MultiLine
MultiLine A/S is a Danish B2B distributor of non-food consumer goods (paper, hygiene, packaging, kitchen, cleaning) across 25 categories, serving HoReCa, cleaning companies, wholesalers, and public sector customers in Denmark and the broader Nordic region. It is wholly owned by Bunzl plc.
- Company typePrivate
- Founded1977
- HeadquartersSorø, Denmark
- Headcount101–250
- GTM typeB2B
- OfferingServices
What MultiLine does
MultiLine A/S is a Danish B2B distributor of non-food consumer goods (paper, hygiene, packaging, kitchen and tableware, cleaning and waste, and miscellaneous supplies) operating across 25 product categories. The company serves professional customers in the HoReCa segment, cleaning services, wholesalers, catering businesses, and the Danish public sector (hospitals, institutions, government catering). MultiLine positions itself as a total supplier (totalleverandør), offering the market's broadest assortment with distribution reach across Denmark, Norway, Sweden, Greenland, Iceland, and the Faroe Islands from warehouse/office locations in Sorø and Randers.
The core operating technology is a B2B e-commerce webshop (butik.multiline.dk) powered by INTERSHOP, supplemented by a mobile application, multiple digital product catalogs, and direct sales channels (phone, email, account management). The platform requires customer registration to view pricing and place orders, with a stated onboarding window of 1-2 business days. MultiLine distributes branded professional product lines including Tork, Vileda Professional, WYPALL, Weck, and Zendium alongside its own assortment, and holds FSC, Bureau Veritas, and Great Place To Work certifications.
Revenue is generated primarily through one-time product sales across 25 categories with a transaction-based pricing model. Pricing is not publicly disclosed and requires login; the company applies free-delivery thresholds (DKK 1,750 for end users, DKK 4,950 for wholesalers), a DKK 95 freight fee below threshold, partial-carton and returns administration fees, and pass-through environmental/PPRW regulatory fees. MultiLine A/S is wholly owned by Bunzl plc, a FTSE 100-listed global distribution conglomerate with reported group revenue exceeding £9 billion across more than 30 countries.
MultiLine firmographics
Firmographics- Name
- MultiLine
- Legal name
- MultiLine A/S
- Website
- https://multiline.dk
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MultiLine A/S is a Danish B2B distributor of non-food consumer goods (paper, hygiene, packaging, kitchen, cleaning) across 25 categories, serving HoReCa, cleaning companies, wholesalers, and public sector customers in Denmark and the broader Nordic region. It is wholly owned by Bunzl plc.
- Ownership category
- akta.pro rank
MultiLine industry classification
Industry- Product category
- Wholesale Distribution (Non-Food Consumer Goods)
- NAICS
- Industrial Machinery and Equipment Merchant Wholesalers (423830)
- SIC
- Wholesale-Paper & Paper Products (5110), Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Broadline Foodservice Supplies Wholesale (AFAIALAA)
- akta.pro secondary industries
- Integrated 3PL + Broadline Foodservice Distributors (Warehousing, Pick/Pack, Last-Mile) (AFAIAAAL), Broadline Foodservice Distribution (CRAOABAA), Secondary & Multipack Packaging (IMALAHAB)
Keywords
Where MultiLine is headquartered
LocationHeadquarters
- HQ city
- Sorø
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
MultiLine business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: MultiLine generates revenue primarily through the sale of non-food consumer goods (forbrugsvarer) across 25 product categories to professional B2B customers. Products include paper & hygiene, packaging, kitchen/tableware, cleaning & waste, and miscellaneous supplies.
- Freight and Delivery Fees: Revenue generated from freight charges for orders below minimum thresholds. Orders under DKK 1,750 for end users or DKK 4,950 for wholesalers incur a DKK 95 freight and handling fee.
- Administrative Fees: Fees charged for various services including DKK 15 per opened carton for partial carton orders, DKK 95 administration fee for returns, and DKK 95 rykkergebyr (collection fee) for overdue balances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | End user (slutbruger) pricing with free delivery threshold |
| Transaction based/ take rate | Pay-as-you-go | Wholesaler (grossist) pricing with higher free delivery threshold |
| Transaction based/ take rate | Monthly | Payment terms and environmental fees |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
MultiLine product offering
Product offeringCore offering
MultiLine A/S is a total B2B distributor (totalleverandør) of non-food consumer goods, supplying professional customers across the Nordic region with paper and hygiene products, packaging solutions, kitchen and tableware equipment, cleaning and waste-management supplies, and a long-tail of miscellaneous operational consumables. Sales are executed through dedicated sales consultants, a 24/7 B2B webshop, telephone ordering, and email, with delivery from warehouses in Sorø and Randers.
Product overview
MultiLine A/S is a total supplier of non-food consumer goods (forbrugsvarer) operating in 25 product categories. The company operates primarily through its B2B e-commerce platform (butik.multiline.dk) powered by INTERSHOP, offering a comprehensive portfolio organized into five main product categories: Papir & Hygiejne (Paper & Hygiene), Emballage (Packaging), Køkken bord & service (Kitchen, Table & Service), Rengøring & affald (Cleaning & Waste), and Diverse. The product range includes professional hygiene systems (Tork), packaging solutions, kitchen equipment, cleaning products (Vileda Professional), and specialty items. MultiLine distributes various catalogs including the Hovedkatalog (Main Catalog), 652 ECO Katalog for sustainable products, and specialized kitchen equipment catalogs. The company serves private businesses (HoReCa, cleaning companies), foodservice & wholesalers, and the public sector (Denmark). MultiLine is owned by Bunzl plc and operates from locations in Sorø and Randers, Denmark.
Differentiator
Problem solved
Functional benefit
Products and services
- Paper & Hygiene (Papir & Hygiejne) Wiping paper (aftørringspapir), dispenser systems, personal hygiene products, and toilet systems supplied to professional B2B customers. Covers both hygiene consumables and the dispenser hardware used to dispense them.
- Packaging (Emballage) Comprehensive packaging solutions for professional buyers: printed packaging, aluminium packaging, bakery and wrapping articles, food packaging, take-away packaging, boxes and accessories, and pallets and accessories.
- Kitchen, Table & Service (Køkken, Bord & Service) Kitchen equipment and hardware, table settings, candles and accessories, and disposable serviceware for professional food-service operations.
- Cleaning & Waste (Rengøring & Affald) Cleaning agents, cleaning supplies, cleaning machines and carts, and waste systems, bags and sacks for professional cleaning operations. Includes cleaning robots and modern cleaning equipment supplied under partnership arrangements.
- Miscellaneous (Diverse) Catch-all category covering beverages and accessories, garden/house/road supplies, hotel articles, office supplies and furniture, hospital and nursing-care items, packaging machines, bags and film, and personal protective equipment (PPE).
- B2B Webshop (butik.multiline.dk) Password-protected e-commerce platform for professional customers to browse MultiLine's full assortment 24/7, with customer-account features including order history, favorites lists, quick ordering, and category-based navigation. Webshop access is provisioned within 2 business days of customer setup.
- MultiLine Brand Portfolio (Tork, Vileda Professional, WYPALL, WETWIPE, Zendium, Weck) Multi-brand professional assortment distributed by MultiLine: Tork hygiene and cleaning products with dispenser systems; Vileda Professional microfiber cloths, mops, cleaning carts, waste containers, and disposable gloves; WYPALL industrial wiping products; WETWIPE food-approved disposable disinfection wipes with 70% ethanol; Zendium oral-care products with enzyme formulations; Weck glass containers, jars, and sealing solutions.
- Main Product Catalog (Hovedkatalog) Comprehensive printed and digital product catalog providing an overview and inspiration across MultiLine's full assortment of non-food consumer goods for professional customers.
- ECO Catalog (652 ECO Katalog) Specialty catalog presenting MultiLine's range of eco-friendly and sustainable product alternatives for professional consumers, including FSC-certified items.
Quantifiable outcome
- Customer account setup within 1 business day for new customers
- +1 more outcomes
Companies that use MultiLine
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
MultiLine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MultiLine partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Forenede Service DanmarkcoreForenede Service Danmark has entered into a partnership agreement with MultiLine for cleaning machines and cleaning robots. This partnership provides Forenede Service with access to MultiLine's comprehensive range of professional cleaning equipment solutions.
- Bunzl GroupcoreMultiLine A/S is owned by Bunzl plc and is part of the Bunzl Group. Bunzl is an international leader in distribution of non-food consumer goods, active on 4 continents, represented in 32 countries with more than 250 distribution centers and over 22,000 employees (source from 2018 data).
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
MultiLine competitors and assessment
Company assessmentDirect peers
- Inapa: European paper merchant wholesaler distributing office paper, graphic paper, and packaging materials to professional buyers — overlapping with MultiLine's paper, hygiene, and packaging categories.
- Lyreco: European family-owned broadline distributor of workplace and foodservice supplies, serving B2B customers across multiple product categories — directly comparable to MultiLine's totalleverandør model across 25 categories and similar HoReCa/professional customer base.
- Antalis (KPP): European leader in paper and packaging distribution with a comparable assortment breadth of paper, hygiene, and packaging products, serving B2B customers including printers, retailers, and industrial buyers.
- IGEPA Group: European paper and packaging distribution group operating across multiple countries with a broad assortment model — comparable to MultiLine's multi-category Nordic distribution footprint.
Regional players
- Solar A/S: Danish-headquartered technical B2B distributor serving installers and contractors — overlapping as a fellow Danish B2B distribution company with similar mid-market reach, though focused on electrical and technical products rather than non-food supplies.
Broad incumbents
- TAKKT AG: European B2B specialty distribution group serving industrial and commercial customers through mail-order and online channels — comparable multi-country B2B distribution model with strong e-commerce orientation.
- Bunzl plc: MultiLine's FTSE 100 parent and a global distribution conglomerate spanning 30+ countries — directly comparable at the group level as a non-food consumer goods distributor, with overlap across categories and customers but operating at vastly greater scale.
- METRO AG: European foodservice and hospitality wholesaler serving HoReCa customers — overlapping with MultiLine's HoReCa and foodservice customer segments, though focused on food rather than non-food supplies.
- Staples Solutions: European B2B workplace and office supplies distributor serving business customers with broad assortment — comparable broadline distribution model to MultiLine, though more concentrated in office categories.
- Sysco Corporation: Global broadline foodservice distribution leader serving restaurants, healthcare, and hospitality — comparable customer base to MultiLine's HoReCa and public-sector segments, though primarily food-distribution-focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MultiLine social profiles
Digital presenceMultiLine compliance and trust
Trust signalCompliance3 records
MultiLine financial estimates
Financial estimateRevenue estimate
Valuation estimate
MultiLine leadership team
Management profileNumber of profiles
MultiLine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MultiLine 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 MultiLine
What does MultiLine do?
MultiLine A/S is a total B2B distributor (totalleverandør) of non-food consumer goods, supplying professional customers across the Nordic region with paper and hygiene products, packaging solutions, kitchen and tableware equipment, cleaning and waste-management supplies, and a long-tail of miscellaneous operational consumables. Sales are executed through dedicated sales consultants, a 24/7 B2B webshop, telephone ordering, and email, with delivery from warehouses in Sorø and Randers.
Is MultiLine a public or private company?
MultiLine is a private company. It is classified as corporate owned and is currently operating.
When was MultiLine founded?
MultiLine was founded in 1977. It employs 101 to 250 people.
Where is MultiLine based?
MultiLine is headquartered in Sorø, Denmark, in the Europe region.
How does MultiLine make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are freight and Delivery Fees and administrative Fees.
Who are MultiLine's main competitors?
Direct peers on record are Inapa, Lyreco, Antalis (KPP) and IGEPA Group. Solar A/S is listed as a regional player. Broad incumbents are TAKKT AG, Bunzl plc, METRO AG, Staples Solutions and Sysco Corporation.
Does MultiLine have an API?
No public API is recorded for MultiLine.
What industry is MultiLine in?
MultiLine's product category is Wholesale Distribution (Non-Food Consumer Goods). Its primary akta.pro industry code is AFAIALAA, Broadline Foodservice Supplies Wholesale, with a secondary code of AFAIAAAL, Integrated 3PL + Broadline Foodservice Distributors (Warehousing, Pick/Pack, Last-Mile). Its NAICS code is 423830 and its SIC code is 5110.