Story House Egmont

What Story House Egmont does

Story House Egmont is a Scandinavian media house operating across three integrated business areas: Story House Media (magazines, books, comics, digital media, products, and events), Story House E-commerce (owned online retail platforms across five lifestyle categories: Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby), and Story House Agency (performance advertising, content creation, and social media services). Founded in 2016 as a subsidiary of the Egmont foundation, the company is headquartered in Copenhagen with offices in Oslo and Stockholm, employing between 251 and 500 staff. Its portfolio spans approximately 50 magazine titles (including ALT, Bonytt, Cafe, Hemmets Journal, KLIKK, Eurowoman, Euroman, Hjemmet, Gastro, and Vagabond) and owns iconic character IP including Bamse, AndersAnd (Danish Donald Duck), Fantomen (The Phantom), and Asterix.

The company monetizes through four primary revenue streams: recurring subscription and advertising revenue from media publishing, transactional revenue from owned e-commerce platforms (Jollyroom, RoyalDesign, Med24, Andlight), professional services and retainer fees from agency brands (Ingager, s360, StoryLab, Markedspartner, KlintbergNilehn) serving B2B advertisers, and character licensing fees from IP partnerships such as the 2026 AXA/Lantmännen collaboration for 'Bamse's Oat Rings.' Customer segments include general consumers (readers, e-commerce shoppers across the five lifestyle categories), B2B brands and advertisers seeking digital marketing services, and consumer product companies licensing character IP for co-branding initiatives. The company's stated technology stack combines consumer insights, data analytics, and creative technology across its business areas, though no specific AI/ML capabilities are publicly disclosed.

The company serves both B2C consumers across Denmark, Norway, and Sweden and B2B clients seeking integrated media, commerce, and agency solutions, with the Egmont foundation as parent providing strategic stability without external funding rounds. Recent strategic activity centers on monetizing the Bamse character's 60-year heritage through licensing partnerships, exemplified by the 2026 AXA co-branding deal in the Swedish food market.

Name

Story House Egmont

Legal name

Story House Egmont

Website

https://storyhouseegmont.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Story House Egmont is a Scandinavian media house operating media publishing, e-commerce platforms, and agency services across Denmark, Norway, and Sweden, monetizing a portfolio of approximately 50 magazine brands, four e-commerce platforms, and iconic character IP including Bamse.

Ownership category

akta.pro rank

Product category

Media Publishing and Consumer Commerce

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131), Home Furnishings Retailers (44912), Media Buying Agencies (541830)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home, Garden & DIY Magazines (MPAJAEAG)

akta.pro secondary industries

Food, Cooking & Beverage Magazines (MPAJAEAF), Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Media publishing services
• Digital magazine publishing
• Lifestyle e-commerce platforms
• Character licensing
• Digital marketing agency

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Media Publishing: Publishing magazines, books, comics, and digital media content to readers of all ages across European markets. Revenue generated from magazine sales, digital subscriptions, and content licensing.
2. E-commerce Platforms: Operating e-commerce businesses across five lifestyle categories: Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby. Revenue from product sales through owned e-commerce platforms.
3. Agency Services: Providing agency services including performance advertising, new-tech solutions, content creation, and social media management for brands. Revenue from professional services and retainer agreements.
4. Character Licensing: Licensing Bamse and other cartoon characters to consumer brands for product packaging and co-branding initiatives. Revenue from licensing fees and royalties.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Story House Egmont is a leading European media house that combines media, consumer insights, data, technology and creativity to deliver popular magazines, books, comics, digital media, e-commerce platforms (across Outdoor, Home & Interior, Health & Beauty, Parenting, Hobby) and top-level agency services (performance advertising, content, social media). The company also licenses owned character IP — most notably BAMSE — to consumer brands for co-branded product initiatives.

Product overview

Story House Egmont is a leading European media house operating across three main business areas: Story House Agency (digital marketing and brand services), Story House E-commerce (online retail platforms across Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby categories), and Story House Media (magazines, books, comics, digital media, products, and events). The company portfolio includes approximately 50 magazine and media brands including BAMSE, AndersAnd (Danish Donald Duck), Fantomen (The Phantom), Asterix, and various lifestyle publications, as well as e-commerce platforms like Jollyroom, Med24, RoyalDesign, and Andlight.

Differentiator

Problem solved

Functional benefit

Brands

• BAMSE: Popular Swedish comic character celebrating 60th anniversary in 2026
• Story House Agency
• Story House E-commerce
• AndersAnd
• Fantomen
• Asterix
• Jollyroom
• RoyalDesign
• Med24

Products and services

• Story House Media Entertainment, information and inspiration for readers of all ages delivered through magazines, books, comics, digital media, products and events. Portfolio spans ~50 brands including BAMSE, AndersAnd (Danish Donald Duck), Fantomen (The Phantom), Asterix, ALT, Bagaren och Kocken, Bonytt, Cafe, Hemmets Journal, KLIKK, Eurowoman, Euroman, Hjemmet, Gastro, Jollyroom, RoyalDesign, Med24, Andlight, and many others. Targets Scandinavian consumer audiences with multi-decade editorial brands.
• Story House E-commerce Owned e-commerce businesses that inspire and engage modern consumers across five lifestyle categories: Outdoor, Home & Interior, Health & Beauty, Parenting, and Hobby. Includes e-commerce brands such as Jollyroom (parenting), RoyalDesign (home & interior), Med24 (health), and Andlight (lighting). Targets consumers seeking curated lifestyle assortments online.
• Story House Agency Agency services enhancing brand presence in the digital arena, focused on performance advertising, new-tech, content creation, and social media marketing. Agency brand portfolio includes s360, Ingager, StoryLab, Markedspartner, and KlintbergNilehn. Targets B2B brands and advertisers seeking integrated digital marketing support.
• BAMSE Character Licensing Licensing of the BAMSE cartoon character — owned by Story House Egmont — to consumer brands for product packaging and co-branding initiatives. BAMSE is a popular Swedish cartoon character celebrating its 60th anniversary in 2026 and is a recognized IP for family-oriented FMCG brand collaborations.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AXA (Lantmännen Group)minorOEM/ Whitelabel/ Licensing Partner · 5 February 2026AXA, a brand within Lantmännen Group, has entered a licensing collaboration with Story House Egmont to use the Bamse cartoon character on its Natural Oat Rings product packaging. Starting in 2026, the product will be rebranded as 'Bamse's Oat Rings' to coincide with Bamse's 60th anniversary. The collaboration leverages Bamse's recognition among families to make the product more recognizable and appealing on store shelves. The rebranded product will retain the Swedish Food Agency's 'Nyckelhålsmärkt' nutrition label.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Schibsted: Schibsted is a Norwegian media and online classifieds group operating newspapers, digital media, and major Nordic marketplaces (Finn, Blocket). Comparable to Story House Egmont in operating both media publishing and consumer e-commerce/marketplaces across Scandinavia, though Schibsted is significantly larger and more diversified into classifieds.
• Bonnier Group: Bonnier is a Swedish family-owned media conglomerate operating newspapers, magazines, books, and film across the Nordics and internationally. Comparable to Story House Egmont as a major Scandinavian media group with magazine publishing at its core, though broader in scope (includes daily newspapers and film production) and larger in scale.

Direct peers

• Stampen Media: Stampen Media is a Swedish media group operating newspapers, digital media, and event businesses. Comparable to Story House Egmont's Media operations in Sweden, with shared Scandinavian market presence and multi-brand publishing strategy.
• JP/Politikens Hus: JP/Politikens Hus is a Danish media group publishing newspapers and magazines (including Politiken, Jyllands-Posten, and lifestyle titles), plus digital media and e-commerce. Direct peer to Story House Egmont's Media business given shared Danish heritage, magazine publishing focus, and overlapping lifestyle brand portfolio.
• Future plc: Future plc is a UK-listed media company that combines special-interest magazine brands, e-commerce, and audience data monetization. Closely mirrors Story House Egmont's diversified model of content-to-commerce conversion, with multiple enthusiast vertical brands monetized across advertising, subscriptions, and affiliated e-commerce.
• Immediate Media: Immediate Media is a UK-based special-interest magazine publisher with titles across food, lifestyle, parenting, and hobbies. Comparable to Story House Egmont's Media business in brand portfolio strategy (multiple specialist magazine titles) and target audience (family and lifestyle verticals).
• Aller Media: Aller Media is a leading Nordic media publisher headquartered in Denmark, operating magazines, digital media, and e-commerce across Scandinavia. Directly comparable to Story House Egmont as a Scandinavian multi-vertical media house with similar scale, geographic footprint (DK/SE/NO), and diversified revenue across publishing, digital, and commerce.
• NordicNest: NordicNest (formerly Scandinavian Design Center) is a Nordic e-commerce platform specializing in Scandinavian home and interior design products. Directly competes with RoyalDesign, Story House Egmont's home & interior e-commerce brand, in the same regional market and category.
• Babyshop: Babyshop is a Nordic online retailer specializing in premium children's and parenting products. Directly competes with Jollyroom, Story House Egmont's parenting e-commerce platform, in the same regional market and category vertical.

Regional players

• Amedia: Amedia is Norway's largest local newspaper and media publisher with digital subscription business. Comparable to Story House Egmont's Media operations in the Norwegian market, particularly NorskUkeblad, though primarily focused on local news rather than lifestyle magazines.

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/storyhouseegmont-dk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Story House Egmont