Sam Partner A/S
Sam Partner A/S is a Danish B2B non-food products supplier serving retailers and distributors across Scandinavia and Europe with own-brand and private-label assortments, sourced internationally via offices in Poland, China, and India and distributed from three Danish warehouses.
- Company typePrivate
- Founded2001
- HeadquartersKolding, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Sam Partner A/S does
Sam Partner A/S is a Danish Business-to-Business supplier of non-food products serving retailers and distributors across Scandinavia and broader European markets. Founded in 2001 and headquartered in Kolding, Denmark, the company operates a private-label and own-brand trading model that delivers complete product solutions, campaign items, and tailored assortments to retail chains and distributors. Its portfolio spans eight product categories — automotive, home & decor (Bolig & Deko), leisure (Fritid), garden (Have), hobby, kitchen & bath (Køkken & Bad), paint & chemicals (Maling & Kemi), and games & play (Spil & Leg) — with own-brand activity under the BASTA Car Care label in the automotive category. The company is organized as a Danish public limited company (A/S, CVR 3187 6036) with 11-50 employees.
The company sources internationally through dedicated purchasing offices in Poland, China, and India, enabling direct factory-level sourcing and quality control on low-cost Asian supply. It distributes from three Danish warehouses located in Kolding, Gesten, and Vejen, shipping to customers in Denmark, Sweden, Norway, Finland, Iceland, France, Czech Republic, Poland, Austria, and Germany. Its operating model is differentiated by a portfolio of regulatory and sustainability credentials — FSC chain-of-custody certification (C141344), OEKO-TEX, EUTR timber regulation compliance, Amfori/BSCI supply chain responsibility membership (held for 10+ years), Legebranchen ethical toy-supplier membership, and Smiley status — supported by in-house graphic design capabilities for private-label packaging and dedicated Danish regulatory consultants (EcoHouse, Mediator).
Sam Partner A/S generates revenue through one-time B2B sales of its non-food product portfolio, with pricing negotiated directly with each retail or distribution customer and no public pricing available. The company is privately held with no disclosed institutional ownership or parent company. Customer segments are described horizontally as retailers and distributors seeking non-food products for resale; no named customer logos or revenue concentration data is available in publicly accessible material.
Sam Partner A/S firmographics
Firmographics- Name
- Sam Partner A/S
- Legal name
- SAM PARTNER A/S
- Website
- https://sampartner.dk
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sam Partner A/S is a Danish B2B non-food products supplier serving retailers and distributors across Scandinavia and Europe with own-brand and private-label assortments, sourced internationally via offices in Poland, China, and India and distributed from three Danish warehouses.
- Ownership category
- akta.pro rank
Sam Partner A/S industry classification
Industry- Product category
- B2B Non-Food Wholesale Distribution
- akta.pro primary industry
- Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB)
Keywords
Where Sam Partner A/S is headquartered
LocationHeadquarters
- HQ city
- Kolding
- HQ country
- Denmark
- HQ region
- Europe
Offices7 records
Markets served
Sam Partner A/S business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Non-food product sales: Revenue generated through the sale of non-food products across multiple categories including automotive, home & decor, leisure, garden, hobby, kitchen & bath, paint & chemicals, and games & toys. Products are sold as complete solutions, campaign items, and tailored assortments to B2B customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B pricing by arrangement |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Sam Partner A/S product offering
Product offeringCore offering
Sam Partner A/S is a B2B non-food products supplier that develops, sources, and distributes own-brand and private-label consumer goods across eight categories: automotive, home & decor, leisure, garden, hobby, kitchen & bath, paint & chemicals, and games & play. The company delivers complete solutions, campaign items, and market-tailored assortments to retail chains, DIY stores, and supermarkets across Scandinavia and broader Europe from Danish warehouses, supported by purchasing offices in Poland, China, and India.
Product overview
Sam Partner A/S is a Business-to-Business (B2B) non-food products supplier offering a broad portfolio of product categories including Auto, Bolig & Deko (Home & Decor), Fritid (Leisure), Have (Garden), Hobby, Køkken & Bad (Kitchen & Bath), Maling & Kemi (Painting & Chemicals), and Spil & Leg (Games & Play). The company delivers complete solutions, promotional items, and assortments tailored to the market, customer, and end-user. They source products globally with purchasing offices in Poland, China, and India, and warehouses in Denmark (Kolding, Gesten, Vejen) from which they ship to customers across Scandinavia and Europe.
Differentiator
Problem solved
Functional benefit
Brands
- BASTA CAR CARE: Car care product line including motor oil, cleaning products, brushes, mats, work lights, wheel storage, and trailer accessories.
Products and services
- Auto (Automotive Products) Sourced assortment of products for use in and around cars, garages, bicycles, and trailers, including motor oil, cleaning products, brushes, mats, work lights, wheel storage, and trailer accessories. Distributed to B2B retail customers. Includes the BASTA CAR CARE sub-brand.
- Bolig & Deko (Home & Decor) Wide assortment of small and large furniture (shelves, stools, chairs, sofas, tables), decoration and ornamental items (lamps, vases, pillows), lighting, carpets, blinds, and related home goods supplied to B2B retail customers.
- Fritid (Leisure) Broad range of leisure subcategories including camping and outdoor products (tents, gas cookers, mats, blankets, gas burners), travel products (suitcase locks, neck pillows, luggage tags, earplugs), fitness, and sports products supplied to B2B retail customers.
- Have (Garden) Seasonal garden assortment for sowing, cultivation, pricking out, growing-season support and covering, and winter protection against cold and frost. Supplied to B2B retail customers.
- Hobby DIY decoration assortment including beads, ribbons, wire, coloring books, paper crafts, drawing tools, yarn, and patchwork items supplied to B2B retail customers.
- Køkken & Bad (Kitchen & Bath) Assortment of kitchen and bathroom products including fixtures, shower rail sets, hand showers, water-saving products, shelves, and mirrors supplied to B2B retail customers.
- Maling & Kemi (Paint & Chemicals) Indoor and outdoor paint, jointing and putty compounds, cleaning products, brushes, rollers, covering materials, sandpaper, protective equipment, and tape. Chemical products manufactured at modern facilities in Denmark and other EU countries with attention to quality and labeling requirements. Supplied to B2B retail customers.
- Spil & Leg (Games & Play) Wide range of indoor and outdoor games and toys for all ages, including trampolines, ball games, garden games, sandbox toys, beach balls, water pistols, and swings. Distributed as a responsible toy supplier through Legebranchen membership to B2B retail customers.
- Vandvarmer 30 liter (Carlsbad ECO Smart, Model DSZF20-LD/30Y6R) 30-liter water heater distributed to B2B retail customers. Technical datasheet and manual available on the company website.
- Glasvæv (Glass Fiber Wallcovering, Item 13116-18) Glass fiber wallcovering product with Declaration of Performance (DOP) documentation, supplied to B2B retail customers.
Companies that use Sam Partner A/S
Customer profileSegments1 record
Ideal customer profiles1 record
Sam Partner A/S technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sam Partner A/S partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Amfori / BSCIcoreSAM PARTNER A/S has been part of the global Amfori collaboration for over 10 years, working to ensure optimal working conditions throughout the supplier chain.
- EcoHousecoreDanish consulting firm that helps ensure products comply with specific requirements and are marked according to current rules. Partner for regulatory compliance.
- MediatorcoreDanish consulting firm that helps ensure products comply with specific requirements and are marked according to current rules. Partner for regulatory compliance.
- FSC (Forest Stewardship Council)coreActive part of FSC cooperation ensuring sustainable forest management and protection of endangered animals, waterways, and plant life. Certificate number C141344.
- LegebranchencoreResponsible toy supplier member of Legebranchen, an association of more than 40 companies professionally working to maintain and develop an ethical and responsible toy industry in Denmark.
- ELRETURminorPays for ELRETUR services which handle end-of-life electronic waste (WEEE) and batteries to comply with environmental legislation.
- BASTA Car CareminorCar care product partner. SAM PARTNER offers BASTA CAR CARE products in the automotive category.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Sam Partner A/S competitors and assessment
Company assessmentDirect peers
- Martin & Servera: Swedish foodservice and non-food wholesale group serving restaurants, retailers and public-sector buyers across the Nordics. Comparable B2B wholesale structure and Scandinavian footprint with multi-category sourcing.
- Optimera: Norwegian/Danish building materials distributor serving professional trades and retailers. Comparable as a Nordic B2B distribution player sourcing multi-category assortments and delivering to retail and pro customers.
- Solar A/S: Danish B2B technical wholesale distributor selling multi-category products (electrical, climate, tools, etc.) to installers and retailers across the Nordics. Closely mirrors Sam Partner's B2B sourcing/distribution model serving professional buyers with diverse non-food assortments.
- Stark Group: Nordic building materials distributor (owned by Ferguson) operating across Denmark and Northern Europe. Comparable B2B wholesale/distribution model with multi-category non-food sourcing and retailer/professional delivery.
- Ahlsell: Sweden-based B2B technical wholesaler serving installers, contractors and retailers across the Nordics with a broad non-food product range. Comparable to Sam Partner in B2B model, multi-category breadth, and Scandinavian customer base.
- Brødrene Dahl: Danish B2B technical wholesale distributor (part of Saint-Gobain) focused on plumbing, heating and related non-food categories. Comparable B2B model and Danish footprint with sourcing-led assortment delivery to trade and retail.
Others
- Harald Nyborg: Danish DIY/hardware chain retailing auto, garden, tools and household goods. Represents a downstream retail channel whose private label and assortment needs overlap with Sam Partner's sourcing and private label offering.
- Jem & Fix: Danish DIY/hardware chain operating neighborhood stores with house brands across hardware, garden and household categories. Functions as a downstream retail customer for B2B suppliers like Sam Partner.
Broad incumbents
- Bauhaus Danmark: European DIY/home improvement retailer with Scandinavian stores selling auto, garden, paint and household assortments. Overlaps with Sam Partner's category mix but is a downstream retail channel that could be both customer and competitor.
- Würth: Global German-headquartered B2B technical distribution company with deep private label and direct-sourcing capability. Operates as a broad incumbent serving trades and retailers with similar assortment-driven B2B model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sam Partner A/S social profiles
Digital presenceSam Partner A/S financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sam Partner A/S leadership team
Management profileNumber of profiles
Sam Partner A/S funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sam Partner A/S 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 Sam Partner A/S
What does Sam Partner A/S do?
Sam Partner A/S is a B2B non-food products supplier that develops, sources, and distributes own-brand and private-label consumer goods across eight categories: automotive, home & decor, leisure, garden, hobby, kitchen & bath, paint & chemicals, and games & play. The company delivers complete solutions, campaign items, and market-tailored assortments to retail chains, DIY stores, and supermarkets across Scandinavia and broader Europe from Danish warehouses, supported by purchasing offices in Poland, China, and India.
Is Sam Partner A/S a public or private company?
Sam Partner A/S is a private company. It is classified as unknown and is currently operating.
When was Sam Partner A/S founded?
Sam Partner A/S was founded in 2001. It employs 11 to 50 people.
Where is Sam Partner A/S based?
Sam Partner A/S is headquartered in Kolding, Denmark, in the Europe region.
How does Sam Partner A/S make money?
One revenue line is on record: non-food product sales.
Who are Sam Partner A/S's main competitors?
Direct peers on record are Martin & Servera, Optimera, Solar A/S, Stark Group, Ahlsell and Brødrene Dahl. Others are Harald Nyborg and Jem & Fix. Broad incumbents are Bauhaus Danmark and Würth.
Does Sam Partner A/S have an API?
No public API is recorded for Sam Partner A/S.
What industry is Sam Partner A/S in?
Sam Partner A/S's product category is B2B Non-Food Wholesale Distribution. Its primary akta.pro industry code is CRAEAEAB, Membership Wholesale Clubs (B2B & B2B2C).