Green Heroes

Name

Green Heroes

Legal name

Green Heroes ApS

Website

https://greenheroes.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Slagelse

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

Revenue model

1. Refurbished Computer Hardware Sales: Primary revenue stream from selling professionally refurbished laptops (MacBook, ThinkPad, EliteBook, Surface) directly to consumers, students, and businesses. Products sold at 30-50% below new retail prices. One-time transaction model per unit.
2. Hero Care Subscription: Monthly subscription add-on: Hero Care at 49 kr/month provides 25% discount on repairs, 90-day extended return policy, and Hero Security. Hero Care VIP at 89 kr/month adds 50% repair discount, Hero Support AI, and trade-in bonus. Both have 6-month minimum commitment.
3. Accessories and Add-ons: Sells complementary products including sleeves, docking stations, chargers, cables, refurbished Magic Mouse, and refurbished TrackPad 3. Prices range from 99 kr to 899 kr.
4. Upgrades and Battery Replacement: Offers new battery replacement (599-899 kr), SSD upgrades, and RAM upgrades on compatible models. Original or OEM-approved parts used.
5. B2B Reseller/Dropship Program: Provides refurbished computers to approved IT dealers and marketplace sellers at B2B pricing. Next-day unit replacement for defective units. Ships directly to reseller's end customer in neutral packaging.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Green Heroes is a Danish online retailer selling professionally refurbished business-class laptops from Apple MacBook, Lenovo ThinkPad, HP EliteBook, and Microsoft Surface at 30-50% below new retail prices. Each device undergoes a 20-point quality inspection, NIST 800-88 Rev. 1 secure data erasure, professional cleaning, and cosmetic grading before being sold with a 5-year warranty (2 years for Outlet grade) and 30-day return policy.

Product overview

Green Heroes is a Danish online refurbished laptop retailer founded in 2021 (operations starting 2022), operating exclusively online from Slagelse, Denmark. The company specializes in professionally refurbished business-class laptops and desktops, organized around four major brand lines: Apple MacBook (MacBook Air, MacBook Pro), Lenovo ThinkPad (E, L, T, X, P series plus ThinkCentre desktops), HP EliteBook (840, 1040, x360), and Microsoft Surface (Surface Pro, Surface Laptop). All devices undergo a 20-point quality inspection process, are data-wiped to NIST 800-88 Rev. 1 standards, graded into cosmetic conditions (Som ny, Meget flot, Okay, Outlet), and sold with a market-leading 5-year warranty (2 years for Outlet) and 30-day return policy. The company also sells new and refurbished accessories (USB-C docking stations, laptop chargers, sleeves, bags, Magic Mouse, Magic Keyboard, TrackPad), offers subscription protection plans (Hero Care, Hero Care VIP), an optional Expert Setup configuration service, and a B2B Reseller Program with API access, dropshipping, and white label options. Payments are processed via Shopify Payments with support for Anyday (4 installments), ViaBill (up to 12 installments), MobilePay, PayPal, Apple Pay, Google Pay, and major cards. Shipping is handled by GLS and PostNord throughout Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Refurbished Apple MacBook laptops Professionally refurbished Apple MacBook Air and MacBook Pro models from 2018 through 2024/2025, including M1, M2, M3, M4, and Intel processor variants. Each unit is graded into Som ny, Meget flot, Okay, or Outlet cosmetic condition, priced 30-50% below new MSRP, and sold with a 5-year warranty and 30-day return policy. Targets students, professionals, and content creators.
• Refurbished Lenovo ThinkPad laptops Refurbished Lenovo ThinkPad business laptops across E, L, T, X, and P series, including the flagship T14/T14s, the ultra-light X1 Carbon and X13, the mobile workstation P15, and the budget-friendly E14/E15. All units are MIL-STD-810H military-tested, professionally refurbished, and sold with a 5-year warranty. Targets enterprise IT fleets, SMBs, students, and mobile professionals.
• Refurbished HP EliteBook laptops Refurbished HP EliteBook business laptops covering 830, 840, 850, 1040, and x360 series. Features include fingerprint scanner, TPM security chip, and MIL-STD-810H build quality, available in 14-inch and 15.6-inch sizes including 2-in-1 convertible touchscreen models. Targets enterprise users, executives, and mobile professionals.
• Refurbished Microsoft Surface devices Refurbished Microsoft Surface Pro (2-in-1 detachable tablet-laptop) and Surface Laptop (classic lightweight Windows laptop) devices. Combines premium design with Windows portability for note-taking, light office work, meetings, and study. Targets students and office professionals seeking an elegant portable machine.
• Refurbished Lenovo ThinkCentre desktops Refurbished Lenovo ThinkCentre business desktop computers including M93p and M70Q Tiny form factors. Compact, reliable workstations professionally refurbished and ready for office, reception, or home office deployment. Targets enterprise IT departments and SMBs seeking desktop fleet hardware.
• Refurbished computer Deals and Outlet inventory Clearance and promotional offerings across MacBook, ThinkPad, EliteBook, and Surface lines featuring the sharpest prices, including outlet-grade devices with clear cosmetic wear covered by a 2-year warranty (vs. 5 years on other grades). Includes limited-time deals and individual deep discounts.
• Computer accessories (docking stations, chargers, sleeves, bags, and refurbished Apple input devices) New and refurbished computer accessories including USB-C docking stations (7-in-1, 8-in-1, 9-in-1 with wireless charger), laptop sleeves (13-inch and 15-inch, standard and premium), laptop bags, brand-label and original-manufacturer chargers (30W to 140W), and refurbished Apple Magic Mouse, Magic Keyboard, and TrackPad. Prices range from 99 kr to 899 kr.
• Hero Care subscription plan Monthly subscription plan at DKK 49 per month with a 6-month minimum commitment, providing a 25% discount on repairs, a 90-day extended return window, and Hero Security (security monitoring). Renewable monthly after the initial binding period. Targets Green Heroes laptop customers seeking extended protection and repair savings.
• Hero Care VIP subscription plan Premium monthly subscription plan at DKK 89 per month with a 6-month minimum commitment. Includes all Hero Care benefits plus a 50% discount on repairs, Hero Support AI assistance, and a trade-in bonus. Renewable monthly after the initial binding period. Targets existing Green Heroes customers seeking the highest tier of post-purchase protection and trade-in incentives.
• Expert Setup configuration service Optional paid service in which Green Heroes initializes the laptop with Windows or macOS, creates a standard user account, sets a default password, and installs all system updates before shipping. Aimed at non-technical customers who want a ready-to-use device out of the box (customer still handles WiFi setup and personal program installation).
• Battery replacement and component upgrade service New battery replacement (priced DKK 599-899 depending on model) and SSD or RAM upgrades on compatible devices, using original or OEM-approved parts and performed by Green Heroes technicians in Slagelse. Aimed at Green Heroes laptop owners extending device life or boosting performance.

Quantifiable outcome

• 30-50% cost savings vs. equivalent new device
• +6 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Power: Major Danish consumer electronics retailer with physical and online presence, offering laptops, accessories, and a growing refurbished assortment. Direct competitor for Danish consumer laptop demand, though not specialized in refurbished.
• Elgiganten: Largest Nordic consumer electronics retailer (owned by Dixons Carphone/Elkjøp) operating across Denmark with physical stores and online. Increasingly carries refurbished inventory and competes for the same consumer laptop buyer Green Heroes targets, but as a broad assortment generalist.

Regional players

• Komplett: Nordic e-commerce retailer for IT hardware, consumer electronics, and refurbished products across Norway, Sweden, and Denmark. Overlaps with Green Heroes on business laptop category and refurbished inventory but is significantly broader in scope, serving primarily Nordic markets.
• Dustin: Nordic B2B-focused IT hardware reseller and service provider headquartered in Sweden, serving businesses with laptops, servers, and networking equipment. Comparable in serving enterprise customers with business-grade hardware, though primary focus is on new equipment rather than refurbished.
• Proshop: Danish e-commerce retailer specializing in IT hardware and consumer electronics with strong business customer base. Overlaps with Green Heroes on business laptop category and Danish market focus, though primary assortment is new equipment.

Direct peers

• Back Market: Global refurbished electronics marketplace headquartered in France, offering certified pre-owned smartphones, laptops, tablets, and more from multiple brands. Closely comparable to Green Heroes in business model (refurbished consumer/business electronics with warranty) but operates at significantly larger scale across multiple geographies.
• Rebuy: German refurbished and recommerce retailer specializing in pre-owned electronics, books, and media. Comparable to Green Heroes in core refurbished electronics retail model, though broader product mix and Germany-focused geography.
• Swappie: Finnish refurbished iPhone retailer operating across Europe with in-house refurbishment and warranty-led value proposition. Highly comparable business model (refurbished premium Apple devices, certified quality process, multi-country e-commerce) even though the product category is narrower (smartphones only).
• Refurbed: Austrian-founded refurbished electronics marketplace operating across Europe with laptops, smartphones, and other devices sold with warranty. Directly comparable to Green Heroes in product category, refurbished quality process, and warranty-led value proposition.

Emerging players

• Sellpy: H&M-owned secondhand and recommerce platform operating across Europe. Less direct overlap on product category (broader secondhand goods) but comparable in being a Nordic-headquartered recommerce business leveraging quality grading and circular-economy positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GreenHeroesDK
• LinkedInlinkedin.com/company/greenheroesdk

Compliance3 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 Green Heroes