Amajo AS

What Amajo AS does

Amajo AS is a Norwegian distributor and solutions provider specializing in sensory stimulation products, motor aids, and assistive technology for individuals with cognitive, sensory, and communicative support needs. Founded in 1983 by a Swedish occupational therapist and headquartered in Oslo, the company sells a curated catalog that includes Protac-branded weighted blankets, ball vests, and multi-cushions; sensory room installations incorporating fiber optics, bubble tubes, projectors, ball pools, and music/vibration furniture (Balloo and Molly Galon bean bags, music and water beds); plus welfare technology (Komp Pro digital home nursing). The portfolio spans entry-level consumer items from 75 NOK to large institutional sensory-room installations exceeding 75,000 NOK, with selected products carrying Norwegian Hjelpemiddelnummer (assistive device numbers) qualifying them for public subsidy via specialist health services.

The company operates a sales-led go-to-market through a direct e-commerce storefront, a B2B corporate account portal for institutional buyers, an Oslo showroom, telephone/email sales support, and content-driven demand generation via blog, newsletter, social channels, webinars, and trade shows. Amajo serves four primary segments: healthcare and treatment institutions (hospitals, psychiatric facilities, specialist treatment), educational institutions (schools, kindergartens, after-school care), elderly care providers (nursing homes, day care, home care), and a long tail of private individual consumers. Three clinically credentialed sales staff — an occupational therapist, a pedagogue, and an assistive device consultant — provide product guidance.

Amajo is a subsidiary of Swedish conglomerate MedCaps, operating within its Assistive Tech business area alongside sister company Abilia. Amajo is structured as a focused sales company, with order management, supply chain, and IT functions outsourced to Abilia within the same group. The business model is predominantly one-time product sales across both B2C and B2B channels, with a thin layer of distribution margin and consultation services, supplemented by sales of digital welfare technology through partnerships. Geographic scope is limited to Norway.

Name

Amajo AS

Legal name

Amajo A/S

Website

https://amajo.no

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Amajo AS is a Norwegian distributor of sensory stimulation and assistive technology products, serving healthcare institutions, schools, elderly care providers, and private consumers since 1983 as a subsidiary of Sweden's MedCaps group.

Ownership category

akta.pro rank

Product category

Assistive Technology Equipment

NAICS

Health and Personal Care Retailers (456)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Accessibility & Special Needs Equipment (Assistive Devices, Adaptive Furniture, Sensory Rooms) (EDAEAIAM)

akta.pro secondary industries

Assistive Technology (AT) Access & AAC Access Support (OT-Led) (EDAKAFAG), Occupational Therapy & Fine-Motor / Sensory Integration Instructional Materials (EDAGAMAG)

Keywords

• Sensory stimulation products
• Assistive technology equipment
• Weighted therapy products
• Sensory room design
• Motor skill aids

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Product Sales (B2C and B2B): Direct sales of sensory stimulation products, assistive devices, and sensory room equipment to both private individuals and institutional customers (healthcare facilities, schools, elderly care institutions). Products range from small items (75 NOK) to large equipment (75,000+ NOK).
2. B2B Corporate Accounts: Dedicated business account services for institutional customers in healthcare, education, and elderly care sectors with potential for bulk orders and customized solutions.
3. Komp Pro Digital Healthcare: Distribution partnership for Komp Pro - a digital home healthcare solution connecting health services, recipients, and families for seamless digital home nursing care.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Amajo AS sells sensory stimulation and assistive technology products in Norway, including custom-designed sensory rooms, weighted therapy products (e.g., Protac blankets and vests), music/vibration furniture, fiber optic lighting, bubble tubes, activity boards, and motor-skill aids. The company also distributes Komp Pro, a digital home healthcare solution. Products serve individuals with cognitive, sensory, and communicative support needs across all ages, sold to private consumers as well as healthcare, education, and elderly-care institutions.

Product overview

Amajo AS is a Norwegian assistive technology company established in 1983, offering a comprehensive portfolio of sensory stimulation products and cognitive support aids. The company's core offering centers on Sanserom (Sensory Room) solutions, which include specialized equipment like Balloo and Molly Galon bean bags with music vibration features, Protac SensCircle multi-cushions, fiber optics, bubble tubes, and music beds. The product range spans four main categories: Sansestimulering og kognisjon (sensory stimulation and cognition), Aktivitet og bevegelse (activity and movement), Tid og planlegging (time and planning), and Læring og konsentrasjon (learning and concentration). Additional offerings include Velferdsteknologi (welfare technology) such as Komp Pro for digital home nursing. Products are designed for individuals with extra needs across all ages, including children, youth, adults, and elderly, serving both private individuals and businesses in healthcare, schools, and elderly care sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Sanserom (Sensory Room) Solutions

Quantifiable outcome

• Products available for government subsidy through Norwegian specialist health services
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and product partnership.

• AbiliacoreStrategic or Co-development PartnerAbilia and Amajo work closely together as part of the same MedCaps group. Together they have a broad product portfolio in cognitive and communication aids. Abilia handles operations including orders, supply chain, and IT for Amajo. They share knowledge in communicative and cognitive support, thought-stimulating environments, motor skills, and play. Amajo is a sales company with outsourced operations to Abilia.
• Kompproduct partnershipChannel Partner/ Reseller/ DistributorAmajo distributes Komp Pro - a digital home healthcare solution that seamlessly connects health services, recipients, and families for digital home nursing care. The solution helps streamline services, reduce travel time, and provide continuous social contact and support to those who need it most, helping prevent loneliness, social isolation, and digital exclusion.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Emerging players

• Harkla: US-based DTC-focused sensory products company offering weighted blankets, sensory swings, and fidget tools. Comparable product categories to Amajo's consumer sensory line but primarily serves the North American home/parent market rather than Norwegian institutional buyers.

Direct peers

• TFH Special Needs Toys: UK/US distributor of sensory, educational, and therapeutic products for children and adults with special needs. Comparable product mix (sensory toys, weighted items, activity boards) and similar B2C/B2B institutional distribution model.
• Etac AB: Swedish manufacturer of assistive equipment covering mobility, daily living, and pressure care. Closely comparable as a Nordic-headquartered specialist assistive technology company serving both consumer and institutional markets across healthcare and elderly care.
• Sensory Direct: Ireland/UK supplier of sensory rooms and sensory equipment to schools, care homes, and therapy providers. Comparable product catalog (bubble tubes, fiber optics, sensory lighting) and similar institutional sales-led GTM motion.
• Protac A/S: Danish manufacturer of weighted blankets, ball vests, and sensory chairs (e.g., Protac SenSit, Protac kuledyne). Amajo is itself a distributor of Protac products in Norway, so Protac is both a supplier and a direct comparable operating in identical sensory stimulation categories for the same end-user populations.
• Rompa Ltd: UK-based manufacturer and supplier of Snoezelen multi-sensory environment equipment, sensory rooms, and tactile products. Directly competes with Amajo's sensory room offering (fiber optics, bubble tubes, ball pools) for institutional buyers in healthcare and special education.
• Southpaw Enterprises: US-based manufacturer of sensory integration equipment including weighted products, balance equipment, and therapy tools for occupational therapists. Closely comparable product catalog and target customer base (OTs, special educators, therapy clinics) to Amajo.
• Abilia AB: Swedish developer of cognitive and communication aids within the same MedCaps group as Amajo. Operates in directly overlapping categories (assistive technology for special needs) and handles Amajo's operational back office, making it the closest functional peer and group-mate.

Broad incumbents

• Patterson Medical / Performance Health: Large global distributor of rehabilitation, assistive, and therapy equipment. Overlaps with Amajo in therapeutic/sensory products but operates across a much broader catalog spanning mobility, daily living, and clinical supplies rather than specializing in sensory stimulation.
• Permobil AB: Swedish-headquartered global leader in advanced wheelchair and assistive mobility solutions. Comparable as a Nordic-rooted assistive technology incumbent serving healthcare and rehabilitation, but operates at vastly larger scale and broader scope than Amajo's sensory niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Amajo AS