Heimkaup
Heimkaup is an Icelandic direct-to-consumer e-commerce platform selling alcoholic beverages, nicotine pouches, and soft drinks to adult consumers in Iceland, with age verification via Icelandic electronic ID and last-mile delivery through Wolt.
- Company typePrivate
- Founded2013
- HeadquartersKópavogur, Iceland
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Heimkaup does
Heimkaup is an Icelandic direct-to-consumer e-commerce platform that sells alcoholic beverages, nicotine pouches, and non-alcoholic drinks to private consumers in Iceland. The platform operates at heimkaup.is and through native iOS and Android apps, with mandatory login via the Icelandic electronic ID (rafræn skilríki) used to enforce age thresholds of 20+ for alcohol and 18+ for nicotine products. Order fulfillment is carried out by Wolt and other professional delivery partners, which re-verify customer age at the point of delivery; payment processing is handled by Verifone, and the company explicitly states it does not store full card numbers or security codes on its own systems.
The product catalog spans local lagers from Ölgerðin (Gull Lite, Gull, Boli), imported beers and seltzers (Isbjörn Lite, Dildo Shots), wines (Martini Prosecco, Finca Las Moras Malbec, Tosti), nicotine pouches across multiple brands (LOOP, BLYS, VELO, THOR, ELFBAR), soft drinks and mixers (Coca-Cola Sugar-Free, Pepsi Max, Kristall sparkling lime), and garnishes including Icelandic ice and fresh lime. Merchandising is organized into "Popular," "Great Deals," "Bulk Offers," "Combo Deals," and "New Products" categories, with bundle and quantity discounts typically in the 10–33% range and prices quoted in Icelandic krónur inclusive of VAT.
The business is structured across two legal entities: Heimkaup ehf. (Kennitala 491219-0250, registered at Smáratorg 3, 201 Kópavogur) operates the website and customer-facing service in Iceland on behalf of the seller, while Hjemmekob ApS (Danish registration 43277782, Øresundsvej 48, Copenhagen) is the entity that sells the products. A separate operational address at Þönglabakki 1, 109 Reykjavík serves as the main operational/delivery location with daily hours of 11:00–22:00. No funding rounds, headcount, management team, revenue figures, or investor disclosures are present in the source material, and sales and delivery are explicitly restricted to within Iceland only.
Heimkaup firmographics
Firmographics- Name
- Heimkaup
- Legal name
- Heimkaup ehf.
- Website
- https://heimkaup.is
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Heimkaup is an Icelandic direct-to-consumer e-commerce platform selling alcoholic beverages, nicotine pouches, and soft drinks to adult consumers in Iceland, with age verification via Icelandic electronic ID and last-mile delivery through Wolt.
- Ownership category
- akta.pro rank
Heimkaup industry classification
Industry- Product category
- Online Alcohol and Beverage Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532), Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991)
- akta.pro primary industry
- Alcohol, Tobacco & Cannabis Inventory-led Online Retailers (CRAFADAO)
- akta.pro secondary industries
- Online Alcohol & Adult Beverage Delivery (CRAHAIAH), Online Alcohol Retail & Ship-to-Consumer (CRANAAAG)
Keywords
Where Heimkaup is headquartered
LocationHeadquarters
- HQ city
- Kópavogur
- HQ country
- Iceland
- HQ region
- Europe
Offices3 records
Markets served
Heimkaup business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales: Direct sales of alcoholic beverages, nicotine products, and non-alcoholic beverages to consumers in Iceland. Revenue generated through product markups with prices in Icelandic krónur (ISK) including VAT. Delivery charges apply at checkout.
- Delivery Fees: Revenue from delivery charges shown at checkout for orders delivered by Wolt and other delivery partners
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with volume discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Heimkaup product offering
Product offeringCore offering
Heimkaup is an Iceland-based direct-to-consumer e-commerce platform that sells alcoholic beverages (beer, wine, spirits, pre-mixed cocktails), nicotine pouches, and non-alcoholic beverages (soft drinks, mixers, ice, garnishes). Customers must log in via Icelandic electronic ID for age verification (20+ for alcohol, 18+ for nicotine), and orders are delivered by Wolt and other partners with age checks at the point of delivery. All prices are quoted in Icelandic krónur including VAT, with delivery fees added at checkout.
Product overview
Heimkaup is an Icelandic online alcohol delivery service operating as a direct-to-consumer e-commerce platform. The service focuses on alcoholic beverages (beer, wine, spirits, mixed drinks, seltzers), nicotine products (nicotine pouches, cigarettes, cigars), and non-alcoholic beverages (soft drinks, sodas, energy drinks, tonics, mixers, garnishes). The platform operates with Icelandic electronic ID authentication for age verification (minimum 20 for alcohol, 18 for nicotine products) and delivers products via Wolt. Key product brands include Gull Lite and Gull (Icelandic lagers from Ölgerðinni), Boli, various imported beers, wines (Martini Prosecco, Finca Las Moras Malbec), nicotine pouches (LOOP, BLYS, VELO, THOR), and mixers (Pepsi Max, Coca-Cola). Payment processing is handled through Verifone. The service operates as a marketplace-style platform with category filtering, bundle deals, and quantity discounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Beer (Icelandic and imported) Lagers and light beers from Icelandic and Norwegian breweries, available as single units and multi-pack formats, sold to Icelandic consumers aged 20+ for home delivery.
- Wine and Sparkling Wine Imported wines and sparkling wines in 750ml bottles, including Italian Prosecco, Argentinian Malbec, and other varietals, sold to Icelandic consumers aged 20+ for home delivery.
- Pre-mixed Cocktails and Spirits Pre-mixed alcoholic shots in 20ml packs and 700ml bottles, sold to Icelandic consumers aged 20+ for home delivery.
- Nicotine Pouches Tobacco-free nicotine pouches in multiple flavors from brands LOOP, BLYS, VELO, and THOR, sold in 5-pouch bundles to Icelandic consumers aged 18+ for home delivery.
- Non-alcoholic Beverages and Mixers Soft drinks, sugar-free colas, sparkling waters, and other mixers sold in multi-pack formats to Icelandic consumers for home delivery.
- Ice and Garnishes Ice cubes (1.5 kg of Icelandic water) and fresh limes sold as garnish and mixer accessories alongside alcoholic and non-alcoholic beverages.
Companies that use Heimkaup
Customer profileSegments1 record
Ideal customer profiles1 record
Heimkaup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Heimkaup partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- WoltcoreWolt is the primary delivery partner for Heimkaup, handling order fulfillment and conducting age verification checks at delivery for alcohol and nicotine products. Wolt may refuse delivery if age cannot be verified.
- VerifonecoreVerifone processes secure card and digital wallet payments for Heimkaup. Full card numbers and security codes are not stored on Heimkaup systems.
- Hjemmekob ApScoreHjemmekob ApS is the seller of products on the Heimkaup website (Company registration no.: 43277782, Copenhagen, Denmark). Heimkaup ehf. operates the website and customer-facing service in Iceland on behalf of the seller.
- Ölgerðin (Ölgerðinni Agli Skallagrímssyni)coreÖlgerðin is the Icelandic brewery (established 1913) that produces Gull Lite, Gull, and Boli beers sold on Heimkaup. Gull Lite was first launched on March 1, 1989 when Iceland's beer ban was lifted.
Scale indicators1 record
Recent moves6 records
Expansion highlights3 records
Heimkaup competitors and assessment
Company assessmentDirect peers
- Mathem: Sweden's leading online grocery retailer with alcohol delivery (Systembolaget partnership model). Comparable as a Nordic online grocery operator with age-gated product categories.
- Boozy: Norwegian alcohol delivery startup offering on-demand beer, wine, and spirits with age verification. Comparable as a Nordic online alcohol delivery operator with similar regulatory constraints and product mix.
- Oda: Norwegian online grocery retailer delivering groceries and age-restricted products (alcohol, tobacco) to Norwegian households. Comparable business model of online grocery with age-restricted categories in a Nordic market.
- Nemlig.com: Denmark's largest online grocery retailer, offering alcohol alongside groceries with scheduled delivery. Comparable as a regulated, age-gated online retailer in the same Danish-Nordic orbit as Heimkaup.
- Vínbúðin: Iceland's state-run alcohol retail monopoly and the dominant off-premise alcohol channel in the country. Directly comparable to Heimkaup as the incumbent Heimkaup competes with for Icelandic alcohol consumers.
Others
- Wolt: Heimkaup's primary delivery partner; Wolt operates alcohol delivery in multiple European markets and is therefore both a logistics enabler and a potential competitor with overlapping alcohol delivery capabilities.
Emerging players
- Flink: European quick-commerce operator delivering groceries and convenience items, including alcohol in applicable markets. Comparable as a fast-delivery e-commerce player in adjacent categories.
- Getir: Global quick-commerce operator offering 10-minute delivery of groceries and convenience items including alcohol where permitted. Comparable as a digital-first convenience delivery player with overlapping basket composition.
Broad incumbents
- Uber Eats: Global on-demand delivery platform offering alcohol delivery in multiple markets with ID checks. Comparable as a broad incumbent that competes with niche alcohol delivery operators for consumer occasions.
- Deliveroo: Large on-demand delivery platform offering alcohol delivery in select European markets. Comparable as an established delivery platform with regulated, age-verified alcohol fulfillment capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Heimkaup social profiles
Digital presenceHeimkaup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heimkaup leadership team
Management profileNumber of profiles
Heimkaup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heimkaup 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 Heimkaup
What does Heimkaup do?
Heimkaup is an Iceland-based direct-to-consumer e-commerce platform that sells alcoholic beverages (beer, wine, spirits, pre-mixed cocktails), nicotine pouches, and non-alcoholic beverages (soft drinks, mixers, ice, garnishes). Customers must log in via Icelandic electronic ID for age verification (20+ for alcohol, 18+ for nicotine), and orders are delivered by Wolt and other partners with age checks at the point of delivery. All prices are quoted in Icelandic krónur including VAT, with delivery fees added at checkout.
Is Heimkaup a public or private company?
Heimkaup is a private company. It is classified as unknown and is currently operating.
When was Heimkaup founded?
Heimkaup was founded in 2013. It employs 1 to 10 people.
Where is Heimkaup based?
Heimkaup is headquartered in Kópavogur, Iceland, in the Europe region.
How does Heimkaup make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are delivery Fees.
Who are Heimkaup's main competitors?
Direct peers on record are Mathem, Boozy, Oda, Nemlig.com and Vínbúðin. Wolt is listed as an others. Emerging players are Flink and Getir. Broad incumbents are Uber Eats and Deliveroo.
Does Heimkaup have an API?
No public API is recorded for Heimkaup.
What industry is Heimkaup in?
Heimkaup's product category is Online Alcohol and Beverage Retail. Its primary akta.pro industry code is CRAFADAO, Alcohol, Tobacco & Cannabis Inventory-led Online Retailers, with a secondary code of CRAHAIAH, Online Alcohol & Adult Beverage Delivery. Its NAICS code is 44532.