What Jakt & Friluft does

Jakt & Friluft AS is a privately held Norwegian specialty retailer founded in 1989 and headquartered in Arendal, operating a hybrid physical-and-online storefront under the brand Jakt & Friluft. The company self-describes as Norway's largest hunting and weapon retailer and serves Norwegian consumers across three primary use cases: hunting (jakt), outdoor recreation (friluftsliv), and fishing (fiske), with a supporting apparel (klær) category spanning jackets, footwear, base layers, and accessories for Norwegian weather conditions. Its assortment is unusually broad for a Nordic retailer of its size, covering rifles, shotguns, combination guns, handguns, airguns, ammunition across multiple calibers, optics (including thermal and night vision), home reloading components, weapon storage and accessories, game-processing equipment, plus fishing rods, reels, lures, ice-fishing gear, and full outdoor categories including tents, backpacks, sleeping systems, and cooking equipment.

The business is built on a standard e-commerce platform (jaktogfriluft.no) complemented by two physical showrooms in Arendal and Gjøvik, with click-and-collect bridging the channels. Weapons and ammunition are shipped via Bring/Posten, and the company assists customers with Norwegian police weapon permit applications as part of the purchase flow — a regulatory service layer that is unusual for a retailer of its scale and represents a meaningful structural differentiator. Brand partnerships span premium hunting (Benelli, Perazzi, Blaser, Leupold, Hornady, Nosler, Barnes) and Scandinavian outdoor apparel (Fjällräven, Härkila, Seeland, Deerhunter, Swedteam, Aclima). The marketing mix includes the website, an educational blog, email newsletter, and active social media on Instagram, YouTube, and Facebook.

Revenue is generated entirely through one-time retail transactions at unit prices across a wide range from budget accessories to premium optics and firearms, priced in NOK including VAT, with free shipping over 3000 NOK, click-and-collect, and multiple payment methods including Vipps and Riverty installment. Outlet and Partikjøp (bulk-purchase) channels monetize discounted and surplus inventory. Customer concentration is low (direct-to-consumer long tail), no parent company, venture backing, or institutional investment is identified, and the company operates with approximately 13 employees.

Name

Jakt & Friluft

Legal name

Jakt & Friluft AS

Website

https://jaktogfriluft.no

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Jakt & Friluft AS is a Norwegian specialty retailer, founded 1989 in Arendal, operating two physical stores and the jaktogfriluft.no e-commerce platform to sell hunting weapons, ammunition, outdoor gear, fishing equipment, and apparel to Norwegian hunters, anglers, and outdoor enthusiasts.

Ownership category

akta.pro rank

Product category

Hunting & Outdoor Equipment Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Firearms & Ammunition Retail (CRAMAKAA), Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD), Ice Fishing Specialty Retail (CRAMALAE), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE), Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Hunting equipment retail
• Outdoor sporting goods
• Fishing equipment
• Outdoor clothing
• Weapon retail

Headquarters

HQ city

Arendal

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sale of hunting equipment, weapons, ammunition, optics, outdoor clothing, footwear, fishing gear, and accessories through both physical stores and online e-commerce platform. Single transaction purchases, not subscription-based.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Jakt & Friluft AS is Norway's largest hunting and weapon retailer, operating physical stores in Arendal and Gjøvik alongside a nationwide e-commerce platform at jaktogfriluft.no. The company sells hunting weapons (rifles, shotguns, combination guns, handguns), ammunition, optics, home reloading equipment, hunting and outdoor clothing, fishing gear, camping equipment, and outdoor lifestyle products to Norwegian consumers. The company also assists customers with Norwegian weapon permit applications through the police system.

Product overview

Jakt & Friluft is Norway's largest hunting and outdoor e-commerce platform offering a comprehensive portfolio of products across four main categories: Hunting (jakt), Clothing (klær), Outdoor Life (friluftsliv), and Fishing (fiske). The platform operates as an e-commerce marketplace combining its own inventory with multiple brand partnerships. The Hunting division encompasses weapons, ammunition, optics, home reloading equipment, weapon accessories, shooting requisites, hunting equipment, game processing tools, and air guns. The Clothing section provides complete outdoor apparel including jackets, pants, footwear, underwear, and accessories. Outdoor Life covers backpacks, sleeping equipment, cooking gear, knives, lighting, tents, and camping furniture. Fishing includes rods, reels, lines, lures, and specialized clothing. The company also operates Outlet and Partikjøp (bulk purchase) channels for discounted inventory. Major brand partners include Hornady, Nosler, Fjällräven, Barnes, Benelli, Perazzi, Leupold, Seeland, Härkila, Deerhunter, Swedteam, Aclima, and Blaser.

Differentiator

Problem solved

Functional benefit

Products and services

• Jakt (Hunting) department Comprehensive hunting department offering weapons (rifles, shotguns, combination guns, handguns, salongrifler, air guns), ammunition (rifle, shotgun, rimfire, handgun), optics (scope sights, night optics, binoculars, rangefinders, red dot sights, mounts), home reloading components (bullets, primers, cases, gunpowder, reloading sets, dies), weapon accessories (storage cases, gun safes, suppressors, slings, magazines, stocks, chokes), shooting requisites (hearing protection, rests, cleaning/maintenance), hunting equipment (hunting radios, traps, decoy hunting, game cameras, camouflage, GPS, dog trackers), and game processing equipment (game nets, slicers, meat grinders, sausage stuffers, vacuum packers, drying/smoking). For weapon purchases, the company assists with Norwegian police permit applications.
• Klær (Clothing) department Outdoor and hunting apparel department covering jackets (hunting jackets, insulated jackets, outdoor jackets), pants (hunting pants, outdoor pants, shorts), footwear (hunting boots, mountain shoes, terrain shoes, snowshoes/crampons, winter shoes, shoe care), underwear (bottoms, tops, boxers/BH, socks), vests, sweaters, T-shirts, shirts, hunting/tour suits, rain gear, and accessories (beanies, caps, gloves, mittens, neck gaiters/balaclavas, belts, suspenders, gaiters, clothing maintenance).
• Friluftsliv (Outdoor Life) department Outdoor recreation department covering backpacks and bags (hiking packs, hunting packs, day packs, waist packs, pack bags, child carriers), sleeping bags and sleeping pads, food and cooking equipment (freeze-dried meals, thermoses, cookware, stoves, coolers), knives, axes, and saws with sharpening tools, lighting (headlamps, flashlights, camping lights), canoes, first aid and hygiene products, tents (mountain tents, lavvo, hammocks), and tent accessories (tarps, camping furniture, air mattresses).
• Fiske (Fishing) department Full fishing department covering rods (spinning rods, sea fishing rods, multiplier rods, fly rods, trolling rods), reels (spinning reels, multiplier reels, fly reels, closed reels), fish-ing sets (freshwater, sea trout, sea fishing, fly fishing, lake fishing, trolling, juniors), lines (multifilament, monofilament, fly lines, leaders), lures and bait (spoons, spinners, wobblers, softbaits, coastal wobblers, pilkers, hook sets, jig heads, sinkers, hooks, floats, swivels, bait), equipment and accessories (tools, nets, electronics, boat accessories), storage solutions, fishing clothing (sunglasses, headwear, fishing vests, wading jackets, wading pants, wading shoes, flotation gear), and ice fishing equipment (ice augers, ice fishing lures).
• Outlet and clearance channel Discounted and clearance sales channel offering reduced-price ammunition, fishing equipment, home reloading components, hunting gear, outdoor equipment, clothing, optics, and footwear across all main departments.
• Partikjøp (Bulk Purchases) channel Online-only bulk and closeout purchase channel providing discontinued items and surplus inventory bought from suppliers at favorable prices, available to Norwegian customers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• XXL ASA: Was Norway's largest multi-category sporting goods retailer, with overlapping hunting, outdoor, fishing, and apparel assortment and a comparable Nordic omnichannel footprint.
• Jaktia: Finnish hunting specialty retailer offering weapons, ammunition, optics, hunting clothing, and outdoor gear — same category focus and Nordic market dynamics as Jakt & Friluft.
• Sportamore: Nordic online sporting goods retailer carrying outdoor, hunting-adjacent, and apparel categories; shares the e-commerce-led Nordic DTC retail model with Jakt & Friluft.
• Addnature: Nordic online outdoor specialist with strong camping, hiking, and outdoor apparel range; comparable as a Nordic digital-first outdoor equipment retailer.
• Hervor's: Sweden's leading hunting-specialty retailer, directly comparable as a Nordic e-commerce + brick-and-mortar store focused on weapons, ammunition, optics, and hunting apparel with strong brand assortments.
• Naturkompaniet: Swedish outdoor and hunting-adjacent retailer operating physical stores and e-commerce with deep apparel, footwear, and outdoor equipment assortments across the Nordic market.

Broad incumbents

• Bass Pro Shops: North America's largest hunting, fishing, and outdoor specialty retailer; not a direct competitor by geography, but the benchmark for category-spanning hunting/outdoor omnichannel retail models.
• Intersport: Global sporting goods retailer with Norwegian operations carrying hunting, outdoor, fishing, and apparel categories; broader portfolio but overlapping assortment and customer segments.
• Stadium: Nordic sporting goods chain with broad sporting apparel, footwear, and outdoor equipment assortment; overlapping customer segments but lower hunting/fishing specialization.
• Decathlon: Global sporting goods giant with Norwegian stores offering hunting, fishing, hiking, and outdoor categories at value price points; competes on breadth rather than specialty depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/jaktogfriluftas
• Facebookfacebook.com/JaktOgFriluft
• Instagraminstagram.com/jaktogfriluftas
• LinkedInlinkedin.com/company/jakt-&-friluft

Revenue estimate

Valuation estimate

Number of profiles

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 Jakt & Friluft