Guldsmed Surel ApS
Private limited companyCVR 31363470Odense CActive
Guldsmed Surel ApS is a private limited company, based in Odense C, active in retail sale of watches and jewellery, founded in 2008. The company made a loss in both 2024 and 2025, most recently DKK 141k.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit rose 76% (2024 → 2025), to DKK 1.6m.
- The loss got smaller: from DKK 850k to DKK 141k (2024 → 2025).
- Equity fell 7% (2024 → 2025), to DKK 2m.
Employees
- 1 fewer employees than a year earlier: 8 (08/2026) against 9 (08/2025).
Registrations, last 24 months
- 01/01/2025: Industry changed to Retail sale of watches and jewellery (477700)
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 | 980 | 1,568 | 1,212 | 1,096 | 892 | 1,574 | +76.5% |
| Operating profit (EBIT) | −403 | 118 | −222 | −482 | −835 | −140 | +83.2% |
| Profit before tax | −562 | 8 | −278 | −569 | −980 | −179 | +81.8% |
| Net profit | −562 | 39 | −256 | 197 | −850 | −141 | +83.5% |
| Total assets | 6,924 | 6,430 | 6,796 | 7,049 | 7,022 | 5,635 | −19.8% |
| Equity | 2,988 | 3,027 | 2,771 | 2,968 | 2,118 | 1,978 | −6.6% |
| Liabilities | 3,936 | 3,403 | 4,025 | 4,081 | 4,904 | 3,657 | −25.4% |
| Cash and cash equivalents | 107 | 104 | 115 | 10 | 49 | 501 | +913.9% |
| Average number of employees | 6 | – | – | – | 6 | 5 | −16.7% |
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
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.
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 | 01/05/2024 – 30/04/2025 | 03/10/2025 | The company | PDF not statedXBRL |
| 2024 | 01/05/2023 – 30/04/2024 | 31/10/2024 | The company | PDFXBRL |
| 2023 | 01/05/2022 – 30/04/2023 | 02/11/2023 | The company | PDFXBRL |
| 2022 | 01/05/2021 – 30/04/2022 | 05/10/2022 | The company | PDFXBRL |
| 2021 | 01/05/2020 – 30/04/2021 | 07/10/2021 | The company | PDFXBRL |
| 2020 | 01/05/2019 – 30/04/2020 | 06/07/2020 | 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
242 companies in the databaseComparison with the other companies in retail sale of watches and jewellery based on the latest financial year.
Industry median: gross profit DKK 1.9m, net profit DKK 168k, equity DKK 1.6m, 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. 35,914of 69,742 Better than 49% | No. 24,488of 69,964 Better than 65% |
| Same industry and fewer than 20 employees220 companies in the comparison | No. 110of 220 Better than 50% | No. 87of 220 Better than 61% |
| Companies that are between 15 and 29 years old24,910 companies in the comparison | No. 16,849of 24,791 Better than 32% | No. 14,637of 24,909 Better than 41% |
| All companies of type ApS66,508 companies in the comparison | No. 34,695of 66,379 Better than 48% | No. 20,618of 66,505 Better than 69% |
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 watches and jewellery- Guldsmed Surel ApSDKK 1.6m
- Vibholm Guld og Sølv ApSDKK 125.2m
- Pilgrim A/SDKK 113.9m
- Guldsmed Surel ApS−DKK 141k
- Vibholm Guld og Sølv ApSDKK 24.8m
- Pilgrim A/SDKK 6.9m
- Guldsmed Surel ApSDKK 2m
- Vibholm Guld og Sølv ApSDKK 77.3m
- Pilgrim A/SDKK 83m
- Guldsmed Surel ApS8
- Vibholm Guld og Sølv ApS312
- Pilgrim A/S416
Latest financial year per company. Choose up to three companies from the largest in the industry.
Owners and group
from the Public Ownership Register- Guldsmed Surel Holding ApS100%
Management
1 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Annette Hoppe Surel | Director | 13/03/2008 |
- Founders
- Guldsmed Surel Holding ApS
Former management (6)
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| Annette Hoppe Surel | Board member | 13/03/2008 | 29/06/2020 |
| Liss Edel Henny Hoppe Surel | Chair of the board | 13/03/2008 | 03/02/2017 |
| Iben Lindhardt Fechtenburg | Board member | 13/03/2008 | 29/06/2020 |
| Erik Stærmose Jenlev | Board member | 13/03/2008 | 02/02/2017 |
| Erik Stærmose Jenlev | Chair of the board | 03/02/2017 | 29/06/2020 |
| Helene Jeanett Surel Jenlev | Board member | 03/02/2017 | 29/06/2020 |
Signing rule: Selskabet tegnes af en direktør alene.
Address and production units
1 active production unitsVestergade 34
5000 Odense C
| Production unit | Address | Employees | P number |
|---|---|---|---|
| GULDSMED SUREL ApS | Vestergade 34, 5000 Odense C | 8 | 1014331782 |
Purpose
Selskabets formål er at drive handel og fabrikation samt hvad, der i øvrigt står i forbindelse hermed.
The purpose is quoted from the register in Danish.
Changes year by year
24 registered events20252 changesaccounts 1 · industry 1
- AccountsAnnual report for 2025 published
- IndustryIndustry changed to Retail sale of watches and jewellery (477700)
20241 changeaccounts 1
- AccountsAnnual report for 2024 published
20231 changeaccounts 1
- AccountsAnnual report for 2023 published
20221 changeaccounts 1
- AccountsAnnual report for 2022 published
20211 changeaccounts 1
- AccountsAnnual report for 2021 published
20206 changesaccounts 1 · name 1 · management 4
- AccountsAnnual report for 2020 published
- NameName changed from GULDSMED SUREL A/S to GULDSMED SUREL ApS
- ManagementHelene Jeanett Surel Jenlev stepped down as board member
- ManagementErik Stærmose Jenlev stepped down as chair of the board
- ManagementIben Lindhardt Fechtenburg stepped down as board member
- ManagementAnnette Hoppe Surel stepped down as board member
20174 changesmanagement 4
- ManagementHelene Jeanett Surel Jenlev appointed board member
- ManagementErik Stærmose Jenlev appointed chair of the board
- ManagementLiss Edel Henny Hoppe Surel stepped down as chair of the board
- ManagementErik Stærmose Jenlev stepped down as board member
20088 changesindustry 1 · founded 1 · management 5 · ownership 1
- IndustryIndustry changed to Retail sale of watches and jewellery (477700)
- FoundedRegistered as GULDSMED SUREL A/S
- ManagementIben Lindhardt Fechtenburg appointed board member
- ManagementAnnette Hoppe Surel appointed board member
- ManagementAnnette Hoppe Surel appointed director
- ManagementErik Stærmose Jenlev appointed board member
- ManagementLiss Edel Henny Hoppe Surel appointed chair of the board
- OwnershipGULDSMED SUREL HOLDING ApS registered as owner (100%)
Related companies
Same industry in Odense
- Christoffersen Guld Sølv Ure A/S20 employees
- Ragnar Ure og Juveler A/S11 employees
- Skovgaard Guldsmed & Urmager ApS10 employees
- C. Antonsen Juvelér og Guldsmedje ApS7 employees
- Guldsmed Helle Elmgreen A/S7 employees
- Guldsmed Guldsteen ApS6 employees
Same people in management
- Persolit Stilladsfirma A/Svia Erik Stærmose Jenlev
- Dansk Ingeniør Teknik A/Svia Iben Lindhardt Fechtenburg
- EFKT Danmark A/Svia Iben Lindhardt Fechtenburg
- Esoft Systems A/Svia Iben Lindhardt Fechtenburg
- Danpro Steel Construction A/Svia Erik Stærmose Jenlev
- Sea-point Marine Equipment A/Svia Iben Lindhardt Fechtenburg
Largest in the industry
- Vibholm Guld og Sølv ApSDKK 125.2m
- Pilgrim A/SDKK 113.9m
- Bucherer Denmark ApSDKK 108.6m
- Vitus Guld ApSDKK 50.9m
- Trendhim ApSDKK 49.1m
- Ditur.dk ApSDKK 45.4m
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.