State Of Wow ApS
Private limited companyCVR 27631355HvidovreActive
State Of Wow ApS is a private limited company, based in Hvidovre, active in wholesale of clothing, founded in 2004. The company made a loss in both 2024 and 2025, most recently DKK 4.7m. Equity fell to DKK 1.9m in 2025. 6 people are registered in the company's management and ownership.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit fell 14% (2024 → 2025), to DKK 11.4m.
- The loss grew: from DKK 1.1m to DKK 4.7m (2024 → 2025).
- Equity fell 71% (2024 → 2025), to DKK 1.9m.
Employees
- 10 fewer employees than a year earlier: 2 (08/2026) against 12 (08/2025).
Management and owners, last 24 months
- New in management: Glenn Michael Helmuth (board member, 12/11/2025), Allan Muff (ceo, 02/01/2026) and Lone Ogård Rasmussen (chair of the board, 02/01/2026) (+3).
- Stepped down: Allan Muff (chair of the board, 02/01/2026), Henrik Aaen Kastberg (ceo, 02/01/2026) and Lone Ogård Rasmussen (board member, 01/01/2026) (+1).
Registrations, last 24 months
- 20/03/2026: Merger registered in CVR
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 | 5,762 | 10,339 | 4,519 | 12,157 | 13,215 | 11,393 | −13.8% |
| Operating profit (EBIT) | −817 | 3,812 | −2,839 | −2,438 | −317 | −4,152 | −1,208.7% |
| Profit before tax | −1,108 | 5,389 | −320 | −3,100 | −1,328 | −4,551 | −242.8% |
| Net profit | −876 | 4,561 | 419 | −2,761 | −1,131 | −4,652 | −311.3% |
| Total assets | 10,618 | 29,437 | 30,482 | 28,482 | 30,706 | 22,463 | −26.8% |
| Equity | 2,071 | 9,413 | 10,448 | 7,674 | 6,541 | 1,897 | −71% |
| Liabilities | 8,547 | 19,843 | 19,947 | 20,808 | 24,165 | 20,567 | −14.9% |
| Cash and cash equivalents | 238 | 3,605 | 25 | 963 | 131 | 448 | +242.9% |
| Average number of employees | 13 | 12 | 12 | 27 | 8 | 23 | +187.5% |
Source: annual reports filed with the Danish Business Authority (XBRL). Group figures; 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 3 years in a row
Net result has been negative in 2023–2025.
How is this calculated?
Net result is negative in the two or more latest annual reports in a row.
Equity fell sharply
Equity fell 71% from 2024 to 2025 (DKK 6.5m to DKK 1.9m).
How is this calculated?
Equity has fallen by at least 30% from the previous annual report, and it was positive the year before.
Low equity ratio
Equity makes up 8% 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| Financial year | Period | Published | Figures for | Documents |
|---|---|---|---|---|
| 2025 | 01/01/2025 – 31/12/2025 | 26/06/2026 | The group | PDF not statedXBRL |
| 2024 | 01/01/2024 – 31/12/2024 | 20/06/2025 | The group | PDFXBRL |
| 2023 | 01/01/2023 – 31/12/2023 | 30/05/2024 | The group | PDFXBRL |
| 2022 | 01/01/2022 – 31/12/2022 | 11/05/2023 | The company | PDFXBRL |
| 2021 | 01/01/2021 – 31/12/2021 | 06/04/2022 | The company | PDFXBRL |
| 2020 | 01/05/2019 – 30/04/2020 | 17/05/2021 | 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
356 companies in the databaseComparison with the other companies in wholesale of clothing based on the latest financial year.
Industry median: gross profit DKK 3.9m, net profit DKK 258k, equity DKK 3.4m, 5 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. 3,845of 69,742 Better than 94% | No. 25,035of 69,964 Better than 64% |
| Same industry and fewer than 20 employees258 companies in the comparison | No. 18of 258 Better than 93% | No. 118of 258 Better than 54% |
| Companies that are between 15 and 29 years old24,910 companies in the comparison | No. 5,389of 24,791 Better than 78% | No. 14,871of 24,909 Better than 40% |
| All companies of type ApS66,508 companies in the comparison | No. 5,157of 66,379 Better than 92% | No. 21,141of 66,505 Better than 68% |
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 clothing- State Of Wow ApSDKK 11.4m
- DK Company A/SDKK 2.9bn
- Sports Connection ApSDKK 439.2m
- State Of Wow ApS−DKK 4.7m
- DK Company A/SDKK 309.3m
- Sports Connection ApSDKK 315.1m
- State Of Wow ApSDKK 1.9m
- DK Company A/SDKK 1.3bn
- Sports Connection ApSDKK 620.5m
- State Of Wow ApS2
- DK Company A/S467
- Sports Connection ApS76
Latest financial year per company. Choose up to three companies from the largest in the industry.
Owners and group
from the Public Ownership Register- Allan Muff Holding ApS66.67%
- Haaen ApS15%
- Mollbach Holding ApS10%
Subsidiaries are shown only if they are in the database.
Management
5 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Allan Muff | CEO | 02/01/2026 |
Board of directors
| Name | Role | Appointed |
|---|---|---|
| Glenn Michael Helmuth | Board member | 12/11/2025 |
| Lone Ogård Rasmussen | Chair of the board | 02/01/2026 |
| Henrik Aaen Kastberg | Board member | 02/01/2026 |
| Kasper Høj Rasmussen | Board member | 02/01/2026 |
- Founders
- Muff Holding ApS
Former management (12)
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| Allan Muff | Director | 04/03/2004 | 18/09/2017 |
| Allan Muff | Board member | 12/01/2005 | 04/05/2006 |
| Martin Weber | Chair of the board | 12/01/2005 | 04/05/2006 |
| Glenn Michael Helmuth | Board member | 12/01/2005 | 04/05/2006 |
| Allan Muff | Chair of the board | 18/09/2017 | 02/01/2026 |
| Jan Werner Møllbach | CEO | 18/09/2017 | 01/09/2023 |
| Glenn Michael Helmuth | Board member | 18/09/2017 | 30/12/2022 |
| Thomas Einar Söderlund | Board member | 07/01/2021 | 01/10/2023 |
| Henning Nielsen | Board member | 30/12/2022 | 01/06/2024 |
| Henrik Aaen Kastberg | CEO | 01/09/2023 | 02/01/2026 |
| Lone Ogård Rasmussen | Board member | 01/10/2023 | 01/01/2026 |
| Steffen Vestberg Hjaltelin | Board member | 01/03/2025 | 01/10/2025 |
Signing rule: Selskabet tegnes af en direktør og et bestyrelsesmedlem i forening.
Address and production units
1 active production unitsFilmbyen 16
2650 Hvidovre
Hvidovre Municipality · Postcode 2650
Other companies at the address (1)
- WOW Innovation ApSWholesale of clothing
| Production unit | Address | Employees | P number |
|---|---|---|---|
| STATE OF WOW ApS | Filmbyen 16, 2650 Hvidovre | 2 | 1010438213 |
Purpose
Selskabets formål er at sælge, markedsføre og distribuere internationale mærkevarer på det nordiske marked samt direkte eller indirekte at drive anden virksomhed, der efter direktørens skøn er forbunden dermed.
The purpose is quoted from the register in Danish.
Changes year by year
63 registered events20269 changesaccounts 1 · merger 1 · management 7
- AccountsAnnual report for 2025 published
- MergerMerger registered in CVR
- ManagementKasper Høj Rasmussen appointed board member
- ManagementHenrik Aaen Kastberg appointed board member
- ManagementLone Ogård Rasmussen appointed chair of the board
- ManagementAllan Muff appointed ceo
- ManagementHenrik Aaen Kastberg stepped down as ceo
- ManagementAllan Muff stepped down as chair of the board
- ManagementLone Ogård Rasmussen stepped down as board member
20254 changesmanagement 3 · accounts 1
- ManagementGlenn Michael Helmuth appointed board member
- ManagementSteffen Vestberg Hjaltelin stepped down as board member
- AccountsAnnual report for 2024 published
- ManagementSteffen Vestberg Hjaltelin appointed board member
20242 changesmanagement 1 · accounts 1
- ManagementHenning Nielsen stepped down as board member
- AccountsAnnual report for 2023 published
202311 changesmanagement 4 · ownership 6 · accounts 1
- ManagementLone Ogård Rasmussen appointed board member
- ManagementThomas Einar Söderlund stepped down as board member
- OwnershipALLAN MUFF HOLDING ApS registered as owner (66.67%)
- OwnershipMollbach Holding ApS registered as owner (10%)
- OwnershipHaaen ApS registered as owner (15%)
- OwnershipSOS Company AB is no longer registered as owner
- OwnershipALLAN MUFF HOLDING ApS is no longer registered as owner
- OwnershipMollbach Holding ApS is no longer registered as owner
- ManagementHenrik Aaen Kastberg appointed ceo
- ManagementJan Werner Møllbach stepped down as ceo
- AccountsAnnual report for 2022 published
20225 changesmanagement 2 · address 2 · accounts 1
- ManagementHenning Nielsen appointed board member
- ManagementGlenn Michael Helmuth stepped down as board member
- AddressMoved to Filmbyen 16, 2650 Hvidovre
- AddressMoved to Filmbyen 16, 2650 Hvidovre
- AccountsAnnual report for 2021 published
20216 changesaccounts 1 · management 1 · capital 1 · ownership 3
- AccountsAnnual report for 2020 published
- ManagementThomas Einar Söderlund appointed board member
- CapitalShare capital changed from 3,000,000 DKK to 4,000,000 DKK
- OwnershipALLAN MUFF HOLDING ApS registered as owner (50%)
- OwnershipSOS Company AB registered as owner (25%)
- OwnershipALLAN MUFF HOLDING ApS is no longer registered as owner
20191 changename 1
- NameName changed from WOW ApS to STATE OF WOW ApS
20186 changesownership 5 · capital 1
- OwnershipJan Werner Møllbach registered as owner (10%)
- OwnershipJan Werner Møllbach is no longer registered as owner
- OwnershipMollbach Holding ApS registered as owner (10%)
- OwnershipALLAN MUFF HOLDING ApS registered as owner (90%)
- OwnershipALLAN MUFF HOLDING ApS is no longer registered as owner
- CapitalShare capital changed from 125,000 DKK to 3,000,000 DKK
20174 changesmanagement 4
- ManagementAllan Muff appointed chair of the board
- ManagementGlenn Michael Helmuth appointed board member
- ManagementJan Werner Møllbach appointed ceo
- ManagementAllan Muff stepped down as director
20121 changeaddress 1
- AddressMoved to Filmbyen 16, 2650 Hvidovre
20081 changename 1
- NameName changed from WOW INNOVATION ApS to WOW ApS
20072 changesownership 1 · address 1
- OwnershipALLAN MUFF HOLDING ApS registered as owner (100%)
- AddressMoved to Harsdorffsvej 8B, 1874 Frederiksberg C
20064 changesaddress 1 · management 3
- AddressMoved to Grønlandsvej 15, 4681 Herfølge
- ManagementAllan Muff stepped down as board member
- ManagementGlenn Michael Helmuth stepped down as board member
- ManagementMartin Weber stepped down as chair of the board
20054 changesaddress 1 · management 3
- AddressMoved to Literbuen 12B, 2740 Skovlunde
- ManagementAllan Muff appointed board member
- ManagementGlenn Michael Helmuth appointed board member
- ManagementMartin Weber appointed chair of the board
20043 changesindustry 1 · founded 1 · management 1
- IndustryIndustry changed to Engroshandel med beklædning (514210)
- FoundedRegistered as WOW INNOVATION ApS
- ManagementAllan Muff appointed director
Related companies
Same industry in Hvidovre
- Feiber A/S25 employees
- Casall Danmark ApS8 employees
- M. J. Michaelsen A/S8 employees
- WOW Innovation ApS5 employees
- Scandiwear ApS3 employees
- Tiebreak Int. ApS2 employees
Same people in management
- H & M Hennes & Mauritz A/Svia Henrik Aaen Kastberg
- The Army Painter ApSvia Henning Nielsen
- A/S Bryggeriet Vestfyenvia Henning Nielsen
- Nailster A/Svia Henning Nielsen
- Donatzky & Partnere Advokatfirma P/Svia Martin Weber
- Bisgaard Sko A/Svia Henning Nielsen
Largest in the industry
- DK Company A/SDKK 2.9bn
- Sports Connection ApSDKK 439.2m
- DK Company Cph A/SDKK 301.6m
- Sports Group Denmark A/SDKK 266.2m
- Soya Group A/SDKK 236.1m
- Rexholm A/SDKK 199m
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.