Greens Supermarket

What Greens Supermarket does

Greens Supermarket Ltd. is a privately held, family-owned supermarket operator incorporated in Malta (Trade Nos. 60/762 & 60/718), headquartered in Swieqi with retail outlets in Mriehel (Birkirkara) and Victoria, Gozo. Founded as a small family grocer and now a second-generation business (per company history), it operates across both inhabited Maltese islands and runs an online shopping platform (greens.com.mt) with home delivery and click-and-collect fulfillment, supported by a mobile app on Google Play and iOS. Inventory spans 23+ categories (Baby, Bakery, Beverages, Butcher, Chilled & Dairy, Confectionery, Fish, Frozen Foods, Fruits & Vegetables, Health, Household, Pets, Wine Cellar, etc.).

The technology stack is conventional e-commerce: a shopping portal and mobile app, with the back end developed and maintained by Krystal Point IT Services. Differentiation rests on operational and customer-engagement layers rather than technology — temperature-controlled delivery vehicles, a points-based Greens Value loyalty scheme with multi-vertical partner-outlet voucher redemption (Bata, Benetton, Guess, Paradise Bay Resort, Fort Fitness, Butlers, Nespresso, Rossopomodoro, etc.), the Karta Anzjan elderly discount program (2.5% off, €250 monthly cap), and BCRS Malta participation for the beverage container refund scheme. Pricing is transaction-based, with delivery fees of €5–€7 by order value, €2.50 click-and-collect, and a €20 minimum order.

Revenue derives from three primary streams: in-store retail sales, online grocery sales (delivery + click-and-collect), and a niche marine provisioning B2B service supplying yachts, cruisers, and superyachts via temperature-controlled vehicles. Customer segments are general Maltese/Gozitan consumers (primary), the marine/yacht vertical (enterprise secondary), and elderly customers on Karta Anzjan. The firm employs approximately 40 personnel, has no disclosed funding, no M&A history, and no institutional ownership — it remains entirely family-controlled.

Name

Greens Supermarket

Legal name

Greens Supermarket Ltd.

Website

https://greens.com.mt

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Greens Supermarket is a privately held, family-owned Maltese grocery retailer operating three outlets across Malta and Gozo, an online shopping and delivery platform, a mobile loyalty app, and a niche B2B marine provisioning service for yachts and superyachts.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

akta.pro secondary industries

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE), Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ)

Keywords

• Grocery retail
• Online supermarket
• Home delivery
• Loyalty program
• Marine provisioning

Headquarters

HQ city

San Gwann

HQ country

Malta

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Store Retail Sales: Traditional brick-and-mortar supermarket sales across three locations in Malta and Gozo, serving general consumers and marine/yacht sector customers
2. Online Grocery Sales: E-commerce platform for grocery shopping with delivery and click-and-collect options, with delivery charges applied based on order value
3. Loyalty Program Revenue: Points-based loyalty system where customers earn points on purchases, redeemable for cashback or vouchers at partner outlets

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Greens Supermarket is a multi-channel grocery retailer operating three physical supermarket locations in Swieqi, Mriehel, and Gozo (Malta), complemented by an online shopping platform offering home delivery and click-and-collect across Malta and Gozo. The company sells groceries across 20+ categories (fresh produce, butcher, dairy, frozen, beverages, household, personal care, etc.) and runs a loyalty scheme plus a specialized B2B marine provisioning service for yachts and superyachts.

Product overview

Greens Supermarket operates a multi-channel retail platform comprising an online grocery shopping website, three physical supermarket outlets (Swieqi, Mriehel, and Gozo), and a B2B marine provisioning service. The core offering is the e-commerce platform enabling home delivery and click-and-collect across Malta and Gozo. The Greens Value Loyalty Scheme supports customer retention through points, cashback, and partner vouchers. Additional programs include the Karta Anzjan elderly discount scheme and the Greens App for mobile access.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Grocery Shopping Platform E-commerce platform enabling customers to browse 20+ grocery categories, place orders, and purchase groceries online for home delivery or click-and-collect across Malta and Gozo.
• Physical Retail Supermarket Stores Brick-and-mortar supermarket retail across three locations (Swieqi HQ, Mriehel, and Victoria-Gozo) with over 1,000 sq. meters of retail space and extended operating hours (7:00am to midnight).
• Home Delivery Service

Quantifiable outcome

• 30+ years of successful family business operations
• +2 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

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Krystal Point IT ServicescoreTechnology or IntegrationIT service provider responsible for the development and maintenance of the Greens Supermarket online shopping portal (greens.com.mt). Specializes in back-end development.
• BCRS MaltaminorOthersBeverage Container Refund Scheme partner. BCRS incentivizes return of single-use beverage containers with a refundable €0.10 deposit on applicable products.
• Greens Value Loyalty Partner OutletsminorChannel Partner/ Reseller/ DistributorNetwork of partner retailers accepting Greens Value loyalty vouchers. Includes fashion (Bata, Benetton, Guess), leisure (Paradise Bay Resort, Fort Fitness), home (Butlers, Nespresso), food (Rossopomodoro, Byblos), toys (Forestals), and automotive (Central Service Station) outlets across Malta and Gozo.

Scale indicators6 records

Recent moves3 records

Expansion highlights6 records

Broad incumbents

• Ocado Group: Global online grocery and fulfillment technology provider. Comparable to Greens as a benchmark for online grocery operations, although at vastly greater scale and technology depth.
• Picnic (online supermarket): European online-only supermarket with temperature-controlled delivery. Comparable to Greens as a reference point for the online grocery + temperature-controlled delivery model Greens is building in Malta.

Direct peers

• Carrefour Malta: Carrefour runs hypermarket and supermarket formats in Malta, offering fresh, packaged, and household groceries similar to Greens' full-line assortment and competing for the same Maltese household shopper.
• Lidl Malta: Lidl operates multiple discount supermarkets across Malta with a broad grocery assortment. It directly competes with Greens for everyday grocery baskets on price, range, and store convenience.
• Park Towers Supermarket: A long-established Maltese supermarket chain with physical stores and online ordering. Directly comparable to Greens in footprint, omnichannel model, and target Maltese consumer.
• Valyou (by Pavi Shopping Complex): Pavi/Valyou operates a large Maltese supermarket and shopping complex. Comparable to Greens in broad grocery retail and in-store food retailing for Maltese consumers.
• Tower Supermarket: Tower Supermarket operates in Malta with a comparable supermarket format and online delivery. Overlaps with Greens on full-line grocery, fresh departments, and home delivery service.
• Smart Supermarket (Malta): A Maltese supermarket operator offering in-store and online grocery shopping. Comparable to Greens as a domestic competitor targeting similar Maltese household customers with broad assortment.

Emerging players

• The FoodHub Malta: A Maltese online grocery delivery service. Comparable to Greens' greens.com.mt platform as a competing channel for home-delivered groceries in Malta.
• Wolt Market Malta: Wolt Market operates dark-store/quick-commerce grocery in Malta. Comparable to Greens' online channel as a digital-first delivery alternative for Maltese grocery shoppers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/greenssupermarketmalta
• Instagraminstagram.com/greens_supermarket_mt
• Xx.com/greensmalta

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Greens Supermarket