IN-STORE
IN-STORE A/S is a Danish B2B sales-promotion and merchandising firm, founded in 1995, providing nationwide in-store merchandising, brand activation, POS materials, sales-team outsourcing, marketing, and data services to enterprise FMCG and DIY brands across Denmark.
- Company typePrivate
- Founded1995
- HeadquartersHinnerup, Denmark
- Headcount101–250
- GTM typeB2B
- OfferingServices
What IN-STORE does
IN-STORE A/S is a Danish B2B sales-promotion and merchandising company founded in 1995 and headquartered in Hinnerup, Denmark. It operates as a wholly-owned subsidiary of TA-Logistics, the Andersen-family conglomerate that also controls Frode Laursen, and positions itself as the visible last-mile link in an integrated factory-to-store value chain. The company delivers a six-line service portfolio to enterprise FMCG, retail, and DIY brands across Denmark: full-service merchandising (shelf replenishment, planogram changes, store resets, audits), brand activation (in-store demos, sampling, event marketing), sales and recruitment (outsourced field-sales team building with HR, payroll, and compliance administration), marketing services (photography, video, graphic design, advertising), POS materials (design, production, storage, and distribution), and data & insights (Perfect Store measurement, campaign measurement, mystery shopping, and shopper insights).
Its technology stack centers on operational, not customer-facing, software: a digital field-reporting platform with real-time customer dashboards exposing KPIs, photographic documentation, and store/chain-level visibility updated daily; an IN-STORE mobile app (introduced 2020) that automates route planning and salary calculation for field staff; and a newly launched POS Portal (June 2025), co-developed with Frode Laursen, that lets consultants and sales representatives order POS materials with direct delivery to stores and inventory monitoring. These systems support 100,000+ store visits annually, equivalent to a new store entry roughly every five minutes.
Commercially, IN-STORE runs a sales-led B2B motion targeting enterprise brand owners, with services booked through dedicated website forms or direct phone contact, priced on a quote basis (not publicly disclosed), and executed via a deployed network of merchandisers, brand ambassadors, and demonstrators. Named customers include Red Bull, Unilever, MARS, Wasa, Nutella, Faxe Kondi, Sadolin, Danish Crown, and Biotex. The company is privately held, has no public listing, and operates solely within Denmark with no disclosed international expansion.
IN-STORE firmographics
Firmographics- Name
- IN-STORE
- Legal name
- IN-STORE A/S
- Website
- https://in-store.dk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- IN-STORE A/S is a Danish B2B sales-promotion and merchandising firm, founded in 1995, providing nationwide in-store merchandising, brand activation, POS materials, sales-team outsourcing, marketing, and data services to enterprise FMCG and DIY brands across Denmark.
- Ownership category
- akta.pro rank
IN-STORE industry classification
Industry- Product category
- Retail Marketing Services
- akta.pro primary industry
- Point-of-Sale (POS) & In-Store Promotion Services (BPAFAMAF)
Keywords
Where IN-STORE is headquartered
LocationHeadquarters
- HQ city
- Hinnerup
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
IN-STORE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Merchandising Services: Full-service merchandising operations including shelf stocking, display setup, planogram changes, store resets, and shelf audits. Services delivered nationwide through a network of field merchandisers.
- Brand Activation Services: In-store demonstrations, product sampling, guerrilla marketing, and event activation services. Includes planning, coordination with stores, POS materials, equipment, and comprehensive administration.
- Sales and Recruitment Services: Custom sales team building, recruitment, screening, hiring, onboarding, payroll administration, HR support, IT equipment, company cars, legal advisory, and GDPR compliance services.
- Marketing Services: Creative campaigns including professional photography, video production, graphic design, advertising, and web content for brand marketing initiatives.
- POS Materials: Design, production, storage, and distribution of Point of Sale materials including posters, banners, roll-ups, ellipses, pallet wraps, floor stickers, food trucks, demo tables, and printed materials.
- Data and Insights Services: Perfect Store measurements, campaign measurements, space measurements, mystery shopping, and shopper insights delivered through transparent reporting dashboards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Merchandiser Booking - Customized per task |
| Other | — | Demo/Sampling Services - Quote-based |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
IN-STORE product offering
Product offeringCore offering
IN-STORE A/S provides in-store merchandising, brand activation, sales and recruitment, marketing, POS materials, and data & insights services to FMCG, retail, and DIY brand owners across Denmark. Through a nationwide network of merchandisers, demonstrators, and brand ambassadors, the company executes more than 100,000 store visits annually, supporting clients such as Red Bull, Unilever, MARS, Wasa, Nutella, Danish Crown, and Sadolin in supermarkets, building markets, and gas stations.
Product overview
IN-STORE is a Danish sales promotion company for branded goods, established in 1995, offering a comprehensive suite of services: Merchandising, Brand Activation, Sales and Recruitment, Marketing, POS Materials, and Data & Insights. The offering operates as an integrated service portfolio supported by digital platforms including a POS portal for materials ordering and booking systems for demonstrators and merchandisers. Services cover the full value chain from factory to consumer's shopping cart, with over 100,000 store visits annually across Denmark.
Differentiator
Problem solved
Functional benefit
Products and services
- Merchandising Full-service merchandising for FMCG and DIY brands in supermarkets, building markets, and gas stations, including shelf replenishment, display building, planogram changes, sales optimization, store resets, and shelf audits executed by field merchandisers across Denmark.
- Brand Activation Promotion and brand activation services including in-store demonstrations, product sampling, guerrilla marketing, and event activation, covering planning, store coordination, POS materials, equipment, and administration for consumer brands.
- Sales and Recruitment Custom sales team building for brands, including recruitment, screening, hiring, onboarding, payroll administration, HR support, IT equipment, company cars, legal advisory, and GDPR compliance.
- Marketing Creative marketing services including professional photography, video production, graphic design, advertising, and web content creation, covering idea development, strategy, production, execution, promotion, and analysis for brand campaigns.
- POS Materials Design, production, storage, and distribution of Point of Sale materials including posters, banners, roll-ups, ellipses, pallet wraps, floor stickers, food trucks, demo tables, and printed materials, supplemented by the POS Portal for online ordering with direct store delivery.
- Data & Insights Data collection and analytics services including Perfect Store measurements, campaign measurements, space measurements, mystery shopping, and shopper insights, delivered through transparent online reporting dashboards with photographic documentation and KPIs accessible 24/7.
- POS Portal Standalone online platform that enables brand consultants and sales representatives to order POS materials and equipment with direct delivery to retail stores, with inventory monitoring, product categorization, and minimum stock level definitions.
Quantifiable outcome
- 100,000+ store visits completed annually
- +1 more outcomes
Companies that use IN-STORE
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
IN-STORE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
IN-STORE partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Frode LaursencoreFrode Laursen acquired 70% of IN-STORE shares in March 2000 and later, in December 2006, TA-Logistics (owners of Frode Laursen) acquired full ownership of IN-STORE. This creates an integrated value chain from factory to consumer for mutual clients.
- Red BullcoreOne of the major FMCG brands served through full-service merchandising in supermarkets, building markets, and gas stations.
- UnilevercoreLeading consumer goods company receiving full-service merchandising support across Danish retail chains.
- MARScoreGlobal confectionery and food company with ongoing merchandising and brand activation services.
- WasacoreBakery brand receiving merchandising services across Danish retail stores.
- SadolincorePaint and coating brand served through DIY/building market merchandising.
Scale indicators4 records
Recent moves10 records
Expansion highlights4 records
IN-STORE competitors and assessment
Company assessmentRegional players
- Hacosco: European retail marketing services firm providing in-store execution, POS deployment, and field staffing for FMCG brands. Comparable mid-size services model and relevant competitive reference in the broader European field-marketing landscape.
- Gekko Group: France-based field marketing and retail activation agency serving brand owners across Europe. Comparable service mix (merchandising, demonstrations, brand activation) but primarily Continental European footprint; relevant as a regional expansion benchmark for IN-STORE.
Broad incumbents
- Advantage Solutions: Public, large-scale North American provider of sales, marketing, and merchandising solutions to CPG manufacturers and retailers. Useful as a publicly traded reference for valuation benchmarking against IN-STORE's service mix.
- Smollan: International retail execution, merchandising, and field-marketing services group operating across multiple continents with integrated POS and data capabilities. Closest global comparable to IN-STORE's integrated merchandising-plus-POS model.
- Acosta: Large North American sales and marketing agency providing retail merchandising, brand activation, and category management for CPG brands. Operates a comparable end-to-end service stack to IN-STORE, although at significantly greater scale and primarily in the US/Canada.
- CPM Group (Consumer Brand Marketing): Global sales activation and brand activation agency offering merchandising, in-store execution, and POS services across multiple geographies. Closest broad incumbent competitor and natural reference point for IN-STORE's service portfolio and TAM expansion.
Direct peers
- Crossmark: Retail merchandising and brand services provider for consumer goods companies, offering field execution, planogram services, and shopper insights. Functionally aligned with IN-STORE's merchandising and Data & Insights streams.
- Stores Group: Pan-European retail services group providing merchandising, store resets, and field staffing for brands and retailers. Comparable service portfolio to IN-STORE with broader geographic footprint, making it a relevant competitive benchmark.
- REL Field Marketing: UK-headquartered field marketing agency providing merchandising, brand activation, retail audits, and POS deployment for FMCG brands. Direct service-line overlap with IN-STORE across the core in-store execution offering.
Emerging players
- TMA (The Marketing Arm): Omnicom-owned agency offering shopper marketing, brand activation, and experiential services. Overlaps with IN-STORE's brand activation and marketing service lines, particularly for global FMCG clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks3 records
Key highlights6 records
Customer concentration
IN-STORE social profiles
Digital presenceIN-STORE compliance and trust
Trust signalCompliance1 record
IN-STORE financial estimates
Financial estimateRevenue estimate
Valuation estimate
IN-STORE leadership team
Management profileNumber of profiles
Profiles11 records
IN-STORE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IN-STORE 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 IN-STORE
What does IN-STORE do?
IN-STORE A/S provides in-store merchandising, brand activation, sales and recruitment, marketing, POS materials, and data & insights services to FMCG, retail, and DIY brand owners across Denmark. Through a nationwide network of merchandisers, demonstrators, and brand ambassadors, the company executes more than 100,000 store visits annually, supporting clients such as Red Bull, Unilever, MARS, Wasa, Nutella, Danish Crown, and Sadolin in supermarkets, building markets, and gas stations.
Is IN-STORE a public or private company?
IN-STORE is a private company. It is classified as corporate owned and is currently operating.
When was IN-STORE founded?
IN-STORE was founded in 1995. It employs 101 to 250 people.
Where is IN-STORE based?
IN-STORE is headquartered in Hinnerup, Denmark, in the Europe region.
How does IN-STORE make money?
Six revenue lines are on record. Merchandising Services are the primary driver. The others are brand Activation Services, sales and Recruitment Services, marketing Services, POS Materials and data and Insights Services.
Who are IN-STORE's main competitors?
Regional players on record are Hacosco and Gekko Group. Broad incumbents are Advantage Solutions, Smollan, Acosta and CPM Group (Consumer Brand Marketing). Direct peers are Crossmark, Stores Group and REL Field Marketing. TMA (The Marketing Arm) is listed as an emerging player.
Does IN-STORE have an API?
No public API is recorded for IN-STORE.
What industry is IN-STORE in?
IN-STORE's product category is Retail Marketing Services. Its primary akta.pro industry code is BPAFAMAF, Point-of-Sale (POS) & In-Store Promotion Services.