What Tøjeksperten does

Tøjeksperten, founded in 1968, is Denmark's largest men's clothing retail chain, operating as a private, for-profit omnichannel business across the country. The company sells menswear spanning shirts, chinos, t-shirts, poloshirts, jackets, suits, shorts, underwear, socks and accessories, carrying its flagship house brand Lindbergh alongside house brands Bison, Morgan, JUNK de LuxE, Jack's Sportswear, JBS and Meyer, plus third-party labels such as Tommy Hilfiger, New Balance and Wrangler. A catalog of 5,612+ products with 761 active new arrivals supports a broad size range from XS to 8XL, including a dedicated big-and-tall assortment (3XL-8XL).

The retail platform combines a full e-commerce storefront (toejeksperten.dk) with 110+ physical stores distributed across all major Danish cities and regional towns. The technology stack is built on Algolia for search and discovery, Bloomreach for marketing personalization and product recommendations, Google Analytics, Hotjar and Microsoft Clarity for behavioral analytics, plus Meta, Google Marketing Platform and Microsoft/Bing for marketing automation. Omnichannel mechanics include reserve-online-pickup-in-store, free delivery to pickup points on orders over 499 DKK, 1-2 business day delivery via GLS, free returns and a 365-day exchange policy redeemable in-store or online.

The business model is predominantly one-time product sales, augmented by volume-based multi-pack bundles (e.g., 2-for-400/700/800 DKK, 3-for-1000 DKK), seasonal promotional events such as Summer Sale (up to 50% off), and the Klub Tøjeksperten loyalty program which provides 5% purchase bonuses, a 10% welcome discount, and exclusive member pricing. Payment options span MobilePay, Apple Pay, Dankort, Visa, MasterCard, JCB and Anyday buy-now-pay-later. The target customer is broad-based Danish male consumers seeking quality everyday and formal menswear at accessible price points, served through a horizontal segmentation approach spanning general, formal/business and seasonal/casual use cases.

Name

Tøjeksperten

Legal name

Tøjeksperten

Website

https://www.toejeksperten.dk

Company type

Private

Founded year

1968

Operating status

Operating

Short description

Tøjeksperten is Denmark's largest men's clothing retail chain, founded in 1968, operating 110+ physical stores and a full e-commerce platform selling menswear under its flagship Lindbergh brand plus Bison, Morgan, Meyer and other house and third-party labels to broad-based Danish male consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of men's clothing and accessories through online and physical retail channels. Products sold include shirts, chinos, t-shirts, poloshirts, jackets, suits, shorts, underwear, socks, and accessories.
2. Multi-Pack Bundling: Volume-based pricing through multi-pack deals (e.g., 2 for 400 kr, 2 for 700 kr, 2 for 800 kr / 3 for 1000 kr) driving higher transaction values.
3. Loyalty Program: Klub Tøjeksperten membership program offering 10% welcome discount, 5% bonus on all purchases, and exclusive member pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Tøjeksperten is a Danish omnichannel retailer of men's clothing and accessories, operating toejeksperten.dk and 110+ physical stores across Denmark. Its offering centers on menswear categories (shirts, chinos, t-shirts, poloshirts, jackets, suits, shorts, underwear, jeans, knitwear, footwear, and accessories) sold under house brands led by Lindbergh and partner brands such as Bison, Morgan, Meyer, JUNK de LuxE, Tommy Hilfiger, Wrangler, and New Balance. The retailer supports its catalog with nationwide free shipping above 499 DKK, 1–2 day delivery, free returns, and a 365-day exchange policy, supplemented by the Klub Tøjeksperten loyalty program offering 5% bonus and member pricing.

Product overview

Tøjeksperten is Denmark's largest men's fashion retail chain offering both online shopping and 110+ physical stores across the country. The product portfolio centers on menswear across categories including shirts, trousers, chinos, jackets, suits, jeans, sleepwear, overshirts, polo shirts, shorts, footwear, knitwear, sweatshirts, t-shirts and underwear, complemented by accessories. Key house and exclusive brands include Lindbergh (flagship brand with suits, shirts, chinos), while the portfolio features partner brands such as Bison (functional sportswear), Morgan, JUNK de LuxE, Jack's Sportswear, JBS, Meyer, North, and Shine Original. The loyalty program Klub Tøjeksperten provides 5% bonus earnings and exclusive member pricing. The retailer also offers editorial content through 'Eksperten' featuring style guides and fashion advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Klub Tøjeksperten (Loyalty Program) Free membership loyalty program for Tøjeksperten shoppers that rewards repeat purchases with a 5% bonus on all transactions, a 10% welcome discount on the first order, exclusive member-only prices, and birthday rewards; points are redeemable both in-store across 110+ locations and online at toejeksperten.dk.
• Lindbergh Suit Classic slim-fit Lindbergh suit combining jacket and trousers, available in multiple colors and priced from 1499 DKK, sold to men seeking formal/work attire for business, weddings, and special occasions.
• Lindbergh Chinos - Relaxed Loose Fit Casual chinos in a relaxed loose fit made with 98% cotton and 2% elastane, featuring Lindbergh Superflex stretch technology for full freedom of movement, available in multiple colors and sold as part of the 2-for-800 kr multi-pack bundle.
• Bison Fast Dry Poloshirts Functional polo shirts with Bison quick-dry technology for extra comfort in warm weather, targeted at men seeking breathable sportswear and sold online as a 2-pack for 1000 DKK.
• Linen Collection Summer linen collection featuring breathable linen shirts, shorts and trousers, positioned as a seasonal campaign assortment for warm-weather wear and bundled through multi-pack offers such as 3 stk 1000 kr.
• Lindbergh 1927 Collection Premium shirt collection under the Lindbergh 1927 sub-line, featuring high-quality fabrics and craftsmanship for men seeking elevated business and dress-shirt options.
• Lindbergh Technical Suit Performance-oriented Lindbergh suit with wrinkle-free, water-repellent and breathable properties, positioned for men needing durable formal wear that holds up to travel and daily use.
• Lindbergh Superflex Suit Stretch Lindbergh suit featuring Superflex construction for maximum comfort and freedom of movement, targeted at men who want formal tailoring with the wearability of casual clothing.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PWT BrandscoreStrategic or Co-development PartnerPWT Brands is the parent company/brand owner for Lindbergh, one of Tøjekspertens flagship and most prominent brands. Located at Gøteborgvej 15-17. The partnership represents a core strategic relationship as Lindbergh products constitute a significant portion of Tøjekspertens catalog and sales.
• MobilePayminorOthersMobilePay is a payment method available at checkout, enabling customers to pay using the MobilePay app.
• Apple PayminorOthersApple Pay is available as a payment option for customers using Apple devices.
• AnydayminorOthersAnyday provides buy-now-pay-later financing options, allowing customers to pay in installments.
• GLSminorOthersGLS is the primary logistics partner for home deliveries, offering 1-2 business day delivery service.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Boozt: Boozt is a leading Nordic online fashion retailer headquartered in Malmö with strong Danish market presence, operating a multi-brand menswear and womenswear e-commerce platform. It is the closest direct peer to Tøjeksperten's online operation, competing head-to-head for the same Danish male shopper on assortment, delivery speed, and price.
• Dressmann: Dressmann is a Norwegian-headquartered men's and children's clothing chain with extensive Scandinavian store coverage. Its menswear-focused, value-formal, big-and-tall positioning mirrors Tøjeksperten's core proposition and multi-channel retail model, making it a strong concept peer.
• Suitsupply: Suitsupply is a men's specialty retailer focused on suits, formalwear, and tailored casual with both physical showrooms and e-commerce. It is directly comparable to Tøjeksperten's Lindbergh suit business (suits from 1499 kr) on formal-wear merchandising and omnichannel go-to-market.

Broad incumbents

• Zalando: Zalando is the largest pan-European online fashion platform, offering an enormous assortment of menswear including own and third-party brands. It competes with Tøjeksperten's e-commerce for share of Danish male fashion spend and exerts structural pricing pressure across the market.
• Jack & Jones (Bestseller): Jack & Jones is the flagship men's brand of Danish fashion group Bestseller, sold across Europe in both own retail and wholesale. It overlaps directly with Tøjeksperten's menswear assortment on casual shirts, jeans, and outerwear, and is one of the most important brand-level competitors in the Danish market.
• H&M: H&M is a Swedish fast-fashion multinational with a substantial menswear line and a dense physical and online presence across Denmark. It competes with Tøjeksperten on price-led everyday apparel and seasonal collections, including adjacent categories like formalwear and basics.
• Hugo Boss: Hugo Boss is a global premium menswear brand with strong formalwear, suiting, and casualwear lines distributed through own retail, wholesale, and online. It is a comparable peer for Tøjeksperten's Lindbergh formal/suit positioning and competes for the same special-occasion customer in Denmark.
• ASOS: ASOS is a UK-headquartered global online fashion retailer with a large menswear offering, including own-brand and third-party labels. It competes with Tøjeksperten's e-commerce on trend-led menswear, price, and delivery convenience, and is a structural competitor for younger Danish male shoppers.

Emerging players

• Mr Porter (Yoox Net-a-Porter): Mr Porter is a global online menswear retailer offering premium and luxury menswear with editorial content. It is comparable to Tøjeksperten's Lindbergh premium suit/shirt sub-collections and 'Eksperten' editorial style, though at a higher price point and without physical retail.

Regional players

• Carlings: Carlings is a Scandinavian fashion retailer targeting young men and women with denim and casualwear, primarily operating in Norway and Sweden. It is a regional concept peer to Tøjeksperten in the casual menswear segment but does not directly compete in Denmark today.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/toejeksperten.dk
• Instagraminstagram.com/toejeksperten
• LinkedInlinkedin.com/company/tojeksperten

Revenue estimate

Valuation estimate

Number of profiles

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 Tøjeksperten