CVR: 33391099
Secondary names: 1.CHOICE ApS, CNP HVIDEVARER ApS, CP HVIDEVARER ApS
DKK 1,609,465
Gross profit
Net result: DKK -1,178,246
Christian Niels Pedersen
CVR · view ownership and management
Owner registered: Christian Niels Pedersen
CVR · 01/02/2011
View the full event history
FIRST CHOICE ApS is a Danish company of the type Anpartsselskab based in Gentofte, founded in 2011. The company is registered under the industry Detailhandel med elektriske husholdningsapparater. The management consists of Christian Niels Pedersen. The company is owned by Christian Niels Pedersen. The company has 5 employees (2018). In 2025, the company reported a gross profit of DKK 1,609,465 and a net result of DKK -1,178,246 compared with DKK -937,053 the year before. Equity in the 2025 report amounted to DKK 1,247,216.
Source: annual report 2025, Danish Business Authority
The financial health of FIRST CHOICE ApS shows a concerning trend, with fluctuating profitability and declining equity over the past few years. Gross profit peaked at 3,436,000 DKK in 2021 but has since decreased to 1,609,465 DKK in 2025, while the company has reported losses in three of the last five years, culminating in a loss of 1,178,246 DKK in 2025. Equity has also declined from 4,646,220 DKK in 2021 to 1,247,216 DKK in 2025, raising concerns about its long-term sustainability. The absence of revenue data complicates the assessment of its market position within the electrical household appliances retail sector, but the declining profit margins and equity suggest a need for strategic reevaluation.
AI-generated summary · Generated 14/08/2026
Selskabets formål er at drive virksomhed med salg og service af varer og tjenesteydelser samt enhver i forbindelse hermed 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 | 1.6 mio. | -1.2 mio. | 3.3 mio. | 1.2 mio. | 5 | |
| 202401/01/2024 – 31/12/2024 | 2.3 mio. | -937 t. | 4.4 mio. | 2.6 mio. | 5 | |
| 202301/01/2023 – 31/12/2023 | 3.2 mio. | 3 t. | 6.2 mio. | 3.6 mio. | 6 | |
| 202201/01/2022 – 31/12/2022 | 3.4 mio. | -910 t. | 6.6 mio. | 3.7 mio. | 7 | |
| 202101/01/2021 – 31/12/2021 | 3.4 mio. | 345 t. | 6.7 mio. | 4.6 mio. | 6 | |
| 202001/01/2020 – 31/12/2020 | 4.4 mio. | 810 t. | 6.5 mio. | 4.4 mio. | 7 | |
| 201901/01/2019 – 31/12/2019 | 4.2 mio. | 546 t. | 5.6 mio. | 3.6 mio. | 6 | |
| 201801/01/2018 – 31/12/2018 | 4.1 mio. | 425 t. | 5.3 mio. | 3.1 mio. | 5 | |
| 201701/01/2017 – 31/12/2017 | 3.9 mio. | 1 mio. | 4.8 mio. | 2.7 mio. | 5 | |
| 201601/01/2016 – 31/12/2016 | 3.7 mio. | 1.2 mio. | 3.8 mio. | 1.7 mio. | - | |
| 201501/01/2015 – 31/12/2015 | 3.1 mio. | 1.5 mio. | 3.2 mio. | 647 t. | - | |
| 201401/01/2014 – 31/12/2014 | 1.2 mio. | 311 t. | 2.1 mio. | -870 t. | - | |
| 201301/07/2012 – 30/06/2013 | - | -433 t. | 78 t. | -1.1 mio. | - |
Compared to 238 companies in Detailhandel med elektriske husholdningsapparater
Comparison is based on industry median values
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Try company screeningFIRST CHOICE ApS was founded on 18 January 2011.
FIRST CHOICE ApS is registered under the industry Detailhandel med elektriske husholdningsapparater (industry code 475400).
FIRST CHOICE ApS had 5 employees in 2018 according to the Danish CVR register.
FIRST CHOICE ApS is owned by Christian Niels Pedersen.
In 2025, FIRST CHOICE ApS reported a gross profit of DKK 1,609,465.
The management of FIRST CHOICE ApS consists of Christian Niels Pedersen.
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FIRST CHOICE ApS has published its annual report for 2025. Gross profit came to DKK 1,609,465, and the net result was DKK -1,178,246.
FIRST CHOICE ApS has published its annual report for 2024. Gross profit came to DKK 2,286,973, and the net result was DKK -937,053.
FIRST CHOICE ApS has published its annual report for 2023. Gross profit came to DKK 3,236,316, and the net result was DKK 3,342.
FIRST CHOICE ApS has published its annual report for 2022. Gross profit came to DKK 3,362,819, and the net result was DKK -909,947.
FIRST CHOICE ApS has published its annual report for 2021. Gross profit came to DKK 3,435,994, and the net result was DKK 344,792.
FIRST CHOICE ApS has published its annual report for 2020. Gross profit came to DKK 4,388,527, and the net result was DKK 810,192.
FIRST CHOICE ApS has published its annual report for 2019. Gross profit came to DKK 4,155,855, and the net result was DKK 545,810.
FIRST CHOICE ApS has published its annual report for 2018. Gross profit came to DKK 4,092,138, and the net result was DKK 424,582.
As of May 25, 2019, 2talRevision v/Jan Christensen has been appointed auditor of FIRST CHOICE ApS.
FIRST CHOICE ApS has published its annual report for 2017. Gross profit came to DKK 3,901,315, and the net result was DKK 1,041,879.
FIRST CHOICE ApS has published its annual report for 2016. Gross profit came to DKK 3,749,918, and the net result was DKK 1,152,471.
FIRST CHOICE ApS has published its annual report for 2015. Gross profit came to DKK 3,076,258, and the net result was DKK 1,517,079.
FIRST CHOICE ApS has published its annual report for 2014. Gross profit came to DKK 1,231,487, and the net result was DKK 310,875.
FIRST CHOICE ApS has published its interim report for the period July 1, 2013 – December 31, 2013.
FIRST CHOICE ApS has published its annual report for 2013. The net result was DKK -432,744.
As of February 1, 2011, Christian Niels Pedersen is registered as an owner of FIRST CHOICE ApS with an ownership share of 100%.
As of January 18, 2011, Christian Niels Pedersen is registered as adm. dir. of FIRST CHOICE ApS.
FIRST CHOICE ApS was founded on January 18, 2011.
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