IsFritt

What IsFritt does

IsFritt AS is a privately held Norwegian company founded in 2007 and headquartered in Grålum, Norway, operating with a small team of approximately five employees. The company manufactures modular outdoor heating mats made of vulcanized rubber with integrated heating cables, rated IP68 for outdoor use, designed to keep stairs, entrances, walkways, and gangways free of snow and ice throughout the Nordic winter. The product line includes six mat sizes ranging from 25x70 cm stair mats to 150x90 cm walkway/patio mats (priced from approximately 1,039 NOK to 6,999 NOK), all designed to daisy-chain in series on a single power circuit. Supporting accessories include power cables with and without integrated earth-leakage circuit breakers, thermostats with frost-guard and air-sensor variants, WiFi smart plugs for app control, and extension cables.

Beyond the core heating mat business, IsFritt has expanded into adjacent categories including fiberglass anti-slip stair nosings, strips and boards, the SafetyMAT and STOP Mat walkway systems, and universal design products (tactile dots, contrast markings) for accessibility compliance. The company also operates a separate Smartis sub-brand selling rotomolded cooler boxes and cooler backpacks. The business model is primarily direct-to-consumer e-commerce through isfritt.com with Klarna payment options, complemented by a Norwegian reseller network (Forhandlere) and direct enterprise sales including site visits and quotes for larger installations. A financing partnership with DLL Group supports lease arrangements for commercial customers. Customer segments span private homeowners and housing cooperatives (Borettslag/Sameie) as primary, with commercial properties, government and public sector clients (including Fredrikstad kommune, Forsvarsbygg, the US and British Embassies, and Finansdepartementet), maritime operators (Havyard, ferry gangway deployments), aquaculture, and accessibility-driven public infrastructure projects as secondary segments. All operations are domestic to Norway; no international geographic expansion is evidenced.

Name

IsFritt

Legal name

IsFritt AS

Website

https://isfritt.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

IsFritt AS is a Norwegian manufacturer founded in 2007 that produces modular vulcanized rubber outdoor heating mats and anti-slip products to keep stairs, entrances, walkways, and gangways free of snow and ice, serving homeowners, housing cooperatives, municipalities, and commercial customers across Norway through DTC e-commerce, resellers, and direct enterprise sales.

Ownership category

akta.pro rank

Product category

Outdoor Heating Equipment

NAICS

Heating Equipment (except Warm Air Furnaces) Manufacturing (333414)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro industry

PRIMARYIMAHAKAE

Chillers & Cooling Plant Equipment

Industrials, Manufacturing & Construction/Industrial Machinery & Heavy Equipment/Refrigeration, HVAC & Thermal Equipment

Keywords

• Outdoor heating mats
• Ice and snow melting
• Rubber heating solutions
• Entrance heating mats
• Ramp and walkway heating

Headquarters

HQ city

Grålum

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Heating Mat Sales: One-time hardware sales of heating mats in various sizes for outdoor use. Products include stair heating mats, walkway mats, and entrance mats made of vulcanized rubber with integrated heating cables.
2. Accessories Sales: Sales of complementary products including power cables, thermostats, frost guards, extension cables, mounting accessories, and smart WiFi plugs for controlling the heating systems.
3. Smartis Cooler Products: Rotomolded cooler boxes and cooler backpacks that keep items cold for up to 5 days, sold as part of the product portfolio

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

IsFritt AS manufactures and sells electric outdoor heating mats made of vulcanized rubber with integrated heating cables, designed to melt ice and snow on entrances, walkways, driveways, stairs, and ramps. The company offers a range of standard mat sizes, complementary anti-slip products, a cooler bag, and the SnowGuard automated snow/ice detection system, and ships these products directly to homeowners, businesses, housing cooperatives, and public-sector customers in Norway.

Product overview

IsFritt AS is Northern Europe's leading manufacturer of modular outdoor heating mats for snow and ice prevention, established in 2007. The core product line consists of IsFritt heating mats made of vulcanized rubber with integrated heating cables (IP68 rated, 230V), available in six sizes (25x70 cm, 27x95 cm, 60x90 cm, 100x90 cm, 150x40 cm, 150x90 cm) that can be daisy-chained together. These are complemented by a non-slip protection product line including anti-slip stair nosing, strips, and boards made from fiberglass, plus SafetyMAT and STOP Mat for walkway and universal accessibility applications. The Smartis sub-brand offers rotomolded cooler boxes and cooler backpacks that keep contents cold for up to 5 days. Supporting accessories include power cables, extension cables, thermostats (frostguard, air sensor), WiFi smart plugs for app control, mounting hardware, and cable protection. Tactile surface indicators (tactile dots, guidance strips, contrast markings) round out the universal design product category.

Differentiator

Problem solved

Functional benefit

Brands

• Smartis: A series of products designed to make everyday life easier, starting with rotomolded coolers that keep items cold for 5 days and an ultralight cooling backpack.

Products and services

• IsFritt outdoor heating mats
• IsFritt anti-slip products
• SnowGuard snow and ice detection system
• IsFritt cooler bag

Quantifiable outcome

• Nearly eliminated slip accidents at ferry gangways - antall uhell ble nærmest borte over natten
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nuheat (a Watts brand): Nuheat manufactures electric radiant floor heating mats and snow melting systems. Comparable to IsFritt's electric resistance heating mat technology, though primarily focused on indoor floors and roof de-icing in North America.
• HeatTrak: HeatTrak is a US-based manufacturer of outdoor electric heating mats for stairs, walkways, and driveways. Directly comparable to IsFritt in product category (modular snow-melting mats), target customer (residential and commercial), and business model (DTC + B2B).
• Heatizon Systems: Heatizon Systems makes electric radiant snow melting and roof de-icing systems using cables and mats. Directly competes in the outdoor heating mat/cable category serving walkways, ramps, and stairs.
• WarmlyYours: WarmlyYours manufactures electric radiant heating products including snow-melting mats and cables for outdoor use. Comparable to IsFritt in technology (electric resistance heating) and target market (residential and light commercial snow/ice management).
• Thermogroup (Thermafloor/Thermowave): Thermogroup manufactures electric underfloor and outdoor heating systems including snow melting solutions. Comparable to IsFritt in heating mat technology and B2B/B2C sales approach across residential and commercial projects.

Regional players

• HeatMat (Denmark): HeatMat is a Scandinavian manufacturer of electric heating mats and cables for indoor and outdoor use. Comparable to IsFritt in products (heating mats) and Nordic climate focus, but operates in Denmark and broader Europe rather than primarily Norway.

Broad incumbents

• Danfoss A/S: Danfoss is a large Danish manufacturer of heating, cooling, and electrical components, including ground and roof heating systems. Comparable as an established player in Nordic heating solutions with broader industrial scale than IsFritt's niche focus.
• EasyHeat (Emerson): EasyHeat, part of Emerson, is a broader manufacturer of freeze protection and surface heating products including heating cables and mat systems. Larger incumbent with overlapping product functionality but a wider portfolio serving industrial and commercial customers.
• nVent Electric (NVENT): nVent offers electric heat tracing and surface heating solutions for snow and ice prevention across commercial and industrial buildings. A global incumbent with a much wider product portfolio that overlaps IsFritt's de-icing applications.

Others

• Asphalt Systems / Tuff Span: King Electric is a manufacturer of electric heating products including snow melting mats and cables. Adjacent competitor in the outdoor electric heating mat category with a broader North American distribution footprint than IsFritt.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/isfritt
• Instagraminstagram.com/isfritt
• LinkedInlinkedin.com/company/isfritt

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 IsFritt