Profilsport

What Profilsport does

Profilsport A/S is a privately held Danish B2B supplier of branded profile clothing, workwear, sportswear, and promotional merchandise, headquartered at Ærøvej 26, Viborg. Founded in 1994 originally as PS Tryk and rebranded to Profilsport in 2009, the company was converted to a Danish aktieselskab (public limited company) in 2017. It serves Danish companies, sports clubs, schools, and public institutions, with publicly showcased customers including DHL, TV2, McDonald's, Peugeot, Peter Larsen Kaffe, Midtbyens Gymnasium, and Parasport.

The company's product surface spans roughly fifteen core categories — profile clothing, workwear, sportswear, children's apparel, headwear, bags, electronics, promotional articles, office supplies, drinkware, visibility/safety items, footwear, home and wellness products, transport accessories, and corporate Christmas gifts — supported by an extensive SKU catalog (e.g., 154 caps, 138 beanies). Customization is delivered through four in-house branding methods: serigraphic (screen) printing, digital printing, transfer printing (digital, Elastosoft, industrial), and embroidery. A physical showroom in the Viborg headquarters enables customers to inspect products before ordering, complementing the profilsport.dk e-commerce storefront.

Profilsport's revenue model combines custom apparel and merchandise sales with branding service revenue on a quote-based, pay-as-you-go basis, with prices quoted in DKK excluding VAT and a DKK 1,000 minimum order. Turnaround is 6-8 working days for in-house textile printing and 9-11 working days for embroidery, with express surcharges ranging from 10% (5-day) to 100% (next-day). Distribution is domestic Denmark only, using GLS parcel delivery and freight carriers for pallet shipments, and the company participates in the New Wave Profile branded-merchandise network with a per-sale charitable contribution to Børnecancerfonden on selected Clique, Craft, and Cutter & Buck lines.

Name

Profilsport

Legal name

Profilsport A/S

Website

https://profilsport.dk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Profilsport A/S is a privately held Danish B2B supplier, founded in 1994 and based in Viborg, that designs, prints, and embroiders branded profile clothing, workwear, sportswear, and promotional merchandise for Danish companies, clubs, schools, and institutions.

Ownership category

akta.pro rank

Product category

Custom Branded Apparel and Promotional Merchandise

NAICS

Stationery and Office Supplies Merchant Wholesalers (42412), Footwear Merchant Wholesalers (424340), Converted Paper Product Manufacturing (3222)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Paper & Paper Products (5110), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro industry

PRIMARYCRAAAAAK

Apparel OEM/ODM & Private Label Manufacturing

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Brands & Manufacturing

SECONDARYCRAOALAH

Stationery, Writing Instruments & Paper Products Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Books, Office Supplies & Stationery Distribution

SECONDARYIMALAKAM

Prepress, Plate-Making & Artwork Services

Industrials, Manufacturing & Construction/Packaging & Containers/Labels, Sleeves & Packaging Printing

Keywords

• Corporate apparel customization
• Branded merchandise production
• Custom workwear printing
• Apparel embroidery services
• Team sportswear customization

Headquarters

HQ city

Viborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Custom Profile Clothing Sales: Sale of branded apparel including t-shirts, polo shirts, jackets, workwear, sportswear, and children's clothing with custom printing or embroidery. This is the primary revenue stream for both individual items and bulk orders.
2. Promotional Items and Giveaways: Sale of promotional articles such as pens, bags, drinkware, electronics, office supplies, and other merchandise items that can be branded with company logos.
3. Printing and Embroidery Services: Customization services applied to apparel and promotional items. Services include screen printing, digital printing, transfer printing, and embroidery.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Profilsport is a Danish B2B supplier that provides customized profile clothing, workwear, sportswear, children's clothing, and promotional merchandise to companies, sports clubs, and schools. The company offers in-house production services including screen printing, digital printing, transfer printing, and embroidery to apply customer logos and branding to apparel and merchandise for corporate, sports, and educational clients across Denmark.

Product overview

Profilsport is a Danish promotional merchandise and corporate apparel company offering a comprehensive portfolio of customizable products and branding services. The core offering consists of profile clothing (Profilbeklædning), workwear (Arbejdstøj), sports apparel, children's clothing, headwear, bags, electronics, promotional articles, office supplies, drinkware, visibility/safety products, and footwear. The company complements its product range with four primary branding services: screen printing (serigrafisk tryk), digital printing (digitalt tryk), transfer printing (transfer), and embroidery (broderi). Profilsport serves B2B customers including businesses, sports clubs, schools, and organizations seeking branded merchandise for events, employee apparel, corporate gifts, and marketing purposes. Founded in 1994 and operating as Profilsport A/S since 2017, the company handles both in-house production and external suppliers to deliver customized promotional items.

Differentiator

Problem solved

Functional benefit

Products and services

• Profile Clothing
• Workwear
• Sportswear
• Children's Clothing
• Promotional Merchandise
• Screen Printing Services
• Digital Printing Services
• Transfer Printing Services
• Embroidery Services

Quantifiable outcome

• Fast production turnaround of 6-8 working days for standard textile printing
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• New Wave ProfilecoreStrategic or Co-development PartnerNew Wave Profile appears to be the parent brand/network under which Profilsport operates. Profilsport participates in New Wave Profile's engagement with Børnecancerfonden, where a contribution is made for each sold article from selected product lines (Clique, Craft, Cutter & Buck).
• BørnecancerfondenminorOthersThrough New Wave Profile engagement, Profilsport contributes to Børnecancerfonden (Danish Child Cancer Foundation) for each sale of selected products from Clique, Craft and Cutter & Buck brands. These products also often have promotional pricing.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• ID® Identity Denmark: Danish B2B promotional merchandise and corporate apparel distributor offering branding, printing, and embroidery. Comparable in geographic market, customer segments, and product breadth.
• Mr. Merchandise (Danmark): Danish online B2B platform for promotional merchandise and branded apparel. Directly comparable business model and customer base, though more digitally native.
• Brandhouse Denmark: Danish B2B supplier of branded profile clothing, workwear, and promotional merchandise with in-house decoration services. Directly comparable by product mix, customer base (Danish B2B), and customization model.
• Compello Profil (Profilreklam): Swedish/Nordic B2B supplier of profile clothing and promotional merchandise with printing and embroidery services. Comparable product offering and decoration capability; primary market differs (Sweden).

Broad incumbents

• 4imprint Group plc: Large UK-headquartered direct marketer of promotional products serving North American and European B2B customers. Comparable core offering but at far greater scale with catalog distribution model.
• VistaPrint (Cimpress): Global online B2B and B2C printing/branded merchandise platform. Comparable in printing/branding capability and customer segments, but operates at vastly larger scale with self-service digital model.
• National Pen (Cimpress): Global direct-to-business supplier of personalized promotional products including writing instruments, apparel, and gifts owned by Cimpress. Overlapping product categories and B2B model.
• HALO Branded Solutions (Velocity): One of the largest North American promotional products distributors with corporate gifting, apparel, and branding services. Comparable product categories and enterprise customers at much larger scale.

Emerging players

• Inspirient (Germany) / Giving Europe: European B2B promotional merchandise distributors with multi-country presence and sustainable product ranges. Comparable offering with adjacent European reach; useful reference for cross-border scaling.

Regional players

• Profile International (Profil Denmark / Profil Norge): Nordic B2B group of profile clothing and promotional merchandise companies operating across Denmark and Norway. Comparable product offering and customers; regional competitor within the Nordic footprint Profilsport could expand into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Profilsport