Anni Lu ApS
Private limited companyCVR 37835463NivåActive
Anni Lu ApS is a private limited company, based in Nivå, active in wholesale of watches and jewellery, founded in 2016. Net profit rose 186% from 2024 to 2025, ending at DKK 2.6m. Equity fell to DKK 7.1m in 2025. Gross profit is higher than that of 83% of the companies in the industry in the database.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit rose 31% (2024 → 2025), to DKK 8.6m.
- Net profit rose 186% (2024 → 2025), to DKK 2.6m.
- Equity fell 25% (2024 → 2025), to DKK 7.1m.
Registrations, last 24 months
- 01/01/2025: Industry changed to Wholesale of watches and jewellery (464800)
Calculated from the latest two annual reports in sequence and from registrations in CVR. A figure that is missing in either year gives no line, and we derive no figures.
Financial statements
Financial years 2020–2025 · amounts in DKK thousandEquity and net profit
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | Change | |
|---|---|---|---|---|---|---|---|
| Revenue | not stated | not stated | not stated | not stated | not stated | not stated | – |
| Gross profit | 5,666 | 9,926 | 7,987 | 8,018 | 6,533 | 8,578 | +31.3% |
| Operating profit (EBIT) | – | – | 3,003 | 3,048 | 1,503 | 3,830 | +154.9% |
| Profit before tax | 1,856 | 4,479 | 2,789 | 2,770 | 1,187 | 3,389 | +185.4% |
| Net profit | 1,447 | 3,493 | 2,173 | 2,157 | 925 | 2,643 | +185.5% |
| Total assets | 11,485 | 13,422 | 12,774 | 13,661 | 13,692 | 11,945 | −12.8% |
| Equity | 9,703 | 11,196 | 6,369 | 8,526 | 9,451 | 7,094 | −24.9% |
| Liabilities | – | – | 6,279 | 5,052 | 4,201 | 4,850 | +15.4% |
| Cash and cash equivalents | 6,393 | 6,390 | 6,140 | 6,982 | 8,920 | 7,978 | −10.6% |
| Average number of employees | 0 | 4 | 6 | 6 | 5 | 4 | −20% |
Source: annual reports filed with the Danish Business Authority (XBRL). Figures for the company (not the group); change is the latest year against the year before. “–” means the figure is not stated in the annual report. Revenue is not stated for 2020, 2021, 2022, 2023, 2024, 2025: smaller companies may omit it, and we do not derive it from other figures.
Download the figures as CSV · free with an account, amounts in whole DKK
Signals from the financial statements
calculated from the 2025 figuresProfit for five years in a row
Net result has been positive in 2021–2025.
How is this calculated?
Net result is positive in the five latest annual reports in a row.
The signals are rules applied to the figures in the annual reports. They are not an assessment or credit rating of the company. See Data and method.
Annual reports
6 financial years| Financial year | Period | Published | Figures for | Documents |
|---|---|---|---|---|
| 2025 | 01/01/2025 – 31/12/2025 | 26/05/2026 | The company | PDF not statedXBRL |
| 2024 | 01/01/2024 – 31/12/2024 | 25/04/2025 | The company | PDFXBRL |
| 2023 | 01/01/2023 – 31/12/2023 | 25/04/2024 | The company | PDFXBRL |
| 2022 | 01/01/2022 – 31/12/2022 | 23/02/2023 | The company | PDFXBRL |
| 2021 | 01/01/2021 – 31/12/2021 | 28/01/2022 | The company | PDFXBRL |
| 2020 | 01/01/2020 – 31/12/2020 | 05/02/2021 | The company | PDFXBRL |
The figures from all the annual reports are shown on this page. The documents themselves (PDF and XBRL, the machine-readable edition) are downloaded with a Pro account: sign in or create a free account, and then choose Pro. XBRL is the edition the figures on the page are read from.
Employees
monthly figures from CVRPosition in the industry
72 companies in the databaseComparison with the other companies in wholesale of watches and jewellery based on the latest financial year.
Industry median: gross profit DKK 2m, net profit DKK 165k, equity DKK 1.9m, 4 employees.
Compared with similar companies
size, age and company form| Group | Gross profit | Equity |
|---|---|---|
| Companies with fewer than 20 employees69,967 companies in the comparison | No. 6,213of 69,742 Better than 91% | No. 11,357of 69,964 Better than 84% |
| Same industry and fewer than 20 employees63 companies in the comparison | No. 5of 63 Better than 94% | No. 13of 63 Better than 81% |
| Companies that are between 5 and 14 years old33,679 companies in the comparison | No. 5,123of 33,579 Better than 85% | No. 4,768of 33,678 Better than 86% |
| All companies of type ApS66,508 companies in the comparison | No. 7,397of 66,379 Better than 89% | No. 8,787of 66,505 Better than 87% |
The rank is calculated among companies in the database with a figure for the latest financial year, and is shown only for groups of at least ten companies.
Compare with the industry
Wholesale of watches and jewellery- Anni Lu ApSDKK 8.6m
- Ole Lynggaard A/SDKK 123.5m
- Essilor Danmark A/SDKK 39.7m
- Anni Lu ApSDKK 2.6m
- Ole Lynggaard A/SDKK 20.5m
- Essilor Danmark A/SDKK 1.7m
- Anni Lu ApSDKK 7.1m
- Ole Lynggaard A/SDKK 111m
- Essilor Danmark A/SDKK 13m
- Anni Lu ApS7
- Ole Lynggaard A/S101
- Essilor Danmark A/S33
Latest financial year per company. Choose up to three companies from the largest in the industry.
Owners and group
from the Public Ownership Register- Luella Holding ApS100%
Management
1 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Fie Rimmen Jensen | Director | 03/07/2023 |
- Founders
- Helle Vestergaard Poulsen
Former management (2)
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| Helle Vestergaard Poulsen | Director | 28/06/2016 | 03/07/2023 |
| Morten Trøst Poulsen | Director | 18/11/2019 | 03/07/2023 |
Signing rule: Selskabet tegnes af direktionen
Address and production units
1 active production unitsGammel Strandvej 18
2990 Nivå
Fredensborg Municipality · Postcode 2990
Other companies at the address (1)
- Klaus Nielsen Rådgivende Ingeniørfirma Fri A/SEngineering consultancy in construction and civil engineering
| Production unit | Address | Employees | P number |
|---|---|---|---|
| Anni Lu ApS | Gammel Strandvej 18, 2990 Nivå | 7 | 1021550945 |
Purpose
Selskabets formål er fremstilling af smykker i ædle metaller og relaterede produkter samt anden tilknyttet virksomhed efter direktionens beslutning.
The purpose is quoted from the register in Danish.
Changes year by year
24 registered events20261 changeaccounts 1
- AccountsAnnual report for 2025 published
20252 changesaccounts 1 · industry 1
- AccountsAnnual report for 2024 published
- IndustryIndustry changed to Wholesale of watches and jewellery (464800)
20241 changeaccounts 1
- AccountsAnnual report for 2023 published
20234 changesmanagement 3 · accounts 1
- ManagementFie Rimmen Jensen appointed director
- ManagementMorten Trøst Poulsen stepped down as director
- ManagementHelle Vestergaard Poulsen stepped down as director
- AccountsAnnual report for 2022 published
20223 changesindustry 1 · address 1 · accounts 1
- IndustryIndustry changed to Wholesale of watches and jewellery (464800)
- AddressMoved to Gammel Strandvej 18, 2990 Nivå
- AccountsAnnual report for 2021 published
20212 changesaddress 1 · accounts 1
- AddressMoved to Gammel Strandvej 18A, 2990 Nivå
- AccountsAnnual report for 2020 published
20201 changeaddress 1
- AddressMoved to Gammel Strandvej 22C, 2990 Nivå
20191 changemanagement 1
- ManagementMorten Trøst Poulsen appointed director
20186 changesownership 6
- OwnershipLuella Holding ApS registered as owner (100%)
- OwnershipHelle Vestergaard Poulsen is no longer registered as owner
- OwnershipMorten Trøst Poulsen is no longer registered as owner
- OwnershipHelle Vestergaard Poulsen registered as owner (50%)
- OwnershipMorten Trøst Poulsen registered as owner (50%)
- OwnershipHelle Vestergaard Poulsen is no longer registered as owner
20163 changesfounded 1 · management 1 · ownership 1
- FoundedRegistered as Anni Lu ApS
- ManagementHelle Vestergaard Poulsen appointed director
- OwnershipHelle Vestergaard Poulsen registered as owner (100%)
Related companies
Largest in the industry
- Ole Lynggaard A/SDKK 123.5m
- Essilor Danmark A/SDKK 39.7m
- Sif Jakobs Jewellery ApSDKK 27.8m
- Pandora Int. ApSDKK 26.8m
- Henning Stæhr A/SDKK 23.1m
- Chanti ApSDKK 17.6m
Source and updates
The information comes from the Danish Central Business Register (Danish Business Authority) and from annual reports filed with the Danish Business Authority. Last synchronised 24/10/2026. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.