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Firtal Web A/S

Public limited companyCVR 30238761LystrupActive

Firtal Web A/S is a public limited company, based in Lystrup, active in retail sale of cosmetic and toilet articles, founded in 2007. Net profit rose 40% from 2025 to 2026, ending at DKK 42.6m. Measured by gross profit, it ranks no. 4 of 106 companies in the industry in the database. Profit has grown three years in a row.

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Key figures · financial year 2026

Gross profitDKK 96.3m+21.8% vs. 2025
Net profitDKK 42.6m+39.9% vs. 2025
EquityDKK 110.1m+63.1% vs. 2025
Employees125latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2026 against 2025

  • Gross profit rose 22% (2025 → 2026), to DKK 96.3m.
  • Net profit rose 40% (2025 → 2026), to DKK 42.6m.
  • Equity rose 63% (2025 → 2026), to DKK 110.1m.

Employees

  • 14 more employees than a year earlier: 125 (07/2026) against 111 (07/2025).

Management and owners, last 24 months

  • New in management: Peter Hestbæk (board member, 20/08/2026).
  • Stepped down: Brian Andersen (board member, 20/08/2026).

Registrations, last 24 months

  • 01/01/2025: Industry changed to Retail sale of cosmetic and toilet articles (477500)

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 2021–2026 · amounts in DKK thousand

Equity and net profit

DKK 0DKK 20mDKK 40mDKK 60mDKK 80mDKK 100mDKK 120m202120222023202420252026
EquityNet profit
Financial figures for Firtal Web A/S
202120222023202420252026Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit57,85957,35954,38571,57879,08296,324+21.8%
Operating profit (EBIT)27,83417,73820,20522,19937,53953,628+42.9%
Profit before tax28,07117,66219,05323,26538,75554,619+40.9%
Net profit21,73113,61714,87918,14530,44842,597+39.9%
Total assets115,715129,301136,095155,335158,686204,109+28.6%
Equity51,43465,05179,93083,07567,523110,120+63.1%
Liabilities63,69863,41455,48771,85588,50592,162+4.1%
Cash and cash equivalents36,89832,70932,74051,13350,12892,089+83.7%
Average number of employees8010083847776−1.3%

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 2021, 2022, 2023, 2024, 2025, 2026: 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

DKK 0DKK 20mDKK 40mDKK 60mDKK 80mDKK 100m202120222023202420252026
Gross profitMedian, the industry (107 companies)

Signals from the financial statements

calculated from the 2026 figures

  • Profit for five years in a row

    Net result has been positive in 2022–2026.

    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
Annual reports for Firtal Web A/S
Financial yearPeriodPublishedFigures forDocuments
202601/04/2025 – 31/03/202627/08/2026The companyPDF not statedXBRL
202501/04/2024 – 31/03/202501/09/2025The companyPDF not statedXBRL
202401/04/2023 – 31/03/202402/09/2024The companyPDFXBRL
202301/04/2022 – 31/03/202326/06/2023The companyPDFXBRL
202201/04/2021 – 31/03/202206/07/2022The companyPDFXBRL
202101/04/2020 – 31/03/202101/07/2021The companyPDFXBRL

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 CVR
02040608010012014008/2309/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

107 companies in the database

Comparison with the other companies in retail sale of cosmetic and toilet articles based on the latest financial year.

Gross profitDKK 96.3mNo. 4 of 106
Better than 97% of the companies in the industry
EquityDKK 110.1mNo. 3 of 107
Better than 98% of the companies in the industry
Number of employees125No. 5 of 107
Better than 96% of the companies in the industry

Industry median: gross profit DKK 1.1m, net profit DKK 105k, equity DKK 651k, 2 employees.

DKK 100kDKK 1.4mDKK 20.6mDKK 296.5mDKK 1.8bnHere
Distribution of gross profit for 93 companies in the industry (latest financial year, logarithmic scale). Amber bar: where this company sits.

Compared with similar companies

size, age and company form
Rank among similar companies
GroupGross profitEquity
Companies with 50–199 employees4,467 companies in the comparison
No. 726of 4,412
Better than 84%
No. 620of 4,466
Better than 86%
Companies that are between 15 and 29 years old24,910 companies in the comparison
No. 751of 24,791
Better than 97%
No. 1,252of 24,909
Better than 95%
All companies of type A/S18,025 companies in the comparison
No. 1,643of 17,786
Better than 91%
No. 2,124of 18,024
Better than 88%

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 cosmetic and toilet articles
Gross profit
  1. Firtal Web A/SDKK 96.3m
  2. Normal A/SDKK 4.3bn
  3. Matas Operations A/SDKK 2.2bn
Net profit
  1. Firtal Web A/SDKK 42.6m
  2. Normal A/SDKK 897.2m
  3. Matas Operations A/SDKK 145.3m
Equity
  1. Firtal Web A/SDKK 110.1m
  2. Normal A/SDKK 2.5bn
  3. Matas Operations A/SDKK 1.6bn
Employees
  1. Firtal Web A/S125
  2. Normal A/S5,167
  3. Matas Operations A/S3,255

Latest financial year per company. Choose up to three companies from the largest in the industry.

Owners and group

from the Public Ownership Register
Owners
  • Firtal Group ApS100%
Firtal Web A/S

Management

4 active registrations

Executive management

Executive management at Firtal Web A/S
NameRoleAppointed
Mikkel SallingCEO01/02/2020

Board of directors

Board of directors at Firtal Web A/S
NameRoleAppointed
Jesper Ernst HvejselChair of the board01/02/2020
Mikkel SallingBoard member17/05/2022
Peter HestbækBoard member20/08/2026
Founders
Peder Hvejsel, Eso Holding ApS, Hvejsel Holding ApS, Msol Invest ApS
Former management (10)
Former management at Firtal Web A/S
NameRoleAppointedResigned
Erling Birger Salling OlesenBoard member26/01/200713/11/2018
Mikkel SallingChair of the board26/01/200701/02/2020
Jesper Ernst HvejselBoard member26/01/200713/11/2018
Peder HvejselBoard member26/01/200713/11/2018
Jonas MannBoard member17/12/200801/03/2012
Karsten Ager BirkelundCEO01/03/201304/03/2015
Jesper Ernst HvejselCEO04/03/201501/02/2020
Rune Fink UdbyBoard member13/11/201817/05/2022
Rasmus Dencker FrederiksenBoard member13/11/201825/06/2021
Brian AndersenBoard member25/06/202120/08/2026

Signing rule: Selskabet tegnes af en direktør i forening med et bestyrelsesmedlem eller af to bestyrelsesmedlemmer i forening eller af den samlede bestyrelse.

Address and production units

3 active production units

Møgelhøj 8
8520 Lystrup

Aarhus Municipality · Postcode 8520

Other companies at the address (2)

Open in OpenStreetMap
Production units
Production unitAddressEmployeesP number
FIRTAL WEB A/SMøgelhøj 8, 8520 Lystrup1251012995640
Signatura ButikFrederiks Allé 49, 8000 Aarhus C11026525663
Firtal Web - engros tilladelseMøgelhøj 8, 8520 Lystrup–1025402649

Purpose

Selskabets formål er handel og investering samt anden dermed efter direktionens skøn beslægtet virksomhed.

The purpose is quoted from the register in Danish.

Changes year by year

53 registered events
20263 changesaccounts 1 · management 2
  • Annual report for 2026 published
  • Peter Hestbæk appointed board member
  • Brian Andersen stepped down as board member
20252 changesaccounts 1 · industry 1
  • Annual report for 2025 published
  • Industry changed to Retail sale of cosmetic and toilet articles (477500)
20241 changeaccounts 1
  • Annual report for 2024 published
20231 changeaccounts 1
  • Annual report for 2023 published
20223 changesaccounts 1 · management 2
  • Annual report for 2022 published
  • Mikkel Salling appointed board member
  • Rune Fink Udby stepped down as board member
20215 changesaccounts 1 · management 2 · capital 1 · merger 1
  • Annual report for 2021 published
  • Brian Andersen appointed board member
  • Rasmus Dencker Frederiksen stepped down as board member
  • Share capital changed from 500,000 DKK to 501,000 DKK
  • Merger registered in CVR
20204 changesmanagement 4
  • Jesper Ernst Hvejsel appointed chair of the board
  • Mikkel Salling appointed ceo
  • Jesper Ernst Hvejsel stepped down as ceo
  • Mikkel Salling stepped down as chair of the board
20186 changesmanagement 5 · address 1
  • Rune Fink Udby appointed board member
  • Rasmus Dencker Frederiksen appointed board member
  • Erling Birger Salling Olesen stepped down as board member
  • Peder Hvejsel stepped down as board member
  • Jesper Ernst Hvejsel stepped down as board member
  • Moved to Møgelhøj 8, 8520 Lystrup
20171 changemerger 1
  • Merger registered in CVR
20165 changesaddress 1 · name 1 · capital 1 · ownership 2
  • Moved to Møgelhøj 8, 8520 Lystrup
  • Name changed from FIRTAL WEB ApS to FIRTAL WEB A/S
  • Share capital changed from 138,889 DKK to 500,000 DKK
  • FIRTAL GROUP ApS registered as owner (100%)
  • FIRTAL GROUP ApS is no longer registered as owner
20154 changesownership 1 · management 2 · industry 1
  • FIRTAL GROUP ApS registered as owner (100%)
  • Jesper Ernst Hvejsel appointed ceo
  • Karsten Ager Birkelund stepped down as ceo
  • Industry changed to Detailhandel med medicin og produkter til personlig pleje via internet (479117)
20132 changesaddress 1 · management 1
  • Moved to Ravnsøvej 40, 8240 Risskov
  • Karsten Ager Birkelund appointed ceo
20123 changesname 1 · management 1 · address 1
  • Name changed from FIRTAL BRANDS ApS to FIRTAL WEB ApS
  • Jonas Mann stepped down as board member
  • Moved to Vestergade 56A, 8000 Aarhus C
20101 changeaddress 1
  • Moved to Balticagade 19, st, 8000 Aarhus C
20092 changesname 1 · address 1
  • Name changed from MADE4 ApS to FIRTAL BRANDS ApS
  • Moved to Klosterport 4E, 1. tv, 8000 Aarhus C
20084 changescapital 1 · management 1 · name 1 · industry 1
  • Share capital changed from 125,000 DKK to 138,889 DKK
  • Jonas Mann appointed board member
  • Name changed from MADE4MEN ApS to MADE4 ApS
  • Industry changed to Retail sale of cosmetic and toilet articles (477500)
20076 changesaddress 1 · founded 1 · management 4
  • Moved to Sjællandsgade 88, st. tv, 8000 Aarhus C
  • Registered as MADE4MEN ApS
  • Erling Birger Salling Olesen appointed board member
  • Peder Hvejsel appointed board member
  • Jesper Ernst Hvejsel appointed board member
  • Mikkel Salling appointed chair of the board

Related companies

Same industry in Aarhus

See all →

Same people in management

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 23/10/2026. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.

View in CVRReport a correction