Defendo AS

What Defendo AS does

Defendo AS is a Norwegian private limited company (aksjeselskap), founded around 2004 and headquartered at Grev Wedels Plass 9 in Oslo, that operates as a specialty retailer of tactical, outdoor, and operational equipment. The company sells through a Shopify-powered e-commerce platform that supports both direct-to-consumer purchases and a dedicated B2B webstore for corporate customers operating under frame agreements. Its product portfolio spans protective vests (including NIJ 0101.04 and NIJ 0115.00-certified ballistic and stab-resistant models), tactical clothing, outdoor and survival gear, restraints for law enforcement, and custom profiling articles. Defendo is ISO-9001 and ISO-14001 certified, holds 100+ supplier and brand partnerships (including Swix, Helly Hansen, Brynje, Craft, Carinthia, and Hestra), and was named to the DN Gaselle 2024 list by Dagens Næringsliv.

Defendo serves a diversified customer base across military and law enforcement operators, Norwegian businesses procuring through frame contracts, organized sports clubs, and individual outdoor and tactical consumers. Its primary go-to-market motion is direct e-commerce, supported by Instagram and LinkedIn organic presence, a blog/news section, and dedicated B2B outreach via [email protected]. The company has secured strategic supply partnerships including Det frivillige Skyttervesenet (DFS), Norway's voluntary shooting federation, for which it acts as profiling clothing supplier, and Gausdal Sewing Industry (GSI) for domestic manufacturing capacity.

Revenue is generated through one-time unit-priced product sales, multi-year B2B frame agreements, and custom profiling services (printing, embroidery, engraving) priced at unit level with a minimum order quantity of ten units. Pricing is publicly listed in Norwegian Krone. The company is privately held with no disclosed external investors, and is led by CEO Geir Andre Moksness-Skaug. Domestic delivery typically completes within 2-5 business days, with international shipping available only by arrangement.

Name

Defendo AS

Legal name

Defendo AS

Website

https://defendo.no

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Defendo AS is a Norwegian specialty retailer that sells tactical, protective, and outdoor equipment via its Shopify e-commerce platform and B2B webstore, serving military, law enforcement, sports clubs, and corporate customers across Norway.

Ownership category

akta.pro rank

Product category

Tactical and Outdoor Equipment Retail

akta.pro primary industry

Public Safety & Law Enforcement Uniforms (CRAAALAC)

akta.pro secondary industries

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

Keywords

• Tactical equipment retail
• Outdoor gear supply
• Protective vests distribution
• Custom apparel profiling
• Law enforcement supplies

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Defendo generates revenue primarily through the sale of tactical, outdoor, and operational equipment via its Shopify online store. Product categories include clothing (fleece jackets, base layers, footwear), tactical gear (handcuffs, batons, protective vests), outdoor equipment (sleeping bags, compasses, fire starters), and profiling/branded apparel. Individual product pricing is listed publicly, with B2B-specific pricing available through corporate accounts.
2. B2B Corporate Agreements: Defendo offers dedicated corporate agreements (bedriftsavtaler) with customer benefits for businesses, providing structured B2B procurement with potential volume discounts and dedicated account management.
3. Profiling and Customization Services: Defendo provides custom profiling services including printing, embroidery, and engraving on clothing and equipment. Services include free design assistance, custom team/troop clothing, and Norwegian flag embroidery. A dedicated customer representative manages the process end-to-end, with a minimum order quantity of 10 units for custom apparel.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Defendo AS is a Norwegian e-commerce retailer that sells tactical, outdoor, and operational equipment — including clothing, protective vests, restraints, sleeping bags, and accessories — sourced from recognized brands such as Condor, Hestra, Casio, Carinthia, and Helly Hansen. The company also offers in-house custom profiling services (printing, embroidery, engraving) and dedicated B2B corporate agreements for businesses, military units, and voluntary organizations.

Product overview

Defendo AS is a Norwegian B2B tactical and operational equipment retailer offering a diverse product portfolio organized into main categories: Personal Hygiene products, Clothing (including troyer, tops, bottoms, shoes/boots, and gloves), Tactical Equipment (such as Condor Alpha Fleece Jacket, Hestra gloves, Casio watches), Protective Vests (including PGD-DELTA-IIIA, SAT Pollux Covert, FROG.PRO SAR Kit), Weight Equipment, Outdoor/Camping Equipment (Carinthia sleeping bags, backpacks, survival gear), Restraints for law enforcement, Belts, and Profiling Services (custom printing, embroidery, and engraving for military units and corporate clients). The company operates primarily as an e-commerce platform and offers B2B corporate agreements. Defendo serves Norwegian military, defense organizations, sports shooting clubs (Det frivillige Skyttervesenet), and corporate customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Condor Alpha Fleece Jacket Tactical fleece jacket with 285 GSM polyfleece, Oxford reinforcements, full zip with storm protection, multiple pockets, thumb holes, and adjustable hem. Priced at 719.20 NOK. Targeted at military, law enforcement, and outdoor users.
• Hestra Alvar Leather Gloves Leather gloves made from treated goatskin with fleece lining, water-resistant and durable, with touch-friendly fabric on index finger and thumb. Priced at 556.00 NOK. Targeted at tactical and outdoor users.
• Casio Classic AE-1500WH-8BVEF Watch Digital watch with large display, alarm, stopwatch, world time, backlight, and water resistance up to 100 meters. Priced at 478.40 NOK. Targeted at tactical and outdoor users.
• Casio Classic F-91W-1 Watch Iconic digital watch with alarm, stopwatch, backlight, and water resistance up to 30 meters. Priced at 398.40 NOK. Targeted at tactical and outdoor users.
• FROG.PRO SAR Kit Complete Complete Search and Rescue kit including Modular Reconnaissance Task Bag, Light Reconnaissance Harness, Abdominal Adapter, Orthos Med Pouch, Tourniquet Holder, and Task Bag Pad Air. Designed for high-precision rescue operations and targeting SAR professionals.
• PGD-DELTA-IIIA-Black Ballistic and Stab-Resistant Vest Ultra-lightweight ballistic and stab-resistant vest providing NIJ IIIA bullet protection and NIJ 0115.00 S1 stab protection up to 55 joules. Features Outlast PCM temperature regulation, 4.9mm thick, 1.35kg. Targeted at law enforcement and security professionals.
• SAT Soft NIJ 0101.04 IIIA Ballistic Protection Panel Ballistic protection panel with 360-degree protection and NIJ 0101.04 Level IIIA certification, surface weight 6.0 kg/m2, with waterproof and UV-protected fabric encapsulation. Targeted at law enforcement and security professionals.
• SAT Pollux Covert Vest Flexible and comfortable covert vest with Outlast temperature regulation technology, slim and discreet design worn under clothing with 360-degree torso protection and adjustable velcro straps. Targeted at law enforcement and security professionals.
• Profiling Services (Printing, Embroidery, Engraving) Custom branding and profiling services for military units, businesses, and voluntary organizations including printing, embroidery, engraving, and Norwegian flag application on clothing and equipment. Includes free design assistance and a dedicated customer representative. Minimum order quantity of 10 units per design.
• Bedriftsavtaler (Corporate Agreements / B2B Program) Dedicated B2B program providing structured procurement with frame agreements, volume pricing, dedicated account management, and access to a separate corporate webstore. Targeted at Norwegian businesses, military units, and sports organizations.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Det frivillige Skyttervesenet (DFS)coreStrategic or Co-development Partner · 21 January 2025Defendo entered a collaboration agreement to become the new supplier of profiling clothing for Det frivillige Skyttervesenet (DFS), Norway's voluntary shooting federation. The partnership provides shooting clubs access to a wider range of high-quality profiling apparel from brands including Swix, Helly Hansen, Brynje, and Craft, with custom design options and a dedicated ordering platform. DFS marked this as 'a new era' for their member clubs' profiling capabilities.
• SwixminorChannel Partner/ Reseller/ Distributor · 1 January 2025Defendo offers Swix sports clothing as part of its profiling apparel range for shooting clubs and sports organizations through the DFS partnership. Swix is a recognized brand in sports apparel.
• Helly HansenminorChannel Partner/ Reseller/ Distributor · 1 January 2025Helly Hansen products including shell jackets, hooded sweatshirts, and caps are available through Defendo's profiling program for DFS member clubs and B2B customers.
• BrynjeminorChannel Partner/ Reseller/ Distributor · 1 January 2025Brynje products are included in Defendo's profiling clothing assortment, offering additional options for sports clubs and organizations seeking high-quality technical apparel.
• CraftminorChannel Partner/ Reseller/ Distributor · 1 January 2025Craft technical apparel is featured in Defendo's custom profiling program for teams and organizations, providing summer and winter training clothing options alongside Brynje and Helly Hansen.
• Gausdal Sewing Industry (GSI)coreStrategic or Co-development Partner · 23 May 2024GSI is one of Norway's leading manufacturers of sewn products and components, with 38 years of experience in project management, product development, and production for Norwegian export-oriented industry and the Norwegian Armed Forces. The partnership supports Defendo's profiling and custom apparel manufacturing capabilities.
• ShopifycoreTechnology or IntegrationDefendo's e-commerce platform is powered by Shopify (shop ID: 72071020758), which handles online transactions, customer accounts, payment processing, and order fulfillment. Shopify's privacy policy and cookie policies apply to Defendo's online store operations.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Mechanix Wear: Global brand of high-performance work and tactical gloves and wearables sold to military, law enforcement, motorsports, and industrial users. Overlaps with Defendo's glove and protection category but operates as a broader incumbent with proprietary branded products.
• Blackhawk Products Group: Established US manufacturer/brand of tactical gear, holsters, body armor, and operational accessories for military, law enforcement, and outdoor users. Competes with Defendo in the protective and tactical equipment category as a much larger incumbent with proprietary products.
• 5.11 Tactical: US-based global leader in tactical apparel, footwear, and gear sold to law enforcement, military, and outdoor consumers. Overlaps with Defendo's tactical clothing and protective-equipment catalog but operates at much larger scale across multiple geographies.

Direct peers

• Milrab: Norwegian B2B supplier of operational and tactical equipment to military, police, and security buyers. Defendo's contact form is hosted on milrab.no, indicating shared ownership/operations; both sell comparable uniforms, tactical gear, and protective equipment to overlapping Norwegian defense and law-enforcement customers.
• Combat Store (Combat-Store.se): Swedish retailer of military, tactical, and outdoor clothing and equipment including hunting apparel and uniforms. Compares closely to Defendo on product range and target customers (military/security/shooting clubs) in a neighboring Nordic market.
• NFORCE Concept: European manufacturer and brand of tactical and operational clothing (pants, shirts, jackets) sold to military, law enforcement, and security end-users. Closely overlaps Defendo's apparel offering for public-safety and defense buyers in Europe.
• Pentagon Tactical Sports: Greek/European tactical apparel and footwear brand serving military, law enforcement, hunting, and outdoor consumers. Comparable in product breadth (tactical clothing, footwear, gloves, accessories) and customer segments (security forces, shooting/hunting sports).
• Snipershop.de: German online retailer of tactical, hunting, and outdoor gear including clothing, vests, restraints, and survival equipment. Closely comparable in catalog and DTC e-commerce model; serves a related but distinct Central-European customer base.
• Pro-Tactical: Norwegian retailer of military, police, hunting, and outdoor equipment including clothing, footwear, and tactical accessories. Directly comparable in product range, target customer mix (military/security/shooting clubs), and B2C/B2B go-to-market.

Regional players

• Granitarmé: Swedish retailer specializing in military surplus, tactical gear, and outdoor equipment. Comparable catalog (clothing, protective gear, restraints, outdoor) to Defendo but operates in a different Nordic market; useful proxy for cross-border expansion potential.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/defendo-as
• Instagraminstagram.com/defendo.no

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Defendo AS