What homeshop.dk does

Homeshop.dk is a Danish direct-to-consumer e-commerce retailer specializing in home improvement, garden, building materials, and outdoor cooking products, trading under the legal entity Kjellerup Tømmerhandel A/S (CVR 27 62 69 20) and headquartered in Kjellerup, Denmark. Founded in 2011, the company serves Danish consumers through a nationwide online storefront complemented by a 500 m² physical showroom at Vinkelvej 1 and warehouse operations at Industriparken 16. The catalog spans premium grills and outdoor cooking equipment (gas, charcoal, pellet, kamado, and pizza ovens from brands including Napoleon, Broil King, Traeger, Kamado Joe, Gozney, Morsø, Everdure, Cozze, and Fontana Forni), garden machinery (Ryobi, Worx, Makita, Bosch, Segway Navimow, Gardena), building materials (IBF, RBR), heating oil, smart-home products (Twinkly lighting, SikkertHjem alarms, Zaptec EV chargers), and outdoor kitchens, with e-mærket certification and a 4.7/5 Trustpilot rating as trust signals. The underlying technology stack is a standard e-commerce platform supporting customer accounts, wishlists, product comparison, and newsletter subscription, with no public API or developer-facing integrations of its own.

The business model rests on one-time physical-goods retail sales through the online storefront and showroom, augmented by affiliate referral revenue managed via Adtraction, Partner Ads, and Daisycon bureaus. Pricing is unit-based and publicly disclosed per SKU, with selected items sold at published spot prices (e.g., DKK 35.00 to DKK 779.40) inclusive of VAT. Go-to-market is multi-channel: a content-marketing blog of 310+ articles across Grill, Haven, Byggeri, and Værktøj categories; social media presence on Facebook, Twitter, YouTube, Pinterest, and Instagram; brand-specific Facebook VIP Clubs (14+ groups); the annual Grill Event - Nordens Største; and sports sponsorships (Silkeborg IF, Viborg FF, GMB Motorsport) plus content partnerships (Danish BBQ by Boemsen). The two primary customer segments are general Consumer/Homeowners undertaking DIY and home-improvement projects and a secondary Grill Enthusiasts segment focused on premium outdoor cooking equipment and accessories. Revenue figures, headcount, funding, and ownership composition are not disclosed in the available source material.

Name

homeshop.dk

Legal name

Kjellerup Tømmerhandel A/S

Website

https://homeshop.dk

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Homeshop.dk is a Danish direct-to-consumer e-commerce retailer (legal entity Kjellerup Tømmerhandel A/S, founded 2011) selling home improvement, garden, building materials, grills, and smart-home products to Danish consumers through an online storefront and a 500 m² physical showroom in Kjellerup.

Ownership category

akta.pro rank

Headquarters

HQ city

Kjellerup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of home and garden products including grills, garden machinery, tools, building materials, outdoor cooking equipment, and smart home products. One-time purchase model for physical goods.
2. Affiliate Programs: Partnership revenue through affiliate programs managed via Adtraction, Partner Ads, and Daisycon bureaus.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Homeshop.dk is a Danish online retailer of home and garden products, selling grills (gas, charcoal, pellet, kamado, pizza ovens) from brands such as Napoleon, Broil King, Traeger, Kamado Joe, Gozney, and Fontana Forni; garden machinery from Ryobi and Gardena; building materials; smart home products from Twinkly, SikkertHjem, Zaptec, and Segway Navimow; as well as heating oil, greenhouses, and outdoor kitchens. Orders are placed through the homeshop.dk e-commerce site with nationwide delivery across Denmark and complemented by a physical showroom in Kjellerup for in-person product inspection. The retailer is operated under the legal entity Kjellerup Tømmerhandel A/S and has been active since 2011.

Product overview

Homeshop.dk is a Danish e-commerce retailer specializing in home and garden products, operating as a comprehensive online store with a physical showroom in Kjellerup. The product portfolio centers on several core categories: premium grills and outdoor cooking equipment (including gas grills, pellet grills, kamado grills, and pizza ovens from brands such as Napoleon, Broil King, Traeger, Kamado Joe, Gozney, Morsø, Everdure, Cozze, and Fontana Forni); garden machinery and robot lawn mowers (from Ryobi, Worx, Makita, Bosch, Segway Navimow, and Gardena); building materials (paving, facade cladding, terrace boards); smart home products (Twinkly smart lighting, SikkertHjem alarm systems, Zaptec EV chargers); and outdoor kitchens. The company differentiates through a 500 m² showroom experience, extensive buying guides and recipes via blog content, and organizes the annual 'Grill Event' — the largest grill exhibition in the Nordic countries. Products are available across multiple brands with varying price points, and the company offers FSC-certified wood products.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor grills and pizza ovens
• Garden machinery
• Building materials
• Heating oil
• Greenhouses
• Outdoor kitchens
• Smart home products

Quantifiable outcome

• 4.7/5 Trustpilot rating
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Seven partnerships are on record, tiered minor.

• AdtractionminorGTM or Marketing PartnerAffiliate marketing partnership through Adtraction platform for tracking and managing affiliate referrals and commissions.
• Partner AdsminorGTM or Marketing PartnerAffiliate marketing partnership through Partner Ads bureau for managing affiliate program and referral traffic.
• DaisyconminorGTM or Marketing PartnerAffiliate marketing partnership through Daisycon platform for affiliate tracking and commission management.
• Silkeborg IFminorOthersSports sponsorship of Silkeborg IF football club as part of corporate sponsorship program.
• GMB MotorsportminorOthersMotorsport sponsorship of GMB Racing team as part of corporate sponsorship initiatives.
• Viborg FFminorOthersSports sponsorship of Viborg FF football club as part of corporate sponsorship program.
• Danish BBQ by BoemsenminorOthersCollaboration with Danish BBQ by Boemsen for BBQ content, events, and product partnerships including Simon's Favorit spice collaboration.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat3 records

Customer concentration

• Xx.com/HomeshopDK
• YouTubeyoutube.com/@HomeshopDk
• Facebookfacebook.com/Homeshop.dk
• Instagraminstagram.com/homeshopdk
• Pinterestpinterest.dk/homeshopdenmark
• LinkedInlinkedin.com/company/homeshop-dk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 homeshop.dk