It's a chain with three branches. But Danish national TV news does come across like a local paper...
Seems the largest part of the who hah is down to their website being operational and taking orders right up to the minute they declared themselves bankrupt. They lost £75k last year it seems and despite some fire sales, most recently 40% off everything, 2015 was even worse it seems. Shame. Nice bunch of guys in the local one, and they sold decent cheap workhorse bikes. But it is a hideously competitive market here; at least 12 bike shops in a 500m radius of where I'm sat.