Orloff

What Orloff does

Orloff (operating under the legal entity SJEB A/S) is a Danish B2B wholesaler of workwear, sportswear, safety footwear, profile clothing, protective equipment, and merchandise, founded in 2008 and headquartered in Rønnede, Denmark. The company serves a broad customer base ranging from small independent tradespeople to large construction firms, industrial production companies, municipalities, and public institutions, plus a secondary segment of sports clubs and teams. It operates nine physical branches across Denmark (Rønnede, Brøndby, Hillerød, Køge, Vordingborg, Odense, Horsens, Hjørring, Aalborg) supported by a proprietary B2B e-commerce platform offering each business customer a personalized login with a pre-defined product assortment.

The underlying technology is a custom WordPress/Elementor-based B2B web shop with role-based customer logins and configurable per-account product catalogues, combined with internal printing/embroidery and tailoring operations. SJEB distributes leading third-party workwear and safety brands including Carhartt, Mascot, Blåkläder, Airtox, Fristads/Kansas, Craft, F. Engel, Cutter & Buck, Nimbus, ID, HKSDK, and J. harvest & frost, and offers value-added services such as logo application, customization consulting, fitting/tailoring, and direct-to-employee delivery with personal packaging.

The business model is direct B2B product resale plus customization services, sold through a sales-led motion combining branch walk-ins, dedicated account management, and a configured web shop. Pricing is quote-based and not publicly disclosed. SJEB operates as a subsidiary of the Ahlsell Group, a Nordic technical distribution conglomerate, under the tagline "En del af Ahlsell" ("Part of Ahlsell"). The company has 80+ employees and reports no public listing, no disclosed venture funding, and no recent M&A activity.

Name

Orloff

Legal name

SJEB A/S

Website

https://orloff.dk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Orloff (SJEB A/S) is a Danish B2B wholesaler supplying workwear, safety footwear, protective equipment, and customized uniforms to small trades, large enterprises, municipalities, and sports clubs across Denmark via nine branches and a personalized B2B e-commerce platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Workwear and Safety Product Sales: Core revenue from selling workwear, sports apparel, safety footwear, profile clothing, and protective equipment. Products include flame-resistant workwear, functional work clothing, hi-vis and reflective clothing, chef/service uniforms, clinic/care clothing, safety shoes, safety boots, safety sandals, safety sneakers, rubber boots, running/sports shoes, and personal protective equipment.
2. Customization Services (Printing & Embroidery): Value-added services including logo application, printing and embroidery on workwear and sports apparel. The company provides personalized uniform solutions tailored to each organization's branding.
3. Direct Delivery to End Users: Orders are delivered directly to the company or individual employees, with personal packaging for each employee.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Orloff (SJEB A/S) is a Danish wholesaler supplying workwear, sportswear, profile clothing, safety footwear, and protective equipment to businesses. Offerings include flame-resistant and hi-vis clothing, chef/service and clinic/care uniforms, safety shoes and boots, plus branded merchandise. The company complements physical distribution across 9 Danish branches with a customized B2B web shop, in-house printing and embroidery, tailoring, and consulting services for corporate uniform programs.

Product overview

SJEB is a Danish workwear and safety clothing company offering a comprehensive portfolio of products and services for businesses. The core product offering includes work clothing (arbejdstøj) with specialized variants such as flame-resistant/multinorm, functional, hi-vis/reflective, chef/waiter, and clinic/care clothing; profile clothing (profiltøj) for brand representation; sports clothing (sportstøj) for clubs and teams; safety footwear (sikkerhedsfodtøj) including shoes, boots, sandals, half-boots, and rubber boots; protective equipment (værnemidler); and merchandise. These products are complemented by service offerings including an individual webshop (custom B2B e-commerce platform), printing and embroidery customization, professional consulting, and tailoring services. The company operates 9 branches across Denmark and partners with leading brands including Airtox, Carhartt, Kansas, Fristads, Blåkläder, Craft, Mascot, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Work Clothing (Arbejdstøj) Comprehensive work clothing category for businesses, including flame-resistant and multinorm work clothing, functional work clothing, hi-vis and reflective clothing, chef and waiter uniforms, and clinic and care clothing.
• Profile Clothing (Profiltøj) Customizable profile clothing for businesses to display their brand identity, including corporate apparel.
• Sports Clothing (Sportstøj) Sports clothing and club apparel with printing or embroidery options for sports clubs, teams, and organizations.
• Safety Footwear (Sikkerhedsfodtøj) Safety footwear range including safety shoes, safety boots, safety sandals, safety half-boots, rubber boots, and running and sports shoes for workplace use.
• Protective Equipment (Værnemidler) Protective equipment and safety gear for workplace use across industrial, construction, and other professional settings.
• Merchandise Branded merchandise products for businesses.
• Customized B2B Web Shop (Individuel Webshop) B2B e-commerce solution allowing businesses to manage employee clothing orders via unique logins with predefined assortments and personalized fitting per employee.
• Printing and Embroidery (Tryk & Broderi) Customization service for adding logos, names, and embroidery to clothing items based on each business customer's branding needs.
• Tailoring (Skrædder) Tailoring services for custom fitting and adjustment of workwear and corporate clothing.
• Consulting (Rådgivning) Professional consulting services to help businesses select appropriate workwear and safety clothing for their workforce needs.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• AhlsellcoreStrategic or Co-development PartnerSJEB is part of the Ahlsell group, a leading Nordic specialist in technical installation products, construction materials, and tools. The tagline on their website states 'En del af Ahlsell' (Part of Ahlsell), indicating a parent-subsidiary relationship with the larger Nordic distributor group.
• AirtoxminorChannel Partner/ Reseller/ DistributorAirtox is a brand carried by SJEB, with their logo prominently displayed on the SJEB brands page linking to airtox.com.
• J. harvest & frostminorChannel Partner/ Reseller/ DistributorJ. harvest & frost brand featured on SJEB brands page, distributed through SJEB's network.
• CarharttminorChannel Partner/ Reseller/ DistributorCarhartt workwear brand carried by SJEB, featured on brands page linking to feiber.dk.
• KansasminorChannel Partner/ Reseller/ DistributorKansas workwear brand distributed through SJEB, featured on brands page linking to fristads.com.
• Cutter & BuckminorChannel Partner/ Reseller/ DistributorCutter & Buck brand featured on SJEB brands page, distributed through SJEB's network.
• F. EngelminorChannel Partner/ Reseller/ DistributorF. Engel workwear brand carried by SJEB, featured on brands page linking to engel.eu.
• HKSDKminorChannel Partner/ Reseller/ DistributorHKSDK brand featured on SJEB brands page, distributed through SJEB's network.
• NimbusminorChannel Partner/ Reseller/ DistributorNimbus B2B brand carried by SJEB, featured on brands page linking to nimbus-b2b.com.
• BlåkläderminorChannel Partner/ Reseller/ DistributorBlåkläder workwear brand distributed by SJEB, featured on brands page linking to blaklader.dk.
• CraftminorChannel Partner/ Reseller/ DistributorCraft sportswear brand featured on SJEB brands page, distributed through SJEB's network.
• IDminorChannel Partner/ Reseller/ DistributorID brand featured on SJEB brands page, distributed through SJEB's network.
• MascotminorChannel Partner/ Reseller/ DistributorMascot workwear brand carried by SJEB, featured prominently on brands page linking to mascot.dk.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blåkläder: Swedish workwear manufacturer with strong Nordic presence in safety clothing, hi-vis, and functional workwear. Sold through SJEB's platform but also competes through its own distributor network across the same trades and industrial buyers.
• Würth: Global market leader in B2B distribution of workwear, PPE, tools, and fastening materials. Würth's Modyf division competes head-on with SJEB in workwear/PPE distribution to trades, industrial, and construction customers across Europe.
• ID Identity: Danish provider of workwear, uniforms, and identity/promotional solutions to businesses. Directly comparable to SJEB in target market (Danish enterprises), product breadth (workwear, profile clothing, PPE), and customization services.
• Mascot Workwear: Danish manufacturer and brand of safety footwear and workwear, prominently distributed by SJEB. Mascot's direct sales and broad European distributor network overlap with SJEB's core assortment and customer base in Denmark.
• Fristads Kansas: Major Nordic workwear manufacturer carrying the Fristads, Kansas, and Snickers brands. Sells through SJEB and competing distributors to construction, industrial, and service-sector buyers in the same Nordic markets.
• Engel Workwear (F. Engel): European workwear and safety clothing manufacturer carried by SJEB. Operates its own direct sales to industrial buyers, competing with SJEB for end customers in Denmark and surrounding markets.

Regional players

• Solar A/S: Danish technical wholesaler serving installation, industrial, and construction customers. Adjacent rather than head-to-head, but competes for the same Danish B2B wallet share in adjacent safety/PPE categories.

Broad incumbents

• Ahlsell: Parent company and broader Nordic technical distributor covering installation, construction materials, tools, and PPE. Operates at much larger scale and across multiple categories; SJEB sits within this group as a workwear-specialist subsidiary.
• NewWave (formerly New Wave Group): Swedish-owned group owning profile/promotional, sports, and workwear brands including Craft and Cutter & Buck (both carried by SJEB). Operates its own B2B distribution across the Nordics, overlapping with SJEB's customer segments.

Emerging players

• Airtox: Danish safety footwear brand featuring lightweight and specialist designs. Distributed by SJEB but also expanding its own DTC and international channels, representing an emerging direct competitor in SJEB's safety footwear category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/orlofffirmatoj
• LinkedIndk.linkedin.com/company/sjeb-a-s
• Instagraminstagram.com/sjeb_as

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Orloff