Widforss 1729 AB
- Company typePrivate
- Founded1729
- HeadquartersStockholm, Sweden
- Headcount—
- GTM typeB2C
- OfferingServices
Widforss 1729 AB firmographics
Firmographics- Name
- Widforss 1729 AB
- Legal name
- Widforss 1729 AB
- Website
- https://widforss.se
- Company type
- Private
- Founded year
- 1729
- Operating status
- Operating
- Ownership category
- akta.pro rank
Widforss 1729 AB industry classification
Industry- Product category
- Outdoor and Hunting E-commerce Retail
- NAICS
- Sporting Goods Retailers (45911)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industries
- Camping & Overlanding Equipment Retail (CRAMAAAC), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)
Keywords
Where Widforss 1729 AB is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Widforss 1729 AB business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Product Sales (B2C E-commerce): Widforss generates revenue through the sale of outdoor, hunting, and dog equipment products via its e-commerce website widforss.se. The business is entirely domestic (Sweden-only). Revenue is collected at point of sale via multiple payment methods handled through Kustom Checkout, including Klarna invoice (30-day terms), Klarna installment (delbetala), direct bank payment via Swish, and card payments (VISA, Mastercard). Free shipping is offered on orders above 599 SEK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Widforss 1729 AB product offering
Product offeringCore offering
Widforss 1729 AB is an online retailer selling outdoor, hunting, and dog gear, clothing, footwear, and accessories to consumers and businesses in Sweden via its e-commerce website widforss.se. The catalog spans men, women, and children's apparel; hunting clothing, optics, riflescopes, and accessories; outdoor equipment (backpacks, tents, sleeping bags, hiking gear); and dog food, harnesses, and accessories. Orders are fulfilled from a shared ~40,000 m² logistics center in Morgongåva and delivered within Sweden via ten-plus integrated shipping carriers.
Product overview
Widforss 1729 AB operates Sweden's oldest outdoor e-commerce platform (established 1729) offering a broad and curated assortment across hunting (jakt) and outdoor categories. The platform serves as a multi-brand marketplace featuring proprietary product lines and sub-brands including Non-stop dogwear (Norwegian dog equipment brand founded 2009), REAL Turmat (Norwegian freeze-dried outdoor meals), Nutrolin (Finnish dog nutritional supplements), Stanley (American vacuum-insulated products), and Casström (Swedish hand-forged knives). Core product categories span Herr/Dam/Barn clothing, Jakt (hunting), Outdoor equipment, Hund (dog supplies), and Deals (discounted items up to 70%). The platform integrates with Kustom Checkout for payments, multiple shipping carriers (PostNord, Budbee, Instabox, DHL, Schenker, and others), and offers Klarna payment options. Key featured brands include Garmin, ThermaCell, Carhartt, Lundhags, Merrell, Osprey, Härkila, and Crispi. The company operates from Stockholm with warehouse in Morgongåva, using electric trucks from Einride for climate-friendly deliveries.
Differentiator
Problem solved
Functional benefit
Companies that use Widforss 1729 AB
Customer profileSegments3 records
Ideal customer profiles3 records
Widforss 1729 AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Widforss 1729 AB partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Delitea, Babyland, Smarta SakerminorWidforss shares its ~40,000 m² logistics center in Morgongåva with Delitea, Babyland, and Smarta Saker, all operating under the same warehouse roof for shared operational efficiency.
- ApoteaminorWidforss collaborates with Apotea on knowledge and transport logistics, leveraging shared expertise in e-commerce fulfillment and domestic last-mile delivery.
- PostNord, Budbee, Instabox, DHL, DB Schenker, Premo, Bussgods, Early Bird, Airmee, VelovecoreWidforss integrates with 10+ Swedish domestic shipping carriers for order fulfillment. These partners handle last-mile delivery to Swedish consumers across various service levels (standard, express, same-day, next-day, evening, and morning delivery). Freight bookings are managed via the Unifaun platform.
- Kustom (Checkout Platform)coreKustom Checkout serves as Widforss's e-commerce checkout platform, aggregating multiple payment methods (Klarna invoice, installment, Swish, card payments) into a single integrated experience. Kustom also supports business/corporate checkout.
- KlarnacoreKlarna processes all payment options offered at Widforss: invoice (30-day payment), installment (delbetalning), direct bank payment, Swish, monthly invoice, and card payments. Widforss passes no credit check directly but relies on Klarna's credit assessment.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Widforss 1729 AB competitors and assessment
Company assessmentDirect peers
- Outnorth: Swedish online outdoor retailer specializing in hiking, skiing and outdoor apparel/equipment with a curated premium-brand assortment. Closely comparable to Widforss on e-commerce-only GTM, multi-brand outdoor focus and Swedish/Nordic customer base, though with less emphasis on hunting.
- Jaktia: Sweden's dedicated hunting retailer operating online and physical stores, focused on rifles, ammunition, optics, hunting apparel and game management. The most directly comparable hunting-focused peer to Widforss's Jakt (hunting) category, with similar merchandising and customer base.
- Addnature: Swedish online outdoor retailer emphasizing sustainability and curated outdoor/hiking brands. Comparable to Widforss on Swedish e-commerce model, outdoor category focus and premium-brand merchandising, with a stronger sustainability narrative.
- Sportamore: Swedish online sporting goods retailer (acquired by XXL ASA) selling apparel, footwear and equipment across multiple sports. Comparable to Widforss on online-only e-commerce model and broad Swedish sporting-goods assortment, though with less hunting-specific curation.
- Naturkompaniet: Swedish outdoor retailer (part of Fenix Outdoor group) operating online and physical stores across hiking, camping and nature categories. Comparable to Widforss on outdoor assortment and Swedish market, with the addition of a physical-store channel that Widforss lacks.
- Stadium: Major Swedish sporting goods chain operating ~170 physical stores plus a strong e-commerce site, covering footwear, apparel and equipment across many sports. Comparable to Widforss on sporting-goods assortment and Swedish consumer base, with a much larger physical-store footprint.
Regional players
- Frilufts Retail Europe: Pan-Nordic outdoor retail group (parent of Partioaitta, Globetrotter, Naturkompaniet-adjacent brands) operating across Finland, Germany and the Nordics. Comparable to Widforss on outdoor retail and multi-country Nordic footprint, though operating at significantly larger scale and with physical-store infrastructure.
- Partioaitta: Finland's leading outdoor retailer (part of Frilufts Retail Europe) with online and physical stores across hiking, camping, skiing and hunting. Comparable to Widforss on outdoor category and Nordic hunting/outdoor customer, but serves the Finnish rather than Swedish market.
Broad incumbents
- XXL ASA: Nordic sporting goods discounter operating physical mega-stores and e-commerce across Norway, Sweden, Finland and Austria. Comparable to Widforss on sporting-goods category and Nordic footprint, but at a much larger scale and with a discount-led positioning.
Others
- Houdini Sportswear: Swedish outdoor apparel brand/manufacturer focused on sustainable, functional clothing for hiking, skiing and climbing. Adjacent to Widforss as a Swedish outdoor ecosystem player; relevant for category trends and as a potential brand partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Widforss 1729 AB social profiles
Digital presenceWidforss 1729 AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Widforss 1729 AB leadership team
Management profileNumber of profiles
Profiles1 record
Widforss 1729 AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Widforss 1729 AB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Widforss 1729 AB
What does Widforss 1729 AB do?
Widforss 1729 AB is an online retailer selling outdoor, hunting, and dog gear, clothing, footwear, and accessories to consumers and businesses in Sweden via its e-commerce website widforss.se. The catalog spans men, women, and children's apparel; hunting clothing, optics, riflescopes, and accessories; outdoor equipment (backpacks, tents, sleeping bags, hiking gear); and dog food, harnesses, and accessories. Orders are fulfilled from a shared ~40,000 m² logistics center in Morgongåva and delivered within Sweden via ten-plus integrated shipping carriers.
Is Widforss 1729 AB a public or private company?
Widforss 1729 AB is a private company. It is classified as unknown and is currently operating.
When was Widforss 1729 AB founded?
Widforss 1729 AB was founded in 1729.
Where is Widforss 1729 AB based?
Widforss 1729 AB is headquartered in Stockholm, Sweden, in the Europe region.
How does Widforss 1729 AB make money?
One revenue line is on record: product Sales (B2C E-commerce).
Who are Widforss 1729 AB's main competitors?
Direct peers on record are Outnorth, Jaktia, Addnature, Sportamore, Naturkompaniet and Stadium. Regional players are Frilufts Retail Europe and Partioaitta. XXL ASA is listed as a broad incumbent. Houdini Sportswear is listed as an others.
Does Widforss 1729 AB have an API?
No public API is recorded for Widforss 1729 AB.
What industry is Widforss 1729 AB in?
Widforss 1729 AB's product category is Outdoor and Hunting E-commerce Retail. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRAMAAAC, Camping & Overlanding Equipment Retail. Its NAICS code is 45911.