Söder Sportfiske
Söder Sportfiske is a Nordic sport-fishing retailer built around e-commerce and a physical store, with operations centered on selling fishing tackle and related equipment to consumers. The company runs multiple online storefronts across Sweden and Europe and also develops and sells products under its own brands.
Fiscal year 2025 · change from previous year
Development 2022–2025
Business
Share of revenueRods, reels, lures, lines, terminal tackle and accessories for modern sport fishing.
Online sales through Swedish and international web stores serving direct consumers.
Products sold under proprietary labels such as Söder Tackle, Eastfield Lures and Fishline.
In-store sales and customer service through the Söder Sportfiske shop.
Customers
The company sells primarily to individual sport fishers, ranging from beginners to highly engaged hobbyists. Its assortment, content, and brand building are designed to attract customers who want specialist advice, fast delivery, and a curated selection rather than a general sporting-goods offer.
Buy tackle and accessories through the Swedish web stores for convenience, price, and delivery speed.
Purchase through localized international sites for language, assortment, and cross-border access.
Buy proprietary lures, flies, and branded gear because of product differentiation and brand trust.
Visit the physical store for hands-on advice, immediate availability, and specialist service.
Strategy
The company is focused on broadening its assortment, strengthening its own brands, and using content-led marketing to deepen customer engagement. It is also pursuing international expansion through localized e-commerce sites, while continuing to build share in Sweden as consumers shift from physical retail to online channels.
Proprietary products create differentiation and reduce dependence on third-party brands.
Localized sites allow the company to reach larger European fishing markets.
Organic content and video channels help attract traffic and convert enthusiasts.
The domestic market remains the base for scale, brand recognition and repeat sales.
Geography
Söder Sportfiske is anchored in Sweden, where it has a market-leading online presence and a physical store. It also sells across Europe through localized e-commerce sites, with Germany highlighted as an important market and the broader European market central to its expansion strategy.
Risks
The business depends on digital traffic, social media visibility, and efficient logistics, so changes in platform algorithms, advertising costs, or delivery performance can quickly affect sales. It is also exposed to currency swings, seasonality, inventory risk, and sourcing complexity because much of the assortment is imported and the company sells across multiple European markets.
Sales rely on search engines, advertising and social media reach.
Exposure: E-commerce visibility and customer acquisition
Revenue and purchases occur in multiple currencies, especially EUR and USD.
Exposure: Gross margin and reported SEK results
Cross-border e-commerce and imported goods are affected by customs and product rules.
Demand is seasonal and the company must stock up ahead of peak periods.
Exposure: Working capital and markdown risk
The company depends on external transporters and overseas suppliers.
Exposure: Delivery performance and customer satisfaction
Accounting
Judgemental itemsSeasonal buying and product cycles can lead to markdowns or obsolescence.
Impact: Affects gross margin and working capital
Acquisitions such as Fishline and Eastfield Lures create goodwill that must be tested.
Impact: Can create non-cash charges to earnings and equity
Sales and purchases in EUR and USD must be translated into SEK.
Impact: Affects revenue, cost of goods sold and reported profit
Demand peaks around fishing seasons and holiday periods.
Impact: Quarterly results are not directly comparable
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Last updated: 24/09/2026