After 12 years of ownership, Lars Larsen Group is selling the bed and sleep accessories retailer SENG to Somnigroup International, a major global manufacturer and distributor of sleep products.
The transaction is the result of a strategic opportunity between SENG and Somnigroup, creating a solid foundation for further developing SENG within a larger international context.
Somnigroup, which owns TEMPUR® among other brands, already operates similar store concepts in several countries and continents outside Denmark, and as part of the acquisition, an international subsidiary of Somnigroup will take over the 28 physical SENG stores as well as the online store SENG.dk and will continue to operate the stores under the well-known SENG brand.
The transaction is valued at approximately $7.5 million and will be funded entirely with cash. SENG generates approximately $30 million in annual sales. This transaction represents Somnigroup’s third acquisition of an international retail business.
“We have been pleased with the positive development SENG has undergone in recent years. As an owner, our focus is continuously on ensuring that our companies can develop in the best possible way. We have received a good offer to sell SENG from an international subsidiary of Somnigroup, which we believe is best positioned to continue developing and operating SENG,” said President and CEO of Lars Larsen Group, Jesper Lund.
Tempur Sealy’s Executive Vice President of International, Hansbart Wijnand, said, “We are excited to welcome SENG to the Somnigroup family, building on their long-term partnership with our TEMPUR® international business. By combining TEMPUR’s innovative, consumer-preferred products with SENG’s multi-brand retail expertise, which will continue to be an important part of the business, we believe we are well positioned to build on these strengths to better serve Danish consumers.”
The transfer of ownership is expected to take place by 1 August 2026.
