What VVS does

VVS.dk ApS is a privately held Danish e-commerce retailer (CVR 32829589) founded in 2010 and headquartered at Blokken 69, 3460 Birkerød, North Zealand, Denmark. The company operates a single direct-to-consumer online storefront at vvs.dk selling VVS products — Danish terminology covering plumbing (Vand, Varme, Sanitet), heating, drainage, and ventilation — to a primarily Danish customer base. Its catalog spans more than 20 product categories including bathroom fixtures, kitchen sinks and taps, pipes and fittings (PEX, copper, stainless steel, press systems from Geberit, Viega, Uponor, Wavin, Roth), drainage and sewage, heating systems and radiators, gutters, tools, water supply, valves and taps, ventilation, lighting (Nordlux), solar cells, EV chargers, garden and landscape products, spare parts, and protective equipment. Authorized brands include Ifö, Grohe, Gustavsberg, Vola, Hansgrohe, Blanco, Megatherm, Duravit, Geberit, Villeroy & Boch, Laufen, and Nordlux.

The business runs on a standard e-commerce platform comprising an online catalog, shopping cart, and order management system, with no public APIs, no mobile app, no documented AI capabilities, and no proprietary technology beyond templated e-commerce functionality. Revenue is generated entirely through transactional, one-time product sales at unit-based pricing denominated in Danish Kroner, with optional local payment methods such as MobilePay and ViaBill alongside Visa/Mastercard. Marketing relies on organic search and direct website traffic, supplemented by phone and email customer service (71 746 746, [email protected]). The primary go-to-market motion is product-led growth targeting two segments: homeowners and DIY consumers undertaking renovations or repairs (primary), and professional plumbers and heating technicians (secondary). The company positions itself on assortment breadth, 'lowest prices on the market' pricing, 15+ years of brand presence, fast delivery, and compliance with Danish consumer protection rules including guarantees, returns, and refunds. The company is 100% Danish-owned with no disclosed external investors, parent company, subsidiaries, M&A activity, or leadership team publicly listed.

Name

VVS

Legal name

VVS.dk ApS

Website

https://vvs.dk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

VVS.dk is a Danish e-commerce retailer founded in 2010 that sells plumbing, heating, ventilation, drainage, kitchen, and bathroom products online to homeowners, DIY consumers, and professional tradespeople across Denmark, operating from a single direct-to-consumer storefront at vvs.dk.

Ownership category

akta.pro rank

Product category

Online Plumbing and Heating Retail

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)

akta.pro secondary industries

Drainage, Waste & Vent (DWV) Systems & Components (IMADALAE), Plumbing & Building Drain/Waste/Vent (DWV) Pipe & Fittings (IMANADAG)

Keywords

• Plumbing supplies online
• Heating products retail
• Bathroom fixtures ecommerce
• Drainage and sewage
• VVS danish webshop

Headquarters

HQ city

Birkerød

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: VVS.dk generates revenue through direct retail sales of VVS (plumbing and heating) products to consumers. The company sells a wide range of products including bathroom fixtures, kitchen equipment, pipes and fittings, drainage solutions, heating systems, gutters, and tools. Products are sold at discounted prices with free shipping thresholds implied. Revenue is transactional, one-time per sale.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

VVS.dk operates a direct-to-consumer e-commerce webshop based in Birkerød, Denmark, selling VVS (plumbing, heating, and ventilation) products across more than 20 categories including bathrooms, kitchens, pipes and fittings, drainage, heating systems, gutters, tools, and protective equipment. The platform offers branded products from manufacturers such as Ifö, Grohe, Gustavsberg, Hansgrohe, Vola, Duravit, Geberit, and Blanco to homeowners undertaking DIY projects and to professional plumbers and heating technicians throughout Denmark.

Product overview

VVS.dk is a Danish B2C/B2B e-commerce platform specializing in VVS (plumbing, heating, and ventilation) products. The offering comprises multiple interconnected product categories: Bathroom (Bad) with toilets, bidets, washbasins, faucets, bathtubs, and bathroom furniture; Kitchen (Køkken) with sinks, faucets, and accessories; Pipes & Fittings (Rør & Fittings) including PEX, copper, stainless steel, and various press systems; Drainage & Sewage (Afløb & Kloak); Heating & Climate (Varme & Klima) with radiators, heat pumps, underfloor heating (Megatherm), and district heating; Gutters (Tagrender); Tools (Værktøj); Water Supply; Valves & Taps; Lighting; EV Chargers; Solar Cells; and Garden products. The company sells major brands including Ifö, Grohe, Gustavsberg, Vola, Hansgrohe, Blanco, Megatherm, Duravit, Geberit, Villeroy & Boch, Laufen, Nordlux, and others. It operates as a single e-commerce platform with no modules, APIs, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Badeværelse (Bathroom) products Complete bathroom product range including toilets, bidets, washbasins, faucets and armature fittings, bathroom furniture, bathtubs, bathtub fittings, shower systems, shower enclosures, mirrors and mirror cabinets, towel dryers, and bathroom lighting, sourced from brands such as Ifö, Gustavsberg, Duravit, Villeroy & Boch, Geberit, Grohe, and Hansgrohe. Sold to Danish homeowners renovating bathrooms and to professional plumbers handling bathroom installations.
• Køkken (Kitchen) products Kitchen faucets, kitchen sinks, sink accessories and spare parts, rinsing bowls, kitchen grinders, drain hoses, connection hoses, waste systems, exhaust hoods, and soap dispensers, sourced primarily from Blanco and Thermex. Marketed to consumers renovating kitchens and to professional kitchen fitters across Denmark.
• Rør & Fittings (Pipes & Fittings) Extensive range of plumbing pipes and fittings including valves and taps, PEX fittings, Conex compression fittings, copper/solder fittings, galvanized, black, stainless steel and brass fittings, Mapress Geberit fittings, Sanpress Inox stainless steel, Profipress copper, Viega Prestabo zinc-plated steel, Uponor Press, ROTH Press, Mepla Press, Tigris Wavin Press, Primofit fittings, red brass, Ijoint/Isiflo fittings, welded pipes and fittings, PE/PEM pipes, gas fittings/pipes, junction boxes, rosettes, flanges, Calpex district heating, Turbopress, Alupex pipes from Wavin and Uponor, pipe clamps, threaded pipes, and round steel pipes. Targeted at professional installers and advanced DIY consumers.
• Afløb & Kloak (Drainage & Sewage) products Drainage and sewage product line covering water supply fittings, drains and P-traps, sewer pipes, PVC pipes and fittings, sewer fittings, drain pipes and accessories, Blücher acid-resistant pipes, sound-dampening pipes, drainage pipes, tapping/connections, Blücher roof drains, Blücher Waterline channels and grates, wells/chambers, sewer covers and frames, top rings, sewer cleaners, drainage/sump pumps, infiltration systems (faskiner), linear drains, standard floor drains including Unidrain, Wavin Sitech, infiltration plants, renovation couplings, rat protection, and wastewater pumps.
• Varme & Klima (Heating & Climate) products Heating and climate product line including ventilation, exhaust solutions, biomass boilers, connection hoses, expansion vessels, electric radiators, district heating units, Gabotherm pipe panels, gas boilers (Baxi, Bosch, Vaillant), underfloor heating systems, insulation, boilers and heating systems, air vents, heat meters, pressure gauges and thermometers, pumps, radiators (Purmo, Jaga, Adax, Stelrad), radiator valves and thermostats, safety valves, Bosch EasyControl CT200, strainers, temperature controls, heat pumps and accessories, heat exchangers (Danfoss), and hot water tanks.
• Tagrender (Gutters) Gutter systems including Plastmo plastic gutters, zinc gutters, copper gutters, Lindab Rainline gutters, Plastmo steel plus gutters, gutter brackets, hinge pins, and gutter accessories. Targeted at homeowners and roofers / facade contractors.
• Værktøj (Tools) Tools and equipment assortment including power tools / battery tools, hand tools, garden equipment, electrician tools, painter tools, mason tools, clothing and safety equipment, asphalt products, chemicals / clips and masking, paver equipment, diamond tools, pumps / hoses / accessories, pipe press tools and soldering, accessories / spare parts, garden and landscape equipment, brackets and fasteners, cleaning and service cart articles, and winter tools.
• Belysning (Lighting) Indoor and outdoor lighting products including bathroom lighting, from brands such as Nordlux. Sold to consumers renovating bathrooms and homeowners generally.
• Solceller (Solar Cells) Solar cell products and solar energy systems for Danish residential and small commercial buyers seeking renewable energy solutions.
• Ladestander til EL-biler (EV Chargers) Electric vehicle charging stations targeted at Danish homeowners and small businesses installing EV charging infrastructure at residential or commercial premises.
• Have og Landskab (Garden and Landscape) products Garden and landscape products sold alongside VVS equipment to Danish homeowners for outdoor property maintenance and improvement.
• Reservedele (Spare Parts) Spare parts for VVS (plumbing, heating, sanitary) products. Targeted at homeowners performing repairs and at service technicians requiring replacement parts for installed equipment.
• Værnemidler (Protective Equipment) Protective equipment including dust masks, face masks, and hand sanitizer for installation and renovation work. Sold to professional tradespeople and DIY consumers.
• El artikler (Electrical Articles) Electrical articles and pipe materials sold alongside VVS equipment to support installation and renovation projects in Denmark.
• Megatherm Gulvvarme (Underfloor Heating) Megatherm-branded wireless underfloor heating product line, including Megatherm Trådløs Gulvvarmepakke (wireless underfloor heating packages) and Megatherm Vilo circulation pumps (EEI class) plus accessories. Sold as a specific underfloor heating solution for residential renovation and new-build projects.

Segments2 records

Ideal customer profiles2 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 highlights4 records

Regional players

• Megaflis: Norwegian building materials and home improvement retailer with comparable VVS and renovation assortment; operates in the adjacent Nordic market rather than directly competing in Denmark but offers a relevant comparable for Nordic e-commerce and category expansion benchmarking.

Direct peers

• Bad & VVS: Danish online VVS retailer carrying bathroom fixtures, pipes, fittings, and heating products from comparable premium brands, directly overlapping VVS.dk's assortment and target audience.
• VVS-eksperten: Danish online VVS and bathroom specialist retailer offering comparable branded fixtures, pipes, and heating products to both DIY consumers and professional installers.
• BilligVVS: Danish online retailer specializing in discounted VVS (plumbing, heating, and bathroom) products with a similar price-led e-commerce model targeting Danish DIY consumers and tradespeople.

Broad incumbents

• Harald Nyborg: Danish hardware and home supply discounter with physical stores plus online catalog covering plumbing, tools, and household products; price-led competitor with broader non-VVS assortment.
• Silvan: Major Danish DIY and home improvement chain carrying plumbing, heating, tools, and bathroom products; broader portfolio than VVS.dk but overlapping on core VVS categories with both store and online presence.
• Jem & Fix: Danish discount hardware and home supply chain with value-positioned plumbing, tools, and household products; competes with VVS.dk on price-sensitive VVS basics and basic fittings.
• Bauhaus Danmark: Large Danish home improvement chain with extensive VVS, bathroom, and heating assortment across physical stores and online; competes with VVS.dk on category breadth and brand depth, with the advantage of physical retail for installation-driven customers.
• XL-BYG: Danish building materials and home improvement retailer group serving both professional tradespeople and consumers with strong VVS and plumbing assortment; key competitor on the professional/prosumer segment VVS.dk targets.
• Biltema: Nordic discount retailer with a growing Danish assortment of plumbing, tools, and home improvement products; competes on price across basic VVS categories though with shallower premium-brand depth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/VVSdk
• LinkedInlinkedin.com/company/vvs.dk-aps

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 VVS