Run Group Finally Online
Copenhagen-based Run Group brings its full portfolio of brands, supply chain capabilities, and investment model to the world stage with the launch of rungroup.eu
COPENHAGEN, Denmark — Run Group, the holding group behind professional lighting brands Lumega, Luxega, and Aluxia, today announced the official launch of its global online presence at rungroup.eu — marking the first time the group has presented its full commercial model, investment activity, and cross-industry capabilities to an international audience.
The launch is not a beginning. Run Group has operated since 2010, building brands, managing supply chains, and helping physical product companies reach global markets. What changes today is visibility.
Message, Group CEO
"We have spent 16 years doing the work," said Rune Søgaard Larsen, CEO of Run Group. "Building brands from the ground up, establishing direct manufacturer relationships in China, bringing products through certification and into real projects across Europe. Now we are making that capability available to companies beyond our own portfolio — and we want the right people to know we exist."
A Group Built on Physical Products
Run Group operates across three distinct brands serving the professional lighting sector in Denmark, Sweden, Germany and six additional markets through distributor and agent networks. Lumega delivers technical lighting for offices, healthcare, hospitality and industrial environments. Luxega specialises in street and infrastructure lighting for municipalities and public sector clients. Aluxia, launched in 2026, addresses the premium decorative segment for hotels, restaurants, and high-end residential projects.
Beyond its own brands, Run Group has expanded its model since 2019 to support other industries — helping early-stage physical product companies navigate the full journey from concept to market, including product design consultation, supply chain setup, safety certification, prototyping, and direct manufacturer access with no intermediaries.
Direct Access. No Middlemen. Competitive at Every Stage.
The group's commercial model is built on a single principle: the closer a company is to the source, the stronger its position. Run Group eliminates the layers that typically inflate costs and slow decisions in physical product development. Clients work directly with manufacturers. Pricing reflects factory economics, not distributor margins.
"We know what things actually cost," said Larsen. "And we know how to get from an idea to a finished, certified product in the most efficient way possible. That knowledge is what we offer — both through our own brands and through the companies we invest in and support."
An Investment Model Built Around Risk-Sharing
Run Group also operates as an early-stage investor in physical product companies. Unlike traditional investment vehicles, Run Group takes equity — typically no more than 10 percent — and contributes its team, supply chain network, and development capabilities as the primary form of value. The model is designed to preserve founder control while reducing the capital burden of the early development phases.
Founders with a physical product concept are invited to submit a pitch deck directly to the group.
Looking Ahead
The launch of rungroup.eu marks the start of a deliberate international expansion. The group has an established presence in Denmark and Hong Kong, active sales operations in Sweden and Germany, and distribution partners across nine countries. The next phase of growth will target further European markets and selected global opportunities in the physical product commercialisation space.
Run Group is represented in Hong Kong, China and Copenhagen.
About Run Group
Run Group is a physical product group founded in 2010, headquartered in Copenhagen, Denmark. The group operates three professional lighting brands — Lumega, Luxega, and Aluxia — and provides product commercialisation consulting and early-stage investment for physical product companies globally. Since 2019, Run Group has extended its model beyond lighting to support companies across industries with supply chain access, product development, and go-to-market execution.
Website: rungroup.eu Phone: +45 71 99 58 25