Moreland

What Moreland does

Moreland A/S is a privately held Danish e-commerce company founded in 2008 and headquartered at Knullen 22, Odense S, Denmark. The company operates the direct-to-consumer online storefront moreland.dk, selling home, garden, and leisure products to Danish consumers across five primary categories: garden (Have), home interior (Bolig), leisure/sports (Fritid), workshop (Værksted), and furniture (Møbler). Product pricing ranges from approximately 79 DKK for small accessories to 8,999 DKK for higher-ticket items such as premium electric awnings, with differentiated shipping terms (99 DKK for business customers, 149 DKK for private customers, free pickup at the Odense showroom). The business runs on a transactional one-time-purchase revenue model with no subscription tier, supplemented by a physical showroom in Odense for product demonstration and local order collection.

The platform functions as a multi-brand retailer, carrying both proprietary SKUs and branded products from key suppliers including Homeville A/S (furniture such as stacking chairs, sofa tables, sideboards), Powerme A/S (fitness equipment including treadmills and crosstrainers with replacement parts), Bestway (pools and inflatables), Essence (awnings and patio accessories), CoolSplash (pool heaters and filters), Heatus (pizza ovens), Workmann (ladders and workshop tools), and Bestplay (sports equipment). Homeville A/S and Powerme A/S are co-located with Moreland at the same Odense address, indicating deeply integrated supply relationships. The underlying technology is a standard e-commerce platform with product catalog, shopping cart, and order fulfillment; no proprietary AI, API, or SDK capabilities are disclosed. Moreland has held the Danish e-mærket e-commerce certification since 2011 and has accumulated over 17,700 Trustpilot reviews, signaling established consumer trust in the domestic market.

The company is operationally active, with a customer service desk ([email protected], +45 70 22 72 92), a dedicated press contact, and a continuous cadence of new product launches throughout 2023-2026 spanning mattresses, lounge furniture, water sports, garden equipment, fitness gear, and seasonal gift categories. Revenue, headcount, funding, and ownership structure are not publicly disclosed; no parent entity, subsidiaries, or external investors are referenced in the source data. Geographic operations are confined to Denmark, with no international expansion signals observed.

Name

Moreland

Legal name

Moreland A/S

Website

https://moreland.dk

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Moreland A/S is a Danish direct-to-consumer e-commerce retailer, founded in 2008 and based in Odense, selling home, garden, and leisure products to Danish consumers via moreland.dk, supplemented by a physical showroom and multi-brand supplier partnerships.

Ownership category

akta.pro rank

Product category

Home and Garden E-commerce

NAICS

Furniture Retailers (449110), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Furniture Stores (5712), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industry

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF)

Keywords

• Home and garden retail
• Outdoor furniture sales
• Leisure products ecommerce
• Garden equipment store
• Fitness equipment retail

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: Moreland generates revenue through direct online retail sales of home, garden, and leisure products. The company sells products at various price points ranging from ~79 DKK to ~8,999 DKK, with separate pricing for business customers (99 DKK shipping) and private customers (149 DKK shipping). Products are sold as one-time purchases with no subscription model indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Moreland operates a Danish direct-to-consumer e-commerce store (moreland.dk) selling home, garden, and leisure products, including outdoor lounge sets, garden tables, stacking chairs, parasols, planters and raised beds, mini greenhouses, and fitness equipment such as Powerme treadmills and replacement parts. Orders are delivered nationwide via PostNord, GLS, and Danske Fragtmænd, and customers can pick up items at the company's Odense showroom. The catalogue is organised across multiple sub-brands (Homeville for furniture, Powerme for fitness), with customer support available by phone, email, and chat.

Product overview

Moreland A/S operates a multi-category Danish e-commerce platform (moreland.dk) for home, garden, and leisure products. The core offering spans outdoor furniture (stacking chairs, lounge sets, parasols, metal garden tables, fire pits), garden products (plant boxes/raised beds in corten steel, composite, and metal; mini greenhouses in polycarbonate), fitness equipment (treadmills, bikes, crosstrainers), and sports/leisure items (swimming pools, trampolines, water sports, camping gear). The platform sells primarily own-brand products alongside branded items from suppliers such as Homeville (chairs), Powerme (fitness), Bestway (pools), Essence (awnings/markises), and Workmann (tools). Products are distributed across five main categories: Have (garden), Bolig (home interior), Fritid (leisure/sports), Værksted (workshop), and Møbler (furniture), with additional Sale and Outlet sections. The company ships on business days and maintains a physical showroom in Odense, Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Maria stabelstol (Homeville) Stacking chair from the Homeville furniture range sold by Moreland; available in multiple colour variants including velvet grey, dark blue, taupe, and dark green; marketed to Danish consumers seeking space-saving outdoor seating.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Homeville A/ScoreTechnology or IntegrationHomeville A/S is a Danish company (CVR 66212319) located at the same address as Moreland (Knullen 22, 5260 Odense S). They supply branded garden furniture including stacking chairs like Maria, Charlotte, Helena, and Maj models sold through Moreland's platform.
• Powerme A/ScoreTechnology or IntegrationPowerme A/S is a Danish fitness equipment manufacturer (CVR 66212319) located at the same address as Moreland. They supply branded fitness products including treadmills with MP3 and Bluetooth capabilities sold through Moreland.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Harald Nyborg: Danish hardware and garden retail chain selling tools, garden equipment, outdoor products, and seasonal goods to DIY and household consumers. Comparable to Moreland across its garden, workshop, and outdoor living categories with overlapping customer segments and value pricing.
• Bauhaus: Danish arm of the European Bauhaus DIY/home improvement chain selling building materials, tools, garden products, and outdoor living items. Comparable to Moreland in garden/workshop categories and Danish consumer segment, though with a heavier DIY/contractor tilt.
• Silvan: Danish DIY and home improvement chain selling building materials, tools, garden supplies, and outdoor living products. Overlaps with Moreland on garden, workshop, and outdoor categories and shares the Danish household DIY consumer base.
• Jem & Fix: Danish low-price hardware and household goods chain with stores nationwide plus online sales. Comparable to Moreland on garden tools, outdoor accessories, and value-priced home/leisure items targeting price-sensitive Danish consumers.
• Plantorama: Danish garden center chain offering plants, garden furniture, outdoor living accessories, pools, and seasonal goods through both physical stores and e-commerce. Directly comparable to Moreland in its garden-and-outdoor assortment (parasols, lounge sets, plant boxes, garden tools) and Danish consumer base.
• Bahne: Danish retailer of home, garden, and lifestyle products combining physical stores and online channels. Closely comparable to Moreland's multi-category home/garden/leisure positioning and Danish B2C customer segment.
• Jysk: Large Danish and Nordic home furnishings retailer carrying garden furniture, indoor furniture, mattresses, and outdoor living products sold across physical stores and online. Closely comparable to Moreland in product categories (garden furniture, lounge sets, parasols, home furnishings) and Danish B2C target customer, but with materially larger scale and store footprint.

Emerging players

• Nordic Nest: Nordic online retailer of Scandinavian design home, interior, and lifestyle products. Partially comparable to Moreland's home and leisure assortment, with similar Nordic design cues and e-commerce-first model, though skewed more toward premium design rather than value-priced outdoor/garden.

Broad incumbents

• IKEA: Global home furnishings giant with a strong Danish presence selling indoor and outdoor furniture, mattresses, and home accessories. Overlaps with Moreland on furniture, mattresses, and outdoor living but at a far larger scale, broader assortment, and physical-store dominance.
• Wayfair: Large online-only home goods and furniture marketplace with operations across Europe. Comparable to Moreland as a direct e-commerce competitor in furniture and home furnishings but with a vastly larger catalog, pan-European reach, and marketing budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/moreland.dk

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 Moreland