Lífland

What Lífland does

Lífland is an Icelandic retail company founded in 1917 that operates a multi-category retail platform serving rural, agricultural, and equestrian customers across Iceland. Its core offerings span horse supplies (feed, supplements, tack, riding equipment, apparel from brands such as Ariat, Kingsland, Mountain Horse, and Pavo), pet supplies, work and outdoor clothing, agricultural equipment (including GEA milking systems and barn fittings), and home/business supplies. The company also produces and sells its own Kornax flour brand (Manitoba wheat, whole wheat, rye, specialty flours) in bulk 25kg bags and consumer packaging, and operates a Nesbú sub-brand for agricultural inputs such as seeds and fertilizers. Beyond products, Lífland provides advisory services including feed consulting, forage analysis, and barn equipment servicing.

The business operates through six physical retail stores located across Iceland (in Reykjavík, Akureyri, Borgarnes, Blönduós, Hvolsvöllur, and Selfoss) plus an administrative headquarters in Reykjavík, supported by a nationwide e-commerce storefront (vefverslun) and a phone-based sales channel for bulk and account orders. Food/flour products (matvara) are not available for online purchase and must be ordered through sales representatives. Headcount is 29 employees and the company is privately held with no disclosed parent company, institutional investors, or capital structure. Marketing is conducted through email newsletters, Facebook, Instagram, YouTube, and content marketing via the Kornax recipe library and its annual Smákökusamkeppni Kornax cookie competition (2020–2025).

Name

Lífland

Legal name

Lífland

Website

https://lifland.is

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

11–50 employees

Short description

Lífland is a privately held Icelandic multi-category retailer founded in 1917, operating six physical stores and an e-commerce platform selling equestrian supplies, agricultural equipment, pet supplies, clothing, and its own Kornax flour brand, serving rural households, farmers, and horse owners across Iceland.

Ownership category

akta.pro rank

Product category

Agricultural and Equestrian Retail

NAICS

Farm Supplies Merchant Wholesalers (42491), Nursery, Garden Center, and Farm Supply Retailers (44424), Pet and Pet Supplies Retailers (45991), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190), Wholesale-Groceries & Related Products (5140), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Livestock & Pasture Supply Retail (Feed Supplements, Animal Health Inputs) (AFABAJAJ)

akta.pro secondary industries

Equine Forage Products (Hay Cubes, Chaff, Alfalfa Pellets) (AFADAEAC), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH), Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming) (CRAOAKAB)

Keywords

• Equestrian retail supplies
• Agricultural equipment sales
• Horse feed products
• Rural lifestyle goods
• Flour milling products

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Lífland generates revenue through the sale of physical products across multiple categories: equestrian supplies, horse feed and supplements, agricultural equipment, clothing, pet supplies, and household goods. Products are sold through physical retail locations and an online store.
2. Own Brand Products (Kornax Flour): Lífland produces and sells its own brand of flour products under the Kornax label, including Manitoba wheat flour, whole wheat flour, rye flour, and various specialty flours. These are sold in bulk 25kg bags and consumer packaging.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lífland operates a multi-category rural and lifestyle retail business across Iceland, selling equestrian supplies, horse feed and supplements, agricultural equipment (including GEA milking systems), pet supplies, weather-appropriate clothing and footwear, and home and business supplies. It owns and produces the Kornax flour brand and offers agricultural advisory services such as forage analysis and feed consulting. Distribution is through six physical retail stores across Iceland plus a nationwide e-commerce storefront.

Product overview

Lífland is an Icelandic retail company operating as a multi-category retail platform with both physical stores and e-commerce. The company offers a diverse portfolio organized around several product/service categories: (1) Kornax - its own flour and baking products brand producing various wheat flours, whole wheat, rye, and bran; (2) Nesbú - agricultural brand offering seeds and fertilizers; (3) Horse supplies including feed, supplements, tack, and riding equipment; (4) Pet supplies for various companion animals; (5) Clothing and footwear for equestrian and outdoor use including brands like Ariat, Kingsland, Mountain Horse, and uvex; (6) Agricultural equipment and services including GEA milking systems and barn equipment; (7) Home and business supplies; and (8) Advisory services for agriculture and animal care including feed consulting and forage analysis. The company operates multiple retail locations across Iceland including Reykjavík, Akureyri, Borgarnes, Blönduós, Hvolsvöllur, and Selfoss.

Differentiator

Problem solved

Functional benefit

Brands

• Kornax: A flour and bakery products brand belonging to Lífland, featuring various types of wheat flour including Manitoba hveiti, Rautt hveiti, and rye flour for home baking.
• Nesbú

Products and services

• Kornax Flour Brand Own-brand Icelandic-produced flour products (Manitoba wheat, whole wheat, rye, specialty flours, and bran) sold in bulk 25kg bags for commercial bakeries and smaller consumer packaging for home bakers. Distributed via sales representatives rather than online channels.
• Nesbú Agricultural Products Sub-brand offering agricultural inputs including seeds, fertilizers, and related farming supplies for Icelandic farmers and agricultural producers.
• Horse Supplies (Hestar) Complete range of horse care products including feed (Pavo, Kraftur), supplements, tack, grooming supplies, and riding equipment for Icelandic horse owners and riders.
• Clothing and Footwear (Fatnaður) Riding and outdoor clothing including rainwear, jackets, base layers, footwear, helmets, and accessories from leading equestrian and outdoor brands (Ariat, Kingsland, Mountain Horse, uvex), targeted at Icelandic weather conditions.
• Pet Supplies (Gæludýr) Pet food, supplements, grooming products, toys, and accessories for dogs, cats, and other companion animals.
• Agricultural Equipment (Landbúnaður) Agricultural equipment and supplies for farming operations including GEA milking equipment (GEA mjaltaþjónar), feeding systems (GEA Fóðurkerfi), barn fittings (Innréttingar), and related operational equipment.
• Home and Business Supplies (Heimilis- og rekstrarvara) General home and business supplies including protective clothing, fencing materials (girðingaefni), and operational equipment for households, farms, and small businesses.
• Services and Consulting (Þjónusta og ráðgjöf) Advisory services including feed consulting, forage sampling and analysis (Heysýnataka og fóðurráðgjöf), published materials on agriculture and animal care, and GEA barn equipment installation and support services for Icelandic farmers.

Segments5 records

Ideal customer profiles5 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 highlights4 records

Broad incumbents

• Musti Group: Nordics-focused pet specialty retailer (Musti, Arken Zoo, Animail). Comparable to Lífland's pet supplies category, but operating at scale across multiple Nordic countries with category specialization.
• DLG (Dansk Landbrugs Grovvareselskab): Major Danish agricultural cooperative distributing feed, grain, fertilizer, and farm supplies across Northern Europe. Comparable to Lífland in agricultural input distribution and farmer advisory, though serving a much larger geography.
• Lantmännen: Large Swedish agricultural cooperative operating across grain, feed, machinery, and food production. Comparable to Lífland as a Nordic agricultural platform with own-brand flour manufacturing and rural retail presence, but at vastly greater scale and scope.
• Danish Agro: Danish agricultural group with feed, crop inputs, machinery, and retail operations across the Nordics and Baltics. Comparable to Lífland in feed and farm input retailing with physical stores and B2B farmer services.

Direct peers

• Felleskjøpet Agri: Norwegian farmer-owned agricultural cooperative distributing feed, fertilizer, machinery, and farm supplies across rural Norway. Comparable to Lífland as a Nordic agricultural cooperative-style retailer with farm inputs, advisory services, and physical store presence serving a small-population Nordic market.
• Granngården: Swedish rural lifestyle and farm supply retailer with physical stores, e-commerce, and own-brand feed and gardening products. Comparable to Lífland as a multi-category rural retailer combining agricultural inputs, equestrian, pet, and country lifestyle categories in a small-population Nordic market.
• Hööks: Sweden's largest equestrian and country lifestyle retailer with physical stores and online sales across the Nordics. Directly comparable to Lífland in equestrian apparel, tack, feed, and riding equipment assortments targeting horse owners.

Emerging players

• Agradi: Dutch e-commerce specialist in equestrian, pet, and country lifestyle categories. Comparable to Lífland's equestrian and pet categories but competing via digital-only model that may pressure physical retailers in standardized SKUs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xfacebook.com/liflandsfesbok
• YouTubeinstagram.com/liflandverslun
• Facebookfacebook.com/liflandsfesbok
• LinkedInlinkedin.com/company/lifland

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 Lífland