What BilligVVS does

BilligVVS.dk A/S is a Danish e-commerce retailer of VVS (plumbing, heating, sanitary) and adjacent home-improvement products, operating at billigvvs.dk and serving both consumers (homeowners and DIY) and tradespeople across Denmark. The platform lists 45,000+ SKUs across six categories — Bathroom (20,914 products), Kitchen (3,034), Technical Installations (11,294), House & Garden (3,893), Lamps & Electrical (14,125), and Tools — from approximately 200+ brands including Grohe, Hansgrohe, Quooker, Geberit, Duravit, Ifö, Wavin, and Damixa. The brand name itself encodes the pricing strategy ("Billig" = cheap/affordable in Danish), reinforced by aggressive promotional mechanics including a 2026 birthday sale with thousands of discounted items, tiered 'God pris' (good price) labels, and a 39 DKK standard shipping fee.

Underlying the storefront is a set of distinctive capabilities: an AI-powered visualization tool (AI Visualisering) launched in 2026 that generates photorealistic composite images of products placed in a customer's uploaded room photo; a tips & guides content library supporting organic SEO acquisition; and physical showroom concepts — Bo Bedre Bedst (Ishøj and Kongens Lyngby, offering 3D drawings and bookable interior design consultations) and Greenline (Maribo, lamps and electrical only) — supporting click-and-collect and in-person advisory. The company holds a 4.7/5 customer review rating and is E-mærket (Danish e-commerce certified). The corporate entity is a private Danish A/S (CVR 58210617) registered at Brovejen 10, 4930 Maribo, with the listed parent Brødrene A&O Johansen A/S (Albertslund, Denmark) acting as the registered website owner and operational back-office. No public funding rounds, M&A, or disclosed revenue figures are present in the source data.

Name

BilligVVS

Legal name

BilligVVS.dk A/S

Website

https://billigvvs.dk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

BilligVVS.dk A/S is a Danish e-commerce retailer selling 45,000+ plumbing, heating, kitchen, lighting, and home-hardware SKUs from ~200+ brands to consumers and tradespeople across Denmark, supplemented by AI product visualization and three physical showrooms.

Ownership category

akta.pro rank

Product category

Plumbing & Heating Retail

NAICS

Building Material and Supplies Dealers (4441), Hardware Retailers (44414)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Drainage, Waste & Vent (DWV) Systems & Components (IMADALAE)

akta.pro secondary industry

Plumbing & Building Drain/Waste/Vent (DWV) Pipe & Fittings (IMANADAG)

Keywords

• Plumbing fixtures retail
• Bathroom sanitary retail
• Heating systems retail
• Home improvement retail
• Lighting electrical retail

Headquarters

HQ city

Egå

HQ country

Denmark

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2C & B2B): BilligVVS generates revenue through the direct sale of VVS (plumbing, heating, and sanitary) products, kitchen equipment, lighting, and home hardware to consumers and professionals via its e-commerce platform. Products are sold at competitive prices with delivery fees added per order.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

BilligVVS is a Danish e-commerce retailer of VVS (plumbing, heating, and sanitary) products, kitchen fixtures, lighting, and home improvement goods, offering 45,000+ SKUs across bathroom, kitchen, technical installations, house & garden, lamps & electrical, and tools categories. The company sells branded products from manufacturers such as Grohe, Hansgrohe, Quooker, Geberit, Duravit, Ifö, Wavin, and Damixa to consumers and tradespeople across Denmark via its online platform billigvvs.dk, with nationwide delivery and physical showrooms (Bo Bedre Bedst, Greenline) for in-person consultation, 3D drawings, and click-and-collect.

Product overview

BilligVVS is an online VVS (plumbing, heating, and electrical) retailer operated by Brødrene A&O Johansen A/S. The offering is organized as a unified e-commerce platform with multiple product categories: Badeværelse (bathroom products including toilets, sinks, faucets, showers, bathtubs, and bathroom furniture), Køkken (kitchen products including kitchen faucets, sinks, and Quooker boiling water taps), Tekniske installationer (technical installations including heating, floor heating, heat pumps, ventilation, water treatment, pipes, and drains), Hus & Have (house and garden products including roofing, drainage, alarms, and smart home), and Lamper & El (lighting and electrical products). The portfolio includes over 45,000 products from approximately 200+ brands including Grohe, Hansgrohe, Quooker, Geberit, Duravit, Ifö, Wavin, and Damixa. The company differentiates through AI Visualisering (AI-powered product visualization allowing customers to preview products in their home), Bo Bedre Bedst physical showrooms for in-person consultation and 3D drawings, and a specialized VVS ordbog (dictionary) for customer education. The platform does not offer a public API for developer integrations.

Differentiator

Problem solved

Functional benefit

Brands

• Bo Bedre Bedst: Showroom concept offering bathroom and interior design consultation and inspiration for renovation projects.
• Greenline

Products and services

• Badeværelse (Bathroom Products) Comprehensive range of bathroom fixtures and furniture including toilets, sinks, faucets, shower systems, bathtubs, mirrors, bathroom furniture, and accessories.
• Køkken (Kitchen Products) Kitchen products including kitchen faucets, kitchen sinks, boiling water taps, waste disposers, and kitchen accessories from brands like Grohe, Hansgrohe, Quooker, and Damixa.
• Tekniske installationer (Technical Installations) Technical installation products including heating systems, floor heating, radiators, heat pumps, ventilation, water treatment, pipes, fittings, and drains.
• Hus & Have (House & Garden) Home and garden products including roof gutters, drainage systems, garden equipment, home alarms, smart home electronics, and rainwater management solutions.
• Lamper & El (Lamps & Electrical) Lighting and electrical products including lamps, spots, light bulbs, lamp accessories, panel materials, cables, and electrical installations.
• Værktøj & udstyr (Tools & Equipment) Tools and equipment for VVS installation and home improvement projects.
• AI Visualisering (AI Visualization) AI-powered product visualization tool allowing customers to place VVS products digitally in their home using their tablet or phone, generating realistic images to preview products before purchase. Free users get 2 visualizations per day; logged-in users get 10 per day.
• Bo Bedre Bedst Showrooms Physical showrooms under the Bo Bedre Bedst brand where customers can experience products, receive expert consultation, book meetings with interior design experts, and explore 3D drawings of their renovation projects.

Quantifiable outcome

• 45,000+ products available on the platform

Named customers1 record

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

Feature1 record

Partnerships

One partnership is on record.

• Brødrene A&O Johansen A/Sparent companyOthersBilligVVS.dk is operated and owned by Brødrene A&O Johansen A/S, headquartered at Rørvang 3, 2620 Albertslund, Denmark. The parent company manages the website, data processing, cookies, and overall business operations for the BilligVVS brand.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Harald Nyborg: Danish discount hardware chain operating nationwide stores plus e-commerce, with a strong focus on low-price positioning across tools, hardware, lighting, VVS, and home products. Closely comparable value proposition to BilligVVS's 'Billig' pricing strategy.
• Jem & Fix: Danish discount hardware and home improvement retailer with a nationwide chain of stores plus online sales. Highly comparable low-price positioning, broad assortment of VVS, electrical, lighting, and tools, and a similar focus on serving both DIY consumers and tradespeople.
• Stark: Danish building materials and VVS retailer serving both professional tradespeople and DIY consumers with physical stores and e-commerce. Highly comparable product mix in plumbing, heating, and technical installations, with similar trade and consumer dual-segment targeting.
• Silvan: One of Denmark's largest DIY and home improvement retail chains, selling VVS, kitchen, lighting, and garden products through both physical stores and a national e-commerce platform. Direct overlap with BilligVVS across the full home renovation category, serving the same Danish consumer and professional segments.
• Davidsen: Family-owned Danish building materials and home improvement retailer with multiple physical locations plus e-commerce. Directly competes with BilligVVS across VVS, tools, kitchen, garden, and lighting categories for both consumers and professionals.
• XL-BYG: Danish cooperative of independent hardware and building materials retailers operating under the XL-BYG and BYGMA brands. Competes directly with BilligVVS in VVS, tools, and home improvement categories for both consumers and professional tradespeople nationwide.
• Würtz: Danish specialist plumbing and VVS retailer with a long heritage, offering branded products (Grohe, Hansgrohe, etc.) via showroom and online channels. Highly comparable in VVS category focus and serves overlapping consumer and professional renovation segments.
• Bauhaus (Denmark): Danish arm of the European Bauhaus home improvement chain, operating large-format stores plus e-commerce across VVS, tools, lighting, kitchen, and garden. Comparable omnichannel model, broad SKU coverage, and competitive pricing — a primary direct competitor to BilligVVS in the Danish market.
• 10-4.dk: Danish online-first hardware retailer offering VVS, electrical, tools, and home improvement products with nationwide delivery. Closely comparable pure-play e-commerce model and product mix, serving DIY consumers and tradespeople in the same Danish market.

Broad incumbents

• Brødrene A&O Johansen A/S (AO): Parent company of BilligVVS and a major publicly listed Danish technical wholesaler serving installers and tradespeople across VVS, plumbing, heating, and electrical. Operates a much broader B2B distribution model but shares category expertise and supplier relationships with BilligVVS, making it the closest incumbent comparator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/billigvvs
• Facebookfacebook.com/billigvvs

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 BilligVVS