Sjællands Erhvervsbeklædning

What Sjællands Erhvervsbeklædning does

Sjællands Erhvervsbeklædning (SJEB) is a Danish B2B workwear, safety equipment, and corporate apparel distributor headquartered in Rønnede, Denmark, founded in 2008. The company sells flame-resistant and multi-norm workwear, functional workwear, hi-vis and reflective clothing, chef and service uniforms, clinic and care apparel, safety footwear (shoes, boots, sandals, rubber boots), personal protective equipment (helmets, gloves, fall protection, respiratory, hearing, eye), profile clothing, sportswear, and branded merchandise under partner brand portfolios that include Carhartt, Blåkläder, Kansas, Airtox, F-Engel, Mascot, and Craft. SJEB operates a hybrid distribution model combining 9 physical retail locations across Denmark, 17 field salespeople, an inside sales function split between East and West regional teams, and a proprietary B2B webshop built on the Shopware commerce platform that provisions each corporate customer with an individual company login and pre-set product assortment. The value stack also includes in-house printing, embroidery, and tailoring services enabling customized logo application and direct-to-employee delivery; named customers include København Zoo, CPK Gruppen, Camp Adventure, and Würtz Gruppen.

SJEB's customer base spans four primary segments: craft and construction businesses (the largest), corporate and business clients requiring profile clothing, municipalities and public institutions, and sports clubs and organizations; the B2B model relies on repeat purchase dynamics tied to workplace safety compliance and corporate branding refresh cycles. Pricing is quote-based per customer account with no public price list; the company added an extraordinary energy surcharge of 17 DKK per order from June 2026, indicating conventional reseller margin economics rather than subscription or usage-based software pricing. The product catalog comprises approximately 50,000 SKUs available across physical and digital channels.

In April 2026, following competition authority approval, SJEB was acquired by Ahlsell, the Nordic region's leading technical distributor, which serves 34,000 companies across 34 countries; SJEB continues to operate under its own brand with co-directors Martin Mayland Olsen (CEO) and Allan Mayland Olsen (Director) remaining in place alongside CFO Michael Vejlgård. Total reported revenue for the most recent fiscal year prior to the Ahlsell deal was 175 million DKK, with headcount reported between 75 and 82 employees depending on the source — 82 being the post-Orloff Erhverv acquisition figure used in the Ahlsell announcement. The May 2025 acquisition of competitor Orloff Erhverv had previously extended SJEB's footprint into Fyn with the Odense store. No AI/ML capabilities, patents, or outside funding rounds are disclosed in the source material.

Name

Sjællands Erhvervsbeklædning

Legal name

SJEB A/S

Website

https://sjeb.dk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Sjællands Erhvervsbeklædning (SJEB) is a Danish B2B workwear, safety equipment, profile clothing, and corporate apparel distributor serving construction, corporate, public sector, and sports clients through 9 retail stores, 17 field salespeople, and a proprietary B2B webshop with in-house printing and embroidery services; acquired by Nordic technical distributor Ahlsell in April 2026.

Ownership category

akta.pro rank

Headquarters

HQ city

Rønnede

HQ country

Denmark

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workwear and Safety Products: Sale of workwear, safety shoes, safety footwear, profile clothing, sportswear, and merchandise. Core B2B product revenue with repeat purchase dynamics driven by workplace safety requirements and corporate branding needs.
2. Customization Services: Printing and embroidery services applied to workwear and merchandise. Value-add service generating additional revenue per transaction.
3. Tailoring and Alterations: Custom tailoring services including adjustments, hems, and repairs to workwear.
4. Consulting and Advisory: Expert advice on workwear selection, safety requirements, and branding solutions across all branches.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

SJEB is a Danish B2B distributor of workwear, safety footwear, profile clothing, sportswear, personal protective equipment, and branded merchandise, sold through 9 retail stores, a per-company B2B webshop, and 17 field salespeople. The company adds value through in-house printing and embroidery, professional tailoring and alterations, and expert consulting on safety compliance and apparel selection. Customers are primarily Danish businesses ranging from small tradespeople to large contractors, municipalities, and corporate accounts.

Product overview

SJEB is a Danish B2B workwear and safety equipment company offering a comprehensive product portfolio centered on workwear (flame-resistant, functional, hi-vis, chef/service, clinic clothing), safety footwear (shoes, boots, sandals, rubber boots), profile clothing, sportswear, protective equipment (helmets, gloves, fall protection, first aid, respiratory, eye protection, knee pads, hearing protection), and merchandise. The core offering is complemented by value-added services including an individual B2B webshop solution for streamlined corporate ordering, in-house printing and embroidery for branding, professional tailoring for fit adjustments, and expert consulting. The company operates 9 physical store locations across Denmark with a B2B-focused e-commerce platform, targeting businesses from small tradespeople to large contractors, municipalities, and public institutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Arbejdstøj (Workwear) A core product line sold to businesses and tradespeople, comprising flame-resistant and multinorm clothing, functional workwear, hi-vis and reflective clothing, chef and service apparel, and clinic/care clothing.
• Sikkerhedssko (Safety Footwear) Safety footwear including safety shoes, safety boots, safety sandals, safety ankle boots, rubber boots, and running/sport shoes offered across multiple safety classes for trade and industrial users.
• Profiltøj (Profile Clothing) Branched professional clothing for corporate identity, supplied to companies seeking consistent employee appearance, brand representation, and customer-facing wear.
• Sportstøj (Sportswear and Club Apparel) Sportswear and customizable club apparel for sports teams and organizations, with optional printing or embroidery branding applied in-house.
• Værnemidler (Personal Protective Equipment) Personal protective equipment including safety helmets, gloves, fall protection, first aid equipment, respiratory protection, disposable coveralls, safety glasses, knee protection, and hearing protection supplied to trade and industrial customers.
• Merchandise Branched merchandise products including t-shirts, caps, bags, and other promotional items customized with company logos for corporate marketing and events.
• Individual B2B Webshop Solution A managed B2B webshop service providing each corporate customer a unique login and pre-configured product assortment, enabling employees to order customized company-branded workwear that is delivered directly to their door.
• Tryk & Broderi (Printing and Embroidery) In-house printing and embroidery service applying company logos to workwear, sportswear, and merchandise using transfer printing and material-specific embroidery techniques.
• Skrædderi (Tailoring and Alterations) Professional tailoring service for alterations, adjustments, and minor repairs on workwear and apparel, ensuring proper fit, comfort, and extended garment life.
• Rådgivning (Workwear and Safety Consulting) Expert consulting service advising corporate customers on appropriate workwear, safety footwear, and protective equipment selection based on industry requirements, safety classes, and workplace conditions.

Quantifiable outcome

• Over 1 million visitors served through customer locations (e.g., Camp Adventure)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• AhlsellcoreStrategic or Co-development Partner · 9 April 2026Ahlsell, the Nordic region's leading technical distributor, acquired SJEB A/S following approval from competition authorities (Konkurrence- og Forbrugerstyrelsen). The acquisition strengthens Ahlsell's position in workwear and safety equipment, adding SJEB's 9 stores, 82 employees, and 175 million DKK revenue to their portfolio of 500,000+ product SKUs. SJEB continues operating under its own brand with focus on maintaining local customer relationships.
• Orloff ErhvervcoreChannel Partner/ Reseller/ Distributor · 26 May 2025SJEB acquired all operational activities of Orloff Erhverv, a competitor in the workwear and safety equipment market. The acquisition expanded SJEB's presence to include Orloff's Odense location and customer base, consolidating their market position in Denmark. Orloff's customers gained access to SJEB's broader assortment and national service network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fristads Kansas Group: Fristads is a Swedish premium workwear brand selling direct and via distributors in Denmark. It is a brand SJEB stocks and a direct competitor for industrial, construction, and service-sector customers, particularly in flame-resistant and multinorm workwear.
• Blåkläder: Blåkläder is a Swedish workwear manufacturer with significant direct-to-business sales in Denmark. It is both a brand distributed by SJEB and a direct competitor for the same construction and industrial B2B customers, with comparable product categories (hi-vis, flame-resistant, functional workwear).
• MASCOT International: MASCOT is a Danish-based workwear and safety footwear manufacturer selling B2B across the Nordics. It is a direct competitor to SJEB in the Danish market, with overlapping customer base in construction, industry, and trades, and competes both as a brand SJEB distributes and as a direct sales channel.
• ID Identity: ID Identity is a Danish profile clothing and corporate identity apparel provider, directly competing with SJEB's Profiltøj offering. It serves overlapping B2B customers with branded workwear, merchandise, and customization services.
• Orloff Erhverv: Orloff Erhverv was a direct competitor in the Danish workwear and safety equipment market whose operational activities were acquired by SJEB in May 2025. It is a relevant peer because it represented the comparable competitive position SJEB consolidated against in Denmark.
• Engel Workwear (F. Engel): Engel is a Danish-founded workwear manufacturer selling directly and through distributors in Denmark. It competes with SJEB on safety-class workwear, hi-vis clothing, and functional apparel for tradespeople and industry.
• Bacher Work Wear: Bacher Work Wear is a Nordic workwear and profile clothing retailer now part of the Ahlsell group alongside SJEB. It is a sister-company peer with overlapping product categories and a comparable B2B service model in the Norwegian and Swedish markets.

Broad incumbents

• Würth Denmark: Würth is a large global technical distributor with a Danish operation supplying workwear, PPE, and tools to B2B customers. It is a broader incumbent with a larger product portfolio, competing with SJEB for safety equipment and workwear spend from trades and industrial customers.
• New Wave Group: New Wave Group is a Swedish-based broad apparel and promotional merchandise group owning multiple brands (Cutter & Buck, Craft, Nimbus) that SJEB distributes. It is a broader incumbent with vertical integration from design to distribution, competing with SJEB in profile clothing and merchandise.
• Ahlsell Denmark (parent): Ahlsell is the Nordic region's leading technical distributor and now SJEB's parent company following the April 2026 acquisition. It is a broad incumbent serving 34,000 companies across construction, industry, and public sector with 500,000+ SKUs, including workwear and PPE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SjaellandsErhvervsbeklaedningAS
• LinkedInlinkedin.com/company/sjeb-as
• Instagraminstagram.com/sjeb_as

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Sjællands Erhvervsbeklædning