Husfliden

What Husfliden does

Norsk Flid Husfliden is a Norwegian private retail company specializing in traditional Norwegian folk costumes (bunader) and related accessories. The company operates through two distribution channels: a nationwide network of 23+ owned physical stores spanning major Norwegian cities from Tromsø in the north to Kristiansand in the south, and an owned e-commerce platform at norskflid.no that supports click-and-collect fulfillment from all store locations. The company does not ship internationally, restricting the addressable market to Norwegian consumers.

The core product is the bunad, sold across regional variants for women, men, and children, plus an integrated accessories ecosystem: bunadsølv (regional silver jewelry from silversmiths such as Hillestad and Sylvsmidja), bunadsko from Klaveness Skofabrikk, bunadskjorter, silkesjal, storage and care products, yarn, and DIY material kits (materialpakker) that allow customers to sew their own bunad components. The underlying value chain is traditional Norwegian textile craftsmanship — hand embroidery (nupereller), regional weaving patterns, and silversmithing — rather than software or digital platforms; selected textile inputs carry Öko-Tex Standard 100 certification. Sub-brands include Vera&William (merino/silk undergarments) and the Busserull collection inspired by the classic Norwegian work shirt.

The business model is direct-to-consumer with unit-based pricing in Norwegian Krone. Prices range from approximately Kr 115 (basic socks) to Kr 11,700 (premium silver jewelry), with material kits priced Kr 250 to Kr 11,864. Revenue is generated from one-time product sales plus alteration services (omsøm). Marketing is conducted via the company website (which includes buying guides and care advice) and an email newsletter. The customer base is exclusively Norwegian consumers purchasing bunads for cultural occasions such as weddings, confirmations, national celebrations, and folk dancing, with segmentation by demographic (women, men, children) rather than by industry or enterprise size. The company is privately held, headcount 11-50, and based in Mo i Rana, Norway.

Name

Husfliden

Legal name

Norsk Flid Husfliden

Website

https://norskflid.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Norsk Flid Husfliden is a Norwegian direct-to-consumer retailer of traditional bunads, regional silver jewelry, shoes, and accessory kits, operating 23+ physical stores nationwide and an owned e-commerce platform serving Norwegian households for cultural occasions.

Ownership category

akta.pro rank

Headquarters

HQ city

Mo i Rana

HQ country

Norway

HQ region

Europe

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of bunads (traditional Norwegian costumes), bunad accessories, bunadsølv (silver jewelry), clothing, yarn and knitting supplies, and interior products through both physical stores and e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Norsk Flid Husfliden is a Norwegian traditional costume and craft retailer that sells bunads (Norwegian national folk costumes) and a full ecosystem of related accessories including bunadsølv (silver jewelry), bunadsko (shoes), bunadskjorter (shirts), silk scarves, and DIY material packages for self-sewing, complemented by alteration services (omsøm). The company operates 23+ physical retail stores across Norway and an e-commerce platform (norskflid.no) serving domestic customers only.

Product overview

Norsk Flid Husfliden is a Norwegian traditional costume and craft retailer offering bunads (traditional Norwegian national costumes) for women, men, and children across regional variants, complemented by a full ecosystem of bunad accessories including bunadsølv (silver jewelry), bunadsko (shoes), bunadskjorter (shirts), silkesjal (silk scarves), and storage/care products. The company also sells DIY materialpakker (material kits) for customers to sew portions of bunads themselves, alteration services (omsøm), and a selection of classic knitwear including the Busserull collection. Key product brands include Vera&William (wool/silk undergarments), and regional material kits for Vest-Agder and Vestfold. The product portfolio spans core bunad costumes, silver jewelry, clothing accessories, yarn and knitting supplies, and home interiors.

Differentiator

Problem solved

Functional benefit

Brands

• Vera&William: Norwegian-Italian brand creating natural underwear classics made from merino wool and silk since 2005

Products and services

• Bunader (Traditional Norwegian National Costumes) Traditional Norwegian national costumes (bunader) for women, men, and children, available in regional variants spanning all Norwegian counties (fylker). Customers place orders for complete bunads to be made and fitted through Norsk Flid's retail network and alteration service.
• Bunad Materialpakker (DIY Material Kits) Complete DIY material kits (materialpakker) enabling customers to sew portions of their own bunad, including skirts, vests, shirts, aprons, caps, bags, and accessories. Available for multiple Norwegian regions including Vest-Agder, Vestfold, Nordland/Troms/Finnmark, and Trøndelag.
• Bunadsølv (Bunad Silver) Silver jewelry and accessories specifically designed for traditional Norwegian bunads, including søljer (brooches), belt buckles, and regional silver pieces produced by Norwegian silversmiths (Hillestad, Sylvsmidja). Pricing ranges from Kr 325 to Kr 11,700.
• Bunadskjorter (Bunad Shirts) Shirts and blouses designed for wear under bunads, including standard cotton, linen, and hand-embroidered nuperelle (frilled) variants for men, women, and children. Some fabrics carry Öko-Tex Standard 100 certification. Pricing ranges from Kr 1,178 to Kr 4,258.
• Bunadsko (Bunad Shoes) Hand-sewn bunad shoes made from high-quality calfskin with traditional pewter buckles and leather soles, designed for traditional folk dancing. Manufactured exclusively for Norsk Flid by Klaveness Skofabrikk in models such as LARS, Britt, Kari, and Flid.
• Oppbevaring & Stell (Storage and Care Products) Storage and care products for bunads and wool garments, including garment bags, cedar moth balls (cedertrekuler) for moth protection, and dust rollers, to preserve fabric quality between uses.
• Omsøm (Bunad Alteration Service) Professional sewing and alteration service (omsøm) for adjusting bunads to ensure proper fit, offered through Norsk Flid's physical store locations across Norway.
• Silkesjal & Skjerf (Silk Scarves and Shawls) Silk scarves and shawls for bunads and festive dress, produced by Tyrihans with jacquard patterns in various seasonal colors. Also includes woven shawls from Vevstua v/Anne Merli featuring traditional bunadssjal, konglebord, and knute patterns.
• Smykkeskrin (Jewelry Boxes) Porcelain jewelry boxes designed for storing bunad silver, made of porcelain with airtight inner compartments in 3 tiers, produced by Telerosa with designs inspired by Norwegian traditions.
• Strømper & Undertøy (Socks, Stockings and Underwear) Socks, stockings, and undergarments for bunads, including cotton, merino wool/silk blends, including items by SAFA Samnanger Fabrikker, plus the Vera&William wool/silk undergarment line.
• Vera&William Wool and Silk Undergarment Collection Women's undergarments made from 85% merino wool and 15% silk with original lace details, designed for everyday and festive wear under bunads. Sub-brand of Norsk Flid Husfliden.
• Strikkeklassikere (Knitwear Classics) Classic knitwear including sweaters, cardigans, hats, mittens, scarves, and accessories inspired by traditional Norwegian patterns, sourced from suppliers such as Dale of Norway and Oleana.
• Busserull Collection Apparel collection inspired by the classic Norwegian Busserull work shirt, including jacket (skjortejakke, Kr 2,028) and dress (Idakjolen, Kr 1,068) variants produced in collaboration with Team Kameleon AS.
• Garn & Strikk (Yarn and Knitting Supplies) Yarn, knitting patterns, knitting needles, knitting kits (strikkepakker), and finished knitwear (ferdigstrikk) from suppliers such as Hillesvåg Ullvarefabrikk, Rauma Ullvarefabrikk, and Dale of Norway, supporting traditional Norwegian knitting projects.
• Interiør (Home Interiors) Home interior products including throws and pillows (pledd/puter), seat pads (sitteunderlag), and decorative items from Norwegian textile producers including Røros Tweed and Klippan.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• Dale of NorwaycoreOthersNorwegian knitwear manufacturer supplying traditional Norwegian sweaters and knitwear to Norsk Flid's retail network and online store.
• HillestadcoreOthersFamily-owned company producing traditional Norwegian silver jewelry (bunadsølv) including lauvsølje, hjertesølje, and other bunad accessories. Museum-quality reproductions of historical pieces.
• SylvsmidjaminorOthersSilver smith producing bunad-related silver items including cufflinks and other accessories.
• Klaveness Skofabrikk AScoreOthersNorwegian shoe manufacturer producing handcrafted bunad shoes (bunadsko) for Norsk Flid including models like LARS, Britt, Kari, and Flid. Exclusive production for Norsk Flid.
• TyrihansminorOthersProducer of silk scarves (silkesjal) and traditional shawls for bunads and festive clothing. Products feature jacquard patterns in seasonal colors.
• Team Kameleon AScoreOthersDevelops bunad shirts (bunadskjorter), bunad bags, and children's bunads in collaboration with Norsk Flid. Products manufactured in Lithuania with guaranteed ethical production.
• Vera&WilliamminorOthersNorwegian-Italian brand offering natural and organic underwear alternatives using 85% merino wool and 15% silk. High-end market positioning for eco-enthusiasts.
• SAFA Samnanger FabrikkerminorOthersNorwegian manufacturer producing merino wool and silk knee socks and stockings for bunads.
• International Cooperation (In Co)minorOthersSupplier of cedar balls (cedertrekuler) for moth protection and dust rollers for bunad and wool garment care.
• Bjørklund1925minorOthersNorwegian watchmaker and jewelry brand listed as supplier.
• Ekelund LinneveverietminorOthersSwedish textile manufacturer producing traditional linens and woven products.
• Hillesvåg UllvarefabrikkminorOthersNorwegian wool weaving factory producing yarn and woven wool products.
• Rauma UllvarefabrikkminorOthersNorwegian wool factory producing yarn including Lamullgarn and Inca yarn for bunad knitting projects.
• Røros TweedminorOthersNorwegian textile manufacturer producing tweed and wool products.
• OleanaminorOthersNorwegian manufacturer of traditional knitwear and textiles.
• TelerosaminorOthersProducer of porcelain jewelry boxes (smykkeskrin) for storing bunad silver jewelry, including designs inspired by Norwegian traditions.
• Vevstua v/Anne MerliminorOthersArtisan producer of woven shawls including bunadssjal with konglebord and knute patterns, and wool shawls in various colors.
• Norsk Flid ArendalcoreOthersRegional Norsk Flid store in Arendal, part of the Husfliden network.
• Norsk Flid BergencoreOthersRegional Norsk Flid store in Bergen, part of the Husfliden network.
• Norsk Flid FagernescoreOthersRegional Norsk Flid store in Fagernes, part of the Husfliden network.
• Norsk Flid HallingdalcoreOthersRegional Norsk Flid store in Hallingdal, part of the Husfliden network.
• Norsk Flid HønefosscoreOthersRegional Norsk Flid store in Hønefoss, part of the Husfliden network.
• Norsk Flid LofotencoreOthersRegional Norsk Flid store in Lofoten, part of the Husfliden network.
• Norsk Flid TrondheimcoreOthersRegional Norsk Flid store in Trondheim, part of the Husfliden network.
• Norsk Flid ÅlesundcoreOthersRegional Norsk Flid store in Ålesund, part of the Husfliden network.
• Vestfold MaterialpakkerminorOthersProducer of material packages for Vestfold region bunads including skirts, caps, bags, and accessories.
• Vestagder MaterialpakkerminorOthersProducer of material packages for Vest-Agder region bunads including skirts (rynkestakk, stripestakk, plissestakk), vests, shirts, and accessories.
• Nordland, Troms, Finnmark MaterialpakkerminorOthersProducer of material packages for Northern Norway regional bunads.
• Trøndelag MaterialpakkerminorOthersProducer of material packages for Trøndelag region bunads.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hestra: Swedish heritage glove maker producing traditional and outdoor handwear with deep roots in Scandinavian craft. Comparable to Norsk Flid as a Scandinavian heritage apparel/accessory brand that combines traditional craftsmanship with broader product lines and a much larger global distribution footprint.

Direct peers

• Oleana: Norwegian manufacturer of traditional knitwear, woven textiles, and folk-inspired garments sold through its own channels and selected retailers. Comparable to Norsk Flid as a domestic producer of heritage Norwegian apparel and textiles targeting similar cultural-consumer occasions.
• Dale of Norway: Iconic Norwegian heritage knitwear manufacturer producing traditional sweaters, bunad knitwear, and folk-pattern garments. Comparable to Norsk Flid because it occupies the adjacent Norwegian-heritage textile category and is both a supplier and a competing retail/brand presence in traditional Norwegian apparel.
• Husfliden (chain): Norway's umbrella chain of Husfliden craft and traditional-costume stores; Norsk Flid operates within this network alongside other regional Husfliden retailers. Comparable as a directly overlapping retail format selling bunads, accessories, and Norwegian craft goods in the same domestic market.
• Røros Tweed: Norwegian heritage textile brand producing tweed blankets, wool products, and interior goods from the Røros region. Comparable to Norsk Flid as a Norway-based heritage craft/textile brand selling curated products through own-brand and partner channels.

Others

• Hillestad: Norwegian family-owned silversmith producing traditional bunadsølv and museum-quality silver reproductions. A core Norsk Flid supplier, comparable as a maker of the curated traditional silver accessories that anchor the bunad-accessory ecosystem.
• Ekelund Linneveveriet: Swedish heritage linen weaver producing traditional towels, throws, and woven textile products. Comparable to Norsk Flid as a Nordic heritage textile producer supplying curated Scandinavian home and apparel textiles through specialty retail channels.
• Klaveness Skofabrikk: Norwegian manufacturer of handcrafted bunadsko (folk-dance shoes) for Norsk Flid on an exclusive production basis. Comparable as an adjacent traditional-apparel producer operating in the bunad accessories supply chain with shared Norwegian craftsmanship identity.
• Heimen Husflidslag: National Norwegian craft organization that supports the Husflid movement and local craft shops/bunad makers. Comparable because it represents the broader Husflid retail ecosystem in which Norsk Flid operates and shapes demand for traditional craft and bunad products nationwide.
• Klippan Yllefabrik: Swedish wool-textile producer making blankets, throws, and home textiles with traditional Scandinavian patterns. Comparable to Norsk Flid as a Nordic wool heritage brand in the curated textile/blanket category, complementing the bunad home and gifting assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/husfliden

Compliance1 record

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 Husfliden