First Choice ApS
Private limited companyCVR 33391099GentofteActive
First Choice ApS is a private limited company, based in Gentofte, active in retail sale of electrical household appliances, founded in 2011. The company made a loss in both 2024 and 2025, most recently DKK 1.2m. Operations are spread over 3 production units. Equity fell to DKK 1.2m in 2025.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit fell 30% (2024 → 2025), to DKK 1.6m.
- The loss grew: from DKK 937k to DKK 1.2m (2024 → 2025).
- Equity fell 52% (2024 → 2025), to DKK 1.2m.
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 | 4,389 | 3,436 | 3,363 | 3,236 | 2,287 | 1,609 | −29.6% |
| Operating profit (EBIT) | 866 | 380 | −22 | 686 | 67 | −981 | −1,572.8% |
| Profit before tax | 929 | 410 | −928 | 145 | −948 | −1,162 | −22.7% |
| Net profit | 810 | 345 | −910 | 3 | −937 | −1,178 | −25.7% |
| Total assets | 6,460 | 6,710 | 6,639 | 6,236 | 4,447 | 3,327 | −25.2% |
| Equity | 4,358 | 4,646 | 3,679 | 3,624 | 2,625 | 1,247 | −52.5% |
| Liabilities | 2,102 | 2,064 | 2,960 | 2,613 | 1,822 | 2,080 | +14.2% |
| Cash and cash equivalents | 656 | 26 | 14 | 27 | 60 | 10 | −83.1% |
| Average number of employees | 7 | 6 | 7 | 6 | 5 | 5 | 0% |
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 figuresLoss for 2 years in a row
Net result has been negative in 2024–2025.
How is this calculated?
Net result is negative in the two or more latest annual reports in a row.
Equity fell sharply
Equity fell 52% from 2024 to 2025 (DKK 2.6m to DKK 1.2m).
How is this calculated?
Equity has fallen by at least 30% from the previous annual report, and it was positive the year before.
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 | 03/08/2026 | The company | PDF not statedXBRL |
| 2024 | 01/01/2024 – 31/12/2024 | 15/07/2025 | The company | PDF not statedXBRL |
| 2023 | 01/01/2023 – 31/12/2023 | 02/08/2024 | The company | PDFXBRL |
| 2022 | 01/01/2022 – 31/12/2022 | 02/08/2023 | The company | PDFXBRL |
| 2021 | 01/01/2021 – 31/12/2021 | 05/08/2022 | The company | PDFXBRL |
| 2020 | 01/01/2020 – 31/12/2020 | 31/07/2021 | 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
158 companies in the databaseComparison with the other companies in retail sale of electrical household appliances based on the latest financial year.
Industry median: gross profit DKK 2.3m, net profit DKK 277k, equity DKK 1.3m, 3 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. 35,436of 69,742 Better than 49% | No. 30,698of 69,964 Better than 56% |
| Same industry and fewer than 20 employees150 companies in the comparison | No. 96of 150 Better than 36% | No. 73of 150 Better than 52% |
| Companies that are between 15 and 29 years old24,906 companies in the comparison | No. 16,721of 24,787 Better than 33% | No. 17,056of 24,905 Better than 32% |
| All companies of type ApS66,508 companies in the comparison | No. 34,241of 66,379 Better than 48% | No. 26,639of 66,505 Better than 60% |
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
Retail sale of electrical household appliances- First Choice ApSDKK 1.6m
- Elgiganten A/SDKK 764.4m
- Power A/SDKK 430.6m
- First Choice ApS−DKK 1.2m
- Elgiganten A/SDKK 67.6m
- Power A/SDKK 47.7m
- First Choice ApSDKK 1.2m
- Elgiganten A/SDKK 479.5m
- Power A/SDKK 384.3m
- First Choice ApS6
- Elgiganten A/S2,181
- Power A/S1,117
Latest financial year per company. Choose up to three companies from the largest in the industry.
Owners and group
from the Public Ownership Register- Christian Niels Pedersen100%
Subsidiaries are shown only if they are in the database.
Management
1 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Christian Niels Pedersen | CEO | 18/01/2011 |
- Auditor
- 2talRevision v/Jan Christensen
- Founders
- Christian Niels Pedersen
Signing rule: Selskabet tegnes af en direktør.
Address and production units
3 active production unitsSkovvej 36C
2820 Gentofte
Gentofte Municipality · Postcode 2820
Other companies at the address (1)
- Jgc ApSRetail sale of electrical household appliances
| Production unit | Address | Employees | P number |
|---|---|---|---|
| FIRST CHOICE ApS | Skovvej 36C, 2820 Gentofte | 1 | 1016581654 |
| Skousen Roskilde | Ro's Have 10, 4000 Roskilde | 1 | 1019304546 |
| Skousen Roskilde | Ro's Have 10, 4000 Roskilde | 1 | 1019304538 |
Purpose
Selskabets formål er at drive virksomhed med salg og service af varer og tjenesteydelser samt enhver i forbindelse hermed stående virksomhed.
The purpose is quoted from the register in Danish.
Changes year by year
12 registered events20261 changeaccounts 1
- AccountsAnnual report for 2025 published
20251 changeaccounts 1
- AccountsAnnual report for 2024 published
20241 changeaccounts 1
- AccountsAnnual report for 2023 published
20231 changeaccounts 1
- AccountsAnnual report for 2022 published
20221 changeaccounts 1
- AccountsAnnual report for 2021 published
20211 changeaccounts 1
- AccountsAnnual report for 2020 published
20142 changesindustry 1 · address 1
- IndustryIndustry changed to Retail sale of electrical household appliances (475400)
- AddressMoved to Skovvej 36C, 2820 Gentofte
20131 changeindustry 1
- IndustryIndustry changed to Other building and industrial cleaning activities n.e.c. (812290)
20113 changesownership 1 · founded 1 · management 1
- OwnershipChristian Niels Pedersen registered as owner (100%)
- FoundedRegistered as FIRST CHOICE ApS
- ManagementChristian Niels Pedersen appointed ceo
Related companies
Same people in management
- Tarkett A/Svia Christian Niels Pedersen
- Jgc ApSvia Christian Niels Pedersen
- Nap ApSvia Christian Niels Pedersen
Largest in the industry
- Elgiganten A/SDKK 764.4m
- Power A/SDKK 430.6m
- Whiteaway A/SDKK 144.1m
- P 1 Kalundborg ApSDKK 24.1m
- Kr. O. Skov A/SDKK 16.1m
- El-salg Center Aalborg A/SDKK 15m
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.