Thelin's Confectionery

What Thelin's Confectionery does

Thelin's Confectionery (Thelins Konditori) is a privately held, family-operated Swedish artisan bakery and konditori founded in the early 1900s, headquartered in Stockholm. The company operates 18 retail stores across Greater Stockholm, ranging from neighborhood konditoris in districts such as Kungsholmen, Östermalm, and Södermalm to suburban locations in Nacka, Solna, Danderyd, Sundbyberg, Farsta, and Älvsjö, plus the Thelins Grand Café at Kungsträdgården which functions as a full-service bistro, wine bar, and event venue.

All products are manufactured from scratch at the company's central stone-oven bakery (stenugnsbageri) in Gröndal, which operates around the clock and supplies every outlet. The product portfolio centers on classic Swedish cakes (Princess cake, cream cake, Schwarzwald, Mont Blanc, Chocoloco), individual pastries (Princess pastry, Budapest pastry, Chocoloco pastry), traditional breads (Grand Nevada wheat sourdough, walnut rye sourdough, Danish kavring, baguette), cinnamon and cardamom buns, croissants, macarons, sandwich cakes (smörgåstårta), sandwiches, salads, and an expanding line of gluten-free cakes and plant-based/vegan options; gelato is the most recent line extension. Branded chocolate inputs from Valrhona and Chocovic are used in the chocolate-coated nut range and house chocolate blends.

Revenue is generated through four primary streams: in-store retail sales across the 18 locations, an e-commerce website with home delivery throughout Greater Stockholm, a dedicated corporate catering (Företagskund) channel with standing orders for breakfast, lunch, and fika, and the Grand Café food and beverage operation. Unit pricing ranges from SEK 15–118 for breads and pastries to SEK 270–795 for celebration cakes; corporate delivery fees are SEK 215 (ex. VAT). Marketing is primarily physical-presence-driven, supported by Instagram, Facebook, and the company website, with Klarna as the integrated payment partner. Distribution remains entirely domestic within Sweden.

Name

Thelin's Confectionery

Legal name

Thelins

Website

https://thelinskonditori.se

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

51–100 employees

Short description

Thelins Konditori is a family-owned, 100-year-old Stockholm artisan bakery operating 18 retail stores and a stone-oven production bakery in Gröndal, serving individual consumers, corporate catering clients, and Grand Café guests across Greater Stockholm with cakes, pastries, breads, and sandwiches.

Ownership category

akta.pro rank

Product category

Artisan Bakery and Confectionery

NAICS

Retail Bakeries (311811)

SIC

Bakery Products (2050)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industries

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)

Keywords

• Artisan bakery products
• Swedish confectionery
• Artisanal pastries
• Fresh baked bread
• Custom celebration cakes

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: In-store sales of freshly baked goods including bread, pastries, cakes, sandwiches, salads, and beverages across 18 Stockholm locations
2. E-commerce and Delivery: Online ordering with home delivery throughout Greater Stockholm and store pickup options
3. Corporate Catering: B2B services for events including breakfast, lunch, and fika catering with standing orders and custom arrangements
4. Grand Café Food and Beverage: Full lunch service, wine bar, and crafted drinks at the Grand Café location in Kungsträdgården

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Thelins is a traditional Swedish artisan bakery and confectionery that produces and sells handmade cakes, pastries, breads, buns, sandwiches, salads, gelato and chocolates through 18 retail stores across Greater Stockholm, the Thelins Grand Café at Kungsträdgården, and an online store with home delivery. All products are baked from scratch in a central stone-oven bakery in Gröndal, using carefully selected natural ingredients, and the company also offers a dedicated corporate catering service.

Product overview

Thelins is a traditional Swedish artisan bakery and confectionery established in the early 1900s, operating 15-18 stores across Stockholm with a stone-oven bakery in Gröndal. The company offers a comprehensive portfolio of bakery and confectionery products centered around cakes (tårtor), pastries (bakelser), bread (bröd), sandwiches, and seasonal offerings. Core products include classic Swedish princess cakes (Prinsesstårta), cream cakes, chocolate cakes, and fruit meringue cakes, alongside traditional pastries like cinnamon buns, croissants, and macarons. Specialty offerings include a dedicated gluten-free cake line and plant-based/vegan options. The company also operates Thelins Grand Café in Kungsträdgården, provides home delivery services throughout Greater Stockholm, and offers corporate catering packages for businesses. All products are made from scratch using carefully selected ingredients including real butter and high-quality flour.

Differentiator

Problem solved

Functional benefit

Products and services

• Celebration Cakes (Tårtor) Made-to-order and ready-occasion celebration cakes in a wide flavor range — Princess Cake (Prinsesstårta), Cream Cake (Gräddtårta), Mont Blanc, White Dream, Schwarzwald, Chocoloco, Lemon Curd, Fruit Meringue Cake, Crunchy Passion, Rhubarb Dream, Chocolate & Passion, Strawberry Marzipan and Carrot Cake — sold by portion size for birthdays and family events.
• Individual Pastries (Bakelser) Single-serve pastries and dessert pieces such as Princess Pastry, Budapest Pastry, Chocoloco Pastry, Lemon Tart and Rhubarb Dream Pastry, sold individually in-store and online.
• Artisan Breads Stone-oven baked breads including Danish Rye Bread (Danskt Rågbröd), Grand Nevada wheat sourdough, Walnut Loaf and Baguette, produced from scratch in the Gröndal bakery.
• Buns, Rolls and Viennoiserie Traditional Swedish and Scandinavian buns such as Wheat and Rye Sourdough Buns, Danish Rye Bun, Seed & Cranberry Bun, Raisin Bun, Cinnamon Bun, Cinnamon Roll, Cardamom Bun, plus Croissant, Cardamom Cake, Mazarin, Nöttosca and Biskvi.
• Cookies, Small Cakes and Confections Smaller baked treats including Raspberry Cookie, Chocolate Ball, Coconut Top, Apple Muffin and Mini Sponge Cake, sold individually in-store and online.
• Gluten-Free Cakes Dedicated gluten-free versions of celebration cakes including Gluten-Free Princess Cake, Gluten-Free Cream Cake, Gluten-Free White Dream, Gluten-Free Photo Cake and Gluten-Free Lemon Curd, for customers with gluten intolerance or coeliac disease.
• Vegan and Plant-Based Cakes Plant-based celebration cakes including the Vegan Chocolate & Raspberry Cake and the plant-based Chocolate & Passion cake, for vegan and dairy-free customers.
• Custom Photo Cake Customizable celebration cake on which a customer-supplied photo is printed, available in standard and gluten-free versions for personalized occasions.
• Sandwiches and Sandwich Cake Pre-made sandwiches and a layered sandwich cake (smörgåstårta) for lunches, gatherings and catering occasions.
• Salads Ready-to-eat fresh salads sold alongside sandwiches as a lunch option in stores and via catering.
• Handmade Gelato Thelins' own handmade gelato, served in scoops and packaged formats as a dessert offering in-store and online.
• Chocolates and Chocolate-Covered Items Chocolate-covered almonds and hazelnuts (milk and dark chocolate), Cinnamon Almonds, Hazelnuts with Dulce de Leche, Licorice with Dulce de Leche, Chocolate Coins and Chocolate Bars.
• Pantry Items and Beverages Granola, jams and rusks for at-home use, alongside a range of teas and other beverages sold in stores and online.
• Bakery Accessories Branded cake candles and a Thelins canvas bag, sold alongside cakes and pastries as complementary accessories.
• Thelins Grand Café at Kungsträdgården Company-operated café and wine bar at Kungsträdgården in central Stockholm serving Thelins' own cakes, pastries, breads, lunches and gelato, plus wine and beverages in a sit-down setting.
• Corporate Catering Service B2B catering line delivering Thelins' bakery and lunch assortment — including sandwich cakes, sandwiches, pastries and sweet treats — to Stockholm-area businesses for meetings, conferences and events, with a dedicated corporate order form and standing-order capability.
• Home Delivery Service (Greater Stockholm) Direct-to-consumer delivery of Thelins' bakery and confectionery products across Greater Stockholm from the online store.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• KlarnacoreTechnology or IntegrationPayment processing partner enabling customers to pay easily and securely for online and in-store purchases through Klarna's payment solutions

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tössebageriet: Stockholm-based artisan bakery chain known for traditional Swedish baked goods and sourdough breads with multiple storefronts. Directly comparable in category, geography, and craft positioning.
• WB Konditori: Stockholm-based konditori producing traditional Swedish cakes and pastries with retail presence. Comparable craft bakery operating in the same geographic and product market as Thelins.
• Gateau: Swedish specialty cake and pastry brand with strong retail presence, comparable in product mix (cakes, pastries) and target occasions. Slightly more mass-market oriented than Thelins but operates in the same premium-cake category.
• Sturekatten: Historic Stockholm konditori operating since 1888, serving pastries, sandwiches, and traditional Swedish fika. Directly comparable as a heritage konditori with retail cafés in central Stockholm.
• Vete-Katten: Iconic Stockholm konditori founded in 1928, offering traditional Swedish pastries, breads, and cakes across multiple Stockholm locations. Directly comparable as a heritage Swedish artisan bakery with retail storefronts serving the same fika culture.

Emerging players

• Café Ritorno: Stockholm café/konditori serving Italian-inspired pastries and cakes alongside Swedish classics. Comparable in retail café-konditori format and cake-forward product mix.
• Bröd & Salt: Stockholm artisan bakery and café concept focused on sourdough bread, pastries, and fika offerings. Comparable in craft approach but younger and more niche than Thelins.

Broad incumbents

• Espresso House: Sweden's largest coffee chain with hundreds of locations offering coffee and pastries. Adjacent competitor for fika occasions; overlaps with Thelins at the consumer café/pastry interface but is far broader in scope.
• Pågens Bageri: Large Swedish industrial bakery producing breads, crispbread, and traditional bakery products for grocery distribution. Far larger incumbent serving the mass market rather than Thelins' premium artisan niche.
• Lindahls Bageri: Established Swedish bakery brand producing traditional Swedish breads, cookies, and pastries distributed nationally through grocery retail. Broader incumbent with industrial scale rather than Thelins' small-batch retail focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thelinskonditori
• Instagraminstagram.com/thelinskonditori
• LinkedInlinkedin.com/company/thelins-konditori

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Thelin's Confectionery