Proffklær AS
Proffklær AS is a Norwegian B2B retailer and distributor of workwear, safety footwear, and PPE, reselling brands like Helly Hansen, Blåkläder, and PortWest via an Oslo showroom and online. Merged into Ahlsell AS in December 2024, it now serves trades and corporate clients exclusively.
- Company typePrivate
- Founded2005
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Proffklær AS does
Proffklær AS is a Norwegian specialty retailer of workwear, safety footwear, and personal protective equipment (PPE), established in 2005 and headquartered at a 1,500m² showroom in the Brobekk district of Oslo. The company resells third-party occupational brands including Helly Hansen Workwear, Blåkläder Workwear, PortWest, and Helly Hansen Sport across categories such as craftsman apparel, hi-visibility clothing, flame-resistant garments, rainwear, safety helmets, hearing and respiratory protection, fall protection, and occupational footwear. It also delivers value-added services: in-house logo profiling (transfer printing and embroidery) for corporate clients, and approved fall protection training courses priced at 1,200 NOK per participant.
The business operates through three channels: a B2C/B2B e-commerce storefront at proffklaer.no, a physical showroom in Oslo with weekday trading hours of 07:00–16:00, and a B2B company-account system offering negotiated pricing and invoice terms. Customers are primarily professional trades (builders, electricians, painters, forestry, industrial, service sectors) and B2B/corporate clients running workwear programs. There is no proprietary technology; the stack consists of standard e-commerce plus a Klarna payment integration.
In December 2024, Proffklær AS was merged into Ahlsell AS, a major Nordic supplier of installation products, tools, and workwear. Following the merger, orders are confirmed and invoiced by Ahlsell Norge AS, e-commerce is being migrated to ahlsell.no, and the unit no longer accepts private customers, refocusing exclusively on B2B trade buyers. The Proffklær brand continues under a co-branded identity ("Proffklær by Ahlsell") as Ahlsell's specialized workwear and PPE division. The company is privately held with 11 employees and no disclosed revenue.
Proffklær AS firmographics
Firmographics- Name
- Proffklær AS
- Legal name
- Proffklær AS
- Website
- https://proffklaer.no
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Proffklær AS is a Norwegian B2B retailer and distributor of workwear, safety footwear, and PPE, reselling brands like Helly Hansen, Blåkläder, and PortWest via an Oslo showroom and online. Merged into Ahlsell AS in December 2024, it now serves trades and corporate clients exclusively.
- Ownership category
- akta.pro rank
Proffklær AS industry classification
Industry- Product category
- Occupational Workwear & Safety Equipment Retail
- NAICS
- Footwear Merchant Wholesalers (42434), Footwear Merchant Wholesalers (424340)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Safety, PPE & Workwear Retail (Gloves, Respirators, Eye/Ear Protection) (CRAIADAK)
- akta.pro secondary industries
- Work, Safety & Occupational Footwear (CRAAACAE), PPE, Safety & Infection Control Supplies Distribution (JanSan-adjacent) (CRAOAGAK)
Keywords
Where Proffklær AS is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Proffklær AS business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Workwear and protective equipment sales: Retail sale of workwear, safety shoes, and personal protective equipment through online store and physical showroom
- Logo profiling services: Transfer logo printing and embroidery services applied to workwear for corporate branding
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fall protection training course |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Proffklær AS product offering
Product offeringCore offering
Proffklær AS is a Norwegian retailer and distributor of occupational workwear, safety footwear, and personal protective equipment (PPE), offering multi-brand products from Helly Hansen, Blåkläder, and PortWest. The company complements its product portfolio with in-house logo customization services (transfer printing and embroidery) and an approved fall protection training course. Following the December 2024 merger into Ahlsell AS, it serves as a specialized workwear division focused on professional trades and B2B clients.
Product overview
Proffklær AS is a Norwegian workwear and safety equipment retailer offering a comprehensive portfolio of occupational clothing, personal protective equipment, and branded merchandise. The core offering spans multiple international brands (Helly Hansen Workwear, Blåkläder Workwear, PortWest, Helly Hansen Sport) alongside proprietary product categories including safety shoes (Vernesko), safety equipment (Verneutstyr), profile clothing (Profilbekledning), and miscellaneous workwear. The company also provides value-added services including logo printing/embroidery (Logoprofilering) and fall protection training (Fallsikringskurs). Following its merger into Ahlsell AS in December 2024, Proffklær serves as a specialized division focused on workwear and safety solutions for professional trades and industry.
Differentiator
Problem solved
Functional benefit
Products and services
- Vernesko og Yrkessko (Safety Shoes) Safety shoes and occupational footwear for tradespeople and industrial workers, including low shoes, bootlets, winter boots, sandals, women's models, PVC/rubber boots, and leisure shoes.
- Helly Hansen Workwear Branded workwear assortment including craftsman wear, industrial/service clothing, flame-resistant garments, women's models, profile clothing, rainwear, hi-vis clothing, winter clothing, underwear, hats/caps, and accessories.
- Blåkläder Workwear Swedish workwear brand offering craftsman clothing, industrial wear, flame-resistant clothing, garden/forestry wear, painter/mason gear, visibility clothing, winter clothing, profile wear, rainwear, underwear, and accessories.
- PortWest Arbeidsklær PortWest branded workwear including underwear, jackets, hi-vis clothing, and winter clothing.
- Profilbekledning (Profile Clothing) Corporate branding clothing for company profiles including trousers, sweaters, hooded sweaters, jackets, shirts, T-shirts, vests, winter clothing, and extended sizes.
- Verneutstyr (Safety Equipment / PPE) Personal protective equipment including respiratory protection, fall protection, first aid, gloves, headlamps, head protection, hearing protection, eye/face protection, and protective clothing.
- Diverse Arbeidsklær (Miscellaneous Workwear) Miscellaneous workwear including trousers, jackets, multinorm clothing, pirate trousers/shorts, rainwear, hi-vis clothing, accessories, and winter clothing.
- Logoprofilering (Logo Printing & Embroidery) Corporate logo printing and embroidery service applied to workwear, including transfer logos (heat-pressed) and direct embroidery, for company branding on employee attire.
- Fallsikringskurs (Fall Protection Training) Approved fall protection training course covering safety culture, standards, equipment selection, anchoring, and evacuation. Includes course materials and certificate, priced at 1,200 NOK per person including food and drinks.
Companies that use Proffklær AS
Customer profileSegments2 records
Ideal customer profiles2 records
Proffklær AS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Proffklær AS partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ahlsell AScoreProffklær AS merged into Ahlsell AS in December 2024. Orders now processed and invoiced by Ahlsell Norge AS. E-commerce operations transitioning to ahlsell.no. Integration enables broader product assortment and enhanced distribution capabilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Proffklær AS competitors and assessment
Company assessmentEmerging players
- PortWest Limited: Irish-headquartered manufacturer of workwear, safety footwear, and PPE distributed globally including Norway. Comparable as a key Proffklær supplier and as a global brand with the ability to bypass local distributors and sell direct to large Norwegian accounts.
- Helly Hansen Workwear: Major Norwegian-origin workwear brand owned by Canadian Tire. Comparable as a key supplier whose brand Proffklær distributes, and as a direct competitor via Helly Hansen's own B2B and e-commerce channels in the Norwegian market.
- MASCOT AS: Danish workwear manufacturer and brand owner with direct sales channels across Europe including Norway. Comparable as a competitor and supplier alternative to the Blåkläder and Helly Hansen brands stocked by Proffklær, with overlapping product categories in safety footwear and certified workwear.
- Blåkläder AB: Swedish workwear manufacturer whose Proffklær is a Norwegian distributor. Comparable as both a key supplier and a potential disintermediation threat if Blåkläder expands direct-to-consumer or direct-to-account sales in Norway.
Broad incumbents
- Würth Norge AS: Norwegian subsidiary of the German Würth Group, a global leader in professional trade supplies including hand tools, fasteners, and an expanding workwear/PPE range. Comparable as a broad-line distributor to construction and industrial trades with significant B2B field-sales coverage.
- Optimera Norge AS: Norwegian building materials and trade supplies distributor (part of Saint-Gobain Distribution Norway) selling tools, workwear, and PPE to construction professionals. Comparable B2B channel overlap, though Optimera's primary focus is building materials rather than specialist workwear.
- Ahlsell AS: Parent company and largest Nordic distributor of installation products, tools, and consumables for trades and contractors. Directly comparable as the strategic acquirer of Proffklær, with overlapping workwear and PPE categories sold to the same Norwegian trades and B2B customer base.
Direct peers
- Skydda Norge AS: Norwegian PPE and workwear specialist retailer operating both physical showrooms and e-commerce, serving construction and industrial trades. Direct competitor in the same product categories (safety footwear, workwear, fall protection) with a similar B2B focus on Norwegian trades customers.
- Tool-parts AS: Norwegian retailer of tools, workwear, and PPE for construction and industrial trades. Comparable as a domestic specialist retailer competing for the same B2B trades customer base with overlapping product categories.
Regional players
- Arbeidsklær.no / Jobline AS: Norwegian online specialist in workwear and corporate profiling. Comparable as a domestic competitor in the same niche with similar logo/branding services and B2B corporate workwear programs, though primarily an online-only operator without a large showroom footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Proffklær AS social profiles
Digital presenceProffklær AS compliance and trust
Trust signalCompliance24 records
Proffklær AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proffklær AS leadership team
Management profileNumber of profiles
Proffklær AS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proffklær AS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proffklær AS
What does Proffklær AS do?
Proffklær AS is a Norwegian retailer and distributor of occupational workwear, safety footwear, and personal protective equipment (PPE), offering multi-brand products from Helly Hansen, Blåkläder, and PortWest. The company complements its product portfolio with in-house logo customization services (transfer printing and embroidery) and an approved fall protection training course. Following the December 2024 merger into Ahlsell AS, it serves as a specialized workwear division focused on professional trades and B2B clients.
Is Proffklær AS a public or private company?
Proffklær AS is a private company. It is classified as corporate owned and is currently operating.
When was Proffklær AS founded?
Proffklær AS was founded in 2005. It employs 11 to 50 people.
Where is Proffklær AS based?
Proffklær AS is headquartered in Oslo, Norway, in the Europe region.
How does Proffklær AS make money?
Two revenue lines are on record. Workwear and protective equipment sales are the primary driver. The others are logo profiling services.
Who are Proffklær AS's main competitors?
Emerging players on record are PortWest Limited, Helly Hansen Workwear, MASCOT AS and Blåkläder AB. Broad incumbents are Würth Norge AS, Optimera Norge AS and Ahlsell AS. Direct peers are Skydda Norge AS and Tool-parts AS. Arbeidsklær.no / Jobline AS is listed as a regional player.
Does Proffklær AS have an API?
No public API is recorded for Proffklær AS.
What industry is Proffklær AS in?
Proffklær AS's product category is Occupational Workwear & Safety Equipment Retail. Its primary akta.pro industry code is CRAIADAK, Safety, PPE & Workwear Retail (Gloves, Respirators, Eye/Ear Protection), with a secondary code of CRAAACAE, Work, Safety & Occupational Footwear. Its NAICS code is 42434 and its SIC code is 5130.