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WePlayAgain A/S

Public limited companyCVR 42974919HasselagerActive

WePlayAgain A/S is a public limited company, based in Hasselager, active in retail sale of second-hand goods, founded in 2022. After a loss in 2024, the company made a profit of DKK 119k in 2025. With 18 employees, the company is about 9 times larger than the industry median. Equity grew to DKK 824k in 2025.

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Key figures · financial year 2025

Gross profitDKK 1.2m+1,158.1% vs. 2024
Net profitDKK 119k+565.2% vs. 2024
EquityDKK 824k+763.2% vs. 2024
Employees18latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 1,158% (2024 → 2025), to DKK 1.2m.
  • Net profit went from a loss of DKK 25,532 to a profit of DKK 119k (2024 → 2025).
  • Equity rose 763% (2024 → 2025), to DKK 824k.

Employees

  • 14 more employees than a year earlier: 18 (07/2026) against 4 (07/2025).

Management and owners, last 24 months

  • New in management: Søren Heilmann (chair of the board, 01/09/2025), Kenneth Stie (ceo, 01/09/2025) and Kenneth Stie (board member, 01/09/2025) (+1).
  • Stepped down: Søren Heilmann (director, 31/08/2025), Søren Heilmann (board member, 31/08/2025) and Kenneth Stie (chair of the board, 31/08/2025).
  • New owners registered: Mads Flemming Pedersen (23/03/2026), Kjøller A/S (23/03/2026) and WIT Capital ApS (23/03/2026) (+4).
  • No longer registered as owner: WIT Capital ApS (22/03/2026), Clandcar ApS (22/03/2026) and Golf Experten A/S (21/05/2025) (+2).

Registrations, last 24 months

  • 23/03/2026: Share capital changed from 444,000 DKK to 481,814 DKK
  • 17/02/2026: Moved to Birkegårdsvej 36B, 8361 Hasselager
  • 20/01/2025: Share capital changed from 400,000 DKK to 444,000 DKK
  • 01/01/2025: Industry changed to Retail sale of second-hand goods (477900)
  • 02/12/2024: Moved to Kløftehøj 3, 8680 Ry

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 2022–2025 · amounts in DKK thousand

Equity and net profit

−DKK 400k−DKK 200kDKK 0DKK 200kDKK 400kDKK 600kDKK 800k2022202320242025
EquityNet profit
Financial figures for WePlayAgain A/S
2022202320242025Change
Revenuenot statednot statednot statednot stated–
Gross profit–79971,220+1,158.1%
Operating profit (EBIT)−53−216−26119+564%
Profit before tax−61−218−26119+565.2%
Net profit−61−218−26119+565.2%
Total assets3754064881,548+217.1%
Equity33912195824+763.2%
Liabilities37285393724+84.3%
Cash and cash equivalents381641135+226.4%

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 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 200kDKK 400kDKK 600kDKK 800kDKK 1mDKK 1.2m2022202320242025
Gross profitMedian, the industry (113 companies)

Annual reports

4 financial years
Annual reports for WePlayAgain A/S
Financial yearPeriodPublishedFigures forDocuments
202501/01/2025 – 31/12/202525/06/2026The companyPDF not statedXBRL
202401/01/2024 – 31/12/202416/06/2025The companyPDF not statedXBRL
202301/01/2023 – 31/12/202327/06/2024The companyPDF not statedXBRL
202206/01/2022 – 31/12/202217/07/2023The companyPDF not statedXBRL

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
0246810121416182009/2210/2211/2212/2201/2302/2306/2307/2308/2309/2310/2311/2307/2408/2409/2410/2411/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

113 companies in the database

Comparison with the other companies in retail sale of second-hand goods based on the latest financial year.

Gross profitDKK 1.2mNo. 39 of 113
Better than 66% of the companies in the industry
EquityDKK 824kNo. 30 of 113
Better than 74% of the companies in the industry
Number of employees18No. 2 of 113
Better than 99% of the companies in the industry

Industry median: gross profit DKK 717k, net profit DKK 41,265, equity DKK 228k, 2 employees.

DKK 100kDKK 503kDKK 2.5mDKK 12.8mDKK 37.5mHere
Distribution of gross profit for 102 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. 41,050of 69,742
Better than 41%
No. 36,175of 69,964
Better than 48%
Same industry and fewer than 20 employees107 companies in the comparison
No. 33of 107
Better than 70%
No. 26of 107
Better than 76%
Companies that are founded within the last five years16,662 companies in the comparison
No. 8,117of 16,614
Better than 51%
No. 4,406of 16,661
Better than 74%
All companies of type A/S18,025 companies in the comparison
No. 15,440of 17,786
Better than 13%
No. 16,214of 18,024
Better than 10%

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 second-hand goods
Gross profit
  1. WePlayAgain A/SDKK 1.2m
  2. nofipa ApSDKK 64.2m
  3. El Recycling ApSDKK 15m
Net profit
  1. WePlayAgain A/SDKK 119k
  2. nofipa ApSDKK 28.9m
  3. El Recycling ApSDKK 1.5m
Equity
  1. WePlayAgain A/SDKK 824k
  2. nofipa ApSDKK 35.8m
  3. El Recycling ApSDKK 4.5m
Employees
  1. WePlayAgain A/S18
  2. nofipa ApS93
  3. El Recycling ApS66

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
  • Mads Flemming Pedersen10%
  • Kjøller A/S10%
  • WIT Capital ApS25%
  • Clandcar ApS33.33%
  • Mola LH Invest ApS5%
WePlayAgain A/S

Management

5 active registrations

Executive management

Executive management at WePlayAgain A/S
NameRoleAppointed
Kenneth StieCEO01/09/2025

Board of directors

Board of directors at WePlayAgain A/S
NameRoleAppointed
Mads Flemming PedersenBoard member01/08/2024
Søren HeilmannChair of the board01/09/2025
Kenneth StieBoard member01/09/2025
Morten LarsenBoard member26/05/2026
Founders
Mikael Belstrup, WIT Capital ApS, Clandcar ApS
Former management (5)
Former management at WePlayAgain A/S
NameRoleAppointedResigned
Søren HeilmannDirector06/01/202231/08/2025
Søren HeilmannBoard member06/01/202231/08/2025
Mikael BelstrupChair of the board06/01/202201/08/2024
Kenneth StieBoard member06/01/202231/07/2024
Kenneth StieChair of the board01/08/202431/08/2025

Signing rule: Selskabet tegnes af to bestyrelsesmedlemmer i forening.

Address and production units

1 active production units

Birkegårdsvej 36B
8361 Hasselager

Aarhus Municipality · Postcode 8361

Production units
Production unitAddressEmployeesP number
WePlayAgain A/SBirkegårdsvej 36B, 8361 Hasselager171027899273

Purpose

Selskabets formål er at udøve virksomhed med handel og service samt aktiviteter i tilknytning hertil.

The purpose is quoted from the register in Danish.

Changes year by year

44 registered events
202613 changesaccounts 1 · management 1 · capital 1 · ownership 9 · address 1
  • Annual report for 2025 published
  • Morten Larsen appointed board member
  • Share capital changed from 444,000 DKK to 481,814 DKK
  • Mads Flemming Pedersen registered as owner (10%)
  • Mola LH Invest ApS registered as owner (5%)
  • CLANDCAR ApS registered as owner (33.33%)
  • WIT Capital ApS registered as owner (25%)
  • Kjøller A/S registered as owner (10%)
  • Kjøller A/S is no longer registered as owner
  • Mads Flemming Pedersen is no longer registered as owner
  • CLANDCAR ApS is no longer registered as owner
  • WIT Capital ApS is no longer registered as owner
  • Moved to Birkegårdsvej 36B, 8361 Hasselager
202512 changesmanagement 6 · accounts 1 · ownership 3 · capital 1 · industry 1
  • Søren Heilmann appointed chair of the board
  • Kenneth Stie appointed board member
  • Kenneth Stie appointed ceo
  • Kenneth Stie stepped down as chair of the board
  • Søren Heilmann stepped down as director
  • Søren Heilmann stepped down as board member
  • Annual report for 2024 published
  • Kjøller A/S registered as owner (15%)
  • GOLF EXPERTEN A/S is no longer registered as owner
  • Mads Flemming Pedersen registered as owner (10%)
  • Share capital changed from 400,000 DKK to 444,000 DKK
  • Industry changed to Retail sale of second-hand goods (477900)
20249 changesaddress 2 · management 4 · accounts 1 · ownership 2
  • Moved to Kløftehøj 3, 8680 Ry
  • Moved to Farrevej 24, Voldby, 8450 Hammel
  • Mads Flemming Pedersen appointed board member
  • Kenneth Stie appointed chair of the board
  • Mikael Belstrup stepped down as chair of the board
  • Kenneth Stie stepped down as board member
  • Annual report for 2023 published
  • GOLF EXPERTEN A/S registered as owner (25%)
  • Mikael Belstrup is no longer registered as owner
20231 changeaccounts 1
  • Annual report for 2022 published
20229 changesaddress 1 · founded 1 · management 4 · ownership 3
  • Moved to Østre Fælledvej 16, 9400 Nørresundby
  • Registered as WePlayAgain A/S
  • Søren Heilmann appointed director
  • Kenneth Stie appointed board member
  • Mikael Belstrup appointed chair of the board
  • Søren Heilmann appointed board member
  • Mikael Belstrup registered as owner (25%)
  • CLANDCAR ApS registered as owner (33.33%)
  • WIT Capital ApS registered as owner (25%)

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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.

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