Upgrader A/S
Core data
Name | Upgrader A/S |
Address | Ellekær 6A st, 2730, Herlev |
Founded | Sep 5, 2006 |
| 11 / 9 | |
Locations (P-units) | 1View locations |
Website | https://msbranding.dk/ |
 LinkedIn | hello-upgrader |
Branch | Ikke-specialiseret engroshandel (469000) |
Name | Upgrader A/S |
Address | Ellekær 6A st, 2730, Herlev |
Founded | Sep 5, 2006 |
| 11 / 9 |
Locations (P-units) | 1View locations |
Website | https://msbranding.dk/ |
| LinkedIn | hello-upgrader |
Branch | Ikke-specialiseret engroshandel (469000) |
Keep track of Upgrader A/S
Description
Upgrader brings together merchandise, rewards and loyalty to create motivation through a digital platform and physical products.
Upgrader provides merchandise, corporate gifts, rewards and loyalty solutions designed to connect rewards, behaviour and motivation.
Company's own description on virk.dk
Selskabets væsentligste aktiviteter er at drive handel og industri, herunder salg og fabrikation af firmagaver og gaveartikler samt online internet og sms baserede bonus- og loyalitetssystemer der motiverer, uddanner og skaber resultater.
Products & services
Loyalty · Reward · Merchandise · Loyalty Insights · Reward Insights · Onepager
Industries
software_saas · retail_ecommerce
Customer types
Businesses
Analysis by AI ✨
The 2024/25 accounts show a post-tax loss of DKK -1.8 million, compared with a profit of DKK 3.4 million in 2022/23. Gross profit also fell from DKK 13.6 million in 2022/23 to DKK 9.2 million in 2024/25. In August 2026, Upgrader had 11 employees and 9 FTE; in August 2025, the figures were 13 employees and 11 FTE.
On 9 April 2025, the ownership changed: JENSEN MANAGEMENT ApS now owns 66.67–89.99% of Upgrader, while MBJ XCI-XXV ApS owns 20–24.99%. Their voting rights are 66.67% and 20%, respectively. Michael Grell Sørensen owns JENSEN MANAGEMENT ApS, and Mikkel Bo Jepsen owns MBJ XCI-XXV ApS. These are the registered ownership stakes in Upgrader; voting rights are as stated.
The company changed its name from MS Branding A/S to Upgrader A/S on 17 February 2026. The 2023/24 annual report described a business-critical restructuring of the digital bonus and loyalty systems following unexpected tax-related issues involving its largest customers, a rapid fall in revenue and liquidity pressure. It also stated that the budget for 2024/25 showed a projected pre-tax profit of approximately DKK 3.6 million.
AI-generated texts are based on registered information, which may be delayed or incomplete. Errors may occur.
Financials
| Reporting period | 2024/251 Jul 2024 - 30 Jun 2025DKK | |||||||
|---|---|---|---|---|---|---|---|---|
| Gross profit | 9,216,668 | |||||||
| Operating profit | -1,107,528 | |||||||
| Profit before tax | -2,294,531 | |||||||
| Net income | -1,818,310 | |||||||
| Total assets | 30,728,922 | |||||||
| Equity | 10,241,109 | |||||||
| Avg. employees | 13 | |||||||
2018–2025 Unlock financial history | ||||||||
Datapublica Risk Score
What goes into the assessment
Financials
Equity ratio, profitability, and liquidity
Accounts and history
Late filings and previous financial distress
Owners and management
Past bankruptcies and owners’ other companies
Company and connections
Age, industry, and shared addresses or contact details
Standard: Score and risk bandPro: Also a detailed explanation of the factors
Contact
From msbranding.dk
| Contact | Phone | |
|---|---|---|
| Upgrader Insights | +45 7020 ****Show full | — |
Founders
| Founder | Registered as founder | Current roles | Ownership |
|---|---|---|---|
| Jørn Staugaard | Registered as founderSep 5, 2006 | Current roles — | Ownership — |
People
| Person | Roles | Titles |
|---|---|---|
| Michael Grell Sørensen | Roles BoardManagement | TitlesBESTYRELSESMEDLEM • DIREKTØR |
| Michael Willumsen | Roles Board | TitlesBESTYRELSESMEDLEM |
Auditor
| Audit firm | Auditor | Role | From |
|---|---|---|---|
| DANSK REVISION SØBORG, STATSAUTORISERET REVISIONSAKTIESELSKAB | AuditorThomas Ennistein | Role— | FromDec 15, 2025 |
Legal owners
| Owner | Ownership | Voting rights | From |
|---|---|---|---|
| Ownership66.67–89.99 % | Voting rights66.67 % | FromApr 9, 2025 | |
| Ownership20–24.99 % | Voting rights20 % | FromApr 9, 2025 |
Ultimate owners
| Name | Ownership through | Calculated ownership |
|---|---|---|
| Michael Grell Sørensen | Ownership through | 66.67–89.99 % |
| Mikkel Bo Jepsen | Ownership through | 20–24.99 % |