pej gruppen

What pej gruppen does

pej gruppen is a privately held Scandinavian trend institute founded in 1974 and headquartered in Herning, Denmark. It produces trend, color, and consumer-behavior forecasts for B2B clients across lifestyle verticals, including fashion and apparel, interior design and furniture, food and beverage, and retail. Its product portfolio centers on three tiered forecasting publications — pej first colour (24 months ahead, 50–60 colors), pej colour (15 months ahead, 40–48 colors with Pantone/NCS translations), and pej toolbox (17 months ahead, 500+ images and physical material samples) — all accessible via the digital platform pejtrend.com and distributed through annual subscriptions and one-time purchases.

The company also publishes industry magazines (TØJ for fashion, 365DESIGN for interior/design, TID & tendenser for lifestyle/zeitgeist, plus the Food Trend Mag and Retail Mega Mag bookazines), and operates a book publishing program anchored by the proprietary 'Trendsociologi' (Trend Sociology) methodology and the 'Livsfaser' life-phase framework covering 17 life stages. Service offerings include market and target group analysis (in partnership with Noehow), color consulting, a Content Lab advertorial service, more than 150 trend lectures per year, and international Retail Safari inspiration tours, with named customers spanning Fritz Hansen, B&O, Ecco, Danish Crown, Skechers, Magasin, HusCompagniet, Comwell, DFDS, and B&O.

Revenue is generated through a mix of recurring annual memberships (EUR 590–1,800), one-time product sales (DKK 500–8,000), consulting engagements starting at DKK 25,000, advertorial content packages (DKK 10,000 baseline), conferences, and a retail/distribution arm (Trendstore physical and online in DKK and EUR) that also serves as a Nordic agent for Pantone, NCS, RAL, Promostyl, and Trend Union. CEO and owner Louise Byg Kongsholm leads the firm with no disclosed outside investors, parent company, or M&A activity; the company remains a small (11–50 employees) founder-owned operation concentrated in Scandinavia/Northern Europe.

Name

pej gruppen

Legal name

pej gruppen

Website

https://pejgruppen.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

pej gruppen is a privately held Scandinavian trend institute founded in 1974, headquartered in Herning, Denmark, that provides trend, color, and consumer-behavior forecasting publications, digital platforms, industry magazines, and consulting to B2B clients in fashion, interior, furniture, food, and retail.

Ownership category

akta.pro rank

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Trend Publications Sales: Sale of physical and digital trend publications including pej toolbox, pej colour, pej first colour, trend books, and food trend magazines. Products are sold both as one-time purchases and as part of annual subscriptions.
2. Trend Memberships: Annual memberships providing recurring revenue access to trend forecasts, digital platforms (pejtrend.com), physical trend books twice yearly, and discounts on conferences and seminars.
3. Professional Services: Consulting services including market and target group analysis (in partnership with Noehow), trend advisory, color consulting, trend reports定制, and speaking engagements. Starting at DKK 25,000 for market analysis.
4. Content Lab Services: Advertorial creation and content services for clients wanting to reach professional audiences in fashion and interior design industries through pej gruppens publications.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

pej gruppen is a Scandinavian trend institute that develops and sells trend forecasting publications, color forecasting tools, digital trend platforms, and consulting services for lifestyle industries including fashion, interior design, furniture, food, and retail. Its core commercial offerings are tiered trend publications (pej first colour, pej colour, pej toolbox), the pejtrend.com digital membership platform, professional market and target group analysis, color consulting, and industry magazines.

Product overview

pej gruppen is a Scandinavian trend institute offering a comprehensive portfolio of trend forecasting products and services for the lifestyle industries. The core product line consists of three tiered trend publications: pej first colour (delivered 24 months before season, earliest color forecasting), pej toolbox (17 months before season, comprehensive trend tool with 500+ images and material samples), and pej colour (15 months before season, seasonal color guide). These are complemented by the digital platform pejtrend.com, which provides online access to four seasons of content. The company also publishes specialized magazines (TØJ for fashion, 365DESIGN for interior/design, TID & tendenser for society/lifestyle), trend reports, and industry-specific publications like pej Food Trend Mag and Retail Mega Mag. Services include market and target group analysis, color consulting, content creation (Content Lab), lectures/workshops, and Retail Safari inspiration tours. pej gruppen operates as both a publisher of its own trend materials and a distributor of international trend publications (agents for Pantone, NCS, RAL, Promostyl, Trend Union, and other color and trend services).

Differentiator

Problem solved

Functional benefit

Brands

• pejtrend.com: Digital platform providing online access to seasonal trends, colors, and visual directions as part of pej trend membership
• pej Food Trend Mag
• TØJ
• 365DESIGN
• TID & tendenser
• Trendstore
• Livsfaser
• Retail Mega Mag

Products and services

• pej first colour

Quantifiable outcome

• Provides color direction 24 months before season with 8 color directions and 50-60 trend colors per forecast
• +2 more outcomes

Named customers30 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• NoehowcoreStrategic or Co-development PartnerStrategic partnership with Noehow for market and target group analysis services. Noehow provides segmentation expertise and behavioral analysis, while pej gruppen contributes trend perspective and consumer behavior insights. Together they deliver comprehensive market analysis with trend forecasting for clients.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WGSN: Global trend forecasting leader serving fashion, interior, food, and consumer goods with subscription-based trend reports, data, and consumer insights — directly competitive with pej gruppen's trend subscription offering, but at significantly larger global scale.
• Promostyl: Paris-based trend forecasting agency producing seasonal color and material trend books for fashion, textile, and lifestyle industries — closely comparable to pej gruppen's pej colour and pej toolbox products (pej gruppen actually represents Promostyl in Scandinavia).
• Trend Union: Li Edelkoort's trend forecasting bureau publishing trend books and color forecasts for fashion, interiors, and lifestyle — directly comparable product offering; pej gruppen distributes Trend Union materials in Nordic markets and hosts Edelkoort seminars.
• Carlin International: Paris-based creative trend bureau offering seasonal trend books, color cards, and lifestyle forecasting for fashion and interior — directly competitive in the same physical/digital trend book category as pej gruppen.
• Stylus: Subscription research and advisory firm producing trend reports and consumer foresight for consumer products, retail, and lifestyle — overlapping subscription and report-based business model with pej gruppen's trend reports and pejtrend.com.
• Fashion Snoops: Trend forecasting platform for fashion and lifestyle brands providing seasonal color, material, and consumer trend reports — comparable to pej gruppen's TØJ magazine and pej colour subscription products.
• The Future Laboratory: London-based consumer foresight and trend forecasting consultancy producing reports, events, and strategic foresight for lifestyle brands — directly comparable in B2B trend advisory and foresight subscription services.

Others

• Pantone: Global color standards authority whose Pantone TCX color system is distributed by pej gruppen via the Colour Lab and embedded in pej first colour. An enabling ecosystem partner and indirect adjacent player in color-based forecasting.
• NCS – Natural Colour System: Swedish-origin color system that pej gruppen distributes and translates into via pej colour — an enabling infrastructure provider in the same color communication value chain.

Emerging players

• Heuritech: AI-powered trend forecasting platform analyzing social media images to detect fashion trends and consumer demand signals — emerging technology-led competitor that could disrupt traditional human-curated trend forecasting like pej gruppen's.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pejgruppen
• Facebookfacebook.com/pejgruppen

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 pej gruppen