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Friluftsland A/S

Public limited companyCVR 76470316København KActive

Friluftsland A/S is a public limited company, based in København K, active in retail sale of sports and leisure equipment, founded in 1984. Measured by gross profit, it ranks no. 10 of 292 companies in the industry in the database. The company made a loss in both 2024 and 2025, most recently DKK 2.6m. Operations are spread over 16 production units in 13 towns.

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Key figures · financial year 2025

Gross profitDKK 49m+9.8% vs. 2024
Net profit−DKK 2.6m+54.3% vs. 2024
EquityDKK 7.2m+329.1% vs. 2024
Employees291latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 10% (2024 → 2025), to DKK 49m.
  • The loss got smaller: from DKK 5.7m to DKK 2.6m (2024 → 2025).
  • Equity turned positive again: DKK 7.2m (2024 → 2025).

Employees

  • 20 more employees than a year earlier: 291 (07/2026) against 271 (07/2025).

Registrations, last 24 months

  • 01/01/2025: Industry changed to Retail sale of sports and leisure equipment (476310)

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 thousand

Equity and net profit

−DKK 10m−DKK 5mDKK 0DKK 5mDKK 10mDKK 15m202020212022202320242025
EquityNet profit
Financial figures for Friluftsland A/S
202020212022202320242025Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit33,56646,59743,59144,91444,66949,037+9.8%
Operating profit (EBIT)−1,8906,184−3,331−4,523−2,153665+130.9%
Profit before tax−2,6445,314−4,776−8,867−7,025−3,194+54.5%
Net profit−2,0644,129−3,800−7,172−5,711−2,611+54.3%
Total assets64,59981,50994,438111,22294,866108,753+14.6%
Equity9,39713,5269,7272,554−3,1567,232+329.1%
Liabilities54,99367,65984,158108,29797,735101,225+3.6%
Cash and cash equivalents1548278591,087917599−34.7%
Average number of employees78859798108104−3.7%

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

DKK 0DKK 10mDKK 20mDKK 30mDKK 40mDKK 50m202020212022202320242025
Gross profitMedian, the industry (292 companies)

Signals from the financial statements

calculated from the 2025 figures

  • Loss for 4 years in a row

    Net result has been negative in 2022–2025.

    How is this calculated?

    Net result is negative in the two or more latest annual reports in a row.

  • Low equity ratio

    Equity makes up 7% of total assets in 2025.

    How is this calculated?

    Equity ÷ total assets is below 10% in the latest annual report. Banks, insurers and some industries naturally have a low ratio.

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 Friluftsland A/S
Financial yearPeriodPublishedFigures forDocuments
202501/01/2025 – 31/12/202530/06/2026The companyPDF not statedXBRL
202401/01/2024 – 31/12/202425/06/2025The companyPDFXBRL
202301/01/2023 – 31/12/202328/06/2024The companyPDFXBRL
202201/01/2022 – 31/12/202206/06/2023The companyPDFXBRL
202101/01/2021 – 31/12/202103/05/2022The companyPDFXBRL
202001/01/2020 – 31/12/202007/05/2021The 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
05010015020025030008/2309/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

292 companies in the database

Comparison with the other companies in retail sale of sports and leisure equipment based on the latest financial year.

Gross profitDKK 49mNo. 10 of 292
Better than 97% of the companies in the industry
EquityDKK 7.2mNo. 38 of 292
Better than 87% of the companies in the industry
Number of employees291No. 8 of 292
Better than 98% of the companies in the industry

Industry median: gross profit DKK 1.7m, net profit DKK 139k, equity DKK 1.4m, 4 employees.

DKK 100kDKK 783kDKK 6.1mDKK 48mDKK 189mHere
Distribution of gross profit for 274 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 200–499 employees796 companies in the comparison
No. 657of 763
Better than 14%
No. 698of 796
Better than 12%
Companies that are at least 30 years old10,276 companies in the comparison
No. 1,506of 10,152
Better than 85%
No. 5,451of 10,275
Better than 47%
All companies of type A/S18,025 companies in the comparison
No. 2,960of 17,786
Better than 83%
No. 10,047of 18,024
Better than 44%

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 sports and leisure equipment
Gross profit
  1. Friluftsland A/SDKK 49m
  2. Sport 24 A/SDKK 375.3m
  3. Sportmaster Danmark ApSDKK 181.3m
Net profit
  1. Friluftsland A/S−DKK 2.6m
  2. Sport 24 A/SDKK 45.3m
  3. Sportmaster Danmark ApS−DKK 9.3m
Equity
  1. Friluftsland A/SDKK 7.2m
  2. Sport 24 A/SDKK 214.4m
  3. Sportmaster Danmark ApS−DKK 574.1m
Employees
  1. Friluftsland A/S291
  2. Sport 24 A/S1,282
  3. Sportmaster Danmark ApS226

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
  • Frilufts Retail Europe AB100%
Friluftsland A/S

Management

5 active registrations

Executive management

Executive management at Friluftsland A/S
NameRoleAppointed
Rolf Henrik HoffmanDirector13/08/2018
Jakob Robin Emanuel SöderqvistCEO01/06/2019

Board of directors

Board of directors at Friluftsland A/S
NameRoleAppointed
Jan Thomas LindbergBoard member02/10/2017
Rolf Henrik HoffmanBoard member02/10/2017
Ulf Ove GustafssonChair of the board02/10/2017
Auditor
Grant Thornton, Godkendt Revisionspartnerselskab
Former management (7)
Former management at Friluftsland A/S
NameRoleAppointedResigned
Anders Bjerring HøierBoard member26/09/198421/06/2013
Anders Bjerring HøierDirector26/09/198421/06/2013
Lene Ørum KnudsenBoard member30/09/199630/05/2008
Niels Brun KnudsenBoard member21/06/201302/10/2017
Niels Brun KnudsenCEO21/06/201331/05/2019
Jens Munk PlumChair of the board21/06/201302/10/2017
Knud LilholmBoard member21/06/201302/10/2017

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

Address and production units

16 active production units

Frederiksborggade 52
1360 København K

København Municipality · Postcode 1360

Open in OpenStreetMap
Production units
Production unitAddressEmployeesP number
FRILUFTSLAND A/SFrederiksborggade 52, 1360 København K631002491933
FriluftslandFrederiksborggade 28, st, 1360 København K281027602742
Friluftsland A/SLyngby Hovedgade 49D, 2800 Kgs. Lyngby281017230022
FRILUFTSLAND A/SØstergade 1, 8000 Aarhus C211008872445
Friluftsland A/SArne Jacobsens Allé 12, 2300 København S211010519728
FRILUFTSLAND A/SSkomagergade 32A, st, 4000 Roskilde191004858043
FRILUFTSLAND A/SLejrvej 23A, 3500 Værløse191004348583
Friluftsland A/SKlosterkrogen 11, 4100 Ringsted171031797477
FRILUFTSLAND A/SBispensgade 26, 9000 Aalborg141010519744
FRILUFTSLAND A/SFrederiksborggade 44, 1360 København K121004348522
FriluftslandVestergade 37, st. tv, 5000 Odense C121021484136
Friluftsland A/SBrødregade 6C, 8900 Randers C111023876597
Friluftsland A/SEngdahlsvej 2C, Birk, 7400 Herning101029520948
FriluftslandHelligkorsgade 3, st, 6000 Kolding91016978112
FriluftslandKultorvet 7, st, 1175 København K81027602769

Showing 15 of 16 units (sorted by employees).

Purpose

Selskabets formål er at drive handel og dermed beslægtet virksomhed

The purpose is quoted from the register in Danish.

Changes year by year

35 registered events
20261 changeaccounts 1
  • Annual report for 2025 published
20252 changesaccounts 1 · industry 1
  • Annual report for 2024 published
  • Industry changed to Retail sale of sports and leisure equipment (476310)
20241 changeaccounts 1
  • Annual report for 2023 published
20231 changeaccounts 1
  • Annual report for 2022 published
20221 changeaccounts 1
  • Annual report for 2021 published
20211 changeaccounts 1
  • Annual report for 2020 published
20192 changesmanagement 2
  • Jakob Robin Emanuel Söderqvist appointed ceo
  • Niels Brun Knudsen stepped down as ceo
20182 changesaddress 1 · management 1
  • Moved to Frederiksborggade 52, 1360 København K
  • Rolf Henrik Hoffman appointed director
20178 changesmanagement 6 · ownership 2
  • Ulf Ove Gustafsson appointed chair of the board
  • Jan Thomas Lindberg appointed board member
  • Rolf Henrik Hoffman appointed board member
  • Knud Lilholm stepped down as board member
  • Niels Brun Knudsen stepped down as board member
  • Jens Munk Plum stepped down as chair of the board
  • Frilufts Retail Europe AB registered as owner (100%)
  • FRI HOLDING A/S is no longer registered as owner
20136 changesmanagement 6
  • Knud Lilholm appointed board member
  • Niels Brun Knudsen appointed board member
  • Niels Brun Knudsen appointed ceo
  • Jens Munk Plum appointed chair of the board
  • Anders Bjerring Høier stepped down as board member
  • Anders Bjerring Høier stepped down as director
20082 changesmanagement 1 · industry 1
  • Lene Ørum Knudsen stepped down as board member
  • Industry changed to Forhandlere af sports- og campingudstyr (476410)
19991 changeownership 1
  • FRI HOLDING A/S registered as owner (100%)
19962 changescapital 1 · management 1
  • Share capital changed from 80,000 DKK to 500,000 DKK
  • Lene Ørum Knudsen appointed board member
19872 changescapital 2
  • Share capital changed from 120,000 DKK to 80,000 DKK
  • Share capital changed from 40,000 DKK to 120,000 DKK
19843 changesfounded 1 · management 2
  • Registered as FRILUFTSLAND A/S
  • Anders Bjerring Høier appointed board member
  • Anders Bjerring Høier appointed director

Related companies

Same industry in København

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.

View in CVRReport a correction