Danish business celebs bet big on tattooing

Danish business celebs bet big on tattooing
Denmark’s former national football captain Daniel Agger shows off his first tattoo in a video on Tattoodo's site. Photo: YouTube screen grab
A pair of celebrity Danish entrepreneurs who hobnob with royalty and headline at business conferences are making a big bet on one of the most unlikely of industries: tattooing.
Peter Warnøe, a close friend of Denmark’s Crown Prince Frederik, and his investment partner Lars Tvede, betting it can become the next Nordic company worth more than $1bn — a so-called ‘unicorn’.  
“Tattoodo can become one of these new Nordic unicorns,” Peter Warnøe told Denmark’s Børsen newspaper. “They are the world's largest tattoo site, and it’ll be hard to knock them from pole position.” 
Nordic Eye, the two investors’ start-up fund, has made a sizeable (though undisclosed) bet on the tattoo site, which boasts over two billion content views monthly and over 40 million fans on social media. 
The site was launched in 2013 by Danish entrepreneurs Mik Thobo-Carlsen and Johan Plenge, and aims to disrupt the tattoo industry, which though worth more than $50bn, is dominated by small businesses. 
The site has already raised funds from two celebrity investors: Denmark’s former national football captain Daniel Agger, a tattoo enthusisast, and Christian Stadil, owner of the Danish sports brand Hummel International. 
Sweden has so far been the leader in the Nordic tech scene, producing 6.3 billion-dollar tech companies per million people, compared to Silicon Valley’s 8.1. Notable companies include Skype, Spotify, King, Mojang, and Klarna.  
But Denmark is catching up, with takeaway service Just Eat,  review site Trustpilot, wine app Vivino among its leading start-ups.