One And Only Musicals

What One And Only Musicals does

One And Only Musicals ApS is Denmark's largest privately-owned musical theater company, founded in 2005 and headquartered at Lundsgade 6, Copenhagen. The company produces and tours professional musical theater productions — both original Danish adaptations of cultural IP (e.g., Susanne Bier's 'Den Eneste Ene', Thomas Helmig's 'Stupid Man', Lise Nørgaard's 'Matador') and international Broadway titles (Fame, Strictly Ballroom, Moulin Rouge) — through the 'Hele Danmarks Musicalteater' collaboration with Vejle Musikteater and Musikteatret Holstebro, performing across three Danish cities: Copenhagen (Tivolis Koncertsal), Vejle, and Holstebro. The company has cumulatively sold over 1 million tickets across its 20+ year history, with the Den Eneste Ene production alone exceeding 250,000 tickets in its 2005 and 2012 runs.

The technology stack is centered on a web-based ticketing platform operated on EVENTIM.Inhouse infrastructure (via Billetlugen A/S), offering print-at-home and mobile ticket delivery, multi-venue seat selection, gift card issuance, and integrated cancellation insurance (partnered with Tryg Forsikring at 39/69/89 DKK per ticket). Revenue is driven primarily by B2C ticket sales (tiered pricing 278-1,198 DKK depending on show and seat zone, with youth and 2-for-1 discounts), supplemented by gift cards, cancellation insurance fees, and a dedicated B2B channel (erhverv@) for group bookings of 20+ persons. The company operates with approximately 24 employees, is part of the broader 'One And Only koncernen' (a five-entity ApS group sharing data systems and ownership), and is structured as a private Danish ApS with no institutional or public-market backing identified in the source material. In September 2025, leadership transitioned to a new co-directing duo of Creative Director Silas Holst and Director Laura Elmøe, with founder Jesper Winge Leisner stepping back from daily operations.

Name

One And Only Musicals

Legal name

One and Only Musicals ApS

Website

https://oneandonlymusicals.dk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

One And Only Musicals is Denmark's largest privately-owned musical theater company, producing original Danish adaptations and international Broadway titles across three Danish venues (Copenhagen, Vejle, Holstebro) and selling tickets to individual consumers and corporate groups through a web-based platform.

Ownership category

akta.pro rank

Product category

Live Musical Theater

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Theater & Performing Arts Ticketing (HSACALAC)

Keywords

• Musical theater productions
• Live entertainment
• Stage performances
• Ticket sales
• Corporate entertainment

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from sale of tickets to theatrical performances. Tickets are sold across multiple price categories (A Plus, A, B, C, D, O, O Plus) with pricing varying by performance, venue, and seat location. A 2-for-1 discount is offered in certain categories.
2. Gift Cards: Sale of gift cards with a minimum purchase of 200 DKK, valid for 3 years from purchase date, redeemable for tickets to any One And Only Musicals performance in Copenhagen.
3. Cancellation Insurance: Optional cancellation insurance sold in partnership with Tryg Forsikring, offered at three price points (39 DKK, 69 DKK, 89 DKK per ticket) to cover unforeseen circumstances preventing attendance.
4. Business/Corporate Packages: Dedicated B2B sales channel ([email protected]) for group bookings of minimum 20 persons, corporate event packages, and sponsorship arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

One And Only Musicals produces and stages professional musical theater performances across three Danish venues (Copenhagen's Tivolis Koncertsal, Vejle Musikteater, and Musikteatret Holstebro) under the 'Hele Danmarks Musicalteater' brand. The company offers both original Danish musicals and international Broadway adaptations, with tickets sold directly via its own webshop and through third-party ticketing partners, supplemented by gift cards and optional cancellation insurance.

Product overview

One And Only Musicals operates as a Danish musical theater company presenting a portfolio of stage productions ranging from original Danish musicals to international Broadway adaptations. The company operates as 'Hele Danmarks Musicalteater' (All of Denmark's Musical Theater) in partnership with Vejle Musikteater and Musikteatret Holstebro. Core offerings include live musical performances across three Danish venues, supported by an online ticketing platform powered by EVENTIM.Inhouse. Additional revenue streams include gift cards and cancellation insurance products.

Differentiator

Problem solved

Functional benefit

Brands

• Musicalfliks: A sub-brand of One And Only Musicals focused on youth programming and education.

Quantifiable outcome

• Over 1 million tickets sold across productions over 20 years
• +2 more outcomes

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

Eight partnerships are on record, tiered core and minor.

• Vejle MusikteatercoreStrategic or Co-development PartnerPartnership within the 'Hele Danmarks Musicalteater' initiative. Vejle Musikteater serves as one of three touring venues for One And Only Musicals productions. The collaboration enables national coverage across Denmark's three largest regional cities.
• Musikteatret HolstebrocoreStrategic or Co-development PartnerPartnership within the 'Hele Danmarks Musicalteater' initiative. Musikteatret Holstebro (also known as Aksel Nørgaard Salen) serves as one of three touring venues for One And Only Musicals productions.
• Tivoli GardenscoreStrategic or Co-development PartnerTivoli Gardens provides Tivolis Koncertsal as the primary Copenhagen venue for One And Only Musicals productions. During Tivoli's open season (March-September), musical tickets also serve as entry to Tivoli Gardens.
• Billetlugen A/ScoreTechnology or IntegrationBilletlugen A/S serves as the primary ticketing operator and technology platform for One And Only Musicals. Handles ticket sales, customer service, exchange processing, and reservation management. Part of the EVENTIM/Inhouse group.
• HAVE KommunikationminorGTM or Marketing PartnerExternal public relations and communications agency handling press inquiries, press releases, and media relations for One And Only Musicals. Contact: Rikke Hesselholt ([email protected], 28 43 38 93).
• Tryg ForsikringminorStrategic or Co-development PartnerPartnership for optional cancellation insurance offered to ticket buyers. Tryg provides insurance policies at three price tiers (39, 69, 89 DKK per ticket) covering acute illness, pregnancy, involuntary dismissal, and weather conditions.
• Billetten A/SminorChannel Partner/ Reseller/ DistributorThird-party ticket sales platform for One And Only Musicals performances, providing additional consumer reach alongside Billetlugen. Customer service handled by Billetlugen for tickets purchased through Billetten.
• Thomas HelmigcoreStrategic or Co-development PartnerThomas Helmig is the composer whose catalog of hits ('Stupid Man', 'Malaga', 'Det er mig der står herude og banker på') provides the musical foundation for Stupid Man - The Musical. Helmig previously composed music for Den Skaldede Frisør in 2020.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Det Ny Teater: Denmark's other major commercial musical theater producer, operating in Copenhagen. Directly competes for both audiences and Danish musical theater talent with overlapping repertoire of international and Danish musical adaptations.
• Fredericia Teater: Historic Danish musical theater producer in Fredericia, founded 1883. Produces large-scale commercial musicals and competes for the same national Danish musical audience with comparable big-cast productions.

Others

• Music Theatre International: Largest global licensor of musical theater performance rights. Comparable as an ecosystem enabler rather than competitor — supplies the licensing framework One And Only Musicals uses to produce international titles.
• EVENTIM / Billetlugen: European ticketing platform that already powers One And Only Musicals' webshop. Comparable as a ticketing infrastructure peer and represents both a current partner and a structural dependency for ticket distribution.

Broad incumbents

• Disney Theatrical Group: Disney's theatrical production arm producing stage adaptations of Disney properties globally. Represents a major licensor of family-friendly musicals that One And Only Musicals and similar producers may license.
• Really Useful Group: Andrew Lloyd Webber's musical theater production and licensing company. A major licensor of the international musical catalog that One And Only Musicals draws on, and a benchmark for commercial producer scale.
• Live Nation Entertainment: World's largest live entertainment company. Competes indirectly for live entertainment spend and ticketing infrastructure across Denmark, and represents the scale ceiling for the live theater ticketing business model.
• Stage Entertainment: Europe's largest commercial musical theater producer, operating across Germany, Netherlands, Spain, France, and beyond. Produces many of the same international titles (Moulin Rouge, Grease, etc.) that One And Only Musicals licenses, making it the dominant continental incumbent.
• Cameron Mackintosh Ltd: Legendary British producer of blockbuster musicals (Les Misérables, Phantom of the Opera, Miss Saigon, Hamilton). Sets the global commercial template One And Only Musicals follows when licensing and producing international titles.

Regional players

• Göta Lejon / Svenska Teatern: Major Swedish commercial musical theater venue/producer in Stockholm. Operates in the adjacent Nordic market with comparable big-cast commercial musicals targeting a similar cultural demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@OneAndOnlyMusicals
• Facebookfacebook.com/OneAndOnlyMusicals
• LinkedInlinkedin.com/company/oneandonlymusicals
• Instagraminstagram.com/oneandonlymusicals
• TikToktiktok.com/@oneandonlymusicals

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 One And Only Musicals