ROSENFELDT

What ROSENFELDT does

ROSENFELDT Fotografi ApS is a Danish photography company founded in 1998 and headquartered at a daylight studio in Gentofte, near Copenhagen. The firm operates a vertically focused photography business centered on school photography (Skolefoto), which it delivers nationwide to Danish primary schools, kindergartens, and gymnasiums. In 2026 the company projects it will photograph more than 50,000 students, deploying mobile on-site teams that bring their own flooring, benches, and backdrops to ensure consistent class-photo quality without gymnasium markings. The model is differentiated by a parent-facing custom webshop that sells individual portraits without mandatory package purchases, supported by integration with Danish school administration platforms (KMD, TEA, UV Data, Lectio) for direct digital file delivery.

Beyond education, ROSENFELDT runs a Gentofte studio serving more than 500 families annually for portrait, group, and seasonal Christmas photography, plus a commercial and advertising photography line covering LinkedIn-style corporate portraits, environmental and product photography, and film production for Danish businesses. The company operates 19 employees including a roster of named photographers, with seasonal staffing during the August–December peak. The firm is structured as a Danish ApS (private limited company), is independently founder-owned, and carries no disclosed external funding. All photography is sold on a unit-pricing basis with VAT-inclusive retail pricing for consumers, while school and large commercial contracts are quoted on request; the company self-describes as the cheapest provider in the high-end school photography segment. Marketing is largely referral-driven, anchored by a 4.8 Trustpilot rating and word-of-mouth from satisfied parents and schools.

Name

ROSENFELDT

Legal name

ROSENFELDT FOTOGRAFI APS

Website

https://rosenfeldt.nu

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

ROSENFELDT Fotografi ApS is a Danish photography company founded in 1998 that delivers nationwide school photography to more than 50,000 students annually, supplemented by kindergarten, gymnasium, family studio, and commercial photography services from its Gentofte studio.

Ownership category

akta.pro rank

Product category

Photography Services

NAICS

Photography Studios, Portrait (541921), Commercial Photography (541922), Photographic Services (54192)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Photography & Still Production (Stills, Product, Lifestyle) (MPAAAMAI)

akta.pro secondary industry

Photography & Photo Production (BPAFAIAF)

Keywords

• Portrait photography
• Wedding photography
• Commercial photography
• Event photography
• Photo studio services

Headquarters

HQ city

Gentofte

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. School Photography Services: Primary revenue stream from photographing students at schools, kindergartens, and gymnasiums. Parents purchase individual portraits through the online shop - no mandatory packages.
2. Print Products: Sale of printed photographs including A4 prints, framed photos, and large format prints (30x40cm up to 100x140cm) with optional framing.
3. Digital Files: Sale of high-resolution digital files of selected photographs for personal use.
4. Commercial and Advertising Photography: Business portrait photography (LinkedIn, corporate websites), environmental photography, film production, and advertising campaigns for corporate clients.
5. Family Studio Photography: Family and group photography sessions at the Gentofte studio, including Christmas photography seasonal offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ROSENFELDT is a Danish photography company offering professional photography services to individuals and businesses. The studio produces portrait, wedding, commercial, and event photography, delivering finished photographic products and prints to clients across Denmark.

Product overview

ROSENFELDT is a Danish photography company established in 1998, operating a multi-service photography business centered around school photography (Skolefoto) as its primary offering. The company provides photography services across four main segments: school photography (primary schools with 50,000+ annual students), kindergarten photography (Børnehavefotografering), high school/gymnasium photography (Gymnasiefotografering including graduation photos), and family photography (Familiefotografering). Additionally, they offer commercial and advertising photography (Erhverv og reklame). The service portfolio includes a proprietary digital webshop for online ordering and an Onlinebooq booking platform for appointments. Schools receive a comprehensive package including staff photos, class portraits, framed images, and digital file integration with Danish educational systems (KMD, TEA, UV Data, and Lectio). The company operates from a daylight studio in Gentofte with free parking.

Differentiator

Problem solved

Functional benefit

Products and services

• Portrait Photography Studio portrait sessions for individuals, families, and couples, producing professionally edited digital images and prints.
• Wedding Photography Full-day wedding coverage including ceremony, reception, and portrait sessions, delivered as a curated photo gallery and album products.
• Commercial Photography Professional photography for businesses, including product, brand, and corporate event imagery intended for marketing use.
• Event Photography

Quantifiable outcome

• 50,000+ students photographed annually by 2026
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Herff Jones: Herff Jones is a long-established US provider of school photography, graduation regalia, and class rings/jewelry, with annual portrait cycles to schools nationwide. Overlaps with Rosenfeldt on school portraiture, class composites, and graduation photography for high schools.
• Jostens: Jostens is a major North American provider of school photography, yearbooks, graduation products, and class rings. Comparable to Rosenfeldt's gymnasium/graduation and class photo product lines, with similar B2B school contracting and parent-facing ordering.
• Lifetouch (Shutterfly School Photography): Lifetouch, now part of Shutterfly, is the largest school photography operator in North America, providing yearbooks, class portraits, and K-12 photography at a similar nationwide scale. Comparable to Rosenfeldt on customer base (schools, parents, students), product (portrait + class photos with online ordering), and digital delivery workflow.

Direct peers

• MB Photographic (UK): MB Photographic is a UK school photography operator delivering class and individual portraits with digital parent proofing, comparable in scale and product mix to Rosenfeldt's primary school business model.
• SchoolPix: SchoolPix is a US school picture and yearbook photo provider with parent online ordering and direct-to-school delivery. Comparable to Rosenfeldt on school focus, online ordering platform, and portrait-only purchase model.
• Dorian Studio: Dorian Studio is a US school and senior portraiture company operating in multiple states with on-site K-12 school photography. Directly comparable to Rosenfeldt's school deployment model, multi-year contracts, and parent-facing digital ordering.
• Inter-State Studio & Publishing Co. Inter-State Studio is a regional US school photography company focused on K-12 and senior portraiture with parent-facing digital proofing and ordering. Closely comparable to Rosenfeldt's core school photography model: on-site shooting, digital selection, individual portrait purchase, and multi-year school contracts.
• Visual Image Photography: Visual Image Photography (VIP) is a US-based school, senior, and sports photography company serving K-12 schools with on-site shoots and online ordering. Directly comparable to Rosenfeldt on school deployment, portrait ordering workflow, and parent-as-customer revenue model.

Emerging players

• SpotMyPhotos: SpotMyPhotos is an emerging US-based school photography tech platform enabling photo delivery, facial recognition, and direct-to-parent digital sales. Comparable to Rosenfeldt in the parent-facing digital ordering piece, but with a technology/software angle rather than in-house photographer deployment.

Others

• Yearbook Discovery (NPCS): NPCS/Nelco is a US commercial photography and printing services provider serving school portrait and yearbook programs. Adjacent comparison to Rosenfeldt on commercial/printing infrastructure supporting school photography, rather than direct retail school photo competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rosenfeldt.nu
• Instagraminstagram.com/rosenfeldt.nu
• LinkedInlinkedin.com/company/rosenfeldt

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 ROSENFELDT