Daells Bolighus

What Daells Bolighus does

Daells Bolighus is a Danish, family-owned furniture and home-interiors retailer trading under legal entity A/S Daells Bolighus, with brand heritage tracing to Daells Varehus founded in 1920 in central Copenhagen. The company sells furniture, lighting, home accessories, garden, and seasonal products across categories spanning living room, dining, bedroom, office, storage, kitchen, textiles, and bathroom. Its core merchandising model centers on a deep in-house assortment, including design-your-own modular sofa series (Quadrato, Choise Living, Darling, Halifax, Sienna, Violino Collection), the Hammel-built Mistral customizable shelving range, and FSC®-certified wooden furniture under its own FSC® trademark license (FSC®-N004903).

The business operates an omnichannel retail platform comprising two large-format physical showrooms — an 8,000 m² store in Glostrup (Zealand, headquartered at Ejby Industrivej 27, 2600 Glostrup) and a 6,000 m² store in Odense (Funen) — alongside a 24/7 e-commerce webshop at daells-bolighus.dk with Click & Collect and shipping from DKK 29. The pricing model is 'hverdaellspriser' (everyday low prices) with a 100% price guarantee matched against Danish competitors, deliberately rejecting seasonal fake-discount cycles. Customer financing is enabled through Klarna (3-installment) and Anyday partnerships, with logistics handled in partnership with DSV, self-transport supported via Freetrailer, and last-mile delivery modeled on a per-order shipping fee. Trust signals include E-mærket e-commerce certification, Trustpilot reviews, and a charitable partnership with Ronald McDonald BørneFond. The company markets through Instagram (main and store-local accounts), YouTube, email newsletters, and a content-led 'inspirationsunivers'.

Revenue is generated one-time on each transaction (one-time license / pay-as-you-go billing); there is no subscription or recurring model and no disclosed enterprise segment. The customer base is a horizontal mass-market of Danish households rather than concentrated B2B accounts. No revenue, headcount, app, or international operating figures are publicly disclosed.

Name

Daells Bolighus

Legal name

A/S Daells Bolighus

Website

https://daells-bolighus.dk

Company type

Private

Founded year

1920

Operating status

Operating

Short description

Daells Bolighus is a Danish family-owned furniture and home-interiors retailer selling furniture, lighting, accessories, and garden products online and through two large showrooms in Glostrup and Odense, serving Danish households under an everyday-low-price model.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)

SIC

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

akta.pro primary industry

Mid-Tier Department Stores (Family Value / Budget-Conscious) (CRAGACAE)

Keywords

• Furniture retail
• Home furnishings
• Home accessories
• Lighting products
• Garden furniture

Headquarters

HQ city

Glostrup

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Furniture and Home Accessories Retail: One-time sale of furniture and home accessories through physical showrooms and e-commerce platform. Revenue generated from product sales at fixed low prices with optional financing arrangements.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

Daells Bolighus is a Danish family-owned retailer that sells furniture, lighting, home accessories, and garden products through two large physical showrooms in Glostrup (8,000 m²) and Odense (6,000 m²), complemented by a 24/7 e-commerce webshop. The company operates on a "fixed low prices" model with a 100% price guarantee matching all Danish competitors, rejecting artificial discounting in favor of everyday low pricing. The product range covers living room, dining room, bedroom, office, storage, bathroom, and outdoor categories, including design-your-own modular sofa series, FSC-certified wood products, and smart lighting solutions.

Product overview

Daells Bolighus is a Danish family-owned furniture and home interiors retailer operating two large showrooms (8,000 m² in Glostrup and 6,000 m² in Odense) plus an online webshop. The product portfolio centers on furniture for the entire home, including living room (sofas including design-your-own modular series like Quadrato, Choise Living, Darling, Halifax, Sienna, and Violino Collection), dining room (tables including Shape series, chairs), bedroom (beds including continental, box spring, elevation, and children's beds), office/entrance, storage solutions (including Mistral shelving system by Hammel), home accessories, lighting (including Philips Hue and Wiz smart lighting), garden furniture, and Christmas decorations. The company also operates clearance (Restsalg), batch item (Partivarer), and outlet services. Key differentiators include 'hverdaellspriser' (everyday low prices), 100% price guarantee, design-your-own furniture options, and FSC-certified wooden furniture products.

Differentiator

Problem solved

Functional benefit

Products and services

• Choise Living Sofaserie
• Quadrato Modulsofa A modular sofa system that allows customers to build customized seating configurations using Comfort foam for seating comfort.
• Halifax Sofaserie A customizable sofa series offering design flexibility for customers to create their preferred sofa configuration.
• Philips Hue Smart Lighting Smart lighting products integrated into the lighting category, allowing customers to control home lighting digitally.
• Wiz Smart Lighting Smart lighting products available in the lighting assortment for connected home lighting control.
• FSC-certified Furniture Furniture made from FSC-certified wood from responsibly managed forests. Daells Bolighus is an official FSC trademark license holder (license code: FSC-N004903).
• Restsalg (Clearance) Clearance sale section offering discontinued products at reduced prices, including sofas, beds, storage, lamps, and home accessories.
• Partivarer (Batch Items) Unique limited-quantity finds at honest, fixed low prices, without artificial discounts or first prices.
• Outlet (in-store) Display furniture or items with minor damage sold without packaging, only available in physical stores with transparent pricing on any flaws.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• KlarnacoreGTM or Marketing PartnerPayment provider partnership enabling customers to split purchases into 3 interest-free installments. Klarna logo displayed prominently on website as part of payment options.
• DSVcoreOthersLogistics and transport partner for delivery services. DSV logo appears in footer indicating partnership for shipping and delivery solutions.
• FreetrailerminorGTM or Marketing PartnerTrailer rental service partnership allowing customers to borrow trailers for transporting furniture purchases. Logo displayed in footer.
• AnydaycoreGTM or Marketing PartnerFinancing partner providing flexible payment options for customers. Anyday logo displayed as alternative payment/financing solution.
• Go GiftminorGTM or Marketing PartnerGift card partner allowing customers to purchase and give Daells Bolighus gift cards. Logo displayed in footer.
• Ronald McDonald BørneFondminorOthersCharitable partnership with Danish children's foundation. Logo displayed in footer indicating CSR/community involvement.
• FSC® DanmarkcoreOthersMembership in FSC Denmark organization supporting sustainable forestry. Company is official FSC® trademark license holder (FSC®-N004903) for certified wood products.
• TrustpilotminorOthersCustomer review platform partnership for displaying verified customer reviews and building trust with potential customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JYSK: JYSK is a Scandinavian-headquartered home goods and furniture retailer with strong Danish presence across stores and online. It is a direct peer given the overlapping assortment of furniture, bedding, and home accessories sold to Danish consumers at value-oriented price points.
• ILVA: ILVA is a Danish furniture and home interiors retailer with showrooms across Denmark. It is a direct peer — overlapping product categories (living, dining, bedroom), target customer (Danish households), and omnichannel model.
• Bahne: Bahne is a Danish home and interior retailer carrying furniture, lighting, kitchenware, and home accessories. It competes directly with Daells Bolighus for Danish consumers shopping across multiple home categories.
• Sinnerup: Sinnerup is a Danish home interiors retailer operating physical stores and online. It is a direct peer offering furniture, lighting, and home accessories to Danish consumers in a similar value-to-mid positioning.
• Møblér: Møblér is a Danish furniture retail chain with multiple showrooms across the country. It is a direct peer competing for the same Danish furniture customer, particularly in dining, living, and bedroom categories.
• BoConcept: BoConcept is a Danish-origin premium furniture and interior brand with global showrooms. It is a direct peer in Danish market positioning, particularly relevant for Daells Bolighus's design-yourself modular sofa and customization offerings.
• IDdesign: IDdesign is a Danish furniture retailer offering design-oriented furniture and home accessories across showrooms and online. It competes directly with Daells Bolighus for Danish consumers seeking design-led home furnishings.

Broad incumbents

• IKEA: IKEA is the global incumbent in affordable home furnishings with significant Danish retail and e-commerce presence. It competes with Daells Bolighus across the full furniture assortment, but at much larger scale and with a broader global brand.

Emerging players

• Westwing: Westwing is a European online home and living retailer with curated design-led furniture and accessories. It is an emerging-player peer given its digital-only model and overlap in home furnishings — relevant as e-commerce share of furniture grows.
• home24: home24 is a European online furniture and home accessories retailer operating across multiple markets. It is an emerging-player peer competing in the digital furniture space — relevant given Daells Bolighus's growing e-commerce channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCKkfO-pPL-kfdTlPVyNeZpg
• Instagraminstagram.com/daellsbolighus
• LinkedInlinkedin.com/company/a-s-daells-bolighus

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 Daells Bolighus