After a costly exit from Sweden, a Danish bed chain, part of Lars Larsen Group, has achieved a profitable turnaround in Denmark. The closure of 19 Swedish stores and the webshop seng.se contributed to a group loss of DKK 103.7 million in 2024/25.
© Lars Larsen Group
Hanne Bang Vorre, CEO at SENG.
CEO of the company (Seng), Hanne Bang Vorre, described the Swedish withdrawal as "difficult but necessary," noting that many employees secured new positions, including within Lars Larsen Group.
In Denmark, Seng's revenue grew by 4 percent to DKK 196 million, while a near DKK 6 million deficit was converted into a small pre-tax profit of DKK 469,000. Vorre attributed the success to "effective communication and marketing," alongside skilled staff and a combination of well-known brands and high-quality private label products.
Seng is now focusing solely on Denmark, operating 29 stores and an online store, with plans to open one to two new locations annually. Vorre emphasised the chain's commitment to "stable operations" and highlighted its strong market positioning and customer relationships as key drivers for continued growth.
Founded in 1999 as SengeSpecialisten, Seng has been fully owned by Lars Larsen Group since 2020, joining brands including Jysk, Ilva, and Bolia.
Source: Wood Supply.
