What troels denmark does

Troels Denmark A/S is a privately held Danish furniture manufacturer (CVR 69784828) specializing in modular sofas and lounge chairs with a Scandinavian design aesthetic. The company serves a horizontally segmented customer base that includes B2B furniture retailers and resellers, hospitality businesses (hotels, clubs, restaurants, bars), and end consumers purchasing residential furniture. Core operations are run from Denmark (headquarters in Hinnerup, with a sales office and showroom in Møldrup) with manufacturing consolidated in Poland across 15,000 m² of production and warehouse space shipping 20-25 trucks per week.

The product portfolio comprises seven sofa series (Comfy, Prime, Michelin, Laze, London, Storm, and Jolly) and five chair models (El Paso Lounge, Joy, Luzy, Tulip, Wave Lounge), all built around proprietary construction technologies including nozag spring systems, sandwich foam cushion construction, and reversible cushion design. Customization is a central feature: 1,200 fabric colors and 100 leather colors are kept available at all times, and customers can configure modular furniture through an interactive 3D Sofa Builder tool (built on the VividWorks platform) before engaging sales. The company collaborates with named designers including Kurt Skovby, Arik Ben Simhon, and Stine Prang.

Revenue is generated through one-time B2B and B2C furniture sales priced via custom quotes, with no public pricing disclosed. Go-to-market combines direct sales (Head of Sales, Sales Consultants, country-specific Key Account Managers for Norway/US and Germany) with regional sales agents in Norway and Sweden, targeting at least five countries. The business positions around "conscientious quality" — durable, repairable design with replaceable parts — and holds ISO 14001 certification continuously since 2011. Sustainability investments include 178 solar panels (64 tonnes CO2 reduction since August 2019), LED lighting saving 150,000 kWh annually, and air compressor upgrades enabling partial factory shutdown. In 2025, the company announced all goods will be dispatched from Poland to optimize B2B customer logistics.

Name

troels denmark

Legal name

Troels Denmark A/S

Website

https://troelsdenmark.dk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Troels Denmark A/S is a Danish furniture manufacturer producing modular sofas and chairs with Scandinavian design. The company serves B2B retailers, hospitality businesses, and end consumers across Denmark, Norway, Sweden, Germany, and the United States from its Poland-based factory.

Ownership category

akta.pro rank

Product category

Residential Furniture Manufacturing

NAICS

Upholstered Household Furniture Manufacturing (337121), Furniture and Home Furnishings Retailers (4491)

SIC

Household Furniture (2510), Wholesale-Furniture & Home Furnishings (5020), Retail-Furniture Stores (5712)

akta.pro primary industry

Corporate, Event & Staging Furniture Rental (Short-Term) (CRAIAOAG)

akta.pro secondary industry

Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)

Keywords

• Scandinavian furniture design
• Modular sofa manufacturing
• Customizable lounge chairs
• Contract furniture supply
• Living room furniture

Headquarters

HQ city

Hinnerup

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: One-time purchase revenue from selling sofas, chairs, and lounge furniture directly to B2B customers (retailers, hospitality businesses) and potentially end consumers through a one-stop shopping model.
2. Custom/Modular Furniture: Revenue from modular, customizable furniture with endless combinations of designs, styles, sizes, and colors. Customers can personalize products through 3D builder tool.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Troels Denmark designs, manufactures, and distributes Scandinavian-style sofas, lounge chairs, and office chairs through B2B retailers, hospitality businesses, and direct-to-consumer channels. Its product range is built around modular, customizable furniture (1,200 fabric colors, 100 leather colors) supported by an interactive 3D Sofa Builder. All products are produced in Poland under ISO 14001-certified processes and shipped directly to customers.

Product overview

Troels Denmark is a Danish furniture manufacturer offering a complete collection of sofas and chairs with timeless Scandinavian aesthetics. The product portfolio includes seven distinct sofa series (Comfy, Prime, Michelin, Laze, London, Storm, and Jolly) and five chair models (El Paso Lounge, Joy, Luzy, Tulip, and Wave Lounge). All products feature extensive customization options with 1,200 fabric colors and 100 leather colors available. The offering is unified through a 3D Sofa Builder digital tool that enables customers to configure and visualize modular furniture in different layouts before purchase. Products emphasize durability, reversible cushions, replaceable parts, and sustainable materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Comfy Sofa Series Modular sofa series with generous volumes and timeless expression, featuring deep seating and feather-filled back cushions for embracing comfort. The modular design allows natural adaptation to different spaces and needs.
• Prime Sofa Series Modular sofa developed with focus on maximum comfort and flexibility. Can be configured as a spacious lounge setup or comfortable chaise lounge. Features plywood frame, nozag spring system, and sandwich foam cushions for support and durability.
• Michelin Sofa Series Modular sofa combining modern minimalism with comfort. Features clean lines, exclusive quilted seams, low back, and deep seating for relaxed, sophisticated interiors.
• Laze Sofa Series Warm and inviting sofa series with generous volumes and relaxed expression. Features soft silhouettes, feather-filled cushions, and modular construction providing flexibility while maintaining an elegant look.
• London Sofa Series Modular sofa series offering flexibility and endless customization possibilities with timeless Nordic expression. Customers can choose between different armrests, legs, and comfort options to create tailored solutions.
• Storm Sofa Inviting 3-person sofa combining comfort and style in a simple, timeless design. Designed by Arik Ben Simhon with soft rounded lines, plywood frame, nozag spring system, and cold foam upholstery for an organic, harmonious appearance.
• Jolly Sofa and Lounge Series Harmonious and inviting series with soft, elegant lines bringing warmth and balance to spaces. Built on a solid wooden frame with nozag spring system and molded cold foam cushions for comfort and durability.
• El Paso Lounge Chair Classic craftsmanship meets modern comfort with solid oak armrests providing organic appearance. Features sturdy plywood frame with nozag spring system, soft down-top seat, and down-foam blend back for a luxurious seating experience.
• Joy Chair Inviting chair with organic shapes and soft comfort. Features smooth swivel function and choice between two different back cushions for personalized support. Combines flexibility, comfort, and timeless Scandinavian design.
• Luzy Chair Retro-inspired chair bringing character and warmth with distinctive silhouette and tactile materials. Available in genuine wool with naturally soft, cozy seating experience and embracing comfort.
• Tulip Chair Elegant contemporary chair balancing refined comfort with sophisticated expression. Available with swivel base in black, brushed steel, or brass finishes. Clean lines and carefully considered proportions suit a variety of interiors.
• Wave Lounge Chair Calm and refined lounge chair with clean lines and timeless expression. Features adjustable backrest for personalized comfort and sleek metal frame in black or chrome. Designed for moments of rest and relaxation.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SITS: Scandinavian-origin upholstered furniture brand producing modular sofas and chairs for European retailers; highly comparable in product design philosophy, customization, and B2B distribution approach.
• BoConcept: Danish furniture brand designing and producing sofas, chairs, and dining furniture with Scandinavian aesthetics, operating a B2B franchise/retail model that competes head-to-head with Troels Denmark for retailer and end-customer wallet share.
• Innovation Living: Danish sofa and lounge chair specialist focused on modular, customizable upholstered furniture sold through B2B retailers worldwide; directly comparable on product type, customization model, and Scandinavian design heritage.
• Ekornes: Norwegian furniture group (Stressless, Svane) manufacturing premium upholstered seating and recliners for global retail and contract channels; comparable as a Nordic peer targeting the same B2B retailers and end-customers.
• Potocco: Italian furniture manufacturer of sofas, chairs, and complementary living/dining pieces serving both retail and contract/hospitality channels; relevant peer for Troels Denmark's hospitality segment and full-room positioning.
• Furninova: Swedish upholstered furniture manufacturer producing sofas and chairs for international retailers, sharing Troels Denmark's B2B wholesale model, Scandinavian design DNA, and emphasis on modular configurations.
• Koinor: German upholstered furniture manufacturer producing sofas and recliners for European furniture retailers and contract/hospitality buyers, directly comparable in product category and B2B go-to-market.

Broad incumbents

• Roche Bobois: French luxury furniture retailer/manufacturer offering premium sofas, chairs, and dining furniture through a global showroom network; relevant incumbent peer for design-led European upholstered furniture.
• IKEA: Global incumbent in affordable home furniture including sofas, chairs, and dining; competes with Troels Denmark at the broader category level across multiple geographies, but at very different price points and retail formats.
• West Elm: Large US-based retailer/manufacturer of sofas, chairs, and home furnishings with a contemporary design aesthetic; competes for the same retailer and end-customer demand Troels Denmark targets through its US Key Account Manager.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/troels-denmark

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 troels denmark