Vildmedvin

What Vildmedvin does

Vildmedvin Aps is a privately held Danish specialist wine retailer founded in 2007 and headquartered in Holstebro, Denmark. The company operates an omnichannel model combining a national franchise network of physical wine shops with an e-commerce webshop, offering a catalogue of 1,000+ wine SKUs to Danish consumers. Its two customer segments are B2C retail buyers (online and in-store) and a B2B HoReCa division serving hotels, restaurants, and caterers, allowing the same sourcing relationships and product catalogue to be monetized across two uncorrelated revenue streams. The business is built around direct-sourcing supplier relationships, a price guarantee policy, and the Klub VildMedVin loyalty program, which returns 5% of purchases as redeemable points to drive repeat order frequency.

The company is privately held, has no external investors disclosed, and operates with a headcount in the 11-50 range. Co-founders Peter Pedersen and Thomas Pedersen, described as childhood friends, continue to lead the business. The franchise structure is the primary scaling mechanism for physical retail footprint, enabling nationwide Danish coverage without proportional balance-sheet expansion, while the webshop extends reach to consumers outside franchise catchment areas. No revenue, GMV, or unit-economic figures are publicly disclosed.

The technology footprint described in available data is a standard e-commerce platform plus franchise operations tooling; no AI, machine learning, recommendation engine, or data-driven personalization layer is referenced. Adjacent competitive risk from larger Nordic e-commerce players deploying AI-driven wine discovery and personalization is therefore an open strategic question for the company.

Name

Vildmedvin

Legal name

Vildmedvin Aps

Website

https://vildmedvin.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Vildmedvin is a privately held Danish specialist wine retailer founded in 2007, operating a national franchise store network plus e-commerce webshop serving B2C consumers and a B2B HoReCa segment with 1,000+ wine SKUs.

Ownership category

akta.pro rank

Product category

Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industries

Fine Wine & Luxury Spirits Retail (CRANABAE), Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)

Keywords

• Wine retail
• Online wine shop
• Alcoholic beverages
• Wine ecommerce
• HoReCa supply

Headquarters

HQ city

Holstebro

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Wine and Spirit Sales: One-time transaction sales of wines, sparkling wines, spirits, beer, non-alcoholic products, and specialty items. Products are sold in individual bottles or multi-pack cases with volume discounts.
2. Wine Tasting Boxes and Curated Collections: Pre-curated tasting boxes (smagekasser) offering themed wine selections at discounted bundle prices for discovery and gifting purposes.
3. Franchise Network Revenue: Revenue generated through franchised retail stores across Denmark, sharing inventory, administration, and purchasing while maintaining local store autonomy.
4. HoReCa B2B Supply: Supplying wines to restaurants and wine bars throughout Denmark as part of their B2B hospitality solution.
5. Membership Program: Free loyalty program (Klub VildMedVin) earning 5% bonus points on purchases, redeemable for future discounts.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

VildMedVin is a Danish wine retailer selling an extensive selection of wines, spirits, beers, non-alcoholic beverages, and gourmet specialties via an e-commerce webshop and a nationwide franchise network of physical stores. The company also supplies wines to restaurants and wine bars (HoReCa) across Denmark through a dedicated B2B division.

Product overview

Vildmedvin is a Danish wine retailer operating both a nationwide chain of physical wine stores and a major online webshop. The core offering consists of wine (red, white, rosé, sparkling, champagne), spirits, specialty beers, non-alcoholic products, and gourmet specialties. The product portfolio includes curated tasting boxes (smagekasser), pre-packaged wine packages, gift baskets, and B2B accessories. The business operates on a franchise model with shared inventory and purchasing, while providing HoReCa solutions for restaurants. Additional services include wine tastings at physical locations, a loyalty program (Klub VildMedVin) earning 5% points on purchases, and same-day delivery with price guarantee across online and physical stores.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Price guarantee ensures customers always get the lowest price on quality wines
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

One partnership is on record.

• HoReCa Sector (Restaurants and Wine Bars)coreChannel Partner/ Reseller/ DistributorVildMedVin supplies wines to restaurants and wine bars throughout Denmark as part of their B2B hospitality solution. The company positions this as 'landets vildeste HoReCa-løsning' (the country's best HoReCa solution), targeting restaurants seeking quality wines at fair prices.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Skjold Burne: Danish franchise chain of wine shops with nationwide physical presence plus online ordering. Closest direct comparator to VildMedVin given the shared franchise-plus-ecommerce omnichannel model serving Danish wine consumers.
• H.J. Hansen Vin: One of Denmark's largest wine wholesalers and retailers with both B2B supply to restaurants and consumer retail. Highly comparable as it competes head-to-head in both the B2B HoReCa and consumer wine retail channels that VildMedVin addresses.
• Kjær & Sommerfeldt: Established Danish fine-wine retailer and wholesaler with physical stores and online presence. Comparable as a Denmark-based wine retail competitor, though positioned more towards premium and curated assortment than VildMedVin's price-led strategy.
• Theis Vine: Danish chain of physical wine shops with online ordering. Directly comparable as a Denmark-based specialty wine retailer competing in the same consumer segment with both stores and e-commerce.
• Winefinder.dk: Pure-play Danish online wine retailer. Comparable as a domestic e-commerce wine specialist competing with VildMedVin's online channel on assortment, price, and delivery experience.
• D Wines: Danish wine importer and online retailer. Comparable as a Denmark-based wine retail competitor operating online, with overlap on direct sourcing and curated selection strategy.
• Decantor.dk: Danish online wine retailer focused on curated and discounted wine offerings. Comparable to VildMedVin's online channel on price-led positioning and Danish consumer targeting.

Broad incumbents

• Majestic Wine: Large UK omnichannel wine retailer with nationwide store network and online ordering. Comparable as a broader incumbent operating a hybrid physical-plus-online wine retail model in a developed European market, though at significantly larger scale and different geography.
• Naked Wines: Online-first wine retailer with subscription-style customer funding model. Comparable as a digital-native wine retailer that competes on price, curation, and direct-to-consumer relationships, although operating in the UK and other markets rather than Denmark.
• Berry Bros. & Rudd: Historic UK fine wine merchant with retail, B2B, and online operations. Comparable as a broader incumbent wine retailer with a curated, expert-led offering and B2B/hospitality supply that mirrors VildMedVin's HoReCa wine program ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Vildmedvin
• Instagraminstagram.com/vildmedvin

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Vildmedvin