What Gulvlageret.dk does

Gulvlageret.dk (legal entity Gulvlageret Aps, CVR 32477267) is a Denmark-based specialty e-commerce retailer positioning itself as the country's largest webshop for floor coverings. The company is headquartered in Skovlunde, Hovedstaden, operates with approximately 7 employees, and is privately held with no disclosed external funding. Its distribution model combines a national e-commerce platform with 7 unmanned, self-service showrooms open daily from 8 to 24, supported by its own warehouse enabling 3-5 business day delivery. The product catalog exceeds 12,000 SKUs spanning wood, laminate, vinyl, linoleum, carpet, bamboo, cork, and design flooring, alongside adjacent categories including underfloor heating, flooring accessories, tools, paint and wallpaper, table tops, furniture, kitchen/bath/wardrobe solutions (the latter in partnership with Danish kitchen maker Multi-Living), terrace decking, BBQs, and acoustic panels. Carried brands include Haro (including its DISANO sub-brand), BerryAlloc, Pergo, Tarkett, Forbo, Fletco, Ege, Danfloor, Moso, Junckers, BOEN, Brink & Campman, Louis de Poortere, BeefEater, and others.

The technology stack consists of an e-commerce storefront with a companion mobile app offering QR code scanning tied to in-showroom product samples, real-time order tracking, and a 1% app-user discount incentive. There is no public API, MCP server, or disclosed AI/ML layer; the technology surface is conventional catalog e-commerce rather than AI-native. The commercial model is straightforward one-time product sales priced per square meter (or per item for accessories), with a stated 'pallet pricing even for small quantities' (pallepriser) positioning that underpins the tagline of being Denmark's cheapest and fastest flooring supplier. Payment options visible on the site include Dankort, eDankort, MasterCard, Visa, Visa Electron, and ViaBill, alongside e-mærket certification.

Gulvlageret serves two segments: a primary base of individual Danish DIY homeowners undertaking single-room to whole-house renovations, and a secondary base of professional buyers for hotel interiors and larger residential decoration projects. Distribution is single-country domestic; geographic expansion beyond Denmark is not evidenced. There are no disclosed acquisitions, mergers, leadership changes, funding rounds, or regulatory actions in the available data, and the company appears to be independently owned with no parent entity.

Name

Gulvlageret.dk

Legal name

Gulvlageret Aps

Website

https://gulvlageret.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Gulvlageret.dk is Denmark's largest online flooring retailer, selling more than 12,000 flooring and adjacent home-product SKUs via a national e-commerce platform supported by 7 unmanned self-service showrooms and its own warehouse, serving primarily Danish DIY homeowners and secondarily hotel/interior project buyers.

Ownership category

akta.pro rank

Product category

Online Flooring Retail

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industries

Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Carpet & Area Rug Flooring Retail (CRAIAGAE), Bamboo, Cork & Eco Flooring Retail (CRAIAGAG)

Keywords

• Flooring retail
• Online floor store
• Wood and laminate flooring
• Vinyl and linoleum floors
• Carpets and rugs

Headquarters

HQ city

Denmark (Headquarters location)

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Gulvlageret.dk generates revenue through direct sales of flooring products (wood floors, laminate, vinyl, linoleum, carpets, bamboo floors), furniture, and kitchen products. They sell at pallet prices even for small quantities, emphasizing cost efficiency for consumers. Revenue is one-time transaction-based with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Gulvlageret.dk is Denmark's largest online flooring retailer, selling more than 12,000 SKUs of flooring and related accessories directly to consumers through an e-commerce webshop and 7 unmanned showrooms. The product range covers wood floors, laminate, vinyl, linoleum, carpets, carpet tiles, bamboo, cork, and design floors, plus complementary categories such as underfloor heating, tools, furniture, paint, kitchens (via Multi-Living partnership), and terrace decking.

Product overview

Gulvlageret.dk is Denmark's largest online flooring retailer offering a comprehensive e-commerce platform with more than 12,000 product SKUs across flooring and related accessories. The product portfolio centers on multiple flooring categories including wood floors (trægulve), laminate floors (laminatgulve), vinyl floors (vinylgulve), linoleum floors (linoleumsgulve), carpets (gulvtæpper and tæppefliser), bamboo floors (bambusgulve), cork floors (korkgulve), and design floors (designgulve). The company also extends into complementary categories including floor heating (gulvvarme), tools (værktøj), accessories (tilbehør), painting products (maling), table tops (bordplader), furniture (møbler), and kitchens (køkken). Premium sub-brands include HARO's DISANO line (WaveAqua, Saphir, Project) featuring water-resistant technologies and design aesthetics. The platform operates 7 unmanned showrooms across Denmark with 24/7 access, offers pallet pricing even for small quantities, and provides a mobile application with QR code functionality for product information and order tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood Floors (Trægulve)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Multi-LivingcoreChannel Partner/ Reseller/ DistributorGulvlageret.dk is a dealer of Multi-Living kitchens, which are Danish-produced kitchens of high quality at low prices. This partnership expands their product offering beyond flooring into complete kitchen solutions.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Silvan: One of Denmark's largest home improvement chains with a strong flooring category, omnichannel presence and store network. Directly competes for the same DIY and pro DIY customer buying flooring in Denmark.
• Harald Nyborg: Danish discount hardware and home retailer with nationwide stores and an online channel. Comparable on value-positioned flooring, furniture-adjacent categories and DIY customer base in Denmark.
• Fog Trælast & Byggemarked: Danish building materials and DIY chain with both trade and consumer focus. Directly comparable on flooring assortments, omnichannel service and Denmark-only geographic footprint.
• Jem & Fix: Danish hardware retail chain with deep price-led positioning across home improvement. Comparable on budget DIY and flooring-adjacent categories serving Danish homeowners.
• Bauhaus Danmark: Major Danish home improvement and building materials retailer with deep flooring assortments, click-and-collect and own-brand products. Comparable on price-led flooring retail and Denmark-only footprint.
• Stark Danmark: Danish building materials specialist with flooring, tools and accessories for both pros and consumers. Overlaps heavily with Gulvlageret on flooring assortments and Danish-only service.
• Bygma: Danish building materials dealer serving both professional tradespeople and DIY consumers. Overlaps with Gulvlageret on flooring distribution and Denmark-only omnichannel retail.

Broad incumbents

• Wayfair: Global online home goods retailer serving Denmark with broad flooring, furniture and decor assortment. Comparable as a pure-play home e-commerce operator competing for the same online DIY customer.
• IKEA: Global home furnishings giant with significant flooring and kitchen offering in Denmark. Overlaps with Gulvlageret on showroom-plus-e-commerce model, DIY home renovation basket and value-led positioning.
• JYSK: Pan-Nordic home goods retailer covering furniture, mattresses and interior accessories from Danish roots. Broader scope than Gulvlageret but competes for the same Danish household renovation spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gulvlageret.dk

Revenue estimate

Valuation estimate

Number of profiles

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 Gulvlageret.dk