Søren Søgaard
Søren Søgaard A/S is a Danish family-owned retailer and producer of billiard tables, cues, and recreational game equipment (table football, table tennis, darts, air hockey), serving both individual consumers and B2B customers (clubs, dealers, commercial venues) across Denmark and select international markets via e-commerce and two physical showrooms.
- Company typePrivate
- Founded1964
- HeadquartersVejle, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Søren Søgaard does
Søren Søgaard A/S is a 100% Danish family-owned company that has operated in the billiard and recreational gaming equipment market for over 60 years (established circa 1964). The company describes itself as Denmark's largest retailer and producer of billiard tables and accessories, and serves both individual consumers and B2B customers such as dart clubs, billiard clubs, dealers, and commercial hospitality venues. Its headquarters is in Vejle, with a secondary showroom in Greve (Greater Copenhagen area), and it is registered as an Aktieselskab (A/S) under Danish law with CVR number 42961213.
The core product portfolio centers on billiard (pool, carambole, kegle, snooker tables, cues, and accessories) and extends to table football, table tennis, darts, air hockey, shuffleboard, outdoor games (Cornhole, Petanque), and boccia. Søren Søgaard distributes international premium brands including Longoni, Molinari, Garlando, Roberto Sport, FAS Pendezza, Sponeta, Butterfly, Winmau, Harrows, and Target Darts, while also offering a proprietary Søren Søgaard own-brand cue line. The technology stack is a standard Danish-language e-commerce platform (billard.dk) backed by ASP.NET, with integrated inventory management, a B2B login portal, cookie consent management, and external payment processing; supporting marketing tools include Google Analytics, Heyloyalty for email, Sleeknote for personalization, and Zopim for live chat.
The business model is omnichannel and transaction-based. Revenue is generated primarily through one-time product sales to consumers (priced from DKK 20 for accessories to DKK 14,899 for premium outdoor table football tables), supplemented by setup, moving, and repair services for high-involvement purchases. A dedicated B2B portal serves clubs, dealers, and commercial establishments with volume-oriented wholesale terms, while the company also operates a secondary-market (Brugtbørs) for used equipment and offers consumer financing via ViaBill. Free shipping is provided to GLS pickup points for consumer orders over DKK 500, with heavy items fulfilled through Danske Fragtmænd. The company holds e-mærket certification for Danish e-commerce trust, ships internationally to eight countries, and has 11–50 employees.
Søren Søgaard firmographics
Firmographics- Name
- Søren Søgaard
- Legal name
- Søren Søgaard A/S
- Website
- https://billard.dk
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Søren Søgaard A/S is a Danish family-owned retailer and producer of billiard tables, cues, and recreational game equipment (table football, table tennis, darts, air hockey), serving both individual consumers and B2B customers (clubs, dealers, commercial venues) across Denmark and select international markets via e-commerce and two physical showrooms.
- Ownership category
- akta.pro rank
Søren Søgaard industry classification
Industry- Product category
- Billiard & Recreational Game Equipment Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912), Sporting Goods Retailers (45911)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Table Tennis (Ping Pong) Equipment Retail (CRAMAFAE)
Keywords
Where Søren Søgaard is headquartered
LocationHeadquarters
- HQ city
- Vejle
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Søren Søgaard business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail product sales: Direct-to-consumer and B2B sales of tabletop games and accessories including billiard tables, cues, table football tables, table tennis, darts, air hockey, and related accessories. Revenue generated through one-time product transactions with optional financing via ViaBill for larger purchases.
- Service revenue: Additional revenue from setup, moving, and repair services for billiard tables and game equipment.
- B2B wholesale: Sales to business customers including clubs, dealers, and commercial establishments through dedicated B2B portal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit pricing for individual products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Søren Søgaard product offering
Product offeringCore offering
Søren Søgaard A/S is Denmark's largest retailer and manufacturer of billiard tables, cues, and accessories, operating a multi-category specialty e-commerce and showroom business. The core offering centers on billiard equipment (pool, carambole, kegle, snooker tables and cues), supplemented by table football, table tennis, darts, air hockey, shuffleboard, and outdoor games from world-renowned brands, plus proprietary Søren Søgaard-branded cues and ancillary services such as setup, delivery, and repair.
Product overview
Søren Søgaard A/S is Denmark's largest retailer and manufacturer of billiard tables and accessories, with over 60 years of experience. The company operates as a family-owned business with physical stores in Vejle and Greve, plus a comprehensive e-commerce platform. Their product portfolio centers on billiard (pool, carambole, kegle, snooker tables and cues) as the core offering, supplemented by table football (foosball) from brands Garlando, Roberto Sport, and FAS Pendezza, table tennis from Sponeta and Butterfly, dart equipment from Winmau, Harrows, and Target, air hockey, shuffleboard, outdoor games (Cornhole, Petanque), and boccia. They offer their own proprietary cue line under the Søren Søgaard brand, maintain a used equipment marketplace, and provide related accessories, spare parts, and gift cards. The company targets both consumer and B2B segments.
Differentiator
Problem solved
Functional benefit
Products and services
- Billard (Billiard Tables, Cues & Accessories) Core product category: pool, carambole, kegle, snooker, and skomar billiard tables; standard, pool, snooker, and 5-kegle cues; plus comprehensive accessories including chalk, gloves, cases, balls, cloths, lamps, racks, and maintenance products. Offered to individual consumers, clubs, and commercial venues.
- Bordfodbold (Table Football / Foosball)
- Bordtennis (Table Tennis)
- Dart Dartboards (bristle/sisal and electronic), steel-tip and soft-tip darts, cabinets, lighting, scoreboards, and accessories from British brands Winmau, Harrows, Target Darts, and One80.
- Airhockey Air hockey tables for home and commercial use, including replacement parts and accessories.
- Shuffleboard Shuffleboard tables and accessories for recreational and competitive play.
- Spil & Havespil (Outdoor Games) Outdoor recreational games including Cornhole, Petanque, and other garden/outdoor game equipment.
- Bobspil (Boccia / Bocce) Boccia game sets and accessories for casual and competitive play.
- Brugte Varer (Used / Second-hand Equipment) Pre-owned billiard tables, electronic darts, and other games available at discounted prices through the company's second-hand marketplace (Brugtbørs).
- Gavekort (Gift Cards) Store gift cards available for purchase as presents for billiard and game enthusiasts.
- Søren Søgaard Own-Brand Cues Proprietary billiard cue line under the Søren Søgaard brand, including pool cues and kegle (carambole) cues manufactured by the company.
- Billiard Table Service (Setup, Moving & Repair) Professional setup, moving, and repair services for billiard tables and other game equipment, including cloth replacement, leveling, and maintenance.
Companies that use Søren Søgaard
Customer profileSegments3 records
Ideal customer profiles2 records
Søren Søgaard technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Søren Søgaard partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered major and core.
- LongonimajorItalian billiard cue manufacturer whose products are sold through Søren Søgaard's retail and e-commerce channels. Represents a premium brand in the billiard equipment category.
- GarlandomajorItalian table football (foosball) manufacturer whose complete product line including G-500, G-2000, G-5000, and Olympic models is sold through Søren Søgaard.
- Roberto SportmajorItalian table football and billiard equipment manufacturer represented in the Danish market through Søren Søgaard's distribution network.
- FAS PendezzamajorItalian manufacturer of table football equipment whose products including SKY, Rainbow, San Siro, and Indoor models are distributed through Søren Søgaard.
- SponetacoreGerman table tennis equipment manufacturer carried by Søren Søgaard as a key brand alongside Butterfly.
- ButterflycoreJapanese table tennis equipment brand offered alongside Sponeta as part of Søren Søgaard's table tennis range.
- WinmaucoreBritish darts manufacturer whose dartboards and accessories are distributed through Søren Søgaard's retail channels.
- HarrowscoreBritish darts manufacturer whose products are carried alongside Winmau and Target in Søren Søgaard's dart category.
- Target DartscoreDarts manufacturer featured in Søren Søgaard's product lineup with various dart collections and accessories.
- GLScorePrimary logistics partner for parcel delivery to pickup points across Denmark. Søren Søgaard offers free GLS shipping for orders over DKK 500.
- Danske FragtmændcoreDanish freight company used for delivery of heavy items like table football tables and billiard tables that exceed GLS weight limits.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Søren Søgaard competitors and assessment
Company assessmentBroad incumbents
- Intersport: Global sporting goods retail network with Nordic and European presence. Comparable as a broad-line sporting goods retailer with overlap in table tennis, darts, and outdoor games, but lacks Søren Søgaard's billiard specialization.
- Decathlon: Global sporting goods retailer with broad assortment including table tennis, darts, and outdoor games. Adjacent competitor with much larger scale, broad assortment, and own-brand pricing pressure on distributed brands carried by Søren Søgaard.
Direct peers
- PoolDawg: US-based specialty billiard retailer operating primarily online with deep catalog of cues, tables, and accessories. Closely comparable to Søren Søgaard in product mix, customer type (serious players and casual home users), and direct-to-consumer model.
- Hamptons Billiards: US premium billiard and game room retailer with multiple showrooms. Similar go-to-market motion combining high-involvement showroom sales with e-commerce, targeting both residential and commercial buyers.
- Ozone Billiards: Online billiard specialist with broad catalog of tables, cues, and accessories. Comparable to Søren Søgaard's e-commerce-led specialty billiard distribution model and customer base.
- Leisure Games: UK-based retailer covering billiards, darts, table tennis, and tabletop games. Directly comparable product breadth and dual B2C/B2B (clubs and leagues) customer approach.
- Seybert's Billiard Supplies: Long-established US billiard specialty retailer (founded 1970s) selling tables, cues, and accessories across price points. Comparable to Søren Søgaard as a long-tenured specialist with both retail and e-commerce presence serving hobbyists and competitive players.
Regional players
- XXL Sport (XXL ASA): Nordic sporting goods chain with stores across Norway, Sweden, Finland, and Denmark. Comparable as a multi-country Nordic sporting goods retailer with overlapping categories (table tennis, darts, outdoor games), though broader and lower-specialized than Søren Søgaard.
Emerging players
- Riley's Sports (Rileys): UK operator combining billiard/snooker clubs with sports retail and equipment sales. Comparable in combining commercial billiards activity (clubs) with retail of billiard and game-room equipment.
Others
- Garlando: Italian manufacturer of table football and billiard equipment, currently a major supplier to Søren Søgaard. Comparable as a billiard/table football specialist and the most relevant supplier partner; included as a peer given the company's dual retailer/producer positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Søren Søgaard social profiles
Digital presenceSøren Søgaard compliance and trust
Trust signalCompliance2 records
Søren Søgaard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Søren Søgaard leadership team
Management profileNumber of profiles
Søren Søgaard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Søren Søgaard 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 Søren Søgaard
What does Søren Søgaard do?
Søren Søgaard A/S is Denmark's largest retailer and manufacturer of billiard tables, cues, and accessories, operating a multi-category specialty e-commerce and showroom business. The core offering centers on billiard equipment (pool, carambole, kegle, snooker tables and cues), supplemented by table football, table tennis, darts, air hockey, shuffleboard, and outdoor games from world-renowned brands, plus proprietary Søren Søgaard-branded cues and ancillary services such as setup, delivery, and repair.
Is Søren Søgaard a public or private company?
Søren Søgaard is a private company. It is classified as family owned and is currently operating.
When was Søren Søgaard founded?
Søren Søgaard was founded in 1964. It employs 11 to 50 people.
Where is Søren Søgaard based?
Søren Søgaard is headquartered in Vejle, Denmark, in the Europe region.
How does Søren Søgaard make money?
Three revenue lines are on record. Retail product sales are the primary driver. The others are service revenue and B2B wholesale.
Who are Søren Søgaard's main competitors?
Broad incumbents on record are Intersport and Decathlon. Direct peers are PoolDawg, Hamptons Billiards, Ozone Billiards, Leisure Games and Seybert's Billiard Supplies. XXL Sport (XXL ASA) is listed as a regional player. Riley's Sports (Rileys) is listed as an emerging player. Garlando is listed as an others.
Does Søren Søgaard have an API?
No public API is recorded for Søren Søgaard.
What industry is Søren Søgaard in?
Søren Søgaard's product category is Billiard & Recreational Game Equipment Retail. Its primary akta.pro industry code is CRAMAFAE, Table Tennis (Ping Pong) Equipment Retail. Its NAICS code is 45912 and its SIC code is 5945.