Investment Overview 01 / 11
lastobject.dk · Household Division · 2026

A complete household cleaning subscription. Ready to own.

Six ready-to-market formulations. 1,349 paying subscribers. DKK 170K monthly recurring revenue. Proven DTC playbook. No brand lock-in — the slate is blank.

MRR DKK 170,000
Active subscribers 1,349
Format Asset sale · IP + subscribers
Confidential NDA required
At a Glance 02 / 11
The numbers
Monthly recurring revenue
DKK 170K
Normalized to monthly. Most subscribers bill quarterly — per-event average is DKK 234.
Active subscribers
1,349
Paying, shipping-active subscriptions as of June 2026.
Annual recurring revenue
DKK 2.05M
ARR at current MRR run rate, no growth assumed.
Subscribers ever acquired
7,322
1,355 currently paused — a ready-to-reactivate pool at low CAC.
Product Portfolio 03 / 11
Six formulations — all tested, all shipping
Vaskeark (Wash Sheets)
Concentrated laundry detergent sheets. Zero plastic, pre-measured, dissolves in cold water. The hero product — 2,458 active subscription line items.
Core · 3 variants (Coloured, White, Sensitive)
Håndsæbe Pulver Refill
Powdered hand soap refill. Add water, dissolve, refill existing dispenser. 378 active sub line items.
Refill category
Opvaske Tabs
Dishwasher tablets — 30-tab packs. Plant-based formulation, Nordic market–positioned. 371 active line items.
Kitchen category
Opvaskemiddel Pulver Refill
Powdered dishwashing liquid refill. Eliminates single-use plastic bottle cycle. 250 active line items.
Kitchen category · refill
Body Wash Pulver Refill
Concentrated body wash powder — mix with water in reusable bottle. 244 active line items.
Personal care · refill
Ansigtsrens (Face Wash)
Gentle facial cleanser. Extends the household range into bathroom/skincare, broadening household basket.
Personal care · bathroom
Subscriber Base 04 / 11
7,322 subscribers acquired — and a reactivation pool
Cancelled — 4,618
Paused — 1,355
Active — 1,349
1,355
Paused subscribers are not lost. They opted to pause — not cancel — meaning they still have a relationship with the product. A single reactivation campaign (20% off next order) can recover 200–300 subscribers, adding DKK 25–40K to MRR at near-zero CAC. This paused pool transfers with the business.
DKK 126
Avg monthly spend per active subscriber (normalized)
DKK 234
Avg per billing event (most subs bill quarterly)
366
Subscriptions billing in the next 30 days
Revenue 05 / 11
Revenue metrics
Monthly Recurring Revenue
DKK 170,439
Normalized monthly (most subs are quarterly — actual billing events are larger, more spaced)
Annual Recurring Revenue
DKK 2.05M
At current MRR run rate — no growth modeled, no paused reactivation included
Gross Lifetime Value (all subs ever)
DKK 5.74M
Total gross subscription revenue since platform launch
Avg billing event
DKK 234
Average order value per billing cycle across all active subscriptions
ARPU / month (normalized)
DKK 126
Per-subscriber monthly contribution, normalized for quarterly billing patterns

Billing pattern: Most subscribers are on 3–6 month cycles (12 weeks: 23%, 4 months: 14%, 6 months: 11%). This is not a monthly subscription business — it is a replenishment subscription business, which means lower churn friction, higher LTV, and lower operational cost per subscriber.

Churn Analysis 06 / 11
Why subscribers leave — and what's fixable
No feedback given
49.5%
Doesn't work as desired
16.1%
Too expensive
12.6%
Received too many
10.8%
Have a year's supply
10.0%

Green bars = delivery frequency problem. "Received too many" and "have a year's supply" are both symptoms of the default delivery interval being too short for average usage — not product dissatisfaction. Fix: lengthen the default cadence. A single platform config change, no reformulation needed.

20.8%
of all cancellations are a frequency problem Not product rejection. One config change — longer default delivery interval — could have prevented ~963 of the 4,618 cancellations.
Asset Package 07 / 11
What transfers on day one
01
Six tested formulations
Wash sheets, hand soap, dishwasher tabs, dishwashing liquid, body wash, facial cleanser. All lab-developed, safety tested, CE/EU compliant, in production. No reformulation needed.
02
1,349 active + 1,355 paused subscribers
Full Appstle subscription database: billing dates, product selections, frequency settings, pause/cancel history. Exportable. Ready to migrate to any platform.
03
Full DTC tech stack
Shopify store, Appstle subscription management, Brevo email CRM, Meta Ads account with historical performance data, all customer data GDPR-compliant.
04
Proven Meta acquisition playbook
2024 peak: 684 new subscribers/month from Meta ads alone. Ad creative library, campaign structure, targeting data, and the 4× cost-per-acquisition benchmark — all included.
05
Blank brand — no LastObject lock-in
The household product line has never been strongly co-branded. It sells as a standalone cleaning subscription. The LastObject brand (personal care) is retained by the seller — these assets are clean and rebrandable to any identity.
06
Transition support
30–60 day operational handover: supplier relationships, fulfilment setup, customer migration, ad account transfer, Shopify migration. The business runs on two people's time today.
R&D Value 08 / 11
The development cost you skip
DKK 1–2M
invested in formulation development before a single subscriber was acquired.
Lab work, safety testing, EU compliance, packaging engineering, and production setup. This is the baseline cost to bring a single household formulation to market. You are acquiring six — already live, already selling, already delivering.
Formulation lab work
Custom concentration profiles for wash sheets, powder refills, and tabs. Consumer testing in Danish households over 12+ months. Stability and efficacy data available.
EU safety & compliance
Full CE/EU product safety dossiers for each formulation. REACH compliance, ingredient declarations, SDS documentation. All regulatory work complete.
Packaging engineering
Zero-plastic packaging design per product. Shelf-life optimization, moisture barrier testing, and print-ready files. Production tooling already amortized.
Growth Levers 09 / 11
Four levers, none of which have been pulled
01
Reactivate the paused pool
1,355 paused subscribers. A single email campaign — "20% off your next order, update your delivery frequency" — can recover 200–300. Marginal CAC close to zero. Prior subscriber LTV data available to model the value precisely.
02
Fix default delivery frequency
20.8% of cancellations are explicitly "received too many" / "have a year's supply." Extend the default cadence from 6–8 weeks to 10–12 weeks and churn drops without any product change. The Appstle platform makes this a config edit.
03
Restart Meta Ads
Meta acquisition was stopped December 2025 — the subscription base has been in wind-down with no new acquisition since. At 2024 peak, Meta drove 684 new subscribers/month at a CPA the economics easily support. The ad account, creative library, and historical performance data transfer.
04
Nordic & EU expansion
Currently Denmark-only. Swedish, Norwegian, and Finnish households buy on identical sustainability and convenience signals. The formulations have no language dependency. Shopify Markets expansion is a configuration task; Brevo handles transactional email in any language.
Upside scenario

Reactivate 300 paused subscribers + restart Meta at modest spend ($50/day, 50 new subs/month) → adds DKK 55–70K/month MRR within 6 months. No new product development required.

Strategic Context 10 / 11
Why now — and the indicative value
The seller is refocusing, not distressed
Better Objects is concentrating on new product launches (StitchGrid, Peak Dough, WindCell). The household cleaning line is profitable but no longer the strategic focus. This is a deliberate portfolio decision — the business is healthy, not in trouble.
No acquisition since December 2025
Meta ads were paused when priorities shifted. The subscriber base is in natural wind-down — ~50–100 net loss per month. MRR is declining ~DKK 17K/month at 10% churn. The sooner a buyer acquires and reactivates acquisition, the more subscriber base they preserve.
The paused pool has a shelf life
1,355 paused subscribers are less likely to reactivate the longer they remain paused. A buyer who moves quickly retains the highest-value reactivation opportunity.
Clean asset sale — no legacy complexity
LastObject ApS retains its brand and personal care product line. The household line transfers cleanly: formulations, subscribers, tech stack, supplier relationships. No shared infrastructure, no complicated TSA.
Indicative asking price
DKK 2.0–2.5M
Subject to due diligence, asset verification, and negotiation. NDA required for financials.
~1.2× ARR At DKK 2.05M ARR — a conservative multiple for a recurring-revenue business with no active acquisition
~DKK 330–416K per formulation Vs. DKK 1–2M to develop each one from scratch in a lab
Next Steps 11 / 11
Get in touch

Ready to discuss? We move quickly.

Contact Nicolas Aagaard
Title Founder, Better Objects / LastObject ApS
Email nicolas@lastobject.com

This document is confidential and intended solely for the named recipient. The information herein is provided for indicative purposes only and does not constitute a binding offer. A signed NDA is required before sharing detailed financials, supplier agreements, or subscriber data.

Process
01 — Sign NDA
02 — Full financials + subscriber export
03 — Supplier introductions
04 — Term sheet
05 — Close
Timeline
30–45 day close target from NDA signing
Confidential · Better Objects / LastObject ApS · 2026