About Askeladden

Since 2017, Askeladden & Co has focused on one goal: enabling great entrepreneurs to build great companies.

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Our Advantage

90% of startups fail, 10% survive and only 1-2% become what we would consider true successes. Our ambition is to support our founders in significantly outperforming these statistics, by providing an unfair advantage across four elements:

Know-how, experience and advice

Building on a decade of company building experience, numerous fails and learnings, our clear perspective is that a company's success often can be boiled down to a few major decisions. Let's make the right ones.

Network and reputation

This enables good access to a wide range of useful business partners, investors, customers, talent, politicians, authorities, suppliers, banks, etc. This makes a difference in speed, win-rate and terms.

Capital to get the company off the ground

We fund the companies with sufficient capital to develop a great concept, build and launch the company and tweak until product-market fit is achieved. External funding should be raised for scaling.

Operational support

The basics are taken care of — accounting, contracts, formalities, reporting, and countless practicalities that founders often waste too much time on. Additionally, some of Norway's best minds are available not just for sparring but also for hands-on execution in marketing, tech, HR, and finance.

Our Values That Drive Everything We Do

Build together

The World is full of opportunities, and the journey towards catching them is best travelled together. In A&CO, supporting one another is core in what we do.

Challenge status quo

Status quo is not for us. It's all about energy, ambitions, hard work and value creation. We push for the better; for our companies, customers, colleagues and society.

Keep It Simple

Complicating is easy. Simplifying is hard. Simple plain vanilla solutions, for customers, employees and for the company itself, is our way of creating significant value.

Our Core Business Principles

Building a great company requires providing customers with high-quality, affordable goods; offering colleagues sustainable, fairly compensated jobs; and benefiting society through innovation, value creation, and taxes. Our core business principles guide us toward these goals.

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Profitable Growth

To foster entrepreneurship effectively, profitability is key. It enables us to grow self-sufficiently, expand faster, and create even more value, all on our own terms. Each A&CO company should aim for profitability as well as top line growth in accordance with its business model and maturity.

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

The whole transaction was smooth and safe. The staff/agent was very kind and helpful throughout the process. Highly recommended!

-Trustpilot Review
★★★★★

Average NPS

~/100

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Customer Satisfaction

Leveraging digitalization and streamlined customer journeys are creating exceptional experiences accessible to a broader audience. Notoriously pursuing high customer satisfaction scores, all A&CO companies track and ensure high levels of customer satisfaction above industry standards.

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Employee Satisfaction

We strive to surpass industry norms by providing fair compensation and create great places to work. We improve working conditions, enhance transparency, governance, and eliminate illicit work practices in the industries we enter. All A&CO companies track and ensure high employee satisfaction.

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Founding New Companies

Our commitment to founding 3-5 new companies annually is at the core of what we do. We build great, sustainable companies with our founders. Along the way we encourage colleagues and management to invest with us increasing joint ownership to the future success of our ventures.

The A&CO Model

Developing A Great Concept

1. Developing A Great Concept

Together with our cofounders, we seek to develop great concepts with solid business models. The customer always comes first, with high quality offerings wrapped in smoothness.

Launching And Tweaking

2. Launching And Tweaking

We seek to launch 3-6 months after kick-off. Once launched, we tweak until we have product market fit, which for us means happy customers, happy employees and proven ability to make a solid profit.

Scaling The Company

3. Scaling The Company

When we have reached proof of concept, it's all about scaling the companies to the biggest possible size. The grind is on — those who last and adapt, win.

Finding A Better Owner

4. Finding A Better Owner

We want to be a strong and contributing shareholder in the companies as long as we are the best to do that. At some point, others will be better fit to take the companies to the next level — an opportunity for us to make an exit and go on with the next adventure.

Our Reports

Annual Report - 2024

This report highlights financial performance, strong revenue growth, improved profitability, and continued development and expansion of our portfolio.

Read the Statement

Due Diligence Report - 2024

Published on June 26, 2025, this report outlines our due diligence assessments and commitments in line with the Norwegian Transparency Act.

Read the Statement