NAGA

What NAGA does

NAGA A/S is a privately held Danish home-goods company founded in 1977 and headquartered in Horsens, Denmark, that designs and sells wall-mounted boards and related accessories under the NAGA brand. Its core product is magnetic glass boards (Magnettavler) using super-strong neodymium magnets that attach through tempered glass to a metal backing layer, allowing each board to function simultaneously as a writable dry-erase surface and a magnetic notice board. The product range extends to traditional cork and hessian notice boards, whiteboards, weekly/monthly planning boards, metal boards, and a wide set of home-decor and organizational accessories (splash backs, mirrors, key cabinets, bathroom hooks, kitchen organizers), all backed by a lifetime warranty on glass surfaces.

The company operates a direct-to-consumer e-commerce storefront at naga.dk available in Danish, Swedish, English, and German, with free shipping above DKK 749 and 1–3 day delivery from its Horsens warehouse. A separate B2B division, NAGA Business, serves enterprises, offices, hotels, schools, and institutions with larger-format whiteboards, mobile boards, flipover systems, and a custom Board Designer (Tavledesigner) tool for made-to-measure glass boards. NAGA also distributes third-party brands — notably Rocada (Spain) for whiteboards and flipcharts, MAUL (Germany) for office supplies, Bigso (Sweden) for recycled-fiberboard desk accessories, and Bantex/Hamelin (Denmark) for ecolabel-certified flipover pads — and runs its own ByAnneK sub-brand for office and packaging supplies.

Revenue is generated almost entirely through one-time unit sales across B2C e-commerce and B2B dealer accounts, priced in DKK from roughly 30 DKK for small accessories to over 1,300 DKK for premium glass planning boards, with custom splashbacks quoted on request. The company has 1–10 employees, no disclosed funding rounds, and no parent company.

Name

NAGA

Legal name

NAGA A/S

Website

https://naga.dk

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1–10 employees

Short description

NAGA A/S is a Danish company founded in 1977 that designs and sells magnetic glass boards, whiteboards, planning boards, and home-decor accessories to consumers and businesses across Europe, primarily through its naga.dk e-commerce storefront and the NAGA Business B2B dealer program from Horsens, Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct E-commerce Sales (B2C): NAGA sells products directly to consumers through its e-commerce platform naga.dk. Products include magnetic glass boards, whiteboards, planners, accessories, and home decor items. Pricing is per-unit with standard shipping.
2. NAGA Business (B2B/Enterprise): NAGA sells to business customers through its NAGA Business division, offering larger-format boards, custom-designed glass boards via Tavledesigner, and volume pricing through dealer accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

NAGA designs, develops, and sells Danish-designed magnetic glass boards, whiteboards, planning boards, and a wide range of home decor and office accessories through its own e-commerce platform. The company also operates NAGA Business, a B2B division offering large-format boards, custom-designed glass boards via the Tavledesigner tool, and dealer pricing for offices, hotels, schools, and institutions.

Product overview

NAGA is a Danish company founded in 1977, specializing in wall-mounted boards and accessories for both home and business use. The core product portfolio centers on magnetic glass boards, whiteboards, and planning boards, complemented by a wide range of home décor and organizational products. NAGA Business serves the B2B segment with large-format whiteboards, mobile boards, flipover boards, and office products. The company also distributes the Rocada (Spanish) and MAUL (German) brands. Key product lines include: magnetic glass boards in various shapes and colors with lifetime glass warranty; traditional and magnetic whiteboards; weekly and monthly planning boards; key cabinets, mirrors, and splash backs with magnetic functionality; and a comprehensive range of accessories including markers, erasers, neodymium magnets, and cleaning products. NAGA also offers custom glass board design through its B2B Board Designer tool. The company sells directly to consumers and businesses through its Danish website, with products shipped from Horsens, Denmark.

Differentiator

Problem solved

Functional benefit

Brands

• ByAnneK: NAGA's own brand for office products, packaging and shipping materials, and office supplies. The brand was created and curated by Anne-Kari, a product developer at NAGA.

Products and services

• Magnetic Glass Boards (Magnettavler / Glastavler) Magnetic glass boards that combine a writable dry-erase surface with magnetic functionality enabled by super-strong neodymium magnets reaching through the glass to a metal backing layer. Sold to consumers and businesses for home, office, and meeting room use.
• Whiteboard Boards (Whiteboard tavler)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Rocada S.L.coreChannel Partner/ Reseller/ DistributorRocada is a leading Spanish manufacturer of visual communication products (whiteboards, flipcharts) founded in Barcelona in 1976. NAGA is a distributor and reseller of Rocada products in Denmark/Northern Europe. Rocada produces at two factories north of Barcelona with ISO 9001 and ISO 14001 certifications. NAGA stocks Rocada products, including the Natural and SkinWhiteBoard series, for delivery from NAGA's warehouse in Horsens.
• Bigso ABminorChannel Partner/ Reseller/ DistributorBigso AB is a Swedish company based in Nybro, Sweden, producing storage and organization products from recycled fiberboard covered with laminated canvas. NAGA resells Bigso monitor stands and desk accessories through its platform.
• Bantex / Hamelin A/SminorChannel Partner/ Reseller/ DistributorBantex (by Hamelin A/S, based in Farum, Denmark) produces flipover paper and presentation supplies. NAGA resells Bantex flipoverblokke (flipover pads) certified with Swan Label and EU Ecolabel.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bi-Office: Manufacturer and distributor of whiteboards, notice boards, planning boards, and visual communication products across Europe. Competes with NAGA across the same board categories and customer segments (offices, schools, home).
• Legamaster: European manufacturer of whiteboards, glass writing boards, flipcharts, and visual communication products for office and education. Direct overlap with NAGA's core magnetic glass board, whiteboard, and planning board categories, particularly in European B2B channels.
• Magnetoplan: German specialist in visual communication products including magnetic boards, glass boards, and planning systems. Direct peer in the premium magnetic/glass whiteboard segment that NAGA anchors.

Broad incumbents

• Quartet: Established North American brand (owned by ACCO Brands) offering whiteboards, bulletin boards, and visual communication products. Comparable product portfolio to NAGA but with much broader scale and U.S. distribution focus.
• Lyreco: Large European office products distributor serving B2B customers across multiple countries. Competes with NAGA Business for enterprise office supply contracts, though at much larger scale and across a broader category mix.
• Muji: Global minimalist home goods and office organization retailer with comparable design-led positioning. Overlaps with NAGA on home organization, storage, and minimal-design home decor categories.

Regional players

• Søstrene Grene: Danish home goods and lifestyle retail chain with stores across Northern Europe. Comparable in Danish-design heritage and home organization product categories, though broader in assortment and physical-store-led.
• Flying Tiger Copenhagen: Danish-designed affordable retail chain selling home, office, and lifestyle products across Europe. Comparable Danish design DNA and Scandinavian retail footprint, though lower price point and wider assortment.

Others

• MAUL (Jakob Maul GmbH): German office products manufacturer (founded 1912) that is both a NAGA distribution partner and a comparable peer in office accessories (lamps, scales, calculators, magnetic tape). Overlaps with NAGA Business on the office supplies assortment.
• Rocada: Spanish manufacturer of whiteboards and flipcharts that distributes through NAGA in Northern Europe. Operates in the same visual communication category as NAGA with ISO 9001/14001-certified production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nagadenmark
• LinkedInlinkedin.com/company/348351
• Instagraminstagram.com/nagadenmark
• Pinterestpinterest.dk/Nagadanmark/_created

Compliance5 records

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 NAGA