What Dagrofa Logistik does

Dagrofa Logistik a/s is a Danish grocery wholesale and logistics operator serving convenience stores, supermarket chains, discount retailers, and international export customers. The company distributes more than 18,500 product numbers spanning A-brands, B-brands and an award-winning Private Label program that includes 16 brands and labels with over 3,000 SKUs (such as Grøn Balance, First Price, Gestus and Omhu). Operations are anchored in three strategically placed terminals in Vejle (the main refrigerated, meat, produce and frozen goods site), Herning (Central Jutland) and Ringsted (HQ, tobacco and cross-docking), with delivery scheduling managed through the proprietary Gecko gatebooking system across all three sites.\n\nThe business model is B2B wholesale distribution with a sales-led go-to-market. Revenue is generated through transactional wholesale fees on the distribution of daily groceries to roughly 600 Danish stores (including partnerships with MENY, SPAR, Løvbjerg, Nemlig.com, Q8 Danmark, and Wolt Market) and export of Danish/Nordic foods to North Atlantic and Baltic markets (Iceland, Greenland, Faroe Islands, Estonia, Poland). The company draws on more than 40 years of customized logistics expertise and over 50 years of export experience, offering concept and category development alongside multi-temperature one-stop delivery.\n\nDagrofa Logistik is a wholly-owned subsidiary of Dagrofa A/S, which is owned by Norwegian NorgesGruppen together with independent grocers and KFI. The Dagrofa Group, which also operates retail and foodservice legs, generated approximately EUR 2.5 billion in annual revenue in 2022 and employs around 14,500 people in total. Dagrofa Logistik itself operates with approximately 500 dedicated employees across its warehouses and functions, with Dan Kolding serving as CEO since January 2023.

Name

Dagrofa Logistik

Legal name

Dagrofa Logistik a/s

Website

https://dagrofa-logistik.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Dagrofa Logistik a/s is a Danish grocery wholesale and logistics operator that distributes 18,500+ SKUs across A-brands, B-brands and a Private Label portfolio of 16 brands to roughly 600 Danish convenience stores, supermarket chains and discount retailers, plus export customers in the North Atlantic and Baltic region.

Ownership category

akta.pro rank

Product category

Grocery Wholesale and Logistics Services

NAICS

Packaged Frozen Food Merchant Wholesalers (42442), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Import/Export Broadline Foodservice Distributors (AFAIAAAH)

akta.pro secondary industry

Frozen Foods Wholesale (Packaged & Private Label) (AFAIAHAA)

Keywords

• Grocery wholesale distribution
• Convenience store supply
• Food logistics services
• Private label brands
• Nordic food export

Headquarters

HQ city

Vejle

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Grocery Distribution: Distribution of daily groceries to convenience stores, supermarket chains, and other retailers across Denmark
2. Export of Nordic Foods: Export of Danish/Nordic foods of highest quality and food safety. Over 50 years of experience servicing foreign customers with packing, freight, customs documentation and certificates
3. Private Label Products: Sale of own Private Label brands including award-winning Private Label program with A-brands, B-brands and private label

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Dagrofa Logistik supplies grocery wholesale and logistics services, distributing more than 18,500 food and non-food items from three strategically placed warehouses in Vejle, Herning and Ringsted. The company serves convenience stores, supermarket chains, and export customers with customized logistical setups, including packing, freight, and customs documentation for Nordic food export. It also offers a private label program with 16 brands across A-brand, B-brand and own-label products.

Product overview

Dagrofa Logistik is a food/grocery wholesale and logistics company operating as a full-service solution provider with a plug-and-play Private Label concept portfolio. The company offers over 18,500 product items across 16 private brands and labels including four main PL brands: Grøn Balance (organic/eco-friendly household and personal care), First Price (budget grocery), Gestus (affordable quality food), and Omhu (premium fresh products). Additional sub-brands include Fixa (cleaning), Praktisk (practical household), and Pur Aktiv (deep cleaning). The company provides total supplier services to convenience stores, export services for Nordic foods, and operates strategically placed warehouses in Vejle, Herning, and Ringsted. With over 40 years of expertise, they deliver customized logistics solutions to Danish and export customers.

Differentiator

Problem solved

Functional benefit

Brands

• Grøn Balance: Organic and environmentally friendly household and personal care products, Nordic Swan Ecolabel certified.
• First Price
• Gestus
• Omhu

Products and services

• First Price Budget-friendly private label grocery products covering food and non-food consumer needs at low prices.
• Gestus Affordable private label food products comparable in quality to A-brands, designed for everyday budgets.
• Omhu Premium private label food products emphasising fresh produce, delicacies, fruits, vegetables, and food quality.
• Grøn Balance Organic and environmentally friendly household and personal care products certified with the Nordic Swan Ecolabel, including cleaning and personal care ranges.
• Convenience Store Supply Services Total supplier service for convenience stores covering beverages, bakeoff, non-food including auto equipment and OTC medicines, delivered with customised logistical setups and direct one-stop delivery.
• Nordic Food Export Services Export distribution of Danish and Nordic foods to international markets, including packing, freight forwarding, customs documentation and certificate handling with over 50 years of experience.

Quantifiable outcome

• 50+ years of export experience serving North Atlantic and international customers
• +1 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Frode LaursencoreStrategic or Co-development Partner · 1 January 2024In 2024, electric trucks were introduced in operations in close collaboration with logistics company Frode Laursen. Focus on increasing the share of kilometers driven on electricity rather than diesel.
• Q8 DanmarkcoreStrategic or Co-development Partner · 1 January 2021Partnership agreement for delivery of all product categories in a one-stop concept, where all products (regardless of temperature) are delivered to the station on the same truck.
• LøvbjergcoreChannel Partner/ Reseller/ Distributor · 1 January 2017Starting October 2017, Dagrofa Logistik began close collaboration with Løvbjerg for delivery of goods to the chain's stores across Denmark. Collaboration includes private label price fighters to premium products and brand products.

Scale indicators5 records

Recent moves19 records

Expansion highlights5 records

Regional players

• Eurocash: Largest wholesale distributor of fast-moving consumer goods in Poland (Eurocash, Cash & Carry, abc, Lewiatan networks) — analogous broadline grocery wholesaler serving independent retail in a regional European market.
• ICA Gruppen: Major Swedish grocery retail group with integrated wholesale operations (ICA Sverige) and strong private-label portfolio — comparable Nordic grocery wholesale model with similar pricing/category discipline.
• Axfood: Swedish grocery retail and wholesale group (Hemköp, Willys, Dagab) integrated across wholesale and retail — comparable Nordic grocery wholesale/private-label structure serving a multi-banner retail base.
• Kesko: Finnish integrated retail/wholesale operator (K-Citymarket, K-Market, K-Supermarket, Kespro foodservice) — directly comparable on broadline grocery wholesale plus private-label depth across retail and foodservice.

Direct peers

• Dagrofa Foodservice: Sister business unit under Dagrofa A/S, focused on foodservice wholesale (HORECA) — shares the same parent, governance and Nordic sourcing base, and competes with Dagrofa Logistik for cross-leverage of category and supplier relationships.
• Coop Danmark: Largest Danish grocery cooperative, integrating wholesale and retail across convenience and supermarket banners (Kvickly, SuperBrugsen, Dagli'Brugsen, IRMA) — directly comparable to Dagrofa Logistik's broadline grocery wholesale plus private-label model serving Danish retailers.
• Salling Group: Danish retail conglomerate owning Netto, Bilka, Føtex and Salling, operating integrated wholesale and private-label programmes for daily goods — overlaps with Dagrofa Logistik on grocery wholesale and PL supply to a Danish store base.
• Reitan Convenience: Norwegian convenience-store wholesaler and franchise operator (Narvesen, 7-Eleven, Convenience Group) and NorgesGruppen affiliate — directly comparable to Dagrofa Logistik's convenience-store total-supplier proposition across the Nordics.

Broad incumbents

• METRO AG: Global cash-and-carry/wholesale operator (METRO/MAKRO) serving hospitality, foodservice and small retailers — broader incumbent benchmark for cross-border grocery and foodservice wholesale, supply-chain scale, and private-label strategy.
• Lekkerland (REWE Group): Europe's leading convenience wholesaler owned by REWE Group, distributing to petrol stations, bakeries, and quick-commerce — the original convenience arm that Lekkerland A/S (later acquired by SuperGros) belonged to and the closest pan-European analogue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights8 records

Customer concentration

• LinkedInlinkedin.com/company/dagrofa-logistik

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 Dagrofa Logistik