Shades Of Norway

Name

Shades Of Norway

Legal name

Bestun AS

Website

https://shadesofnorway.no

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Eyewear

NAICS

Optical Goods Retailers (45613), Optical Goods Retailers (456130), Ophthalmic Goods Merchant Wholesalers (42346)

SIC

Ophthalmic Goods (3851)

akta.pro industry

PRIMARYCRAAAKAB

Sunglasses (Non-Prescription)

Consumer Products & Retail/Apparel, Footwear & Accessories/Eyewear (Frames & Sunglasses)

SECONDARYCRAAAKAC

Sport & Performance Eyewear

Consumer Products & Retail/Apparel, Footwear & Accessories/Eyewear (Frames & Sunglasses)

SECONDARYCRAMAJAC

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Winter Sports (Ski/Snowboard) Retail

Keywords

• Norwegian sunglasses
• Polarized sports eyewear
• Ski goggles
• Sustainable eyewear
• Photochromic lenses

Headquarters

HQ city

Sandvika

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Eyewear: Direct sales of sunglasses, sports glasses, and ski goggles through e-commerce and retail partners. Products range from sunglasses (900-2200 NOK) to sports glasses (1200-2000 NOK) to alpine goggles (750-2800 NOK).
2. Digital Gift Cards: Digital gift cards sold in increments from 100 NOK to 2000 NOK, valid for 12 months.
3. Wholesale Distribution: B2B sales to optical shops, sports retailers, and specialty stores across Norway and internationally.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Shades of Norway designs, manufactures, and sells Norwegian-heritage sunglasses, sports glasses, and ski goggles through its own Shopify storefront and wholesale channels. The product range spans polarized everyday sunglasses (Stavern, Notodden, Aurora, Bryggen), athlete-collaboration and sports performance glasses (OL series, Raudfjellet, Maraton 25), and ski goggles with magnetic interchangeable lens systems (Galdhøpiggen, Telemark, Shades Racing). Pricing spans 750–2800 NOK with free shipping across Norway.

Product overview

Shades of Norway is a Norwegian eyewear brand offering a diverse portfolio of sunglasses, sports glasses, and ski goggles designed for Norwegian conditions. The product lineup includes core sunglass collections (Aurora, Bryggen, Bystranda, Kjevik, Notodden, Oppland, Stavern, Norgesbrillen), collaboration models (RS Seagull with Redningsselskapet, MIX SoHo with Mix Diskerud, OL Nora Mørk and OL Vipers with handball athletes), sports performance glasses (OL series, Kollen, Raudfjellet, Maraton 25, MIX Nordic, MIX Oslo), and ski goggles (Galdhøpiggen, Telemark, Norgesgoggle, Shades Racing). The company also offers children's glasses (SON Kids) and accessories (caps, sweatbands, gift cards). Products emphasize Norwegian design, sustainability through biomass materials and recycled bottles, and specialized lens technologies including polarized, photochromic, contrast, and hydrophobic lenses.

Differentiator

Problem solved

Functional benefit

Products and services

• Stavern polarized sunglasses Classic polarized unisex sunglasses inspired by the coastal town of Stavern, featuring category 2 polarized lenses with 58% biomass frame, suitable for beach, sailing and festival use.
• Notodden sunglasses Polarized sunglasses launching in 2023 to bridge activity and leisure, with colored-mirror polarized lenses and a 58% biomass frame; suitable for marathon running, café visits, fishing, and daily use.
• Aurora polarized sunglasses Polarized sunglasses honoring the Northern Lights with a solid, flexible frame and good-fit focus, providing protection against sun and reflected surfaces.
• Bryggen classic sunglasses Classic sunglasses collection made from 5 recycled drinking bottles with a modern retro design and gold details, produced in Italy.
• Bystranda cat-eye sunglasses Cat-eye shaped women's sunglasses in transparent blue, red, and black, made from 5 recycled water bottles in Italy with category 2 or 3 lenses.
• Kjevik women's sunglasses Women's sunglasses inspired by Kristiansand's historical airport, made from 5 recycled drinking bottles in Italy with a sophisticated expression and minimalist gold details.
• Oppland classic sunglasses Timeless classic sunglasses with hand-made acetate frame, stainless steel hinges, and mineral lens with 100% UV protection, suitable for all occasions.
• Norgesbrillen patriotic sunglasses Patriotic polarized sunglasses with frame in Norwegian red, white and blue colors, featuring G15 lens; suitable for 17th of May celebrations and national costumes.
• RS Seagull maritime sunglasses Collaboration polarized sunglasses with Redningsselskapet (Norwegian Sea Rescue Society), featuring saltwater protection, floating capability with glasses strap, hydrophobic and flexible rubber materials, weighing 30 grams with UV400 lenses.
• MIX SoHo urban sunglasses Urban design sunglasses collaboration with footballer Mikkel 'Mix' Diskerud, designed and developed in New York.
• MIX Oslo sports sunglasses Sports sunglasses from the MIX collection with focus on comfort during physical activity, lightweight matte black frame with highly polarized lens and light mirror effect; designed for training with multi-directional movement.
• MIX Nordic polarized sports sunglasses Polarized sports sunglasses in black/red or white with polarized lens; a versatile collection suitable for sport fishermen, skiers, and outdoor enthusiasts.
• OL Gull sports sunglasses Fast sports sunglasses celebrating Håvard Lorentzen's 2018 Olympic gold medal in speed skating; ultra-lightweight at 25 grams with solid, durable, environmentally friendly materials, frame made with 60% biomass.
• OL kontrast sports sunglasses Sports sunglasses designed for sharper color vision; ideal for volleyball, golf, tennis, fishing with polarized lens against reflected light from water, snow and grass; weighs only 25 grams.
• OL Nora Mørk collaboration sports sunglasses Collaboration sunglasses with handball player Nora Mørk featuring polarized anti-fog lenses with team colors of Vipers; strong, lightweight frame with rubber grip for sweating conditions.
• OL Vipers numbered sports sunglasses Collaboration sports sunglasses with Vipers (Norway's national handball team) celebrating their gold; numbered from 1 to 300, each pair unique; polarized lens with environmentally friendly materials.
• OL kontrast is sports sunglasses Sports sunglasses with polarized lens for sharper colors; ideal for challenging light conditions with good coverage against wind and sun from all angles.
• OL hydrofobisk hydrophobic sports sunglasses Sports sunglasses with hydrophobic lens that repels water for clear vision in difficult weather conditions; lightweight at 25 grams with good sun coverage and versatile fit.
• OL fotokromatisk photochromic sports sunglasses The first OL sunglasses with photochromic lens that adapts automatically to light conditions, transitioning from light in dark weather to dark Category 3 lens with red mirror in bright sun.
• Kollen photochromic sports sunglasses Versatile sports sunglasses inspired by Oslo's Holmenkollen; all-round sports glasses for cycling, running, skiing, golf, volleyball with photochromic lens providing comfortable light in all conditions.
• Raudfjellet polarized sports sunglasses Modern sports sunglasses for extreme conditions; polarized lens with adjustable nose pad and solid frame weighing only 34 grams; adjustable hydrophobic nose pads for secure fit during sweating.
• Raudfjellet Maraton official Oslo Marathon sunglasses Official Oslo Marathon sunglasses; modern sports sunglasses for extreme conditions with polarized mirror lens, adjustable nose pad, and solid frame.
• Maraton 25 special edition sunglasses Oslo Marathon 2025 special edition sports sunglasses with category 3 mirror lens, hydrophobic nose pads, and unisex design targeted at running with no fogging.
• Galdhøpiggen Is ski goggles Ski goggles inspired by Norway's highest mountain; comes with two lenses (blue sun for normal sunny conditions and red spectrum contrast for whiteout and fog); features 8 strong magnets for easy lens changing without removing gloves.
• Galdhøpiggen Ild ski goggles Ski goggles with three lenses (red sun for sunny, pink spectrum contrast for whiteout, clear for evening/flat light); anti-fog and anti-scratch treated dual-layer lenses.
• Galdhøpiggen ski goggles Ski goggles named after Norway's highest mountain and inspired by Norway's toughest ski race; brown sun lens with 8 magnets for easy lens changing; designed for demanding ski conditions.
• Norgesgoggle ski goggles Norwegian ski goggles with blue lenses for good vision in all conditions from bright sun to fog; budget-friendly alternative with category 2 polycarbonate lens.
• Telemark ski goggles Ski goggles developed for all skiers, represented by the Norwegian Telemark national team; frame made with 60% biomass with 3 lenses including contrast and clear lenses; 8 magnets for quick lens changes in all conditions.
• Shades Racing high-performance ski goggles High-performance ski goggles with four interchangeable lenses (blue sun category 2, pink contrast category 1, clear, yellow), UV400 protection with anti-fog and nickel-allergy tested materials.
• SON Kids children's sunglasses Children's sunglasses designed to withstand rough use; flexible hinges, soft materials, and lens set slightly into frame to withstand being dropped and stepped on; good sun protection without compromising play.

Quantifiable outcome

• OL glasses weigh only 25 grams - among Norway's lightest eyewear
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Empo AScoreImplementation/ SI/ Consulting PartnerEmpo AS is a VTA-bedrift (sheltered workshop) that handles e-commerce operations, warehouse, logistics, and digital work for Shades of Norway. This partnership demonstrates social responsibility while ensuring reliable order processing and customer experience. Empo provides comprehensive fulfillment services combining professional service delivery with their social mission of creating meaningful work for people with disabilities.
• Oslo MaratoncoreStrategic or Co-development PartnerOfficial marathon glasses supplier for Oslo Maraton. Multiple products developed exclusively for the event including Raudfjellet Maraton and Maraton 25 models. The Raudfjellet Maraton is used as the official marathon glasses by Oslo Marathon participants.
• RedningsselskapetcoreStrategic or Co-development PartnerCollaboration with Norwegian Sea Rescue Society to develop RS Googles - quality eyewear for high-speed boating, skiing, and mountain hiking. Products available through Redningsselskapet's own webstore. Sunglasses feature salt water protection, floating capability with glasses strap, and hydrophobic materials.
• TandemeventyretminorOthersPartnership with the Tandemeventyret project that organized a cycling expedition from Lindesnes to Nordkapp in June 2022 with participants who have various disabilities, accompanied by volunteer leaders on double tandem bicycles.
• Stabekk & Snarøya TennisminorOthersLong-term partnerships with Stabekk Tennis Club (Norway's largest with 1100+ members) and Snarøya Tennis Club (founded 1971, one of Norway's most successful clubs).
• Insider SportshopminorChannel Partner/ Reseller/ DistributorRetail partner in Hintertux, Austria. Located at Hintertux 761, 6294 Hintertux, serving the ski tourism market in the Austrian Alps.
• Mix DiskerudminorStrategic or Co-development PartnerCollaboration with American-Norwegian footballer Mikkel 'Mix' Diskerud on the MIX SoHo collection. Urban design sunglasses developed and designed in New York.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweet Protection: Norwegian premium sport brand producing ski goggles, helmets, and protective gear with athlete-led marketing. Closest peer on Norwegian heritage, premium sport positioning, and ski goggle category — effectively a domestic comp for Shades of Norway.
• Bliz Eyewear: Swedish sport eyewear specialist offering sport sunglasses and ski goggles with polarized and photochromic lens options. Comparable on Nordic heritage, sport-specific product positioning, and mid-premium price band similar to Shades of Norway's 750–2,800 NOK range.
• Smith Optics: US-based performance eyewear and goggle brand specializing in ski/snow goggles and sport sunglasses. Directly comparable in target customer (active outdoor athletes), product category (sport sunglasses, ski goggles), and technology positioning (polarized, photochromic, interchangeable lenses).
• POC: Swedish safety-focused sport eyewear, goggles, and helmet brand with strong Nordic distribution. Highly comparable on premium sport positioning, ski goggle product category, sustainability narrative, and athlete endorsement strategy.
• Julbo: French heritage performance eyewear brand with strong ski/mountaineering heritage. Direct overlap on photochromic lens tech (e.g., Zebra/Reactiv lenses), sport sunglasses, and ski goggles targeted at the same active outdoor European consumer.
• Bollé: Established French sport eyewear and ski goggles brand with overlapping polarized, photochromic, and anti-fog technology. Competes in the same Nordic/European sport eyewear channels with a comparable product range and price positioning.
• Spektrum Eyewear: Norwegian sport sunglasses brand with a similar product range (sport/fashion sunglasses, sustainability messaging, athlete partnerships). Most direct domestic peer in the Norwegian sport eyewear category, overlapping on target customer and price band.

Broad incumbents

• Helly Hansen: Norwegian heritage outdoor and ski brand with eyewear product lines. Comparable on Norwegian design heritage narrative and Nordic outdoor/ski consumer base, though broader portfolio across apparel, sailing, and ski categories.
• Oakley: Global leader in sport performance sunglasses and ski goggles, owned by EssilorLuxottica. Most direct competitor on the sport/ski eyewear axes, but vastly larger scale and broader portfolio than Shades of Norway's niche Norwegian offering.

Emerging players

• Gloryfy Eyewear: Austrian sport eyewear brand with unbreakable lens technology and ski/sport sunglasses. Comparable on Alpine ski-tourism distribution, sport performance positioning, and smaller-scale premium brand identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shadesofnorway
• Instagraminstagram.com/shadesofnorway

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shades Of Norway