Hjemme Hos

What Hjemme Hos does

Hjemme Hos is a Danish omnichannel furniture retailer operating under the legal entity In2house Finans ApS (CVR-nr. 35666524). The company sells sofas, armchairs, beds, tables, dining chairs, storage furniture, rugs, and garden furniture to Danish consumer households through a network of 20 locally operated physical showrooms distributed across Denmark (from Ærøskøbing and Marstal to Roskilde, Odense, and Vejle) combined with a centralized e-commerce website at hjemmehos.dk. The store network operates under a brand-umbrella model in which local furniture experts run individual stores, each carrying a curated portfolio of recognized Scandinavian and Danish brands including Hjort Knudsen, Mistral, Skovby, Top-line, BD Møbler, IMG Comfort, Jensen, Temprakon, and Casø Furniture.

The digital storefront is built on Shopify, supplemented with marketing analytics (Google Analytics, Microsoft Clarity), paid acquisition (Google Ads, Bing, Facebook, Klaviyo), email marketing (Klaviyo), and a Cookie Information integration for GDPR-compliant consent management. The company runs a content-led acquisition strategy through an inspiration blog covering Nordic home styling, sofa and bed selection guides, and terrace/patio décor, distributed via Instagram, Facebook, and Pinterest. The firmographic record indicates the company has been operating since 1986, though no explicit founding narrative or milestone timeline is disclosed in the source material.

Revenue is generated through one-time furniture sales at unit pricing, with a 1,499 kr free-shipping threshold, price matching against Danish competitors, in-store exchange within 14 days, and customer financing offered through partnerships with AnyDay (up to 30,000 kr split into 4–10 installments, with the 4-installment plan interest- and fee-free) and Santander. Product price points span 4,000–66,600 kr for sofas and 15,000–40,000 kr for beds, making financing a material conversion lever. The company maintains a 4.5-star Trustpilot rating, operates exclusively within Denmark, and carries no disclosed external investors, funding rounds, or M&A activity.

Name

Hjemme Hos

Legal name

In2house Finans ApS

Website

https://hjemmehos.dk

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Hjemme Hos is a Danish omnichannel furniture retailer selling sofas, beds, tables, chairs, storage, rugs, and garden furniture to Danish consumer households through 20 locally operated showrooms and a Shopify-based e-commerce site, with financing via AnyDay.

Ownership category

akta.pro rank

Headquarters

HQ city

Kolding

HQ country

Denmark

HQ region

Europe

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Furniture Product Sales: One-time sales of furniture products including sofas, beds, dining tables, chairs, storage, and rugs. No subscription component. Products sold at regular prices with seasonal sales and 'fast lav pris' (consistently low price) promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Hjemme Hos is a Danish omnichannel furniture retailer operating the e-commerce site hjemmehos.dk and 20 physical showrooms across Denmark. It sells branded home furniture across sofas, armchairs, beds, tables, dining chairs, storage, rugs, and garden furniture, complemented by AnyDay installment financing (up to 30,000 kr in 4–10 payments) and in-store consultation services including modular sofa design and bed selection guidance.

Product overview

Hjemme Hos is a Danish furniture retailer operating as a unified e-commerce platform and physical retail chain of 20 stores. The product offering centers on a comprehensive furniture portfolio organized into major categories: sofaer (sofas with types including 2-person, 3-person, corner, U-sofas, chaiselong, and modular designs), lænestole (armchairs), senge (beds including continental, elevation, and box mattresses), borde (tables including dining, coffee, and TV tables), spisebordsstole (dining chairs), opbevaring (storage furniture), tæpper (rugs), and havemøbler (garden furniture). The company complements its furniture sales with value-added services including AnyDay installment financing (allowing payments in 4-10 installments up to 30,000 kr) and in-store furniture consultation for modular sofa design and bed selection. All products are sourced from branded manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofaer (Sofas)
• Lænestole (Armchairs)
• Senge (Beds)
• Borde (Tables)
• Spisebordsstole (Dining Chairs)
• Opbevaring (Storage)
• Tæpper (Rugs)
• Havemøbler (Garden Furniture)
• AnyDay Finansiering
• Rådgivning (Furniture Consultation)

Quantifiable outcome

• Customer satisfaction rating of 4.5 stars on Trustpilot

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the hjemmehos.dk online store, providing the technical infrastructure for product catalog, shopping cart, checkout, and order management.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ILVA: Danish furniture retail chain offering sofas, tables, beds, and storage through physical showrooms and online. Directly competes with Hjemme Hos in mid-market Danish home furniture with a comparable store-and-online model.
• Bolia: Danish design-led furniture retailer selling sofas, chairs, tables, and storage directly online and through showrooms. Comparable product mix and Danish origin, though positioned more design/premium than Hjemme Hos's value-led offering.
• Sinnerup: Danish interior and furniture retailer combining physical stores with e-commerce, focused on Nordic design home furnishings. Competes for the same Danish household furniture shopper across sofas, tables, and decor.
• JYSK: Danish-headquartered omnichannel furniture and home goods retailer with both physical stores and e-commerce across Scandinavia. Directly competes with Hjemme Hos on price-led furniture (sofas, beds, storage) for Danish households.

Emerging players

• Nordic Nest: Nordic design home and interior e-commerce retailer with strong Scandinavian brand portfolio. Overlaps with Hjemme Hos on home furnishings and decor, but with a digital-first model rather than showroom-based retail.

Regional players

• Home & Cottage: Danish home furnishings retailer selling furniture and interior items online and through stores. Comparable mid-market positioning to Hjemme Hos in the Danish home category.
• Daells Varehus: Copenhagen-based Danish department store with home and furniture offerings. Overlaps with Hjemme Hos on furniture and home furnishings for Danish consumers, primarily competing in the greater Copenhagen catchment.

Broad incumbents

• IKEA: Global furniture incumbent with a major Denmark presence, offering sofas, beds, tables, and storage. Competes across the same core categories as Hjemme Hos but at significantly larger scale and with its own supply chain.
• Magasin: Iconic Danish department store with a significant home/furniture department. Competes with Hjemme Hos on furniture and home accessories for Danish consumers, but as part of a broader retail portfolio.

Others

• Skovby Møbelfabrik: Danish furniture manufacturer whose branded tables, storage, and seating are stocked by Hjemme Hos. Included as a key supplier/ecosystem peer rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hjemmehosdk
• Instagraminstagram.com/hjemmehosdk
• Pinterestpinterest.dk/hjemmehosdk
• LinkedInlinkedin.com/company/hjemmehos

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Hjemme Hos