Owners, management and financials
CVR: 19029484
Previous names: GFJURA 51 A/S
DKK 18,574,438
Gross profit
Net result: DKK -946,488
P/Z Holding A/S (100%)
CVR · view owners
Aske Stenfeldt Frederiksen
Board: Peter Krogsgaard Jørgensen (chair) and 2 members
CVR · view management
Active
Founded 8 January 1996
CVR · view overview
93 employees
CVR · 2026
Director registered: Aske Stenfeldt Frederiksen
CVR · 01/05/2023
View the full event history
PLAZA URE & SMYKKER A/S is a Danish company of the type Aktieselskab based in København K, founded in 1996. The company is registered under the industry Detailhandel med ure og smykker. The company was previously named GFJURA 51 A/S. The management consists of Aske Stenfeldt Frederiksen. The board consists of Peter Krogsgaard Jørgensen (chair), Anders Marcus and Jacob Stæhr. The company is owned by P/Z Holding A/S. The company has 93 employees (2026). In 2025, the company reported a gross profit of DKK 18,574,438 and a net result of DKK -946,488 compared with DKK 0 the year before. Equity in the 2025 report amounted to DKK -153,960.
Source: annual report 2025, Danish Business Authority
The financial health of PLAZA URE & SMYKKER A/S appears to be concerning, marked by a trend of declining profitability and negative profits in recent years. Gross profit has shown some fluctuation, peaking at 19,659,755 DKK in 2022 before dropping to 18,574,438 DKK in 2025, while the company has recorded losses of -946,488 DKK in the latest fiscal year. Equity has significantly decreased from 3,320,775 DKK in 2021 to -153,960 DKK in 2025, indicating a deteriorating financial position. The lack of disclosed revenue figures raises concerns about transparency and overall market performance within the retail sector for watches and jewelry.
AI-generated summary · Generated 15/08/2026
Selskabets formål er at drive virksomhed indenfor handel og industri og anden dermed i forbindelse stående virksomhed.
Source: annual reports filed with the Danish Business Authority.
| Period | Gross Profit | Profit/Loss | Total Assets | Equity | Employees | Report |
|---|---|---|---|---|---|---|
| 202501/01/2025 – 31/12/2025 | 18.6M | -946K | 40.9M | -154K | 0 | |
| 202401/01/2024 – 31/12/2024 | 17.7M | 0 | 43M | 793K | 43 | |
| 202301/01/2023 – 31/12/2023 | 14.2M | 0 | 40.2M | 793K | 46 | |
| 202201/01/2022 – 31/12/2022 | 19.7M | -2.5M | 49.4M | 793K | 48 | |
| 202101/01/2021 – 31/12/2021 | 19.3M | -1.4M | 52.1M | 3.3M | 45 | |
| 202001/01/2020 – 31/12/2020 | 17.6M | -3.6M | 50.2M | 232K | 74 | |
| 201901/01/2019 – 31/12/2019 | 20.7M | -2.4M | 47.6M | 3.8M | 62 | |
| 201801/01/2018 – 31/12/2018 | 21M | -7.6M | 49.9M | 6.2M | 54 | |
| 201701/01/2017 – 31/12/2017 | 19.8M | -6.7M | 46.1M | 13.8M | 62 | |
| 201601/01/2016 – 31/12/2016 | 19.5M | -2.2M | 44.4M | 20.5M | 54 | |
| 201501/01/2015 – 31/12/2015 | 19.7M | 836K | 41.3M | 22.6M | 53 | |
| 201401/01/2014 – 31/12/2014 | 28.3M | -1.8M | 44.3M | 21.8M | 52 | |
| 201301/01/2013 – 31/12/2013 | 25.5M | -8.1M | 41.7M | 3.6M | 59 |
Compared to 436 companies in Detailhandel med ure og smykker
Comparison is based on industry median values
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Try company screeningThe CVR number of PLAZA URE & SMYKKER A/S is 19029484.
PLAZA URE & SMYKKER A/S is owned by P/Z Holding A/S.
The management of PLAZA URE & SMYKKER A/S consists of Aske Stenfeldt Frederiksen.
The board of PLAZA URE & SMYKKER A/S consists of Peter Krogsgaard Jørgensen, Anders Marcus and Jacob Stæhr, with Peter Krogsgaard Jørgensen as chair.
In 2025, PLAZA URE & SMYKKER A/S reported a gross profit of DKK 18,574,438.
PLAZA URE & SMYKKER A/S had 93 employees in 2026 according to the Danish CVR register.
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PLAZA URE & SMYKKER A/S has published its annual report for 2025. Gross profit came to DKK 18,574,438, and the net result was DKK -946,488.
PLAZA URE & SMYKKER A/S has published its annual report for 2024. Gross profit came to DKK 17,656,673, and the net result was DKK 0.
PLAZA URE & SMYKKER A/S has published its annual report for 2023. Gross profit came to DKK 14,209,561, and the net result was DKK 0.
As of January 2, 2024, Kreston CM Statsautoriseret Revisions interessentskab has been appointed auditor of PLAZA URE & SMYKKER A/S.
As of January 2, 2024, ADDERE REVISION STATSAUTORISERET REVISIONSPARTNERSELSKAB has stepped down as auditor of PLAZA URE & SMYKKER A/S.
As of October 11, 2023, ADDERE REVISION STATSAUTORISERET REVISIONSPARTNERSELSKAB has been appointed auditor of PLAZA URE & SMYKKER A/S.
As of October 11, 2023, PRICEWATERHOUSECOOPERS STATSAUTORISERET REVISIONSPARTNERSELSKAB has stepped down as auditor of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its annual report for 2022. Gross profit came to DKK 19,659,755, and the net result was DKK -2,528,247.
As of May 1, 2023, Aske Stenfeldt Frederiksen is registered as adm. dir. of PLAZA URE & SMYKKER A/S.
As of April 30, 2023, Hanne Holm Nørgaard has stepped down as director of PLAZA URE & SMYKKER A/S.
As of April 28, 2023, Jacob Stæhr has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of April 28, 2023, Bjarne Stæhr has left the board of directors of PLAZA URE & SMYKKER A/S.
As of April 28, 2023, Rasmus Rask has left the board of directors of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its annual report for 2021. Gross profit came to DKK 19,290,364, and the net result was DKK -1,411,023.
PLAZA URE & SMYKKER A/S has published its annual report for 2020. Gross profit came to DKK 17,564,800, and the net result was DKK -3,567,886.
PLAZA URE & SMYKKER A/S has published its annual report for 2019. Gross profit came to DKK 20,704,207, and the net result was DKK -2,392,895.
PLAZA URE & SMYKKER A/S has published its annual report for 2018. Gross profit came to DKK 21,022,273, and the net result was DKK -7,569,752.
As of October 22, 2018, PRICEWATERHOUSECOOPERS STATSAUTORISERET REVISIONSPARTNERSELSKAB has been appointed auditor of PLAZA URE & SMYKKER A/S.
As of October 22, 2018, CHRISTENSEN KJÆRULFF STATSAUTORISERET REVISIONSAKTIESELSKAB has stepped down as auditor of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its annual report for 2017. Gross profit came to DKK 19,813,426, and the net result was DKK -6,711,843.
As of May 4, 2018, Anders Marcus has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of May 4, 2018, Peter Krogsgaard Jørgensen has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of May 4, 2018, Rasmus Rask has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of May 4, 2018, Hanne Holm Nørgaard is registered as director of PLAZA URE & SMYKKER A/S.
As of May 4, 2018, Peter Krogsgaard Jørgensen has stepped down as director of PLAZA URE & SMYKKER A/S.
As of May 3, 2018, Anders Marcus has left the board of directors of PLAZA URE & SMYKKER A/S.
As of May 3, 2018, Peter Krogsgaard Jørgensen has left the board of directors of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Anders Marcus has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Peter Krogsgaard Jørgensen has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Kai Gustav Piene has left the board of directors of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Helge Bjørklund has left the board of directors of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Peter Krogsgaard Jørgensen is registered as director of PLAZA URE & SMYKKER A/S.
As of April 17, 2018, Kai Gustav Piene has stepped down as adm. dir. of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its annual report for 2016. Gross profit came to DKK 19,547,837, and the net result was DKK -2,153,582.
As of August 31, 2016, P/Z Holding A/S is registered as an owner of PLAZA URE & SMYKKER A/S with an ownership share of 100%.
PLAZA URE & SMYKKER A/S has published its annual report for 2015. Gross profit came to DKK 19,744,582, and the net result was DKK 836,249.
As of August 25, 2015, Ulrik Bülow has left the board of directors of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its annual report for 2014. Gross profit came to DKK 28,346,260, and the net result was DKK -1,833,953.
PLAZA URE & SMYKKER A/S has published its annual report for 2013. Gross profit came to DKK 25,450,722, and the net result was DKK -8,108,289.
As of September 10, 2013, Kai Gustav Piene has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of September 10, 2013, Helge Bjørklund has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of September 10, 2013, Søren Flemming Larsen has left the board of directors of PLAZA URE & SMYKKER A/S.
As of September 10, 2013, Kai Gustav Piene is registered as adm. dir. of PLAZA URE & SMYKKER A/S.
As of September 10, 2013, Thomas Dusinius Kronevald has stepped down as director of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S has published its interim report for the period May 1, 2012 to December 31, 2012.
As of October 16, 2012, Søren Flemming Larsen has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of August 1, 2012, Thomas Dusinius Kronevald is registered as director of PLAZA URE & SMYKKER A/S.
As of August 1, 2012, Søren Flemming Larsen has stepped down as director of PLAZA URE & SMYKKER A/S.
As of October 11, 2011, Søren Flemming Larsen is registered as director of PLAZA URE & SMYKKER A/S.
As of October 11, 2011, Helle Tiedemann has stepped down as director of PLAZA URE & SMYKKER A/S.
As of October 10, 2011, Niels Thomas Heering has left the board of directors of PLAZA URE & SMYKKER A/S.
As of January 17, 2011, Ulrik Bülow has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of November 8, 2010, Helle Tiedemann is registered as director of PLAZA URE & SMYKKER A/S.
As of November 8, 2010, René Frandsen has stepped down as adm. dir. of PLAZA URE & SMYKKER A/S.
As of April 21, 2010, Niels Thomas Heering has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of April 21, 2010, Steen Erik Mønsted has left the board of directors of PLAZA URE & SMYKKER A/S.
As of April 21, 2010, Anne Stæhr has left the board of directors of PLAZA URE & SMYKKER A/S.
As of February 1, 2006, René Frandsen is registered as adm. dir. of PLAZA URE & SMYKKER A/S.
As of February 1, 2006, Thomas Lüscher has stepped down as director of PLAZA URE & SMYKKER A/S.
As of November 1, 2004, Steen Erik Mønsted has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of November 1, 2004, Niels Thomas Heering has left the board of directors of PLAZA URE & SMYKKER A/S.
As of November 18, 1997, Anne Stæhr has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of November 18, 1997, Bjarne Heidtmann has left the board of directors of PLAZA URE & SMYKKER A/S.
As of July 22, 1997, Bjarne Stæhr has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of July 22, 1997, Klaus Rygaard has left the board of directors of PLAZA URE & SMYKKER A/S.
As of July 22, 1997, Thomas Lüscher is registered as director of PLAZA URE & SMYKKER A/S.
As of July 22, 1997, Klaus Rygaard has stepped down as director of PLAZA URE & SMYKKER A/S.
As of January 1, 1997, Bjarne Heidtmann has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 1, 1997, Troels Elkiær Andersen has left the board of directors of PLAZA URE & SMYKKER A/S.
As of September 19, 1996, REVISIONSAKTIESELSKABET ASKGAARD OLESEN has stepped down as auditor of PLAZA URE & SMYKKER A/S.
On May 16, 1996, the company changed its name from GFJURA 51 A/S to PLAZA URE & SMYKKER A/S.
As of May 15, 1996, Klaus Søgaard has left the board of directors of PLAZA URE & SMYKKER A/S.
As of May 15, 1996, Jan-Erik Gunnar Svensson has left the board of directors of PLAZA URE & SMYKKER A/S.
As of May 15, 1996, Klaus Søgaard has stepped down as director of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, CHRISTENSEN KJÆRULFF STATSAUTORISERET REVISIONSAKTIESELSKAB has been appointed auditor of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, REVISIONSAKTIESELSKABET ASKGAARD OLESEN has been appointed auditor of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Niels Thomas Heering has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Klaus Søgaard has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Jan-Erik Gunnar Svensson has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Klaus Rygaard has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Troels Elkiær Andersen has joined the board of directors of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Klaus Søgaard is registered as director of PLAZA URE & SMYKKER A/S.
As of January 8, 1996, Klaus Rygaard is registered as director of PLAZA URE & SMYKKER A/S.
PLAZA URE & SMYKKER A/S was founded on January 8, 1996.
Uneven Bits ApS is an independent IT consultancy founded and operated by Klaus Byskov Pedersen. With deep expertise in software architecture and systems design, I help organizations build robust, scalable, and maintainable technical solutions. Whether you need strategic guidance on technology decisions, hands-on architecture work, or help navigating complex technical challenges, I bring focused expertise and a practical approach to every engagement.
Selskabets formål er at drive virksomhed med handel og produktion samt hermed beslægtet virksomhed.
Selskabets formål er at udøve virksomhed med handel og service samt aktiviteter i tilknytning hertil.
Selskabets formål er at udøve virksomhed med handel og service samt aktiviteter i tilknytning hertil.
Selskabets formål er at udvikle, markedsføre, sælge og implementere software produkter til brug ved indkøbsstyring og dermed efter bestyrelsens skøn beslægtet virksomhed
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