Det Gamle Apotek

What Det Gamle Apotek does

Det Gamle Apotek A/S is a privately held Danish retail company headquartered in Tønder, Denmark, operating primarily as a direct-to-consumer e-commerce business through its Shopify-powered storefront at det-gamle-apotek.dk. The company sells home decor, kitchen and tableware, seasonal decorations (Christmas, Easter, Halloween), Danish city-themed souvenirs, candles and candle holders, maritime-themed goods, garden and outdoor products, paper and hobby items, and clothing accessories. It maintains an in-house design team producing proprietary collections such as Moments, Hygge, Vikings, Wonderful Denmark, City Moments, and Westcoast, which are refreshed on an annual cadence. The catalog spans approximately 7,896 listed SKUs across 226 pages of inventory, with price points ranging from roughly 20 DKK for budget items to 1,299 DKK for premium pieces such as artificial Christmas trees.

The company runs a multi-channel go-to-market: a primary B2C e-commerce site, a dedicated B2B wholesale portal at b2b.dga-engros.dk for retailers, and physical retail stores located throughout Denmark. It ships internationally to 28+ European countries through logistics partners GLS and DAO, with tiered shipping rates and free-shipping thresholds denominated in Danish Kroner. All prices include Danish VAT, and a free-shipping threshold of 399 DKK applies to domestic orders. Marketing is conducted through organic social channels (Facebook, Instagram, TikTok) and email newsletter capture with a 10% discount incentive. The company holds a 4.2-star rating on Trustpilot and is registered as an A/S (public limited company) under Danish law with no disclosed parent company, subsidiaries, funding rounds, or institutional ownership.

Revenue is generated entirely through transactional, one-time purchase sales, with no subscription or recurring contract layer. The core customer segments are individual consumers seeking Danish-designed home decor, gifts, and souvenirs, supplemented by B2B wholesale buyers purchasing inventory for resale. The technology stack is non-proprietary: a standard Shopify storefront with multilingual (Danish, English, German) support and conventional logistics integrations. There is no disclosed AI/ML capability, no proprietary data assets, and no API or SDK offerings.

Name

Det Gamle Apotek

Legal name

Det Gamle Apotek A/S

Website

https://det-gamle-apotek.dk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Home Décor and Gift Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

akta.pro secondary industry

Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

Keywords

• Home decor retail
• Danish souvenirs
• Seasonal decorations
• Gift items
• Hygge lifestyle products

Headquarters

HQ city

Tønder

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. Product Sales (B2C): Direct retail sales of home decor, souvenirs, seasonal decorations, and gift items to consumers through e-commerce and physical stores. One-time purchase model with no subscription component.
2. B2B Wholesale: Wholesale sales to business customers including retailers, through their B2B portal (b2b.dga-engros.dk).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Det Gamle Apotek is a Danish retailer selling home décor, souvenirs, seasonal decorations, kitchen and tableware, candles, gifts, and clothing/accessories primarily through its Shopify-based e-commerce site (det-gamle-apotek.dk) and physical stores across Denmark. The catalog spans 10,000+ products across city-themed souvenir collections, proprietary in-house designs (Moments, Hygge, Vikinger, Wonderful Denmark, Westcoast), and full seasonal/holiday assortments (Christmas, Easter, Halloween, birthdays, graduation, Mother's/Father's Day). A separate B2B wholesale portal (b2b.dga-engros.dk) supplies retailers for resale, and the company ships to 28+ European countries.

Product overview

Det Gamle Apotek is a Danish e-commerce retailer offering a comprehensive range of home decor, functional household items, and seasonal decorations. The company operates primarily as a Shopify-based online store with both B2C (det-gamle-apotek.dk) and B2B (b2b.dga-engros.dk) channels. The product portfolio is organized around core categories including Souvenirs (featuring city-themed products from Copenhagen, Aarhus, Aalborg, Odense, Tønder, Vestkyst, Vikings, and Wonderful Denmark collections), Home Accessories (boligtilbehør), Kitchen and Table Setting (køkken og borddækning), Candles and Candle Holders (lys og stager), Maritime products, Garden Living (haveliv), Paper and Hobby items, Clothing and Accessories, Holiday/Seasonal items (Christmas/jul, Easter/påske, Halloween, birthdays, confirmation, student events), and a proprietary Moments collection featuring Danish hygge-themed everyday products. The company also offers a dedicated B2B wholesale platform and maintains physical retail locations. Products span price points from budget items (20 DKK) to premium pieces (1299 DKK for artificial Christmas trees), with approximately 7,896 products across 226 pages in the online catalog.

Differentiator

Problem solved

Functional benefit

Brands

• Moments: Own year-round collection inspired by Danish hygge and iconic motifs
• Vikinger
• Hygge
• Wonderful Denmark
• City Moments
• Westcoast
• Mascha Vang

Products and services

• Kitchen and Table Setting (Køkken og borddækning) Kitchen and table setting products including serving trays, tapas sets, solar lanterns, storage boxes, kitchen textiles, cutlery, crockery, and decorative items for dining. Available to individual consumers and wholesale buyers.
• Home Accessories (Boligtilbehør)
• Candles and Candle Holders (Lys og stager)
• Maritime Collection (Maritimt)
• Garden Living (Haveliv)
• Ceramic Houses (Keramikhuse)
• Christmas Collection (Jul)
• Holidays Collection (Højtider)
• Paper and Hobby (Papir og hobby)
• Clothing and Accessories (Beklædning og tilbehør)
• Souvenirs
• Moments Collection
• Hygge Collection
• Gifts and Gift Cards (Gaver)
• B2B Wholesale Supply

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Nordic Nest: E-commerce-first Nordic design retailer selling Scandinavian home decor, kitchenware, textiles and gift items across Europe. Directly comparable as a digital-native competitor in Danish/Nordic-themed home goods and gifts.
• Flying Tiger Copenhagen: Danish-origin variety retailer selling affordable gifts, home decor, seasonal items and souvenirs across thousands of SKUs in Europe and globally. Most direct competitor given shared Danish DNA, broad gift/novelty assortment and own-brand design model.
• Illums Bolighus: Iconic Danish premium home decor and design retailer in Copenhagen, offering Scandinavian kitchen, tableware, lighting and gift items. Comparable assortment and Danish design positioning, though at a more premium price tier.
• Butlers: German home decor and gift retailer operating physical stores and e-commerce with own-designed collections, strong seasonal and table-setting assortment, and European footprint. Closest continental comparable in assortment depth and own-brand approach.
• Søstrene Grene: Danish variety retailer with deep assortment in home decor, kitchen, hobby, paper goods and seasonal items at value price points. Highly comparable merchandise mix and own-design philosophy aimed at everyday and seasonal gifting.

Broad incumbents

• The White Company: UK-based lifestyle retailer specializing in seasonal home, gifts, candles and textiles with strong own-brand design. Comparable in own-design seasonal/lifestyle home retailing, though primarily UK-focused and operating at a larger scale.
• Royal Copenhagen: Established Danish heritage brand known for porcelain tableware and seasonal collectibles (notably Christmas collectibles). Overlaps in Danish gift/tableware/seasonal categories but operates as a higher-end brand rather than broad variety retailer.
• H&M Home: Mass-market home textile and decor retailer from the H&M group with seasonal rotations and design-led collections. Overlaps in affordable Scandinavian-styled home and gift items but at a far larger scale and broader assortment.
• JYSK: Large Danish-founded home goods retailer with stores across Europe selling furniture, bedding, decor and seasonal items. Competes in home decor and seasonal but at a much larger, broader-scope scale than Det Gamle Apotek.

Regional players

• Kosta Boda: Swedish/Nordic glassware and home decor brand with collectible and gift-oriented product lines. Comparable in Scandinavian home/gift positioning, but primarily a manufacturer/brand rather than broad multi-category retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DetGamleApotekDK
• Instagraminstagram.com/_detgamleapotek
• TikToktiktok.com/@det.gamle.apotek
• Xx.com/DetGamleApotek
• LinkedInlinkedin.com/company/detgamleapotek

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 Det Gamle Apotek