LavprisVVS

What LavprisVVS does

LavprisVVS is a Danish e-commerce platform that sells plumbing, heating, ventilation, bathroom, kitchen, and home-improvement products (VVS in Danish) directly to consumers via its online storefront at lavprisvvs.dk. Founded in 2002, it operates as one of Denmark's earliest dedicated online VVS retailers and carries more than 45,000 SKUs across branded manufacturers including Damixa, Grohe, Geberit, Uponor, Ifö, Hansgrohe, PowerPlus, and Swim & Fun. The platform is organized into six primary categories — Bathroom, Kitchen, VVS Installations, House & Garden, Electrical & Lighting, and Tools — and supports transactional retail via standard Danish payment methods (Dankort, Visa, Mastercard, bank transfer, MobilePay) with all prices quoted in DKK including 25% VAT. Distribution is direct-to-consumer across Denmark with multiple shipping options including parcel, pickup-point, and palletized freight for bulky items.

The business is legally domiciled under Brødrene A&O Johansen A/S (the AO group), operating as a sister brand within the group's portfolio and benefiting from shared infrastructure, supplier relationships, and ISO-certified quality, environmental, information-security, and privacy controls (ISO 9001, 14001, 27001, 27701). LavprisVVS itself is a small operation with 1–10 employees, structured around product-led growth via the website, supplemented by email newsletters, SEO-driven content and buying guides, and rotating 'Brand of the Month' promotional campaigns.

The go-to-market is pure e-commerce serving two primary segments: DIY homeowners undertaking renovations (the primary persona) and professional installers/tradespeople needing wide selection and qualified VVS customer service staffed by trained plumbers. Revenue is generated entirely through one-time product sales at unit retail pricing, with delivery costs added separately. The company differentiates on competitive pricing (the 'Lav pris' positioning), a broad catalog, expert customer support, 24/7 online availability, and a Danish E-mærke trust certification. There are no subscription, SaaS, or recurring-revenue elements, and the business does not currently operate outside Denmark.

Name

LavprisVVS

Legal name

Brødrene A&O Johansen A/S

Website

https://lavprisvvs.dk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

LavprisVVS is a Danish e-commerce retailer founded in 2002 that sells 45,000+ plumbing, heating, bathroom, kitchen, and home-improvement products via lavprisvvs.dk to DIY homeowners and professional installers across Denmark, operating as a sister brand within the Brødrene A&O Johansen group.

Ownership category

akta.pro rank

Product category

Plumbing & Heating Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Plumbing supplies
• Bathroom fixtures
• Heating installations
• Floor heating systems
• Online VVS retailer

Headquarters

HQ city

Egå

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: LavprisVVS generates revenue through direct e-commerce sales of VVS products including toilets, kitchen faucets, sinks, shower sets, radiators, floor heating systems, tools, and related accessories. Prices are listed in DKK including 25% VAT, with delivery costs added separately. The company offers products across 45,000+ SKUs from various branded manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

LavprisVVS operates a Danish e-commerce webshop (lavprisvvs.dk) that retails more than 45,000 VVS, bathroom, kitchen, heating, house-and-garden, electrical, and tool products directly to consumers and tradespeople in Denmark. The offering centers on low-priced branded plumbing fixtures, sanitaryware, floor heating, and power tools sourced from manufacturers including Damixa, Grohe, Geberit, Uponor, Hansgrohe, Ifö, and PowerPlus, supported by qualified VVS-trained customer service, E-mærke trust certification, and 24/7 online ordering.

Product overview

LavprisVVS is a Danish e-commerce platform offering over 45,000 VVS (plumbing, heating, and sanitary) products for residential and commercial use. The platform operates as a multi-brand online retailer featuring products across eight main categories: Bathroom (toilets, showers, faucets, bathroom furniture), Kitchen (kitchen faucets, sinks), VVS Installations (heating systems, floor heating, radiators), House & Garden (tiles, drainage, gutters), Electrical & Lighting, and Tools. Key brand partnerships include Damixa (faucets and fixtures), Grohe (cisterns and flush plates), Geberit (wall-hung toilets and cisterns), Uponor (floor heating systems including Smatrix Pulse smart controls), Ifö (toilet seats), Gustavsberg (plumbing fixtures), Hansgrohe (premium showers), and PowerPlus (power tools). The company, a sister business to Brødrene A&O Johansen, has operated online since 2002 and emphasizes competitive pricing through its 'Lav pris' (low price) positioning.

Differentiator

Problem solved

Functional benefit

Products and services

• Damixa Silhouet Series (Damixa Silhouet) Water-saving faucets and shower fixtures from Damixa featuring brushed brass finishes, including hand wash faucets, kitchen faucets, and shower systems for residential bathroom and kitchen installations.
• Damixa Tradition Series (Damixa Tradition) Classic chrome-plated bathroom fixtures from Damixa including hand wash faucets and renovation faucets designed for bathroom refurbishment projects.
• Damixa Space Akita Series (Damixa Space Akita) Modern chrome shower fixtures from Damixa featuring contemporary Scandinavian design, including shower sets for residential bathroom installations.
• Grohe Rapid SL Concealed Cistern (Grohe Rapid SL Indbygningscisterne) Wall-hung toilet cistern systems from Grohe available in 82cm and 113cm heights, designed for concealed installation behind walls to support a minimalist bathroom aesthetic.
• Grohe Skate Cosmopolitan Flush Plate (Grohe Skate Cosmopolitan Betjeningsplade) Flush control plates from Grohe for concealed cisterns, available in chrome, brushed brass, matte black, and stainless steel finishes.
• Uponor Smatrix Pulse Floor Heating Control Smart app-based wireless floor heating control system from Uponor featuring WiFi connectivity, voice control compatibility with Amazon and Google, weather-responsive regulation, and up to 20% energy savings, wired for 6 circuits.
• Uponor Comfort Pipe Plus PEX Floor Heating Pipe (Uponor Comfort Pipe Plus) PEX piping from Uponor for floor heating installations, available in 16mm and 20mm diameters and sold in 120-480 meter rolls for residential and commercial use.
• Ifö Sign Toilet Seat (Ifö Sign Toiletbræt) Soft-close, removable toilet seats from Ifö featuring rimless design for easy cleaning, available in white finish.
• Geberit Acanto Wall-Hung Toilet (Geberit Acanto Toilet) Wall-hung rimless toilets from Geberit with cleaning-friendly design featuring Geberit's TurboFlush technology for efficient water usage, available in white finish.
• PowerPlus POWXG9100 Gasoline Pressure Washer (PowerPlus Højtryksrenser) Gasoline-powered pressure washer from PowerPlus with a 210cc 4-stroke engine, delivering up to 270 bar maximum pressure and 540 liters per hour water flow, featuring self-priming capability for drawing water from external sources.
• PowerPlus Tool Range PowerPlus power tools including multi-sanders, SDS+ hammer drills, angle grinders, wet/dry vacuums, ash vacuums, paint sprayers, and weed burners, sold for home improvement and professional use.
• Swim & Fun Pool and Spa Products Swim & Fun water recreation products including pool equipment and spa accessories for affordable water-based relaxation at home.
• Hansgrohe Shower Systems Premium shower systems and fixtures from Hansgrohe featuring the Red Bull-BORA-hansgrohe partnership collaboration for sports-inspired bathroom design.

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 indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• 365vvs: Danish online VVS retailer with similar pricing-driven positioning and DIY/trade customer base. Closely comparable in product breadth and target segment.
• Brødrene A&O Johansen (AO): Parent/sister company running its own Danish VVS distribution and e-commerce operation. Shares the same supplier relationships, brand portfolio, and end customers, with deep operational overlap that makes it a near-perfect strategic comp.
• BilligVVS: Direct Danish e-commerce VVS retailer with overlapping SKU breadth, pricing-led positioning, and the same DIY/trade dual-customer base. Most directly comparable peer in the Danish online VVS category.

Broad incumbents

• Jem & Fix: Danish discount hardware/home improvement chain with physical stores and online sales. Overlaps in tools, fixtures, and home improvement DIY category, though VVS is a secondary offering.
• Bauhaus Danmark: Large Nordic home improvement retailer with significant VVS assortment and online presence. Comparable on category overlap and DIY/trade customer base, but broader scope and physical footprint.
• Stark Danmark: Danish building materials and trade supplier serving both pro installers and DIY. Comparable on plumbing/heating assortment and trade segment, though primary distribution is offline.
• Bygma: Danish building materials dealer network strongly oriented to professional tradespeople. Comparable VVS category presence and trade customer focus, with broad home improvement assortment.
• Silvan: Major Danish home improvement chain (part of Byggmax group) with VVS, tools, and building materials. Comparable in Denmark-specific reach and DIY customer base, but broader assortment and physical storefronts.

Regional players

• Davidsen: Danish building materials and home improvement retailer with strong Jutland presence. Comparable VVS assortment and DIY/pro customer base, but smaller online presence and regional concentration.

Others

• Hansgrohe: Premium shower and faucet manufacturer and a key brand partner on LavprisVVS. Comparable as a benchmark on category premium positioning and a key supplier/competitor dynamic for premium bathroom fixtures.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lavprisvvs

Compliance4 records

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 LavprisVVS