LampeGuru
LampeGuru is a Danish direct-to-consumer e-commerce retailer selling over 10,000 quality and designer lighting products from premium brands such as Louis Poulsen, Vipp, and Philips Hue to Danish consumers, homeowners, and professional installers, with click-and-collect pickup at five Denmark locations.
- Company typePrivate
- Founded2010
- HeadquartersEgå, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingServices
What LampeGuru does
LampeGuru (legal entity LampeGuru.dk A/S) is a Danish direct-to-consumer e-commerce retailer specializing in quality and designer lighting, founded in 2010 and operated as a brand within the diversified Brødrene A&O Johansen A/S (AO group) conglomerate. The company sells more than 10,000 SKUs across indoor lighting (ceiling, wall, table, floor lamps, recessed spotlights), outdoor lighting (garden, solar, wall, festoon light chains), LED bulbs, lamp shades, and rechargeable/portable lamps, sourced from 15+ premium and value brands including Louis Poulsen, Vipp, Philips Hue, Nordlux, Konstsmide, Sirius, 4lite, Ledvance, Hübsch, Eglo, Sackit, and Aldex. Its core technology is a standard e-commerce platform with product catalog, online sales, and order management functionality, supplemented by an AI Visualisering (Imagine) feature for in-home product previewing, and five click-and-collect pickup locations across Denmark (Maribo, Ishøj, Kongens Lyngby, Horsens, Vejle) plus presence on the PriceRunner comparison marketplace.
LampeGuru operates a one-time-purchase unit-pricing revenue model, listing products in Danish Kroner (including 25% VAT) with shipping added per order, plus paid add-on extended 365-day return protection. Pricing ranges from approximately 29 DKK for small LED spots to over 5,000 DKK for designer fixtures. The company markets via content (45+ editorial articles, buying guides, designer spotlights), an email newsletter with monthly subscriber competitions, and PriceRunner co-marketing, supported by E-mærke e-commerce certification and the PriceRunner Købsgaranti purchase guarantee up to 50,000 DKK. It is the first and only webshop to win the 'Årets Belysningsbutik' (Lighting Store of the Year) award from Dansk Belysning, and carries a 4.7/5 customer rating.
The customer base is primarily Danish consumers and homeowners (primary segment) seeking lighting for living rooms, dining areas, bedrooms, kitchens, outdoor spaces, and gardens, with a secondary non-differentiated segment of professional installers and electricians purchasing for residential and commercial projects. The company employs 1–10 people, reflecting a lean operational model that relies on the parent AO group for back-office functions (ISO 9001/14001/27001/27701-certified infrastructure), and does not disclose revenue. Geographic operations are restricted to Denmark, with delivery limited to brofast and certain non-brofaste øer.
LampeGuru firmographics
Firmographics- Name
- LampeGuru
- Legal name
- LampeGuru.dk A/S
- Website
- https://lampeguru.dk
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- LampeGuru is a Danish direct-to-consumer e-commerce retailer selling over 10,000 quality and designer lighting products from premium brands such as Louis Poulsen, Vipp, and Philips Hue to Danish consumers, homeowners, and professional installers, with click-and-collect pickup at five Denmark locations.
- Ownership category
- akta.pro rank
LampeGuru industry classification
Industry- Product category
- Lighting Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Indoor Lighting Fixtures Retail (Ceiling, Wall, Pendant, Chandeliers) (CRAIAHAA)
- akta.pro secondary industries
- Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck) (CRAIAHAC), Light Bulbs & Lamp Replacements Retail (LED, Smart Bulbs, Specialty) (CRAIAHAD), Lamps Retail (Table, Floor, Desk) (CRAIAHAE), Smart Lighting & Controls Retail (Smart Switches, Dimmers, Hubs) (CRAIAHAF)
Keywords
Where LampeGuru is headquartered
LocationHeadquarters
- HQ city
- Egå
- HQ country
- Denmark
- HQ region
- Europe
Offices5 records
Markets served
LampeGuru business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: LampeGuru generates revenue through the direct sale of lighting products (lamps, bulbs, accessories) to consumers via its e-commerce website. Products are sold at listed prices with shipping costs added. The company offers both standard 14-day return and 365-day extended return as a paid add-on.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at listed retail prices |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
LampeGuru product offering
Product offeringCore offering
LampeGuru operates a Danish e-commerce store selling over 10,000 quality and designer lamps and lighting products directly to consumers. The assortment spans indoor lighting (ceiling, wall, table, floor, recessed spotlights), outdoor lighting (garden, wall, solar, light chains), LED bulbs, lamp shades, and rechargeable/solar portable lamps from brands such as Nordlux, Louis Poulsen, Konstsmide, Vipp, Hübsch, Philips Hue, Ledvance, 4lite, Sirius, Eglo, Sackit and Aldex. The retailer provides doorstep delivery across Denmark, free pickup at five showroom/partnership locations, expert customer service, educational buying guides, and an AI-powered in-room visualisation tool.
Product overview
LampeGuru is a Danish e-commerce platform selling over 10,000 quality and design lamps and lighting products. The product portfolio includes indoor lighting (ceiling lamps, wall lamps, table lamps, floor lamps, recessed spotlights), outdoor lighting (garden lamps, solar lamps, wall lamps, string lights), LED bulbs, lamp shades, and rechargeable/solar-powered portable lamps. The company carries multiple branded product lines including Nordlux, Konstsmide, Louis Poulsen, Vipp, Hübsch, Nielsen Light, 4lite, Philips Hue, Ledvance, Sirius, Nordic Tales, E3Light, Eglo, Sackit, and Aldex. Services include online sales, click-and-collect pickup at showrooms in Ishøj, Lyngby, Maribo, Horsens, and Vejle, customer support, and an AI-powered product visualization tool. The company is part of the A&O Johansen group and holds ISO certifications for quality, environmental, and information security management.
Differentiator
Problem solved
Functional benefit
Products and services
- Loftlamper (Ceiling Lamps)
Quantifiable outcome
- 4.7 out of 5 stars customer rating based on collected reviews
Companies that use LampeGuru
Customer profileSegments2 records
Ideal customer profiles2 records
LampeGuru technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LampeGuru partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- NordluxcoreNordlux is a Danish company and one of the leading lighting brands in the Nordic region, known for creating lamps in attractive designs with excellent functionality at reasonable prices. LampeGuru carries a wide range of Nordlux products including outdoor, indoor, and rechargeable lamps.
- SiriuscoreSirius is a brand known for decorative lighting products including outdoor light chains, candles, and seasonal decorations. LampeGuru offers Sirius products including light chains and Nordic sculpture artificial candles.
- KonstsmidecoreKonstsmide is a well-known brand for outdoor lighting, garden lamps, and seasonal decorations. Featured on LampeGuru with new outdoor lamp releases and seasonal campaigns.
- Louis PoulsencoreLouis Poulsen is a renowned Danish design lighting manufacturer known for iconic fixtures like the PH lamp series. LampeGuru carries their products including AJ Garden outdoor series and Flindt Garden fixtures.
- LedvanceminorLedvance is a brand specializing in smart and affordable LED lighting and smart home solutions. Featured on LampeGuru with products including smart Zigbee-compatible LED bulbs and outdoor fixtures.
- VippminorVipp is a Danish design brand known for its iconic steel and rubber trash cans, bathroom accessories, and lighting products. LampeGuru carries Vipp lamps including the 592 Sculpture and 581 Paper lamp series.
- HübschminorHübsch is a Danish interior design brand known for Scandinavian-style lamps and home accessories. LampeGuru features Hübsch products including pendants, table lamps, and lighting fixtures.
- 4litecore4lite is a lighting brand offering a wide range of products including Festoon outdoor light chains, solar-powered lamps, smart bulbs, and recessed spotlights. LampeGuru carries 92+ 4lite products on the platform.
- PriceRunnercorePriceRunner is a leading Danish price comparison and consumer review platform. LampeGuru participates in the PriceRunner Købsgaranti (Purchase Guarantee) program, which protects purchases up to 50,000 DKK and drives qualified traffic to the LampeGuru website. This partnership enhances consumer trust and visibility in the Danish market.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
LampeGuru competitors and assessment
Company assessmentEmerging players
- Lightology: US-based online designer lighting retailer carrying premium brands with educational content; comparable multi-brand designer curation model to LampeGuru.
- Lumens.com: Online specialty retailer of designer lighting and modern home furnishings; comparable curated, content-driven model though primarily US-focused.
Broad incumbents
- IKEA: Global mass-market home furnishings retailer with a large lighting assortment sold online and in stores across Denmark; competes on price, breadth, and brand recognition rather than on designer specialization.
- Wayfair: Global online home furnishings marketplace with extensive lighting category; competes with LampeGuru for Danish consumers shopping online across price tiers.
- Amazon Denmark: Major generalist e-commerce marketplace shipping lighting products into Denmark; competes on price, delivery speed, and assortment scale rather than specialist curation.
Direct peers
- Nordic Nest (formerly Royal Design): Major Nordic online retailer of Scandinavian design lighting and home furnishings; comparable assortment depth and multi-brand designer positioning, with broader geographic reach than LampeGuru.
- Lightpoint: Danish lighting e-commerce retailer carrying multiple lamp brands including designer labels, competing directly with LampeGuru in the Danish consumer lighting category.
- Andlight.dk: Danish online lighting retailer focused on designer and architectural lamps; competes with LampeGuru on premium Scandinavian brands and curated collections.
- Lampemesteren: One of the largest Danish e-commerce specialists for lamps and lighting, directly competing with LampeGuru on premium and designer lighting assortments for Danish consumers.
Regional players
- Elgiganten: Leading Nordic electronics and home appliance retailer; carries LED bulbs, smart lighting, and select lamp lines, competing with LampeGuru on adjacent consumer electronics-adjacent lighting categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LampeGuru social profiles
Digital presenceLampeGuru compliance and trust
Trust signalCompliance6 records
LampeGuru financial estimates
Financial estimateRevenue estimate
Valuation estimate
LampeGuru leadership team
Management profileNumber of profiles
LampeGuru funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LampeGuru 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 LampeGuru
What does LampeGuru do?
LampeGuru operates a Danish e-commerce store selling over 10,000 quality and designer lamps and lighting products directly to consumers. The assortment spans indoor lighting (ceiling, wall, table, floor, recessed spotlights), outdoor lighting (garden, wall, solar, light chains), LED bulbs, lamp shades, and rechargeable/solar portable lamps from brands such as Nordlux, Louis Poulsen, Konstsmide, Vipp, Hübsch, Philips Hue, Ledvance, 4lite, Sirius, Eglo, Sackit and Aldex. The retailer provides doorstep delivery across Denmark, free pickup at five showroom/partnership locations, expert customer service, educational buying guides, and an AI-powered in-room visualisation tool.
Is LampeGuru a public or private company?
LampeGuru is a private company. It is classified as corporate owned and is currently operating.
When was LampeGuru founded?
LampeGuru was founded in 2010. It employs 1 to 10 people.
Where is LampeGuru based?
LampeGuru is headquartered in Egå, Denmark, in the Europe region.
How does LampeGuru make money?
One revenue line is on record: product Sales.
Who are LampeGuru's main competitors?
Emerging players on record are Lightology and Lumens.com. Broad incumbents are IKEA, Wayfair and Amazon Denmark. Direct peers are Nordic Nest (formerly Royal Design), Lightpoint, Andlight.dk and Lampemesteren. Elgiganten is listed as a regional player.
Does LampeGuru have an API?
No public API is recorded for LampeGuru.
What industry is LampeGuru in?
LampeGuru's product category is Lighting Retail. Its primary akta.pro industry code is CRAIAHAA, Indoor Lighting Fixtures Retail (Ceiling, Wall, Pendant, Chandeliers), with a secondary code of CRAIAHAC, Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck). Its NAICS code is 4491 and its SIC code is 5700.