What Smart-Marine AS does

Smart-Marine AS is a privately held Norwegian limited company founded in 2004, operating as a maritime retail and service business headquartered at Bøvågen 52, Avaldsnes, in Karmøy municipality (Rogaland county). The company markets itself as 'Båtuniverset på Karmøy' (Boat Universe on Karmøy) and serves the Haugesund/Karmsund boating community with a combined retail, service, and storage offering. Its portfolio spans new Yamaha boats, used boats, boat parts organized by manufacturer, boat equipment, trailers (Brenderup and Respo), and Yamalube lubricants, complemented by indoor boat hotel storage at Bøvågen Brygge, haul-out boat slip services at Husøy, and a dedicated boat damage repair and care center branded Haugesund Båtpleie.

Distribution is multi-channel and domestically focused: a physical retail and service location at the Avaldsnes headquarters, an owned e-commerce Nettbutikk with account registration for both private consumers and business customers, and used boat listings on Norway's leading marketplace FINN.no. Revenue is generated through a mix of one-time product sales (boats, parts, trailers, lubricants), recurring subscription-style services (boat hotel storage and slip arrangements), and professional repair services. Authorized dealer and distributor relationships with Yamaha and Yamalube are central to the product offering, while trailer partnerships with Brenderup and Respo round out the supplier ecosystem.

The primary customer segment is individual recreational boat owners, with maritime operators as a secondary business segment. The company has a small operating team (approximately 8 employees), serves only the Norwegian market, and shows no evidence of external investment, acquisitions, or material leadership changes in the available data. There are no disclosed AI/ML capabilities, patents, certifications, or technology integrations; the underlying platform is a standard Telaris-powered e-commerce storefront.

Name

Smart-Marine AS

Legal name

Smart Marine AS

Website

https://smartmarine.no

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Smart-Marine AS is a Norwegian maritime retail and service business in Karmøy, selling boats, parts, trailers, and Yamalube lubricants online and through its Avaldsnes showroom, while also offering boat hotel storage, slip services, and repair via Haugesund Båtpleie.

Ownership category

akta.pro rank

Product category

Marine Retail & Services

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

akta.pro secondary industries

Marine Trailer & Transport Equipment Retail (CRAMAIAL), Marine Outfitting & Interior Refurbishment (TLAKAKAL)

Keywords

• Boat retail services
• Marine equipment sales
• Boat storage services
• Boat repair services
• Boat trailer sales

Headquarters

HQ city

Avaldsnes

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Boats and Watercraft: Sales of new and used boats through physical inventory and online marketplace listings. Products include boats from various manufacturers.
2. Parts and Accessories Sales: Sales of boat parts by manufacturer, boat equipment, trailers and trailer parts, Yamalube oils, and Yamaha products through the online store.
3. Boat Hotel Storage Services: Indoor and protected boat storage services at Bøvågen brygge location.
4. Boat Slip Services: Boat slip and haul-out services at Husøy location for maintenance and repairs.
5. Maritime Service and Repair: Boat damage repair center and boat care services including Haugesund Båtpleie.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Smart-Marine AS operates a maritime retail and service business branded as "Båtuniverset på Karmøy," selling new and used boats, boat parts, marine equipment, Yamalube lubricants, and Brenderup/Respo trailers through an e-commerce store and a physical showroom in Avaldsnes, Norway. In parallel, it provides three physical service operations: indoor boat storage (Båthotell Bøvågen Brygge), boat slip and haul-out services (Båtslipp Husøy), and boat damage repair and boat care (Haugesund Båtpleie).

Product overview

Smart-Marine AS operates a unified e-commerce platform called 'Båtuniverset på Karmøy' (Boat Universe on Karmøy) offering a comprehensive range of marine products and services. The core offering is the online store (Nettbutikk) which distributes Yamaha boats, Yamalube lubricants, boat parts by manufacturer, boat equipment, trailers (Brenderup, Respo brands), and used boats. The business is anchored by physical service locations including Båthotell Bøvågen Brygge for boat storage and marina services, Båtslipp Husøy for haul-out services, and Haugesund Båtpleie for boat damage repair and care. An additional sales channel exists through FINN.no marketplace listings.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Marine Nettbutikk (Online Store) E-commerce platform at smartmarine.no selling boats, boat parts by manufacturer, marine equipment, Yamalube lubricants, Yamaha products, and trailers (Brenderup, Respo) plus trailer parts. Supports account registration for private consumers and business customers.
• Båthotell Bøvågen Brygge (Boat Hotel Bøvågen Pier) Indoor and protected boat storage service at the Bøvågen brygge location in Avaldsnes, Norway, providing marina-style storage for recreational vessels on a recurring basis.
• Båtslipp Husøy (Boat Slip Husøy) Boat slip and haul-out service at the Husøy operations facility, supporting vessel launching, retrieval, and maintenance.
• Haugesund Båtpleie (Haugesund Boat Care) Boat damage repair center and professional boat care service operating in the Haugesund area, addressing boat damage, repairs, and ongoing boat maintenance for individual owners and operators.
• Bruktbutikk / Used boats on FINN.no Pre-owned boats listed for sale through the smartmarine.no Bruktbutikk category and on the FINN.no marketplace, extending the company's used-boat sales channel nationally across Norway.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer offering Yamaha marine products and equipment through the online store and physical location.
• YamalubecoreChannel Partner/ Reseller/ DistributorOfficial Yamalube oil and lubricant distributor. Dedicated Yamalube product category page on website showing filter products, inventory, pricing, and SKU information.
• BrenderupminorChannel Partner/ Reseller/ DistributorTrailer brand sold at the store - Brenderup trailers and trailer parts available.
• RespominorChannel Partner/ Reseller/ DistributorTrailer brand available at the store - Respo trailers and trailer parts.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Watski: Scandinavian marine retail chain operating stores and e-commerce across Sweden, Norway and Finland with a broad assortment of boats, parts, equipment and watersports gear. A larger incumbent competitor with overlapping product categories but significantly broader geographic reach.

Direct peers

• Wiese: Norwegian marine equipment and parts retailer offering chandlery, accessories and consumables to boat owners. Directly comparable to Smart-Marine's parts and accessories retail stream, serving the same Norwegian recreational boating customer base through a multi-channel storefront.
• Båtshop.se: Swedish online marine retailer selling boats, parts, equipment and accessories across Scandinavia. Comparable in product mix and e-commerce-led GTM, though operating primarily in Sweden rather than Norway.
• Maritim Båtutstyr: Norwegian marine equipment retailer focused on boat parts, accessories and chandlery for recreational boaters. Comparable as a domestic peer in marine parts retail with similar channel structure to Smart-Marine's online store.

Regional players

• Ålesund Båtsenter: Regional Norwegian boat dealer and service center on the west coast offering new/used boat sales, storage and repair. Comparable business model in a different Norwegian geography; not a direct competitor in Karmøy but illustrative of the local boat-dealer/service format.

Others

• Yamaha Motor Europe - Marine Division: Manufacturer of the boats, engines and Yamalube lubricants that Smart-Marine distributes. Relevant as the upstream supplier whose dealer network, product roadmap and channel strategy directly shape Smart-Marine's addressable market and competitive positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/smart-marine-as

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 Smart-Marine AS