WeArePhoenix ApS
Private limited companyCVR 40780378København VActive
WeArePhoenix ApS is a private limited company, based in København V, active in retail sale of clothing, founded in 2019. Equity was negative at the end of 2025 (−DKK 2.4m). The company made a loss in both 2024 and 2025, most recently DKK 224k.
Key figures · financial year 2025
What has changed
calculated from recorded figures and datesFinancials: 2025 against 2024
- Gross profit fell 59% (2024 → 2025), to DKK 163k.
- The loss got smaller: from DKK 265k to DKK 224k (2024 → 2025).
Employees
- 1 fewer employees than a year earlier: 3 (07/2026) against 4 (07/2025).
Registrations, last 24 months
- 01/01/2025: Industry changed to Retail sale of clothing (477110)
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 | 113 | 130 | 472 | 9 | 398 | 163 | −59.1% |
| Operating profit (EBIT) | −267 | −696 | −75 | −402 | −111 | −51 | +54% |
| Profit before tax | −367 | – | – | – | −265 | −224 | +15.3% |
| Net profit | −367 | −780 | −232 | −573 | −265 | −224 | +15.3% |
| Total assets | 1,111 | 906 | 691 | 1,574 | 769 | 670 | −12.9% |
| Equity | −327 | −1,108 | −1,340 | −1,913 | −2,178 | −2,402 | −10.3% |
| Liabilities | 1,438 | 2,014 | 2,030 | 3,487 | 2,947 | 3,072 | +4.3% |
| Cash and cash equivalents | – | – | – | 800 | 35 | 0 | −99.9% |
| Average number of employees | 2 | 3 | 1 | 2 | 2 | 0 | −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
Signals from the financial statements
calculated from the 2025 figuresNegative equity
Equity was −DKK 2.4m at the end of 2025.
How is this calculated?
Equity in the latest annual report is below zero.
Loss for 6 years in a row
Net result has been negative in 2020–2025.
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 | 01/01/2025 – 31/12/2025 | 15/06/2026 | The company | PDF not statedXBRL |
| 2024 | 01/01/2024 – 31/12/2024 | 29/06/2025 | The company | PDFXBRL |
| 2023 | 01/01/2023 – 31/12/2023 | 24/06/2024 | The company | PDFXBRL |
| 2022 | 01/01/2022 – 31/12/2022 | 14/07/2023 | The company | PDFXBRL |
| 2021 | 01/01/2021 – 31/12/2021 | 04/07/2022 | The company | PDFXBRL |
| 2020 | 12/09/2019 – 31/12/2020 | 15/07/2021 | 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
937 companies in the databaseComparison with the other companies in retail sale of clothing based on the latest financial year.
Industry median: gross profit DKK 1.3m, net profit DKK 76,336, equity DKK 784k, 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. 60,021of 69,742 Better than 14% | No. 68,467of 69,964 Better than 2% |
| Same industry and fewer than 20 employees850 companies in the comparison | No. 758of 849 Better than 11% | No. 823of 850 Better than 3% |
| Companies that are between 5 and 14 years old33,688 companies in the comparison | No. 29,916of 33,588 Better than 11% | No. 32,640of 33,687 Better than 3% |
| All companies of type ApS66,508 companies in the comparison | No. 57,731of 66,379 Better than 13% | No. 65,009of 66,505 Better than 2% |
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 clothing- WeArePhoenix ApSDKK 163k
- H & M Hennes & Mauritz A/SDKK 718.7m
- Pwt Group A/SDKK 407.4m
- WeArePhoenix ApS−DKK 224k
- H & M Hennes & Mauritz A/SDKK 106.2m
- Pwt Group A/SDKK 112.3m
- WeArePhoenix ApS−DKK 2.4m
- H & M Hennes & Mauritz A/SDKK 299.3m
- Pwt Group A/SDKK 283.1m
- WeArePhoenix ApS3
- H & M Hennes & Mauritz A/S2,767
- Pwt Group A/S522
Latest financial year per company. Choose up to three companies from the largest in the industry.
Owners and group
from the Public Ownership Register- Pia Anna Kierulff50%
- Mai-Britt Gamdrup Jonsen33.33%
Management
2 active registrationsExecutive management
| Name | Role | Appointed |
|---|---|---|
| Pia Anna Kierulff | Director | 12/09/2019 |
| Mai-Britt Gamdrup Jonsen | Director | 12/09/2019 |
- Founders
- Pia Anna Kierulff, Mai-Britt Gamdrup Jonsen
Signing rule: Selskabet tegnes af to direktører i forening.
Address and production units
1 active production unitsVesterbrogade 36
1620 København V
| Production unit | Address | Employees | P number |
|---|---|---|---|
| WeArePhoenix ApS | Vesterbrogade 36, st, 1620 København V | 4 | 1025027910 |
Purpose
Selskabets formål er at drive virksomhed med køb og salg af vintage tøj samt arbejde med udvikling af bæredygtige forretningskoncepter samt anden virksomhed, der står i 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 clothing (477110)
20241 changeaccounts 1
- AccountsAnnual report for 2023 published
20231 changeaccounts 1
- AccountsAnnual report for 2022 published
20222 changesaddress 1 · accounts 1
- AddressMoved to Vesterbrogade 36, st, 1620 København V
- AccountsAnnual report for 2021 published
20211 changeaccounts 1
- AccountsAnnual report for 2020 published
20201 changeaddress 1
- AddressMoved to Kronprinsensgade 9, st, 1114 København K
20197 changesaddress 2 · founded 1 · management 2 · ownership 2
- AddressMoved to Kronprinsensgade 9, st, 1114 København K
- AddressMoved to Gammel Kongevej 105, 1850 Frederiksberg C
- FoundedRegistered as WeArePhoenix ApS
- ManagementPia Anna Kierulff appointed director
- ManagementMai-Britt Gamdrup Jonsen appointed director
- OwnershipPia Anna Kierulff registered as owner (50%)
- OwnershipMai-Britt Gamdrup Jonsen registered as owner (33.33%)
Related companies
Same industry in København
- H & M Hennes & Mauritz A/S2,767 employees
- INDITEX Danmark A/S481 employees
- Lager 157 ApS220 employees
- Hunkemöller Danmark A/S209 employees
- Gina Tricot A/S198 employees
- Newyorker Danmark ApS105 employees
Largest in the industry
- H & M Hennes & Mauritz A/SDKK 718.7m
- Pwt Group A/SDKK 407.4m
- BESTSELLER Stores Denmark A/SDKK 279.7m
- INDITEX Danmark A/SDKK 239.9m
- Only Stores Denmark A/SDKK 135.2m
- Axel Kaufmann ApSDKK 123.7m
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.