Retail Partner Nordic

What Retail Partner Nordic does

Retail Partner Nordic ApS is a Copenhagen-based, 100% privately owned FMCG distribution and commercial services company founded in 2013, focused on household, personal care, beauty, and health-care categories across Denmark and Sweden. The company operates a 360-degree full-value chain model covering customer and key account management, category management, sales force activities, supply chain, and brand activation for international branded suppliers seeking a local Nordic distribution partner. Its brand portfolio includes Kimberly-Clark (Kleenex, Huggies, DryNites), Kenvue (OGX, Maui Moisture), Unilever (Toni&Guy), Scholl, Frosch (Werner & Mertz), Swedish Match (Tordenskjold), Dermapharm (Derma, Derma Sun, MDerma, Dermaknowlogy), Avivir, Elida Beauty, Alberto VO5, Bed Head, and Stuhr.

The company's technology stack centers on integrated forecasting, demand planning, and category-management information systems that feed Joint Business Planning with both brand partners and retail customers, supported by 360-degree business reviews. Logistics is delivered through third-party partners (DSV, Freja Logistik) and in-store execution through SalesSupport Danmark, making the operating model asset-light.

The business model is professional-services-style B2B distribution revenue: Retail Partner monetizes by representing and physically distributing third-party brands across grocery (COOP, ICA, Bilka, Willys, MENY, etc.), drugstore/selective (Matas, Normal.dk), discount, DIY, pharmacy (Apoteket) and e-commerce (Apotea, Lyko, Med24.dk) channels. Pricing is bespoke and not publicly disclosed. The company employs approximately 15 people and reports no subsidiaries, parent company, or external funding.

Name

Retail Partner Nordic

Legal name

Retail Partner ApS

Website

https://retail-partner.dk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Retail Partner Nordic is a privately owned, full-value chain FMCG distributor founded in 2013 in Copenhagen, representing branded household, personal care, beauty, and health-care suppliers across all Nordic retail channels including grocery, drugstore, pharmacy, and e-commerce in Denmark and Sweden.

Ownership category

akta.pro rank

Headquarters

HQ city

Søborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Distribution Services: Revenue generated through distribution and sales services for branded FMCG suppliers in Nordic markets. Services include customer/key account management, category management, sales force activities, supply chain activities, and marketing support.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Retail Partner Nordic is a full-value chain FMCG distributor for the Nordic grocery and speciality market, established in Copenhagen in 2013. The company offers customer and key account management, category management, sales force activities, supply chain management, and marketing services for branded suppliers of household, personal care, beauty, and health care products across all relevant Nordic retail channels.

Product overview

Retail Partner Nordic is a full-value chain FMCG distributor for the Nordic grocery and speciality market, established in Copenhagen, Denmark in 2013. The company offers a broad portfolio of branded consumer goods across household, personal care, beauty, and health care categories, supported by a comprehensive suite of distribution and go-to-market services. The product portfolio includes internationally recognized brands such as Kleenex, Huggies, and DryNites (from Kimberly-Clark), Frosch household products (from Werner & Mertz), OGX and Maui Moisture hair care (from Kenvue), Scholl footcare (from Scholl Wellness Company), Swedish Match/Tordenskjold matches, Derma/MDerma and Dermaknowlogy skincare (from DermaPharm), Avivir, Toni&Guy (from Unilever), and additional brands including Elida Beauty, Alberto VO5, Bed Head, and Stuhr. Services include customer and key account management, category management, sales force activities, supply chain management, joint business planning, and brand activation, covering all major Nordic retail channels including grocery, selective, discount, drugstores, pharmacies, and e-commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Kleenex: Facial tissue brand distributed by Retail Partner in the Nordic region.
• Huggies
• DryNites
• OGX
• Maui Moisture
• Frosch
• Derma
• Tordenskjold
• Scholl
• Avivir

Products and services

• Distribution Services Full-value chain distribution services including customer and key account management, sales force activities, and supply chain operations covering all Nordic FMCG channels (grocery, selective, discount, DIY, e-commerce, drugstores, pharmacies). Provided to branded FMCG suppliers seeking local Nordic market access.
• Joint Business Planning Strategic planning services between Retail Partner and its brand partners, and between Retail Partner and its retail customers, including product and category development and 360-degree business reviews.
• Category Management Category management services including defining, locating, and developing category elements using integrated information systems and analytical capabilities.
• Brand Activation Marketing programs that create long-term brand equity and brand awareness using insights about Nordic shoppers and consumers, delivered through 360-degree marketing programs including in-store events, social media, and content marketing.
• Supply Chain Services Integrated supply chain services covering inbound transport, warehousing, co-pack activities, and outbound transport, with integrated demand and forecasting processes across all channels and customers.
• Kleenex (Distributed Brand) Facial tissue brand (Kimberly-Clark) distributed across Nordic markets. Distributed in grocery, drugstore, and pharmacy channels in Denmark and Sweden.
• Huggies (Distributed Brand) Diaper and baby care brand (Kimberly-Clark) including Huggies Little Swimmers swimpants and Huggies baby wipes, distributed in the Nordics.
• Frosch (Distributed Brand)

Quantifiable outcome

• Derma Sun market leader in sun care category in Denmark (2020)
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, minor and supporting.

• Frosch (Werner & Mertz GmbH)coreChannel Partner/ Reseller/ Distributor · 1 October 2023Eco pioneer in cleaning and care. Werner & Mertz founded 1867, created Frosch brand in 1986. Offers plant-based formulas with maximum environmental protection. Frosch chose Retail Partner as new Nordic partner in October 2023.
• Scholl (Scholl Wellness Company)coreChannel Partner/ Reseller/ Distributor · 1 June 2022Footcare brand with over 100 years of expertise. Cooperation began June 2022. Category leader in footcare focused on health, comfort and well-being of feet.
• Swedish Match Industries ABcoreChannel Partner/ Reseller/ Distributor · 1 January 2020World's leading match manufacturer producing ~4 million matchboxes daily. Partnership began January 2020. Brands include Tordenskjold matches (Danish brand since 1865).
• Elida BeautyminorChannel Partner/ Reseller/ Distributor · 1 January 2018Beauty brand reviving beloved classics. Brands include Bed Head (original rebel hair brand since 1990s) and Alberto VO5 (iconic affordable hair care brand from 1950s California).
• DermapharmcoreChannel Partner/ Reseller/ Distributor · 1 January 2016Danish manufacturer of certified skin care products for nearly 40 years. Partnership since 2016. Brands include Derma (Nordic Ecolabel, AllergyCertified, Asthma and Allergy Association certified) and MDerma. Derma Eco Woman and Derma Eco Baby lines are Ecocert organic certified.
• KenvuecoreChannel Partner/ Reseller/ Distributor · 1 January 2015130+ years of experience covering personal care, medical devices and pharmaceutical products. Partnership since 2015. Supports Kenvue personal care range including OGX and Maui Moisture hair care brands.
• Kimberly-ClarkcoreChannel Partner/ Reseller/ Distributor · 1 January 2013World leader in categories including facial tissues, kitchen- and toilet tissues, diapers. Partnership since Retail Partner's founding in 2013. Brands include Kleenex, Huggies, DryNites. Kimberly-Clark products are used in more than 175 countries.
• AvivirminorChannel Partner/ Reseller/ DistributorDanish brand with effective skincare products based on high content of Aloe vera. Products include creams, lotions, toothpaste, shampoo, shave products, deodorant, sun products.
• Unilever (Toni&Guy)coreChannel Partner/ Reseller/ DistributorMajor FMCG company with Toni&Guy hair care brand distributed by Retail Partner in Nordic markets.
• DSVsupportingStrategic or Co-development PartnerLogistics partner handling transportation and warehousing operations for Retail Partner's distribution activities.
• Freja LogistiksupportingStrategic or Co-development PartnerLogistics partner supporting Retail Partner's distribution operations in Nordic markets.
• SalesSupport DanmarksupportingChannel Partner/ Reseller/ DistributorSales support team servicing retail stores from early morning to late evening, supporting in-store execution of brand activations.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• DSV: Global logistics and distribution provider and a known partner of Retail Partner for transport and warehousing. Comparable in supply chain handling of Nordic FMCG, but not a brand sales agency — operates upstream of distributors.
• Lyko: Nordic online beauty and health retailer that is an existing customer of Retail Partner. Relevant adjacent peer given channel and category overlap, though operating as a retailer rather than distributor.
• Hellmann Worldwide Logistics: Global logistics provider with Nordic FMCG contract logistics services. Comparable as a supply chain service provider for branded goods in the Nordics, though without the sales-led brand activation layer Retail Partner offers.
• Matas: Danish drugstore and selective beauty chain and customer of Retail Partner. Comparable in beauty and personal care category reach, but a retailer rather than a brand distribution intermediary.

Broad incumbents

• Coop Trading: Cooperative buying and distribution organization for European retailer cooperatives including COOP (a key customer of Retail Partner). Comparable in Nordic grocery distribution, but structured around retailer-owned brands and global sourcing.
• Orkla: Large Norwegian consumer goods conglomerate with branded FMCG distribution across the Nordics and a much broader portfolio. Overlaps in personal care, household and health categories but operates as brand owner plus distributor at greater scale.

Regional players

• Bring Distribution: Norwegian Post Group subsidiary providing third-party logistics and distribution services across the Nordics. Comparable Nordic logistics and distribution services, though with a broader carrier focus rather than brand-specific sales.
• Dagab (Axfood): Swedish grocery logistics and distribution arm of Axfood, serving ICA and Willys-style chains. Comparable Nordic grocery distribution activity, but integrated within a retailer group rather than an independent brand distributor.

Direct peers

• Conaxess Trade: Norway-headquartered sales and distribution agency representing major FMCG brands across the Nordics, with a similar model of customer management, category management and supply chain services. Directly comparable business model and Nordic footprint.
• Agapi: Swedish sales and distribution company focused on FMCG brands in the Nordics, providing key account management, sales force and category development — comparable in service mix and customer base (grocery, pharmacy, online).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/retailpartnerdanmark

Compliance4 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 Retail Partner Nordic