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Plaza Ure & Smykker A/S

Public limited companyCVR 19029484København KActive

Plaza Ure & Smykker A/S is a public limited company, based in København K, active in retail sale of watches and jewellery, founded in 1996. Equity was negative at the end of 2025 (−DKK 154k). The company went from a profit in 2024 to a loss of DKK 946k in 2025. Operations are spread over 13 production units in 11 towns.

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Key figures · financial year 2025

Gross profitDKK 18.6m+5.2% vs. 2024
Net profit−DKK 946k
Equity−DKK 154k−119.4% vs. 2024
Employees93latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 5% (2024 → 2025), to DKK 18.6m.
  • Net profit went from a profit of DKK 0 to a loss of DKK 946k (2024 → 2025).
  • Equity turned negative: −DKK 154k (2024 → 2025).

Employees

  • 9 more employees than a year earlier: 93 (08/2026) against 84 (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 thousand

Equity and net profit

−DKK 4m−DKK 3m−DKK 2m−DKK 1mDKK 0DKK 1mDKK 2mDKK 3m202020212022202320242025
EquityNet profit
Financial figures for Plaza Ure & Smykker A/S
202020212022202320242025Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit17,56519,29019,66014,21017,65718,574+5.2%
Operating profit (EBIT)−4,419−984−1,695−6,036−870−2,146−146.8%
Profit before tax−5,233−1,795−2,9012,5240−946–
Net profit−3,568−1,411−2,52800−946–
Total assets50,19852,14149,38040,20842,99440,900−4.9%
Equity2323,321793793793−154−119.4%
Liabilities49,96648,56248,23539,18641,97240,899−2.6%
Cash and cash equivalents2,183107164–565373−34%
Average number of employees49454846430−100%

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

DKK 0DKK 2mDKK 4mDKK 6mDKK 8mDKK 10mDKK 12mDKK 14mDKK 16mDKK 18mDKK 20m202020212022202320242025
Gross profitMedian, the industry (242 companies)

Signals from the financial statements

calculated from the 2025 figures

  • Negative equity

    Equity was −DKK 154k at the end of 2025.

    How is this calculated?

    Equity in the latest annual report is below zero.

  • Fewer employees

    The number of employees fell 100% from 43 in 2024 to 0 in 2025.

    How is this calculated?

    The number of employees according to the annual report has fallen by at least 25%, and was at least 10 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
Annual reports for Plaza Ure & Smykker A/S
Financial yearPeriodPublishedFigures forDocuments
202501/01/2025 – 31/12/202526/06/2026The companyPDF not statedXBRL
202401/01/2024 – 31/12/202406/06/2025The companyPDFXBRL
202301/01/2023 – 31/12/202324/06/2024The companyPDFXBRL
202201/01/2022 – 31/12/202203/05/2023The companyPDFXBRL
202101/01/2021 – 31/12/202113/04/2022The companyPDFXBRL
202001/01/2020 – 31/12/202012/07/2021The 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
02040608010009/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/2608/26
Employees

Position in the industry

242 companies in the database

Comparison with the other companies in retail sale of watches and jewellery based on the latest financial year.

Gross profitDKK 18.6mNo. 12 of 242
Better than 95% of the companies in the industry
Equity−DKK 154kNo. 219 of 242
Better than 10% of the companies in the industry
Number of employees93No. 224 of 242
Better than 7% of the companies in the industry

Industry median: gross profit DKK 1.9m, net profit DKK 168k, equity DKK 1.6m, 3 employees.

DKK 100kDKK 595kDKK 3.5mDKK 21mDKK 69.1mHere
Distribution of gross profit for 227 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. 3,302of 4,412
Better than 25%
No. 4,242of 4,466
Better than 5%
Companies that are at least 30 years old10,276 companies in the comparison
No. 2,972of 10,152
Better than 71%
No. 9,941of 10,275
Better than 3%
All companies of type A/S18,025 companies in the comparison
No. 6,284of 17,786
Better than 65%
No. 17,195of 18,024
Better than 5%

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
Gross profit
  1. Plaza Ure & Smykker A/SDKK 18.6m
  2. Vibholm Guld og Sølv ApSDKK 125.2m
  3. Pilgrim A/SDKK 113.9m
Net profit
  1. Plaza Ure & Smykker A/S−DKK 946k
  2. Vibholm Guld og Sølv ApSDKK 24.8m
  3. Pilgrim A/SDKK 6.9m
Equity
  1. Plaza Ure & Smykker A/S−DKK 154k
  2. Vibholm Guld og Sølv ApSDKK 77.3m
  3. Pilgrim A/SDKK 83m
Employees
  1. Plaza Ure & Smykker A/S93
  2. Vibholm Guld og Sølv ApS312
  3. 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
Owners
  • P/Z Holding A/S100%
Plaza Ure & Smykker A/S

Management

4 active registrations

Executive management

Executive management at Plaza Ure & Smykker A/S
NameRoleAppointed
Aske Stenfeldt FrederiksenCEO01/05/2023

Board of directors

Board of directors at Plaza Ure & Smykker A/S
NameRoleAppointed
Anders MarcusBoard member04/05/2018
Peter Krogsgaard JørgensenChair of the board04/05/2018
Jacob StæhrBoard member28/04/2023
Auditor
Kreston CM Statsautoriseret Revisions interessentskab
Founders
Gorrissen Federspiel Komplementar Advokatanpartsselskab
Former management (26)
Former management at Plaza Ure & Smykker A/S
NameRoleAppointedResigned
Klaus SøgaardBoard member08/01/199615/05/1996
Klaus SøgaardDirector08/01/199615/05/1996
Jan-Erik Gunnar SvenssonChair of the board08/01/199615/05/1996
Klaus RygaardBoard member08/01/199622/07/1997
Klaus RygaardDirector08/01/199622/07/1997
Troels Elkiær AndersenBoard member08/01/199601/01/1997
Bjarne HeidtmannBoard member01/01/199718/11/1997
Bjarne StæhrBoard member22/07/199728/04/2023
Thomas LüscherDirector22/07/199701/02/2006
Anne StæhrBoard member18/11/199721/04/2010
Steen Erik MønstedChair of the board01/11/200421/04/2010
René FrandsenCEO01/02/200608/11/2010
Niels Thomas HeeringBoard member21/04/201010/10/2011
Helle TiedemannDirector08/11/201011/10/2011
Ulrik BülowBoard member17/01/201125/08/2015
Søren Flemming LarsenDirector11/10/201101/08/2012
Thomas Dusinius KronevaldDirector01/08/201210/09/2013
Søren Flemming LarsenBoard member16/10/201210/09/2013
Kai Gustav PieneBoard member10/09/201317/04/2018
Kai Gustav PieneCEO10/09/201317/04/2018
Helge BjørklundChair of the board10/09/201317/04/2018
Anders MarcusChair of the board17/04/201803/05/2018
Peter Krogsgaard JørgensenBoard member17/04/201803/05/2018
Peter Krogsgaard JørgensenDirector17/04/201804/05/2018
Rasmus RaskBoard member04/05/201828/04/2023
Hanne Holm NørgaardDirector04/05/201830/04/2023

Signing rule: Selskabet tegnes af to medlemmer af bestyrelsen i forening eller af et medlem af bestyrelsen i forening med en direktør.

Address and production units

13 active production units

Sankt Peders Stræde 28C
1453 København K

København Municipality · Postcode 1453

Other companies at the address (2)

Production units
Production unitAddressEmployeesP number
PLAZA URE & SMYKKER A/S HovedkontorSankt Peders Stræde 28C, 1, 1453 København K321003087335
Plaza RødovreRødovre Centrum 1M, st. 185, 2610 Rødovre81023293117
PLAZA URE & SMYKKER A/S FREDERIKSBERG CENTRETFalkoner Alle 21, 2000 Frederiksberg71004095226
PLAZA URE & SMYKKER A/S HillerødSlotsarkaderne 121, 3400 Hillerød61003087360
PLAZA URE & SMYKKER A/S MagasinImmervad 4-8, 8000 Aarhus C61011511356
PLAZA URE & SMYKKER A/S Magasin, Kgs. NytorvKongens Nytorv 13, 1050 København K61009935939
Plaza Ure og Smykker Kolding StorcenterSkovvangen 42, 6000 Kolding61025197190
PLAZA URE & SMYKKER A/S SlagelseVestsjællandscentret 10A, st. 21, 4200 Slagelse51004127704
PLAZA URE & SMYKKER - HørsholmHørsholm Midtpunkt 2, st. 51, 2970 Hørsholm41022377244
PLAZA URE & SMYKKER - Lyngby StorcenterLyngby Storcenter 1, kl. 1, 2800 Kongens Lyngby41003087384
Plaza Ure & Smykker OdenseØrbækvej 75, 5220 Odense SØ41015714502
PLAZA URE & SMYKKER A/S GlostrupGlostrup Shoppingcenter 112, 2600 Glostrup31003087359
Plaza Ure og Smykker - WebshopSankt Peders Stræde 28C, 1, 1453 København K21021401249

Purpose

Selskabets formål er at drive virksomhed indenfor handel og industri og anden dermed i forbindelse stående virksomhed.

The purpose is quoted from the register in Danish.

Changes year by year

89 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 watches and jewellery (477700)
20241 changeaccounts 1
  • Annual report for 2023 published
20237 changesaddress 1 · accounts 1 · management 5
  • Moved to Sankt Peders Stræde 28C, 1, 1453 København K
  • Annual report for 2022 published
  • Aske Stenfeldt Frederiksen appointed ceo
  • Hanne Holm Nørgaard stepped down as director
  • Jacob Stæhr appointed board member
  • Rasmus Rask stepped down as board member
  • Bjarne Stæhr stepped down as board member
20222 changesaddress 1 · accounts 1
  • Moved to Balticagade 12A, 8000 Aarhus C
  • Annual report for 2021 published
20214 changesaccounts 1 · capital 1 · address 2
  • Annual report for 2020 published
  • Share capital changed from 23,626,000 DKK to 28,126,000 DKK
  • Moved to Balticagade 12A, 8000 Aarhus C
  • Moved to Balticagade 10B, st, 8000 Aarhus C
20191 changeaddress 1
  • Moved to Søndergade 44, 8000 Aarhus C
201813 changesmanagement 13
  • Rasmus Rask appointed board member
  • Peter Krogsgaard Jørgensen appointed chair of the board
  • Anders Marcus appointed board member
  • Hanne Holm Nørgaard appointed director
  • Peter Krogsgaard Jørgensen stepped down as director
  • Peter Krogsgaard Jørgensen stepped down as board member
  • Anders Marcus stepped down as chair of the board
  • Peter Krogsgaard Jørgensen appointed board member
  • Peter Krogsgaard Jørgensen appointed director
  • Anders Marcus appointed chair of the board
  • Kai Gustav Piene stepped down as ceo
  • Helge Bjørklund stepped down as chair of the board
  • Kai Gustav Piene stepped down as board member
20164 changesownership 4
  • P/Z Holding A/S registered as owner (100%)
  • O/Z Holding A/S is no longer registered as owner
  • S/B Holding A/S is no longer registered as owner
  • O/Z Holding A/S registered as owner (50%)
20154 changesownership 3 · management 1
  • S/B Holding A/S registered as owner (50%)
  • STÆHR HOLDING A/S is no longer registered as owner
  • Bjørklund Norge AS is no longer registered as owner
  • Ulrik Bülow stepped down as board member
20143 changescapital 1 · ownership 2
  • Share capital changed from 8,500,000 DKK to 23,626,000 DKK
  • STÆHR HOLDING A/S registered as owner (25%)
  • Bjørklund Norge AS registered as owner (66.67%)
20136 changesmanagement 5 · capital 1
  • Kai Gustav Piene appointed ceo
  • Helge Bjørklund appointed chair of the board
  • Kai Gustav Piene appointed board member
  • Søren Flemming Larsen stepped down as board member
  • Thomas Dusinius Kronevald stepped down as director
  • Share capital changed from 8,250,000 DKK to 8,500,000 DKK
20124 changesmanagement 3 · address 1
  • Søren Flemming Larsen appointed board member
  • Thomas Dusinius Kronevald appointed director
  • Søren Flemming Larsen stepped down as director
  • Moved to Grusbakken 14, 2820 Gentofte
20115 changesmanagement 4 · capital 1
  • Søren Flemming Larsen appointed director
  • Helle Tiedemann stepped down as director
  • Niels Thomas Heering stepped down as board member
  • Share capital changed from 7,000,000 DKK to 8,250,000 DKK
  • Ulrik Bülow appointed board member
20105 changesmanagement 5
  • Helle Tiedemann appointed director
  • René Frandsen stepped down as ceo
  • Niels Thomas Heering appointed board member
  • Steen Erik Mønsted stepped down as chair of the board
  • Anne Stæhr stepped down as board member
20091 changecapital 1
  • Share capital changed from 6,000,000 DKK to 7,000,000 DKK
20081 changeindustry 1
  • Industry changed to Retail sale of watches and jewellery (477700)
20062 changesmanagement 2
  • René Frandsen appointed ceo
  • Thomas Lüscher stepped down as director
20041 changemanagement 1
  • Steen Erik Mønsted appointed chair of the board
20031 changecapital 1
  • Share capital changed from 5,000,000 DKK to 6,000,000 DKK
19979 changescapital 1 · management 8
  • Share capital changed from 3,000,000 DKK to 5,000,000 DKK
  • Anne Stæhr appointed board member
  • Bjarne Heidtmann stepped down as board member
  • Bjarne Stæhr appointed board member
  • Thomas Lüscher appointed director
  • Klaus Rygaard stepped down as director
  • Klaus Rygaard stepped down as board member
  • Bjarne Heidtmann appointed board member
  • Troels Elkiær Andersen stepped down as board member
199612 changescapital 1 · name 1 · management 9 · founded 1
  • Share capital changed from 500,000 DKK to 3,000,000 DKK
  • Name changed from GFJURA 51 A/S to PLAZA URE & SMYKKER A/S
  • Klaus Søgaard stepped down as director
  • Jan-Erik Gunnar Svensson stepped down as chair of the board
  • Klaus Søgaard stepped down as board member
  • Registered as GFJURA 51 A/S
  • Klaus Søgaard appointed director
  • Troels Elkiær Andersen appointed board member
  • Klaus Rygaard appointed director
  • Klaus Rygaard appointed board member
  • Jan-Erik Gunnar Svensson appointed chair of the board
  • Klaus Søgaard appointed board member

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Same people in management

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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.

View in CVRReport a correction