Moods

What Moods does

Moods of Norway is a Norwegian fashion and lifestyle brand founded in 2003 in Stryn, Western Norway, by Jan Egil Flo and a group of friends. It designs, produces, and sells a primarily men's clothing assortment — formal suits and blazers, jackets, shirts, knitwear, t-shirts, denim and trousers, underwear and base layers, and accessories — using natural materials such as linen, cotton, and wool, plus a children's line under the 'Barn' collection. The company also operates a registered trademark ('Moods of Norway®') and a customer loyalty program called 'Universe' that offers early access to new collections, 10% bonus points, and discount vouchers.

The business is run direct-to-consumer through a Shopify-powered e-commerce store (moodsofnorway.no) and a small physical footprint that includes a flagship in Stryn plus a network of external retail stores across Norway. Shipping is limited to Norwegian addresses with 1–4 business-day delivery and free shipping on orders above 1,000 NOK. The underlying technology stack is standard Shopify with no proprietary AI, API, or integration layer disclosed.

Moods of Norway makes money through one-time retail sales of its apparel and accessories, plus loyalty-driven repeat purchases via Universe. The brand sells primarily to Norwegian consumers who value local heritage, quality natural materials, and functional, playful design. After a period of international expansion under the original founders, the founding group departed and a new team led by CEO Petter Hammer (with the company since 2010) has been rebuilding the brand since the early 2020s — relaunching the online store, releasing new seasonal collections such as the Snølys Winter 2025 and The Visnes Collection (a 2026 collaboration with Visnes Hotel), and growing domestic retail distribution. The company is privately held with approximately 40 employees and no disclosed external investors.

Name

Moods

Legal name

Moods of Norway

Website

https://moods.no

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Moods of Norway is a privately held Norwegian fashion and lifestyle brand headquartered in Stryn that sells men's, children's, and accessory apparel direct-to-consumer via a Shopify e-commerce store and a network of Norwegian retail stores. It serves Norwegian consumers seeking locally designed clothing made from linen, cotton, and wool.

Ownership category

akta.pro rank

Product category

Apparel and Fashion

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industry

Special-Occasion & Formalwear Department Stores (CRAGAGAG)

Keywords

• Norwegian fashion brand
• Men's casual clothing
• Wool knitwear apparel
• Heritage clothing Norway
• Scandinavian lifestyle apparel

Headquarters

HQ city

Stryn

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: The company generates revenue through direct sales of its clothing and accessories product lines including suits, jackets, shirts, knitwear, t-shirts, underwear, jeans, trousers, shorts, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Moods of Norway is a Norwegian fashion and lifestyle brand that designs, sources, and sells a complete men's wardrobe — formal suits, jackets, shirts, knitwear, t-shirts, jeans, trousers, shorts, underwear, and accessories — as well as a children's clothing line. Products are manufactured using natural materials (linen, cotton, wool), sold primarily through the brand's Shopify e-commerce store and a flagship store in Stryn with additional retail partners across Norway. The brand also operates the Universe customer loyalty program.

Product overview

Moods of Norway is a Norwegian fashion and lifestyle brand with strong local roots in Stryn, Vestlandet. The brand offers a complete men's wardrobe through its e-commerce platform, organized into five core product categories: Dress (suits, blazers, dress trousers, vests), Overdeler (jackets, shirts, sweaters, t-shirts, piquet), Underdeler (jeans, trousers, shorts), Undertøy (underwear, boxers, pajamas, socks, wool base layers), and Tilbehør (accessories including belts, caps, beanies, scarves, ties). The brand also offers children's clothing and operates a loyalty program called Universe. The brand philosophy emphasizes high quality, Norwegian craftsmanship, and sustainable design using natural materials like wool, cotton, and linen. Collections draw inspiration from local Stryn culture, nature, and heritage. Products are primarily sold through the Shopify-powered e-commerce store with shipping within Norway.

Differentiator

Problem solved

Functional benefit

Brands

• Universe: Customer loyalty program offering early access to new products, 10% bonus on purchases, and 'traktorsjekk' (tractor check) reward vouchers.

Products and services

• Dress (Suits, Blazers, Dress Trousers, Dress Vests)
• Overdeler (Tops)
• Underdeler (Bottoms)
• Undertøy (Underwear)
• Tilbehør (Accessories)
• Barn (Children's Clothing)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Regional players

• KappAhl: Swedish family-focused fashion retailer operating across the Nordics. Comparable assortment scope (family wardrobe) and D2C-plus-stores model, though headquartered in Sweden rather than Norway.

Broad incumbents

• Helly Hansen: Large Norwegian-founded performance and casual apparel brand with global distribution. Comparable on country-of-origin and apparel category, though it operates at far greater scale and focuses on technical/performance wear.
• H&M: Swedish-founded fast-fashion incumbent operating globally. While at much larger scale and lower price point, it competes with Moods of Norway for Norwegian consumers' casual and seasonal apparel spend.

Direct peers

• Dale of Norway: Norwegian heritage apparel brand best known for knitwear (Marius-pattern sweaters) and traditional crafts. Like Moods of Norway, it monetizes Norwegian cultural identity through premium clothing and targets both domestic and heritage-conscious international consumers.
• Dressmann: Norwegian men's formalwear and everyday apparel chain owned by Varner. Directly competes with Moods of Norway on suits, blazers, dress trousers, and men's wardrobe staples in the Norwegian market.
• Bergans: Norwegian heritage outdoor and lifestyle brand producing apparel and gear rooted in Norwegian nature. Highly comparable to Moods of Norway's positioning around local craftsmanship, natural materials, and Norwegian design heritage.
• Cubus: Norwegian mass-market apparel retailer offering everyday clothing for men, women, and children. Competes with Moods of Norway across casual categories within the same domestic Norwegian footprint.
• Norrøna: Norwegian premium outdoor apparel and equipment brand, family-owned with Norwegian design and manufacturing ethos. Closely parallels Moods of Norway's positioning on Norwegian craftsmanship, quality materials, and nature-inspired design.
• Stormberg: Norwegian outdoor and lifestyle apparel brand emphasizing sustainable materials and Norwegian outdoor heritage. Comparable positioning to Moods of Norway on natural materials, sustainability story, and Norwegian lifestyle branding.

Emerging players

• Filippa K: Scandinavian minimalist fashion brand with strong Nordic design identity. Comparable to Moods of Norway on Scandinavian heritage-driven premium positioning and quality-materials philosophy, though targeting a more fashion-forward audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/moodsofnorway
• Instagraminstagram.com/moods.no
• LinkedInlinkedin.com/company/moods-no

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Moods