What Baker Hansen does

Baker Hansen is Norway's oldest bakery, established in 1861 by Arnt Hansen in Christiania (now Oslo), and remains in family ownership through five generations. The company operates a chain of 36 bakery-café locations across the Greater Oslo region, spanning Oslo, Bærum, Asker, Drammen, and Strømmen, with its headquarters and main production facility at Grini Næringspark in Østerås, Bærum. The product portfolio centers on handcrafted artisan baked goods, including traditional and specialty breads (such as Urkornbrød and Gardsspelt made from heritage grains), celebration cakes (marzipan, chocolate, wedding, custom), viennoiserie, cinnamon buns, and seasonal items, alongside a dedicated gluten-free product line produced in a separate facility at Grini.

The business operates through a hybrid direct-to-consumer model combining physical retail, e-commerce (online shop/nettbutikk), a proprietary mobile app for bread pre-ordering, and home delivery in Oslo and Bærum. Revenue is generated through multiple streams: retail store sales, online shop transactions, custom cake orders, catering services for corporate and private events, franchise royalties (requiring NOK 400,000 bank guarantee and NOK 100,000 share capital), and gift cards. Pricing is in Norwegian Kroner, with bread ranging NOK 32-75, pastries NOK 37-47, cakes NOK 180-675, and wedding cakes from NOK 4,750+. The customer base spans individual consumers, corporate accounts, and gluten-sensitive consumers served by a certified gluten-free production line with separate equipment and logistics.

The company is privately held by the Hals family, with Magnus Hals serving as CEO (Daglig leder). Baker Hansen has built strategic partnerships including Too Good To Go (since 2016, saving 630,266 meals), Ousdal Gård (since 2014, for organic spelt), Pals Kaffe (since 2008, Fairtrade coffee), and various sustainability partners. Technology infrastructure includes a mobile app (built with KnowIT), website (CoreTrek), and payment integrations (Vipps, DIBS). The company has invested in sustainability with solar panels installed at Grini in autumn 2023 and offers reusable packaging alternatives. No external funding rounds have been disclosed.

Name

Baker Hansen

Legal name

Baker Hansen AS

Website

https://bakerhansen.no

Company type

Private

Founded year

1861

Operating status

Operating

Headcount range

11–50 employees

Short description

Baker Hansen is Norway's oldest bakery (est. 1861), operating 36 bakery-café locations across the Greater Oslo region serving individual consumers, corporate accounts, and gluten-sensitive customers with handcrafted artisan breads, cakes, and viennoiserie through retail, e-commerce, and franchise channels.

Ownership category

akta.pro rank

Product category

Artisanal Bakery and Café

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Bread & Pastry Specialty Stores (CRAHAGAC), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Artisan bakery
• Bakery café
• Custom celebration cakes
• Corporate catering
• Online bakery shop

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Store Sales: In-store sales of fresh baked goods including bread, pastries, cakes, and beverages across 36 café locations.
2. Online Shop / Nettbutikk: E-commerce platform for ordering custom cakes and bakery products for delivery or pickup. Delivery available in Oslo and Bærum areas.
3. Custom Cake Orders: Customized celebration cakes with options for size, filling, text, decorations, and personalized pictures for special occasions like baptisms, confirmations, birthdays, and weddings.
4. Catering Services: Catering for meetings, events, and corporate occasions including bread, cakes, and smørrebrød. Corporate accounts receive monthly invoicing.
5. Franchise Royalties: Franchise model where Baker Hansen provides turnkey locations and franchisees operate stores under the Baker Hansen concept, paying royalties for the established brand and business model.
6. Gift Cards: Gift cards available starting from NOK 150 for gifting to bakery enthusiasts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Baker Hansen produces and retails artisan breads, pastries, cakes, Viennoiserie, gluten-free baked goods, and custom celebration cakes through its own chain of 36 bakery-café locations in eastern Norway. The company also offers café beverages, corporate and private catering services, and an online shop with home delivery for direct customer orders.

Product overview

Baker Hansen is Norway's oldest bakery (established 1861) operating as a craft bakery and café chain with 36 stores in Oslo, Asker, Bærum, Drammen, and Strømmen. The company offers a unified product portfolio centered on freshly baked goods: various breads (including specialty spelt breads like Gardsspelt and Urkornbrød, traditional loaves), celebration cakes (marzipan cakes, chocolate cakes, wedding cakes, custom cakes for baptisms/confirmations/birthdays), small baked goods (cupcakes, cinnamon buns, cookies, croissants, wiener pastries), and seasonal products (Easter marzipan). They operate a dedicated gluten-free bakery at Grini producing breads, rolls, and cakes for celiac customers. The business model combines physical retail stores with a mobile app (Brødapp) for ordering fresh bread, online shop for cakes and baked goods, and catering services for events. The company also offers sustainability-focused reusable products (shopping bags, cloth bread bags, reusable cups) as part of their environmental initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Artisan breads, pastries, and Viennoiserie
• Custom celebration cakes Custom-decorated cakes produced to order for private celebrations and corporate events.
• Gluten-free baked goods
• Bakery-café retail and coffee service Walk-in retail service across 36 bakery-café locations offering baked goods and coffee to individual consumers in the Oslo region.
• Corporate and private catering Baked goods and coffee catering for business meetings, corporate events, and private functions.
• Online shop and home delivery Online ordering of baked goods via the company's webshop, with home delivery to customers in the Oslo region.
• Mobile app for bread pre-ordering Mobile application that allows customers to pre-order breads from Baker Hansen for scheduled pickup or delivery.
• Baker Hansen franchise and partner stores Licensed franchise and partner-operated bakery-café locations enabling third-party operators to run Baker Hansen outlets under the brand.

Quantifiable outcome

• 630,266 meals saved from waste through Too Good To Go partnership
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Too Good To GocoreGTM or Marketing Partner · 1 January 2016Partnership to sell surplus bakery products at reduced prices through the Too Good To Go app. Since 2016, together with customers, they have saved 630,266 meals and avoided 1,701.72 tonnes CO2e emissions.
• Ousdal GårdcoreOthers · 1 January 2014Local organic farm supplying spelt flour from Nes in Hedmarken for Gardsspelt bread. Heidi and Gunnar grow the Oberkulmer spelt variety, stone-milled for Baker Hansen's bakery.
• Pals KaffecoreStrategic or Co-development PartnerFamily business from Billingstad, Asker supplying Fairtrade coffee. Since 2008, together with Baker Hansen, they fund the Guatemala project supporting coffee farmers with house renovations, healthcare, and education initiatives. Over 70 houses renovated since 2008.
• HoldbartminorGTM or Marketing PartnerPartner for selling surplus food items at lower prices to reduce food waste.
• MatsentralencoreOthersFood bank receiving donated surplus bread and bakery products 2-3 times per week from Baker Hansen stores. Kirkens Bymisjon and Frelsesarmeen also collect surplus from Grini bakery.
• MarkajenteneminorOthersLocal producer from Finnerud in Sørkedalen supplying table snacks (bordknask) made according to their recipe and sold in Baker Hansen stores.
• Circular&CominorOthersSupplier of reusable coffee cups (circular cup, formerly rCUP) made from recycled single-use paper cups. Offered as alternative to disposable cups.
• Ecoffee CupminorOthersSupplier of reusable coffee cups made from 100% PLA derived from renewable sources (sugar beet, sugarcane, or corn) with silicone lid and sleeve.
• Norsk UrkornminorOthersSupplier of organic spelt and emmer flour from Østre Pavestad Gård, milled at Hurum Mølle using traditional stone milling.
• KnowITcoreTechnology or IntegrationData processor and supplier for development, operation and maintenance of the Baker Hansen mobile application.
• CoreTrek AScoreTechnology or IntegrationWebsite development and hosting provider for bakerhansen.no. Acts as data processor with established data processor agreement.

Scale indicators8 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Mesterbakeren: Norwegian specialty bakery brand with a portfolio of artisan breads, pastries, and celebration cakes distributed through retail and foodservice. Direct overlap on product range, Norwegian consumer base, and specialty/artisan positioning.
• Baker Brun: Norwegian craft bakery offering handmade breads, pastries, and celebration cakes. Comparable on artisan baking positioning, custom-cake offering, and Norwegian retail market exposure.
• Deli de Luca: Norwegian bakery-café concept focused on fresh baked goods, sandwiches, and coffee in high-traffic locations. Comparable in retail bakery-café model, urban-footprint strategy, and coffee-plus-pastry occasion positioning.
• W.B. Samson: One of Norway's largest bakery-café chains, operating bakery-café locations across Norway with a similar mix of in-store bread, pastries, and coffee service. Highly comparable business model (retail bakery-café with custom cakes and coffee) competing in the same Norwegian market.
• Åpent Bakeri: Norwegian craft bakery with sourdough breads, pastries, and coffee service in Oslo locations. Direct competitor on artisan baking positioning, urban-Norwegian retail footprint, and bakery-café customer experience.
• Godt Brød: Norwegian organic and sourdough-focused bakery chain with neighborhood locations. Comparable on artisan/organic bread positioning and direct-to-consumer retail model.

Broad incumbents

• Pågens: Swedish industrial bakery brand with a wide retail range of breads and buns. Overlaps in bakery product category but competes on mass-market scale and distribution rather than craft-café experience.
• Schulstad Bakery Solutions: Established Nordic industrial/commercial bakery brand producing bread and bakery products at scale for retail and foodservice. Comparable bread/bakery product offering but competes at industrial scale rather than craft-artisan level.
• Espresso House: Largest coffee-shop chain in the Nordics with broad bakery and light-food offering. Comparable on bakery-café customer occasion and Scandinavian footprint, but operates as a broader coffee-house incumbent rather than a bakery-specialist.

Regional players

• Bakehuset: Major Swedish bakery brand producing breads, buns, and pastries for retail and foodservice. Comparable in bakery product portfolio and Scandinavian market dynamics, but operating in Sweden rather than Norway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bakerhansenbakeri
• Instagraminstagram.com/bakerhansen
• LinkedInlinkedin.com/company/baker-hansen

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Baker Hansen