Idégården Living

What Idégården Living does

Idégården Living is a Danish modern interior design retailer headquartered in Herning, Denmark, operating a 1,500m2 showroom described as a "home dreams" (boligdrømme) destination and a complementary e-commerce storefront at idegaarden.dk serving customers across Denmark. The company sells tiles and mosaics, flooring (laminate, wood, cork/vinyl), full bathroom product lines (fixtures, bathtubs, spas, furniture, lighting, mirrors, accessories), and fireplaces (gas and electric), augmented by complementary categories such as furniture and interior accessories, outdoor spas, acoustic panels (I-Wood), tile installation tools, surface care products, and kitchen faucets including boiling water taps. The assortment spans both own-adjacent brands (CMC Pejse, integrated via acquisition) and a wide portfolio of partner brands including Cassøe, Dansani, Tarkett, Florim, Equipe, Hübsch, d line, I-Wood, and AKVATUR.

The business model is a hybrid showroom-plus-e-commerce retail operation with a project consulting overlay. Idégården sells products on a quote-based, pay-as-you-go model (no public pricing, payment via iDeal, Visa, Mastercard, PayPal, Klarna, Apple Pay, and Google Pay) and offers dedicated projektrådgivning (project consulting) for both private and business customers, including bookable in-person meetings at the Herning showroom. The go-to-market is sales-led, anchored on the physical showroom experience for bottom-of-funnel conversion, supported by an inspiration/blog-driven website, an Instagram channel (@idegaarden), a customer club (Kundeklubben), and customer cases for top- and mid-funnel demand generation. Revenue derives primarily from one-time product sales with a secondary professional services layer in consulting; customer segments are horizontally split between private customers (primary, persona-based renovation/construction buyers) and business customers (commercial construction, developers, renovation projects).

Technologically, the offering leans on partner-supplied 3D visualization tools — the Florim Visualizer for tile preview and the Dansani 3D bathroom design tool for bathroom layout configuration — embedded into the customer journey but not developed in-house. The company runs a lean team of 6 employees, with the Herning showroom and warehouse carrying the operational load and delivery services extending reach throughout Denmark. Idégården Living is privately held, Danish-domiciled, and shows no disclosed parent company, institutional investors, or funding history in the available data.

Name

Idégården Living

Legal name

Idégården Living

Website

https://idegaarden.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Idégården Living is a Danish interior design retailer selling tiles, flooring, bathroom products, and fireplaces through a 1,500m2 Herning showroom and nationwide e-commerce, serving private homeowners and business renovation clients with project consulting and 3D visualization tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales: Idégården Living generates revenue primarily through the sale of tiles and flooring (klinker og fliser), bathroom products (badeværelse), and fireplaces (pejse). They sell a wide range of products including tiles, wood floors, laminate floors, cork/vinyl floors, bathroom furniture, bathtubs, spa baths, mirrors, lighting, kitchen faucets, and fireplace accessories.
2. Project Consulting Services: The company offers project consulting services (projektrådgivning) to help customers with renovation, new construction, and commercial projects. This service supports the product sales by providing expert guidance on material selection and project planning.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Idégården Living is a Danish modern interior design retailer that sells tiles and mosaics (klinker og fliser), flooring solutions (laminate, wood, cork/vinyl), complete bathroom products (fixtures, bathtubs, spas, shower enclosures, furniture), and fireplaces (gas, electric) through a 1,500m2 physical showroom in Herning and an e-commerce store. The company serves both private customers and commercial clients across Denmark, providing project consulting (projektrådgivning), visualization tools, and complete solutions from material selection through project completion.

Product overview

Idégården Living is a Danish modern interior design house offering a comprehensive range of home improvement and interior design products. The portfolio centers on four core product categories: (1) tiles and mosaics (klinker og fliser) featuring various styles including concrete, marble, metal, wood, and stone looks; (2) flooring solutions (gulve) including laminate, wood, and cork/vinyl floors; (3) complete bathroom products including fixtures, bathtubs, spas, shower enclosures, and bathroom furniture; and (4) fireplaces including gas and electric models. The company also offers complementary categories including furniture and interior accessories, outdoor spas, acoustic panels, professional tile tools, care products, and kitchen faucets including boiling water taps. The business operates through a 1,500m2 showroom in Herning, Denmark, and provides project consultation services for both residential and commercial customers. The company added CMC Pejse (fireplaces) as a brand under its portfolio, and partners with multiple international brands including Cassøe, Dansani, Tarkett, Florim, Equipe, Hübsch, d line, and I-Wood.

Differentiator

Problem solved

Functional benefit

Products and services

• Klinker og fliser (Tiles and Mosaics) Extensive range of ceramic tiles, mosaics, and stone tiles for walls and floors in styles including concrete, marble, metal, wood, stone, and outdoor tile looks. Available for residential and commercial applications.
• Gulve (Flooring) Complete flooring solutions including laminate floors, wooden floors, and cork/vinyl floors for residential and commercial applications.
• Badeværelse (Bathroom Products) Full bathroom solutions including shower enclosures, fixtures, bathtubs, spas, sinks, bathroom furniture, shower sets, towel radiators, bath faucets, mirrors, toilets, and accessories.
• Pejse (Fireplaces) Fireplace products including gas fireplaces (front, corner, panorama, tunnel, freestanding, room divider types), electric fireplaces, outdoor heaters, and fireplace accessories. Includes Trimline and Italkero brands integrated from CMC Pejse acquisition.
• Møbler & Interiør (Furniture & Interior) Furniture and interior design products including shelving units, display ladders, plant boxes, bar stools, and other interior accessories.
• Udespa (Outdoor Spa) Outdoor spa products for residential outdoor wellness installations.
• Akustikpaneler (Acoustic Panels) Sustainable acoustic panels from the I-Wood brand for ceiling and wall applications, including PRO+, PRO, and BASIC lines.
• Køkken armaturer og vandhaner (Kitchen Faucets) Kitchen faucets and taps from brands including Newform, NOBA, and AKVATUR, available in various finishes and styles including boiling water taps.
• Projektrådgivning (Project Consulting) Expert project consulting services (projektrådgivning) for both private and business customers, providing personalized guidance from material selection through project completion. Customers can book meetings for in-person consultation.

Named customers3 records

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

Eleven partnerships are on record, tiered minor and core.

• LeesignminorStrategic or Co-development PartnerLeesign is a collaboration partner featured on the Idegaarden Living website. They work together on projects, combining Idegaarden's tile and flooring expertise with Leesign's capabilities.
• Planet-HuseminorStrategic or Co-development PartnerPlanet-Huse is a collaboration partner featured on the Idegaarden Living website. They work together on construction and renovation projects.
• GamborgbygminorStrategic or Co-development PartnerGamborgbyg is a collaboration partner featured on the Idegaarden Living website, working together on building projects.
• BGmidtminorStrategic or Co-development PartnerBGmidt is a collaboration partner featured on the Idegaarden Living website, working together on renovation projects.
• Ide-HuseminorStrategic or Co-development PartnerIde-Huse is a collaboration partner featured on the Idegaarden Living website, working together on housing projects.
• K2 HusetminorStrategic or Co-development PartnerK2 Huset is a collaboration partner featured on the Idegaarden Living website, working together on residential projects.
• Mur & Tømrer (MT-APS)minorStrategic or Co-development PartnerMur & Tømrer (MT-APS) is a collaboration partner featured on the Idegaarden Living website, providing construction and masonry expertise for projects.
• d linecoreTechnology or IntegrationIdégården Living has partnered with d line to offer their Re-handle sustainable product line. The Re-handle program refurbishes d line's stainless steel hardware, achieving up to 91% lower CO2 footprint and up to 100 years of product lifespan, while offering lower prices than new products.
• CMC PejsecoreStrategic or Co-development PartnerCMC Pejse has become part of Idegaarden Living. All fireplace products can now be found under the Idegaarden Living brand, consolidating fireplace expertise under one roof.
• FlorimcoreTechnology or IntegrationIdégården Living partners with Florim to offer the Florim Visualizer tool, which allows customers to visualize tiles in their own spaces before purchasing. This technology partnership enables enhanced customer experience through augmented visualization.
• DansanicoreTechnology or IntegrationIdégården Living partners with Dansani to provide 3D bathroom design tools, enabling customers to create detailed 3D drawings of their dream bathrooms, experimenting with colors, materials, and furniture placement.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• BoConcept: International premium Danish furniture retailer with showrooms and a strong design brand. Comparable to Idégården Living in the design-led Danish retail concept but operates at much broader scale and primarily in furniture.
• Silvan: Major Danish DIY and home improvement chain selling tools, building materials, and home products. Overlaps with Idégården Living across tile, flooring, bathroom, and fireplace categories, though at mass-market positioning with national chain scale.
• Jem & Fix: Danish discount home improvement chain with nationwide stores focused on low-price DIY and home products. Overlaps with Idégården Living in core product categories but competes from a value-positioning angle.
• STARK (Denmark): Denmark's leading building materials dealer serving tradespeople and consumers with timber, tools, tiles, and bathroom products. Comparable to Idégården Living in core construction-and-renovation categories but with trade/professional orientation.
• Bauhaus (Denmark): Large Scandinavian home improvement and DIY retailer carrying tools, building materials, and home products. Comparable to Idégården Living in core categories (tiles, bathrooms, flooring) at broad-incumbent scale and competitive pricing.
• XL-BYG (Denmark): Danish cooperative of building materials and home improvement retailers offering tools, materials, and home products. Comparable to Idégården Living across construction-and-renovation purchasing, but as a multi-local cooperative with broader product breadth.

Direct peers

• Skeidar: Scandinavian furniture and home furnishings retailer with showroom-based sales. Comparable to Idégården Living in the showroom-centric model for higher-ticket home interior purchases in the Nordic market.
• Bahne: Danish home interior retailer with physical stores focused on design-led home goods, accessories, and lifestyle products. Comparable to Idégården Living in the showroom-based, design-oriented Danish home interiors retail model.
• Sinnerup: Danish home interior retailer operating showrooms selling furniture, lighting, and home accessories. Shares the showroom-led, design-focused Danish interiors retail concept with Idégården Living.
• Imerco: Well-known Danish home and kitchen interior retailer with a national store footprint. Comparable to Idégården Living as a multi-category home retail chain serving Danish consumers across design-led categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/idegaarden
• LinkedInlinkedin.com/company/id%C3%A9g%C3%A5rden-living

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 Idégården Living