FriShop
FriShop is a Danish online retailer (Camola ApS) selling 50,000+ multi-brand home, garden, outdoor, tool, and building materials products to Danish consumers and small businesses through its own e-commerce storefront at frishop.dk.
- Company typePrivate
- Founded2011
- HeadquartersFredericia, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What FriShop does
FriShop is a Danish online retailer operating under the legal entity Camola ApS, headquartered in Fredericia, Denmark. Founded in 2011 and operating exclusively through its own e-commerce storefront at frishop.dk, the company positions itself as an online byggemarked (hardware and building materials store) selling 50,000+ products across seven top-level categories: Bolig (Home), Byggematerialer (Building materials), Have (Garden), Outdoor, Tøj (Clothing), Værktøj & Maskiner (Tools & Machines), and VVS (Plumbing). The assortment is multi-brand and horizontal, featuring recognizable third-party brands such as Gardena, Bosch, Segway Navimow, Stiga, Hikoki, Panadero, Coleman, Sevylor, TP Toys, and Westmann, covering everything from robot lawn mowers and garden tractors to wood-burning stoves, power tools, kayaks, children's outdoor play equipment, and plumbing supplies.
The business model is straightforward e-commerce resale: FriShop purchases from brand vendors and sells at retail prices to Danish end-customers, with margin generated through product markup, campaign-based promotions, and clearance sales. The company runs separate consumer (Privat) and business (Firma) storefronts, indicating an attempted dual-track GTM targeting both DIY homeowners and small-business/trade buyers. Marketing is conducted through email newsletters, social media, and on-site campaign landing pages, with no physical retail presence and no third-party marketplace distribution cited.
Operationally, FriShop is asset-light with 11–50 employees and no disclosed API, SDK, or proprietary technology stack. There is no evidence of in-house AI/ML capabilities, no disclosed funding rounds, no parent company, no M&A activity, and no publicly reported revenue. The competitive position rests on assortment breadth and convenience of a single Danish-language platform rather than on proprietary technology, exclusive supply, or scale economics.
FriShop firmographics
Firmographics- Name
- FriShop
- Legal name
- Camola ApS
- Website
- https://frishop.dk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FriShop is a Danish online retailer (Camola ApS) selling 50,000+ multi-brand home, garden, outdoor, tool, and building materials products to Danish consumers and small businesses through its own e-commerce storefront at frishop.dk.
- Ownership category
- akta.pro rank
FriShop industry classification
Industry- Product category
- Online Home Improvement & Building Materials Retail
- NAICS
- Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)
- akta.pro secondary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
Keywords
Where FriShop is headquartered
LocationHeadquarters
- HQ city
- Fredericia
- HQ country
- Denmark
- HQ region
- Europe
Markets served
FriShop business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Distribution channels1 record
Marketing channels2 records
FriShop product offering
Product offeringCore offering
FriShop is a Danish online store (online byggemarked) selling more than 50,000 home and garden products, including building materials, garden equipment, outdoor recreation goods, tools and machines, plumbing supplies, and heating products. It resells multi-brand items from manufacturers such as Gardena, Segway Navimow, Panadero, Bosch, Stiga, Hikoki, Coleman, TP Toys, Sevylor and XQMax to both private consumers (Privat) and business customers (Firma) in Denmark.
Product overview
FriShop is a Danish online hardware and building materials store (online byggemarked) offering a comprehensive range of products across multiple categories including home/garden equipment, outdoor recreation, power tools, plumbing supplies, and heating solutions. The product portfolio includes robot lawn mowers (Gardena, Segway Navimow), wood-burning stoves (Panadero EcoDesign), outdoor equipment (kayaks, bodyboards, camping gear), children's play equipment (TP Toys), garden machinery (Stiga, Bosch), and professional power tools (Hikoki). The store operates as a multi-brand e-commerce platform featuring both consumer and professional-grade products.
Differentiator
Problem solved
Functional benefit
Products and services
- Gardena Smart SILENO City 600 Lona Robotplæneklipper
Companies that use FriShop
Customer profileSegments1 record
Ideal customer profiles2 records
FriShop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FriShop partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights2 records
FriShop competitors and assessment
Company assessmentDirect peers
- Silvan: Major Danish DIY retailer with both stores and e-commerce covering building materials, garden, tools, and home — highly comparable to FriShop in core DIY/home categories and Danish consumer base.
- Jem & Fix: Danish DIY and home improvement chain with strong online presence selling tools, garden, building supplies, and household goods — directly comparable to FriShop on assortment, channel, and target customer.
- XL-Byg: Cooperative DIY and building materials retailer in Denmark with extensive online catalog spanning tools, garden, plumbing, and house goods — highly comparable to FriShop on assortment and Danish e-commerce positioning.
- Bauhaus Danmark: Danish arm of the European Bauhaus DIY/hardware chain, operating large-format stores plus online across tools, garden, building materials, and outdoor — directly competes with FriShop for DIY and trade buyers in Denmark.
- Bygma: Danish building materials and trade supplier with both pro and consumer channels, including e-commerce — directly comparable to FriShop on building materials, tools, and garden/construction supplies.
- Harald Nyborg: Large Danish hardware and home/garden retailer operating physical stores plus a substantial online storefront across building materials, tools, garden, and outdoor — the most direct domestic omnichannel competitor to FriShop's category breadth.
- Stark Danmark: Danish building materials specialist serving both professionals and consumers with strong online ordering — overlapping significantly with FriShop's Byggematerialer, Værktøj, and VVS categories.
Regional players
- Plantetorvet: Danish online garden center specializing in plants, garden equipment, and outdoor living — overlaps meaningfully with FriShop's Have and Outdoor categories from a category-specialist angle.
Emerging players
- Wehlers: Danish online-only hardware and home goods retailer — most directly comparable to FriShop in being a pure-play e-commerce DIY/home store competing primarily on price and assortment.
Broad incumbents
- ManoMano: European online marketplace specializing in DIY, home, and garden products with a Danish storefront — competes with FriShop across the same category mix from a much larger pan-European scale.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
FriShop social profiles
Digital presenceFriShop financial estimates
Financial estimateRevenue estimate
Valuation estimate
FriShop leadership team
Management profileNumber of profiles
FriShop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FriShop 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 FriShop
What does FriShop do?
FriShop is a Danish online store (online byggemarked) selling more than 50,000 home and garden products, including building materials, garden equipment, outdoor recreation goods, tools and machines, plumbing supplies, and heating products. It resells multi-brand items from manufacturers such as Gardena, Segway Navimow, Panadero, Bosch, Stiga, Hikoki, Coleman, TP Toys, Sevylor and XQMax to both private consumers (Privat) and business customers (Firma) in Denmark.
Is FriShop a public or private company?
FriShop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FriShop founded?
FriShop was founded in 2011. It employs 11 to 50 people.
Where is FriShop based?
FriShop is headquartered in Fredericia, Denmark, in the Europe region.
Who are FriShop's main competitors?
Direct peers on record are Silvan, Jem & Fix, XL-Byg, Bauhaus Danmark, Bygma, Harald Nyborg and Stark Danmark. Plantetorvet is listed as a regional player. Wehlers is listed as an emerging player. ManoMano is listed as a broad incumbent.
Does FriShop have an API?
No public API is recorded for FriShop.
What industry is FriShop in?
FriShop's product category is Online Home Improvement & Building Materials Retail. Its primary akta.pro industry code is CRAIAIAA, Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers), with a secondary code of CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers). Its NAICS code is 444 and its SIC code is 5200.