In the village of Ulstrup, west of Randers, Bernt Christian Godtfredsen bought an old hair salon this summer and transformed the 150-square-meter space into a prepper store, selling headlamps, water purifiers, and field rations, among other things.

»Sales are going really well. We get 20 to 25 customers a day, and I could actually make a living selling prepper goods«, says Bernt Christian Godtfredsen, who also works as a bodyguard.