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Salon Direct ApS

Private limited companyCVR 34230307HelsingeActive

Salon Direct ApS is a private limited company, based in Helsinge, active in wholesale of perfume and cosmetics, founded in 2012. Net profit fell 25% from 2024 to 2025, ending at DKK 394k. Operations are spread over 3 production units in 3 towns.

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Key figures · financial year 2025

Gross profitDKK 2.9m+11.8% vs. 2024
Net profitDKK 394k−24.7% vs. 2024
EquityDKK 4.8m+2.7% vs. 2024
Employees8latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 12% (2024 → 2025), to DKK 2.9m.
  • Net profit fell 25% (2024 → 2025), to DKK 394k.
  • Equity rose 3% (2024 → 2025), to DKK 4.8m.

Employees

  • 2 more employees than a year earlier: 8 (08/2026) against 6 (08/2025).

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 0DKK 1mDKK 2mDKK 3mDKK 4mDKK 5m202020212022202320242025
EquityNet profit
Financial figures for Salon Direct ApS
202020212022202320242025Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit3,3802,8202,5342,6222,6362,948+11.8%
Operating profit (EBIT)826239539713877727−17.2%
Profit before tax67099326499670505−24.6%
Net profit67099400381523394−24.7%
Total assets7,5426,9657,7017,8638,3439,006+7.9%
Equity3,9543,8234,2224,3634,6424,766+2.7%
Liabilities3,5893,1423,4793,5003,7014,236+14.5%
Cash and cash equivalents1,3831841,2591,5353,3263,094−7%
Average number of employees565445+25%

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 1mDKK 2mDKK 3mDKK 4m202020212022202320242025
Gross profitMedian, the industry (126 companies)

Signals from the financial statements

calculated from the 2025 figures

  • Profit for five years in a row

    Net result has been positive in 2021–2025.

    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 Salon Direct ApS
Financial yearPeriodPublishedFigures forDocuments
202501/01/2025 – 31/12/202513/04/2026The companyPDF not statedXBRL
202401/01/2024 – 31/12/202404/04/2025The companyPDFXBRL
202301/01/2023 – 31/12/202324/06/2024The companyPDFXBRL
202201/01/2022 – 31/12/202205/07/2023The companyPDFXBRL
202101/01/2021 – 31/12/202111/07/2022The companyPDFXBRL
202001/01/2020 – 31/12/202020/04/2021The 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
0246809/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/2608/26
Employees

Position in the industry

126 companies in the database

Comparison with the other companies in wholesale of perfume and cosmetics based on the latest financial year.

Gross profitDKK 2.9mNo. 71 of 126
Better than 44% of the companies in the industry
EquityDKK 4.8mNo. 54 of 126
Better than 58% of the companies in the industry
Number of employees8No. 64 of 126
Better than 50% of the companies in the industry

Industry median: gross profit DKK 3.4m, net profit DKK 191k, equity DKK 2.6m, 6 employees.

DKK 100kDKK 1.1mDKK 12.2mDKK 134.3mDKK 665.5mHere
Distribution of gross profit for 117 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 fewer than 20 employees69,967 companies in the comparison
No. 22,986of 69,742
Better than 67%
No. 14,601of 69,964
Better than 79%
Same industry and fewer than 20 employees98 companies in the comparison
No. 43of 98
Better than 57%
No. 27of 98
Better than 73%
Companies that are between 5 and 14 years old33,688 companies in the comparison
No. 13,252of 33,588
Better than 61%
No. 6,297of 33,687
Better than 81%
All companies of type ApS66,508 companies in the comparison
No. 22,664of 66,379
Better than 66%
No. 11,640of 66,505
Better than 82%

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

Wholesale of perfume and cosmetics
Gross profit
  1. Salon Direct ApSDKK 2.9m
  2. L'oréal Danmark A/SDKK 1.5bn
  3. Estee Lauder Cosmetics A/SDKK 311.8m
Net profit
  1. Salon Direct ApSDKK 394k
  2. L'oréal Danmark A/SDKK 635.6m
  3. Estee Lauder Cosmetics A/SDKK 113.1m
Equity
  1. Salon Direct ApSDKK 4.8m
  2. L'oréal Danmark A/SDKK 897.7m
  3. Estee Lauder Cosmetics A/SDKK 673.6m
Employees
  1. Salon Direct ApS8
  2. L'oréal Danmark A/S660
  3. Estee Lauder Cosmetics A/S171

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
Salon Direct ApS

Management

2 active registrations

Executive management

Executive management at Salon Direct ApS
NameRoleAppointed
Henrik HeibergCEO04/10/2012
Kim Gyldholm HansenDirector20/12/2013
Founders
Britt Boye Heiberg
Former management (1)
Former management at Salon Direct ApS
NameRoleAppointedResigned
Britt Boye HeibergCEO17/02/201204/10/2012

Signing rule: Selskabet tegnes af den samlede direktion

Address and production units

3 active production units

Bymosevej 15
3200 Helsinge

Gribskov Municipality · Postcode 3200

Production units
Production unitAddressEmployeesP number
Bymosevej 15Bymosevej 15, 3200 Helsinge41023278150
SALON DIRECT ApSSkovvej 35, 3400 Hillerød21017486809
HAIRSTORE by SDHøje Taastrup Boulevard 46, 2630 Taastrup11024502151

Purpose

Selskabets formål er handel og dermed beslægtet virksomhed

The purpose is quoted from the register in Danish.

Changes year by year

16 registered events
20261 changeaccounts 1
  • Annual report for 2025 published
20251 changeaccounts 1
  • Annual report for 2024 published
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
20181 changeaddress 1
  • Moved to Bymosevej 15, 3200 Helsinge
20132 changesmanagement 1 · ownership 1
  • Kim Gyldholm Hansen appointed director
  • KG INVEST 2013 ApS registered as owner (50%)
20127 changesaddress 1 · name 1 · management 3 · ownership 1 · founded 1
  • Moved to Skovvej 35, 3400 Hillerød
  • Name changed from BBG HANDEL ApS to SALON DIRECT ApS
  • Henrik Heiberg appointed ceo
  • Britt Boye Heiberg stepped down as ceo
  • HH INVEST 2012 ApS registered as owner (50%)
  • Registered as BBG HANDEL ApS
  • Britt Boye Heiberg appointed ceo

Related companies

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 24/10/2026.

View in CVRReport a correction