What LINDS AS does

LINDS AS is a 100% Danish family-owned multi-category trading company founded in 1928 and headquartered in Vildbjerg, Denmark, currently led by the 3rd generation under Managing Director Stig Lind. The company operates a hybrid distribution model combining a nationwide field-sales network of 40–43 sales consultants organized into three specialized divisions — LINDS AGRO (agricultural supplies for cattle, pigs, and crops), LINDS ERHVERV (workwear, safety footwear, office supplies, tools, and cleaning products for commercial/industrial buyers), and LINDS SPORT & ANLÆG (outdoor, garden, and sports-facility products) — with its own direct e-commerce platform at linds.dk serving B2B and B2C customers with both ex-VAT and incl-VAT pricing.

The product catalog spans more than 37,000 items sourced from third-party brands such as MASCOT, Brynje, and Deerhunter, alongside a growing owned-brand portfolio including Lincozym (laundry and dishwashing), LINDS PRO (ultra-concentrated professional cleaning), LINDS Plastfolie (plastic film), and All Gone (weedkiller). The technology stack is described as a standard e-commerce platform with an integrated sales-consultant postal-code locator; there is no public API, no mobile app, and no disclosed AI/ML capability. Distribution runs exclusively within Denmark, primarily through Danske Fragtmænd for last-mile delivery with PostNord/GLS pickup points as a fallback.

The business model is one-time product sales with modest recurring engagement: B2B customers receive invoiced orders with 20-day credit terms, volume discounts of 3%/8%/13% apply at 3/10/25-unit tiers, and a flat 49 DKK freight fee is charged per order. LINDS has no external shareholders, no parent company, no subsidiaries, no disclosed funding rounds, and no public listing; the firm is privately held as a Danish private limited company and registered under CVR 21906689.

Name

LINDS AS

Legal name

LINDS AS

Website

https://linds.dk

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

LINDS AS is a 100% Danish family-owned multi-category trading company founded in 1928, selling 37,000+ agricultural, workwear, office, cleaning, and household products to Danish farmers, commercial/industrial buyers, and households via a nationwide field-sales network and the linds.dk e-commerce platform.

Ownership category

akta.pro rank

Product category

Agricultural and industrial supplies distribution

NAICS

Machinery, Equipment, and Supplies Merchant Wholesalers (4238), Clothing and Clothing Accessories Merchant Wholesalers (424350), Paper and Paper Product Merchant Wholesalers (4241), Industrial Supplies Merchant Wholesalers (423840), Farm Product Raw Material Merchant Wholesalers (4245)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190), Wholesale-Groceries & Related Products (5140), Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Paper & Paper Products (5110), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Traditional Cash & Carry Wholesalers (No/Low Membership) (CRAEAEAA)

akta.pro secondary industry

Bulk & Case-Lot Food Retailers (Non-membership) (CRAHACAF)

Keywords

• Agricultural supplies
• Workwear distribution
• Safety footwear
• Professional cleaning products
• Office supplies

Headquarters

HQ city

Vildbjerg, DK

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: LINDS generates revenue through sale of over 37,000 trade products including agricultural supplies, workwear, safety footwear, tools, cleaning products, office supplies, and daily commodities. Revenue is generated through one-time transactions via both field sales and e-commerce channels. B2B customers can receive invoices with 20 days credit terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

LINDS AS is a Danish wholesale and retail trading company that sells over 37,000 trade products across agricultural supplies, workwear, safety footwear, tools, cleaning products, office supplies, and daily commodities. Products are sold to Danish farmers, commercial and industrial businesses, and private households through a hybrid model combining a nationwide field sales force of 40+ consultants with the linds.dk e-commerce platform, with both B2B and B2C pricing, volume discounts, and invoice terms for business customers.

Product overview

LINDS AS is a 100% Danish family-owned trading company founded in 1928, operating as a multi-category e-commerce platform offering over 37,000 products. The company serves Danish agriculture, commercial/industrial businesses, and private households. The product portfolio is organized into distinct divisions: LINDS AGRO (agricultural products including livestock care, crop production, fencing, and farm equipment), LINDS ERHVERV (workwear, safety equipment, office supplies, cleaning products, and tools), and LINDS SPORT & ANLÆG (outdoor, garden, and sports facility products). Key own-brand products include LINDS PRO professional cleaning products (ultra-concentrated formulations for commercial/industrial use), Lincozym laundry and dishwashing products, and branded agricultural chemicals. The company operates primarily through its e-commerce platform linds.dk with approximately 42-43 field sales consultants across Denmark.

Differentiator

Problem solved

Functional benefit

Brands

• Lincozym: A series of laundry and dishwashing products developed with care based on many years of experience.
• LINDS PRO
• LINDS Plastfolie

Products and services

• LINDS AGRO - Agricultural Supplies Comprehensive range of agricultural supplies including livestock care for cattle and pigs, milking hygiene, minerals, feed supplements, stable hygiene, calf electrolytes, milk replacers, crop protection (seeds, fertilizers, pesticides), fencing, machinery, and farm equipment. Served to Danish farmers through the LINDS AGRO division and field sales consultants.
• Workwear and Safety Clothing Workwear including work pants, overalls, outerwear, work shoes, safety footwear, gloves, and protective equipment for men, women, and children, sold to commercial and industrial businesses through the LINDS ERHVERV division.
• Safety Footwear (MASCOT and Brynje) Branded safety boots and shoes including MASCOT and Brynje ranges with S1P, S3, S3S, and S7S classes, BOA Fit System, composite toe caps, and ESD approval meeting EN ISO 20345 standards, sold to commercial and industrial businesses.
• Office Supplies Full range of office supplies including paper, electronics, archiving solutions, writing instruments, office machines, shipping packaging, and ink/toner, sold to Danish commercial businesses and households.
• LINDS PRO Professional Cleaning Products LINDS PRO is an ultra-concentrated professional cleaning product line including Bad (bathroom cleaner), Glas og Spejl (glass cleaner), Universal, and Lavtskummende Gulvvask (low-foaming floor cleaner) for commercial and industrial cleaning, plus the broader cleaning category covering cleaning agents, accessories, dishwashing, laundry, and infection prevention products.
• Lincozym Own-Brand Laundry and Dishwashing Products Lincozym is LINDS's own brand of laundry and dishwashing products developed based on many years of experience, including Lincozym Color Sensitive Svane laundry powder and Linosan Sensitive products, sold to Danish households and businesses.
• Tools (Værktøj) Power tools, hand tools, screws/nails/brackets, tool boxes, and miscellaneous tools for professional and DIY use, sold to Danish commercial businesses and private customers.
• Daily Commodities (Dagligvarer) Daily household commodities including household items, personal care, pet food, colonial goods, beverages, paper products, and garbage bags, sold to Danish private households and businesses.
• Outdoor and Hunting Equipment Outdoor and hunting clothing and equipment including Deerhunter branded products, hunting gear, and accessories, sold to Danish hunters and outdoor enthusiasts via the LINDS SPORT & ANLÆG division.
• Garden and Outdoor Areas (Udearealer) Garden products including grass seeds, fertilizers, garden tools, pest control, and equipment for golf courses and sports facilities, sold via the LINDS SPORT & ANLÆG division.
• LINDS All Gone Weed Killer (Ukrudtsmiddel) LINDS own-brand herbicide/weed killer product for agricultural and garden use.
• LINDS Plastfolie Plastic Film LINDS branded plastic film products for agricultural and packaging use, including ensilage and silage film and accessories.
• LINDS Engros Wholesale Service Wholesale service for purchasing larger quantities of products with dedicated sales consultants providing personalized service for business customers.

Segments3 records

Ideal customer profiles3 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 minor.

• Røde Kors ErhvervsklubminorOthersLINDS is a member of the Red Cross Business Club (Røde Kors Erhvervsklub), supporting the Red Cross commitment to always be present for vulnerable people both in Denmark and globally when disasters strike.
• Kræftens BekæmpelseminorOthersLINDS supports the fight against cancer in partnership with the Danish Cancer Society (Kræftens Bekæmpelse) as a business partner.
• TTH (Team Tvis Holstebro)minorOthersAs a Gold Partner of TTH (Team Tvis Holstebro), LINDS has chosen to support local sports. TTH is a local sports organization based in the Herning-Holstebro area.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Danish Agro: Large Danish agricultural cooperative supplying feed, seed, fertilizer, and farm equipment to Danish farmers through retail and field sales. Directly comparable to LINDS AGRO's livestock care, crop production, and farm-equipment offerings.
• Solar A/S: Danish B2B technical wholesale distributor with nationwide field sales and digital channels serving installers, contractors, and industrial accounts. Highly comparable to LINDS ERHVERV's hybrid B2B field-sales-plus-ecommerce model selling technical and operational supplies.
• Ahlsell Denmark: Leading Nordic B2B distributor of industrial supplies, tools, and PPE with a catalog of tens of thousands of SKUs and a dedicated field sales force. Closely mirrors LINDS's multi-category B2B trading model across workwear, tools, and facility supplies.
• Lyreco Denmark: European B2B office and workplace supplies distributor with catalogue sales, account-based pricing, and field consultants across the Nordics. Comparable to LINDS's office supplies and ergonomic/workplace product lines sold to Danish SMBs.

Broad incumbents

• JYSK: Danish-founded Nordic retail chain selling household goods, textiles, and outdoor/lifestyle products across stores and online. Adjacent to LINDS's Dagligvarer and outdoor categories, with comparable multi-country logistics capabilities but a different B2B focus.
• Harald Nyborg: Danish discount retail chain selling tools, household goods, and DIY supplies across physical stores and online. Comparable to a subset of LINDS's tool, household, and Dagligvarer assortment, though LINDS pairs this with field sales and B2B.
• Biltema Denmark: Nordic discount retail chain selling tools, car accessories, and household goods across stores and e-commerce. Overlaps with LINDS's tools, outdoor, and household categories but lacks LINDS's B2B/field-sales motion.
• STARK Denmark: Denmark's largest building materials and trade supplies distributor serving professional tradespeople and construction firms. Comparable to LINDS as a multi-category B2B supplier to Danish trades, but focused on construction rather than agriculture.

Others

• Matas: Danish retail chain selling personal care, household, and health products across stores and online. Tangentially related to LINDS's Dagligvarer personal care and household assortment, sharing a Denmark-only multi-channel retail positioning.

Regional players

• Davidsen: Danish building materials and trade supplies distributor serving professional tradespeople and consumers with delivery and showroom coverage. Comparable to LINDS ERHVERV's multi-category B2B motion in the Jutland/Funen geography but specialised in construction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/linds-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 LINDS AS