Carotte

What Carotte does

Carotte is a Swedish integrated facility services provider founded in 1982 in Stockholm and privately held by brothers Christian and Magnus Mertzig. The company delivers staffing, concierge, events, catering, housekeeping, and broader facility support through four operating subsidiaries: Carotte Food & Event, Carotte Staff, Carotte Housekeeping, and Carotte Concierge. It serves commercial property managers, cultural institutions, hotels, and corporate clients across four Swedish cities - Stockholm, Göteborg, Jönköping, and Malmö - with a workforce of roughly 150 full-time employees and 700 part-time staff (approximately 850 total). Named client references include Vasakronan, Castellum, United Spaces, Kungslagern Holding, Kulturhuset Stadsteatern, Konserthuset, and Sven-Harrys Konstmuseum, indicating a client base anchored on Sweden's major commercial landlords and Stockholm's flagship cultural venues.

The business model is built on long-term, multi-service contracts with property management firms and institutional clients, supplemented by event and catering engagements. Top-10 customer contracts represent approximately 175 million SEK of committed revenue, with eight of those agreements signed during the 2020 pandemic period. Revenue scaled from approximately 26 million SEK in 2015 to over 100 million SEK by 2020 and is currently around 220 million SEK. Carotte backs this scale with proprietary operational infrastructure, including a central kitchen and the Carotte Academy, which trains roughly 750 young service workers annually and functions as a recurring internal talent pipeline.

The company has invested in organizational professionalization, including the August 2022 appointment of Oscar Ohlsén as CEO, and is pursuing adjacent growth moves including a dedicated Carotte Hotel Services vertical, the planned launch of a proprietary SaaS facility management platform, and continued geographic expansion anchored on major property mandates such as the Klockan partnership with Kungslagern Holding (announced for March 2026). The labor-intensive service model combined with a planned technology layer positions Carotte as a traditional facility services operator pursuing incremental digitization rather than a software-led platform business.

Name

Carotte

Legal name

Carotte Group AB

Website

https://carotte.se

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Carotte is a Stockholm-based integrated facility services provider founded in 1982, delivering staffing, concierge, catering, events, and housekeeping to Swedish property managers, cultural institutions, hotels, and corporate clients across four cities.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Catering & Event Services: Corporate and private catering, from intimate dinners to events for 1000+ guests. Includes breakfast, lunch, dinner, mingel, and conference catering. Revenue generated per event/project.
2. Restaurant Operations: Owned and operated restaurants including Carotte Gärdet, Agdas på hörnet, Bang Bang Bangers, and restaurant services at Konserthuset and other partner venues.
3. Staffing & Recruitment: Staff provision and recruitment services for offices, visitor economy, and events through Carotte Staff. Both temporary staffing and permanent recruitment.
4. Housekeeping & Cleaning: Office cleaning and housekeeping services through Carotte Housekeeping. Certificated staff with SRY Gesällbrev.
5. Carotte Concierge: Integrated facility services packages for corporate clients bundling catering, staffing, housekeeping, and concierge services under one contract and invoice.
6. Conference & Event Venues: Rental and operation of conference and event venues across Stockholm, Göteborg, and Jönköping, including venue rental combined with full service packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Carotte is a Swedish hospitality and soft facility services provider operating through three specialized subsidiaries: Carotte Food & Event (catering, restaurants, and events), Carotte Staff (staffing and recruitment), and Carotte Housekeeping (cleaning services). These are unified under the Carotte Concierge brand offering integrated workplace service packages combining food, staffing, and cleaning under a single contract for corporate clients and property owners across Sweden.

Product overview

Carotte is a Swedish hospitality and facility services company operating through three specialized subsidiaries: Carotte Food & Event (catering, restaurants, and events), Carotte Staff (staffing and recruitment), and Carotte Housekeeping (cleaning services). These are unified under the Carotte Concierge brand for comprehensive Soft Facility Services. The company also operates multiple restaurant concepts (Agdas på hörnet, Carotte Gärdet, Konserthuset, Bang Bang Bangers, Klockan), manages conference and event venues across Stockholm, Gothenburg, and Jönköping, and offers the N'eat food cooling solution for workplaces. Carotte Academy provides internal training for service personnel. The portfolio ranges from daily office catering to large-scale events and full facility management.

Differentiator

Problem solved

Functional benefit

Brands

• Carotte Food & Event: Catering, restaurang och evenemang
• Carotte Staff
• Carotte Housekeeping
• Carotte Concierge
• N'eat
• Carotte Academy
• Carotte Hotel Services
• Bang Bang Bangers
• Agdas på hörnet
• Carotte Gärdet
• Bang Bang Bangers - Göteborg

Products and services

• Carotte Food & Event Catering, restaurant and event services offering food preparation, delivery, and on-site service for corporate and private events including breakfast, lunch, dinner, mingel, and conference catering. For corporate clients and private event organizers.
• Carotte Staff Staffing and recruitment services for offices, visitor industries, and events. Provides flexible temporary personnel pools and permanent recruitment solutions with operations across Stockholm, Göteborg, and Malmö.
• Carotte Housekeeping Professional cleaning and facility maintenance services for offices and businesses, with certificated staff holding SRY Gesällbrev. Includes office cleaning, on-call services (Avropstjänster), local care (Lokalvård), coffee machines, water dispensers, plants, and fruit services.
• Carotte Concierge Integrated Soft Facility Services combining catering, staffing, housekeeping, and concierge into a comprehensive workplace service package with unified billing for corporate clients and property owners.
• Carotte Hotel Services Specialized business area providing service functions and staffing solutions tailored for the hotel industry.
• N'eat Food cooling cabinet solution for workplaces where employees can purchase fresh daily food selections from a refrigerated unit installed on-site at corporate offices.
• Agdas på hörnet Restaurant and banquet hall at Regeringsgatan 107 in central Stockholm, featuring chefs recruited from top Stockholm restaurants. Available for dining, private events, and banquets.
• Carotte Gärdet Restaurant adjacent to Carotte's central kitchen and headquarters at Tegeluddsvägen, open from 07:30 with breakfast transitioning to lunch and fika. Available for private events evenings and weekends.
• Carotte Konserthuset Restaurant and bar operation inside the Stockholm Concert House (Konserthuset), open seven days a week serving breakfast through dinner.
• Bang Bang Bangers Hot dog bar concept featuring gourmet sausages with homemade bread and toppings. Located in the Läppstiftet building in Göteborg, also available for catering.
• Klockan at Norra Bantorget Full-service office establishment at Norra Bantorget in Stockholm providing concierge, reception, 7 conference rooms, restaurant serving breakfast/lunch/fika, gym, and tenant services for the Klockan office building.
• Conference & Event Venues Portfolio of event and conference venues including Konserthuset, Agdas STHLM, Drottninggatan 89, Epicenter, Elements, Kulturhuset, Klockan, Subtopia Winter Edition, Bang Bang Bangers, Bananpiren, Läppstiftet, and Werket across Stockholm, Göteborg, and Jönköping.
• Event Truck Mobile food truck service for garden parties, corporate events, and private celebrations. Offers street food with global influences.
• Digital Meeting Solutions Digital meeting and conference services including live streaming, interactive features, and hybrid meeting support for up to 100+ participants.

Quantifiable outcome

• Trains approximately 750 young service talents annually through Carotte Academy
• +2 more outcomes

Named customers12 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor, major and core.

• Subtopia Winter EditionminorStrategic or Co-development Partner · 26 May 2026Partnership for the Subtopia Winter Edition venue - a flexible event space with capacity for 300-2000 guests, 20 minutes from Stockholm city, for winter events.
• Vasakronan (Sergelstan)majorStrategic or Co-development Partner · 10 March 2026New collaboration between Carotte and Vasakronan in the Sergelstan area of Stockholm.
• United SpacesminorStrategic or Co-development Partner · 10 March 2026Expanded housekeeping and cleaning services partnership with United Spaces coworking locations.
• BananpirenminorStrategic or Co-development Partner · 10 March 2026Preferred partner status for the upgraded Bananpiren venue in Göteborg.
• Wenner-Gren CentermajorStrategic or Co-development Partner · 24 February 2026Carotte as service partner for the new Wenner-Gren Center property.
• Kungslagern Holding ABcoreStrategic or Co-development Partner · 2 October 2025Carotte is the exclusive service operator for Klockan, a new office development at Norra Bantorget in Stockholm owned by Kungslagern Holding (owned by Byggnads, GS-facket, and LO through Bantorget Egendom). Carotte operates the concierge, reception, 7 conference rooms, restaurant (breakfast, lunch, fika), gym, and tenant services. Opening March 2026. Building is Breeam In-Use certified targeting Outstanding level.
• GöteborgsvarvetmajorStrategic or Co-development Partner · 28 February 2025Third consecutive year as official catering partner to Göteborgsvarvet, one of Sweden's major road race events.
• Årets Kock (Chef of the Year) & Årets Kock ElevfondmajorGTM or Marketing Partner · 19 December 2024Partnership with Årets Kock and its student fund to run the Juniorkrögare 2025 competition, giving young chefs aged 19-23 the chance to run their own restaurant for two evenings at Agdas på hörnet. The winner receives mentorship from Carotte's culinary leader and proceeds go to the Årets Kock student fund.
• Kulturhuset StadsteaternmajorStrategic or Co-development Partner · 27 November 2023Exclusive catering partnership with Kulturhuset Stadsteatern in Stockholm.
• VasakronancoreStrategic or Co-development Partner · 5 May 2022Carotte and Vasakronan deepened their partnership with a five-year agreement making Carotte the exclusive operator of all soft services at the iconic Läppstiftet building in Göteborg. Carotte operates the restaurant, reception, conference facilities, and all soft services in the property. Vasakronan had previously worked with Carotte on coworking (Arena) and catering events.
• CastellumcoreStrategic or Co-development Partner · 5 May 2022Carotte and Castellum signed a long-term agreement for the Werket property in Jönköping (21,000 sqm). Carotte is responsible for all soft services including restaurant, catering, event, cleaning, staffing, conference, and coworking operations. The partnership represents Carotte's first presence in Jönköping. Opened spring 2023.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Humana AB: Swedish-listed staffing and care services company with staffing operations directly comparable to Carotte Staff's temporary and permanent placement services in offices, hospitality, and events.
• Coor Service Management: Leading Swedish integrated facility management (IFM) company providing bundled workplace and property services across the Nordics. Most direct comparison to Carotte's soft facility services (Concierge) model and is the closest publicly listed Swedish peer.

Broad incumbents

• Elior Group: Major European contract catering and facility services group active in the Nordics. Direct competitor in workplace and event catering, with bundled services and venue operations similar to Carotte.
• Compass Group: World's largest contract food services and support services group, with Swedish subsidiaries operating across workplace catering and facility services. Comparable business model at a much larger global scale.
• Sodexo: Global food services and integrated facility management major with substantial Nordic presence, directly competing in contract catering and workplace concierge services for corporate clients.
• ISS A/S: Global facility services group with significant Swedish operations, offering cleaning, catering, security, and workplace services. Overlaps with Carotte's housekeeping, staffing, and concierge offerings as part of a much broader portfolio.

Emerging players

• Newrest Group: Independent European catering and facility services group expanding into Nordic markets, focused on remote-site, inflight, and contract catering. Comparable service model in workplace catering and event services.
• Academic Work: Major Swedish staffing and recruitment firm placing young professionals and specialists across industries, including hospitality and events. Direct competitor to Carotte Staff for talent in the same customer base.

Others

• Menigo Foodservice: Sweden's leading foodservice distributor, supplying restaurants, catering operators, and event venues. Upstream supplier/ecosystem participant to Carotte's catering and restaurant operations rather than a direct competitor.
• Martin & Servera: Swedish foodservice wholesaler serving restaurants, hotels, and catering operators. Adjacent ecosystem player supplying Carotte's kitchens rather than competing for the same end customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebooksv-se.facebook.com/carotte.se
• LinkedInlinkedin.com/company/571864
• Instagraminstagram.com/carotte.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carotte