Stock Group A/S

What Stock Group A/S does

Stock Group A/S is a Danish B2B wholesale distributor of consumer brands founded in 2017 by Rasmus Borup Vendelboe (also referenced as Rasmus Borup Nielsen) and headquartered in Vejle, Denmark. The company develops, sources, and distributes a portfolio of consumer brands to retail chains across Denmark, Norway, and BENELUX, serving major enterprise customers that include Coop, Dagrofa, Brugsen, Salling, Løvbjerg, Elgiganten, Harald Nyborg, Coolshop, Kop-Kande, and Viamaja. Its business is organized into three pillars: featured brands developed in partnership with celebrity chefs and influencers (Sobczyk with Danish chef Casper Sobczyk, Gladkokken with Norwegian chef Jan Henrik Syversen, Herman den Blijker with Dutch chef Herman den Blijker, GLAM with influencer Irina Olsen, FSTX with DJ Faustix); proprietary brands across kitchen, home, personal care, kids, pets, and cleaning categories; and end-to-end private label development services for retail chains.

The company's operational infrastructure includes a self-serve B2B webshop and mobile app, a regional field sales force covering Danish territories, a key account management team, a Norwegian sales office (Stock Group Norway AS, established late 2025), and a wholly-owned B2C e-commerce subsidiary (Shop Group ApS) operating branded webshops including shop.caspersobczyk.dk, shop.gladkokken.no, and hermandenblijker.nl. Technology is operational rather than proprietary: orders are processed via the B2B webshop and an internal ERP system, payments are handled through Faktura, hosting is on Unoeuro.com, and logistics are delivered by GLS, Danske Fragtmænd, and Jørn Saaby Transport. A new headquarters in Vejle North was completed in 2023 with capacity for 50+ administrative staff, and a warehouse expansion is under construction (Q4 2026 completion) to double storage capacity.

The company monetizes primarily through wholesale product sales at unit-based B2B pricing denominated in DKK ex-VAT with delivery included and same-day dispatch for orders before 13:00. Recurring promotional revenue is generated through the Ja-tak (Yes Please) program — a Danish retail promotion mechanism where Stock Group supplies ready-made campaigns including video, image, and copy assets to retail chains. Private label development generates product margins on co-developed private label goods, while Shop Group produces direct-to-consumer revenue from branded B2C webshops, with the Sobczyk brand alone becoming Denmark's best-selling frying pan in 2024. Since August 2024, majority ownership has been held by Danish private equity firm Kincap A/S, which has backed the company's continued expansion into Norway and BENELUX.

Name

Stock Group A/S

Legal name

Stock Group A/S

Website

https://stockgroup.dk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Stock Group A/S is a Danish B2B wholesale distributor that develops, sources, and distributes proprietary and celebrity-endorsed consumer brands to retail chains across Denmark, Norway, and BENELUX, supplemented by private label services and a B2C e-commerce subsidiary.

Ownership category

akta.pro rank

Product category

Wholesale Consumer Goods Distribution

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Centers (444110), Health and Personal Care Retailers (456)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

akta.pro secondary industries

Private-Label/Own-Brand Warehouse Grocers (CRAHACAG), Supermarket Private Label–Led Grocers (CRAHAAAI)

Keywords

• Wholesale consumer goods
• Private label development
• Promotional retail products
• Brand distribution
• Retail supply

Headquarters

HQ city

Vejle

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Primary revenue from wholesale distribution of consumer brands and products to retail chains and independent retailers across Denmark, Norway, and BENELUX. Products sold through own brands, featured brands (co-developed with influencers/chefs), private label, and third-party brand distribution.
2. Ja-tak (Yes Please) promotional sales: Recurring promotional campaign sales through retail partners. Monthly high-volume sales of featured products through Ja-tak offer format, a Danish retail promotion mechanism. Company is recognized as the leading expert and largest supplier of Ja-tak products in Denmark.
3. Private label development fees: End-to-end private label product development service for retail chains including product selection, quality control, packaging design, branding, and logistics management. Revenue derived from product margins on manufactured private label goods.
4. B2C e-commerce (Shop Group subsidiary): Direct-to-consumer sales through branded webshops (shop.caspersobczyk.dk, shop.gladkokken.no, hermandenblijker.nl) operated by subsidiary Shop Group ApS. Achieved 100,000+ orders annually with strong customer ratings.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Stock Group A/S is a Danish wholesale distributor and brand developer that sources, develops, and supplies a portfolio of proprietary and co-developed consumer brands (kitchen, home, personal care, cleaning, DIY, pet, kids, electronics) to retail chains across Denmark, Norway, and BENELUX. It also offers end-to-end private label product development, manages the Ja-tak (Yes Please) promotional program for retail partners, and operates B2C branded e-commerce webshops through its Shop Group ApS subsidiary.

Product overview

Stock Group A/S is a modern B2B wholesale company operating across Europe with a diverse brand portfolio organized into three pillars: featured brands (co-developed with celebrity/chef partners — Sobczyk with Casper Sobczyk, Gladkokken with Jan Henrik Syversen, Herman den Blijker with Herman den Blijker, GLAM with Irina Olsen, and FSTX/Faustix with DJ Faustix), proprietary brands (Scandinavian Collection, Nordis, Sjö, ZWEEP, Handy Home, Mumuru, MassagePro, Luna Sleep, TOT, Snaxx, Sobczyk Junior), and private label manufacturing. The company also operates a B2C e-commerce subsidiary (Shop Group ApS) running branded consumer web shops and a webshop/app for B2B ordering. Product categories span kitchen (cookware, utensils, airfryers), home (cleaning tools, Nordic home décor), personal care (beauty, massage, sleep), kids toys, pets, Garden & DIY, Electronics, and food storage. The company operates a physical goods business with warehousing and logistics operations across Denmark and expanding into Norway and Benelux.

Differentiator

Problem solved

Functional benefit

Brands

• Sobczyk: Kitchen brand developed with Danish chef Casper Sobczyk, including pots, pans, and kitchen accessories.
• Gladkokken
• Herman den Blijker
• GLAM
• FSTX (Faustix)
• Sjö
• Nordis
• Scandinavian Collection
• ZWEEP
• Mumuru
• MassagePro
• Handy Home
• TOT
• Luna Sleep
• Snaxx

Products and services

• Sobczyk Featured kitchen product line developed in collaboration with Danish chef Casper Sobczyk, covering pots, pans, airfryers, and kitchen utensils with focus on quality and accessible pricing. Best-selling brand and market leader in Denmark.
• Gladkokken Featured kitchen product range developed in collaboration with Norwegian influencer chef Jan Henrik Syversen, focused on pots, pans, and kitchen tools with emphasis on functionality, quality, and design for everyday cooking.
• Herman den Blijker (HdB) Featured kitchen brand developed with Dutch celebrity chef Herman den Blijker, offering pots, pans, meat thermometers, and cooking tools designed for professional-grade quality, durability, and functionality for both professional and home kitchens.
• GLAM Featured beauty and hairstyling product line developed with influencer Irina Olsen, featuring professional-grade styling tools such as hair brushes, irons, and accessories designed for salon results at home.
• FSTX / Faustix Featured audio equipment brand developed with renowned Nordic DJ and producer Morten Olsen (Faustix), offering headphones and audio products combining professional sound technology with everyday usability.
• Scandinavian Collection Broad consumer goods brand featuring innovative Nordic-design products across household, kitchen, garden, and personal care categories, developed based on current and emerging market trends at accessible price points.
• Nordis Home brand focused on Nordic-style home products using natural materials such as textiles, wood, and ceramics, emphasizing simple, calm, functional designs with warm and inviting aesthetics.
• Sjö Cleaning brand combining Scandinavian simplicity with modern technology, offering products such as vacuum cleaners and floor washers designed with a focus on functionality, ease of use, and quality at affordable prices.
• ZWEEP Cleaning product line focused on effective and easy cleaning solutions for modern homes and professional environments, covering grout cleaners, glass cleaners, grill and oven cleaners, limescale removers, universal degreasers, foam cleaners, and sneaker cleaners.
• Handy Home DIY and home improvement brand offering simple tools and smart home solutions developed with a focus on durability, functionality, ease of use, and innovation for consumers who want to explore DIY projects at home.
• Mumuru Children's toy brand offering interactive toys, educational games, and creative kits designed to bring joy and excitement to children's everyday lives, compliant with Danish and EU legislation.
• MassagePro Wellness brand offering tested massage devices designed for recovery, health, and well-being, bringing professional quality and affordable products to both professional settings and home consumers.
• Luna Sleep Sleep and well-being brand dedicated to creating products that improve sleep quality, offering comfortable and revitalizing sleep solutions tested for comfort and effectiveness.
• TOT Pet care brand focused on delivering high-standard products for pets, with a clear understanding of pet needs aimed at improving the lives of pets and their owners through play, joy, and pampering products.
• Snaxx Functional everyday products brand focused on food containers and drink bottles for both children and adults, emphasizing user-friendliness, durability, and attractive design across markets and target groups.
• Sobczyk Junior Playful culinary-themed toy brand for children developed with chef Casper Sobczyk, offering imaginative and educational kitchen toys that allow children to explore cooking in a fun and safe way.
• Private Label Development Service End-to-end private label product development service working with retail chains from initial concept through to finished product, covering product selection, quality assurance, packaging design, branding, and delivery, tailored to each retail chain's assortment, price level, and market position.
• Shop Group B2C E-commerce (Branded Webshops) Direct-to-consumer e-commerce operation through Shop Group ApS subsidiary, running branded webshops for Sobczyk, Gladkokken, and Herman den Blijker. 100,000+ orders shipped annually with 4.6 Trustpilot rating.
• Ja-tak (Yes Please) Promotional Program Recurring monthly promotional campaign program for retail chains, providing complete marketing packages (videos, images, sales text) for retailers to promote on Facebook and in stores. Stock Group is the recognized leading expert and largest supplier of Ja-tak products in Denmark.

Quantifiable outcome

• Over 100,000 B2C orders shipped annually across branded webshops
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Seven partnerships are on record, tiered minor.

• KT Erhvervsbyg A/SminorImplementation/ SI/ Consulting Partner · 9 March 2026Danish construction company contracted to build Stock Group's new warehouse facility in Vejle, doubling warehouse capacity. Expected completion Q4 2026.
• Jørn Saaby TransportminorChannel Partner/ Reseller/ DistributorTransport partner for refrigerated and frozen goods delivery from Hobro warehouse.
• GLSminorChannel Partner/ Reseller/ DistributorParcels delivery partner for non-food orders.
• Danske FragtmændminorChannel Partner/ Reseller/ DistributorPallet delivery partner for non-food bulk orders.
• Supplier Service (Leverandørservice)minorChannel Partner/ Reseller/ DistributorRecommended payment service for B2B customers to facilitate invoice payments. Simplifies payment processes for retail partners.
• El-ReturminorOthersDenmark's largest collective scheme for WEEE and battery producer responsibility. Stock Group is enrolled for compliance with electrical and electronic equipment regulations.
• Emballageretor (Emballage Retur)minorOthersPackaging recovery scheme handling Stock Group's producer responsibility for packaging in accordance with Danish law.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Thule Group: Swedish outdoor and active lifestyle consumer brand group with global retail distribution. Comparable as a Nordic consumer brand group with multi-category portfolio and international retail presence, though focused on outdoor categories.
• Axfood: Swedish grocery retail group with strong private label programs (Eldorado, Garant). Comparable to Stock Group's private label development capability from a retail customer perspective, though Axfood is a retailer rather than a brand owner.
• Royal Unibrew: Danish beverage company owning multiple Nordic and Baltic beverage brands. Comparable to Stock Group as a Danish-headquartered multi-brand consumer goods group, though specialized in beverages rather than general household goods.
• Fiskars Group: Finnish consumer goods conglomerate owning brands in home, garden, and outdoor categories (Fiskars, Iittala, Gerber). Comparable as a broad Nordic consumer brand house, though much larger and with a stronger design-led positioning.

Direct peers

• Orkla: Norwegian branded consumer goods conglomerate owning food, personal care, and household brands with Nordic retail distribution. Direct comparable to Stock Group as a Nordic multi-brand consumer goods group, though at materially larger scale.
• Midsona: Swedish consumer goods company with brands in organic food, dietary supplements, hygiene, and personal care distributed through Nordic retail. Comparable to Stock Group as a Nordic multi-brand consumer goods group operating across health, food, and home categories.
• New Wave Group: Swedish brand house owning and distributing multiple consumer brands (sports, outdoor, workwear, lifestyle) via B2B channels and own retail. Comparable to Stock Group's multi-brand ownership model with B2B and B2C distribution.
• McBride: UK-based private label manufacturer of household and personal care products supplying European retail chains. Comparable to Stock Group's end-to-end private label development capability, though focused on contract manufacturing rather than brand ownership.

Regional players

• Power: Norwegian consumer electronics retailer also operating in Sweden, Denmark, and Finland. Comparable as a Nordic multi-country consumer electronics distribution player, especially given Stock Group's entry into Norway with electronics brands like FSTX.
• Dustin: Swedish-headquartered IT and consumer electronics retailer operating across the Nordics and BENELUX. Comparable as a Nordic multi-market consumer electronics distributor with overlapping geographic ambitions (BENELUX expansion).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/stockgroupdk
• LinkedInlinkedin.com/company/stock-group-a-s

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 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 Stock Group A/S