Hekta Pa Tur As

What Hekta Pa Tur As does

Hekta På Tur AS is a privately held Norwegian outdoor recreation e-commerce retailer operating exclusively through the hektapatur.no online storefront and serving consumers in Norway. The company sells approximately 15,000 product lines across outdoor equipment, camping gear, hiking apparel, footwear, water sports equipment, and a dedicated hunting category, distributed under premium third-party brands including Fjällräven, Bergans, Patagonia, Osprey, Aclima, and Falkeberg, plus the in-house Falkeberg label. Customer service is delivered via phone, email, and chat, with policies including free shipping over 1,500 NOK, 30-day open purchase, free exchange on same-price items, and a 99 NOK return fee. The customer base is dominated by individual Norwegian outdoor enthusiasts and families, with a secondary corporate/business buyer portal for bulk and gift purchases. Supporting products include a digital and physical Gift Card program (300 NOK to 8,000 NOK, one-year validity) and an independent Product Tester program that generates authentic user content for social channels.

Underlying operations run from a purpose-built 4,200+ m² headquarters and fulfilment facility in Stokke, Norway (Borgeskogen 45D), equipped with geothermal heating and cooling, LED lighting, and rooftop plus facade solar panels installed in 2023, with annual electricity consumption of approximately 80,000 kWh. The technology stack is described as a standard e-commerce platform with integrated logistics, returns management, and sustainability tracking; there are no proprietary technical features or AI/ML capabilities disclosed. Distribution is handled exclusively by logistics partner Bring, which provides climate-neutral shipping and emission-free last-mile delivery in Norway's four largest cities. The company also operates Bruktmarkt (bruktmarked.hektapatur.no), a free peer-to-peer secondhand outdoor equipment marketplace launched in 2019 that reaches over 12,000 daily visitors and functions as a circular-economy funnel back into the main store. Sustainability credentials include Norwegian Transparency Act compliance, supplier sustainability requirements, biodegradable packaging development with NorEngros, and waste recycling with Ragn Sells.

The business model is straightforward direct-to-consumer one-time retail sales with no subscription or recurring component. Revenue is generated entirely through transactional product sales, gift card purchases, and downstream conversions from the free Bruktmarkt marketplace. Growth is driven through product-led e-commerce mechanics including a broad SKU assortment, seasonal promotional campaigns (Sommersalg, Superdeals, Outlet, bundles), and authentic content generated by the Product Tester program and amplified across Facebook, Instagram, YouTube, and TikTok. The company is founder or management owned with no institutional investors or parent company identified.

Name

Hekta Pa Tur As

Legal name

Hekta På Tur AS

Website

https://hektapatur.no

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Hekta På Tur AS is a privately held Norwegian online retailer selling approximately 15,000 outdoor, camping, hiking, water sports, and hunting product lines to Norwegian consumers and businesses via the hektapatur.no storefront, supplemented by a free secondhand marketplace and gift card program.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Outdoor equipment retail
• Camping supplies
• Hiking apparel
• Outdoor footwear
• Secondhand marketplace

Headquarters

HQ city

Stokke

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2C E-commerce): One-time retail sales of outdoor equipment, clothing, footwear, and accessories through the online store. Revenue generated per transaction with no recurring subscription component.
2. Gift Cards: Digital and physical gift cards sold in denominations from 300 NOK to 8000 NOK. Gift cards are valid for one year from issuance and can be redeemed across the full product catalog.
3. Used Equipment Marketplace: Commission-free second-hand outdoor equipment marketplace launched in 2019. While the platform itself is free for sellers and buyers, it drives customer engagement and repeat purchases to the main store.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Hekta På Tur AS is a Norwegian e-commerce retailer that sells outdoor recreation equipment, hiking apparel, camping gear, footwear, water sports equipment, and hunting products from premium brands such as Bergans, Patagonia, Fjällräven, and Osprey across approximately 15,000 product lines. The company complements its primary retail store with a free peer-to-peer secondhand marketplace (Bruktmarked), a digital and physical gift card program, and a dedicated corporate customer channel for business buyers.

Product overview

Hekta På Tur is a Norwegian e-commerce outdoor recreation retailer operating the main online store at hektapatur.no, offering approximately 15,000 product lines across outdoor equipment, camping gear, hiking apparel, footwear, and water sports equipment. The core store is organized into product categories (Sleep Outdoors, Backpacks, Footwear, Water Sports, Hunting, Children's) and promotional sections (Summer Sales, Superdeals, Outlet, Bestsellers, New Arrivals). Supporting the core e-commerce platform, the company operates a free peer-to-peer secondhand marketplace (Bruktmarked) launched in 2019, a Gift Card program in digital and physical formats, and a Product Tester Program for independent product evaluation. The business is structured around brands including Bergans, Patagonia, Fjällräven, Falkeberg, Kattnakken, Osprey, Aclima, and many others, sold across men's, women's, and children's segments.

Differentiator

Problem solved

Functional benefit

Brands

• Bruktmarked: Online marketplace for buying and selling secondhand outdoor equipment, launched in 2019.

Products and services

• Hekta På Tur Online Outdoor Store Norwegian e-commerce outdoor recreation retailer offering approximately 15,000 product lines across hiking apparel, camping gear, footwear, water sports equipment, hunting, and children's outdoor wear, with free shipping over 1,500 NOK and a 30-day return policy. Serves individual consumers across Norway.
• Bruktmarked Secondhand Outdoor Marketplace Free peer-to-peer marketplace for buying and selling pre-owned outdoor equipment including sleeping gear, backpacks, apparel, footwear, children's items, and water sports equipment. Operates as a separate platform at bruktmarked.hektapatur.no and reaches over 12,000 outdoor enthusiasts daily.
• Hekta På Tur Gift Cards Gift cards available in denominations from 300 NOK to 8,000 NOK, sold in both digital and physical gift box formats (physical boxes include a Hekta På Tur neck gaiter). Redeemable across the full product assortment and valid for 12 months from issuance, suitable for consumer and corporate gifting.

Quantifiable outcome

• Reaches over 12,000 outdoor enthusiasts daily through the used equipment marketplace
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• BringcoreChannel Partner/ Reseller/ DistributorPrimary logistics and delivery partner handling all outbound shipments and returns. Return shipping labels are generated through Bring's system. Offers climate-neutral shipping options for packages. Hekta På Tur requires emission-free door-to-door delivery in the four largest Norwegian cities through Bring.
• Terra SolarcoreStrategic or Co-development PartnerSolar energy solutions provider that installed photovoltaic panels on both the roof and facade of the Hekta På Tur facility in 2023. The solar installation helps offset the company's approximately 80,000 kWh annual electricity consumption.
• Ragn SellsminorStrategic or Co-development PartnerWaste management and recycling partner handling cardboard, plastic, and wood waste from operations. Part of Hekta På Tur's sustainability program to minimize environmental impact.
• NorEngrosminorStrategic or Co-development PartnerPackaging supplier collaborating with Hekta På Tur to develop and test environmentally friendly packaging solutions including paper bags and biodegradable materials to replace plastic packaging.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Patagonia (Direct): Premium outdoor brand sold through Hekta På Tur, but increasingly pushing direct-to-consumer. Representative of the brand disintermediation risk facing multi-brand outdoor e-tailers.
• Komplett (Norway): Large Norwegian e-commerce retailer with broad consumer goods assortment including some outdoor and lifestyle categories. Not a direct outdoor peer, but competes for Norwegian online discretionary spend.

Direct peers

• Sport1 Norge: Norwegian multi-brand sporting goods retailer with physical stores and online channel selling similar outdoor, hiking, and lifestyle brands. Closely comparable in product mix and Norwegian customer base.
• Fjellsport (Norway): Norwegian outdoor specialist retailer with both physical stores and online channel. Direct domestic competitor in hiking, camping, and outdoor apparel categories.
• Outnorth (Sweden): Swedish online pure-play outdoor retailer carrying comparable premium brands (Fjällräven, Patagonia, Haglöfs). Direct e-commerce peer in Nordic outdoor market with similar assortment strategy.
• Addnature (Sweden): Swedish e-commerce outdoor retailer focused on hiking, camping, and outdoor apparel/equipment. Closely comparable pure-play e-commerce model and Nordic outdoor customer focus.

Regional players

• Sportamore (Sweden): Swedish online sporting goods retailer with broader sports assortment but overlapping outdoor and lifestyle categories. Comparable Nordic online-first model, primarily serves different geography.

Broad incumbents

• XXL ASA: Largest Nordic sporting goods retailer with broad multi-category outdoor and sports assortment across physical and online channels. Direct competitor in Norwegian outdoor e-commerce with substantially greater scale.
• Stadium (Sweden): Major Swedish sporting goods chain with both physical stores and strong e-commerce. Overlaps in outdoor apparel and equipment, but broader sporting goods focus.
• Frilufts Retail Europe (Sport1 / Sport Sjakk): Pan-Nordic specialty outdoor retail group operating multiple banners including Sport1. Operates in the same Norwegian outdoor specialty category with broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCVUa_yjjYkZxtbW1hzV0Kqg
• Facebookfacebook.com/HektaPaTur
• Instagraminstagram.com/hektapatur
• TikToktiktok.com/@hektapatur.no
• LinkedInlinkedin.com/company/hekta-pa-tur-as

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Hekta Pa Tur As