Four senior executives at ØnskeBørn A/S have admitted contributing to price coordination among the chain’s stores between October 2016 and November 2018. One accepted a fine of DKK 50,000; the other three, who played less central roles, each accepted a fine of DKK 20,000.

The coordination involved a code of conduct addressing matters including marketing, prices and customers, as well as ongoing communications and encouragement to members concerning prices, discounts and price marketing. Fine levels reflected the seriousness and duration of the infringement. The nearly eight years since the conduct ended was treated as a mitigating circumstance.

A fifth senior executive has also been charged but has not accepted a fine, so the case against that individual is expected to be decided by the courts. The National Special Crime Unit conducted the cases against the executives, which had awaited the conclusion of the proceedings against the company.

In March 2023, the Danish Competition Council found that ØnskeBørn had infringed competition law. The company challenged the decision, and in October 2025 the Maritime and Commercial High Court ordered it to pay a DKK 9 million fine in a default judgment. ØnskeBørn had gone bankrupt in spring 2025.