In2house

What In2house does

In2house A.M.B.A. is a Danish member-owned cooperative (Andelsselskab med begrænset ansvar) founded in 2008 and headquartered in Hadsten, Denmark. It functions as a shared chain company and buying office for three voluntary furniture retail chains — Møblér, Hjemme Hos, and Danbo Møbler — collectively serving more than 70 independently owned furniture stores across Denmark with combined member-store turnover exceeding 1 billion DKK. In2house negotiates and manages supplier agreements on behalf of the chains, operates a centralized digital invoicing system (centralfakturering) that processes payments between suppliers and member stores with fixed twice-monthly settlement cycles, and holds constant securities of more than 40 million DKK to guarantee supplier payments. The cooperative also provides shared IT infrastructure for inventory management, delivery planning, claims handling, and accounting; chain-specific e-commerce platforms (Møbler.dk, Danbo.dk, and the Hjemme Hos webshop); centralized digital marketing and advertising support; and consulting for succession planning and business development.

Each member store pays a 20,000 DKK refundable capital contribution and ongoing membership, marketing, and service fees; profits and supplier bonuses are redistributed to members in proportion to their purchasing activity, with more than 30 million DKK paid out to member stores and owners between 2018 and 2023. The cooperative employs only 2-3 staff for cross-chain functions, while each chain maintains its own lean team (approximately 10 at Møblér, 2-3 at Hjemme Hos, with Danbo operating largely through member volunteers), reflecting In2house's positioning as a lean shared-services platform rather than a vertically integrated retailer. Governance is exercised through a board elected by and among member store owners, with an externally elected chairman and an employed director (Torben Bechmann) responsible for daily operations. The platform has expanded organically through the 2014 launch of the Møblér chain (replacing Smag & Behag) and the 2020 merger with HJEMME HOS F.M.B.A., which brought the Hjemme Hos chain into the cooperative.

Name

In2house

Legal name

In2house A.M.B.A.

Website

https://in2house.dk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

In2house A.M.B.A. is a Danish member-owned cooperative and buying office serving three voluntary furniture chains — Møblér, Hjemme Hos, and Danbo Møbler — collectively representing 70+ independently owned stores across Denmark with combined turnover exceeding 1 billion DKK.

Ownership category

akta.pro rank

Product category

Furniture Retail Cooperative Services

NAICS

Furniture Merchant Wholesalers (42321)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Buying Clubs & Community Bulk Purchasing Co-ops (CRAHALAE)

akta.pro secondary industry

Hybrid Retail-Wholesale Membership Clubs (B2B2C) (CRAEADAD)

Keywords

• Furniture retail cooperative
• Voluntary chain services
• Central invoicing systems
• Furniture store marketing
• Shared IT infrastructure

Headquarters

HQ city

Hadsten

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Contributions: Members pay an initial capital contribution of 20,000 DKK to join. This equity stake is fully refunded upon exit from the cooperative.
2. Central Invoicing Services: The cooperative facilitates purchasing through central invoicing, taking a role in processing transactions between suppliers and member stores. This includes handling payments and guaranteeing supplier payments.
3. Marketing and Administration Fees: Chain-specific rules for membership contributions and marketing fund contributions, as well as fees for shared services like IT, consulting, and administrative support.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

In2house A.M.B.A. is a member-owned cooperative chain company providing shared administration, central invoicing, purchasing coordination, IT infrastructure, and digital marketing services for three voluntary furniture retail chains (Møblér, Hjemme Hos, and Danbo Møbler) in Denmark. Independent furniture store owners join the cooperative, contribute capital, and gain access to group purchasing, shared e-commerce platforms, supplier payment guarantees, and annual bonus distributions.

Product overview

In2house A.M.B.A. is a cooperative chain company serving as the central administrative and operational hub for three voluntary furniture retail chains: Møblér, Hjemme Hos, and Danbo Møbler. The company offers a platform of interconnected services including central invoicing (centralfakturering), shared IT solutions for inventory and delivery management, digital marketing services, and common e-commerce platforms (Møbler.dk, Danbo.dk, and the Hjemme Hos webshop). Member stores across all three chains gain access to exclusive product assortments, collective marketing, website/e-commerce capabilities, and annual bonus distributions through their membership.

Differentiator

Problem solved

Functional benefit

Products and services

• Central Invoicing (Centralfakturering / Gennemfakturering) A digitalized invoicing service where suppliers invoice In2house, which then re-invoices member furniture stores, with all payments collected through PBS on fixed dates (the 8th and 23rd of each month). It provides guaranteed payments to suppliers and simplified accounting for member stores.
• Shared IT Solution for Furniture Retail A specialized IT solution for member furniture stores covering inventory management, delivery planning, complaints handling, invoicing, and integrated accounting.
• Møbler.dk E-commerce Platform The Møblér chain's shared e-commerce webshop with individual store profile pages, local assortment listings, and online ordering routed to the nearest member store for fulfillment.
• Danbo.dk E-commerce Platform E-commerce platform for Danbo Møbler with individual store profile pages, local assortment listings, and online ordering routed to member stores.
• Hjemme Hos Webshop Shared e-commerce platform for the Hjemme Hos chain with individual store profile pages, local social media advertising, and SEO services for member stores.
• Møblér Chain Membership Voluntary furniture chain membership under the Møblér brand for independent Danish furniture store owners, offering the deepest level of chain cooperation (shared assortment, exclusive product lines, joint purchasing, warehousing, marketing, and webshop).
• Hjemme Hos Chain Membership Voluntary furniture chain membership under the Hjemme Hos brand, focused on a more limited shared assortment and stronger local autonomy for member stores on assortment and marketing.
• Danbo Møbler Chain Membership Voluntary furniture chain membership under the Danbo Møbler brand with minimal shared overhead; common tasks are resolved collectively by member stores, primarily around marketing and supplier relationships.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ældre SagenminorGTM or Marketing PartnerMøblér has a partnership with Ældre Sagen (Danish Elderly People's Organization) and advertises in their member magazine. This provides access to the senior demographic as target customers for the Møblér furniture chain.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• JYSK: Danish-headquartered international home furnishings and mattress retailer with owned stores across Europe. Comparable as a major Danish furniture/home goods retailer operating in the same geographic market and competing for the same consumer furniture spend.
• IKEA: Global furniture retail leader with significant Danish market presence and broad supplier relationships. Comparable as the dominant incumbent shaping consumer expectations and supplier economics in the same furniture category.
• XXXLutz: Europe's largest furniture retailer operating across multiple European markets including the Nordics. Comparable as a broad incumbent in the same furniture retail category competing for similar consumer wallet share.

Emerging players

• Home24: European online furniture and home accessories retailer active across continental Europe. Comparable as an emerging online-first player reshaping furniture retail competition across Europe, including the Danish market In2house serves.
• Bolia: Danish-designed furniture brand with direct-to-consumer retail and online channels. Comparable as a Danish-headquartered furniture brand using digital and showroom models to capture share from traditional independent retailers in the same category.
• Wayfair: Global online furniture retail platform with no physical stores. Comparable as a key disruptor of traditional furniture retail economics that In2house's member stores depend on for footfall and turnover.
• Westwing: European online home and living concept with curated furniture and decor assortment. Comparable as a digital-first operator competing for the same end consumers served by In2house's member stores.

Direct peers

• Møbelringen: Swedish voluntary furniture chain operating a cooperative-like model that pools independent furniture retailers for shared purchasing, marketing, and brand identity. Most directly comparable to In2house as a Nordic voluntary chain structure serving independent furniture retailers with similar centralized services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

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 In2house