What Novicell does

Novicell is an international digital consultancy headquartered in Højbjerg (Aarhus), Denmark, with offices in Copenhagen, London, and Barcelona. Founded in 2004, the firm employs 330+ professionals and serves enterprise and government clients across Europe with a technology-independent, full-service delivery model spanning web development, e-commerce/commerce, digital strategy, artificial intelligence, digital marketing, branding, data value, data governance, cloud services, UX and design, and CRM/martech.

The company builds and implements solutions across a broad technology stack including Umbraco (where it is the world's leading development company with 200+ solutions and Gold Partner since 2011), Sitecore, Drupal, WordPress, Contentful, Shopify, Magento, Dynamicweb, and Commercetools. It was the first Danish-owned consulting firm to join the MACH Alliance and packages proprietary accelerators (Novicell Umbraco Premium, Spark Accelerator, Novicell Insights, Novicell Commerce BI) to compress delivery timelines. ISAE 3000 certification supports compliance-oriented enterprise and public-sector engagements.

Novicell generates revenue through professional services delivered via project-based and multi-year engagements, priced through custom quotes. Go-to-market is direct enterprise field sales, with named industry verticals including retail and brands, manufacturing, pharma, insurance and financial services, member organisations, public organisations, transportation, travel and leisure, and law firms. Notable clients include The British Library, AlixPartners, Skechers, Revlon, Flügger, Pilgrim, Kamstrup, Formuepleje, Proshop, and Sinclair Pharma. The management team is led by Group CEO Per Kirchner with Kristian Rasmussen as CFO and Adam Peter Nielsen as CTO.

Name

Novicell

Legal name

Novicell ApS

Website

https://novicell.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Novicell is an international digital consultancy headquartered in Denmark with offices in the UK and Spain, serving European enterprise and government clients with technology-independent services spanning web development, e-commerce, AI, digital marketing, data, and CRM/martech across platforms such as Umbraco, Sitecore, and Shopify.

Ownership category

akta.pro rank

Product category

Digital Consulting Services

NAICS

Custom Computer Programming Services (541511), Other Computer Related Services (541519), Professional and Management Development Training (611430)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Educational Services (8200)

akta.pro primary industry

Low-Code/No-Code Application Development & Modernization (BPAEAFAF)

akta.pro secondary industries

Digital Skills & Tech Upskilling (Noncredit) (EDAAAEAE), Software Development (Programming, Frameworks, Dev Tools) (EDABAFAA)

Keywords

• Digital consultancy
• Web development
• E-commerce solutions
• Composable architecture
• Digital marketing services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Consultancy Services: Novicell generates revenue through professional consultancy services spanning web development, commerce, digital strategy, digital marketing, branding, data value, cloud services, UX design, and CRM/martech. Services are delivered through project-based engagements and ongoing client partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Novicell is an international digital consultancy delivering end-to-end services in web development, commerce, digital strategy, artificial intelligence, digital marketing, branding, data value, cloud services, UX & design, and CRM/martech. The firm is technology-independent, working across platforms such as Umbraco, Sitecore, Drupal, WordPress, Contentful, Shopify, Magento, and Commercetools to build composable, MACH-based digital solutions for enterprise clients.

Product overview

Novicell is an international digital consultancy offering a comprehensive portfolio of services rather than a single unified product. The core offerings span Web Development (including Headless, Modern Architecture, Frontend, Apps, CMS, and Web Accessibility), Commerce (covering platform selection, Composable and MACH Architecture, PIM, DAM, Search, Recommendations, CPQ, and the Spark Accelerator), Digital Strategy, Artificial Intelligence (with AI SEO/GEO, Automation, Enterprise Agents, Agentic Commerce, AI Governance, and EU AI Act Readiness), Digital Marketing (encompassing advertising, inbound, SEO, and tracking), Branding & Communication, Data Value (including Novicell Insights and Commerce BI analytics products), Data Governance, Cloud Services, UX & Design, and CRM & Martech. The company operates as a technology-agnostic consultancy, working across multiple platforms including Umbraco, Sitecore, Drupal, WordPress, Contentful, Shopify, Magento, and Commercetools, among others.

Differentiator

Problem solved

Functional benefit

Products and services

• Web Development Full-service web development offering including headless architecture, modern solution and data architecture, frontend development, app development, CMS implementation, and web accessibility for enterprise clients.
• Commerce E-commerce services including commerce platform selection, composable commerce, MACH architecture, PIM, DAM, search, recommendations, CPQ, and the Spark Accelerator for rapid implementation.
• Digital Strategy Strategic consulting including digital roadmap development, digital business analysis, digital channel strategy, and customer journey mapping.
• Artificial Intelligence Services Comprehensive AI services including AI SEO and Generative Engine Optimization, AI strategy and advisory, AI automation and enterprise agents, AI architecture blueprint, agentic commerce, AI in martech, AI data supply chain, AI governance and EU AI Act readiness, AI workshops and enablement, and AI implementation services.
• Digital Marketing Digital marketing services including digital advertising (Google Ads, social media, display & media buying), inbound marketing, SEO (international, strategy, on-page), and tracking (Google Analytics, Google Tag Manager, server-side tracking).
• Branding & Communication Brand strategy and communication services for building and maintaining brand identity across digital channels.
• Data Value Data services including data-driven marketing, data-driven business development, data management, and AI-powered analytics leveraging the Novicell Insights and Novicell Commerce BI products.
• Data Governance Data governance services managing data quality, regulatory compliance, and security across digital platforms.
• Cloud Services Hosting services including shared hosting, dedicated hosting, and cloud hosting solutions on Microsoft Azure.
• UX & Design User experience and design services including insight and analysis, creative concept development, digital design, and testing and optimization.
• CRM & Martech CRM and marketing technology services including CRM implementation, Customer Data Platform (CDP), and marketing automation.
• Composable Architecture MACH-based architecture services building systems from independent components (microservices, APIs, headless CMS, PIM) that can be combined, customized, and changed as needed.
• Novicell Premium (Umbraco) Pre-packaged CMS module built on prior Umbraco projects, enabling rapid delivery of Umbraco solutions with preconfigured modules for quick website deployment.
• Spark Accelerator Commerce accelerator toolkit for faster implementation of e-commerce solutions built on Dynamicweb and other platforms.
• Novicell Insights Business intelligence and analytics dashboard product for data-driven marketing decisions.
• Novicell Commerce BI Commerce-specific business intelligence solution for tracking and optimizing e-commerce performance.

Quantifiable outcome

• Pilgrim achieved #1 ranking on Google for key term 'øreringe' within 5 months, 85% organic traffic growth, 39% revenue growth
• +5 more outcomes

Named customers20 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration42 records

AI capability7 records

Feature4 records

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• UmbracoflagshipTechnology or IntegrationNovicell is the world's leading Umbraco development company with over 200 solutions delivered. Umbraco Gold Partner since 2011 and Umbraco Cloud Powerhouse. Active member of Umbraco community participating in Codegarden annual event. Novicell developed Umbraco's own Umbraco.com marketing site. Created Novicell Umbraco Premium pre-packaged solution.
• MACH AllianceflagshipTechnology or IntegrationFirst Danish-owned consulting firm to achieve membership in MACH Alliance. The alliance is internationally recognized as the standard-bearer for MACH principles where businesses break down IT solutions into specialized best-of-breed platforms.
• ContentfulcoreTechnology or IntegrationTrusted Contentful Solution Partner providing expertise in implementing modern, cloud-based CMS platforms.
• DrupalcoreTechnology or IntegrationLeading Drupal development company with over 30 solutions launched. Secure CMS platform specialist.
• DynamicwebcoreTechnology or IntegrationDynamicweb Premium Solution Partner offering secure Ecommerce, CMS and PIM in the same platform.
• SitecorecoreTechnology or IntegrationSitecore partner with over 15 years of experience delivering personalized digital experiences through Sitecore's powerful platform. Built Sitecore solution for The British Library.
• ShopifycoreTechnology or IntegrationTrusted Shopify partner offering expert ecommerce solutions for B2B and B2C businesses.
• MagentocoreTechnology or IntegrationExpert Magento solutions with a certified team focused on delivering scalable, high-performance eCommerce platforms.
• AlgoliacoreTechnology or IntegrationTechnology partner for fast and relevant search among thousands of properties. Used in home.dk solution for homebuyers.
• MicrosoftcoreTechnology or IntegrationPartners include Microsoft Azure for cloud hosting, Microsoft Dynamics 365 Marketing for CRM/martech, and Microsoft Power BI for data analytics.
• HubSpotcoreTechnology or IntegrationHubSpot partner for marketing automation and CRM integration.
• CommercetoolscoreTechnology or IntegrationTechnology partner for composable commerce solutions.
• SalesforcecoreTechnology or IntegrationTechnology partner for CRM and commerce integration.
• KlaviyocoreTechnology or IntegrationEmail marketing and marketing automation partner.
• EnterspeedcoreTechnology or IntegrationHeadless hub system for lightning-fast data delivery between back- and frontend. Used in home.dk solution.
• ReactcoreTechnology or IntegrationJavaScript framework partner for frontend development.
• Vue.jscoreTechnology or IntegrationJavaScript-based frontend framework partner with many years of experience. Used in Skagenfood and other solutions.
• WordPresscoreTechnology or IntegrationLeading development agency in WordPress solutions with over 35 delivered solutions. Open-source CMS powers 43% of websites.
• YouTubecoreTechnology or IntegrationTechnology partner for video advertising and marketing. Over one billion hours of YouTube content consumed daily worldwide.
• MouseflowcoreTechnology or IntegrationDanish-developed platform for analyzing user behavior on websites through heatmaps, recordings, funnels, and user feedback. Novicell works intensively with Mouseflow as analytical tool.
• HackYourFutureminorOthersNovicell supports HackYourFuture, which helps refugees and immigrants with IT education.
• ISAE3000 CertificationcoreOthersISAE3000 certified - annual audit statement reviewing compliance with IT and data security processes. Auditor prepares audit statement reviewing GDPR compliance.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Knowit (incl. Creuna): Nordic digital consultancy formed in part by absorbing Creuna. Directly comparable to Novicell in Scandinavian base, CMS/digital experience expertise (Sitecore, Episerver), and mid-market/enterprise customer focus.
• Valtech: Global digital transformation consultancy with deep European roots and a strong MACH/composable commerce practice. Closely comparable to Novicell's MACH Alliance membership, composable architecture focus, and enterprise e-commerce implementation work.
• Bysted: Copenhagen-based creative and digital agency serving Danish and Nordic enterprise clients. Comparable to Novicell in Danish origin, enterprise B2B client base, and integrated digital/marketing/tech offering.
• DEPT®: Amsterdam-headquartered European digital agency offering full-service digital transformation, commerce, marketing and engineering across multiple brands and platforms. Directly comparable to Novicell in scope, multi-platform CMS/commerce depth, and European enterprise client base.
• Netlight: Nordic-headquartered digital and technology consultancy with offices across Northern Europe. Comparable to Novicell in Nordic origin, technology-independent positioning, and senior-consultant-led delivery model for enterprise digital projects.
• Netcompany: Danish-headquartered IT and digital consultancy with comparable Nordic origin, public-sector and enterprise client base, and custom application development focus. Closest like-for-like Danish peer in scale and geography.

Broad incumbents

• MediaMonks (S4 Capital): Global digital production and experience agency network. Comparable to Novicell on digital content, commerce, and experience engineering for enterprise brands, but at materially larger scale and with a production-led model.
• Accenture Song: Global digital transformation and customer experience arm of Accenture. Competes with Novicell for the largest enterprise transformation mandates but operates at far greater scale and across a much wider service portfolio.
• Deloitte Digital: Global digital transformation practice within Deloitte. Overlaps with Novicell's enterprise digital strategy, commerce, and martech offerings but is embedded within a Big Four advisory portfolio.

Regional players

• Bounteous: US-headquartered digital transformation consultancy offering strategy, design, and engineering across commerce, CMS, and data. Comparable in service mix and platform-agnostic positioning, but competes primarily in North America rather than Novicell's European footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/novicell
• YouTubeyoutube.com/c/NovicellDkPlus/featured
• Facebookfacebook.com/novicell
• LinkedInlinkedin.com/company/novicell
• Instagraminstagram.com/novicell

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Novicell