Underflod Holding Aps

Name

Underflod Holding Aps

Legal name

Underflod ApS

Website

https://www.underflod.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Underflod Holding Aps is a Danish privately held company, founded in 2021 and based in Odense, that designs and sells recycled and upcycled furniture and home decor across four sub-brands (Underflod, Rau Studio, Noeje, Hemverk) via Shopify e-commerce, two Danish retail showrooms, and a B2B channel.

Ownership category

akta.pro rank

Product category

Sustainable Furniture and Home Decor

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Refurbished/Upcycled Home Furnishings Retail (CRAIANAN)

Keywords

• Recycled furniture
• Upcycled home decor
• Sustainable interior design
• Circular economy products
• Danish-made furniture

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Underflod generates revenue through direct retail sales of furniture and home decor products across multiple brands (Underflod, Rau Studio, Noeje, Hemverk). Products include tables, TV stands, shelves, art prints, frames, cutting boards, watches, and vinyl furniture. All products are made from recycled/upcycled materials and manufactured in Danish social economic workshops.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Underflod designs and sells interior and furniture products made exclusively from recycled and upcycled materials, manufactured locally in Danish social economic workshops. The company operates as a multi-brand e-commerce brand house with four sub-brands (Underflod, Rau Studio, Noeje, Hemverk) offering furniture, home decor, art prints, watches, and kitchen accessories through its Shopify-powered online store and physical retail showrooms in Denmark.

Product overview

Underflod is a Danish furniture and interior design brand house that operates as a multi-brand e-commerce platform. The company exclusively designs and produces products from recycled and/or upcycled materials manufactured locally in Denmark in social economic workshops. Underflod's portfolio includes four sub-brands: (1) Rau Studio - tables and aluminum shelves including the BALU series with integrated shelves; (2) Noeje - art prints and dining chairs including KATHOLM oak stools; (3) Hemverk - watches and bulletin boards; (4) Underflod's own brand - cutting boards and hooks. The core product offerings span furniture categories (coffee tables, dining tables, TV stands, stools), home accessories (shelves, coat racks, frames), and kitchen items (cutting boards, serving trays). Products are sold through the Underflod Shopify-powered e-commerce store with physical retail locations in Odense C and Aarhus. The company operates on a B2C and B2B (Business/erhverv) model.

Differentiator

Problem solved

Functional benefit

Brands

• Rau Studio: Sub-brand offering tables and shelves in brushed aluminum with an integrated shelf. Part of the Underflod brand house.
• Noeje
• Hemverk

Products and services

• Underflod House Brand Products Underflod's own product line of home accessories and kitchen items including cutting boards, tapas boards, hooks, coat racks, serving trays, and coasters made from recycled and upcycled materials, manufactured in Danish social economic workshops.
• Rau Studio Sub-brand specializing in tables and aluminum shelves, including the BALU series of brushed aluminum tables with integrated shelf. Products are designed with sustainability focus and manufactured locally in Denmark.
• Noeje Sub-brand offering art prints, frames, stools, and dining chairs, with products including the KATHOLM stool line in oak wood designed by Noeje and manufactured by Katholm.
• Hemverk Sub-brand producing watches and bulletin boards (pinboards), including light oak designs with black accents and various color options for bulletin boards.
• Coffee Tables Coffee tables made from recycled and sustainable materials as part of Underflod's furniture collection, with options including natural stone tabletops from partner brand Don't Waste Tomorrow.
• Dining Tables Dining tables made from sustainable materials including natural stone options from partner brand Don't Waste Tomorrow, with prices reaching up to approximately 31,990 DKK.
• TV Stands TV stands made from recycled and upcycled materials, supporting VESA 200, 300, and 400 standards, recommended for 40-65 inch TVs, available with optional wheels configuration.
• Shelves Shelving products including decorative shelves and aluminum shelves from the Rau Studio sub-brand, including the Space collection of decorative wooden shelves.
• Art Prints Art prints sold under both Underflod's own brand and the Noeje sub-brand, offering various designs including the Donna terracotta collection.
• Frames Picture frames sold as part of the home decor collection, available under both the Underflod and Noeje sub-brands.
• Vinyl Furniture Furniture made from recycled vinyl materials, including the LUNA series, as part of Underflod's sustainability-focused product range.
• Coat Racks Coat racks made from recycled materials as part of Underflod's home accessories collection.
• KATHOLM Stools Oak wood stools from the KATHOLM series, designed by Noeje and manufactured by Katholm, including the SIF design.
• Cutting Boards and Tapas Boards Wooden cutting boards and tapas boards made from recycled and upcycled materials, produced in Danish social economic workshops.
• Serving Trays Serving trays as part of Underflod's kitchen and dining accessories collection.
• Watches Watches under the Hemverk sub-brand, including light oak designs with black accents, made from wood materials.
• Bulletin Boards (Pinboards) Recycled bulletin boards (pinboards) produced by the Hemverk sub-brand, available in beige and other colors.
• B2B Business Sales Dedicated business-to-business sales channel serving Danish companies seeking sustainable furniture and interior design solutions, including bulk orders, business furnishing, and corporate gifting. Accessible via a dedicated Business page at underflod.shop/en/pages/erhverv.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mater: Danish design company producing furniture and lighting from upcycled and sustainably sourced materials. Mater is the closest direct peer to Underflod, sharing the upcycled-materials Danish-production thesis and B2B/B2C furniture model.
• WeDoWood: Danish design brand producing minimalist wooden home products (shelves, furniture, decor) from FSC-certified and reclaimed wood. WeDoWood is named on Underflod's own product pages as a partner, and shares the sustainable Danish wood-product positioning.
• Don't Waste Tomorrow: Danish upcycled-furniture brand cited as a partner on Underflod's dining-table collection. Operates in the same upcycled-furniture niche with similar design-forward, sustainable positioning.

Broad incumbents

• FDB Møbler: Established Danish furniture brand producing classic and contemporary wood furniture for the home. Comparable as a Danish furniture manufacturer/retailer with a similar home-furnishings focus, but at much larger scale and without the upcycled-materials specialization.
• Montana Furniture: Danish manufacturer of modular shelving, storage, and furniture sold through design retailers across Europe. Comparable as a Danish furniture brand operating in home storage and shelving categories that overlap with Underflod's shelves and storage offerings.
• Gubi: Danish heritage design house producing furniture, lighting, and interior objects, founded near the same Danish design ecosystem. Comparable as a Danish design furniture brand operating in home furnishings, though at much higher price points and broader scale.
• Muuto: Danish contemporary design company producing furniture, lighting, and accessories for the home. Comparable as a Scandinavian design-led home furnishings brand competing for the same design-conscious Danish consumer.
• HAY: Major Danish contemporary furniture and accessories brand with broad retail and e-commerce distribution across Europe. Comparable as a Danish design-led home furnishings brand with overlapping product categories (furniture, accessories).
• Skagerak: Danish wood-furniture brand (now part of Fritz Hansen) producing indoor and outdoor wooden furniture. Comparable as a Scandinavian wood-furniture specialist whose material and category focus overlaps with Underflod's wooden furniture and home accessories.

Emerging players

• Broste Copenhagen: Danish interior brand offering furniture, lighting, and home accessories with a Scandinavian design sensibility. Comparable as a Danish home-furnishings multi-category brand competing for similar interior-design-focused consumers.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/28508961/admin/dashboard
• Instagraminstagram.com/underflod

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Underflod Holding Aps