What VVS-Eksperten does

VVS-Eksperten is a Denmark-focused online retailer of plumbing, heating, and sanitation products for private consumers and, secondarily, tradespeople and business customers. Its catalog contains more than 60,000 products across bathroom fixtures, faucets, showers, bathroom furniture, kitchen hardware, heat pumps, floor heating, water heaters, bathroom ventilation, and accessories from brands including Hansgrohe, Grohe, Geberit, Ifö, Laufen, Duravit, Dansani, and Panasonic. On December 17, 2025, Brødrene A&O Johansen A/S took over operation of the webshop and domain.\n\nRevenue is generated through one-time product sales, with individual items priced in Danish Kroner through the online catalog. The storefront combines product information, comparison tools, customer reviews, and digital advisory content; VVS-Eksperten does not operate physical retail stores and distributes across Denmark. A 365-day extended return option is available as a checkout add-on. Customer acquisition uses search advertising, social media, affiliates, price-comparison sites, content, and email, while sister sites LampeGuru and Greenline place the brand within AO's broader e-commerce ecosystem.

Name

VVS-Eksperten

Legal name

Brødrene A&O Johansen A/S

Website

https://vvs-eksperten.dk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

VVS-Eksperten is a Danish online retailer serving homeowners and business customers with more than 60,000 plumbing, heating, bathroom, kitchen, and technical-installation products through an e-commerce platform with digital advisory content for renovation projects.

Ownership category

akta.pro rank

Headquarters

HQ city

Hedensted

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Revenue is generated through the sale of VVS (plumbing, heating, and sanitation) products including toilets, sinks, faucets, showers, bathroom furniture, and accessories. Products are sold directly to consumers and businesses through the e-commerce platform at competitive prices.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

VVS-Eksperten is a Danish online retailer specialising in VVS (plumbing, heating, and sanitation) products, offering more than 60,000 SKUs from leading brands such as Hansgrohe, Grohe, Geberit, Ifö, Laufen, Duravit, and Dansani. It runs separate consumer (privat) and business (erhverv) storefronts backed by distinct ERP systems, provides product advice, and ships stocked items same-day from its Danish warehouses.

Product overview

VVS-Eksperten is a Danish online VVS (plumbing, heating, and sanitation) e-commerce platform operated by Brødrene A&O Johansen A/S (AO). The platform offers one of Denmark's widest selections of VVS products with over 60,000 items, serving both private customers and professionals. The core platform functions as a unified e-commerce solution with integrated product catalog, digital advisory tools, and customer services. Key product categories include bathroom fixtures (toilets, washbasins, shower sets, bathroom furniture), kitchen hardware (faucets, kitchen sinks), technical installations (heat pumps, floor heating, water heaters, bathroom fans), and accessories from brands such as Hansgrohe, Grohe, Geberit, Ifö, Laufen, Duravit, and Dansani. The platform also offers value-added services including 365-day extended return policy and professional customer support.

Differentiator

Problem solved

Functional benefit

Products and services

• VVS-Eksperten online store (private customers) Online retail storefront (privat) selling more than 60,000 plumbing, heating, and bathroom products from brands such as Hansgrohe, Grohe, Geberit, Ifö, Laufen, Duravit, and Dansani to Danish consumers, with a 365-day return policy, product advice, and AI-assisted visualization.
• VVS-Eksperten Erhverv (business/trade portal) Dedicated B2B online portal running on a separate ERP system for trade customers such as plumbers, heating contractors, and construction firms, offering the same catalogue of branded VVS products with trade-specific ordering, account management, and same-day shipment of stocked items.
• Product advice and installation guidance Customer support service providing product recommendations and installation guidance to private and trade customers purchasing plumbing, heating, and bathroom products on vvseksperten.dk.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Brødrene A&O Johansen A/ScoreOthersParent company of VVS-Eksperten. On December 17, 2025, AO (Brødrene A&O Johansen A/S) took over the operations of the webshop and domain vvs-eksperten.dk. AO is one of Denmark's largest online VVS retailers.
• Facebook/MetaminorGTM or Marketing PartnerMarketing partner for Facebook Ads, including Advanced Matching for attribution and conversion tracking.
• GoogleminorGTM or Marketing PartnerMarketing partner for Google Ads with enhanced conversions and analytics (GA4). Also provides AI content generation tools including Gemini, Nano Banana 2, and Veo 3.
• MicrosoftminorGTM or Marketing PartnerMarketing partner for Microsoft Ads (Bing) with enhanced conversions and Universal Event Tracking (UET). Also provides Office365 services for email and document management.
• LampeGuruminorChannel Partner/ Reseller/ DistributorSister site specializing in lamps and electrical items. Part of the same online universe with focus on price, function, and usability.
• GreenlineminorChannel Partner/ Reseller/ DistributorSister site specializing in technical solutions including heat pumps and green energy products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jem & Fix: Danish hardware/home-improvement chain with VVS products targeting both consumers and trades. Overlapping assortment and customer base; differentiated by physical-store density.
• Harald Nyborg: Danish discount hardware chain with VVS assortment, known for value pricing. Direct competitor on price-sensitive plumbing/DIY purchases; differs via large physical footprint.
• Silvan: Danish do-it-yourself and home-improvement chain with strong VVS assortment in-store and online. Competes for the same renovation/DIY shopper and serves many of the same professional buyers.
• Bauhaus Danmark: Danish arm of the European home-improvement/hardware chain; carries VVS products alongside broader home categories. Comparable category overlap; differs by omnichannel (physical + online) and broader assortment.
• Brødrene A&O Johansen A/S: Parent company of VVS-Eksperten and one of Denmark's largest online VVS retailers. Directly comparable business model (online plumbing/heating distribution) with broader assortment, B2B contracts, and warehousing scale that VVS-Eksperten can leverage.
• XL-BYG: Danish building-materials cooperative serving professional tradespeople with VVS and installation supplies. Highly comparable in serving contractors and installers; differs in B2B/storefront focus.
• Bygma: Danish professional building-materials distributor serving trades and contractors. Overlaps on plumbing/heating supply and B2B trade customer base; positioned more toward professional than DIY.

Direct peers

• BilligVVS: Danish online-only VVS retailer selling plumbing, heating, and bathroom fixtures direct to consumers and trades. Closely aligned business model, target customer (B2C DIY + B2B trades), and Danish geographic footprint.

Emerging players

• Wupti.com: Danish online general-merchandise retailer carrying some home and VVS adjacent items. Partial overlap on home-renovation shopper; broader (non-specialist) assortment and weaker plumbing depth.
• Greenline.dk: Sister-site within the AO Group specializing in heat pumps and green-energy technical solutions. Closely aligned with VVS-Eksperten on category (heating installations) and customer base; focuses on the energy-transition subset.

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vvs-eksperten

Compliance4 records

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 VVS-Eksperten