Hags Danmark A/s
HAGS Danmark A/S is the Danish subsidiary of the HAGS Group, designing and supplying commercial playground equipment, outdoor sport and fitness equipment, and park and urban furniture for municipalities, schools, hotels, healthcare, and housing associations across 25+ countries.
- Company typePrivate
- Founded1948
- HeadquartersKarlslunde, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hags Danmark A/s does
HAGS Danmark A/S is the Danish-incorporated subsidiary of the HAGS Group, a Scandinavian manufacturer of commercial playground equipment, outdoor sport and fitness equipment, and park and urban furniture, headquartered in Karlslunde, Denmark with a 75+ year heritage dating to 1948. The company's product portfolio is organized into three core divisions — Playground Equipment (freestanding items such as swings, seesaws, springers, slides, carousels, and zip lines, plus integrated play systems including the proprietary UniMini, UniPlay, UniPlay-Peaks, UniMix, PlayCubes, and Robinia natural-wood lines), Sport & Fitness Equipment (outdoor cardio, calisthenics, multi-gym, ball sports, and Denfit partner brand), and Park & Urban Furniture (15+ named collections including Aneby, Hofors, Rosenlund, Sofiero, and others). The underlying technology combines Nordic design principles with modular configurability, materials including wood, steel, HPL, and Robinia acacia, and Themed Playground Collections (Farm, Forest, Jungle, Sahara, Castle, Pirate, Vehicle).
The company operates an enterprise field sales model supplemented by regional/national dealer channels and country-localized e-commerce storefronts across 25+ markets in Northern, Western, Southern, and Eastern Europe, East Asia, and Oceania. Revenue is generated primarily through one-time equipment sales across the three product divisions, complemented by professional services including installation, ongoing inspection (HAGS Inspection), maintenance, spare parts, and training (HAGS Akademi). Customer segments are diversified across municipalities and local government, educational institutions, hotels and resorts, healthcare facilities, housing associations, leisure/holiday parks, and construction/architecture firms, with no single customer segment dominating disclosed case studies.
HAGS monetizes through quote-based pricing with payment terms of invoice 10 days net, supported by a digital ecosystem comprising the HAGS Connect portal, a BIM library integrated with BimObject and the German Heinze Portal, and a multi-channel marketing presence spanning LinkedIn, Facebook, Instagram, Pinterest, and YouTube. Competitive positioning rests on safety and sustainability certifications (TÜV SÜD EN 1176, IPEMA ASTM/CSA, Nordic Swan Ecolabel, Byggvarubedömningen, SundaHus) and a "Play for All" inclusive-design philosophy, with documented case studies across Sweden, Germany, the UK, Australia, Spain, and France.
Hags Danmark A/s firmographics
Firmographics- Name
- Hags Danmark A/s
- Legal name
- HAGS Danmark A/S
- Website
- https://hags.dk
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HAGS Danmark A/S is the Danish subsidiary of the HAGS Group, designing and supplying commercial playground equipment, outdoor sport and fitness equipment, and park and urban furniture for municipalities, schools, hotels, healthcare, and housing associations across 25+ countries.
- Ownership category
- akta.pro rank
Where Hags Danmark A/s is headquartered
LocationHeadquarters
- HQ city
- Karlslunde
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Hags Danmark A/s business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Playground Equipment Sales: Direct sales of playground equipment including freestanding items, play systems, themed equipment, and safety surfacing products. Products include swings, slides, climbing equipment, seesaws, springers, and play houses.
- Sport and Fitness Equipment Sales: Sales of outdoor fitness and sports equipment including cardio equipment, multi-gym frames, calisthenics equipment, ball sports equipment, and street workout equipment.
- Park and Urban Furniture Sales: Sales of park furniture including benches, tables, picnic tables, bicycle storage, litter bins, planters, pergolas, and shade structures.
- Installation Services: Professional installation services including mounting and construction of equipment, excavation work for foundations, and site preparation.
- Spare Parts and Accessories: Sales of replacement parts, repair kits, safety belts, and accessories for existing HAGS equipment.
- Maintenance and Inspection Services: HAGS Inspection and HAGS Academy services providing ongoing maintenance and safety inspections for playground equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Hags Danmark A/s product offering
Product offeringCore offering
HAGS Danmark A/S designs, manufactures, and supplies commercial outdoor recreational equipment, including playground equipment (modular play systems, freestanding items, and themed collections), outdoor sport and fitness equipment, and park and urban furniture. The company complements product sales with installation, inspection, maintenance, training (HAGS Academy), and digital services such as the HAGS Connect portal and BIM library for architects.
Product overview
Hags Danmark A/s is a Scandinavian playground equipment, sports & fitness equipment, and park/urban furniture manufacturer with over 75 years of experience. The company operates as a multi-product portfolio with three core divisions: Playground Equipment (including freestanding items like swings, seesaws, springers, climbing, slides, carousels, and integrated play systems such as UniMini, UniPlay, UniPlay-Peaks, UniMix, PlayCubes, and Robinia natural wood playgrounds), Sport & Fitness Equipment (outdoor cardio, strength training, calisthenics, ball sports, and multi-use game areas), and Park & Urban Furniture (benches, tables, bicycle storage, grills, planters, and decorative elements organized into named furniture families like Aneby, Birka, Brahe, City Form, Ekeby, Hofors, Rosenlund, Sofiero, and others). The company also provides digital services including HAGS Connect for digital materials, BIM Library for architectural integration, plus installation, inspection, and maintenance services. Products are certified to EN 1176 standards and carry Nordic Swan Ecolabel certification for sustainability.
Differentiator
Problem solved
Functional benefit
Brands
- HAGS Connect: Digital platform for accessing digital materials and news from HAGS.
- HAGS Akademi
- HAGS Inspektion
- HAGS Inclusive Network
- UniMini
- UniPlay
- UniMix
- PlayCubes
- Denfit
Products and services
- Playground Equipment (Legepladsudstyr) Comprehensive range of commercial playground equipment including freestanding items (swings, seesaws, springers, slides, roundabouts, climbing frames, carousels, zip lines, playhouses, trampolines) and integrated play systems (UniMini, UniPlay, UniPlay-Peaks, UniMix, PlayCubes, Robinia natural wood playgrounds), plus themed collections (Farm, Forest, Jungle, Sahara, Castle, Pirate, Vehicle). Designed for municipalities, schools, hotels, campsites, housing associations, and healthcare facilities.
- Sport & Fitness Equipment Outdoor fitness and sports equipment including cardio machines, multi-gym frames, calisthenics, street workout, strength training bars, balance and flexibility equipment, multi-use game areas, basketball hoops, soccer goals, and volleyball nets. Includes the Denfit partner brand of outdoor fitness equipment for community health and adult outdoor exercise.
- Park & Urban Furniture (Park & Byrum) Urban and park furniture for public spaces, organized into named furniture families (Aneby, Birka, Brahe, City Form, Ekeby, England, Gripsholm, Hofors, Pixbo, Rosenlund, Rörkröken, Sofiero, Stjerneborg, Zeta). Includes benches, tables, picnic tables, bicycle storage, park grills, litter bins, planters, pergolas, gazebos, shade structures, and bollards.
- HAGS Inspection Service (HAGS Inspektion) Professional safety and compliance inspection service for playground equipment, supporting municipalities, schools, and other owners in maintaining EN 1176 compliance and operational safety over the equipment lifecycle.
- Inspection and Maintenance Service (Inspektion og Vedligeholdelse) Ongoing maintenance services for playground equipment to ensure safety, longevity, and continued regulatory compliance, delivered as a recurring service engagement.
- HAGS Academy (HAGS Akademi) Training and education services for customers and partners covering HAGS products, installation practices, and playground design.
- HAGS Connect Digital Portal Digital platform providing customers and partners with easy access to product catalogs, installation guides, images, DWG files, and the latest HAGS news and updates.
- BIM Library Building Information Modeling library providing BIM objects for architects and planners to incorporate HAGS playground, fitness, and park furniture products into design and construction projects.
- Surfacing Solutions (Belægninger) Playground surfacing solutions including safety surfaces and ground coverings for playground areas, supporting impact attenuation and accessibility requirements.
- Installation Services Professional installation services including mounting and construction of equipment, excavation work for foundations, and site preparation for playground, fitness, and park furniture projects.
Quantifiable outcome
- Playground equipment certified to SS EN 1176 by TÜV SÜD Hamburg
Companies that use Hags Danmark A/s
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles5 records
Hags Danmark A/s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Hags Danmark A/s partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights5 records
Hags Danmark A/s competitors and assessment
Company assessmentDirect peers
- Proludic: French-headquartered manufacturer of playground, sport, and fitness equipment for public spaces. Direct peer to HAGS in core product categories across European municipal and leisure markets.
- Richter Spielgeräte: German manufacturer of natural-wood playground equipment with a European-wide municipal customer base. Comparable to HAGS especially in the Robinia wood playground sub-category.
- Landscape Structures: US-based commercial playground equipment manufacturer serving municipalities, schools, and community organizations. Direct peer in commercial playground category with a materially stronger North American footprint than HAGS.
- Berliner Seilfabrik: German specialist in rope-based playground equipment and play sculptures. Comparable to HAGS in commercial playground category and European municipal customer base, with a distinctive rope-climbing product focus.
- Kompan: Danish-headquartered global leader in commercial playground equipment, outdoor fitness, and urban furniture. The most direct competitor to HAGS given similar Nordic origin, overlapping product portfolio, and shared municipal/government customer base across 60+ countries.
- Lappset: Finnish manufacturer of playground equipment, outdoor fitness, and park furniture. Closely comparable to HAGS in product mix and target customers (municipalities, schools, leisure operators), serving Northern European and global markets.
- Streetlife: Dutch designer and manufacturer of street furniture, park benches, and urban landscape products. Direct peer to HAGS in the park and urban furniture category, serving European municipalities and landscape architects.
- Wicksteed Leisure: UK manufacturer and installer of playground equipment, outdoor fitness, and park furniture. Direct peer to HAGS in commercial playground category, with strong UK municipal and leisure customer focus.
Broad incumbents
- PlayCore: US-based broad recreation products company holding multiple playground, site furnishings, and recreation program brands. Larger incumbent with broader portfolio than HAGS and a strong North American installed base.
Emerging players
- Greenfields Outdoor Fitness: UK-based specialist manufacturer of outdoor gym and fitness equipment. Partial overlap with HAGS' outdoor fitness division, focused on cardio and strength training products for public spaces.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hags Danmark A/s social profiles
Digital presenceHags Danmark A/s compliance and trust
Trust signalCompliance5 records
Hags Danmark A/s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hags Danmark A/s leadership team
Management profileNumber of profiles
Hags Danmark A/s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hags Danmark 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 Hags Danmark A/s
What does Hags Danmark A/s do?
HAGS Danmark A/S designs, manufactures, and supplies commercial outdoor recreational equipment, including playground equipment (modular play systems, freestanding items, and themed collections), outdoor sport and fitness equipment, and park and urban furniture. The company complements product sales with installation, inspection, maintenance, training (HAGS Academy), and digital services such as the HAGS Connect portal and BIM library for architects.
Is Hags Danmark A/s a public or private company?
Hags Danmark A/s is a private company. It is classified as unknown and is currently operating.
When was Hags Danmark A/s founded?
Hags Danmark A/s was founded in 1948. It employs 11 to 50 people.
Where is Hags Danmark A/s based?
Hags Danmark A/s is headquartered in Karlslunde, Denmark, in the Europe region.
How does Hags Danmark A/s make money?
Six revenue lines are on record. Playground Equipment Sales are the primary driver. The others are sport and Fitness Equipment Sales, park and Urban Furniture Sales, installation Services, spare Parts and Accessories and maintenance and Inspection Services.
Who are Hags Danmark A/s's main competitors?
Direct peers on record are Proludic, Richter Spielgeräte, Landscape Structures, Berliner Seilfabrik, Kompan, Lappset, Streetlife and Wicksteed Leisure. PlayCore is listed as a broad incumbent. Greenfields Outdoor Fitness is listed as an emerging player.
Does Hags Danmark A/s have an API?
No public API is recorded for Hags Danmark A/s.