Mermaid Stories ApS
Private limited companyCVR 37541249København VActive
Mermaid Stories ApS is a private limited company, based in København V, active in retail sale of watches and jewellery, founded in 2016. Net profit fell 92% from 2024 to 2025, ending at DKK 23,495. 8 other companies in the database are registered at the same address.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit rose 15% (2024 → 2025), to DKK 1.2m.
- Net profit fell 92% (2024 → 2025), to DKK 23,495.
- Equity rose 11% (2024 → 2025), to DKK 238k.
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 | 122 | 219 | 200 | 334 | 1,030 | 1,186 | +15.1% |
| Operating profit (EBIT) | 19 | 133 | −74 | 29 | 397 | 48 | −87.9% |
| Profit before tax | 4 | 116 | −86 | 9 | 376 | 31 | −91.8% |
| Net profit | 3 | 91 | −70 | 5 | 293 | 23 | −92% |
| Total assets | 280 | 330 | 301 | 470 | 584 | 894 | +53.2% |
| Equity | −105 | −14 | −84 | −79 | 214 | 238 | +11% |
| Liabilities | 385 | 344 | 385 | 550 | 370 | 657 | +77.7% |
| Cash and cash equivalents | 24 | 56 | 45 | 78 | 216 | 672 | +210.9% |
| Average number of employees | 1 | 1 | 1 | 1 | 1 | 2 | +100% |
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
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 | 02/07/2025 | The company | PDFXBRL |
| 2023 | 01/01/2023 – 31/12/2023 | 25/06/2024 | The company | PDFXBRL |
| 2022 | 01/01/2022 – 31/12/2022 | 21/06/2023 | The company | PDFXBRL |
| 2021 | 01/01/2021 – 31/12/2021 | 30/05/2022 | The company | PDFXBRL |
| 2020 | 01/01/2020 – 31/12/2020 | 28/05/2021 | 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
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. 41,616of 69,742 Better than 40% | No. 49,196of 69,964 Better than 30% |
| Same industry and fewer than 20 employees220 companies in the comparison | No. 129of 220 Better than 42% | No. 174of 220 Better than 21% |
| Companies that are between 5 and 14 years old33,688 companies in the comparison | No. 21,836of 33,588 Better than 35% | No. 23,421of 33,687 Better than 30% |
| All companies of type ApS66,508 companies in the comparison | No. 40,077of 66,379 Better than 40% | No. 45,228of 66,505 Better than 32% |
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- Mermaid Stories ApSDKK 1.2m
- Vibholm Guld og Sølv ApSDKK 125.2m
- Pilgrim A/SDKK 113.9m
- Mermaid Stories ApSDKK 23,495
- Vibholm Guld og Sølv ApSDKK 24.8m
- Pilgrim A/SDKK 6.9m
- Mermaid Stories ApSDKK 238k
- Vibholm Guld og Sølv ApSDKK 77.3m
- Pilgrim A/SDKK 83m
- Mermaid Stories ApS2
- 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- Concepts & Stories ApS100%
Management
1 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Victoria Weber | Director | 14/03/2016 |
- Founders
- Concepts & Stories ApS
Signing rule: Selskabet tegnes af en direktør.
Address and production units
1 active production unitsFlæsketorvet 68
1711 København V
København Municipality · Postcode 1711
Other companies at the address (8)
- Noho ApSOffice administrative and support activities
- LINK Mobility A/SIT infrastructure, data processing, hosting and related activities
- Soho Kontorhotel ApSOffice administrative and support activities
- SlideHub ApSComputer programming activities
- Team Clean ApSOther building and industrial cleaning activities n.e.c.
| Production unit | Address | Employees | P number |
|---|---|---|---|
| Mermaid Stories ApS | Flæsketorvet 68, 1, 1711 København V | 2 | 1021256249 |
Purpose
Selskabets formål er at drive virksomhed med webhandel (ecommerce), salg af digitale produkter og konsulentvirksomhed/online education virksomhed, samt al virksomhed, som efter ledelsens skøn har forbindelse hermed.
The purpose is quoted from the register in Danish.
Changes year by year
16 registered events20261 changeaccounts 1
- AccountsAnnual report for 2025 published
20252 changesaccounts 1 · industry 1
- AccountsAnnual report for 2024 published
- IndustryIndustry changed to Retail sale of watches and jewellery (477700)
20241 changeaccounts 1
- AccountsAnnual report for 2023 published
20233 changesaddress 1 · accounts 1 · industry 1
- AddressMoved to Flæsketorvet 68, 1, 1711 København V
- AccountsAnnual report for 2022 published
- IndustryIndustry changed to Retail sale of watches and jewellery (477700)
20221 changeaccounts 1
- AccountsAnnual report for 2021 published
20212 changesindustry 1 · accounts 1
- IndustryIndustry changed to Detailhandel via Internettet med digitale produkter (479120)
- AccountsAnnual report for 2020 published
20166 changesaddress 2 · industry 1 · founded 1 · management 1 · ownership 1
- AddressMoved to Strandlodsvej 9A, 2. tv, 2300 København S
- AddressMoved to Strandlodsvej 9A, 2300 København S
- IndustryIndustry changed to Detailhandel med tøj, sko, lædervarer, ure eller babyudstyr via internet (479116)
- FoundedRegistered as Mermaid Stories ApS
- ManagementVictoria Weber appointed director
- OwnershipConcepts & Stories ApS registered as owner (100%)
Related companies
Same industry in København
- Bucherer Denmark ApS116 employees
- Maanesten A/S107 employees
- Plaza Ure & Smykker A/S93 employees
- Pico ApS50 employees
- Sisi Copenhagen ApS44 employees
- ENAMEL Copenhagen ApS31 employees
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. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.