What Nemlig.com does

Nemlig.com A/S is Denmark's first and largest online supermarket, headquartered in Brøndby and founded by Stefan Plenge, who continues as CEO. The company operates a direct-to-consumer grocery platform offering more than 9,000 SKUs across fresh produce, packaged goods, specialty items sourced from partner farms and shops, and ready-to-cook meal kits priced from 28 kr per portion. It serves consumers across Denmark with same-day, next-day, and 365-day delivery, and has extended into business customers through a dedicated B2B division called Erhverv, with named accounts including Reform, SJEC Danmark, and Systemfair. Customer trust is reflected in a 4.7-star Trustpilot rating from approximately 44,970 reviews.

The platform's technology stack centers on a web storefront and mobile application supported by a personalization engine that leverages longitudinal purchase history and cookie-based behavioral tracking. Customer service workflows are augmented by large language models that assist in response formulation, and the company runs marketing automation integrations to drive repeat engagement. Partner integrations with Nets Denmark (payments), Lagkagehuset (bakery), specialty shops, farm shops, and logistics providers extend assortment and fulfillment without proportionate inventory risk.

The business model is a direct-to-consumer online grocery retailer monetizing through basket-based checkout, supplemented by B2B contracts. Competitive positioning is reinforced by a Friskhedsgaranti (freshness guarantee) and a Prismatch initiative that price-matches REMA 1000 across approximately 1,500 SKUs. Revenue is not publicly disclosed, and the company is privately held with no funding rounds, M&A activity, or leadership transitions reported in the available data.

Name

Nemlig.com

Legal name

nemlig.com A/S

Website

https://nemlig.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Nemlig.com is Denmark's first and largest online supermarket, offering 9,000+ grocery SKUs with same-day and next-day delivery to consumers nationwide, plus a B2B division (Erhverv) serving enterprise accounts across Denmark.

Ownership category

akta.pro rank

Product category

Online Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)

akta.pro secondary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Online grocery retail
• Grocery home delivery
• Meal kit service
• Online supermarket
• Fresh food ecommerce

Headquarters

HQ city

Brøndby Strand

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Online Grocery Sales: Core revenue stream from selling groceries and daily goods online. Customers pay for products plus delivery fees. Orders placed through website and app with home delivery.
2. Meal Kits (Måltider): Flexible meal kit offering without subscription. Customers can order individual meals or build custom meal plans. Priced from 28 kr per portion with weekly rotating menu of 5 new dishes plus customer favorites.
3. Business/Corporate Sales (Erhverv): B2B revenue stream selling groceries and supplies to businesses. Includes workplace fruit orders, meeting catering, Friday bar supplies, corporate gifts. Offers invoice payment options.
4. Wine and Spirits Sales: Online wine and spirit sales with taste guarantee on 6-bottle cases. Includes wine subscription boxes and specialty wines.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Nemlig.com operates Denmark's first and largest online supermarket, delivering a catalog of over 9,000 grocery items directly to Danish households and businesses 365 days a year. The platform includes flexible meal kits (Måltider), a recipe database with one-click add-to-cart functionality, wine and spirits, specialty and farm shop integrations, and a dedicated Erhverv B2B procurement division serving corporate workplaces with invoice billing.

Product overview

Nemlig.com is Denmark's first and largest online supermarket offering a comprehensive grocery platform with over 9,000 items. The core offering centers on the online supermarket with integrated sub-brands including Måltider (flexible meal kits without subscription starting from 28 kr), Opskrifter (recipe platform with one-click cart functionality), Vin og Spiritus (wine and spirits with taste guarantee), Gårdbutikker (Danish farm products), Specialbutikker (specialty foods like Lagkagehuset and Centerslagteren), and Brandbutikker (brand shops). Seasonal offerings include Grill department, while Erhverv provides B2B procurement for workplaces. Key differentiating features include Prismatch (1,500 items price-matched daily against REMA 1000) and Friskhedsgaranti (Denmark's best freshness guarantee with minimum shelf life commitments). The platform includes Favoriter for personalized shopping and mobile apps for iOS/Android.

Differentiator

Problem solved

Functional benefit

Products and services

• Nemlig.com Online Supermarket Denmark's first and largest online grocery supermarket offering over 9,000 grocery items with home delivery 365 days a year. Features personalized shopping, favorites, recipes with one-click add-to-cart, meal kits, wine and spirits, specialty shop partnerships, and price matching against REMA 1000 on 1,500 items daily.
• Måltider (Meal Kits) Flexible meal kit service without subscription. Customers choose from preset customer favorites (available 8+ weeks) and 5 new dishes weekly. Meals start from 28 kr per portion, with no fixed boxes or binding commitments.
• Erhverv (Business Procurement) B2B grocery procurement service for workplaces offering morning breakfast, lunch, Friday bar supplies, fruit schemes, meeting catering, corporate gifts, office supplies, cleaning products, and flowers. Includes dedicated customer service team and invoice payment options for corporate customers.

Quantifiable outcome

• 4.7 out of 5 stars on Trustpilot from 44,970 reviews
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Nets Denmark A/ScoreOthersPayment processor handling card transactions. Full card details stored by Nets, not by Nemlig. Located at Klausdalsbrovej 601, 2750 Ballerup. Also provides save-card functionality for returning customers.
• LagkagehusetcoreTechnology or IntegrationBakery partner delivering fresh bread and cakes daily. Products baked on delivery day for maximum freshness. Part of specialbutikker (specialty shops) offering.
• Specialbutikker PartnerscoreTechnology or IntegrationPartnerships with specialty shops including Lagkagehuset, Centerslagteren, Sv. Michelsen (chocolate), Homemate (ready meals), A.C Perch's Thehandel (tea). Offering unique high-quality products.
• Logistics/Transport PartnerscoreOthersDelivery partners handling transportation of groceries from warehouse to customers. Partners are self-employed data controllers for their transport activities.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Coop Danmark: Largest Danish grocery retailer (cooperative) operating supermarkets (Kvickly, SuperBrugsen, Dagli'Brugsen, Irma) and a growing online channel. Comparable as a Danish incumbent with overlapping grocery assortment and omnichannel delivery ambitions.
• REMA 1000 Danmark: Danish discount supermarket chain that Nemlig explicitly price-matches against on 1,500 items daily. Comparable as the reference competitor Nemlig benchmarks pricing against and a structural threat from the discount segment.
• Dagrofa: Danish grocery wholesale and retail group operating Meny, Spar, and other chains with growing online capabilities. Comparable as a Danish incumbent expanding online grocery to compete with Nemlig's direct-to-consumer model.
• Salling Group (Netto, Bilka): Denmark's largest retail group operating Netto (discount), Bilka (hypermarkets), Føtex, and online grocery. Comparable as a broad incumbent leveraging physical store density to compete in online grocery, directly threatening Nemlig's pricing and assortment advantages.

Emerging players

• HelloFresh: Global meal-kit subscription leader offering weekly recipe boxes. Comparable to Nemlig's Måltider meal kits (from 28 kr per portion), though Nemlig's flexible no-subscription model differs from HelloFresh's subscription-led approach.
• Too Good To Go: Marketplace for surplus food from grocery and restaurant partners. Operates in Denmark and addresses overlapping consumer demand for affordable, sustainable food — comparable as an emerging player in Denmark's food/retail ecosystem.

Direct peers

• Mathem: Sweden's largest online grocery retailer offering home delivery of a broad grocery assortment. Closely comparable business model, customer segment, and operational complexity to Nemlig.com, serving a Nordic market with similar demographic and regulatory dynamics.
• Oda: Norway's leading online grocery retailer (formerly Kolonial.no). Operates an inventory-led model delivering a broad assortment of groceries to households, directly comparable to Nemlig.com's B2C/D2C grocery delivery proposition in the Nordic region.
• Picnic: Dutch online grocery delivery service operating an asset-light, route-optimized delivery model. Directly comparable as a Northern European online grocery operator competing on convenience, freshness, and technology-driven efficiency.
• Rohlik Group: Czech-founded online grocery retailer operating across multiple European markets (including Germany, Austria, Hungary). Comparable as an inventory-led online supermarket delivering full grocery assortments to households with proprietary technology and delivery infrastructure.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/nemligcom
• Facebookfacebook.com/nemligcom
• LinkedInlinkedin.com/company/nemlig-com

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Nemlig.com