Urban-Hald ApS

What Urban-Hald ApS does

Urban-Hald ApS is a privately held Danish e-commerce and specialty retail company headquartered in Hjørring, North Jutland, founded in 2016 by Lasse Hald and Daniel Urbaniak. The company curates and distributes modern renovation and finishing materials to both private homeowners and professional tradespeople, organized across six product categories: MicroCement (seamless surface coatings with kits and accessories, including Denmark's first EPD-verified MicroCement system), engineered wood flooring in herringbone, chevron, and plank formats, luxury vinyl tile (LVT) with click installation, StoneCarpet natural-stone flooring systems, breathable facade rendering systems with silver-ion algae-reduction technology, and EU Ecolabel-certified interior/exterior paints, supported by a full accessories and tool range.

The business operates a hybrid direct-to-consumer model: a Danish-language 24/7 webshop (urbanhald.dk) that accepts Dankort, Visa, MasterCard, MobilePay, Apple Pay, Google Pay, Klarna, Viabill, Anyday, bank transfer, and gift certificates; five physical showrooms (Hjørring, Aarhus, Middelfart, Glostrup) plus a Denmark-wide mobile showroom; and B2B account management for tradespeople with a dedicated 'Bliv B2B kunde' onboarding pathway. Customer-support infrastructure combines free technical advisory via phone, email, and chat with self-serve planning tools including product calculators, a MicroCement color visualizer, installation guides, and a refundable 43-color sample box loan program.

Revenue mechanics are one-time transactional product sales priced in DKK inclusive of 25% Danish VAT, augmented by a professional workshop and training services line covering MicroCement application techniques, plus ancillary gift certificates and clearance sales. Logistics are outsourced to multiple Danish carriers (GLS, Brink Transport, Danske Fragtmænd, Dansk Distribution) for 1-3 business day nationwide delivery, with free warehouse pickup in Hjørring. The company received a DKK 2.4 million angel investment in January 2022 from Jacob Risgaard and Christian Arnstedt via DR's Løvens Hule (Dragon's Den), reported 134% revenue growth in 2022, and is constructing a new 2,500 m² headquarters in Hjørring expected to be completed by end of 2026.

Name

Urban-Hald ApS

Legal name

Urban-Hald ApS

Website

https://urbanhald.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Urban-Hald ApS is a Danish e-commerce and specialty retailer founded in 2016 in Hjørring, curating and selling modern renovation materials including MicroCement, wood floors, LVT, StoneCarpet, facade systems, and paints to homeowners and professional tradespeople across Denmark via five showrooms, a mobile unit, and an online webshop.

Ownership category

akta.pro rank

Product category

Renovation Materials Retail

NAICS

Home Centers (444110), Hardware Retailers (444140)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)

akta.pro secondary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

Keywords

• Renovation materials retail
• MicroCement products
• Luxury vinyl flooring
• Facade renovation products
• DIY home improvement

Headquarters

HQ city

Hjørring

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales (B2C & B2B): One-time sale of specialty building and renovation materials (MicroCement, wood floors, luxury vinyl, StoneCarpet, facade products, paint, tools) to both private consumers and professional tradespeople. Revenue is transaction-based with no recurring subscription element. Prices in DKK, inclusive of VAT.
2. Professional workshops and training: Paid workshops for professional craftspeople covering MicroCement application techniques and product usage. Generates service revenue alongside product sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels13 records

Core offering

Urban-Hald ApS sells renovation materials through its own Danish e-commerce platform and a network of five physical showrooms plus a mobile showroom. Its product portfolio includes proprietary MicroCement lines, wood floors, luxury vinyl tiles (LVT), StoneCarpet, facade renovation products, paint, and tools, supported by free professional advisory, product calculators, and a dedicated B2B service. The company markets both to DIY consumers and to professional tradespeople with separate onboarding, pricing, and account management.

Product overview

Urban-Hald ApS is a Danish e-commerce company operating primarily as a webshop with physical showrooms, selling a curated portfolio of modern renovation and finishing materials for both private consumers and trade professionals. The product line is organized into six core product categories — MicroCement (seamless surface coating with kits and accessories), Trægulve (engineered wood flooring in herringbone, chevron, and plank formats), Luksus Vinylgulve/LVT (luxury vinyl click flooring), StoneCarpet (natural stone surface for indoor/outdoor use), Facaderenovering (breathable facade systems with silver-ion technology), and Maling (eco-certified interior and exterior paints) — supported by a dedicated Værktøj & Tilbehør accessories range. These are complemented by value-added services including five showrooms, expert technical advisory, online calculators, installation guides, physical sample loans, gift certificates, and a clearance section. The portfolio serves both DIY consumers and professional tradespeople, with products sourced primarily from family-owned European manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Urban-Hald MicroCement (MicroCement range) Own-brand MicroCement product line including basic, fine, medium, and coarse variants in multiple colors, sold to DIY consumers and professionals for floors, walls, ceilings, kitchens, and bathrooms.
• MicroCement Kits (MicroCement Sæt) Complete MicroCement kits bundling primer, base coat, top coat, and sealant for end-to-end application, sized for typical project areas.
• Wood Floors (Trægulve) Range of wooden flooring products including hardwood and engineered options for residential and light commercial interiors.
• Luxury Vinyl Flooring (Luksus Vinylgulve / LVT) Click and glue-down LVT flooring products designed as durable, water-resistant alternatives to wood floors for residential and commercial use.
• StoneCarpet (Stentæppe) Resin-bound stone flooring for indoor and outdoor surfaces, sold to DIY and professional buyers for driveways, terraces, and interior floors.
• Facade Renovation Products (Facaderenovering) Facade cleaning, repair, and renovation products including a silver-ion-based self-cleaning facade system sold to homeowners and trade professionals.
• Paint (Maling) Interior and exterior paints and wood treatment products for residential and professional use, with a coverage calculator to estimate quantities.
• Tools & Accessories (Værktøj & Tilbehør) Application tools, accessories, and consumables needed to install MicroCement, paint, flooring, and facade products, sold to DIY and professional customers.
• Professional Workshops and Training Training workshops and certification programs (Partner / Silver / Gold) for tradespeople learning to apply MicroCement, facade, and other renovation products.
• Showroom Advisory & Customer Service Free professional advisory and after-sales customer service delivered in physical showrooms, via the mobile Pop-Up showroom, and through online/phone support channels.
• Sample Kits (Vareprøver) Small-format samples of MicroCement, paint, flooring, and other materials enabling customers to evaluate texture and color prior to purchase.
• Gift Certificates (Gavebevis) Stored-value gift certificates usable across the Urban-Hald product range, sold as a standalone product line.
• Clearance / Restparti (Restpartier) Discounted leftover and end-of-line renovation materials sold via the webshop clearance section.

Quantifiable outcome

• 10,000+ customers served
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Gulvbranchen (Floor Industry Association)minorOthersUrban-Hald is a member of Gulvbranchen, the Danish floor industry trade association affiliated with Dansk Industri. Displayed in website footer alongside Bisnode AAA rating.
• GLS, Brink Transport, Danske Fragtmænd, Dansk DistributioncoreChannel Partner/ Reseller/ DistributorLogistics and delivery partners used to fulfill orders across Denmark. Carrier is selected based on package size and weight. Enables 1-3 business day delivery on in-stock items nationwide, including to parcel shops, home delivery, and special delivery options.

Scale indicators10 records

Recent moves12 records

Expansion highlights6 records

Regional players

• Byggmax: Swedish-origin Nordic discount building materials retailer with stores across Scandinavia. Comparable to Urban-Hald as a Nordic building materials retailer with overlap on wood floors, paint, and tools, but operates at much larger scale and does not concentrate on microcement or premium surface systems.

Broad incumbents

• Harald Nyborg: Danish discount DIY and household chain offering paint, flooring, tools, and accessories at lower price points. Comparable to Urban-Hald because they overlap on commodity DIY categories and compete for the same price-sensitive Danish homeowner.
• Bauhaus Danmark: Danish arm of the European Bauhaus home improvement and DIY chain with large-format stores across Denmark. Overlaps with Urban-Hald on flooring, paint, tools, and facade products, with substantially larger SKU breadth and store footprint.
• Jem & Fix: Danish discount hardware and DIY chain carrying tools, fasteners, paint, adhesives, and basic renovation supplies. Comparable to Urban-Hald on the hardware and accessories side, with a similar Danish-only geographic footprint but lower price positioning.
• Saint-Gobain Distribution Denmark: Danish arm of Saint-Gobain's building materials distribution network serving trade professionals across surface, insulation, and interior solutions. Comparable to Urban-Hald because of overlap in facade rendering systems, surface coatings, and professional B2B customers, but with a substantially broader product portfolio.
• XL-BYG: Danish cooperative of building materials dealers serving both consumers and professional contractors. Comparable to Urban-Hald because it operates in the same hybrid B2C/trade building-materials category, but through a dealer network rather than a curated own-brand e-commerce store.
• Silvan: Largest Danish DIY and home improvement chain, carrying wood floors, paints, tools, adhesives, and increasingly surface renovation products. Comparable because it competes across Urban-Hald's entire assortment, but at significantly broader scale and with greater buying power — making Silvan the benchmark incumbent Urban-Hald differentiates against.

Direct peers

• Luxury Concrete: European microcement specialist selling complete systems (primers, base coats, topcoats, sealers) to applicators and end customers. Direct category competitor to Urban-Hald's MicroCement line and a benchmark for international expansion of microcement e-commerce.
• Woodfloor Denmark / wood-floor specialists: Danish specialists in engineered and solid wood flooring including herringbone and chevron parquet — directly comparable to Urban-Hald's Trægulve line. Both target Danish homeowners and contractors seeking premium wood floor products, sample/loan services, and installation guidance.
• Topciment: Spanish manufacturer and direct distributor of microcement systems with international distribution. Most directly comparable peer to Urban-Hald's MicroCement franchise; both sell complete microcement systems to applicators and DIY consumers, though Topciment is a manufacturer while Urban-Hald is a Danish curated reseller of a proprietary-labelled system.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@urban-hald
• Facebookfacebook.com/urbanhald
• LinkedInlinkedin.com/company/urban-hald-aps
• Instagraminstagram.com/urbanhald
• TikToktiktok.com/@urbanhald
• Pinterestdk.pinterest.com/urbanhald

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Urban-Hald ApS