What Egmont Publishing AB does

Egmont Publishing AB, operating commercially as Story House Egmont, is a European media house headquartered in Stockholm, Sweden, and a wholly-owned subsidiary of the diversified Egmont foundation-owned media group. The company is organized around three business areas: Media (publishing of magazines, books, comics, digital media, products, and events across European markets), E-commerce (owned digital storefronts spanning five lifestyle categories — Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby — with named platforms including Outnorth in Outdoor and Egmont LivingNordic in lifestyle media), and Agencies (an in-house digital agency offering performance advertising, new-tech content creation, and social media services to brand advertisers).

The business model combines three revenue streams: consumer media sales (subscriptions, single-copy, and licensing across print and digital), direct-to-consumer e-commerce GMV across lifestyle verticals, and B2B agency fees from brand advertisers. The company operates in 27 countries with a strong Scandinavian foothold, governed by a leadership team that includes a Group CEO (Torsten Bjerre Rasmussen), CFO (Henrik Højsholt Nielsen), and division heads for Media, E-commerce, and Agencies. Distribution is hybrid: owned digital storefronts for retail, editorial channels for media consumption, and direct sales teams for the Agencies division. The company is privately held under the Egmont group, with no public listing and no external funding activity disclosed.

At the technology level, the company combines media, consumer insights, data, and creative production capabilities, though no specific proprietary AI/ML stack, patents, or platform architecture is disclosed in the available data. The brand relationship to the Egmont foundation — which funds support for children and young people at risk in Denmark, Norway, and Sweden — provides a stated social-purpose anchor but is not a technical or operational differentiator.

Name

Egmont Publishing AB

Legal name

Egmont Publishing AB

Website

https://storyhouseegmont.se

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Story House Egmont is a privately-held European media house operating in 27 countries with three divisions: Media (magazines, books, comics, digital), E-commerce (Outnorth and other lifestyle platforms across five categories), and Agencies (performance advertising and social media services for brand advertisers).

Ownership category

akta.pro rank

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Distribution channels3 records

Marketing channels3 records

Core offering

Story House Egmont is a leading European media house operating three integrated business areas: Media (publishing magazines, books, comics, digital media, products, and events for readers of all ages), E-commerce (operating online retail platforms across five lifestyle categories: Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby, including the brand Outnorth), and Agencies (providing performance advertising, new-tech, content creation, and social media services that help brands strengthen their digital presence). The company operates in 27 countries with a strong foothold in Scandinavia and is part of the Egmont media group.

Product overview

Story House Egmont operates as a unified platform with three core business areas: Agencies, E-commerce, and Media. The Agencies division provides performance advertising, new-tech, content creation, and social media services. The E-commerce area consists of multiple platforms (including Outnorth) spanning five lifestyle categories (Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby). The Media division encompasses magazines, books, comics, digital media, products, and events. The company serves 27 countries with a strong foothold in Scandinavia, combining media, consumer insights, data, technology, and creativity to deliver storytelling and experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Outnorth: E-commerce platform operating in the Outdoor lifestyle category
• Egmont LivingNordic

Products and services

• Media Publishing and content creation business covering magazines, books, comics, digital media, products, and events, serving readers of all ages across European markets with a strong foothold in Scandinavia.
• E-commerce Owned e-commerce platforms operating across five lifestyle categories: Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby, engaging modern consumers through digital retail experiences.
• Agencies Digital agency services focusing on performance advertising, new-tech solutions, content creation, and social media management that help brands enhance their digital presence and solidify their market position.
• Outnorth E-commerce platform within the Outdoor lifestyle category, offering outdoor and adventure-related products to consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aller Media: Nordic magazine and media publisher with significant presence in Scandinavia. Compares directly on consumer magazine publishing, lifestyle verticals, and Nordic advertising reach.
• Schibsted: Leading Nordic media group combining newspapers, magazines, online marketplaces, and classifieds. Comparable in Nordic media scale, multi-vertical monetization, and Scandinavian consumer footprint.
• Sportamore: Nordic online sports and outdoor retailer. Most direct competitor to Story House Egmont's Outnorth brand in the Scandinavian outdoor and sports e-commerce category.
• Bonnier Group: Major Nordic media conglomerate with magazines, books, and digital media across the same Scandinavian geographies. Directly comparable in publishing portfolio, audience base, and conglomerate structure.
• Future plc: UK-based media and e-commerce operator combining specialist content, audiences, and direct commerce in lifestyle verticals. Closely comparable business model pairing media with vertical e-commerce monetization.

Broad incumbents

• Bauer Media Group: Large European magazine publisher with broad portfolio across multiple countries. Overlaps with Story House Egmont's media publishing and lifestyle verticals, but operates at larger scale and broader geography.
• Lagardère: European media group with publishing, travel retail, and digital operations. Compares on multi-vertical European media business with adjacencies to e-commerce and brand licensing.
• Axel Springer: Major European digital media and classifieds group with broad publishing portfolio. Comparable in digital media transformation, multi-country European footprint, and integration of content with commerce.
• Decathlon: Global sporting goods and outdoor retailer with growing Nordic presence. Competes with Outnorth across the outdoor category but at significantly larger scale and with owned-brand advantage.

Regional players

• XXL ASA: Norway-based sporting goods and outdoor retailer with stores and e-commerce across the Nordics. Competes with Outnorth in outdoor/sports retail but primarily through physical showroom model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/egmont-publishing

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

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 Egmont Publishing AB