Salling Group has introduced Salling Seeds, a new venture capital fund to support business growth through innovative solutions.
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Rimi Baltic’s parent company, Salling Group, has introduced ‘Salling Seeds,’ a new venture capital fund with a capital allocation of DKK 500M (approximately €67M).
The fund will invest in startups and scale-ups operating in retail, technology, and sustainability. Salling Seeds forms part of Salling Group’s long-term strategy and is intended to support business growth in these sectors.
Salling Group operates more than 2,100 stores and employs around 70,000 people across Denmark, Germany, Poland, Latvia, Estonia, and Lithuania, serving about 15 million customers weekly.
Through Salling Seeds, Rimi Baltic will connect entrepreneurs in the Baltic region with potential investment opportunities.
Andris Vedigs, Innovation Lead at Rimi Baltic, says, “SallingSeeds is unlocking significant opportunities for group companies to tap into innovative solutions at an early stage of development. At Rimi, we’re committed to actively exploring ways to adapt these successful solutions in the Baltics, enhancing both the customer experience and our everyday operations.”
A VC fund backed by Salling Group
Salling Group aims to help people improve their everyday lives through sustainable solutions, customer value, opportunities for all, and donations to society.
The group is owned by the Danish-based Salling Foundations, which donates part of the profit to culture, education, sports, and community. Since 2012, the foundations have donated DKK 1.9B (nearly €254.52M).
By 2028, the group aims to expand its priorities through the strategy ASPIRE ’28, which sets goals for store openings, acquisitions, mergers in current and new markets, and a new innovation fund.
Salling Group provides a range of job and career paths and invites people to take part in its work to improve daily life for customers and society.
The group has launched Salling Seeds, a venture capital fund that invests in startups and scale-ups within retail, technology, and sustainability. The fund focuses on areas linked to Salling Group’s core business.
Salling Seeds invests across different stages, from early startups to scale-ups. Initial investments range from DKK 5M – DKK 20M (€669K – €2.67M), with the possibility of larger commitments. Smaller investments may also be made at earlier stages.
Through Salling Seeds, portfolio companies gain access to capital, retail networks, and operational know-how.
Brief about Rimi Baltic
Rimi Baltic operates in Estonia, Latvia, and Lithuania as part of Salling Group. The company manages four store formats—Rimi Hypermarkets, Rimi Super, Rimi Mini, and Rimi Express—along with an e-commerce platform.
Its network includes 84 stores in Estonia, 140 in Latvia, and 90 in Lithuania, with group headquarters located in Riga.