Lars Larsen Group sells Danish bed retailer SENG to Somnigroup International

After 12 years of ownership, Lars Larsen Group is selling the bed and sleep accessories retailer SENG to Somnigroup International (NYSE: SGI), 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.

FACTS about the companies

About Somnigroup

Somnigroup International Inc. (NYSE: SGI) is the world’s largest bedding and sleep accessories company, working to enrich people’s lives through the power of a good night’s sleep. With strong capabilities in design, manufacturing, distribution and retail, Somnigroup delivers pioneering sleep solutions and meets consumers’ changing needs in more than 100 countries worldwide through its subsidiaries Tempur Sealy, Mattress Firm and Dreams. Somnigroup’s portfolio includes some of the industry’s most recognized brands, including Tempur-Pedic®, TEMPUR®, Sealy® and Stearns & Foster®. Somnigroup’s global omnichannel platform makes it possible to meet consumers where they shop, combining personal guidance and innovation to create a unique purchasing experience and tailored solutions.

About SENG

SENG was founded in 1999 as SengeSpecialisten and is a leading Danish retail chain selling beds and sleep accessories, combining top-quality products and strong premium brands with professional guidance. In 2014, Lars Larsen Group acquired the majority share of SengeSpecialisten, and in 2020 Lars Larsen Group assumed full ownership of the bed retailer, which changed its name to SENG in 2023.

About Lars Larsen Group

Lars Larsen Group is owned by the Brunsborg family, descendants of Lars Larsen, who founded JYSK in 1979. The Group is run in accordance with the family’s core values: commercial mindset, decency and growth. The Group owns companies across a range of business areas, including furniture, home furnishings, restaurants and hotels, and invests in shares, funds and real estate, among other assets.