For the curious, 'smørrebrød' is a Danish kind of deli offering consisting of rye bread with different kinds of toppings. (Bohr of course referring to the Danish physicist Niels Bohr)
The usual difference between that and a sandwich is that it is open. While rugbrød (note: rye bread is not exactly the same as rugbrød, which you can only truly obtain in Denmark and Northern Germany.) is the most common, I have seen »smørrebrød« with white bread.
Neither of those are as rough as rugbrød you get in Denmark. Trust me, I've tried both of them. I've even shopped in Rewe. But they always seem a bit like brown white bread to me.
What is your reference bread? The only difference between Shulstad and "Ja!", that I notice, is that Shulstad has the 1:1 aspect ratio. There's no rye in the bread I linked, so I don't understand how it can be brown white bread to you.
[1] http://pypy.org/py3donate.html