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Paradiset - Delägarkraft AB (publ.)

Become a shareholder in the healthiest grocery chain in Sweden

Invest in Paradiset today and shop natural and organic groceries at 20% discount in the stores and 10% online, as well as being part of our (r)evolution of the grocery retail industry. Take the chance and invest in a healthy future for yourself, your family and for our planet!

Investor proposal

This is a unique opportunity to invest in Scandinavias largest natural and organic grocery chain. Our previous round broke all records. We intend to break that record now....

*The campaign has 1311 lead investors

Product

The problem this product solves

Paradiset loves real, healthy food and fair trade within the food industry. We have a lot of experience from the largest food chains and we know everything we need to know - and a lot of things that we wish we didn't know.
 
We are fed up with mass production, additives, pesticides and recklessness against humans, animals and our planet! We are fed up with still having to struggle to find good products on the shelves, and that organic food is being pushed in the ads but still limited in the product range.
 
We want a change, and we want it now.

How the product solves it

Paradiset is for everyone who cares about what they eat, where the food comes from and what it contains. Paradiset is a place where we support the farmers so that they can keep manufacturing their products with passion and dignity. A place free from food with unnecessary additives. That’s why it is so simple to shop at Paradiset: the products you find in our stores are all carefully selected and chosen by us.

Product features

At Paradiset you can only find good and natural products, ranging from fruits, pasta, oils, beauty products to diapers at a fair price. It is a one-stop-shop with everything you need. We have three shops in Stockholm and a fourth will open November 1 in Täby Centrum. Furthermore, Paradisets online sales open in May with home delivery of the whole assortment in Stockholm and dry goods in the rest of Sweden. We also have a membership program where you get access to new products, exciting seminars and exciting offers in the stores.

Product use cases

Our products are for everyone who only wants natural and real food in their every day life.

Team

Johannes Cullberg avatar
Johannes Cullberg Founder/CEO
Tidigare Inköpsdirektör LIDL Norge, CEO Feelgood Svenska AB (publ.), Grundare/VD Proactive Health, Managementkonsult PwC
Knut Faremo avatar
Knut Faremo Chairman
Tidigare Koncerndirektör Norgesgruppen, Styrelseordförande Apotek Hjärtat, Ägare Picard Sverige, Styrelsemedlem Coop Industri & Logistik
Joe Kennedy avatar
Joe Kennedy Vice president/Head of purchasing
Tidigare 9 år på Whole Foods Market i Västra Kanada, Inköpare BioFood Sverige, Butikschef Hemköp Reko
Erica Magnergård avatar
Erica Magnergård Head of Online
Tidigare grundare/VD Gård till Bord AB, Nordenchef Natural Cycles, Norgechef Modern Women Media
Mathias Landin avatar
Mathias Landin COO
Butikschef COOP Åkersberga, Kontaktchef Daglivs, Butikschef VI-butikerna
Björn Forsgren avatar
Björn Forsgren Purchaser Fresh goods
Tidigare: teamledare ICA försäljningsspecialister, färskvaruansvarig ICA Liljeholmen
Lena Nikula avatar
Lena Nikula Head of Store economics
Tidigare: ansvarig för konvertering Vivo till Hemköp, Utbildningschef Axbo, Butikschef Hemköp

Market

Target Market

Paradisets' target market is the people in Sweden who wants to eat healthy, natural and organic food. That is why we want to do this journey together with our guests, to be able to expand nationally and make Paradiset available for everyone. Going forward we are looking to expand outside of Sweden as well.

Competitive landscape

Paradiset is the only grocery retailer in Sweden that only offers real food without additives. Our main competitors are ICA, COOP and Hemköp and the online based shops mathem.se and mat.se.

Unique differentiator from competitors

The main difference between Paradiset and the other grocery stores is that Paradiset only offer real food without unnecessary or hazardous additives. In addition to that, we don't sell meat that has been treated with antibiotics or hormones, nor chicken from farms where the animals are not able to range freely or fish from non sustainable stocks.

Company revenue streams

We make profit from selling natural and organic products at a fair price. We also sell gift cards and offer catering for events.

Product/service distribution

Our main channel to our guests is through our stores at Södermalm, City and Sickla Köpkvarter in Stockholm. We have also started selling our groceries online via www.paradiset.com. We are on Facebook (@Paradiset) with almost 28K followers, Instagram (@paradisetmatmarknad) with 21K followers and a newsletter that is being sent out to our "regulars" once a week.

Execution

Previous milestones/traction

June 4, 2015 – our first shop at Södermalm opens on Brännkyrkagatan 62.
May 3, 2016 – our second shop at Regeringsgatan 44 opens.
January 25, 2017 – our third shop opens in Sickla Köpkvarter.
May 22 – launch of Paradiset online

Next key objectives

Our first goal is to scale up our online sales and secure that we in the near future can deliver to a large part of Sweden. We are also opening up our fourth store in Täby Centrum as well as moving the city store to a closeby premium location. They will both be of smaller format and very cost efficient in order to reach profitability in a shorter time to prove the business model and continue our expansion.

Previous Financing

In our first crowdfunding we reached 18,2 mSEK. Ca 10% was spent on fees for the platform, lawyers and marketing. The remaining funds have been used to replace all IT and ERP systems in order to launch the online shop, the building of the online shop, hiring 5 specialists to the head office, 2 customer service employees and picking staff.
 
Previously: 73 mSEK from existing share holders to finance our three first shops.
15 mSEK loan from ALMI, 10 mSEK loan from SEB, 13 mSEK in leasing.

Partnerships

We work in a close relationship with our suppliers and producers. We carefully select who we choose to work with and constantly keep a close dialogue with our partners to continuously develop our offer to our guests. We also work in a close relation with the restaurants that is renting space in our food courts to be able to deliver the best possible holistic experience for every visitor.

Use of funds

Our goal is to scale up our online sales and secure that we in the near future can deliver to a large part of Sweden. This will require continued investments in the technical platform, in own developers and in logistics to make picking and distribution more efficient. We will also need funds to finance our fourth store in Täby Centrum as well as moving the city store to a closeby premium location. 

Industry Certifications/Awards

Awards
2016 - Winner Best Organic Shop, Ekogalan
2016 - Winner Årets Hjärta, Fast Food Awards
2016 - Winner This years tenant concept, Nordic Council of Shopping Centers
2017 - Winner This years Store Concept, Retail Awards
2017 - Finalist This years Organic Shop, Dagligvarugalan
2017 - Finalist This years Fruit and Vegetable department, Dagligvarugalan
2018 - Winner Sustainable Role Model Company of the Year, White Guide Green

Return on Investment

Since the last emission the value of the stocks have increased 19%. Every investor can expect a return of investment by either selling their shares to a higher valuation in coming emissions through crowdfunding or an IPO that is planned within a few years time.
Being a shareholder also entitles you to a 20% discount in stores and 10% online on standard prices on the whole assortment. The discount is valid for 12 months and is personal. This means that every shareholder shopping at Paradiset can earn back the invested money in a short period of time.
 

Risk Analysis


One risk could be if Sweden enters a recession that would have a negative effect on our revenue - however that would consequently also effect every business in the industry. Another risk could be if our competitors would initiate a "price war" instead of joining our course of offering only good and real food. Another risk is the launch of the online sales since there are currently only a few profitable companies to learn from.