Emmaly's
Emmaly's (operating as Hjem & Bord) is a Denmark-based direct-to-consumer e-commerce retailer selling 10,000+ branded home goods, kitchenware, tableware, and décor SKUs to Danish households through a single online storefront.
- Company typePrivate
- Founded2012
- HeadquartersHøng, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Emmaly's does
Emmaly's is a Danish direct-to-consumer e-commerce retailer operating under the trade name Hjem & Bord and legally registered as M. LYNGESBO ApS, headquartered at Torvet 14, Køge, Denmark. The company sells a curated catalog of more than 10,000 SKUs spanning kitchen and electrical appliances, cookware, tableware, living-room décor, bedroom and bath products, textiles, personal care appliances, and outdoor items. Its assortment is heavily weighted toward premium Scandinavian and international brands such as Georg Jensen, Royal Copenhagen, Eva Solo, KitchenAid, Moccamaster, Bodum, Le Creuset, Rosendahl, and Stelton, positioning the retailer as a multi-brand home goods aggregator rather than a single-label operator. The storefront also carries proprietary-labeled items (e.g., Hâws, Hjem & Bord) and runs a dedicated Tilbud (offers) section with seasonal discounts of 29-37%.
The business operates a single online sales channel through its own e-commerce storefront at hjemogbord.dk, powered by the ShopHelten platform, with no marketplace, wholesale, or B2B channels disclosed. Pricing is in Danish Kroner with unit-level retail pricing ranging from DKK 19.95 to DKK 4,299, free shipping on orders over DKK 399, 1-2 business day delivery on stocked items, a 365-day return policy, and a 1-10 person operating team. Payment methods include MobilePay, Visa, and Mastercard, and the site holds E-mærket certification and a Trustpilot presence.
Customer acquisition is supported by content marketing (a Danish-language blog covering product care, appliance guides, and seasonal content), an email newsletter, and an organic Facebook page, with no paid advertising, SEO, or partnership marketing disclosed. The technology stack is intentionally lean: there are no APIs, no software integrations, no mobile apps, and no AI-powered features documented. The company serves exclusively Danish consumers, with no geographic expansion, no disclosed funding, no M&A activity, and no management team publicly identified, characterizing Emmaly's as a small, owner-operated lifestyle retailer rather than a venture-scaled e-commerce business.
Emmaly's firmographics
Firmographics- Name
- Emmaly's
- Legal name
- M. LYNGESBO ApS
- Website
- https://emmalys.dk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Emmaly's (operating as Hjem & Bord) is a Denmark-based direct-to-consumer e-commerce retailer selling 10,000+ branded home goods, kitchenware, tableware, and décor SKUs to Danish households through a single online storefront.
- Ownership category
- akta.pro rank
Emmaly's industry classification
Industry- Product category
- Online Home Goods Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Furnishings Retailers (44912)
- SIC
- Retail-Catalog & Mail-Order Houses (5961), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Home & Furniture-Focused Catalog Department Store Retailers (CRAGAIAB)
- akta.pro secondary industry
- Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)
Keywords
Where Emmaly's is headquartered
LocationHeadquarters
- HQ city
- Høng
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Emmaly's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Direct e-commerce retail of household goods and kitchen equipment. Customers purchase products through the online storefront with one-time transaction payments. The company sells a wide range of branded home goods including kitchen appliances, tableware, home décor, and bathroom items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at listed retail prices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Emmaly's product offering
Product offeringCore offering
Emmaly's operates the Danish online retail brand Hjem & Bord, selling a curated catalog of 10,000+ branded home goods across kitchen appliances, kitchen equipment, tableware and dining, living room décor, bed and bath products, outdoor items, textiles, personal care appliances, and laundry/ironing products. Products are sold directly to Danish consumers through the company's own e-commerce storefront at unit prices in Danish Kroner, with free shipping on orders over 399 DKK, 1–2 day delivery on stocked items, and a 365-day return policy.
Product overview
Hjem & Bord (Emmaly's) operates as a Danish e-commerce platform specializing in household goods, kitchen equipment, tableware, home decor, and personal care products. The company offers a comprehensive range of product categories including Kitchen & Electrical (appliances, cookware, utensils), Tableware & Dining (cutlery, glassware, dishes), Living Room decor (lamps, vases, candles), Bed & Bath products (towels, bedding, personal care appliances), and Outdoor items. They feature both first-party branded products and carry numerous third-party brands such as Georg Jensen, Eva Solo, KitchenAid, Bodum, Moccamaster, and Le Creuset. The platform operates as a traditional e-commerce retailer with no AI-powered features, APIs, or software integrations.
Differentiator
Problem solved
Functional benefit
Companies that use Emmaly's
Customer profileSegments1 record
Ideal customer profiles1 record
Emmaly's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Emmaly's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopHeltenminorE-commerce platform provider and technology partner that powers the Hjem & Bord online store. The company operates in collaboration with ShopHelten for their e-commerce infrastructure.
Scale indicators1 record
Recent moves4 records
Expansion highlights2 records
Emmaly's competitors and assessment
Company assessmentDirect peers
- Imerco: Large Danish chain retailer of kitchenware, home goods, and gifts operating both physical stores and an online storefront. Overlaps on category mix (kitchen, tableware, home) and target Danish household consumers, though at greater scale and with a broader value-tier assortment.
- Bahne: Established Danish home and lifestyle e-commerce retailer carrying a multi-brand assortment of Scandinavian home decor, kitchenware, and design goods. Directly comparable on geography (Denmark), target customer (Danish household consumers), and assortment strategy (curated multi-brand).
- Illums Bolighus: Iconic Danish premium design retailer (flagship on Strøget) offering curated Scandinavian furniture, tableware, and home goods. Comparable premium-brand portfolio and Danish consumer focus, with an established physical showroom adding brand credibility.
- Cervera: Danish specialty retailer of tableware, glassware, and kitchen brands including brands carried by Emmaly's. Directly comparable on category focus (tableware/dining) and Danish premium-brand positioning.
- Sinnerup: Danish lifestyle and home goods e-commerce retailer with overlapping categories including decor, tableware, and seasonal home products. Comparable Danish consumer focus and curated multi-brand DTC approach.
- RoyalDesign: Pan-Nordic design e-commerce platform specializing in Scandinavian furniture, lighting, and home accessories from brands such as HAY, Menu, and Fritz Hansen. Closely comparable curated design-led DTC model, though with broader Nordic reach.
- KitchenOne: Nordic online specialist for premium kitchen appliances and equipment, overlapping on the Kitchen & Electrical category. Comparable DTC model and premium-brand sourcing, with a narrower vertical focus than Emmaly's full multi-category offering.
Regional players
- Nordiska Galleriet: Stockholm-based premium Scandinavian design retailer offering curated furniture, lighting, and home accessories. Strong comparable on premium Scandinavian brand assortment and DTC model, but primarily serves the Swedish market rather than Denmark.
Broad incumbents
- Magasin: Denmark's leading department store chain with a large home, kitchen, and design assortment both in-store and online. Comparable on category mix and Danish consumer base, but operates as a broad-line incumbent with fashion and beauty alongside home.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Emmaly's social profiles
Digital presenceEmmaly's compliance and trust
Trust signalCompliance1 record
Emmaly's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emmaly's leadership team
Management profileNumber of profiles
Emmaly's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emmaly's 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 Emmaly's
What does Emmaly's do?
Emmaly's operates the Danish online retail brand Hjem & Bord, selling a curated catalog of 10,000+ branded home goods across kitchen appliances, kitchen equipment, tableware and dining, living room décor, bed and bath products, outdoor items, textiles, personal care appliances, and laundry/ironing products. Products are sold directly to Danish consumers through the company's own e-commerce storefront at unit prices in Danish Kroner, with free shipping on orders over 399 DKK, 1–2 day delivery on stocked items, and a 365-day return policy.
Is Emmaly's a public or private company?
Emmaly's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Emmaly's founded?
Emmaly's was founded in 2012. It employs 1 to 10 people.
Where is Emmaly's based?
Emmaly's is headquartered in Høng, Denmark, in the Europe region.
How does Emmaly's make money?
One revenue line is on record: product Sales.
Who are Emmaly's's main competitors?
Direct peers on record are Imerco, Bahne, Illums Bolighus, Cervera, Sinnerup, RoyalDesign and KitchenOne. Nordiska Galleriet is listed as a regional player. Magasin is listed as a broad incumbent.
Does Emmaly's have an API?
No public API is recorded for Emmaly's.
What industry is Emmaly's in?
Emmaly's's product category is Online Home Goods Retail. Its primary akta.pro industry code is CRAGAIAB, Home & Furniture-Focused Catalog Department Store Retailers, with a secondary code of CRAEAGAH, Home & Kitchen Value Variety Stores (Small Housewares & Décor). Its NAICS code is 449 and its SIC code is 5961.