Pelican Self Storage
Pelican Self Storage is a Nordic self-storage operator with 40 centers across Denmark, Sweden and Finland, founded in 2009 by NREP and EREP, serving private individuals and SMBs with heated, secured storage units and integrated moving, insurance and trailer services.
- Company typePrivate
- Founded2009
- HeadquartersSkodsborg, Denmark
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Pelican Self Storage does
Pelican Self Storage, legally PELICAN DENMARK HOLDING ApS (CVR 32159699), is a Nordic self-storage operator founded in 2009 by Nordic Real Estate Partners (NREP) and Evergreen Real Estate Partners (EREP). The company rents physical storage space to private individuals and commercial customers across 40 centers in Denmark, Sweden and Finland, with 13 of those concentrated in the Copenhagen metropolitan area and North Zealand. Its core products range from lockers (~0.75 m2) and standard units (1-50 m2) to drive-up units (13-270 m2), showrooms (75-160 m2), XL storage, storage rooms with garage doors, and Pelican Industrial premium business premises (87-200 sqm in Farum). Supporting technology is conventional facility infrastructure: temperature-controlled units, 24/7 video surveillance, alarm and personal access control systems, and the MyPelican online customer portal for bookings and account management.
The business is asset-heavy and operationally straightforward. Revenue is predominantly monthly recurring subscription income from unit rentals, with incremental streams from setup fees, key/lock fees, late-payment reminders, optional storage insurance underwritten by Amica/AXA, moving services (Express-Flyt partnership at 949 DKK/hour with up to 20% Pelican customer discount), free trailer rental (FreeTrailer partnership), and sale of moving accessories. Standard pricing begins at DKK 200/month promotional (DKK 399/month list) for a 1 m2 heated unit; premium commercial space starts at SEK 8,700/month. Customer segments are horizontally split between private individuals (moving, renovation, study abroad, seasonal storage) and SMB/commercial customers (inventory, light industrial, showroom, office hotel).
Go-to-market is direct-to-consumer and digital-first, with self-serve online booking, phone support, and in-person guided tours across staffed locations. Marketing is built around life-transition content (moving, renovation, going abroad) delivered through SEO, blog/website content, email, and partner referrals. Pelican is privately held, headquartered in Skodsborg (Virum), Denmark, with 51-100 employees, and remains associated with its NREP/EREP founding sponsors.
Pelican Self Storage firmographics
Firmographics- Name
- Pelican Self Storage
- Legal name
- PELICAN DENMARK HOLDING ApS
- Website
- https://pelican.dk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pelican Self Storage is a Nordic self-storage operator with 40 centers across Denmark, Sweden and Finland, founded in 2009 by NREP and EREP, serving private individuals and SMBs with heated, secured storage units and integrated moving, insurance and trailer services.
- Ownership category
- akta.pro rank
Pelican Self Storage industry classification
Industry- Product category
- Self-Storage Services
- NAICS
- Lessors of Miniwarehouses and Self-Storage Units (531130)
- SIC
- Public Warehousing & Storage (4220)
- akta.pro primary industry
- Climate-Controlled Self-Storage (HSAKAGAA)
- akta.pro secondary industries
- Self-Storage Facility Management & Operations (Third-Party Managed) (HSAKAGAI), Business & Commercial Self-Storage (Inventory/Records) (HSAKAGAD), Residential Full-Service Storage (HSAKAHAA), Storage Insurance (Self-Storage Unit Contents Coverage) (HSAKANAF)
Keywords
Where Pelican Self Storage is headquartered
LocationHeadquarters
- HQ city
- Skodsborg
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
Pelican Self Storage business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Infrastructure, Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Storage Unit Rental: Monthly recurring subscription revenue from renting self-storage units to private and business customers. Units range from 0.5m2 to 270m2. Rent is payable monthly in advance.
- Moving Services: Revenue from partnership with Express-Flyt providing professional moving services at 949 DKK/hour with Pelican customer discounts.
- Insurance Services: Insurance coverage offered to customers for stored belongings, providing additional revenue stream.
- Ancillary Fees: Setup fees (150 kr.), key/lock fees (149 kr.), and reminder fees for late payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 1m² Heated Unit - Entry Level |
| Subscription | Monthly | Standard Storage Units (1m² - 18m²) |
| Subscription | Monthly | Premium Business Premises in Farum |
| Unit Pricing | Pay-as-you-go | Moving Service |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Pelican Self Storage product offering
Product offeringCore offering
Pelican Self Storage rents temperature-controlled, secure self-storage units ranging from 0.5 m² lockers to 270 m² drive-up and XL units, primarily in the Copenhagen metropolitan area. It serves both private customers (life-transition storage during moves, renovations, or travel abroad) and business customers (inventory, warehouse, light-industrial, showroom, and office-hotel space). The offering is bundled with add-on services such as professional moving (Express-Flyt), free trailer rental, moving accessories, and storage insurance coverage.
Product overview
Pelican Self Storage operates as a self-storage platform offering a comprehensive range of storage solutions for both private and commercial customers across Denmark, Sweden, and Finland. The core offering consists of Standard Storage Units (1-50 m²), Drive-Up Units (13-270 m²), Showrooms (75-160 m²), and Premium Business Premises in Farum (87-200 sqm). Additional services include Lockers/Cabinets for small items, Parking Spaces, Office Hotel in Gladsaxe, and Storage Rooms with Garage Door and XL Storage for specialized business needs. The platform also provides integrated add-on services: Moving Service via Express-Flyt partnership, Free Trailer Rental, Moving Accessories (boxes, bubble wrap, tape), and Storage Insurance (Amica/AXA coverage with no deductible). A customer portal called MyPelican enables self-service management. The company operates 40 centers across the Nordic region, primarily concentrated in Copenhagen and North Zealand.
Differentiator
Problem solved
Functional benefit
Brands
- Pelican Industrial: Industrial and commercial storage solutions including premium business premises, storage rooms with garage doors, XL storage, and showrooms.
Products and services
- Standard Storage Units Dry, secure, wall-to-wall carpeted, temperature-controlled storage units with minimum 2.7 m height, available from 1 m² to 50 m², for private and business customers needing year-round storage.
- Drive-Up Units
- Showrooms
- Premium Business Premises (Farum)
- Storage Rooms with Garage Door
- XL Storage
- Lockers/Cabinets
- Parking Spaces
- Office Hotel (Gladsaxe)
- Moving Service (Express-Flyt Partnership)
- Free Trailer Rental
- Moving Accessories
- Storage Insurance
Quantifiable outcome
- Access hours 05:30-22:00 daily
- +2 more outcomes
Companies that use Pelican Self Storage
Customer profileSegments4 records
Ideal customer profiles3 records
Pelican Self Storage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pelican Self Storage partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Express-FlytcoreLong-standing partnership with Express-Flyt providing professional moving services to Pelican customers. Pelican customers receive up to 20% discount on moving services. Express-Flyt offers 23m³ moving vans with two movers at 949 DKK/hour with no hidden costs.
- FreeTrailerminorPartnership allowing Pelican customers to borrow trailers for free for up to 24 hours. Customers only need to provide their own tow bar. Available at all Pelican centers.
- Reason Global InsurancecoreInsurance policy written 100% for Amica (AXA Versicherung AG and Others), developed in collaboration with Reason Global Insurance, specialists in self-storage insurance. Provides comprehensive coverage with no deductible for stored belongings.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Pelican Self Storage competitors and assessment
Company assessmentRegional players
- Lokala Storage: Lokala is a Nordic self-storage brand focused on secondary Swedish markets, offering similar unit formats to private and business customers. While smaller and more regionally focused than Pelican, it competes in adjacent catchment areas and validates Nordic demand for the model.
- OKStorage (Nowaste): OKStorage is a Swedish self-storage operator with a network of facilities, targeting both private and business customers with similar product tiers. Overlap in Sweden operations makes it a direct regional competitive reference for Pelican's expansion.
Direct peers
- SSG Self Storage Group: Self Storage Group AB is a Swedish publicly listed self-storage operator with facilities across the Nordics, including temperature-controlled and standard units. Comparable operator scale, business model, and Nordic focus make it a direct read-across for Pelican's regional performance.
- Big Yellow Group: Big Yellow is a UK-listed self-storage REIT operating 100+ purpose-built, climate-controlled facilities. Its premium positioning and acquisition-led growth resemble Pelican's broader strategy, providing a useful public market comparator for Nordic unit economics.
- Safestore Holdings: Safestore is the UK's largest self-storage provider and a publicly listed European competitor with similar unit-format, climate-controlled, and subscription-based offerings. As a mature European operator, it provides useful benchmarks for occupancy, pricing, and margins relevant to Pelican.
- 24Storage: 24Storage is a leading Swedish self-storage chain with multiple locations concentrated in major Nordic cities, offering similarly sized heated/cold units to private and business customers. Geographic and product overlap with Pelican makes it one of the closest Nordic competitors.
- Shurgard Self Storage: Shurgard is Europe's largest publicly listed self-storage operator with 270+ facilities across 7 countries including Denmark and Sweden. Pelican's Nordic footprint, climate-controlled units, and direct-to-consumer model closely mirror Shurgard's value proposition, making it the most directly comparable public peer.
Broad incumbents
- CubeSmart: CubeSmart is a US-listed self-storage REIT with a tech-forward, customer-centric operating model including online booking and value-added services. While focused on North America, its subscription and value-add playbook parallels Pelican's MyPelican portal and insurance add-ons.
- Extra Space Storage: Extra Space Storage is a major US-listed self-storage REIT with extensive digital booking, insurance offerings, and tenant-service infrastructure. Comparable to Pelican in product breadth (units + insurance + digital portal), serving as a useful global benchmark for ancillary revenue strategy.
- Public Storage: Public Storage is the largest US self-storage REIT with thousands of facilities and a global benchmark for subscription-based storage economics. While geographic and regulatory differences exist, it offers the global template for unit pricing, occupancy management, and digital booking relevant to Pelican's strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pelican Self Storage social profiles
Digital presencePelican Self Storage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pelican Self Storage leadership team
Management profileNumber of profiles
Pelican Self Storage subsidiaries and ownership
Company hierarchySubsidiaries1 record
Pelican Self Storage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pelican Self Storage 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 Pelican Self Storage
What does Pelican Self Storage do?
Pelican Self Storage rents temperature-controlled, secure self-storage units ranging from 0.5 m² lockers to 270 m² drive-up and XL units, primarily in the Copenhagen metropolitan area. It serves both private customers (life-transition storage during moves, renovations, or travel abroad) and business customers (inventory, warehouse, light-industrial, showroom, and office-hotel space). The offering is bundled with add-on services such as professional moving (Express-Flyt), free trailer rental, moving accessories, and storage insurance coverage.
Is Pelican Self Storage a public or private company?
Pelican Self Storage is a private company. It is classified as private equity controlled and is currently operating.
When was Pelican Self Storage founded?
Pelican Self Storage was founded in 2009. It employs 51 to 100 people.
Where is Pelican Self Storage based?
Pelican Self Storage is headquartered in Skodsborg, Denmark, in the Europe region.
How does Pelican Self Storage make money?
Four revenue lines are on record. Storage Unit Rental is the primary driver. The others are moving Services, insurance Services and ancillary Fees.
Who are Pelican Self Storage's main competitors?
Regional players on record are Lokala Storage and OKStorage (Nowaste). Direct peers are SSG Self Storage Group, Big Yellow Group, Safestore Holdings, 24Storage and Shurgard Self Storage. Broad incumbents are CubeSmart, Extra Space Storage and Public Storage.
Does Pelican Self Storage have an API?
No public API is recorded for Pelican Self Storage.
What industry is Pelican Self Storage in?
Pelican Self Storage's product category is Self-Storage Services. Its primary akta.pro industry code is HSAKAGAA, Climate-Controlled Self-Storage, with a secondary code of HSAKAGAI, Self-Storage Facility Management & Operations (Third-Party Managed). Its NAICS code is 531130 and its SIC code is 4220.