Boatsystem Group

What Boatsystem Group does

Boatsystem Group Sweden AB (BSG), headquartered in Västra Frölunda, Sweden with production operations in Tyresö, is a privately-held house of brands that designs, manufactures, and distributes premium accessories for leisure boating and motorhome enthusiasts. The portfolio comprises six sub-brands: Båtsystem (bowsprits, boarding ladders, stern platforms, marine lighting), Lagun (aluminum swiveling table systems for boats, campervans, pontoons, and tiny houses), NOA (modular aluminum fittings and cover systems), Navisafe (EU MED and U.S. Coast Guard-certified portable battery-powered navigation lights), Waterline Design (blackout curtains, mosquito nets, wind scoops, and spreader covers), and VAKE (sustainable organic antifreeze and energy-efficient de-icer systems for winter storage). Several brands trace their heritage to the 1980s, including the original Lagun table invented by Magnus Olsson and NOA's first 25mm pushpit tube clamp, giving the group approximately 40 years of combined industry experience. BSG was formed by merging NOA Aluminium and Båtsystem and has since expanded through acquisitions of Navisafe, Waterline Design, and VAKE (June 2025).

The company generates revenue primarily through hardware sales of physical marine and outdoor leisure products, distributed via a combination of authorized reseller networks across global markets and direct e-commerce through brand-dedicated websites. Its go-to-market emphasizes channel partners supported by event-driven demand generation at major industry exhibitions including boot Düsseldorf, the Annapolis Sailboat Show, METS Trade, and Caravan Salon. Target customer segments are horizontal personas — boat enthusiasts, motorhome/RV users, and kayak/SUP users — with products emphasizing Scandinavian design principles, durability, sustainability, and regulatory compliance for safety-critical items. Pricing is not publicly disclosed.

Operationally, BSG is undergoing a strategic repositioning: in 2025 it rebranded from Boatsystem Group to BSG to reduce naming overlap with the Båtsystem product brand and to signal expansion beyond marine into adjacent leisure segments, while launching a multi-brand digital transformation initiative (dedicated websites for Lagun, Navisafe, NOA, and Båtsystem). The company is privately held with no disclosed venture capital funding, no public listing, and no disclosed revenue or headcount figures; CEO Mattias Svensson leads the company and recent leadership additions include Pontus Arvåsen as Head of Design.

Name

Boatsystem Group

Legal name

Boatsystem Group Sweden AB

Website

https://boatsystemgroup.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Boatsystem Group (BSG) is a privately-held Swedish house of brands designing and distributing premium accessories for leisure boating and motorhome enthusiasts, with six sub-brands covering marine equipment, navigation lights, swiveling tables, fittings, and winter storage sold globally via resellers and direct e-commerce.

Ownership category

akta.pro rank

Product category

Marine Accessories

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Boat Building (336612)

SIC

Ship & Boat Building & Repairing (3730), Miscellaneous Transportation Equipment (3790)

akta.pro primary industry

Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG)

akta.pro secondary industry

Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG)

Keywords

• Marine accessories
• Boat equipment
• Motorhome accessories
• Navigation lights
• Swivel table mounts

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: BSG generates revenue through the sale of physical marine and outdoor leisure products across its six brands. Products are sold through reseller networks and directly via brand websites. The company focuses on premium, durable products with timeless design.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Boatsystem Group (BSG) is a Swedish house of brands that designs, manufactures, and distributes premium marine and motorhome accessories through six sub-brands: Båtsystem, Lagun, NOA, Navisafe, Waterline Design, and VAKE. The product portfolio includes battery-powered portable navigation lights, swiveling table mounts, suction mounts, aluminum table legs, kayak and SUP accessories, and safety products sold globally through a network of resellers, dealers, and distributors.

Product overview

Boatsystem Group (BSG) is a house of brands offering premium physical products for marine and leisure enthusiasts. The portfolio includes six sub-brands: Båtsystem (bowsprits, ladders, stern platforms, lighting), Lagun (swiveling table systems), NOA (aluminum fittings and cover systems), Navisafe (portable navigation lights), Waterline Design (curtains, mosquito nets, comfort accessories), and VAKE (winter storage products). Products range from core marine equipment to accessories and are sold through reseller networks. The company underwent rebranding from Boatsystem Group to BSG in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Båtsystem: Products for better boating experience including bowsprits for performance and comfort, ladders, stern platforms, and marine lighting.
• Lagun
• NOA
• Navisafe
• Waterline Design
• VAKE

Products and services

• Båtsystem
• Lagun
• NOA
• Navisafe
• Waterline Design
• VAKE
• Klämskydd

Quantifiable outcome

• Award-winning mosquito net design received 2013 Pittman Innovation Award from Sail Magazine
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• CleanSeaminorStrategic or Co-development Partner · 3 August 2025BSG has partnered with CleanSea, an organization dedicated to removing plastic and marine debris from Sweden's west coast. As part of the '100 For The Ocean' initiative, BSG has adopted Olestenshamn bay which will be kept clean year-round through regular clean-up efforts. The first cleanup took place on August 3, 2025, collecting 76 kg of plastic.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Perko: U.S. manufacturer of marine lighting, hardware, and navigation products with USCG-certified lighting offerings. A direct competitive peer to BSG's Navisafe brand in portable and fixed navigation lights, particularly relevant in the North American aftermarket channel.
• Harken: U.S.-based manufacturer of high-performance sailing hardware, blocks, and rigging accessories. Directly comparable to BSG's Båtsystem and NOA product lines as both serve boat owners with quality hardware where durability and Scandinavian/American design heritage support premium pricing.
• Beckson Marine: Manufacturer of marine accessories including vents, pumps, hatches, and hardware for sailboats and small craft. Similar to BSG in family-ownership heritage, niche specialization, and reliance on a multi-decade reputation in independent marine chandleries.
• Lewmar: Marine hardware specialist offering winches, hatches, steering, and deck hardware globally. Comparable to BSG on premium marine accessory positioning, OEM relationships, and broad SKU breadth targeting sailboat and motor yacht owners in similar international channels.
• Scanstrut: UK-based specialist in cable management, mounting, and outdoor charging solutions for marine and RV applications. Highly comparable to BSG's NOA aluminum fittings in offering standardized, modular marine-grade mounting hardware via resellers worldwide.
• Attwood Marine: Long-standing marine hardware and lighting brand (part of Newell Brands) supplying OEMs and aftermarket channels. Directly comparable to BSG on marine lighting (similar category to Navisafe) and accessory breadth distributed through marine resellers.
• Camco: U.S.-based RV accessories and supplies brand with a wide house-of-brands product portfolio. Comparable to BSG's multi-brand structure, dual marine/RV focus, and broad-leisure accessory positioning targeting enthusiast consumers.
• Thetford: Global RV sanitation, refrigeration, and accessory brand. Comparable to BSG's Lagun and NOA offerings targeting the RV/motorhome enthusiast and distributed through OEM and aftermarket channels in Europe and North America.
• Magma Products: Marine accessories specialist known for grills, galley, and deck hardware, with crossover into RV/overland markets. Comparable to BSG on the dual marine/RV/overland go-to-market and premium accessories distributed via specialized resellers.

Broad incumbents

• Dometic: Global leader in RV and marine comfort systems (refrigeration, sanitation, climate). Overlaps with BSG's strategy of serving both marine and RV markets and with Lagun's RV-focused table systems, though Dometic operates at vastly larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/boatsystemgroup
• LinkedInlinkedin.com/company/boatsystemgroup
• Instagraminstagram.com/boatsystemgroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 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 Boatsystem Group