Danish “Salling Seeds” opens
With no less then DKK 500 million (800 million NOK) in the pipeline Salling Group is now officially opening applications for the group's new investment pool, “Salling Seeds”. Prime aim for Salling Group is to strengthen the group's access to new knowledge, technologies and sustainable solutions, it says in a press release.
Salling Seeds was launched in the fall of 2024 as part of Salling Group's strategy, Aspire28, and marks a new way of working with innovation in Denmark's largest grocery group with business across six European markets.
Of course, Salling does not just give away millions. The whole point is, of course, increased turnover and profitability in the group. In all circumstances it will be remarkably interesting to see what Salling, the society and other business can create out of this initiative.
This writer does not know of anything similar in Europe or anywhere else in the world. The initiative will be closely watched by competitors and analysts. It will be exciting to see how competitors will respond.
In search of talent
This is Salling Group
From one small textile shop in Aarhus in 1906 the group has evolved into an international retail powerhouse with a strong economy and nice cashflow.
Salling Group runs a total of 2,100 stores in Denmark, Germany, Poland, Estonia, Latvia and Lithuania with an annual turnover of DKK 86 billion and approximately 70,000 employees.
The group has a strategic goal of becoming even more robust through continued growth in its core business, significant acquisitions and investments in innovation, technology and sustainability.
Salling Group has had steady growth in both revenue and profit, and has invested heavily in store modernization and expansion, including through the acquisition of Rimi Baltic in 2025.
“We know that many talented entrepreneurs are fighting for both capital and qualified sparring partners. With Salling Seeds, we can offer both – and as a major Northern European retail group with activities in six countries, we can contribute scale, knowledge and a large network that can support and create growth for innovative companies,” says Andreas Møballe, Head of Strategy, Mergers & Acquisitions and Salling Seeds at Salling Group.
The goal is to engage in start-ups and scale-ups that, with new business models and technologies that can contribute to developing the retail industry – and strengthen Salling Group's core business in the long term.
“Every day, we have a strong focus on running and improving our business, but the retail industry is constantly changing. With Salling Seeds, we want to bridge the gap between the innovative strength we see in entrepreneurs and the scale and experience we bring ourselves,” says Møballe.
Looking for ambitious companies with attractive growth potential
Salling Seeds will invest in start-ups from the seeds phase to more mature scale-ups with the potential to transform retail. The goal is to make an active difference for customers, employees and the general operations of Salling Group.
These can be solutions within everything from innovative technology, digital customer experiences, sustainability and new consumer trends. Salling Seeds' individual investments will typically range from a minimum of five million kroner to 25 million kroner in the first round.
Companies can apply via the platform sallingseeds.com, where a guide helps interested companies through the process.
Global outlook with focus on Europe
Salling Seeds operates with a global outlook and can invest outside of Salling Group's current geographical markets. Initially, however, the fund will prioritize investments in Europe, where the synergy with Salling Group's activities and network is considered greatest.
“Retail is developing rapidly, and innovation knows no national borders. We approach the market with an open mind and look for solutions that can both strengthen our business – and make a real difference for customers,” says Andreas Møballe.