Røde Kors Butik

What Røde Kors Butik does

Røde Kors Butikken is the exclusive e-commerce storefront for the Norwegian Red Cross (Norges Røde Kors), serving the organization's internal community of paid employees, volunteers, Hjelpekorps (rescue corps) members, blood bank staff, armed forces affiliates, and schools/kindergartens. Access is gated by organizational verification — customers must register using a Red Cross membership number, employee number, or local association affiliation, with Hjelpekorps accounts requiring central approval that can take up to 10 business days. The store operates under rodekorsbutikken.no and is managed operationally by Elements Production, a Norwegian strategic operating partner that handles product development, manufacturing, logistics, and customer service.

The platform is built on Magento and integrates Bambora Checkout (Visa, Mastercard, Vipps mobile payments) for consumer transactions, Bring for parcel delivery with 3–6 day domestic shipping, and EHF electronic invoicing for organizational buyers. The product catalog spans profile clothing and uniforms (e.g., Polarjo Hi Vis eVent jacket, Fønix flame-retardant coverall, Bolt Boa HTX footwear), accessories (Pug merino wool neckwarmer, Meta waterproof gloves), specialized equipment (Rondane Allround 1800 headlamp), velcro patches, first aid supplies (routed to rodekorsforstehjelp.no), and printed materials (consolidated via the Røde Kors Publisher SharePoint portal since April 2023). Name tags and local association labels are fulfilled externally through Sotra Brodering. Technical products carry certifications including Bionic-Finish ECO (fluorocarbon-free water repellency), eVent and HYPER-TEX PFAS-free membranes, EN1612/EN61482 flame-retardant standards, and RDS/GRS sustainable material sourcing.

The business model is a hybrid of direct-to-consumer one-time purchases (individuals paying upfront, prices from kr 50 to kr 2,500) and B2B transaction-based invoicing (local associations and Hjelpekorps units on 30-day payment terms). Products are sold at fixed low 'Røde Kors-priser' to the community, with zero external marketing — customer acquisition is driven entirely by the parent organization's membership pipeline. Geographic scope is exclusively Norway, with Elements Production holding ISO 9001 and ISO 14001 certifications and participating in Etisk Handel Norge (since May 2022) and Grønt Punkt Norge for sustainability and packaging compliance.

Name

Røde Kors Butik

Legal name

Røde Kors Butikken

Website

https://rodekorsbutikken.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Røde Kors Butikken is the exclusive Norwegian Red Cross e-commerce storefront, selling branded profile clothing, uniforms, technical equipment, and printed materials to verified Red Cross employees, volunteers, rescue corps, local associations, and partner organizations across Norway.

Ownership category

akta.pro rank

Headquarters

HQ city

Bergen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: The company operates as an e-commerce retail store selling Red Cross branded merchandise, uniforms, and equipment to volunteers, employees, and members of the Norwegian Red Cross organization. Sales are primarily one-time product purchases with no recurring subscription component.
2. Business/Organizational Sales: Local associations and Hjelpekorps units can purchase on invoice terms with 30-day payment, enabling group uniform purchases where the organization covers costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Røde Kors Butikken is the official online retail store of Norwegian Red Cross (Norges Røde Kors), selling Red Cross-branded profile clothing, technical workwear, uniforms, footwear, headlamps, accessories, first aid equipment, and printed materials. Access is gated by organizational verification — customers must register with a Red Cross affiliation (employees, volunteers, Hjelpekorps, blood bank staff, local associations, delegates, schools/kindergartens) before they can browse and purchase. Products are sourced and managed by Elements Production, which also handles order fulfillment and customer service.

Product overview

Røde Kors Butik is an e-commerce platform serving Norwegian Red Cross (Røde Kors) employees, volunteers, and members. It operates as a unified online store offering a portfolio of Red Cross-branded profile clothing, workwear, footwear, outdoor equipment, first aid supplies, and printed materials. The core product range (Grunnsortiment) includes the Polarjo Hi Vis eVent Jacket for field operations, the Fønix flame-retardant coverall for rescue personnel, the Bolt Boa HTX all-terrain footwear, and the Rondane Allround 1800 headlamp for outdoor use, complemented by accessories like the Pug merino wool neckwarmer and Meta waterproof gloves. Velcro patches (Borrelåsmerker) and arm badges allow unit designation on jackets. The store also routes to separate sub-portals for first aid equipment (via rodekorsforstehjelp.no) and printed materials (via Røde Kors Publisher on SharePoint), while name tags are fulfilled externally by Sotra Brodering.

Differentiator

Problem solved

Functional benefit

Products and services

• Grunnsortiment (Basic Assortment)

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Elements ProductioncoreStrategic or Co-development PartnerElements Production is the company behind Røde Kors Butikken, managing product development, manufacturing, and e-commerce operations. They are ISO 9001 and ISO 14001 certified and develop the technical products sold in the store.
• Etisk Handel NorgeminorOthersElements Production has been a member since May 2022, committing to active due diligence assessments for sustainable business practices affecting humans, society, and environment.
• Grønt Punkt NorgeminorOthersElements Production is a member, taking responsibility for proper collection and recycling of packaging materials.
• Sotra BroderingminorChannel Partner/ Reseller/ DistributorName labels and local association velcro patches are ordered directly through Sotra Brodering, a separate service not integrated into the main store.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Stormberg: Stormberg is a Norwegian outdoor and lifestyle apparel retailer offering sustainable branded clothing; it represents a broader incumbent competing for the same volunteer profile-wardrobe wallet share that Røde Kors Butikken addresses.
• Helly Hansen Workwear: Helly Hansen is a Norwegian-headquartered workwear and technical apparel incumbent that supplies professional rescue, outdoor, and uniform clothing across Scandinavia — directly competing for the technical garment portion of Hjelpekorps' uniform spend.
• XXL Sport & Friluftsliv: XXL is the dominant Scandinavian sporting goods and outdoor equipment retailer; it competes with Røde Kors Butikken's technical headlamps, footwear, gloves, and outerwear categories for the same volunteer purchasers.

Emerging players

• Profil Klær AS: Profil Klær is a Norwegian profile- and workwear specialist focused on branded uniforms for organizations and corporate buyers — a direct niche competitor for the Lokalforeninger and Hjelpekorps group uniform orders that Røde Kors Butikken currently captures.
• Bekken & Strøm AS: Bekken & Strøm is a Norwegian supplier of profile clothing, workwear, and corporate uniforms; as a smaller specialized uniform vendor, it could compete for Red Cross group procurement or serve as an alternative to the store for organizational buyers.

Regional players

• Svenska Röda Korset (Swedish Red Cross): The Swedish Red Cross is the direct Nordic counterpart of the Norwegian Red Cross, operating in the same geographic region and serving a structurally similar volunteer and donor base. It represents the most plausible cross-border expansion peer.
• Røde Kors Danmark: The Danish Red Cross is a fellow Nordic national society with a similar volunteer structure and mandate, and shares Elements Production's Danish heritage (the company is based in Pandrup, Denmark).

Direct peers

• British Red Cross Online Shop: The British Red Cross operates an online merchandise shop selling branded products to its volunteer and supporter community, making it the closest functional analogue to Røde Kors Butikken's captive e-commerce model for a national Red Cross society.
• American Red Cross Store: The American Red Cross operates an online branded merchandise store serving U.S. volunteers, employees, and supporters, with a comparable structure of organizational authentication and profile product sales.
• Salvation Army Trading Company: Salvation Army Trading operates charity retail and online channels selling donated and surplus goods to support the parent charity's mission, sharing the captive community, branded-product, and non-profit operating model of Røde Kors Butikken.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/r%C3%B8de-kors-butik

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 Røde Kors Butik