What Burdock Outdoor Group does

Burdock Outdoor Group AB is a privately held Nordic holding company formed in September 2023 through the merger of Jaktia and Interjakt, headquartered in Tollered, Sweden. The group operates approximately 170 franchise-based retail stores across Sweden, Norway, and Denmark through three retail chains: Jaktia (hunting, fishing, and outdoor equipment), Interjakt (hunting and outdoor), and Interfiske (sport fishing). Combined chain revenue at the time of merger was approximately 200 million EUR.

Beyond retail distribution, Burdock Outdoor Group holds a portfolio of eight owned product brands (Haunter, Scandium, Therm Nordik, Ekebo, Armada Tackle, Alces, Barq, Goldfish) covering hunting, fishing, and outdoor equipment, alongside a media and community ecosystem (Jaktia Pro Team, Club Jaktia, Jaktia Kanalen, Jakt puls, Jaktia Channel) distributed across Instagram, Facebook, and YouTube. The group's stated strategy is to partner with and invest in brands that share a commitment to quality, innovation, and community in the outdoor experience sector.

The business model is asset-light retail franchising combined with brand ownership and content publishing. Revenue is generated through retail sales of own-brand and third-party products across the franchise network, with the parent company providing centralized procurement, logistics, IT, marketing, and business development support. End customers are hunters, sports shooters, anglers, and general outdoor recreation enthusiasts across the Nordic region. Since the 2023 formation, the group has expanded via the Jaktia Jönköping acquisition and entry into Denmark through new Jaktia stores in Langeskov and Jyllinge.

Name

Burdock Outdoor Group

Legal name

Burdock Outdoor Group AB

Website

https://burdockoutdoorgroup.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Burdock Outdoor Group is a privately held Nordic holding company operating approximately 170 franchise retail stores across Sweden, Norway, and Denmark through the Jaktia, Interjakt, and Interfiske chains, serving hunters, anglers, and outdoor enthusiasts with owned and third-party brands.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

Keywords

• Outdoor retail
• Hunting equipment
• Fishing equipment
• Franchise retail
• Sporting goods

Headquarters

HQ city

Tollered

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail sales through franchise stores: Operates a franchise-based retail model with approximately 170 stores across the Nordic region selling hunting, fishing, and outdoor equipment. Revenue generated through retail sales of products from owned brands (Haunter, Scandium, Therm Nordik, Ekebo, Armada Tackle, Alces, Barq, Goldfish) and third-party brands.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Burdock Outdoor Group is an international holding company that operates franchise-based retail chains (Jaktia, Interjakt, Interfiske) selling hunting, fishing, and outdoor equipment through approximately 170 stores across the Nordic region. The group also owns a portfolio of specialty product brands (Haunter, Scandium, Therm Nordik, Ekebo, Armada Tackle, Alces, Barq, Goldfish) and media/community brands that support the retail ecosystem.

Product overview

Burdock Outdoor Group is an international holding company in the hunting, fishing, and outdoor industry. The company operates a multi-brand portfolio consisting of three retail chains (Jaktia, Interjakt, and Interfiske) offering hunting, fishing, and outdoor products through approximately 170 franchise stores across the Nordic region, generating combined revenue of approximately 200 million EUR. The portfolio also includes owned brands (Haunter, Scandium, Therm Nordik, Ekebo, Armada Tackle, Alces, Barq, Goldfish) and media/community brands (Jaktia Pro Team, Club Jaktia, Jaktia Kanalen, Jakt puls, Jaktia Channel). The company pursues a strategy of partnering with and investing in brands that share commitment to quality, innovation, and community in the outdoor experience sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Jaktia retail chain
• Interjakt retail chain

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Sie-Hunting (Pierre Ulrichsen)coreChannel Partner/ Reseller/ Distributor · 1 January 2024Sie-Hunting in Langeskov, owned by Pierre Ulrichsen, became part of Jaktia as of January 1, 2024. Sie-Hunting is centrally located on Funen with a 300m2 shop next to the motorway. Pierre also opened Jaktia Jyllinge store as the first Jaktia store in Denmark.
• Jaktia JönköpingcoreChannel Partner/ Reseller/ Distributor · 17 October 2023Acquisition of Jaktia Jönköping – one of northern Europe's largest hunting, fishing, and shooting centers. Strategic acquisition strengthening Burdock Outdoor Group's presence. Christian Larsson, former CEO, continues in key role within the group.
• Interjakt GroupcoreStrategic or Co-development Partner · 28 September 2023Strategic merger combining Jaktia and Interjakt to form Burdock Outdoor Group. The merger integrates capabilities, expertise, and shared values to create a powerhouse dedicated to delivering outdoor experiences. Includes integration of operational functions including procurement, logistics, IT, marketing, and business development.
• Jaktia franchiseescoreChannel Partner/ Reseller/ DistributorFranchise store owners operating under the Jaktia brand within Burdock Outdoor Group network. The merger aims to empower franchisees with enhanced resources, deep industry expertise, and abundant growth prospects.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cabela's: Iconic North American outdoor retailer specializing in hunting, fishing, and outdoor equipment (now part of Bass Pro Group). Comparable to Burdock as a category-leading hunting and fishing equipment retailer with strong brand recognition and large-format destination stores.
• Intersport: International sporting goods franchise cooperative with retailer-owned stores across Europe including the Nordics. Comparable to Burdock through its franchise-based retail operating model and broad sporting goods assortment, though Intersport's product range is less hunting/fishing-specialized.
• Bass Pro Shops: North American specialty retailer focused on hunting, fishing, camping, and outdoor recreation with a large multi-brand retail footprint. Comparable to Burdock as a category specialist in hunting and fishing equipment with strong brand portfolios and destination-store formats.
• Decathlon: Global sporting goods retailer with a significant Nordic store footprint and broad multi-category assortment including hunting-adjacent outdoor equipment. A larger incumbent competitor in the Nordic sporting goods market, though less specialized in hunting and fishing than Burdock's chains.

Regional players

• Partioaitta: Finnish outdoor equipment retailer specializing in hiking, camping, and outdoor recreation products. Comparable to Burdock's broader outdoor equipment assortment and outdoor enthusiast customer base, though operating in Finland rather than Burdock's core geographies.
• Sport1 (Finland): Finnish sporting goods chain with multi-category sporting goods assortment. Comparable to Burdock's Nordic retail chains in customer base and category scope, though operating in adjacent Finland rather than Burdock's Sweden/Norway/Denmark footprint.

Direct peers

• Stadium: Major Swedish sporting goods chain with broad multi-category assortment including hunting-adjacent outdoor equipment. Comparable to Burdock as a Nordic specialty sporting goods retailer serving similar consumer segments, though Stadium is broader in category scope.
• Sportamore: Nordic online-first sporting goods retailer offering apparel, footwear, and equipment across multiple sport categories. Comparable to Burdock as a Nordic sporting goods competitor targeting similar consumer segments, though with a pure-play e-commerce model rather than franchise retail.
• Naturkompaniet: Swedish outdoor specialty retailer owned by Fenix Outdoor, focused on hiking, outdoor, and nature-based recreation. Comparable to Burdock's broader outdoor equipment offering and overlapping customer base among outdoor enthusiasts in the Nordics.
• XXL ASA: Norwegian-headquartered sporting goods retailer with a multi-category offering across hunting, fishing, and outdoor equipment in the Nordic region. Directly comparable to Burdock's Jaktia and Interjakt chains in geography, customer base, and product mix, and is the most relevant Nordic retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/burdock-outdoor-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries17 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 Burdock Outdoor Group