Sandberg

What Sandberg does

Sandberg A/S is a privately held Danish manufacturer of consumer electronics accessories, headquartered in Birkerød, Denmark, founded in 1985 and operating with 501-1,000 employees under founder/CEO Martin Hollerup. The company designs, sources, and sells accessories for mobile phones, computers, and gaming consoles across seven primary product categories: PC accessories (mice, keyboards, webcams, storage, chairs), PC connections (USB-C hubs/docks, adapters, cables, display converters, networking), PC charging (power supplies, laptop powerbanks), mobile accessories (stylus pens, cleaning), mobile charging (powerbanks, power stations, solar chargers, wireless and car chargers), audio (headsets, microphones, Bluetooth adapters, radios), and lighting (torches). Sub-brands include 'Active' for rugged/outdoor products and 'Saver' for budget-oriented accessories.

Sandberg's core technology is conventional consumer hardware — connectivity, charging, and audio peripherals — with no proprietary AI, software, or platform components disclosed. Its primary structural differentiator is a 5-year warranty on all products, well above the 1-2 year industry standard, positioning the brand around durability and value-for-money rather than premium or feature leadership.

The business model is hardware sales through a multi-channel distribution strategy: a global authorized dealer network with a dedicated B2B portal, country-specific direct-to-consumer webshops across 50+ countries spanning Europe, the Middle East, North America, Africa, and Asia, and physical retail distribution via dealers. Marketing is executed through digital channels (newsletters, Facebook, country websites), PR/press releases, dealer enablement, and corporate sponsorship programs. Customer segmentation is horizontal, targeting individual consumers and small-to-medium businesses seeking reliable, uncomplicated accessories for home, office, and travel use. No enterprise customers, revenue figures, or external funding are disclosed.

Name

Sandberg

Legal name

Sandberg A/S

Website

https://sandberg.world

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Consumer Electronics Accessories

NAICS

Electronics and Appliance Retailers (4492), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Electronic Components & Accessories (3670), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Mobile Device Accessories (Cases, Screen Protectors, Mounts) (CRACALAH)

akta.pro secondary industries

Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG), Console/Handheld Accessories (Docks, Cases, Stands, Skins) (CRACAOAJ)

Keywords

• Computer accessories
• Mobile accessories
• Gaming console accessories
• Charging solutions
• Consumer electronics peripherals

Headquarters

HQ city

Birkerød

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sandberg generates revenue through the sale of physical accessories and gadgets for mobile phones, computers, and gaming consoles. Products are sold through dealer networks, webshops, and retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sandberg manufactures and sells physical accessories and gadgets for mobile phones, computers, and gaming consoles, including PC accessories (mice, keyboards, webcams, storage, chairs), connectivity products (USB-C hubs, adapters, display converters), charging solutions (powerbanks, power stations, solar and wireless chargers), audio equipment (headsets, microphones), mobile accessories (stylus pens), and torches. Products are organized under sub-brand lines including Active (outdoor/rugged) and Saver (budget/value). Every product is backed by a 5-year warranty, which is the company's central commercial differentiator.

Product overview

Sandberg is a well-established manufacturer of equipment for mobile phones, computers, and games consoles. The company offers a broad portfolio of consumer electronics accessories organized into product categories including PC Accessories (mice, keyboards, webcams, storage, chairs), PC Connections (USB-C hubs, adapters, cables, display converters, network products), PC Charging (power supplies, laptop powerbanks), Mobile Accessories (stylus pens, cleaning products), Mobile Charging (powerbanks, power stations, solar chargers, wireless chargers, car chargers), Audio (headsets, microphones, Bluetooth adapters, radios), and Light (torches). Products are sold under sub-brands including Active (rugged/outdoor products) and Saver (budget/value products). The company emphasizes uncomplicated use, durability, and value for money, backed by a 5-year warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Active: Product series featuring active/lifestyle-oriented accessories
• Saver

Products and services

• PC Accessories Computer peripherals and accessories including mice, mouse pads and ergonomics products, keyboards, webcams, storage and hard disk accessories, and office chairs, sold to consumers and SMBs.
• PC Connections Connectivity products including USB-C hubs and dockings, USB-C AV adapters, USB-C and USB-A adapters and cables, display cables, display converters (VGA/HDMI/DVI), and network products.
• PC Charging Power solutions for computers including 230V power supplies and powerbanks designed for laptops.
• Mobile Accessories Accessories for mobile devices including stylus pens and cleaning products.
• Mobile Charging Portable power solutions including powerbanks for indoor and outdoor use, power stations with mains output, solar chargers, charging cables, mains chargers, car chargers, and wireless chargers.
• Audio Audio equipment including wireless office headsets, wireless entertainment headsets, USB-A and USB-C headsets, MiniJack headsets, multi-connection headsets, microphones, Bluetooth audio adapters, audio adapters, and radios.
• Light (Torches) Portable lighting products including torches.
• Active Series Active product line featuring outdoor and rugged accessories, including powerbanks and charging solutions designed for active and outdoor use.
• Saver Series Budget-friendly accessory line offering value-for-money products across the Sandberg accessory portfolio.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Jabra (GN Audio): Jabra is a global audio peripherals brand specializing in professional and consumer headsets, earbuds, and speakerphones. It competes with Sandberg's Audio category (headsets, microphones, Bluetooth adapters) but at a premium professional positioning.
• Logitech: Logitech is a global incumbent in computer peripherals (mice, keyboards, webcams, headsets) and broader consumer electronics accessories. It overlaps with Sandberg's PC Accessories and Audio categories but at significantly larger scale and brand recognition.

Direct peers

• Ugreen: Ugreen is a Chinese accessories manufacturer with strong global e-commerce presence in USB-C hubs, cables, chargers, and powerbanks. It competes directly with Sandberg's PC Connections, PC Charging, and Mobile Charging product lines through similar online and dealer channels.
• Anker Innovations: Anker is a leading global manufacturer of mobile charging, powerbanks, USB-C hubs, cables, and audio accessories sold through its own webshops and major retailers. It directly competes with Sandberg across nearly every product category including chargers, powerbanks, hubs, and Bluetooth audio adapters.
• Hama: Hama is a German accessories manufacturer with a broad portfolio of computer, mobile, audio, and photo/video accessories sold across European retail and dealer channels. It is one of the closest European-headquartered peers to Sandberg with overlapping product breadth and dealer-distribution model.
• Trust International: Trust is a Netherlands-based value-oriented accessories brand offering computer peripherals, mobile accessories, charging, and gaming gear. It competes with Sandberg in Europe across similar product categories and dealer/retail channels.
• Aukey Technology: Aukey manufactures and sells charging, powerbank, audio, and connectivity accessories globally through e-commerce and retail. It is a direct competitor to Sandberg in the value-oriented charging and mobile accessory segments.
• Baseus: Baseus is a Chinese consumer electronics accessories brand offering chargers, cables, powerbanks, car chargers, and audio products. It competes with Sandberg in mobile charging, PC connections, and mobile accessories across both online and offline channels.
• Belkin: Belkin is a long-established accessories brand specializing in mobile device and computer connectivity, charging, and audio products. It competes head-to-head with Sandberg in cables, adapters, charging solutions, and mobile accessories, particularly in retail and dealer channels.

Emerging players

• Rapoo: Rapoo is a Chinese peripherals and accessories manufacturer with keyboards, mice, headsets, and wireless charging products sold globally. It overlaps with Sandberg in PC Accessories, Audio, and charging categories, particularly in the value segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sandberg.it
• Xx.com/sandberg_it
• LinkedInlinkedin.com/company/sandberg-a-s

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 Sandberg