Denmark
Small country, big footprint. Denmark builds the wind turbines Europe runs on, the diabetes drugs reshaping global pharma, and the software quietly replacing US incumbents inside European businesses. It's also where roughly half of every hearing aid worn anywhere in the world is made — and where the EU's most consequential antitrust rulings against Big Tech were authored by a Dane.
Every brand below is a Danish alternative to a US or Chinese default. Some are 150 years old. Most are under 15.
Software for sovereignty
Umbraco
Features: Open-source, flexible content management system built on Microsoft's ASP.NET Core technology.
Pricing: Free: self-hosted, Umbraco Cloud starts at €42/month
Our verdict: The most user-friendly interface we've tried, with robust customization options.
https://umbraco.com
Nextcloud
Features: Self-hosted file storage and collaboration suite; includes document editing (via Collabora or OnlyOffice), calendar, email, video calls, and more
Pricing: Free (self-hosted); Paid options via providers or enterprise support
Known for: Nextcloud is the most flexible and privacy-first alternative out there. If you don’t mind the self-hosting setup or opt for a managed provider, it gives you full control over your data – a favorite in the EU for good reason.
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Sunset Boulevard
Known for: Burgers, sandwiches, and salads with a focus on quality ingredients
Available in: Denmark, Germany, Norway
Employees: Information not publicly disclosed
Toms
Known For: Classic Danish confectionery with brands like Anthon Berg, Galle & Jessen. Famous for marzipan and liquorice as well as chocolate.
Employees: Between 1,200–1,700 depending on season
Farming & Ethics: Toms has committed to responsible sourcing and works with suppliers to ensure fair treatment of cocoa farmers, but currently lacks full traceability and direct farmer support programs.
Donkey Republic
Copenhagen-based bike-sharing service offering easy, app-based rentals of regular and electric bikes across 15+ European countries. It's known for its reliability, flexible pickup/drop-off locations, and integration with city mobility systems.
https://www.donkey.bike
Lego
Known for: LEGO bricks, LEGO Technic, LEGO Star Wars, LEGO City, LEGO Friends. Loved for creative, open-ended play and innovation in education and storytelling. Est. 1932.
Employees: ~24,000
Manufactured in: Denmark, Hungary, Czech Republic, China, Mexico, USA
Morsø
Known for: Cast-iron outdoor grills, wood-fired ovens (classic Danish design). Est. 1853
Manufactured in: Denmark (in-house cast iron foundry)
Users say: Renowned for robust build and timeless design. Customers praise the durable quality and aesthetics