What Sono Danmark A/S does

Sono Danmark A/S is a Danish private limited company founded in 2005 and headquartered in Ikast, Denmark, operating as a multi-brand e-commerce reseller of office furniture, school and kindergarten furniture, warehouse and industrial equipment, and wardrobe/locker solutions. The company is part of the broader Sono Group, evidenced by a group-level Sustainability Report 2025 and shared whistleblower infrastructure, and serves customers across Denmark, Norway, and Sweden through country-specific storefronts (sono.dk, sono.no, sono.se) with consolidated fulfillment from a single Ikast warehouse. Its catalog aggregates more than 25 third-party brands — including Varier, aeris, Schulte Lagertechnik, GBP, Savo, Glamox, Nowy Styl, Tranås Skolmöbler, and Ergobjörn — organized into four verticals: Kontormøbler (office furniture such as ergonomic chairs, height-adjustable desks, office storage, and reception/lounge), Lager og Industri (V06 and GBP storage racks, pallet and cantilever racking, workshop equipment, steel cabinets, transport/lifting), Garderobe (steel lockers, wardrobe benches), and Skole og Børnehave (student chairs, desks, and storage).

The underlying technology is a curated product catalog and e-commerce storefront rather than proprietary IP, with checkout supported by multiple payment integrations (MobilePay, Klarna, Stripe, Briqpay) and deliveries handled by DB Schenker and ColliCare. Sono holds ISO 9001 and ISO 14001 certifications, is e-mærket certified for Danish e-commerce trust, and operates as a frame agreement supplier through SKI (Statens og Kommunernes Indkøbs Service) for wardrobe/locker and school chair categories — giving certified access to Danish public-sector procurement.

Revenue is generated through direct unit-priced hardware sales across the four verticals to Danish businesses, schools, warehouses, and public institutions, supplemented by free shipping on orders above DKK 5,000 incl. VAT and 2–4 day delivery. The go-to-market is direct-to-consumer and direct-to-business via owned websites, with marketing driven by an expertise blog, email newsletter, and the SKI public-procurement framework. The operation is unusually lean for its geographic footprint, with only 8 employees supporting a three-country commercial presence.

Name

Sono Danmark A/S

Legal name

Sono Danmark A/S

Website

https://sono.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sono Danmark A/S is a Danish e-commerce reseller of office furniture, school furniture, warehouse/industrial equipment, and wardrobe solutions, operating across Denmark, Norway, and Sweden under the Sono Group with 25+ third-party brands and SKI public-sector framework access.

Ownership category

akta.pro rank

Headquarters

HQ city

Ikast

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Revenue is generated through direct sales of office furniture, school furniture, warehouse equipment, storage solutions, and related products via e-commerce. Products include chairs, desks, shelving units, pallet racking, and industrial storage solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sono Danmark A/S is a Danish e-commerce retailer that distributes and sells office furniture, school and kindergarten furniture, warehouse and industrial storage equipment, and wardrobe/locker solutions to businesses and public-sector buyers across Scandinavia. The company operates multi-country websites (sono.dk, sono.no, sono.se) under the Sono Group brand, sourcing products from third-party manufacturers and shipping from a centralized warehouse in Ikast, Denmark.

Product overview

Sono Danmark A/S is a furniture and storage equipment company operating as part of the Sono Group across Denmark, Norway, Sweden, and Finland. The company offers a multi-category product portfolio organized into four main divisions: Kontormøbler (Office Furniture) encompassing chairs, height-adjustable desks, office storage, ergonomic accessories, and reception/lounge furniture; Lager og Industri (Warehouse and Industrial) featuring storage racks including V06 and GBP systems, pallet racking, cantilever racks, workshop equipment, steel cabinets, and transport/lifting equipment; Garderobe (Wardrobe) providing steel lockers, wardrobe benches, and specialty cabinets for changing rooms; and Skole og Børnehave (School and Kindergarten) offering educational furniture including student desks, chairs, and storage solutions. The company operates as an e-commerce platform with project consultation services for workspace, school, and industrial facility furnishing. Free shipping is available on orders over 4,000 DKK excluding VAT, with delivery in 2-4 days. The company holds ISO 9001 and ISO 14001 certifications and is e-mærket certified.

Differentiator

Problem solved

Functional benefit

Products and services

• Office Furniture (Kontormøbler) Complete office furniture range including chairs, desks, storage, ergonomic accessories, reception and lounge furniture for corporate environments. Targeted at Danish businesses and organizations furnishing workspaces.
• Warehouse and Industrial Equipment (Lager og Industri) Complete warehouse and industrial storage solutions including workshop equipment, storage racks, steel cabinets, transport equipment, and environmental safety products for warehouses, factories, and industrial facilities.
• Wardrobe and Locker Solutions (Garderobe) Complete wardrobe solutions for changing rooms including steel lockers, locker frames, locker accessories, wardrobe furniture, clean clothes lockers, locker benches, school lockers, and special cabinets for workplaces, schools, and industrial facilities.
• School and Kindergarten Furniture (Skole og Børnehave) Furniture specifically designed for educational institutions including chairs, tables, storage, and specialty products for schools, canteens, and daycares. Targeted at Danish schools and educational institutions.
• Office Chairs (Stole) Office chairs including active sitting, ergonomic chairs, conference chairs, bar stools, saddle stools, XXL chairs, and standing support chairs, designed for corporate and office environments.
• Height-Adjustable Desks (Hæve-sænkeborde) Electric or manual height-adjustable work desks designed for ergonomic office use within the office furniture division.
• Quiet Rooms (Stillerum) Mobile and flexible quiet rooms for focused work and private calls, sold as part of the office equipment range for corporate offices.
• Storage Racks (Lagerreoler) Storage racks including V06 system, boltless racks, pallet racks, small parts storage systems, and industrial shelving products for warehouse and workshop use.
• Pallet Racks (Pallereoler) Steel pallet racking systems for EUR pallets and industrial storage with accessories like truck guards, backrests, and pallet stops, conforming to European standards SS-EN 15512, SS-EN 15620, SS-EN 15629, SS-EN 15635.
• Cantilever Racks (Grenreoler) Heavy-duty cantilever racking for storage of long items, boards, pipes, and tubes, available in single-sided and double-sided configurations, produced by Schulte Lagertechnik.
• Workshop Equipment (Værksted) Workshop equipment including workbenches, workbench accessories, workplace lighting, tool drawer sections, ESD equipment, work stools, tool hooks, tool panels, workshop carts, industrial mats, cleaning systems, and lifting columns for industrial facilities.
• Transport and Lifting Equipment (Transport og Løft) Material handling equipment including platform trucks, mini stackers, lifting trucks, machine skates, stackers, truck accessories and cranes, pallet trucks, lifting tables, sack trucks, and transport carts for warehouses and industrial operations.
• Environment and Safety Products (Miljø og Sikkerhed) Environmental and safety products including leak protection, barriers, drum handling, industrial waste sorting, waste stands, trash cans, and tip containers for industrial and warehouse environments.
• Outlet and Clearance Furniture Discounted and clearance furniture products available at reduced prices across the office furniture, warehouse, and school categories.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• SKI (Statens og Kommunernes Indkøbs Service)coreGTM or Marketing PartnerSono Danmark is a frame agreement supplier (rammeaftaleleverandør) through their suppliers for SKI procurement agreements. They have signed agreements in areas including wardrobe/locker solutions (garderobe og omklædning) and school chairs (skolestole), enabling public sector customers to procure through established frameworks.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Others

• Würth: Global industrial supplies, tools, and workshop equipment distributor. Comparable on workshop/industrial product overlap and B2B customer base, though not a direct furniture competitor.
• HAY: Danish contemporary design furniture and accessories brand. Adjacent — shares Danish design heritage and B2B contract sales motion, but positioned upmarket from Sono's mid-market e-commerce assortment.
• Jungheinrich: European intralogistics and warehouse equipment manufacturer (forklifts, racking, automated storage). Relevant adjacent player — Sono resells the kinds of products Jungheinrich designs, but is not a direct competitor.
• Normann Copenhagen: Danish design brand producing furniture, lighting, and accessories. Adjacent thematically — Danish design DNA and B2B contract channel — but not a direct competitor to Sono's value/utility office and warehouse assortment.
• Fritz Hansen: Premium Danish furniture manufacturer with strong contract/office presence (e.g., Series 7, Egg). Comparable on Danish origin and B2B office furniture exposure, but positioned in a premium tier well above Sono.

Broad incumbents

• BoConcept: Danish-founded global furniture brand with franchise retail and B2B project sales. Comparable on Danish origin, multi-country e-commerce, and overlap in office/reception furniture categories.
• IKEA (Inter IKEA / Ingka): Global home/office furniture giant with broad Scandinavian overlap. While primarily B2C, IKEA's growing business customer and workplace offerings compete for the same small/medium Danish office furniture wallet as Sono.

Regional players

• Montana Furniture: Danish modular furniture and shelving designer with strong presence in the Danish/Nordic market. Comparable on storage/shelving product overlap and Danish design heritage.

Direct peers

• Holmris (EFG): Danish office and interior furniture supplier serving B2B customers with project-based sales. Closely comparable on Danish B2B office furniture customer base and institutional sales motion.
• AJ Produkter: Swedish-founded Nordic office, school, and warehouse furniture retailer with multi-country operations (DK, SE, NO, FI, DE, PL, etc.). Directly comparable to Sono on multi-country e-commerce, multi-vertical catalog, and B2B/B2C customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sonodanmark

Compliance4 records

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 Sono Danmark A/S