Name

Museum Midtjylland

Legal name

Museum Midtjylland

Website

https://museummidtjylland.dk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Cultural Heritage Museum Services

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Historical Sites (712120)

akta.pro primary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

akta.pro secondary industries

Archaeological Sites & Heritage Interpretation Centers (THAJADAG), Historic Sites, Heritage Landmarks & Archaeological Sites (THAJACAC), Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

Keywords

• Cultural heritage museums
• Textile industry history
• Archaeological exhibitions
• Educational museum programs
• Open-air living history

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Entrance fees: Museum generates revenue from admission fees at its four sites. Ticket prices vary by location and visitor category (adults, seniors, students, groups). Children under 18 receive free admission at all sites.
2. Annual memberships: Museum sells annual passes (årskort) offering free entry to all four museum sites, discounts in cafés (10%) and museum shops (20%), and reduced prices on event tickets. Memberships support the museum's two support associations.
3. Gift shop and café: Museum operates gift shops and cafés at its locations. Annual pass holders receive 10% discount in cafés and 20% in museum shops.
4. Educational programs: The museum offers paid educational programs for schools, with free programs for public schools in Herning and Ikast-Brande municipalities. Youth education programs cost 600 kr per class.
5. Events and guided tours: Revenue from ticketed events including guided tours around Bølling Sø, workshops, and special activities. Tours cost 40 kr including museum entry.
6. Book and merchandise sales: The museum publishes and sells books such as 'Dranella – et dansk modeeventyr' at 349 kr, and sells merchandise through museum shops.
7. Venue rental: The museum rents out unique venues for private events, company gatherings, and celebrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Museum Midtjylland operates four cultural history museums in Central Jutland, Denmark: Tekstilmuseet (textile industry), Klosterlund Museum (archaeology/peat industry), Herningsholm Museum (1579 manor), and Frilandsmuseet Herning (open-air rural life). The organization delivers exhibitions, guided tours, educational programs for schools, special events, and venue rentals, generating revenue from admission fees, annual passes, gift shop and café sales.

Product overview

Museum Midtjylland is a regional museum consortium operating four cultural history museums in Herning and Ikast-Brande municipalities in Central Jutland, Denmark. The organization comprises Tekstilmuseet (Textile Museum), Klosterlund Museum, Herningsholm Museum, and Frilandsmuseet Herning (Open-Air Museum). Tekstilmuseet focuses on the Mid-Jutland textile and clothing industry history, housed in the historic Herning Klædefabrik factory halls. Klosterlund Museum near Bølling Sø features archaeological exhibitions and natural history. Herningsholm Museum is a 16th-century manor house telling stories of life on the heath. Frilandsmuseet Herning recreates 19th-century rural life with original relocated buildings. The museum complex offers rotating special exhibitions, educational programs for schools, guided tours, and cultural events throughout the year.

Differentiator

Problem solved

Functional benefit

Products and services

• Tekstilmuseet (Textile Museum) Museum dedicated to Mid-Jutland textile and clothing industry history, featuring the 'Made in Midtjylland' permanent exhibition, the Children's Factory activity area, and historic textile machinery. Located in the authentic factory halls of Herning Klædefabrik.
• Klosterlund Museum Cultural history museum near Bølling Sø featuring exhibitions on peat industry machinery, original archaeological finds from the Stone Age, and Viking-era discoveries. Hosts special exhibitions, archaeological activities for children, and guided nature tours.
• Herningsholm Museum Historic manor house from 1579 telling the story of life on the heath, featuring author Steen Steensen Blicher, moorland painters' paintings, and the history of the Mid-Jutland textile industry origins.
• Frilandsmuseet Herning (Open-Air Museum) Open-air museum recreating 19th-century rural life on the West and Central Jutland heath, featuring thatched houses, period gardens, and Jens Nielsen's Farm showing farm life from the early 1900s. Free admission for all visitors.
• We are the Champions Exhibition Special exhibition at Tekstilmuseet exploring 70 years of sports and sportswear history, featuring star jerseys, interactive installations (bicycle challenge, table football, Stadium Styler), and the connection between textile industry and sports culture in Mid-Jutland. Runs through June 1, 2027.
• Fugle Fascinerer Exhibition Special exhibition at Klosterlund Museum featuring bird paintings by local artist Leif Ragn-Jensen and nature photography by Jesper Holm-Sørensen documenting the restoration of Bølling Sø. Runs April 11 through October 18, 2026.
• Dranella – Et dansk modeeventyr Exhibition Special exhibition at Tekstilmuseet showcasing the history of the Dranella fashion brand founded by Søs and Ib Drasbæk, featuring collections, photographs, and sketches from Museum Midtjylland's collection. Runs June 19 through December 13, 2026.
• Gavekort (Gift Cards) Gift cards available for purchase and usable at Tekstilmuseet, Klosterlund Museum, and Herningsholm Museum for admission, annual passes, café purchases, and museum shops.
• Årskort (Annual Pass) Annual membership passes offering free admission to all Museum Midtjylland locations, 10% discount in cafés, 20% discount in museum shops, and discounts on selected event tickets. Available as individual or 1+1 (with guest) options.
• Undervisning (Educational Programs) Educational programs for schools at Tekstilmuseet, Klosterlund Museum, and Frilandsmuseet Herning covering industrialization, textile industry, archaeology, and local history. Free programs available for schools in Herning and Ikast-Brande municipalities; 600 kr per class for schools outside these municipalities.
• Guided Tours at Bølling Sø Guided nature and history tours around Bølling Sø, including eagle tours, flora and fauna tours, wheelchair-accessible tours, and walks around Skallerund Lake. Tours cost 40 kr including museum entry.
• Hærvejsperlen ved Bølling Sø (Hiking Route) Certified 11.6 km hiking route as part of the Hærvejen trail network, developed in collaboration with Ikast-Brande Municipality, Naturstyrelsen, and Museum Midtjylland, inaugurated June 28, 2025.
• Dranella – et dansk modeeventyr (Book) Book published by Strandberg Publishing documenting the history of the Dranella fashion brand and its founders Søs and Ib Drasbæk, based on Museum Midtjylland's collection. Available for 349 kr at Tekstilmuseet and online.
• Miraklet på heden (Teaching Material) Teaching material about the textile and clothing industry in Mid-Jutland for students in grades 8-10 and upper secondary education, based on Axel Hansen's scrapbook documenting 1950-1975.
• Venue Rental for Private Events Venue rental service offering unique historic museum venues for private events, company gatherings, and celebrations across the museum's four sites.

Quantifiable outcome

• 31,636 visitors in 2024 - record-breaking attendance
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered minor and core.

• EuroSkills 2025minorStrategic or Co-development Partner · 2 September 2025Partnership for 'Fagenes Fest' exhibition coinciding with EuroSkills 2025 competition at MCH Messecenter Herning.
• LandsbylaugetminorStrategic or Co-development Partner · 2 September 2025Volunteer group maintaining Frilandsmuseet Herning. Opens historic houses, demonstrates crafts, and supports daily operations.
• Den Gamle ByminorStrategic or Co-development Partner · 17 August 2025Collaboration partner for 'Fagenes Fest' exhibition on crafts and traditions. National museum contributed expertise and content.
• Ikast-Brande KommunecoreStrategic or Co-development Partner · 28 June 2025Collaboration on Hærvejsperlen project at Bølling Sø. The municipality supported the development of hiking routes and outdoor experiences connecting cultural heritage with nature tourism. Borgmester Ib Lauritsen participated in inauguration.
• NaturstyrelsencoreStrategic or Co-development Partner · 28 June 2025Partner in Hærvejsperlen project at Bølling Sø. Contributed to development of hiking trails and natural area management. Skovrider Søren Hald participated in inauguration.
• Danmarks NaturstierminorStrategic or Co-development Partner · 28 June 2025Collaboration partner for the Hærvejsperlen hiking route certification and development.
• Museum SilkeborgminorStrategic or Co-development Partner · 28 June 2025Experience sharing for Hærvejsperlen project. Museum Midtjylland built on the interpretive work created by Museum Silkeborg at the southern part of Bølling Sø.
• VisitHerningminorGTM or Marketing Partner · 28 June 2025Tourism promotion partner for Hærvejsperlen and museum events. Collaborates on marketing cultural and nature tourism experiences.
• Torden & LynildcoreStrategic or Co-development Partner · 7 June 2024Exhibition development partner for 'We are the Champions' exhibition on sports and textile history. Created interactive installations and exhibition content.
• HEAVYminorStrategic or Co-development Partner · 7 June 2024Exhibition supporter for 'We are the Champions'. Sports and lifestyle brand contributing to the sports history exhibition.
• DanskHåndboldminorStrategic or Co-development Partner · 7 June 2024Collaboration for exhibition during 2025 Men's Handball World Championship. Exhibition celebrating 90 years of Danish handball history.
• MCH A/SminorStrategic or Co-development Partner · 7 June 2024Partner for exhibition space at MCH Messecenter Herning during the 2025 Handball World Championship fan zone.
• Museum HorsenscoreStrategic or Co-development Partner · 24 October 2023Collaborating museum on Hedegård excavation project. Partnership with Museum Midtjylland and Moesgaard Museum for archaeological research.
• Moesgaard MuseumcoreStrategic or Co-development Partner · 24 October 2023Academic partner on Hedegård research project. Contributes archaeological and natural science expertise. Also partner on Store Lysgård excavation analysis.
• Københavns UniversitetminorStrategic or Co-development Partner · 24 October 2023Academic research partner on Hedegård excavation, contributing expertise in archaeology and ancient history.
• Aarhus UniversitetminorStrategic or Co-development Partner · 24 October 2023Academic partner on Hedegård excavation, contributing archaeological and scientific expertise.
• Historisk Forening for Herning KommuneminorStrategic or Co-development Partner · 6 January 2023New collaboration to bring history to more Herning citizens. Part of three-way partnership with Museumsforeningen.
• Museumsforeningen for Museum Midtjylland, HerningminorStrategic or Co-development Partner · 6 January 2023Support association and partner in three-way collaboration to promote local history and cultural engagement.
• Trine Jepsen A/SminorStrategic or Co-development Partner · 3 February 2022Event collaboration for special exhibitions and events at Herningsholm Museum, including Easter and Christmas programs.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Viking Ship Museum (Roskilde): Specialty Danish museum covering Viking-era maritime heritage and ship archaeology. Comparable as a specialty museum combining preserved collections, research output, paid exhibitions, and educational programs aimed at cultural-tourism visitors.
• Designmuseum Danmark: Copenhagen design and craft museum covering fashion, textile, and industrial design history. Comparable to Tekstilmuseet specifically on textile/fashion-industry curation (e.g., Dranella-style exhibitions) though operating at national rather than regional scale.

Direct peers

• Moesgaard Museum: Major Aarhus-based cultural history and archaeology museum that collaborates with Museum Midtjylland on Hedegård and Store Lysgård projects. Direct peer due to overlapping archaeological research depth, special exhibitions model, and competition for the same Danish national-tourism and foundation-grant pools.
• Sagnlandet Lejre: Open-air historical-experimental museum on Zealand reconstructing prehistoric and early-historical Danish life. Closely comparable to Frilandsmuseet Herning in format (recreated period buildings, hands-on archaeology, family programs) though operating in a different Danish region.
• Ringkøbing-Skjern Museum: West Jutland regional museum covering similar cultural history, archaeology, and coastal/heritage themes. Comparable in scale (multi-site regional operator), funding model (municipal + foundation), and competition for western-Danish cultural tourism.
• Museum Silkeborg: Regional cultural-history museum at the southern end of Bølling Sø that shared interpretive work underpinning the Hærvejsperlen trail. Directly comparable as a Danish regional museum combining archaeology, peat/natural history, and indoor/outdoor visitor offerings in the same Jutland corridor.
• Den Gamle By: Aarhus-based open-air museum of Danish urban and cultural history that partnered with Museum Midtjylland on the 'Fagenes Fest' crafts exhibition. Highly comparable as a multi-building historical-village museum with rotating exhibitions and educational programming targeting similar Danish cultural-heritage audiences.

Broad incumbents

• National Museum of Denmark: Denmark's national cultural-history museum and the body (Slots- og Kulturstyrelsen) awarding the Top 10 Archaeological Finds list Museum Midtjylland has won. Broad incumbent framing the regulatory and competitive context in which Museum Midtjylland operates and competes for tourism visibility.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/museum_midtjylland
• LinkedInlinkedin.com/company/museum-midtjylland

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 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 Museum Midtjylland