Everything just as expected
I investigated the Danish market for a Panasonic TH42PX80E and found that, although a parallel imported tv could be bought elsewhere for ca. 1000 DKK cheaper (pixmania, getmore, etc.), the warranty coverage was not as safe. (You also don't get a Danish owner's manual, but obviously I don't care about that!). If you buy from an authorized dealer, it means they obtained it directly from Panasonic Denmark (PD); this means that your warranty is from PD and it is an authorized PD repair shop that picks up your tv at your house if it needs repair.
Price-wize, Sparshop.dk is equal to the other authorized dealers (like Godpris.dk), not including Panasonic Centers. Panasonic Centers are a 'forening' of retailers that specialize in Panasonic products. The advantage of buying from them is that, if you join their Club, they extend your warranty to 30 months. But, price-wize, the Panasonic Centers are charging ca. 700 DKK more for the tv than the other authorized Panasonic dealers.
Sparshop is an actual shop in Nørresundby. I chose the option to pick the tv up myself. I ordered the tv online Wednesday evening. Thursday morning I received an email stating the tv was ready to be picked up. The store had a good selection of accessories available, like cables and wall-mounts, and a friendly salesman helped me determine what I needed. My internet order was on his computer screen and he knew who I was when I walked into the shop. There was a 42PX80 on display so I could see what I was buying. The PX80 was in its shipping crate in the salesroom. The salesman helped me carry the box to my car.
So: an actual shop; personal service; an authorized Panasonic Dealer (no parallel import!); price-wize comparable to the other authorized dealers (but cheaper than Panasonic Centers); a well-designed website; an immediately available tv: who can ask for more?