Smörgåsbord
Smörgåsbord is a Stockholm-based wholesale supplier founded in 1997, providing glass, porcelain, cleaning products, furnishings, machines, restaurant products, and accessories to restaurants, foodservice operators, and adjacent commercial buyers.
- Company typePrivate
- Founded1997
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Smörgåsbord does
Smörgåsbord is a private, for-profit company based in Stockholm, Sweden, founded in 1997. The company is described as a wholesale supplier of glass, porcelain, cleaning products, furnishings, machines, restaurant products, and accessories, indicating a focus on supplying physical goods to restaurants, foodservice operators, or adjacent hospitality and commercial buyers.
The input does not provide evidence of proprietary technology, software products, APIs, integrations, or AI-enabled capabilities. Its product scope appears to be a broad wholesale catalog rather than a technical platform; no details are available on inventory systems, logistics infrastructure, supplier relationships, or differentiated product manufacturing.
The business model is best characterized as wholesale distribution of restaurant and facility-related products, likely monetized through product sales rather than subscription or usage-based pricing. No customer logos, pricing structure, revenue data, geographic market coverage beyond Stockholm/Sweden, sales channels, partnerships, funding history, or management information are provided, limiting assessment of scale and competitive positioning.
Smörgåsbord firmographics
Firmographics- Name
- Smörgåsbord
- Website
- https://smorgasbord.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smörgåsbord is a Stockholm-based wholesale supplier founded in 1997, providing glass, porcelain, cleaning products, furnishings, machines, restaurant products, and accessories to restaurants, foodservice operators, and adjacent commercial buyers.
- Ownership category
- akta.pro rank
Smörgåsbord industry classification
Industry- Product category
- Restaurant & Foodservice Supplies Wholesale
- NAICS
- Service Establishment Equipment and Supplies Merchant Wholesalers (42385)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)
- akta.pro secondary industries
- Tabletop & Front-of-House Supplies Wholesale (AFAIALAF), Bar & Beverage Service Supplies Wholesale (AFAIALAG), Foodservice & Kitchen Cleaning (Warewashing) Distribution (CRAOAGAH), Commercial Cooking Equipment & Parts Wholesale (AFAIALAJ)
Keywords
Where Smörgåsbord is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Smörgåsbord business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure
Smörgåsbord product offering
Product offeringCore offering
Smörgåsbord is a wholesale supplier of restaurant and hospitality-related products, including glassware, porcelain, cleaning products, furnishings, machines (restaurant equipment), restaurant products, and accessories. The company distributes these multi-category goods to commercial buyers in the foodservice industry.
Differentiator
Problem solved
Functional benefit
Products and services
- Glassware (glass products) Wholesale supply of glass products (glassware) for commercial foodservice and hospitality buyers such as restaurants, cafés, and hotels.
- Porcelain products Wholesale supply of porcelain tableware and related products for commercial foodservice and hospitality buyers.
- Cleaning products Wholesale supply of cleaning products for commercial kitchens, dining areas, and general hospitality operations.
- Furnishings Wholesale supply of furnishings for commercial hospitality environments, intended for restaurant and foodservice operators.
- Machines (restaurant equipment) Wholesale supply of restaurant machines and equipment for commercial foodservice operations.
- Restaurant products and accessories Wholesale supply of restaurant products and accessories used by commercial foodservice and hospitality operators.
Companies that use Smörgåsbord
Customer profileIdeal customer profiles1 record
Smörgåsbord technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Smörgåsbord competitors and assessment
Company assessmentBroad incumbents
- Axfood: Sweden's leading grocery retail group with foodservice and wholesale operations; a broad incumbent in the same Nordic market, particularly relevant where restaurant supply chains intersect retail procurement.
- Sysco: Largest global foodservice distribution company — relevant as a broad incumbent benchmark for restaurant supply wholesaling, although operating primarily in North America.
Direct peers
- Brakes Group: Pan-European foodservice wholesaler serving restaurants, pubs, and hospitality with food and nonfood categories — comparable foodservice wholesale model outside Nordics.
- Menigo Foodservice: Swedish independent foodservice distributor offering broad-range products to restaurants and catering operators across Sweden — a directly comparable Swedish HoReCa wholesaler.
- Martin & Servera: One of Sweden's largest foodservice and restaurant wholesalers, distributing equipment, food, and nonfood supplies to the Swedish HoReCa sector — directly comparable to Smörgåsbord's Stockholm-based foodservice distribution model.
- Servera: Major Swedish foodservice and hospitality distributor serving restaurants, cafés, hotels, and institutions with both food and nonfood categories — overlapping distribution model and customer base.
Regional players
- Eurocash: Largest Polish wholesale distributor to grocery and HoReCa — useful as a European regional comparator for restaurant/wholesale distribution dynamics.
- Patron Member: Nordic procurement/buying group for restaurants and foodservice — comparable cooperative model focused on Swedish/Nordic restaurant supply.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat2 records
Key risks4 records
Key highlights3 records
Customer concentration
Smörgåsbord social profiles
Digital presenceSmörgåsbord financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smörgåsbord leadership team
Management profileNumber of profiles
Smörgåsbord funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smörgåsbord M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smörgåsbord
What does Smörgåsbord do?
Smörgåsbord is a wholesale supplier of restaurant and hospitality-related products, including glassware, porcelain, cleaning products, furnishings, machines (restaurant equipment), restaurant products, and accessories. The company distributes these multi-category goods to commercial buyers in the foodservice industry.
Is Smörgåsbord a public or private company?
Smörgåsbord is a private company. It is classified as unknown and is currently operating.
When was Smörgåsbord founded?
Smörgåsbord was founded in 1997. It employs 11 to 50 people.
Where is Smörgåsbord based?
Smörgåsbord is headquartered in Stockholm, Sweden, in the Europe region.
Who are Smörgåsbord's main competitors?
Broad incumbents on record are Axfood and Sysco. Direct peers are Brakes Group, Menigo Foodservice, Martin & Servera and Servera. Regional players are Eurocash and Patron Member.
Does Smörgåsbord have an API?
No public API is recorded for Smörgåsbord.
What industry is Smörgåsbord in?
Smörgåsbord's product category is Restaurant & Foodservice Supplies Wholesale. Its primary akta.pro industry code is AFAIALAB, Restaurant & Commercial Kitchen Equipment Wholesale, with a secondary code of AFAIALAF, Tabletop & Front-of-House Supplies Wholesale. Its NAICS code is 42385 and its SIC code is 5040.