Humac
Humac A/S is Denmark's largest independent Apple Premium Partner, selling and servicing Apple hardware, accessories, and related insurance and financing through 15 retail stores across 12 cities and a national e-commerce site, serving Danish consumers, businesses, and the education sector.
- Company typePrivate
- Founded1989
- HeadquartersPhoenix, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Humac does
Humac A/S is a Danish Apple Premium Partner founded in 1989 (originally as the "Apple University Center") and headquartered at Vesterbrogade 12, Copenhagen. It operates 15 physical retail stores across 12 Danish cities (three in Copenhagen, plus Aalborg, Aarhus x2, Esbjerg, Frederiksberg, Hillerød, Lyngby, Odense, Rødovre, Roskilde, Vejle and Waves) and a national e-commerce site at humac.dk. The company is the only brand in Denmark certified by Apple for authorised warranty service, with Apple-authorised repair workshops co-located in every store. Since 12 December 2024, Humac has been a wholly-owned subsidiary of C&C S.p.A. (Italy), Europe's largest Apple Premium Partner group, which operates 100+ to 122 stores across Italy, France, Sweden, Denmark, Finland, Estonia, Latvia and Lithuania with 1,300+ employees.
Humac's core product offering is Apple hardware (Mac, iPhone, iPad, Apple Watch, AirPods, Apple TV, HomePod), complemented by Apple first-party accessories, third-party brands (PanzerGlass, Belkin, Epico, Native Union, Pipetto, Rains, dBramante, Aiino), and a growing own-brand Humac accessories line (65W GaN2 charger, 100W magnetic USB-C cables, 10,000 mAh MagSafe powerbank). The company operates multiple revenue streams: hardware and accessories sales, AppleCare+ resale commissions, B2B leasing subscriptions (12/24/36 months from 231 DKK/month with bundled AllRisk insurance and certified data erasure), consumer financing via Klarna 0% 3-installment plans and Resurs Bank, fee-based Apple-authorised repair services, a BuyBack trade-in programme, a proprietary Humac Care all-risk insurance product co-developed with Tryg (launched 17 June 2026), and affiliate revenue from Telmore mobile subscriptions. Customers include Danish private consumers (B2C), corporate and enterprise clients (B2B via dedicated Key Account Managers), and the education sector (study discounts on Mac/iPad). The go-to-market combines direct-to-consumer retail and e-commerce, inside sales, enterprise field sales through KAMs, and the C&C group's channel partner network.
Humac firmographics
Firmographics- Name
- Humac
- Legal name
- Humac A/S
- Website
- https://humac.dk
- Company type
- Private
- Founded year
- 1989
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- Humac A/S is Denmark's largest independent Apple Premium Partner, selling and servicing Apple hardware, accessories, and related insurance and financing through 15 retail stores across 12 cities and a national e-commerce site, serving Danish consumers, businesses, and the education sector.
- Ownership category
- akta.pro rank
Humac industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Consumer Electronics and Appliances Rental (532210)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045), Wholesale-Electronic Parts & Equipment, Nec (5065)
- akta.pro primary industry
- Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI)
Keywords
Where Humac is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices16 records
Markets served
Humac business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Apple hardware resale: Sale of Apple-branded hardware (Mac, iPhone, iPad, Apple Watch, AirPods, Apple TV, HomePod) at fixed unit prices through the Danish e-commerce storefront and 15 physical retail stores; this is the largest revenue stream and the foundation of the business model.
- Accessories resale (Apple, Humac-brand, third-party): Sale of Apple first-party accessories plus Humac-branded and third-party accessories (cables, chargers, powerbanks, cases, screen protection, hubs) across own-store retail, e-commerce, and bundled with device purchases (e.g. 'Gør din MacBook komplet' cross-sell).
- AppleCare+ resale: Resale of Apple's AppleCare+ service contracts for Mac, iPhone, iPad, Watch, AirPods and AirTags, generating recurring warranty/service commission revenue.
- Humac Care all-risk insurance (commission): Distribution of the Humac Care all-risk insurance product co-developed with Tryg (and B2B AllRisk with USG Forsikring), generating insurance commission/margin on each policy sold, available in-store and through B2B sales channels from 17 June 2026.
- B2B equipment leasing: Multi-month (12/24/36 month) Business Leasing of Apple devices with AllRisk insurance and data-erasure certificate bundled into a fixed monthly fee, providing recurring B2B revenue.
- Authorised Apple repair services: Fee-based in-warranty and out-of-warranty repair service performed in Humac's Apple-authorised workshops, priced per repair type and visible via the reparationspriser page.
- Consumer financing (Klarna / Resurs Bank): Klarna 3-installment 0% payment plans and Resurs Bank installment financing offered at checkout, generating commission/fee revenue from the financing partners on each transaction.
- BuyBack trade-in (B2B): Corporate BuyBack programme: Humac purchases used Apple (and other) hardware from businesses, issues a credit voucher and recycles the devices via certified partners; revenue comes from resale margin on redeployed devices.
- Telmore telecom subscription cross-sell: Telmore mobile subscription offers marketed via Humac's website, generating affiliate/commission revenue on sign-ups.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct hardware/accessory sales with Klarna 0% 3-installment plan and Resurs Bank financing |
| Subscription | Monthly | B2B Humac Business Leasing (12/24/36 month) with AllRisk and data-wipe bundled |
| Subscription | Annual | Humac Care consumer all-risk insurance (Tryg) and B2B AllRisk (USG) |
| Other | Pay-as-you-go | Outlet accessories bundle discount |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Humac product offering
Product offeringCore offering
Humac A/S is Denmark's largest independent Apple Premium Partner, selling genuine Apple hardware (Mac, iPhone, iPad, Apple Watch, AirPods, Apple TV, HomePod), first-party and third-party accessories, and AppleCare+ through 15 branded retail stores and the humac.dk e-commerce site. The company also operates Apple-authorised repair workshops in every store, distributes its own Humac-branded accessories (GaN2 chargers, magnetic USB-C cables, MagSafe powerbanks), and offers the proprietary Humac Care all-risk insurance product co-developed with Tryg alongside B2B Humac Business Leasing, AllRisk insurance and corporate BuyBack programmes.
Differentiator
Problem solved
Functional benefit
Brands
- Humac: Humac's own in-house brand of Apple accessories, including powerbanks (e.g., 10,000 mAh MagSafe), USB-C cables (magnetic 1m/2m 100W), USB-C+A 65W GaN2 chargers, and other premium Apple accessories.
- Humac Care
- Humac by C&C
Products and services
- Apple Hardware (Mac, iPhone, iPad, Apple Watch, AirPods, Apple TV, HomePod) Sale of Apple-branded hardware — including MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, Studio Display, Pro Display XDR, iPhone Air, iPhone 17 family, iPhone 16, iPhone 15, iPad, iPad Air, iPad Pro, iPad mini, Apple Watch Ultra 3, Apple Watch Series 11, Apple Watch SE 3, AirPods, AirPods Max, AirPods Pro 3, Apple TV, HomePod and HomePod mini — through 15 Danish retail stores and the humac.dk e-commerce site as an authorised Apple Premium Reseller.
- AppleCare+ for Mac / iPhone / iPad / Watch / AirPods / AirTag Resale of Apple's AppleCare+ service contracts covering Mac, iPhone, iPad, Apple Watch, AirPods and AirTag, available in-store and online, generating recurring warranty/service commission revenue.
- Humac 65W USB-C+A GaN2 Charger (HU20240) Proprietary Humac-branded GaN2-based dual-port (USB-C PD + USB-A QC) 65W wall charger with Nordic-lab safety testing, priced at 399.95 DKK on humac.dk.
- Humac USB-C to USB-C 1m Magnetic Cable 100W (HU20255) Proprietary Humac USB-C to USB-C cable in 1m length with integrated magnetic coiling/rolling mechanism, 100W Power Delivery, nylon braid and custom strain-relief USB-C plug.
- Humac USB-C to USB-C 2m Magnetic Cable 100W (HU20256) Proprietary Humac USB-C to USB-C cable in 2m length with integrated magnetic coiling/rolling mechanism, 100W Power Delivery, nylon braid and custom strain-relief USB-C plug.
- Humac Powerbank 10,000 mAh with MagSafe (HU20252) Proprietary MagSafe-compatible 10,000 mAh powerbank with 15W wireless output, dual USB-C/USB-A ports, integrated kickstand, and LCD battery-status display, capable of charging an iPhone 15 (3,349 mAh battery) almost three times on a single full charge.
- Authorised Apple Repair Services Fee-based in-warranty and out-of-warranty Apple repair service performed in Humac's Apple-authorised workshops (with at least one in every one of the 15 Danish stores), priced per repair type and visible on the humac.dk reparationspriser page. Denmark's only Apple-certified brand authorised to perform warranty service.
- BuyBack Trade-In Programme (Consumer & B2B) Humac-branded trade-in programme: consumers and businesses can trade in used Apple (and other) hardware; Humac issues a credit voucher and recycles the devices via certified partners. For B2B, Humac purchases used Apple corporate fleets and redeploys or recycles them.
- Humac Care All-Risk Insurance (with Tryg) and B2B AllRisk (with USG Forsikring) Proprietary bundled all-risk insurance product for Apple devices, co-developed with Tryg (consumer) and USG Forsikring (B2B), covering accidental damage, theft and technical failure with no excess, and including pickup/repair logistics. B2B AllRisk is offered in Basis and Total tiers over 1-3 year terms.
- Humac Business Leasing (B2B) Multi-month (12/24/36 month) Business Leasing of Apple devices for corporate customers with AllRisk insurance and a data-erasure certificate bundled into a fixed monthly fee. Sample 36-month pricing: iPhone 17 256GB from 231 DKK/month, iPhone Air 256GB from 277 DKK/month, MacBook Pro 14" M5 from 373 DKK/month, MacBook Air 13" M5 from 249 DKK/month. Includes 24/7 single point of contact, setup fee 1,200 DKK, minimum principal 15,000 DKK ex. VAT, subject to credit approval.
Quantifiable outcome
- Group headcount grows from 1,200+ (Dec 2024) to 1,300+ (Mar 2026) after the Humac acquisition and continued European expansion.
- +4 more outcomes
Companies that use Humac
Customer profileSegments4 records
Ideal customer profiles3 records
Humac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Humac partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core partnership, flagship / parent group, flagship / core partnership and minor.
- Trygcore partnershipHumac and Tryg have entered a new partnership to launch Humac Care, a tailored all-risk insurance product for Apple devices that covers sudden and unforeseen damage. The product launches in Humac's stores and sales channels on 17 June 2026. Cited quote from Phinehasraj (Retail Manager, Humac) and Johny Gotfredsen (Partner Manager, Tryg).
- C&C S.p.A.flagship / parent groupC&C, Europe's largest Apple Premium Partner, acquired Humac A/S on 12 December 2024. The deal added 12 Danish cities and 15 stores to C&C's network (taking the European total to 122 stores) and brought the group's headcount to over 1,200. The acquisition is positioned as strengthening C&C's internationalisation while maintaining local jobs and management.
- Apple Inc.flagship / core partnershipHumac is an Apple Premium Partner and the only brand in Denmark certified by Apple for authorised service. Apple partnership grants access to AppleCare+ distribution, Apple Premium Reseller co-branding and Apple-authorised service workshop status across all 15 stores.
- TelmoreminorTelmore mobile subscription offers are cross-marketed to Humac customers via a 'Telmore tilbud' entry in the main navigation and footer.
- Native UnionminorNative Union is one of the third-party accessory brands stocked by Humac (alongside Apple, PanzerGlass, Pipetto, Rains and dBramante), listed in the 'Brands' filter on the accessories page.
- PanzerGlassminorPanzerGlass is one of the third-party accessory brands stocked by Humac and a key partner for screen-protection products such as the PanzerGlass iPhone 17 / iPhone 16 Pro Ultra-Wide Fit.
- PipettominorPipetto is one of the third-party accessory brands stocked by Humac, listed in the 'Brands' filter on the accessories page.
- RainsminorRains is one of the third-party accessory brands stocked by Humac, listed in the 'Brands' filter on the accessories page.
- dBramanteminordBramante is one of the third-party accessory brands stocked by Humac, listed in the 'Brands' filter on the accessories page.
- BelkinminorBelkin is a key third-party accessory partner for Humac, supplying USB-C to USB-C 240W braided cables, MagSafe 5K slim powerbanks, and 20W USB-C PD wall chargers.
- EpicominorEpico is a third-party accessory partner supplying the Epico 6in1 Aluminium USB-C Hub (8K HDMI, 100W PD, 2x USB-A, SD/MicroSD readers) stocked on humac.dk.
- AiinominorAiino is a third-party accessory partner supplying Mag cases and screen-protection products for iPhone Air, retailed on humac.dk.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Humac competitors and assessment
Company assessmentRegional players
- Power (Power International): Major Nordic electronics retailer (Power.dk in Denmark) that competes with Humac on Apple hardware and accessories, with broader multi-brand assortment and larger footprint, but lacks Apple Premium Partner / authorised-service exclusivity.
- Komplett: Nordic online-first electronics retailer (komplett.dk in Denmark) carrying Apple hardware and accessories, competing with humac.dk on price and assortment in the Danish e-commerce channel.
- Elgiganten / Elkjøp: Large Nordic/Danish big-box electronics retailer competing with Humac on Apple hardware, accessories and consumer financing, but as a broad multi-brand retailer rather than a focused Apple Premium Partner.
Direct peers
- mStore: Apple Premium Reseller operating multiple stores in Austria/Germany with Apple-authorised service, providing a directly comparable retail-and-service Apple Premium Partner model to Humac in a different European market.
- iCenter: Swedish Apple Premium Reseller chain with multiple physical stores and Apple-authorised service workshops, directly comparable to Humac as a Nordic Apple Premium Partner with overlapping customer base and operating model.
- C&C S.p.A. Italian Apple Premium Partner group that acquired Humac in December 2024; operates the largest Apple Premium Partner network in Europe (122 stores across 8 countries) and serves as both parent and operating peer with the same business model.
- Gravis: German Apple Premium Reseller with retail stores and Apple-authorised service workshops; runs the same Apple-first retail/service model as Humac at larger scale in the DACH region.
- Eplehuset: Norway's largest Apple Premium Reseller with a multi-store retail and authorised service footprint, operating the same Apple Premium Partner business model as Humac in the adjacent Norwegian market.
Broad incumbents
- Apple Inc. Apple's own direct retail and online store (apple.com/dk) is the broad incumbent competitor in the same product category, with overlapping SKUs but no third-party reseller margin, finance, or B2B leasing overlay.
Others
- USG Forsikring: Insurance partner underwriting Humac's B2B AllRisk product; relevant ecosystem/partner rather than direct competitor, indicative of the device-insurance category that Humac is now entering with Tryg for consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Humac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Humac leadership team
Management profileNumber of profiles
Profiles7 records
Humac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Humac M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Humac
What does Humac do?
Humac A/S is Denmark's largest independent Apple Premium Partner, selling genuine Apple hardware (Mac, iPhone, iPad, Apple Watch, AirPods, Apple TV, HomePod), first-party and third-party accessories, and AppleCare+ through 15 branded retail stores and the humac.dk e-commerce site. The company also operates Apple-authorised repair workshops in every store, distributes its own Humac-branded accessories (GaN2 chargers, magnetic USB-C cables, MagSafe powerbanks), and offers the proprietary Humac Care all-risk insurance product co-developed with Tryg alongside B2B Humac Business Leasing, AllRisk insurance and corporate BuyBack programmes.
Is Humac a public or private company?
Humac is a private company. It is classified as corporate owned and is currently acquired.
When was Humac founded?
Humac was founded in 1989. It employs 251 to 500 people.
Where is Humac based?
Humac is headquartered in Phoenix, United States, in the North America region.
How does Humac make money?
Nine revenue lines are on record. Apple hardware resale is the primary driver. The others are accessories resale (Apple, Humac-brand, third-party), appleCare+ resale, humac Care all-risk insurance (commission), B2B equipment leasing, authorised Apple repair services, consumer financing (Klarna / Resurs Bank), buyBack trade-in (B2B) and telmore telecom subscription cross-sell.
Who are Humac's main competitors?
Regional players on record are Power (Power International), Komplett and Elgiganten / Elkjøp. Direct peers are mStore, iCenter, C&C S.p.A., Gravis and Eplehuset. Apple Inc. is listed as a broad incumbent. USG Forsikring is listed as an others.
Does Humac have an API?
No public API is recorded for Humac.
What industry is Humac in?
Humac's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACAJAI, Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned). Its NAICS code is 449 and its SIC code is 5045.