SENG strengthens focus on sleep and service – increases revenue in Denmark

In the 2024/25 financial year, the retail chain SENG delivered solid growth in Denmark. The improved results are primarily driven by an increase in customers in stores, high conversion rates, and a targeted focus on training employees as sleep specialists.

For the 2024/25 financial year, SENG increased its revenue in Denmark to DKK 196 million, equal to a 4 percent growth. EBIT also improved, reaching DKK 469.000. Last year, revenue in Denmark amounted to DKK 188.7 million with an EBIT result of DKK -5.9 million.

The strong performance is the result of effective communication and marketing initiatives that drove store traffic, dedicated efforts from employees, and a product assortment that matched customer demand. During the past financial year, SENG pursued a clear strategy of strengthening employee competencies, leading to significant investments in the training of sleep advisors and specialists who can provide customers with even more personalized guidance on how to optimize their sleep.

“We are experiencing great success in converting customers both in our physical stores and online. The combination of a broad assortment featuring both well-known brands and high-quality private label products, targeted marketing initiatives, and skilled employees delivering professional advice is producing results. I commend the entire team for these great achievements,” says Hanne Bang Vorre.

Closure in Sweden

Earlier this year, SENG announced its decision to close its Swedish business. The closure of the 19 stores, the webshop seng.se, and the subsidiary Sengetid.dk has now been completed. According to Hanne Bang Vorre, the process has been carried out in good order, with a strong focus on supporting as many employees as possible in transitioning to new opportunities.

“It is never easy to say goodbye to valued colleagues. Fortunately, many have successfully moved on to new roles – some even within Lars Larsen Group. I would like to take this opportunity to thank all our former colleagues in Sweden and at Sengetid for their great efforts and wish them the very best in the future,” says Hanne Bang Vorre.

The closure of the Swedish business and Sengetid.dk has naturally impacted the consolidated accounts for SENG Group, which reported revenue of DKK 309 million and a pre-tax result of DKK -103,7 million.

Focus on the Danish market

SENG still has growth ambitions. The focus now lies in Denmark, where the chain has a strong market position and maintains its ambition to open 1–2 new stores annually.

“We are fully committed to ensuring stable operations in Denmark. With our sleep specialists, strong market positioning, and close customer relationships, we are well equipped to sustain our positive development,” concludes Hanne Bang Vorre.

About SENG

SENG was founded in 1999 under the name SengeSpecialisten. The chain operates 29 Danish stores as well as an online shop. Since 2020, SENG has been fully owned by Lars Larsen Group.