PoolKungen

What PoolKungen does

PoolKungen AB is a Swedish private limited company founded in 2003 and headquartered in Hovås, operating regional advisory offices in Göteborg, Stockholm, and Malmö. The company sells swimming pools (rectangular, round, octagonal, oval), hot tubs/spas (under Svenska Bad, Nordpool, and Svenska Pro brands), and a broad portfolio of pool accessories, water-treatment systems, covers, heating, lighting, and consumables. Its core product line features proprietary Eco Premium Magnelis steel construction — a zinc-aluminum-magnesium alloy developed specifically for Nordic corrosion conditions — and trademarked UltraShield 0.75mm reinforced vinyl liners offered across 18 patterns and all pool shapes. Complete pool packages are priced from SEK 135,500 (3×6m) to SEK 182,800 (5×10m), with accessories such as the Saphir purification unit (from SEK 14,300) and UltraShield liners (from SEK 18,400) sold separately.

The company runs a direct-to-consumer model with no intermediaries, combining a sales-led consultative motion — free home visits by pool advisors and personalized quotes within 24 hours — with a WooCommerce web shop for accessories, chemicals, spare parts, and smaller items. Revenue is generated through one-time pool and spa sales, accessory and consumable e-commerce, and professional services including installation referrals to a certified installer network and logistics fees for crane-truck deliveries. Customer payment is supported through Svea (invoice and financing) and Kustom AB (web shop payments), with delivery handled by Bring and DHL nationwide. The primary target segments are Swedish families with gardens, DIY pool builders, and spa/hot tub buyers seeking year-round outdoor use; the company reports serving thousands of households across Sweden since inception. Distribution is exclusively within Sweden, and the business currently employs 11-50 people with no external funding, M&A activity, or disclosed revenue.

Name

PoolKungen

Legal name

PoolKungen AB

Website

https://poolkungen.se

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

PoolKungen is a Swedish direct-to-consumer retailer of premium swimming pools, spas, and accessories, founded in 2003. It sells Eco Premium Magnelis steel pools and UltraShield liner packages to Swedish families, supported by free home-visit consulting, a certified installer network, and a nationwide web shop.

Ownership category

akta.pro rank

Product category

Swimming Pools and Spas

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Pools, Spas & Hot Tubs Retail (Chemicals, Accessories) (CRAIAIAK)

Keywords

• Swimming pool equipment
• Hot tub spas
• Pool installation services
• Pool accessories
• Pool maintenance chemicals

Headquarters

HQ city

Hovås

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Swimming Pool Sales: One-time sale of premium swimming pools including rectangular, round, octagonal, and oval models. Pools are sold as complete packages with steel frame, liner, filtration, lighting, and accessories. Professional installation available through certified partners.
2. Spabad (Hot Tub) Sales: Sale of premium spas including brands like Svenska Bad, Nordpool, and Svenska Pro. Spas feature Nordic performance designed for year-round outdoor use.
3. Pool Accessories & Consumables: Web shop sales of pool chemicals, maintenance products, replacement parts, cleaning equipment, heating solutions, and design details. Includes liners, covers, pumps, filters, and pool care products.
4. Professional Services: Charges for installation services through certified pool installers, delivery fees for large items requiring crane trucks, and winter plate rentals.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

PoolKungen sells premium swimming pools and spas directly to Swedish consumers, including rectangular, round, octagonal and oval pool packages (steel Eco Premium/Magnelis® frames with UltraShield™ liners), hot tubs from Svenska Bad, Nordpool and Svenska Pro, and a full accessory ecosystem (liners, purification, heating, covers, ladders, lighting, robots, salt chlorinators, UV-C and dosing systems). The company supports customers with free home-visit consultations, delivery throughout Sweden, financing through Svea, and a network of certified installers for professional installation.

Product overview

PoolKungen is a Swedish pool and spa company offering a comprehensive portfolio of swimming pools, spa products, and water treatment/accessory systems. The core product range consists of four pool shapes — Rektangulär (rectangular), Rund (round), Åttaformad (octagonal), and Oval — each available in multiple sizes, including a steel Eco Premium Magnelis® line for rectangular pools. Pool types include both self-supporting structures and Thermopools. Adjacent to pools, the company sells spabad (hot tubs) under the Svenska Bad, Nordpool, and Svenska Pro brands. The accessory ecosystem spans pool steps (pooltrappa), liners (UltraShield™ surface), water purification (Reningsverk Saphir), AFM filter glass, heating (poolvärmepumpar, elvärmare, värmeväxlare), covers and safety systems (Aqua Pooldeck®, RoyalTec lamelltäckning, pooltak), cleaning robots, salt chlorinators, UV-C purification, automatic dosing, lighting, coping, and stainless steel details. Consumables include pool chemicals, chlorine, pH regulators, startup kits, and spare parts. An online web shop also offers pool care products, party accessories, and outlet items.

Differentiator

Problem solved

Functional benefit

Products and services

• Rectangular Pool (Rektangulär pool) Rectangular swimming pool available in sizes from 3×6 m up to 5×10 m, designed for family use with self-build-friendly installation and rectangular liner options. Targets Swedish homeowners wanting the timeless rectangular design.
• Round Pool (Rund pool) Round swimming pool designed for small outdoor spaces with optimal water enjoyment, available in diameters from 3 m to 6 m.
• Octagonal Pool (Åttaformad pool) Octagonal swimming pool with classic shape offering good value, available in four sizes from 3.5×5.4 m to 6×9.2 m.
• Oval Pool (Oval pool) Oval swimming pool combining elegant Scandinavian design with easy assembly, available in seven sizes from 3×5 m to 4.2×9.5 m.
• Rectangular Eco Premium Steel Pool Magnelis® Rectangular steel pool with Magnelis® (zinc-aluminum-magnesium alloy) coating providing superior corrosion protection for Nordic climates. Sizes 3×6 m to 5×10 m, can be installed above ground or partially in-ground. Sold as complete package including steel frame, blue liner, bottom mat, ladder, stainless overflow/inlet, LED lighting, Saphir purification unit, filter media, connection kit and chemistry package.
• Spa / Hot Tub (Spabad) Year-round outdoor spa hot tubs from Svenska Bad, Nordpool and Svenska Pro brands, engineered with Nordic performance for year-round outdoor use. Financing and accessories sold separately.
• Pool Liner (UltraShield™) Pool watertight liner with UltraShield™ surface treatment, 0.75 mm thickness, available in 18 patterns (solid, mosaic, granite, Fidji, marble) across rectangular, round, octagonal and oval shapes. Withstands temperatures up to 30°C and includes algae protection. From 18,400 SEK (3×6 m rectangular).
• Pool Staircase (Pooltrappa) Pool staircase available in three models — gaveltrappa (end-wall from 18,900 SEK), hörntrappa (corner from 24,900 SEK), and loungetrappa (lounge from 28,500 SEK) — providing safer entry/exit compared to ladders and serving as seating or play areas.
• Saphir Purification Unit (Reningsverk Saphir) Energy-efficient water purification system from 14,300 SEK, available in three models (75, 110, 140) with varying capacity. Weight 35 kg. Paired with AFM filter glass media for superior filtration over traditional filter sand. Designed for Nordic conditions with variable temperature and usage patterns.
• AFM Filter Glass (Filterglas) Premium filter glass media (0.5–1 mm grain size, 18 kg/sack, 450 SEK) replacing traditional filter sand. Lasts up to 5 years vs. 2 years for sand, providing cleaner and clearer water with less backwashing.
• Pool Heating Solutions (Pooluppvärmning) Pool heating solutions including heat pumps (poolvärmepumpar), electric heaters (elvärmare) and heat exchangers (värmeväxlare) designed to extend the swimming season in Nordic climates.
• Pool Covers and Safety Covers Pool covers and safety covers including automatic lamella covers (lamelltäckning), manual pool covers, pool enclosures (pooltak) and winter plates for seasonal protection, safety and heat retention. Includes Aqua Pooldeck®, RoyalTec automatic lamella cover, and Royal manual safety pool cover.
• Pool Cleaning Robot (Poolrobot) Automatic pool cleaning robots that clean pool floors, walls, and waterline to reduce manual cleaning effort.
• Salt Chlorinator (Saltklorinator) Salt chlorinator system for automated chlorine dosing, providing gentler disinfection compared to traditional chlorine addition.
• UV-C Water Purification (UV-C rening) UV-C water purification system using ultraviolet light to complement chemical treatment and improve water clarity.
• Automatic Dosing System (Automatisk dosering – Klor & pH) Automatic dosing systems for chlorine and pH regulation, maintaining stable water chemistry with minimal manual intervention.
• Pool Lighting (Poolbelysning) Pool lighting solutions including LED lamps (e.g., Marine white in stainless steel) for aesthetic enhancement and extended evening use.
• Pool Coping Stones (Kantsten) Pool coping stones providing a finished edge around the pool, available in multiple styles including rounded variants.
• Stainless Steel Pool Details (Rostfria pooldetaljer) Stainless steel pool details including overflows (bräddavlopp) and inlets (inlopp) with corrosion resistance for Nordic conditions.
• Jet Stream Swim Current System Swim current system for counter-current swimming and aquatic exercise, available in different variants for various pool configurations.
• Pool Care Chemicals (Poolvård & Kemikalier) Pool care products including chlorine-based chemicals, pH regulators, test equipment, and maintenance supplies for daily water chemistry management.
• Pool Spring Opening Start Kit Spring opening kit and step-by-step guide for preparing pools for the bathing season after winter, including all necessary startup chemicals and procedures.
• Original Spare Parts (Reservdelar) Original spare parts for pools and spas including replacement filters, pump components, and technical parts for long-term operation and repair.
• Aqua Forte Frequency Converter Frequency converter for pool pump optimization, claimed to reduce energy consumption by up to 80% by regulating and optimizing pump speed and power usage.

Quantifiable outcome

• Pool liner lifespan of 10-15 years with proper care
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SveacoreOthersPayment services partner providing invoice and financing options for pool and spa purchases. Customers can choose between full invoice payment two weeks after delivery or financing options through Svea.
• Kustom ABcoreOthersPayment service provider for web shop transactions. Handles payment processing for online purchases on poolkungen.se.
• BringminorOthersShipping and logistics partner for web shop deliveries. Handles parcel delivery throughout Sweden.
• DHLminorOthersShipping and logistics partner for web shop deliveries. Sends SMS notifications for delivery updates (mobile number required).
• Certified Pool InstallerscoreImplementation/ SI/ Consulting PartnerNetwork of certified pool installation professionals throughout Sweden. Recommended to customers for pool installation, excavation, and finishing work. Installation contracts directly between installer and customer.
• Svenska Bad (via aquae.se)coreImplementation/ SI/ Consulting PartnerTechnical support partner for spa service and repairs. Handles warranty service requests for spas from Svenska Bad, Nordpool, and Svenska Pro brands purchased through PoolKungen.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/poolkungen

Revenue estimate

Valuation estimate

Number of profiles

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 PoolKungen