Aubo

What Aubo does

AUBO, headquartered in Aulum, Denmark, designs and manufactures custom kitchens, bathrooms, wardrobes, and utility-room solutions for the Danish and Norwegian residential and B2B construction markets. Founded in 1985 as a family-owned producer, the company has delivered more than 35,000 kitchens over its operating history and built a brand identity around 'vestjysk ordentlighed' (West Jutland reliability). Its core product line spans kitchen, bath, and storage interiors with custom finishes including the AUBO Scala color-customization range, supported by in-house CNC production in Aulum and BREEAM-NOR sustainability certification that supports institutional bidding in Norway.

The company sells primarily through a network of 20+ independent dealers across Denmark and Norway, using an asset-light go-to-market model anchored by a 'Plan A' custom-design consultation process and 3D/VR visualization tools in the showroom. Revenue mechanics combine premium-tier retail unit sales to homeowners with project-based B2B contracts to construction firms and developers (project references include Olav de Linde and AF Gruppen). The dealer channel is supplemented by brand-partnership positioning, exemplified by Quooker Selected Dealer relationships, and the company maintains an employee base of 51–100 staff supported by workforce-integration programs with Herning Kommune covering apprenticeships, flexible jobs, and diversity hiring.

AUBO's go-to-market combines high-touch local dealer showrooms with custom manufacturing, positioning in the premium tier of the Nordic kitchen market. Distribution-led scale, custom-configured production, and a 35-year track record are the principal operating assets. A data inconsistency exists in the source material: one dataset describes AUBO as privately held with no parent, while another attributes DKK 1,279.2 million of 2025 revenue to 'TCM Group A/S (AUBO's parent company)'; the parent relationship is therefore unresolved in the available evidence.

Name

Aubo

Legal name

AUBO Production A/S

Website

https://aubo.dk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

AUBO is a family-owned Danish manufacturer of custom kitchens, bathrooms, wardrobes, and utility-room solutions, selling through 20+ independent dealers in Denmark and Norway and serving both retail homeowners and B2B construction firms since 1985.

Ownership category

akta.pro rank

Headquarters

HQ city

Aulum

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, Technology or R&D, Infrastructure

Revenue model

1. Custom Kitchen, Bathroom and Storage Sales: AUBO generates revenue through the sale of bespoke, manufactured-to-order kitchens, bathrooms, wardrobes (garderobe), and utility rooms (bryggers). Products are sold through independent dealers who retail AUBO products to end consumers. Pricing is quote-based and determined by the complexity and customization level of each order.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

AUBO designs and manufactures custom-built kitchens, bathrooms, wardrobes (garderobe), and utility rooms (bryggers) at its production facility in Aulum, Denmark. Products are manufactured to order using modular building blocks configurable across designs, colors, and materials, then sold through a network of more than 20 independent dealers across Denmark and Norway. The company provides design consultation with 3D and VR visualization, delivery, and installation services.

Product overview

AUBO is a Danish kitchen, bathroom, and room solutions company offering custom-designed furniture and accessories. The core product portfolio consists of AUBO Kitchens (custom cabinets in various styles and colors, including the AUBO Scala color customization option), AUBO Bathrooms, AUBO Wardrobes, and AUBO Utility Rooms. These are complemented by accessory products including countertops (in materials such as laminate, natural stone, ceramic, Corian, and solid wood), kitchen sinks, faucets including Quooker boiling water taps, and white goods from partner brands (AEG, Miele, EICO, BORA, ASKO, Falmec, Vestfrost). AUBO provides a comprehensive service offering including professional kitchen consultancy with 3D and virtual reality design tools, financing options, and complete delivery and installation services. The company operates through independent dealer stores across Denmark and Norway.

Differentiator

Problem solved

Functional benefit

Brands

• AUBO Scala: A color customization line for kitchens allowing customers to paint kitchen elements in specific colors.

Products and services

• AUBO Kitchens Custom-designed kitchen cabinets and solutions tailored to individual customer needs, available in various styles, colors, and materials. Manufactured to order at AUBO's Aulum facility using CNC machines and computer-controlled production. Sold through independent dealers across Denmark and Norway.
• AUBO Scala (Custom Color Range) A color customization option allowing customers to have their kitchen elements painted in any specific color nuance, offering extensive color customization beyond standard offerings.
• AUBO Bathrooms Custom bathroom solutions designed to reflect individual style, personality, and functional requirements. Sold through AUBO's dealer network.
• AUBO Wardrobes (Garderobe) Custom-fit wardrobes including sliding door wardrobes, tailored to individual measurements including sloped ceilings. Sold through AUBO dealers.
• AUBO Utility Rooms (Bryggers) Multi-functional utility room solutions combining workspace, laundry, storage, and entry functionality. Sold through AUBO dealers.
• Countertops and Worktops Various countertop materials including laminate, compact laminate, Corian, solid wood, natural stone, ceramic, Dekton, composite stone, linoleum, steel, and FiberCore.
• Kitchen Appliances (White Goods) White goods including refrigerators, freezers, dishwashers, ovens, cooktops, and range hoods from partner brands such as AEG, Miele, BORA, EICO, ASKO, Falmec, and Vestfrost.
• Kitchen Sinks Kitchen sinks in various materials including porcelain, composite, steel, and Core/Corian options, sourced from partners including Blanco and DFI-Geisler.
• Quooker Boiling Water Taps Boiling water taps providing instant boiling water, available in various models including Fusion, Flex, and Cube for sparkling water.
• Drawer and Cabinet Organization Internal drawer organizers, cutlery inserts, spice inserts, shelf dividers, and corner carousel solutions.
• Kitchen Consultancy Services (Plan A) Professional kitchen design consultation including 3D drawings, virtual reality presentations, and kitchen design software for customization. Provided through AUBO dealers.
• Delivery and Installation Services Complete delivery and professional mounting services including AUBO's own kitchen installers, and optional white glove delivery.

Quantifiable outcome

• AUBO rates higher than any other kitchen company on Trustpilot, with customers more likely to recommend the brand and return for additional purchases.
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• AEGcoreTechnology or IntegrationAEG is a key white goods supplier for AUBO kitchens, providing a focus range of appliances (ovens, refrigerators, etc.) that AUBO retails as part of its kitchen solutions. AUBO publishes dedicated AEG product catalogs.
• MielecoreTechnology or IntegrationMiele is a premium white goods partner for AUBO, supplying high-end kitchen appliances as part of AUBO's curated appliance offerings.
• Horn BordpladercoreTechnology or IntegrationHorn Bordplader supplies AUBO's countertop (bordplade) solutions, including various materials such as stone, ceramic, composite, granite, and wood countertops. Horn provides mounting video guides for AUBO customers.
• DFI-GeislercoreTechnology or IntegrationDFI-Geisler supplies AUBO's countertop and sink solutions, including a wide range of worktop materials and kitchen sinks for AUBO's product catalog.
• BlancocoreTechnology or IntegrationBlanco supplies kitchen sinks to AUBO, complementing the countertop and sink offerings available through AUBO's dealer network.
• QuookercoreTechnology or IntegrationAUBO is a 'Selected Dealer' of Quooker boiling water taps. Quooker products are prominently featured in AUBO's kitchen solutions and marketing materials, including models like Fusion, Flex, and Cube.
• Byggeselskabet Olav de LindeminorStrategic or Co-development PartnerAUBO has supplied kitchen, bath, and utility room solutions for construction projects by Byggeselskabet Olav de Linde in Aarhus and Odense, demonstrating its B2B project capabilities.
• AF GruppenminorStrategic or Co-development PartnerAUBO achieved Norwegian market success by supplying kitchens for AF Gruppen's Kværnerbyen residential development in Oslo, Norway.
• BLUMcoreTechnology or IntegrationBLUM supplies hardware components for AUBO kitchens, including lift systems (AVENTOS HK, HL, HF, HKS), CLIP TOP hinges, BLUMOTION soft-close mechanisms, SERVO-DRIVE automation, and TANDEM drawer systems. AUBO provides detailed BLUM mounting and adjustment guides.
• Herning Kommune (Municipality)minorOthersHerning Kommune partners with AUBO on workforce integration, placing refugees and immigrants in jobs at AUBO's Aulum facility as part of the municipality's integration efforts. AUBO has been recognized by the municipality for its social commitment.
• BORAcoreTechnology or IntegrationBORA supplies cooktops with integrated extractor hoods (bordemfang) for AUBO kitchens, featured in AUBO's white goods offerings.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HTH: HTH is one of Denmark's largest kitchen retailers and manufacturers, operating a multi-brand dealer network with kitchen, bath and wardrobe solutions. Highly comparable to AUBO in product scope, dealer-led distribution model, and Nordic market focus.
• Kvik: Kvik is a Danish-origin kitchen brand with a franchised showroom model across multiple European markets. Directly comparable to AUBO in modular/custom kitchen positioning, dealership-led GTM, and emphasis on quick-delivery premium kitchen solutions.
• Invita: Invita is one of Norway's leading kitchen manufacturers with a national dealer network offering custom-designed kitchens and accessories. Directly comparable to AUBO's Norwegian operations in product, customization model, and channel structure.
• Marbodal: Marbodal is a major Swedish kitchen manufacturer owned by IKEA/Ingka, offering customized kitchens through a Nordic dealer network. Comparable to AUBO in product offering, custom manufacturing, and dealer-led go-to-market across Scandinavia.
• Ballingslöv: Ballingslöv is a Swedish manufacturer of kitchens, bathrooms, and storage solutions distributed through Scandinavian dealers. Directly comparable to AUBO in multi-room custom furniture manufacturing and dealer-led retail model.
• JKE Design: JKE Design is a Danish manufacturer of custom kitchens, wardrobes, and interior solutions sold through its own and partner showrooms. Comparable to AUBO in Danish custom kitchen manufacturing, design-led positioning, and direct-to-dealer distribution.
• Svane Køkkenet: Svane Køkkenet is a Danish kitchen brand operating under the same broader kitchen group as AUBO and offering comparable custom kitchen solutions via dealer showrooms. Highly comparable to AUBO in product, positioning, and channel.
• Multiform: Multiform is a Danish manufacturer of modular kitchens and storage sold through Scandinavian dealers, also part of the same broader kitchen group as AUBO. Comparable in product format, customization model, and dealer-led distribution.

Broad incumbents

• IKEA (Inter IKEA / Ingka): IKEA is the dominant mass-market home furnishings retailer globally with significant kitchen and bathroom offerings including the SEKTION modular kitchen system. It competes with AUBO at the lower price tier and exerts category-wide pricing pressure but does not specialize in the premium-custom niche.
• Nobia (Norema / Marbodal / HTH): Nobia is a publicly listed European kitchen manufacturer owning multiple Nordic brands including HTH, Marbodal and Norema. It is a broader incumbent comparable to AUBO via its portfolio of custom kitchen brands and dealer-led Scandinavian distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/aubodk
• Facebookfacebook.com/aubodk
• LinkedInlinkedin.com/company/aubo-production-a-s
• Instagraminstagram.com/aubo_danmark
• Pinterestpinterest.dk/aubo_danmark

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Aubo