Lundhags - Mad about Nature since 1932

What Lundhags - Mad about Nature since 1932 does

Lundhags is a Swedish outdoor brand founded in 1932, operating under the legal entity BRAV Sweden AB from its headquarters in Bromma, Sweden. The company designs and sells trekking boots, technical apparel, backpacks, and accessories for hiking, trekking, ski touring, Nordic skating, and outdoor lifestyle use, targeting EU consumers through its own direct-to-consumer e-commerce platform, physical retail stores in Sweden, and dedicated repair/custom services. The product architecture is grounded in proprietary shell boot construction technology developed since the 1960s (one-, two-, and three-layer configurations pairing full-grain leather shafts with cellular rubber bottoms), supported by patented elements including Certech waterproof rubber compounds, Heel Fit Control (HFC™) heel grip technology, and Liba Smart mudguards. The apparel line uses Lundhags Polyester Cotton (organic cotton/recycled polyester blend) and integrates partner-supplied technical materials such as Schoeller Dryskin stretch panels and Schoeller Keprotec reinforcements, plus PFC-free DWR treatments across the range. Long-tenured supplier relationships with Vibram (outsoles), Heinen Terracare and Perwanger (leather), Schoeller (technical fabrics), and Rottefella (binding-system compatibility for ski boots) shape the bill-of-materials.

The business model is direct-to-consumer with a single revenue stream of one-time product sales at unit prices ranging from €17.5 (accessories and care products) to €590 (premium boots such as the Jaure II Ms High). Free shipping applies on EU orders above €100, with seasonal markdowns of 30% on selected styles. The company pursues a horizontal segmentation strategy across four use-case segments: outdoor enthusiasts and hikers, trekking and mountaineering, Nordic winter sports, and outdoor lifestyle. Strategic differentiation rests on durability and repairability: boots are resoleable, several flagship models carry lifetime warranties (Forest II, Jaure II, Professional II), and the company operates an in-house repair service, a custom-made boot program, and a second-hand resale marketplace that supports its sustainability positioning. Distribution is concentrated in the EU under the GPSR compliance regime effective December 2024, with marketing executed through owned website, Facebook, Instagram, YouTube, content/journal stories, product guides, seasonal sale campaigns, and ambassador partnerships. No wholesale partners, no enterprise/B2B customers, and no disclosed financial metrics are present in the source data.

Name

Lundhags - Mad about Nature since 1932

Legal name

BRAV Sweden AB

Website

https://lundhags.com

Company type

Private

Founded year

1932

Operating status

Operating

Short description

Lundhags is a Swedish outdoor brand, founded 1932, that designs and sells trekking boots, technical apparel, backpacks, and accessories directly to EU consumers through e-commerce, physical retail, and repair services, with a focus on durable, repairable products and lifetime warranties.

Ownership category

akta.pro rank

Product category

Outdoor Apparel and Footwear

NAICS

Shoe Retailers (45821), Footwear Manufacturing (3162), Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Hiking Footwear (CRAAACAD)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outdoor, Hiking & Trail Footwear Retail (CRAAADAE), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Outdoor hiking footwear
• Trekking apparel
• Shell boot construction
• Hiking backpacks
• Outdoor gear manufacturing

Headquarters

HQ city

Bromma

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Lundhags generates revenue through direct sales of outdoor clothing, footwear, and gear to consumers through its e-commerce platform and physical stores. Products include jackets, pants, shorts, t-shirts, boots, backpacks, and accessories with price points ranging from €17.5 to €590.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Lundhags designs, manufactures, and sells outdoor footwear (hiking and trekking boots, winter boots, Nordic ski/skate boots, lifestyle boots), outdoor clothing (jackets, pants, shorts, base layers, t-shirts, sweaters made with proprietary fabrics and partner technical materials), and trekking backpacks. The company sells direct-to-consumer through its e-commerce platform and physical stores in Sweden, supplemented by services including boot repair/resoling, custom-made boots, warranty registration with lifetime warranties on select models, and a second-hand product marketplace.

Product overview

Lundhags is an outdoor apparel and footwear brand established in 1932, operating from Sweden. The product portfolio spans multiple categories: clothing (jackets, pants, shorts, t-shirts, sweaters, baselayers), footwear (hiking boots, winter boots, ski/skate boots, lifestyle boots), and backpacks. Key product lines include the Makke Pant (bestselling hybrid trekking pant), Tyre Collection (sustainable stretch clothing), and Tived Trail Boot (lightweight hiking footwear). The footwear lineup features iconic shell boot constructions including Forest II, Vandra II, Jaure II, Professional II, and Tjakke II series, with specialized lines for Nordic skating (Guide series) and winter use (Skare series). Lundhags emphasizes durability, repairability, and sustainability, offering services including boot repair, custom boot manufacturing, and a second-hand marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• Makke Pant Iconic hybrid trekking pant with slim silhouette, made from Lundhags Polyester Cotton blend (organic cotton and recycled polyester) with Schoeller Dryskin stretch panels, ventilation zippers, and Keprotec reinforcements; bestseller in the men's pant category.
• Tyre Collection Stretch clothing collection featuring anoraks, pants, shorts, and merino t-shirts made from recycled materials with wind-resistant, quick-drying properties and cotton-like feel for active outdoor use.
• Tived Trail Boot Mid-cut lightweight hiking boot inspired by classic Lundhags shell boots, featuring Liba Smart mudguard, EVA midsole, and resoleable Lundhags Trail outsole; designed for light trekking and daily exploration.
• Järpen T-shirt Collection T-shirt collection made from organic cotton and TENCEL blends with classic designs, including the Järpen Relaxed pant and shorts lines; suitable for hiking and everyday wear.
• Knak T-shirt Classic cut T-shirt made from 100% organic cotton with chest pocket, suitable for outdoor activities and casual wear.
• Padje Stretch Pant Lightweight hiking pant in double-woven stretch fabric with Schoeller Keprotec reinforcements, designed for advanced trekking and demanding outdoor use.
• Bjerg Hiking Boot Flexible mid-cut hiking boot made from Italian Corradi suede leather with Vibram approach sole, Arneflex insole, and Libasmart TPU toe protection for technical hiking.
• Forest II Shell Boot Classic 1-layer shell boot with full-grain leather shaft and waterproof cellular rubber bottom, designed in Jämtland by Lundhags shoemakers; comes with lifetime warranty.
• Vandra II Shell Boot Versatile 1-layer shell boot with Vibram Traction outsole, available in mid and high shaft variants with wider fit options for hiking and trekking.
• Jaure II Shell Boot Premium high shell boot with 3-layer construction, waterproof base, and leather shaft, engineered for demanding hiking with heavy backpacks; lifetime warranty included.
• Professional II Shell Boot 3-layer shell boot designed for heavy hiking and demanding outdoor work, featuring Certech EXP waterproof bottom construction and lifetime warranty.
• Tjakke II Trekking Boot Technical versatile 3-layer shell boot with Perwanger suede leather shaft, Liba Smart waterproof protection, and Vibram Curcuma outsole for technical trekking.
• Padje Light Trekking Boot Lightweight trekking boot with 3-layer construction of nubuck leather, Ariaprene insulation, and Certech Exp reinforcement for rugged conditions.
• Skare II Winter Boot Lightweight winter hiking boot with leather shaft, Certech cellular rubber base, Vibram Mattarone outsole with Arctic Grip technology, and removable wool felt liner.
• Trekking Backpacks Trekking backpack lineup including the Tived Pace series (e.g., 12L day pack at €175) and Padje Ultralight series (e.g., 25L at €365) for multi-day hiking adventures.
• Guide Series Nordic Ski/Skate Boots Ski touring and Nordic skating boot series including Guide BC, Guide Expedition 75, and Guide Expedition BC, built with Lundhags shell principle construction and compatible with Rottefella NNN BC bindings.
• Abisku Tour Ski Boots Tour ski boots designed for Rottefella Xplore bindings, featuring Perwanger suede leather upper and 5mm cellular rubber base for backcountry ski touring.
• Boot Repair Service Boot repair and resoling service offered by Lundhags to extend product lifespan and support the brand's sustainability commitment.
• Boot Warranty and Registration Service Boot warranty registration service that activates warranties on Lundhags boots, including lifetime warranties on select flagship models (Forest II, Jaure II, Professional II).
• Custom Made Boot Service Custom-made trekking boot service that delivers personalized fit and specifications for individual customer requirements.
• Second Hand Product Platform Pre-owned Lundhags products buy-and-sell platform that supports the circular economy and extends the lifecycle of Lundhags products.

Quantifiable outcome

• All boots are repairable and resoleable with boot guarantee included
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• RottefellacoreTechnology or IntegrationRottefella is a binding manufacturer whose products are compatible with Lundhags ski boots. Specifically, Lundhags ski boots like Abisku Xplore and Abisku Expedition Xplore fit Rottefella Xplore bindings, while Guide Expedition BC fits Rottefella NNN BC bindings. This integration partnership ensures customers can use Lundhags boots with standard Nordic ski binding systems.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Merrell: American outdoor footwear brand owned by Wolverine World Wide with broad hiking, trail running, and casual outdoor footwear portfolio. Competes with Lundhags in hiking boots but operates at significantly larger scale with mass-market distribution.
• Salomon: French global outdoor footwear and equipment leader owned by Amer Sports, offering hiking, trail running, and ski boots at scale. Competes with Lundhags across multiple outdoor footwear categories but at much larger scale, broader product portfolio, and global distribution.

Direct peers

• Klättermusen: Swedish premium outdoor brand offering climbing, hiking, and mountaineering apparel and equipment with sustainability and longevity focus. Closely comparable to Lundhags in Nordic heritage, premium pricing, repair-oriented positioning, and DTC-led go-to-market.
• Hanwag: German heritage hiking and trekking boot manufacturer founded in 1921, specializing in resoleable construction, premium leather boots, and European craftsmanship. Directly comparable to Lundhags' core boot business with similar proprietary construction methods and repair-oriented positioning.
• Meindl: German heritage boot maker specializing in hiking, trekking, and mountaineering footwear with handmade construction and premium positioning. Comparable to Lundhags in European craftsmanship heritage, premium price points, and focus on resoleable technical boots.
• Scarpa: Italian premium outdoor footwear brand specializing in mountaineering, hiking, ski touring, and climbing boots with European craftsmanship heritage. Comparable to Lundhags in technical boot construction, ski touring category presence, and premium European positioning.
• Lowa: German premium hiking and trekking boot brand with deep heritage, resoleable construction, and European craftsmanship. Directly comparable to Lundhags' flagship hiking boot lines, sharing premium pricing, repair-focused philosophy, and emphasis on durable technical footwear.
• Fjällräven: Swedish heritage outdoor brand founded in 1960 with overlapping heritage positioning, premium direct-to-consumer focus, and product range spanning outdoor apparel, footwear, backpacks, and gear. Highly comparable as a Nordic outdoor brand with similar sustainability messaging and multi-channel DTC strategy.

Regional players

• Alfa (Alfa Sko): Norwegian premium outdoor boot manufacturer specializing in hiking, hunting, and ski footwear with European craftsmanship heritage. Comparable to Lundhags in Nordic boot heritage, premium construction methods, and resoleable boot positioning, though primarily serving the Norwegian market.
• Hestra: Swedish heritage glove and outdoor accessories brand founded in 1936, serving similar Nordic outdoor enthusiasts with premium handwear and accessories. Comparable as a Swedish heritage outdoor brand with overlapping customer base, though focused on gloves rather than footwear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@lundhagssverige
• Facebookfacebook.com/lundhagsSE
• Instagraminstagram.com/lundhags

Compliance1 record

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 Lundhags - Mad about Nature since 1932