consumers seeking fully waterproof, durable outerwear.
- BLÆST Coats Technical outdoor coats sold as part of BLÆST's waterproof and weather-resistant outerwear range for individual consumers.
- BLÆST Ponchos Technical ponchos sold as part of BLÆST's waterproof outerwear line, intended for rain protection during outdoor activities.
- BLÆST Midlayers Technical midlayer garments integrated into BLÆST's layering system, using partner materials such as Polartec for insulation and moisture management in outdoor conditions.
- BLÆST Accessories Outdoor accessories that complement BLÆST's apparel line for individual consumers in wet-weather and rugged outdoor use cases.
Quantifiable outcome
- 20,000 mm waterproof rating
- +2 more outcomes
Companies that use BLÆST
Customer profileSegments4 records
Ideal customer profiles1 record
BLÆST technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature6 records
BLÆST partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Ethical Trade Norway (Etisk handel Norge)coreBLÆST, as part of Aalesund Protective Wear, has been a member of Ethical Trade Norway since 2022. Through this membership, BLÆST commits to thorough reviews of how they promote and collaborate for trade ensuring human rights, labour rights, development, and the environment.
- TisecorePartnership with Tise, a Norwegian marketplace for second-hand fashion and interiors. BLÆST sells products that cannot be sold in regular stores (samples or items with minor faults) through Tise to give them a second chance and reduce waste. Since starting the partnership, BLÆST has sold more than 250 styles that would otherwise have gone to waste.
- Grønt Punkt Norge (Green Dot Norway)coreAs part of Aalesund Protective Wear, BLÆST has signed Grønt Punkt Norge's Plastic pledge, committing to finding ways to ensure plastic packaging can be easily recycled.
- GoodsminorPartnership with Goods to find more environmentally friendly packaging options. Plans were being implemented in 2024.
- AdyencorePayment processing partnership providing flexible payment options including Klarna, Vipps, Swish, iDeal, and Debit/Credit Cards based on customer location.
- KlaviyocoreNewsletter and SMS marketing platform provider for customer communication, collection announcements, and promotional campaigns.
- DHL ExpresscoreInternational shipping partner for worldwide order delivery. Orders shipped DAP (Delivered At Place) with estimated 2-3 day delivery.
- Bring and PostnordcoreDomestic Norwegian shipping partners for order delivery within Norway. Postnord MyPack offers free shipping for Norwegian customers.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
BLÆST competitors and assessment
Company assessmentBroad incumbents
- Helly Hansen: Norwegian heritage outdoor and workwear brand (founded 1877) producing waterproof base layers, shells, and insulated outerwear with proprietary technologies (e.g., LIFA, Helly Tech). Much larger and broader portfolio than BLÆST, but directly comparable on Norwegian heritage, weatherproofing, and Scandinavian outdoor positioning.
- Patagonia: American outdoor apparel brand globally recognized for environmental activism, recycled materials, repair programs (Worn Wear), and premium technical shells. Comparable to BLÆST on PFAS-free commitment, recycled material usage, circular economy programs, and DTC strength — though Patagonia operates at far greater scale and brand recognition.
- Didriksons: Swedish outdoor and family outerwear brand producing waterproof shells, insulated coats, and children's outdoor wear with sustainability positioning. Comparable to BLÆST on family/kids outerwear category and Scandinavian heritage, but operates at broader scale across more product categories and price points.
- Arc'teryx: Canadian premium technical outerwear brand producing Gore-Tex shells, insulated jackets, and performance apparel at the highest price tier in the market. Comparable to BLÆST on premium waterproof shell category, sustainability initiatives, and DTC + retail model — though Arc'teryx operates globally at substantially greater scale.
Direct peers
- Norrøna: Norwegian premium technical outdoor apparel brand founded in 1929, producing waterproof shell jackets, insulated coats, and technical outdoor wear with strong sustainability positioning. Most directly comparable to BLÆST on geography, premium pricing, technical fabric focus, and Scandinavian design language.
- Houdini Sportswear: Swedish sustainable outdoor apparel brand producing technical shells, midlayers, and base layers with a strong circular-economy and PFAS-free positioning. Highly comparable to BLÆST on sustainability credentials, Scandinavian heritage, premium technical outerwear, and direct-to-consumer model.
- Rains: Danish waterproof outerwear brand focused on rainwear (jackets, coats, ponchos) blending technical performance with urban-lifestyle aesthetics at premium price points. Comparable to BLÆST in product category (PU-coated and membrane waterproof shells), DTC model, Scandinavian design sensibility, and urban-meets-outdoor positioning.
- Peak Performance: Swedish technical outdoor apparel brand (founded 1986) producing ski, hiking, and lifestyle outerwear with Scandinavian design roots. Comparable to BLÆST on Scandinavian design, technical waterproof shells, premium pricing, and DTC + retail distribution — though Peak Performance operates at significantly larger scale.
- Stutterheim: Swedish raincoat brand specializing in premium waterproof outerwear with a minimalist Scandinavian aesthetic. Comparable to BLÆST on premium waterproof positioning, Nordic design language, and focus on stylish everyday rain protection, though Stutterheim emphasizes fashion over technical performance.
- Klättermusen: Swedish premium technical outdoor brand producing recycled and repairable shells, insulation, and climbing apparel. Comparable to BLÆST on sustainability focus, recycled material usage, premium technical positioning, and Scandinavian heritage, though Klättermusen leans more toward mountaineering than urban-outdoor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
BLÆST social profiles
Digital presenceBLÆST compliance and trust
Trust signalCompliance4 records
BLÆST financial estimates
Financial estimateRevenue estimate
Valuation estimate
BLÆST leadership team
Management profileNumber of profiles
Profiles1 record
BLÆST funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BLÆST 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 BLÆST
What does BLÆST do?
BLÆST designs, manufactures, and sells technical outdoor apparel — including waterproof jackets, coats, ponchos, midlayers, and accessories — built on its proprietary Care Tech membrane fabric (20,000mm waterproof rating). Products are sold primarily direct-to-consumer via the blstworld.com e-commerce site, a concept store in Ålesund, Norway, and select retail partners, with international fulfillment supported by DHL Express.
Is BLÆST a public or private company?
BLÆST is a private company. It is classified as corporate owned and is currently operating.
When was BLÆST founded?
BLÆST was founded in 2005. It employs 11 to 50 people.
Where is BLÆST based?
BLÆST is headquartered in Ålesund, Norway, in the Europe region.
How does BLÆST make money?
One revenue line is on record: product Sales.
Who are BLÆST's main competitors?
Broad incumbents on record are Helly Hansen, Patagonia, Didriksons and Arc'teryx. Direct peers are Norrøna, Houdini Sportswear, Rains, Peak Performance, Stutterheim and Klättermusen.
Does BLÆST have an API?
No public API is recorded for BLÆST.
What industry is BLÆST in?
BLÆST's product category is Outdoor Apparel. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers, with a secondary code of IMAOAEAB, Outerwear & Performance Apparel Cut & Sew. Its NAICS code is 3159 and its SIC code is 2300.