Noragent As
Noragent AS is a Norwegian distributor (founded 1995, Oslo, 1-10 employees) that exclusively represents six international premium brands — Mosquito Magnet, Thermacell, Victor, Dynatrap, Myggolf and EGO Power+ — selling pest control products and battery-powered garden tools via its own webshop and a nationwide Norwegian retail and dealer network.
- Company typePrivate
- Founded1995
- HeadquartersOslo, Norway
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Noragent As does
Noragent AS is a Norwegian privately held distributor (Aksjeselskap, founded 1995, headquartered at Nydalsveien 28, Oslo) specializing in pest control products and battery-powered outdoor power tools for the Norwegian consumer market. The company operates a dual-channel model combining a direct-to-consumer e-commerce webshop (noragent.no) with a nationwide network of dealer and retail partners spanning major chains including Byggmakker, Byggtorget, XL Bygg, Jernia, Felleskjøpet, Coop, Maxbo, Power, Elkjøp, XXL, Intersport, Sport 1 and Europris, alongside a Drøbak-based returns warehouse.
The product portfolio is built around six exclusive Norwegian distribution agreements with international principals: Mosquito Magnet (CO2-based mosquito traps with 15 patents on capture technology, flagship Executive model rated at up to 10,000 mosquitoes/day), Thermacell (area mosquito repellers using Prallethrin vapor to create up to 29m² mosquito-free zones, available in rechargeable, portable, lantern and backpacker form factors), Victor (mouse/rat traps and ultrasonic repellers dating to 1898, including WiFi-enabled Smart-Kill traps, Multikill electronic traps, and mechanical snap traps), Dynatrap, Myggolf (Picaridin-based roll-on, spray and wipe repellents), and EGO Power+ (56V ARC Lithium battery-powered garden tools with brushless motors, including leaf blowers, trimmers, hedge cutters, chainsaws and multi-tools). The Victor Smart-Kill Wi-Fi trap represents the only connected/smart device in the portfolio and is sourced from the upstream principal.
Revenue is generated through one-time hardware sales across both consumer (D2C webshop, cabin/holiday-home owners, event planners, campsites) and B2B (retailers reselling to end customers) channels, supported by dedicated sub-brand websites, per-brand social media presence (Facebook, Instagram, YouTube, Twitter), email newsletters, and paid Google/Facebook advertising. Pricing is not publicly disclosed. The company is small (1-10 employees), privately held with organization number 997 477 502, has no disclosed external investment, and complies with Norway's Transparency Act (Åpenhetsloven) on supply-chain human rights and labor practices.
Noragent As firmographics
Firmographics- Name
- Noragent As
- Legal name
- Noragent AS
- Website
- https://noragent.no
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Noragent AS is a Norwegian distributor (founded 1995, Oslo, 1-10 employees) that exclusively represents six international premium brands — Mosquito Magnet, Thermacell, Victor, Dynatrap, Myggolf and EGO Power+ — selling pest control products and battery-powered garden tools via its own webshop and a nationwide Norwegian retail and dealer network.
- Ownership category
- akta.pro rank
Noragent As industry classification
Industry- Product category
- Pest Control and Garden Equipment Distribution
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Mosquito Control (Misting Systems, Barrier Sprays) (HSAIANAA)
- akta.pro secondary industries
- In2Care/Trap-Based Mosquito Control (Targeted Trapping) (HSAMAEAG), Occasional Invader & Seasonal Pest Control (Boxelder Bugs, Stink Bugs, Lady Beetles) (HSAMAAAD)
Keywords
Where Noragent As is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Noragent As business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales: One-time hardware sales of pest control devices (mouse traps, rat traps, mosquito repellers) and garden tools (leaf blowers, trimmers, hedge cutters) through own webshop and dealer network. Revenue generated from direct consumer purchases and B2B sales to retailers.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Noragent As product offering
Product offeringCore offering
Noragent AS is a Norwegian distributor and online retailer specializing in pest control products (mosquito traps, rodent traps, mosquito repellents) and battery-powered outdoor garden tools. The company distributes international brands including Mosquito Magnet, Thermacell, Victor, Dynatrap, Myggolf, and EGO Power+ to consumers and retailers across Norway through its own e-commerce platform and an extensive dealer network.
Product overview
Noragent AS is a Norwegian distributor of pest control and garden products. The product portfolio centers on five core brands: Mosquito Magnet (mosquito traps), Thermacell (mosquito repellers), Victor (mouse/rat traps and pest repellers), Dynatrap, and Myggolf (mosquito repellent products), alongside EGO Power+ battery-powered garden tools. Victor products include mechanical snap traps, electric traps (Multikill, Smart-Kill WiFi-enabled), and ultrasonic pest repellers. Thermacell offers multiple variants including rechargeable (E55), portable (MR300, MR450), lantern (MRCLE), and backpacker models. Mosquito Magnet Executive is a professional-grade trap with 15 patents. EGO Power+ garden tools share 56V ARC lithium battery technology across leaf blowers, trimmers, hedge cutters, and chainsaws. The company operates primarily as a distributor through retailers throughout Norway.
Differentiator
Problem solved
Functional benefit
Products and services
- Mosquito Magnet
Quantifiable outcome
- Up to 29m² mosquito-free zone with Thermacell devices
- +4 more outcomes
Companies that use Noragent As
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
Noragent As technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Noragent As partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Mosquito MagnetcoreNoragent AS is the Norwegian distributor for Mosquito Magnet mosquito traps and machines. Mosquito Magnet is the world's best-selling mosquito trap with 15 patents on technology that makes traps catch mosquitoes much more effectively than similar products. The flagship Mosquito Magnet Executive can eliminate up to 10,000 mosquitoes per day.
- ThermacellcoreNoragent AS is the Norwegian distributor for Thermacell mosquito repellers. Thermacell products create mosquito-free zones up to 29m² using Prallethrin released into the air. Products include E55 rechargeable, Halo mini, MR300 portable, MR450 outdoor, MRCLE camp lantern, and Backpacker models.
- VictorcoreNoragent AS is the Norwegian distributor for Victor pest control products including mouse traps, rat traps, and electronic pest repellers. Victor developed the first spring-based mouse trap in 1898 and offers innovative solutions including WiFi-enabled Smart-Kill traps and Multikill electronic traps.
- DynatrapminorNoragent AS distributes Dynatrap pest control products in Norway, complementing the Victor and Mosquito Magnet product lines.
- MyggolfminorNoragent AS distributes Myggolf mosquito repellent products in Norway. Myggolf uses Saltidin (Picaridin/Icaridin) as active ingredient in roll-on, spray, and wipe products.
- EGO Power+coreNoragent AS is a distributor for EGO Power+ battery-powered garden tools in Norway. EGO products feature 56V ARC Lithium battery technology with brushless motors and jet turbine technology. Product range includes leaf blowers, trimmers, hedge cutters, chainsaws, and multi-tools. Available through specialty retailers nationwide.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Noragent As competitors and assessment
Company assessmentBroad incumbents
- Gardena: Garden tools brand owned by Husqvarna Group; directly comparable product category to the EGO Power+ line distributed by Noragent, with similar target customers.
- Fiskars Group: Multi-brand home and garden products company (Fiskars, Gerber, Wedgwood) with overlapping consumer categories in garden tools and household goods distributed through similar retail channels.
- Husqvarna Group: Global leader in garden tools and outdoor power products including the Gardena brand. Directly overlaps with Noragent's EGO Power+ distribution and shares consumer segments for outdoor tools.
- Anticimex: International pest control services company with strong Nordic presence. Serves as both a competitor (different channel) and adjacent player in the same pest control category where Noragent distributes consumer products.
- Kärcher: Global outdoor cleaning and equipment company with consumer-grade outdoor tools that overlap with Noragent's EGO Power+ garden tool offering and broader home/outdoor positioning.
Others
- EGO Power+: Manufacturer of battery-powered garden tools that Noragent distributes in Norway. Upstream supplier; comparable product category (outdoor power equipment) but operates as a manufacturer.
- Thermacell: Manufacturer of mosquito repellent products distributed by Noragent. Upstream supplier; comparable in product category but operates as a manufacturer with global distribution.
- Woodstream Corporation: Manufacturer and owner of the Victor pest control brand that Noragent distributes in Norway. Upstream supplier relationship; comparable in terms of pest control product category but operates as a manufacturer.
Direct peers
- Skousen AS: Norwegian household appliance and electronics distributor with a similar multi-brand wholesale and retail model serving major Norwegian chains. Comparable business model as a domestic distributor of premium international brands.
- Elon Group AB: Scandinavian retail and distribution group for electronics and household appliances. Operates a similar multi-brand distribution model across Nordic markets with shared retail partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Noragent As social profiles
Digital presenceNoragent As financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noragent As leadership team
Management profileNumber of profiles
Noragent As funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noragent As 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 Noragent As
What does Noragent As do?
Noragent AS is a Norwegian distributor and online retailer specializing in pest control products (mosquito traps, rodent traps, mosquito repellents) and battery-powered outdoor garden tools. The company distributes international brands including Mosquito Magnet, Thermacell, Victor, Dynatrap, Myggolf, and EGO Power+ to consumers and retailers across Norway through its own e-commerce platform and an extensive dealer network.
Is Noragent As a public or private company?
Noragent As is a private company. It is classified as unknown and is currently operating.
When was Noragent As founded?
Noragent As was founded in 1995. It employs 1 to 10 people.
Where is Noragent As based?
Noragent As is headquartered in Oslo, Norway, in the Europe region.
How does Noragent As make money?
One revenue line is on record: product Sales.
Who are Noragent As's main competitors?
Broad incumbents on record are Gardena, Fiskars Group, Husqvarna Group, Anticimex and Kärcher. Others are EGO Power+, Thermacell and Woodstream Corporation. Direct peers are Skousen AS and Elon Group AB.
Does Noragent As have an API?
No public API is recorded for Noragent As.
What industry is Noragent As in?
Noragent As's product category is Pest Control and Garden Equipment Distribution. Its primary akta.pro industry code is HSAIANAA, Mosquito Control (Misting Systems, Barrier Sprays), with a secondary code of HSAMAEAG, In2Care/Trap-Based Mosquito Control (Targeted Trapping). Its SIC code is 5070.