Bilka

What Bilka does

Bilka is the flagship hypermarket (varehus) banner of Salling Group A/S, Denmark's largest retailer, headquartered in Brabrand, Denmark. Bilka operates a multi-location physical hypermarket chain across Denmark alongside an e-commerce storefront at Bilka.dk that lists more than 51,000 non-grocery SKUs spanning electronics, furniture, toys, bicycles, garden equipment, building materials, clothing, beauty, wine and spirits, and home goods. The company serves general Danish consumers and event/party organizers with a one-stop-shop proposition, reinforced by an unlimited return policy and a freshness guarantee on food items.

The technology stack centers on an omnichannel retail platform integrating physical retail, e-commerce (Bilka.dk), and online grocery delivery (BilkaToGo, with 35,000+ daily grocery items and home delivery or in-store pickup). The Bilka Plus mobile loyalty app — linked to a customer's payment card — functions as the digital membership and engagement layer, automatically applying member pricing, storing digital receipts, processing freshness claims via photo submission, and delivering personalized monthly coupons. Bilka Trend is an editorial-style seasonal content initiative (e.g., a Summer 2026 Nordic and French Riviera-inspired collection), and Bilka Mad ud af huset is a catering extension for events such as student celebrations.

The business model is predominantly transactional retail revenue from in-store and online sales, supplemented by an indirect recurring revenue contribution from the free Bilka Plus loyalty program, which drives purchase frequency and basket size through personalized coupons and exclusive member pricing. GTM is direct-to-consumer across both physical and digital channels, with no disclosed B2B or enterprise customer segment. Bilka operates exclusively in Denmark, with no global footprint claimed; operations are deeply integrated with Salling Group's broader retail portfolio (føtex, Netto, BR, Salling, Carls Jr., Starbucks) for shared supply chain, technology, and corporate infrastructure. No specific quantitative revenue, headcount, M&A, funding, or AI/ML capability disclosures are present in the source data.

Name

Bilka

Legal name

Salling Group A/S

Website

https://bilka.dk

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Bilka is Denmark's largest hypermarket chain, a banner of Salling Group A/S, offering 51,000+ products across electronics, furniture, groceries, and household categories via physical stores, Bilka.dk e-commerce, and BilkaToGo online grocery. It serves general Danish consumers and event organizers through an omnichannel model anchored by the free Bilka Plus loyalty app.

Ownership category

akta.pro rank

Product category

Hypermarket Retail

NAICS

General Merchandise Retailers (455), Grocery and Convenience Retailers (4451)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Bicycle Retail (New Bikes) (CRAMAHAA)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)

Keywords

• Hypermarket retail
• Online grocery delivery
• Loyalty program
• Omnichannel retail
• Home furnishings

Headquarters

HQ city

Brabrand

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Retail Sales: Revenue generated from in-store sales of general merchandise across all product categories including electronics, furniture, toys, bicycles, garden equipment, building materials, clothing, beauty, wine & spirits, and groceries.
2. E-commerce Online Sales: Revenue from Bilka.dk online sales across non-grocery categories and BilkaToGo online grocery orders, with delivery or click-and-collect fulfillment.
3. Loyalty Program (Bilka Plus): Bilka Plus is a free loyalty program that drives customer acquisition and retention. It generates revenue indirectly by increasing purchase frequency and basket size through personalized coupons and member-exclusive pricing. No direct membership fee is charged.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Bilka operates Denmark's largest hypermarket chain, offering one-stop shopping across more than 51,000 products in categories including electronics, furniture, toys, bicycles, garden equipment, building materials, clothing, beauty, wine & spirits, and groceries. Customers can shop in physical Bilka hypermarket stores or online via Bilka.dk, with online grocery ordering fulfilled through BilkaToGo for home delivery or in-store pickup, all supported by the free Bilka Plus loyalty program.

Product overview

Bilka operates as a Danish hypermarket (varehus) under Salling Group, offering a broad omnichannel retail portfolio. Its core offering spans physical hypermarket stores and the bilka.dk e-commerce platform (which covers more than 51,000 products), alongside dedicated digital services including BilkaToGo (online grocery ordering with delivery or collection), the Bilka Plus loyalty programme, and Bilka Mad ud af huset (catering). The product range is organised into major categories: Electronics (TV, audio, computers, gaming consoles, smartphones, tablets, Smart Home, headphones, vacuum cleaners), Home & Garden (furniture, bedding, mattresses, curtains, home décor, garden furniture, grills, pools, garden machinery including robot lawn mowers), Toys & Outdoor Play (trampolines, playhouses, pools, scooters, go-karts, sandbox toys, bicycles for children), Bicycles (women’s, men’s, children’s, electric), Clothing & Shoes (baby, children’s, women’s, men’s, sportswear), Beauty & Health, Wine & Spirits, Building Materials/DIY, Groceries (via BilkaToGo), and Living/Bolig (furniture, storage, lighting, bathroom textiles). The Bilka Plus loyalty programme ties together personalised pricing and promotions across stores and online.

Differentiator

Problem solved

Functional benefit

Products and services

• BilkaToGo Online grocery ordering and home delivery service where Bilka staff pick and pack items for customers; orders can also be collected in-store. Offers more than 35,000 daily grocery items.
• Bilka Mad ud af huset Catering service offering pre-prepared menus (e.g., student celebration menus) that customers can order alongside their regular Bilka shopping for events and gatherings.
• Bilka Plus Free customer loyalty programme offering exclusive member prices on designated products, personalised monthly coupons, digital receipts, freshness guarantee claims via photo submission through the app, and a digital shopping list. Membership is activated by linking a payment card through the Bilka Plus mobile app.
• Bilka Hypermarket retail stores Physical hypermarket (varehus) locations across Denmark offering the full assortment in-store across electronics, furniture, toys, bicycles, garden equipment, building materials, clothing, beauty, wine & spirits, and groceries, with unlimited return policy and in-store services such as MitID age verification for restricted items.
• Bilka.dk e-commerce store Online storefront at Bilka.dk listing more than 51,000 non-grocery products across all major categories, with detailed product pages, buying guides, seasonal promotions, and order tracking for home delivery.

Quantifiable outcome

• 51,000+ products available online
• +1 more outcomes

Segments2 records

Ideal customer profiles2 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.

• Salling GroupcoreStrategic or Co-development PartnerBilka is owned and operated by Salling Group A/S, Denmark's largest retailer. Salling Group provides the overarching retail infrastructure, supply chain, technology platforms (Salling Group Profile), and corporate governance. Bilka operates as the hypermarket banner within the Salling Group portfolio alongside føtex, Netto, BR, Salling, Carls Jr., and Starbucks.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Harald Nyborg: Danish DIY and building materials discount chain. Directly competes with Bilka's Byggemarked category on tools, building materials, and home improvement.
• Elgiganten: Nordic consumer electronics specialist. Directly comparable to Bilka's electronics category (TV, audio, computers, gaming, smartphones) and competes for the same Danish electronics buyer.
• JYSK: Nordic home goods and bedding retailer with broad assortment at value prices. Directly comparable to Bilka's home, garden, and DIY categories and competes for similar Danish value-oriented household shoppers.
• H&M: Global fast-fashion retailer with significant Danish footprint. Comparable as a competitor for Bilka's Tøj & Sko category and competes for the same Danish value-oriented apparel shopper.
• Power: Major Nordic electronics and home appliances retailer. Directly comparable to Bilka's electronics and home appliance categories and competes for the same Danish shopper across physical and online channels.
• Magasin du Nord: Denmark's leading department store chain, directly comparable to Bilka as a Danish omnichannel retailer offering broad assortments across fashion, beauty, home, and electronics with both physical flagships and an online store.
• IKEA: Global home furnishings and furniture retailer with major Danish presence. Directly competes with Bilka on furniture, mattresses, storage, garden furniture, and small home categories.
• Coop Denmark: One of Denmark's largest retail groups, operating supermarket, discount, and DIY formats. Comparable to Bilka as a broad-line Danish retailer competing for share of wallet across groceries and general merchandise.

Broad incumbents

• Netto: Salling Group's discount grocery banner. Comparable as a Salling Group-operated Danish retail format, useful for benchmarking discount execution and grocery supply-chain leverage.
• Føtex: Salling Group's supermarket banner and Bilka's sister brand. Operates a similar omnichannel model in Denmark, providing a direct internal benchmark for retail execution and loyalty program design.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bilkadk
• Facebookfacebook.com/bilkadk

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 Bilka