As a idea factory, incubator and investor, Askeladden & Co identifies opportunities, develop concepts and scale up companies. Our sweet-spot is in traditional industries that - until now - have seen limited consolidation, limited innovation, too high prices and a customer journey that has been standing still since the 90s.   Our investments and startup journeys so far:  Cutters | Adams Matkasse | Freska | Lotel | Lorry Restaurant | Wellbee

Founded in 2017, Habity is a Stockholm-based technology company passionate about simplifying your housing. From the overall market to the services and everything in between.

The healthcare industry is rapidly evolving to meet the growing demand for accessible, affordable, and efficient medical care. Medical devices have become an essential part of modern healthcare by enabling early disease detection, accurate diagnosis, continuous patient monitoring, and timely clinical decision-making. As global populations grow, chronic diseases increase, and healthcare systems face mounting pressure from shortages of medical professionals, innovative medical technologies are becoming critical to delivering quality care. Medical technology startups are playing a key role in this transformation by developing next-generation solutions that combine advanced software, portable hardware, and digital health technologies. Our company is a Copenhagen-based startup focused on developing innovative Point-of-Care (POC) diagnostic technologies. Our mission is to create intelligent, portable, and user-friendly medical devices that enable faster diagnosis and support decentralized healthcare delivery. The company has already developed a medical device that is classified as Software as a Medical Device (SaMD), demonstrating our expertise in creating clinically relevant software solutions that comply with modern medical device regulations. Building on this foundation, we are now developing our own portable processing device designed specifically for PoC applications. The device integrates powerful processing capabilities with advanced medical software to perform diagnostic analysis directly at the point of care, reducing dependence on centralized laboratory infrastructure. A key strength of our technology is its modular platform architecture. Rather than developing standalone devices for individual applications, we are building a scalable processing platform that supports multiple diagnostic modules. Our first product will introduce the core portable device with its initial diagnostic capability. Future medical applications and diagnostic modules can then be added through hardware and software upgrades, allowing healthcare providers to expand functionality without replacing the entire system. This approach reduces costs, extends product life, and provides a flexible solution that evolves with clinical needs. The demand for PoC diagnostics continues to grow as healthcare systems worldwide face significant shortages of physicians, nurses, and laboratory personnel. Delays in diagnostic testing can increase patient waiting times, prolong treatment decisions, and place additional pressure on hospitals and laboratories. PoC devices address these challenges by enabling rapid testing and analysis close to the patient, whether in hospitals, clinics, emergency settings, pharmacies, home healthcare, or remote locations. Faster diagnosis leads to earlier treatment, improved workflow efficiency, and better patient outcomes while reducing the burden on centralized healthcare facilities. Our portable processing platform supports this shift toward decentralized healthcare by providing reliable, easy-to-use diagnostic technology that delivers rapid clinical information wherever it is needed. The modular design ensures long-term adaptability, enabling future diagnostic capabilities to be integrated into the same platform as healthcare requirements continue to evolve. As a medical device startup operating from Copenhagen, we are committed to advancing digital health through innovation, engineering excellence, and regulatory compliance. By combining Software as a Medical Device with portable PoC hardware, we aim to provide healthcare professionals with flexible, scalable, and efficient diagnostic solutions that improve access to quality healthcare while helping address the global shortage of medical resources. Our long-term vision is to establish a comprehensive modular PoC platform that supports multiple medical applications and contributes to a more accessible, efficient, and patient-centered system.

Based in Norway, Recharge Health is a team of innovators dedicated to unlocking the full potential of the human body. Through collaboration with doctors and researchers worldwide, we've created FlexBeam, a revolutionary recovery device utilizing targeted infrared light therapy. Our mission is to bring the power of infrared light therapy into every home. More on FlexBeam: FlexBeam is the most powerful infrared therapy device of its kind. This non-pharmaceutical, non-invasive solution is already making a significant impact on the lives of many. With over 40,000 satisfied customers worldwide and endorsements from notable, global athletes, this wearable recovery device is changing the game of athletic recovery and health optimization. Developed with NASA-inspired technology, FlexBeam uses infrared light therapy to deliver powerful wavelengths of red (610-650nm) and near-infrared (800-850nm) light at up to 110mW/cm2, and a total optical power output of 5.5W. This powerful and targeted light stimulates your cells to produce more energy – so you can repair muscle, relieve pain, and recover faster. Learn more about our company here: https://www.youtube.com/watch?v=iEv3BimOCS8

Imagine a world where the 'Size Chart', a relic of the 20th century, no longer exists. At UTRY, we are building a universal ecosystem for personalized digital fashion. Born at Aalborg University, our mission is to ensure the digital store adapts to the individual’s unique body, rather than forcing people to fit into static categories. We aren't just building a tool for brands; we are building an interactive, personalized experience for every shopper, where getting the perfect fit becomes the new global standard. We are tackling a massive, dual-sided problem. For the consumer, online shopping is a guessing game that leads to frustration and "fit-anxiety." For brands, this uncertainty results in 8,7 billion returned packages every year, where 53% of returns are due to poor fit. This cycle produces 24 million tons of CO2 annually, because costumers has to guess which size fits them. We saw this gap and realized that the industry doesn't need more complex 3D software; it needs a frictionless bridge between the buyer and the product. Our solution is built on smart synergy. Currently, we have launched our Virtual Try-On (VTO), which leverages generative AI to give shoppers a photorealistic view of garments on their own bodies. This provides the immediate visual confidence shoppers crave. Following closely behind is our Size Algorithm, designed to provide technical fit data to ensure the physical fit matches the visual one. By combining these into a single "UTRY ID," we are creating a cross-brand network where a user sets up their profile once and shops at every brand using UTRY with confidence. UTRY started because we did not fit into the standard size chart and had to order several sizes to find the correct size ourselves. As students at Aalborg University, we didn't just want to study the problem; we teamed up with a dedicated full-time crew to solve it. We are doing this because we believe that when you give consumers a personalized, engaging experience, the business value, higher conversions and lower returns, follows naturally. We are here to prove that what is best for the person is also what is best for the planet and the companies.

TaCtrl.ai is a Norwegian technology company that develops advanced software for the transport and logistics industry. Our cloud-based SaaS platform is designed to optimize and simplify administration in modern transport companies. It is used today both in Norway and internationally. The system streamlines workflows across the entire organization and manages all key administrative processes related to, for example, shift planning, working hours, payroll data, and driving and rest time. Everything is based on real-time data and gathered in one place, giving drivers, administrators, and management an easier workday. Our team has extensive experience in both transport and technology, and deep knowledge of the processes, opportunities, and challenges within the industry. This is also the foundation for how we work: closely together with our customers—through development, delivery, and everyday operations. The result is user-friendly solutions that provide full control over company operations. TaCtrl.ai – a new standard for transport administration.

At Soolv, we help the world’s most attractive employers identify and develop future stars. Each year, these companies receive thousands of applications - filled with CVs, cover letters, transcripts, assessments, and interview notes. Over time, they generate even more data from performance reviews, staffing decisions, and project evaluations. This represents vast amounts of data that could be used to analyze and predict exceptional talent - yet they still rely on manual processes and intuition for their most important people decisions. Soolv is the AI platform that turns these hidden signals into actionable intelligence - finally bringing data-driven precision to every high-stakes decision about people. We’re backed by top-tier Nordic early-stage investors, and our customers are top firms in investment banking, law, consulting, and tech. Founded by alumni from McKinsey, Spacemaker, and reMarkable, with backgrounds from Cambridge, KTH, and NTNU, we combine deep AI expertise with first-hand experience from high-performance environments.

Carbon Footprint Tool for the Construction Industry Making accurate emission understanding accessible to all, empowering even non-experts to confidently own carbon reduction decisions from early-stage to project completion. On a mission to accelerate sustainable construction the story Founded in 2021, Reduzer was started with a mission to accelerate sustainable construction and help the industry make better decisions - earlier in the project. We truly believe that good, sustainable choices can be made across all phases of a project, but the earlier the better. Based on research from Norwegian University of Science and Technology (NTNU) and Technical University of Denmark (DTU), Reduzer is now an emerging software for carbon calculations across the construction industry and is trusted by more than 70 customers across the Nordics. The software is used widely in many construction projects, spanning from developer and architects to consultants and contractors. In 2025, Reduzer secured a financing round led by Momentum Partners, Futurum Ventures and Construct Venture - with the aim to continue developing the platform and enable more sustainable construction. We are a team of 15 dedicated people with a passion for sustainability and for making it accessible to everyone through smart software solutions. Our headquarters are located in Oslo.

With Softpay any device can be your payment terminal in a matter of minutes. At Softpay, we believe that accepting payments should be effortless, flexible, and accessible to businesses of all sizes. That is why we have built an independent SoftPOS solution that transforms any phone, tablet, or enterprise device into a secure contactless payment terminal—no extra hardware required. Whether you're running a small pop-up shop or streamlining checkout queues for a large retailer, Softpay is the solution. We support a wide range of use cases including assisted sales, queue busting, emergency POS, and self-checkout. We are integrated with a wide range of acquirers and card schemes—including VISA, Mastercard, AMEX, Discover, Diners Club; and have a strategy of enabling domestic card schemes, such as girocard in Germany, BankAxept in Norway, Dankort in Denmark. This ensures maximum flexibility for merchants and their customers. Today we are live across 30 markets in Europe and North America, Join us in redefining the future of payments.

Nuvve powers the future of flexible energy by turning electric vehicles (EV), batteries, buildings, and distributed assets into dynamic grid resources. At the core is Nuvve’s advanced platform for vehicle-to-grid (V2G) and intelligent energy management, orchestrating real-time bidirectional charging, load optimization, and grid services. By harnessing an ecosystem of electrification partners, fleets, stationary storage, and smart EV chargers, Nuvve helps utilities and communities unlock flexibility at scale — enhancing reliability, accelerating electrification, and lowering costs. Nuvve enables a clean energy future where mobility, buildings, and infrastructure work together to support a more resilient, sustainable, and equitable grid. Headquartered in San Diego, California, Nuvve operates globally and online at nuvve.com

Denmark’s Space Sector Landing Pad Space Denmark is a newly created, independent umbrella for Denmark’s space ecosystem. We create cohesion through networking activities, community-building efforts, and targeted international engagement. Our focus is on raising the visibility of Danish space companies and connecting them to people and opportunities that matter. A Changing Sector The space sector is moving fast. Denmark is home to both experienced players and emerging talent, and interest in the field is growing. As the landscape evolves, there’s a need for a neutral platform that can support progress without getting in the way. That’s where we come in. Action with Purpose We design initiatives that respond to real needs in the ecosystem. Delegation visits, insight reports, and direct support to organisations are some of the ways we work. Our approach is flexible and changing to the demands of our members and the sector. Why We Started Space Denmark was founded to fill a gap. The idea came from direct conversations with people in the sector who were already doing the work but needed someone to connect it. We built something that could grow with the sector – simply focused on bringing a new level of ambition to Denmark's space sector.

Dalea delivers a data platform for research within BioPharma and Life Sciences, providing familiar tools and a frictionless migration for researchers. Researchers forecast industry data volumes will double within 1 year, yet 60% of data is currently still stored on personal computers or in physical notebooks. Despite this issue, there is a clear market gap; two thirds of researchers within the field are dissatisfied with existing options on the market today. This is a major challenge for data replication and scientific collaboration. It stifles the value of created data and greatly inhibits discovery. Larger BioPharma companies resort to re-running experiments, as a faster alternative to looking up results. The market size for Electronic Notebooks and Laboratory Information Management Systems is expected to double in the next 10 years, with industry leaders breaking a staggering $6 billion valuation. Dalea is entirely EU-based, ensuring current and future compliance and data security. Our Academic version launches this Autumn, with an initial customer base secured through partnerships with leading academic labs. Ready to revolutionize research data? Explore our open roles and join us on the front lines of scientific innovation.

AddMeetings is an AI-powered meeting qualification platform for B2B professionals. It is the first place where they can say, “Find my time on AddMeetings,” knowing every meeting request comes with a pitch-first approach and a paywall, ensuring relevance, intent, and zero spam. Only high-quality conversations make it through. Decision makers are overwhelmed by a flood of cold, irrelevant, low-quality outreach and meeting requests every day. With the rise of automation, inboxes are full of noise, making it harder to spot valuable opportunities. AddMeetings solves this by filtering and qualifying inbound meeting requests so buyers only see the ones worth their time. The explosion of AI-powered sales tools has made outbound outreach faster—but not smarter. B2B professionals are overwhelmed with irrelevant messages, low-quality pitches, and wasted time. Yet, there's no platform built for the recipient. AddMeetings is solving this at the perfect moment. We're flipping the script with an AI-powered meeting qualification platform designed for decision makers. As outbound automation floods inboxes, professionals now need a smart gatekeeper. With AddMeetings, they can simply say, “Find my time on AddMeetings,” and trust that every request has passed through a pitch-first, pay-to-pitch filter, stopping spam at the source and surfacing only valuable conversations. The shift is clear: from volume to value, from sender-first to recipient-first. AddMeetings is leading that shift.

Join Yuaia Haircare – Where Innovation Meets Natural Beauty At Yuaia Haircare, we believe that great hair starts with great care — and that starts with us. We are a fast-growing, Danish beauty brand on a mission to revolutionize haircare through natural ingredients, high performance, and a passion for empowering individuals to feel confident in their hair. Founded on a deep commitment to quality and sustainability, Yuaia Haircare combines the best of nature and science to create products that truly make a difference. From nourishing shampoos to innovative treatments, we design every product with integrity, care, and results in mind. Why Work With Us? ✔️ Dynamic Growth Environment – Be part of a young, ambitious team that’s scaling fast across Europe and beyond. ✔️ Purpose-Driven Mission – Join a brand that genuinely cares about people, planet, and performance. ✔️ Creative Freedom – We value initiative, fresh ideas, and bold thinking. Your voice matters here. ✔️ Flexible & Supportive Culture – Enjoy a workplace that supports work-life balance, personal development, and collaboration. ✔️ Real Impact – See your work make a tangible difference in a growing business and in the lives of our customers. Whether you're passionate about marketing, product development, e-commerce, or customer experience, Yuaia Haircare is the place to grow, innovate, and thrive. Ready to shape the future of beauty with us? Let’s grow together.

Commentsell is a fast-growing SaaS company helping local businesses leverage social media to drive real-world customer engagement and sales. Our platform connects stores and shoppers in a simple, scalable way that enhances marketing impact and generates measurable results. Trusted by hundreds of stores and expanding internationally, Commentsell is redefining how local commerce works in a digital-first world. We are a small, ambitious team with global plans and are looking for talented people to help us scale our product, technology, and customer success to the next level.