Postnord Denmark Pickup Request works the same way as a normal return shipment. 

The sender (reseller) is still identified as the sender while the receiver (end customer) is recognized as the receiver. However, on the printed label, their positions are swapped, which means the receiver will appear as the sender.  

The difference with this service is that customers will not receive a label. Instead, Postnord will print it and bring it along for the pickup. 

Feel free to reach out to Customer Service if you have any questions.