EDITION DENMARK

What EDITION DENMARK does

EDITION DENMARK is a Seoul-based import, distribution, and retail company specializing in premium Danish lifestyle products, founded in 2023 by CEO Lee Ji-eun, a former designer inspired by the Danish concept of 'Hygge'. The company is the exclusive Korean importer and distributor of three established Danish brands: A.C. Perch's Thehandel (a royal-warrant Danish tea brand founded in 1835), Danish Beekeepers (specialty cream honey from Rømø Island), and Coffee Collective (a B Corp certified specialty coffee roastery, B Corp since 2019). In addition to these imported core products, Edition Denmark develops and sells an expanding own-brand line of tableware and accessories, including collaborations with Copenhagen-based Studio 0405 and Think of Things, and operates sub-brands Meet More (dining experiences) and MitBord (groceries including autumn honey granola).

The company's technology and commercial infrastructure is built on the I'm Web Korean e-commerce platform, which powers both the consumer DTC storefront at editiondenmark.com and the dedicated B2B 'Friends of Edition Denmark' partner portal. Integrations include Kakao OAuth for partner authentication, and Toss Pay and Naver Pay for checkout. The business operates three distribution channels: direct-to-consumer e-commerce, two company-owned retail showrooms in Seoul (Jongno headquarters and Noksapyeong), and a B2B wholesale program serving approximately 1,100 F&B and hospitality partner locations across Korea — up from roughly 130 at an earlier stage. Customer segments are split between individual Korean consumers interested in Danish lifestyle and 'Hygge' culture, and B2B buyers including cafes, restaurants, editing shops, hotels, offices, showrooms, and wellness centers.

The revenue model is transactional across all three channels: unit-priced DTC sales, wholesale partner transactions with tiered member pricing, and showroom sales. A three-tier consumer membership (New Member, Friends, Family) drives repeat purchasing via points and discounts, with the Family tier requiring KRW 300,000+ in 12-month purchases. Pricing ranges from KRW 4,200 for accessories to KRW 248,000 for premium gift sets. Edition Denmark is privately held with no disclosed external funding, operates exclusively in South Korea, and is led by a team that has grown from a two-person founding group to over 10 members.

Name

EDITION DENMARK

Legal name

주식회사 에디션덴마크

Website

https://editiondenmark.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

EDITION DENMARK is a Seoul-based exclusive Korean importer and retailer of premium Danish lifestyle products — A.C. Perch's tea, Danish Beekeepers honey, and Coffee Collective coffee — selling through DTC e-commerce, two Seoul showrooms, and a B2B wholesale program serving approximately 1,100 Korean F&B and hospitality partners.

Ownership category

akta.pro rank

Product category

Specialty Imported Food and Beverage Retail

NAICS

Specialty Food Retailers (4452), Other Specialty Food Retailers (44529)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Bulk Beverage & Coffee/Tea Supply Stores (Retail + Wholesale) (CRAHAMAH)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), International Specialty Ingredients & Import Markets (CRAHAFAL), International & Ethnic Packaged Foods (CRADAAAG)

Keywords

• Danish specialty imports
• Premium tea retail
• Specialty coffee wholesale
• B2B partner program
• Korean lifestyle ecommerce

Headquarters

HQ city

Mapo

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Consumer direct-to-consumer sales through editiondenmark.com website, selling imported Danish products including tea, coffee, honey, tableware, and lifestyle products
2. Wholesale B2B Sales: B2B wholesale to partner businesses including cafes, restaurants, editing shops, and hospitality venues through the Friends of Edition Denmark program
3. Retail Showroom Sales: Physical retail sales through company-owned showrooms in Seoul (Jongno Showroom and Noksapyeong location)

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

EDITION DENMARK is the exclusive Korean importer and retailer of premium Danish lifestyle products, centered on three flagship Danish brands: A.C. Perch's Thehandel (190+ year-old royal Danish tea), Danish Beekeepers specialty honey from Rømø Island, and Coffee Collective specialty coffee (B Corp-certified). The company distributes these products alongside its own branded tableware, drinkware, and collaboration products through direct-to-consumer e-commerce, Seoul showrooms, and a B2B wholesale partner network ('Friends of Edition Denmark') serving approximately 1,100 F&B and hospitality businesses across Korea.

Product overview

Edition Denmark operates as an import and retail company specializing in Danish lifestyle products, offering a curated portfolio centered on three core Danish brands: A.C. Perch's Thehandel (premium royal Danish tea with 190+ years of history), Danish Beekeepers (specialty honey from Rømø Island), and Coffee Collective (specialty coffee from Copenhagen). The company also sells proprietary branded tableware and drinkware products, and maintains a B2B wholesale program called 'Friends of Edition Denmark' serving approximately 1,100 partner locations including cafes, restaurants, offices, and showrooms. Products are sold through e-commerce, physical showrooms in Seoul, and retail partner locations.

Differentiator

Problem solved

Functional benefit

Brands

• Meet More: A dining brand operated by Edition Denmark offering Danish-inspired cuisine and experiences
• MITBORD SEOUL
• Friends of Edition Denmark

Products and services

• A.C. Perch's Thehandel Tea (Premium Danish Royal Tea) Imported A.C. Perch's Thehandel premium teas (Cool Herbal, Rooibos Vanilla, White Temple, Sea Breeze, Just Fruit, Earl Grey, Green Palace, Pink Garden, Perch's Chamomile, etc.) offered in both tea bag and loose leaf formats. Sold as a curated Danish royal tea line for Korean consumers and as wholesale ingredients for cafes and restaurants.
• Danish Beekeepers Specialty Honey Imported Danish Beekeepers seasonal honeys (spring, summer, autumn) sourced from flowers in the Wadden Sea UNESCO heritage area on Rømø Island, produced with the brand's signature handcrafted cream texture made using beechwood stirring sticks. Edition Denmark is the sole importer in Korea.
• Coffee Collective Specialty Coffee Imported Coffee Collective specialty coffee beans (including the Edition Denmark Blend, Solo Mo, Evening Brew Decaf, and seasonal single origins) roasted light to preserve bean characteristics, with direct-trade transparency from seed to cup. Coffee Collective is the only B Corp-certified roastery in Northern Europe (certified 2019), and Edition Denmark is its exclusive Korean importer and distributor.
• Edition Denmark Branded Tableware and Drinkware Edition Denmark's proprietary branded items including tea pots, a one-touch glass brewer, glassware, tumblers, coasters, tea bag holders, mugs, saucers, and shopping bags, including the Signature Tea Pot & One-Touch Glass Brewer, the Pink Garden Mini Tin Set, and the Studio 0405 and Think of Things collaboration pieces (mugs, saucers, tea jars, cross notes, sharpeners, etc.).
• Mitbord (MitBord) Autumn Honey Granola Granola made with Danish autumn honey from Rømø Island, produced by the Mitbord Studio sub-brand of Edition Denmark and positioned as foods for the table. Ships separately from other products on a monthly first-and-third-Friday pre-order schedule.
• Friends of Edition Denmark B2B Wholesale Partner Program B2B wholesale program that lets Korean cafes, restaurants, offices, hotels, showrooms, and wellness spaces purchase bulk tea, coffee, and honey at discounted partner prices through a dedicated partner portal. Includes a 20,000 KRW welcome coupon for new partners, sample products, tea-tasting sessions, operational manuals, and display guidance. Approximately 1,100 partner locations across Korea as of 2025.
• Meet More Dining Brand Dining brand operated by Edition Denmark offering Danish-inspired cuisine and experiences. Launched in 2024 in collaboration with A.C. Perch's Thehandel and Coffee Collective as a hospitality extension of the company's Danish lifestyle business.
• Edition Denmark Signature Tea Pot & One-Touch Glass Brewer Edition Denmark's own-brand Signature Tea Pot paired with a One-Touch Glass Brewer, designed so all parts can be fully separated for easy cleaning. Targeted at retail consumers in Korea.
• Edition Denmark Pink Garden Mini Tin Set Limited Pink Garden Special Set pairing an Edition Denmark tea pot with a pink-design Pink Garden mini tin, sold as a curated gift/edition item.
• Edition Denmark STUDIO 0405 Mug & Saucer Collaboration mug and saucer set designed with Copenhagen-based Studio 0405; the saucer functions as a base/lid and can also be used for serving light snacks. Sold as an own-brand tableware item through Edition Denmark's channels.

Quantifiable outcome

• Partner network of 1,100+ F&B and hospitality businesses in Korea

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Coffee Collective (커피콜렉티브)coreStrategic or Co-development Partner · 1 January 2019Danish specialty coffee roastery and only B Corp certified roastery in Northern Europe (certified 2019). Pursues responsible sourcing and transparency in supply chain from seed to cup. Edition Denmark is the exclusive importer and distributor in Korea.
• A.C. Perch's Thehandel (A.C. 퍼치스 티핸들)coreStrategic or Co-development PartnerDanish royal tea brand founded in 1835 with 190+ years of tradition. Edition Denmark is the exclusive importer and distributor in Korea. The brand is one of Europe's oldest tea shops and holds official royal warrant status in Denmark.
• Danish Beekeepers (대니시비키퍼스)coreStrategic or Co-development PartnerDanish specialty honey producer from Rømø island. Produces seasonal honeys (spring, summer, autumn) from the Wadden Sea UNESCO heritage area. Known for handcrafted cream texture using beechwood stirring sticks. Edition Denmark is the sole importer in Korea.
• Studio 0405minorStrategic or Co-development PartnerCopenhagen-based design studio collaborating with Edition Denmark on tableware products including the Studio 0405 mug & saucer collection.
• Think of ThingsminorStrategic or Co-development PartnerBrand collaboration with Think of Things producing tea jars, cross notes, and sharpeners under the Think of Things x Edition Denmark line.
• I'm WebcoreTechnology or IntegrationKorean e-commerce platform provider powering Edition Denmark's direct-to-consumer website and partner B2B portal. Enables direct customer communication and e-commerce operations.
• MitBord SeoulminorChannel Partner/ Reseller/ DistributorCollaborative retail space in Seongsu, Seoul operated with MitBord. Edition Denmark products are available at this location.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Osulloc: Korea's leading premium tea brand (green tea, blended teas) operating company-owned retail stores, online DTC, and wholesale supply to cafes and hotels. Highly comparable multi-channel premium tea distribution model in the Korean market — the most direct domestic competitor for the tea segment of Edition Denmark's portfolio.
• T2 Tea: Australian specialty tea retailer with own stores, e-commerce DTC, and curated signature blends — essentially the same playbook Edition Denmark runs for A.C. Perch's tea, at significantly larger scale. Closest international comparable on retail-channel and product-narrative strategy.
• DAVIDsTEA: North American specialty tea retailer offering curated loose-leaf and tea bag SKUs through DTC e-commerce and retail stores. Comparable GTM (curated specialty tea + retail + DTC) and product mix to Edition Denmark's A.C. Perch's assortment.
• Harney & Sons: Family-owned U.S. premium tea brand offering curated, heritage-positioned teas through DTC, wholesale to hospitality (hotels, restaurants), and limited retail — a near-direct analog to the A.C. Perch's franchise Edition Denmark runs in Korea.

Broad incumbents

• Dongsuh Foods: Major Korean coffee and packaged food manufacturer/brand with broad retail distribution of coffee mixes and tea. Largest domestic incumbent in the Korean specialty coffee/tea retail channel; competes with Edition Denmark's Coffee Collective and A.C. Perch's distribution for shelf and B2B mind-share.
• Blue Bottle Coffee: Premium specialty coffee brand with strong lifestyle aesthetic, cafe retail network, and DTC e-commerce. Comparable to Edition Denmark on premium positioning, direct-trade sourcing narrative, and lifestyle-driven brand experience — though at much larger global scale.
• Coffee Bean & Tea Leaf: International premium coffee and tea cafe/retailer with strong lifestyle branding and own retail plus DTC channels. Comparable to Edition Denmark in combining premium tea/coffee curation with consumer-lifestyle positioning at global scale.

Regional players

• A Twosome Place: Major Korean specialty coffee and dessert cafe chain with B2B supply infrastructure and wide consumer reach. Most relevant Korean operator-level peer for understanding the B2B partnership economics that Edition Denmark's wholesale program depends on.
• Hollys Coffee: Large Korean specialty coffee chain and B2B operator. Indirect peer — useful benchmark for the scale, partner economics, and operational complexity Edition Denmark must manage as its 1,100-partner network matures.

Emerging players

• Jiyugaoka Korean Tea (Korean Tea Museum/Retailers): Korean specialty tea retailers combining curated tea offerings with lifestyle/content-driven retail experiences, mirrored after European tea culture. Comparable to Edition Denmark's 'hygge'-led lifestyle retail experience and gift-set merchandising strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/editiondenmark

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 EDITION DENMARK