25 Years of Pride, Quality and Openness

Homoware is one of Denmark’s oldest still-operating webshops – and we have been here since the year 2000, when e-commerce looked quite different from today.

Back then, everything moved a bit slower: you ordered your items online, received a giro payment slip, paid manually – and only then was the order shipped. A world apart from today, where you only need to pay online before 6 PM, and we ship the same day – in many cases, you already have your package the next day.

A passionate project – driven by community

Over the years, Homoware has been run by three gay couples, all sharing the same mission: to create a safe and open-minded universe where LGBTQIA+ people (and everyone else) can find quality products at fair prices – without shame or prejudice.

The founders, Troels and Ole, opened Homoware in 2000 and ran it for nine years. They laid the foundation for a brand centered on freedom, sexuality, and accessibility.
In 2009, Mads and Dennis took over and further developed the platform. They were responsible for the first graphic update of the webshop and introduced both a Swedish and English version of the site.

Since 2011, Henning and Michael have been behind Homoware. They have elevated the design to a modern level, translated the site into Finnish, and invested heavily in visibility and presence at events – including Copenhagen Pride and Aarhus Pride. In 2015, they also opened our physical store on Studiestræde, in the heart of Copenhagen’s Gaybourhood.

A store with history – and the future in sight

From giro slips to same-day shipping. From a small webshop to Denmark’s largest selection of fetish clothing and gear. From an idea to a community. We are proud of how far we have come – and we look forward to the next 25 years with you.