What P. Lindberg does

P. Lindberg A/S is a privately held Danish e-commerce company headquartered in Vejen, Denmark, that markets and sells a broad assortment of agricultural, forestry, ATV/UTV, livestock, workshop, and countryside lifestyle equipment. The company operates a self-service online storefront at p-lindberg.dk, organized into roughly ten top-level product groups including ATV and UTV vehicles (Linhai and Loncin brands), tractor implements, fencing and animal husbandry, stable and water-supply equipment, workshop power tools (Makita, Fartools), forestry equipment (Husqvarna and ECHO chainsaws, log splitters, wood chippers, sawmills), garden and household products, workwear and safety gear, and spare parts. Pricing is publicly listed per unit in Danish Kroner (DKK), ranging from roughly 35 DKK consumables (e.g., feed scoops) to 198,750 DKK for fully mounted Linhai UTV vehicles, with free shipping on orders over 2,500 DKK incl. VAT and next-day delivery on orders placed before 11:00.

The business model is direct-to-consumer retail across a horizontal customer base of professional farmers, hobby/rural lifestyle customers, and small contractors in Denmark. Revenue is generated primarily through one-time product sales, with the leasing program through Ikano Bank (financing from 15,000 DKK ex. VAT over 24-84 month contracts, insurance included) acting as a financing facilitator rather than a separate revenue stream for P. Lindberg. Distribution is via own e-commerce storefront for domestic Danish customers, with PostNord handling smaller parcels and Danske Fragtmænd handling larger machines; a dedicated export department extends sales to Greenland, the Faroe Islands, and other international destinations.

The company holds E-mærket and VET certifications, maintains social media presence on Facebook, YouTube, LinkedIn, and Instagram, and operates at a headcount of 51-100. It claims Denmark's largest ATV dealer position and has at least one identified subsidiary (LFS-KEMI A/S). No public revenue, ownership, or external investment data is disclosed, and the company has no AI/ML capabilities referenced in source materials.

Name

P. Lindberg

Legal name

P. Lindberg A/S

Website

https://p-lindberg.dk

Company type

Private

Founded year

1855

Operating status

Operating

Headcount range

51–100 employees

Short description

P. Lindberg is a privately held Danish e-commerce retailer selling agricultural, forestry, ATV/UTV, livestock, and workshop equipment directly to farmers, rural hobbyists, and small contractors across Denmark, with ancillary export to Greenland and the Faroe Islands.

Ownership category

akta.pro rank

Headquarters

HQ city

Vejen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: P. Lindberg generates revenue primarily through direct online sales of agricultural, forestry, and countryside equipment. Products range from ATV vehicles and tractor implements to livestock supplies, hand tools, and workwear. The company also offers leasing financing through Ikano Bank for higher-value equipment purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

P. Lindberg A/S is a Danish web and catalog retailer selling agricultural, ATV/UTV, tractor, forestry, workshop, fencing, livestock, garden, and workwear equipment directly to Danish farmers, hobby farmers, and rural lifestyle consumers through its own e-commerce storefront at p-lindberg.dk. The catalog aggregates third-party brands (Linhai, Loncin, Husqvarna, ECHO, Oleo-Mac, Makita, Fartools, Logosol, KNZ and others) across categories such as ATVs, tractor implements, livestock husbandry supplies, chainsaws, wood chippers, power tools, and safety clothing, supported by free shipping above 2,500 DKK and 14-day returns.

Product overview

P. Lindberg is a Danish e-commerce company and online retailer targeting rural lifestyle customers, operating as a single unified e-commerce platform offering a broad portfolio of agricultural, ATV, forestry, workshop, fencing, animal husbandry, garden, and clothing products. The offering is structured as a multi-category online store (not a single product) organized into the following main product groups: ATV vehicles and accessories (including the Linhai, Loncin, and Linhai UTV ATV brands sold as standalone vehicles with optional road registration services); Traktorredskaber (tractor implements and tractor equipment); Hegn, Mark & Dyrehold (fencing, drainage, and livestock management including cattle, pigs, horses, sheep/goats, poultry, and pest control); Staldudstyr (stable equipment including water supply systems with floats, solenoid valves, Hudson valves and drinking valves, feeding equipment, marking products, and animal care/pleje products); Værksted, Bygning & Anlæg (workshop tools including Makita and Fartools power tools, generators, air compressors, welding equipment, plumbing, construction equipment, and electrical articles); Hus & Have (garden machines, household items, leisure, pets, self-sufficiency, and snow removal); Skovudstyr (forestry equipment including chainsaws from Husqvarna/ECHO/Oleo-Mac, log splitters, wood chippers, stump grinders, sawmills, safety gear); Beklædning & Sikkerhed (clothing and safety equipment); Reservedele (spare parts for all categories); and services including leasing through Ikano Bank and expert buying guides.

Differentiator

Problem solved

Functional benefit

Products and services

• ATV vehicles (Linhai and Loncin ranges) All-terrain vehicles from Linhai (e.g., Linhai 650 Landforce T3B at 63,745 DKK, Linhai El LH80DA L7-e at 99,995 DKK) and Loncin (Loncin XWolf 550 T3A at 58,745 DKK), with various certifications for agricultural or road use; sold to farmers, hobby farmers, and rural residents for property work and transportation.
• UTV vehicles (Linhai 1100) Utility task vehicles in T1A certification, with or without enclosed cabin (e.g., Linhai 1100 UTV T1A with cabin at 198,750 DKK, with preparation at 138,745 DKK), aimed at property, agricultural, and forestry work.
• ATV implements and accessories Modular equipment designed to attach to ATV/UTV vehicles, including replacement engines, mini excavators, moss removers, harrows, flail mowers, snow plows, spreaders, and rollers; intended for property and grounds maintenance with ATV/UTV power units.
• ATV trailers and wagons Towed implements for ATV/UTV use — including collectors, forestry trailers, sprayer wagons, general-purpose trailers, and water wagons — for collecting debris, hauling forestry loads, spraying, and water transport on farms and rural properties.
• ATV road registration for goods transport Service enabling registration of T3-approved ATVs for goods transport on public roads, including license plates, priced at 3,370 DKK.
• Tractor implements (Traktorredskaber) Tractor-mounted implements including wood chippers, front loader attachments, forks and lifting gear, plow parts, PTO driveshaft arms, skidder winches, scraper blades, flail mowers, tractor snow plows, and cultivators, sold to professional farmers and hobby farmers for field, forestry, and snow-clearing operations.
• Forestry equipment — chainsaws (Motorsave) Chainsaws from Husqvarna (e.g., 562 XP II at 7,495 DKK), ECHO (CS-310ES to CS-4510ES), and Oleo-Mac (25.4cc–63.4cc) models ranging roughly 2,310–5,870 DKK, sold for forestry and property wood-cutting tasks.
• Log splitters (Brændekløvere) Log splitters and related chains for splitting firewood, sold to farmers, rural property owners, and forestry workers.
• Wood chippers (Flishuggere) Wood chipping machines available in petrol-driven and tractor-PTO-driven variants, for processing branches and wood debris into chips for gardens, farms, and forestry operations.
• Stump grinders (Stubfræsere) Stump grinder machines for mechanical removal of tree stumps, sold to landowners, farms, and forestry operators clearing plots.
• Sawmills (Savværk) Sawmill equipment including Logosol mobile sawmills, mini sawmills (50cm and 80cm capacity), guide rails (7ft/213cm), log carriage systems, saw blades, and extension tracks for on-site timber milling.
• Makita power tools (Elværktøj) Makita brand power tools sold under P. Lindberg's workshop category, including angle grinders (e.g., GA9020RF), 18V battery packs (9.0Ah and 12.0Ah), sabre saws, circular saws, and tool sets, typically priced 1,495–1,995 DKK.
• Fartools tools and machines Fartools branded tools and machines, including core drilling machines (CB2300S 2.3 kW, 2,500 DKK), cut-off saws (2 kW, 1,935 DKK), and grease guns for workshop and building use.
• P25 Emergency Power System (2 kW, battery-driven) Battery-driven portable emergency power station rated 2 kW with multiple outlets (2x 230V, 2x USB-A, 2x USB-C, 2x USB, 1x 12V), priced at 7,810 DKK for backup power on farms and rural properties.
• Fencing and animal husbandry supplies (Hegn & Dyrehold) Range covering fencing (apparatus, posts, wire, fencing tools), cattle care and stable equipment, pig farming supplies, horse care, pest control, poultry equipment, and sheep/goat supplies, sold to livestock keepers and smallholders across Denmark.
• Stable equipment and tools (Staldudstyr og Redskaber) Stable equipment and hand tools for cattle farming including wheelbarrows, muck scrapers, milking gloves, calf teats, buckets, shovels, handles, pallet trucks, milking aprons, and cattle feeding equipment.
• Water supply for cattle (Vandforsyning i Kostalden) Cattle water supply equipment including drinking troughs, drinking cups, float valves, pumps, swivels, and frost-free drinking equipment for tie-stall and loose-housing systems.
• Cattle feeding products (Fodring - Kvæg) Cattle feeding equipment and consumables: troughs, feeding bowls, feed carts, hay nets, fence feeders, mineral dispensers, lick stones, and supplementary feeding products for dairy and beef operations.
• Cattle care products (Pleje) Cattle care and welfare products: bandages, disinfection spray, calf hutches and blankets, hoof care, udder care, wound spray, cattle clippers, and milk warmers.
• Equipment leasing (in partnership with Ikano Bank) Leasing service for agricultural machinery, forestry equipment, and ATVs facilitated through a partnership with Ikano Bank, available for purchases from 15,000 DKK ex. VAT with contract terms of 24–84 months (2–7 years); 875 DKK contract setup fee; insurance included during the lease term.
• Workwear and safety equipment (Beklædning & Sikkerhed) Workwear, footwear, helmets, and safety gear for agricultural, forestry, workshop, and outdoor rural activities, sold across Denmark.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Jem & Fix: Danish low-price hardware chain offering tools, fasteners, and DIY supplies. Overlaps with P. Lindberg on basic hardware, hand tools, and small equipment, particularly for hobby farmers and rural homeowners.
• Danish Agro: Large Danish agricultural cooperative supplying farmers with inputs, machinery, and ag-related services. Overlaps with P. Lindberg on tractor implements, livestock supplies, and farm equipment, though it is more B2B-focused.
• Silvan: Danish hardware and garden retail chain selling tools, garden machines, fencing, and outdoor equipment. Overlaps with P. Lindberg on workshop tools, garden equipment, fencing, and small machinery.
• Bauhaus (Denmark): European DIY and workshop retailer with Danish stores selling tools, machines, garden equipment, and building supplies. Competes with P. Lindberg on workshop power tools, garden machinery, and workwear.
• Harald Nyborg: Danish discount hardware, tools, and home-improvement chain with a broad assortment of tools, machines, and outdoor products. Competes with P. Lindberg on power tools, garden machines, and DIY farm/countryside equipment at value price points.
• Bygma: Danish building materials and tools retailer. Partial overlap with P. Lindberg on workshop/construction tools, fencing materials, and contractor supplies, though Bygma is more construction-trade focused.

Direct peers

• Texas A/S: Danish country-living retailer offering clothing, footwear, and lifestyle goods for rural customers. Targets the same Danish countryside/hobby-farmer customer base as P. Lindberg and competes for share of rural discretionary spend.

Regional players

• Jula: Nordic DIY and equipment retailer (Swedish-origin) with Danish stores selling tools, machinery, garden, and farm-related products. Comparable assortment breadth to P. Lindberg but anchored in physical big-box retail across the Nordics.

Others

• Husqvarna (Denmark): Swedish outdoor power products manufacturer selling chainsaws, robotic mowers, and forestry equipment. P. Lindberg retails Husqvarna chainsaws while competing for the same end customers with its broader forestry/equipment offering.
• STIHL (Denmark direct/dealer network): German chainsaw and outdoor power tool manufacturer that sells through authorized dealers. Competes with P. Lindberg's forestry category; P. Lindberg stocks multiple chainsaw brands but is not an authorized STIHL dealer, making STIHL both a competitor and a complementary ecosystem player.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/plindbergdk
• Facebookfacebook.com/PLindbergDK
• LinkedInlinkedin.com/company/p.-lindberg
• Instagraminstagram.com/plindbergdk

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 P. Lindberg