Prinsens Lager

What Prinsens Lager does

Prinsens Lager AB is a privately held Swedish self-storage operator founded in 2017 and headquartered in Stockholm. The company rents ground-level storage containers in two standardized sizes (5 sqm and 14 sqm), each offered in heated ("varmförråd") and unheated ("kallförråd") variants. Facilities span more than 30 Swedish cities including Stockholm, Gothenburg, Malmö, Uppsala, Norrköping, Enköping, Helsingborg, Lund, and Västerås, with the most recent additions being Malmö and Mariestad in June 2026. Its core technology stack is a fully digital onboarding and access system: customers select a location on the website, sign contracts via Sweden's BankID identity system, pay through autogiro direct debit, and open the facility's magnetic gate by placing a phone call from their registered mobile number. Containers feature built-in ventilation to mitigate condensation, CCTV with linked security-guard response, and optional container insurance up to 100,000 SEK through a partnership with Protector Försäkring.

The business model is subscription-based recurring monthly rental priced between approximately 889 SEK and 2,289 SEK per unit, location-dependent, with optional annual prepayment at a 10% discount and modular insurance upsells. The go-to-market is product-led and direct-to-consumer: a website-driven, SEO-localized acquisition funnel (one dedicated city landing page per market), supported by content marketing on storage tips and moving guides, alongside organic social channels on Facebook and Instagram. With only nine employees, the company runs a deliberately lean operation that scales across cities primarily through software rather than headcount. Customer testimonials surface from private individuals in Uppsala, Mölndal, and Norrköping, and the company carries a 370+ review "Excellent" rating on Trustpilot as its primary public brand asset. No funding rounds, parent company, or institutional investors are disclosed.

Name

Prinsens Lager

Legal name

Prinsens Lager AB

Website

https://prinsenslager.se

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Prinsens Lager AB is a Stockholm-based, privately held Swedish self-storage operator that rents ground-level heated and unheated storage containers (5 sqm and 14 sqm) in over 30 Swedish cities via a fully digital, BankID-based onboarding and mobile-phone gate-access system, serving private individuals and small businesses with monthly subscriptions.

Ownership category

akta.pro rank

Product category

Self-Storage Services

NAICS

Lessors of Miniwarehouses and Self-Storage Units (531130), Lessors of Miniwarehouses and Self-Storage Units (53113)

SIC

Public Warehousing & Storage (4220)

akta.pro primary industry

Standard/Non-Climate Self-Storage (HSAKAGAB)

akta.pro secondary industries

Climate-Controlled Self-Storage (HSAKAGAA), Residential Portable Storage Container Rental & Moving (HSAKAIAA)

Keywords

• Self storage rental
• Storage containers
• Climate-controlled storage
• Vehicle parking storage
• Container insurance

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Storage Container Rental: Monthly rental of storage containers in two sizes (5 sqm and 14 sqm), available as heated (varmforrad) or unheated (kallforrad) units. Revenue is recurring and subscription-based with monthly billing.
2. Annual Prepaid Contracts: Customers can prepay annually for a 10% discount on monthly rental rates. Provides revenue certainty and reduced collection costs.
3. Insurance Upsell: Optional container insurance tiers (Small, Medium, Large) offered at additional monthly cost. Basic coverage included in base price.
4. Electricity Charges (Heated Units): Variable electricity costs for heated storage units, passed through to customers at approximately 275 SEK/month.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Prinsens Lager rents self-storage containers across Sweden in two sizes (5 sqm and 14 sqm) and two climate variants (heated varmförråd and unheated kallförråd). Customers reserve a unit through the website, sign the rental contract digitally with BankID, pay monthly via autogiro, and access the gated facility by calling from their registered mobile phone. Optional add-ons include tiered container insurance and outdoor parking spaces for cars, caravans, and boat trailers.

Product overview

Prinsens Lager is a Swedish self-storage (self storage) company offering storage container rentals at multiple locations across Sweden. The core product portfolio consists of two container sizes (5 sqm and 14 sqm) available in two insulation types: Kallförråd (unheated/non-insulated) and Varmförråd (heated/insulated). All containers feature direct vehicle access, ventilation systems, and digital access via mobile phone. Add-on services include container insurance (in three tiers: Liten, Mellan, Stor) and outdoor parking for vehicles. The company operates facilities in over 20 Swedish cities including Gothenburg, Malmö, Uppsala, Norrköping, Stockholm, Enköping, Västerås, and others. The digital-first business model enables contract signing via BankID and automated gate access through a phone-based magnetic lock system.

Differentiator

Problem solved

Functional benefit

Products and services

• Kallförråd (Unheated Storage Container) Non-insulated ground-level storage container that follows outdoor temperature. Suited for weather-resistant items such as outdoor furniture, tools, bicycles, and gardening equipment. Available in 5 sqm and 14 sqm sizes.
• Varmförråd (Heated Storage Container) Insulated storage container maintained at room temperature with radiator heating and air circulation. Designed for temperature-sensitive items such as electronics, textiles, books, and upholstered furniture. Available in 5 sqm and 14 sqm sizes.
• 5 sqm Storage Container (5 kvm Förrådscontainer) Smaller storage container of approximately 5 square meters (about 9-10 cubic meters), suitable for studio apartment contents or seasonal items. Offered in both heated and unheated variants.
• 14 sqm Storage Container (14 kvm Förrådscontainer) Standard larger storage container of approximately 14 square meters (about 28-33 cubic meters), equivalent to a 20-foot shipping container. Suitable for belongings from a larger apartment or house. Offered in both heated and unheated variants.
• Container Insurance (Containerförsäkring)

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Protector ForsakringcoreOthersContainer insurance provider offering three coverage tiers (Small 25,000 SEK, Medium 50,000 SEK, Large 100,000 SEK) specifically designed for storage in Prinsens Lager's containers. Insurance covers fire, theft, burglary, and flooding but excludes water damage and pest damage.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Self Storage Group: Norwegian-headquartered self-storage operator with locations across Scandinavia including Sweden. Comparable business model and customer segments, with broader regional scale.
• Förvara: Swedish self-storage company renting storage units to individuals and businesses with a digital booking flow. Closely comparable value proposition and target customer base as Prinsens Lager.
• Lokal Lager: Swedish self-storage rental brand focused on the Swedish market, targeting individuals and small businesses. Comparable offering size and customer use cases as Prinsens Lager.
• Magasin24: Swedish self-storage rental company providing units across Swedish cities to individuals and businesses. Comparable offering and customer segments in the Swedish market.
• 24Storage: Swedish self-storage operator with multiple locations across Sweden, offering a similar rental container/indoor unit model to private and business customers. Most direct competitor in the Swedish self-storage market.

Emerging players

• EasyBox / Pelican Self Storage: Emerging self-storage and parcel locker network operator in Europe with digital-first access technology. Comparable tech-enabled access model and serves adjacent demand patterns around consumer storage and logistics.

Broad incumbents

• Safestore: Largest self-storage company in the UK and Paris with publicly listed equity. Comparable subscription-based rental model and serves as a financial benchmark for European self-storage operators.
• Big Yellow Group: UK-listed self-storage REIT and one of Europe's largest operators. Comparable business model (self-storage rental) though geographically focused on the UK; useful benchmark for unit economics and pricing strategy.
• Shurgard Self-Storage: Largest publicly listed European self-storage operator with presence in Sweden. Offers climate-controlled indoor units at scale, representing the established incumbent Prinsens Lager competes against in major metros.

Regional players

• Himalaya Self Storage: Scandinavian self-storage operator with presence in multiple Nordic markets. Comparable business model though based outside Sweden, representing a regional peer for cross-border expansion benchmarking.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PrinsensLager
• Instagraminstagram.com/prinsenslager
• LinkedInlinkedin.com/company/prinsens-lager

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 Prinsens Lager