iPool A/S
iPool A/S is a Danish specialty retailer and service provider selling residential swimming pools, equipment, water-treatment systems, and installation/maintenance services to homeowners and trade contractors via e-commerce, a B2B portal, and an in-house delivery fleet.
- Company typePrivate
- Founded2013
- HeadquartersØlstykke, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What iPool A/S does
iPool A/S is a Danish specialty retailer and service provider for residential swimming pools, founded in 2013 and headquartered in Ølstykke, Denmark. The company sells pools, pool equipment, water-treatment chemicals, coverings, heating solutions, and related accessories through an e-commerce platform, physical showroom, and a dedicated B2B portal at ipool.eu, serving both individual homeowners and trade/contractor customers. Beyond product resale, iPool operates an installation and maintenance business, with 4,000+ recurring service customers and pool project ticket sizes ranging from 50,000 DKK for above-ground units to an average of 250,000–800,000 DKK for full in-ground installations.
iPool A/S firmographics
Firmographics- Name
- iPool A/S
- Legal name
- iPool A/S
- Website
- https://ipool.dk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- iPool A/S is a Danish specialty retailer and service provider selling residential swimming pools, equipment, water-treatment systems, and installation/maintenance services to homeowners and trade contractors via e-commerce, a B2B portal, and an in-house delivery fleet.
- Ownership category
- akta.pro rank
iPool A/S industry classification
Industry- Product category
- Swimming Pool Retail and Services
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)
Keywords
Where iPool A/S is headquartered
LocationHeadquarters
- HQ city
- Ølstykke
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
iPool A/S business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Pool and accessory product sales: iPool generates revenue through the sale of swimming pools, pool equipment, chemicals, accessories, and related goods via its e-commerce platform ipool.dk. The company also offers paid services including pool maintenance, spring/winter preparation, installation, and training courses. Revenue is a mix of one-time product sales and recurring service engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce — individual product purchases |
| Other | Pay-as-you-go | Service packages — recurring annual services |
| Subscription | Multi-year contract | B2B trade accounts — professional pool builders and technicians |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
iPool A/S product offering
Product offeringCore offering
iPool A/S is a Danish online and physical retailer of swimming pools and pool equipment. The company sells seven types of swimming pools (wood, steel, concrete, fiberglass, PP/PE, luxury fiberglass, mosaic) along with the full ecosystem of pool equipment, water treatment chemicals, heating solutions, pool covers, accessories and tile products. Beyond retail, iPool delivers professional pool maintenance, seasonal preparation, installation and free training courses to approximately 4,000 recurring customers across Denmark through its own delivery fleet, Click & Collect warehouse and service technician team.
Product overview
iPool A/S is a Danish online pool retailer and service provider offering a comprehensive ecosystem of swimming pools and accessories. The product portfolio includes seven distinct pool types (wood, steel, concrete, fiberglass, PP/PE, luxury fiberglass, and mosaic pools) representing the core product offerings. The ecosystem integrates water treatment equipment (pool pumps like Pentair VS2, sand filters, filter cartridges), heating solutions (inverter heat pumps, solar heating), and various pool covers (thermal blankets, slat covers, rollbar covers, safety covers, glass enclosures, winter covers). Supporting accessories include automatic vacuum cleaners, outdoor showers, underwater lighting, massage systems, and tile products. The company also offers smart monitoring solutions including Blue Connect (smart pool analyzer) and Intellipool (internet-integrated control system). Services include professional pool maintenance, installation, pool courses, and delivery via iPool-ruten (weekly delivery route) and Click & Collect. For B2B customers, iPool provides specialized pool contractor services through their partner program with a warehouse exceeding 2,000 sqm.
Differentiator
Problem solved
Functional benefit
Brands
- iPool-ruten: Weekly delivery service covering Nordsjælland, Copenhagen, and Midtsjælland areas
- iPool swimmingpool magasin
- iPool Partner
Products and services
- Swimming Pools (Wood, Steel, Concrete, Fiberglass, PP/PE, Luxury Fiberglass, Mosaic)
Quantifiable outcome
- 4,000 recurring customers use iPool services annually
- +1 more outcomes
Companies that use iPool A/S
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
iPool A/S technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
iPool A/S partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- SafircoreSafir is a featured brand in iPool's portfolio, supplying pool water treatment products including Safir Klor, Safir pH Minus, and Safir Alka Plus. iPool tests and endorses Safir products based on field performance in its own service operations.
- PentaircorePentair is a key equipment supplier for iPool, providing pool pumps (e.g., VS2 variable-speed pump), filters, and automation systems. The VS2 pump is highlighted as iPool's top recommendation for energy-efficient pool pumping.
- BehnckesupportingBehncke is a German brand represented in iPool's supplier portfolio, providing pool equipment and chemicals.
- GrandosupportingGrando supplies lamellar pool covers and related enclosure products that iPool distributes to end customers.
- MapeisupportingMapei provides tile adhesives, grouts, and surface treatment products used in mosaic pool installations. iPool stocks and recommends Mapei products for pool finishing.
- EzarrisupportingEzarri is a mosaic tile manufacturer whose products are distributed through iPool for mosaic pool installations. iPool highlights Ezarri mosaics featuring the patented JointPoint adhesion system.
- Egedal EntreprisecoreEgedal Entreprise is a construction company that collaborates with iPool on pool installation projects. The partnership began when Egedal built its own home pool with iPool, and expanded to include joint construction of pools for iPool's customers, as well as the build-out of iPool's new warehouse facility in Værebro.
- CGT (Comagumi/Glasfiber?)supportingCGT appears as a brand partner in iPool's B2B supplier ecosystem, representing pool/fiberglass pool products in the company's portfolio.
- DuratechsupportingDuratech is a pool equipment brand featured in iPool's B2B product portfolio, supplying specialized pool technology components.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
iPool A/S competitors and assessment
Company assessmentDirect peers
- Swim & Fun (Scandinavian Pool Group): Scandinavian-based pool equipment brand and retailer offering pools, pumps, filters, covers and chemicals. Directly comparable to iPool as a regional multi-category pool retailer serving Nordic consumers and trade customers.
Regional players
- PoolKungen: Swedish online pool retailer selling pools, equipment, chemicals and accessories to consumers and installers. Directly comparable business model to iPool, but operates in the Swedish market rather than Denmark.
Broad incumbents
- SCP Pool Corporation: Largest specialty distributor of pool and related products in North America, serving both residential and commercial pool professionals. Comparable to iPool in category scope (pools, equipment, chemicals, covers) but operates at vastly greater scale across the US/Canada.
Peers
- Fluidra:
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
iPool A/S social profiles
Digital presenceiPool A/S financial estimates
Financial estimateRevenue estimate
Valuation estimate
iPool A/S leadership team
Management profileNumber of profiles
Profiles1 record
iPool A/S funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iPool A/S M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iPool A/S
What does iPool A/S do?
iPool A/S is a Danish online and physical retailer of swimming pools and pool equipment. The company sells seven types of swimming pools (wood, steel, concrete, fiberglass, PP/PE, luxury fiberglass, mosaic) along with the full ecosystem of pool equipment, water treatment chemicals, heating solutions, pool covers, accessories and tile products. Beyond retail, iPool delivers professional pool maintenance, seasonal preparation, installation and free training courses to approximately 4,000 recurring customers across Denmark through its own delivery fleet, Click & Collect warehouse and service technician team.
Is iPool A/S a public or private company?
iPool A/S is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was iPool A/S founded?
iPool A/S was founded in 2013. It employs 11 to 50 people.
Where is iPool A/S based?
iPool A/S is headquartered in Ølstykke, Denmark, in the Europe region.
How does iPool A/S make money?
One revenue line is on record: pool and accessory product sales.
Who are iPool A/S's main competitors?
Swim & Fun (Scandinavian Pool Group) is listed as a direct peer. PoolKungen is listed as a regional player. SCP Pool Corporation is listed as a broad incumbent. Fluidra is listed as a peer.
Does iPool A/S have an API?
No public API is recorded for iPool A/S.
What industry is iPool A/S in?
iPool A/S's product category is Swimming Pool Retail and Services. Its primary akta.pro industry code is HSAIALAJ, Equipment Installation & Upgrades (Automation, Covers, Sanitizers). Its SIC code is 5070.