Tösseberiet
Tössebageriet is a Stockholm-based artisan bakery and konditori founded in 1920, selling traditional Swedish breads, cakes, pastries, and seasonal semlor directly to consumers at its single Karlavägen 77 storefront, also fulfilling bespoke wedding cake orders.
- Company typePrivate
- Founded1920
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Tösseberiet does
Tössebageriet is a privately held, single-location artisan bakery and konditori founded in Stockholm on November 18, 1920 by Helga Södermark. The business operates exclusively from a historic 1885 building at Karlavägen 77 in Stockholm, where it sells traditional Swedish breads, rolls, cakes, pastries, seasonal semlor, and bespoke wedding cakes directly to walk-in consumers and café diners. The bakery has remained under independent family ownership throughout its 105-year history, currently held by Mattias Ljungberg and his father Hans Ljungberg, who acquired the business in 1996. There is no evidence of external investment, holding company, or expansion beyond the original storefront.
The bakery's core method is traditional scratch-baking using high-quality ingredients, including real butter, with explicit avoidance of substitute aids or shortcuts — a philosophy Helga Södermark articulated in 1966: "Here at Tössebageriet we create baked goods, we do not mass-produce." The team includes members of the Swedish National Culinary Team (Kocklandslaget) and National Pastry Team (Konditorlandslaget), along with winners of "Årets Konditor" (Pastry Chef of the Year) and Birgitta Rasmussons minnespris. The most notable product innovation was the 2015 launch of the semmelwrap, a wrap-style reimagining of the traditional semla that became a viral media phenomenon across Sweden and remains a signature offering a decade later. Signature products include Tössetårta, Princesstårta, semlor, semmelwrap, and royal wedding cakes.
Revenue is generated through three channels: over-the-counter retail of baked goods, café and food service (breakfast and lunch), and bespoke custom wedding and celebration cakes. Pricing is largely quote-based for custom orders; wedding cake consultation and tasting sessions are priced at 495 SEK. The business has no wholesale distribution, no e-commerce channel, no mobile application, and no external funding — operating entirely as a direct-to-consumer storefront with phone-order capability. Marketing is conducted through organic social media (Facebook and Instagram) and word-of-mouth, with no evidence of paid advertising. The customer mix is overwhelmingly distributed retail consumers, augmented by episodic corporate catering and a small number of high-end bespoke wedding clients, including commissions for the weddings of Crown Princess Victoria and Prince Carl Philip of Sweden.
Tösseberiet firmographics
Firmographics- Name
- Tösseberiet
- Legal name
- Tössebageriet
- Website
- https://tosse.se
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tössebageriet is a Stockholm-based artisan bakery and konditori founded in 1920, selling traditional Swedish breads, cakes, pastries, and seasonal semlor directly to consumers at its single Karlavägen 77 storefront, also fulfilling bespoke wedding cake orders.
- Ownership category
- akta.pro rank
Tösseberiet industry classification
Industry- Product category
- Artisan Bakery & Patisserie
- NAICS
- Retail Bakeries (311811)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
- akta.pro secondary industry
- Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread) (CRAHAKAJ)
Keywords
Where Tösseberiet is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Tösseberiet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Over-the-counter bakery and pastry retail: The primary revenue stream is direct retail sales of baked goods — breads, buns, pastries, cakes, and seasonal items — over the counter at the physical Stockholm café. Customers purchase items in-store or order by phone for pickup.
- Café and food service: Tössebageriet operates a café serving breakfast (weekdays 07:00–10:00, weekends 09:00–11:00) and lunch (weekdays 10:30–14:00, weekends 11:30–14:30). The menu includes grilled sandwiches, soups, salads, and coffee, generating food service revenue.
- Custom wedding and celebration cakes: Bespoke wedding cakes and celebration cakes are sold through consultation and pre-order, including pastry consultation/tasting at 495 SEK. This is a premium, high-value custom order revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Wedding cake pastry consultation and tasting |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Tösseberiet product offering
Product offeringCore offering
Tössebageriet is a classic Swedish artisan bakery and konditori (confectionery) in Stockholm that produces and sells breads, cookies, cakes, pastries, and seasonal semlor over the counter at its Karlavägen 77 storefront. The bakery bakes everything from scratch using quality ingredients (real butter, no substitutes) and offers custom wedding and celebration cakes, including commissions for the Swedish royal family. It also operates a café serving breakfast, lunch, coffee, and seasonal items such as lussebullar, pepparkakor, and the signature semmelwrap innovation launched in 2015.
Product overview
Tössebageriet is a traditional Swedish bakery and confectionery offering a diverse portfolio of baked goods. The core product line includes fresh breads and cookies (Bröd & Kakor), cakes and pastries (Tårtor & Bakelser), wedding cakes (Bröllopstårtor), and seasonal semlor including the innovative semmelwrap. The bakery also provides food service with breakfast and lunch offerings. Products are baked from scratch using quality ingredients, with several staff members having been part of the National Culinary Team and National Confectionery Team. The company has received royal commissions for wedding cakes and multiple prestigious awards including Birgitta Rasmusson's Memorial Prize (2022).
Differentiator
Problem solved
Functional benefit
Products and services
- Bröd & Kakor (Breads & Cookies)
Quantifiable outcome
- Viral media phenomenon: the semmelwrap, launched in 2015, created a national trend with many subsequent variants across the industry and remains popular 10 years later (2025 season)
- +1 more outcomes
Companies that use Tösseberiet
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Tösseberiet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Tösseberiet partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights1 record
Tösseberiet competitors and assessment
Company assessmentDirect peers
- Vete-Katten: Founded in 1928, Vete-Katten is one of Stockholm's most iconic konditoris, offering bread, pastries, cakes, and café service from a heritage storefront. Like Tössebageriet, it competes on premium scratch-baking, traditional Swedish pastries, and cultural heritage positioning in Stockholm.
- Sturekatten: Sturekatten is a historic Stockholm café and konditori dating to 1787, serving classic Swedish pastries, breads, and light café fare in a heritage setting. It is directly comparable to Tössebageriet in its single-location heritage model, premium pricing, and cultural cachet among Stockholm konditoris.
- Berns Salonger: Berns is a historic Stockholm venue combining restaurant, grand café, and patisserie operations with strong cultural prestige. It overlaps Tössebageriet in premium baked goods, café service, and event/catering exposure, and shares the heritage-brand positioning that supports premium pricing.
Regional players
- Lagkagehuset: Lagkagehuset is a Danish bakery chain specializing in Scandinavian-style breads and pastries with a focus on craft baking. It offers a comparable product mix to Tössebageriet (breads, pastries, cakes) but at chain scale and primarily in Denmark rather than Sweden.
- Meyers Bageri: Meyers Bageri is a Danish premium artisan bakery chain founded by Claus Meyer, focused on scratch-baking with quality ingredients and seasonal product innovation. It is comparable to Tössebageriet in its premium scratch-baking philosophy, but operates across multiple Danish locations rather than a single site.
Broad incumbents
- Gateau: Gateau is a Swedish patisserie brand historically operating multiple locations, focused on premium cakes, pastries, and confectionery. Compared with Tössebageriet's single-site artisan model, Gateau represents a broader, more distributed take on the same premium Swedish patisserie category.
Others
- Espresso House: Espresso House is the largest coffeehouse chain in the Nordics, offering café seating alongside baked goods. While not a direct patisserie competitor, it competes for the same daily café-and-pastry occasion in Stockholm and represents the broader food-service ecosystem in which Tössebageriet operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tösseberiet social profiles
Digital presenceTösseberiet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tösseberiet leadership team
Management profileNumber of profiles
Profiles1 record
Tösseberiet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tösseberiet 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 Tösseberiet
What does Tösseberiet do?
Tössebageriet is a classic Swedish artisan bakery and konditori (confectionery) in Stockholm that produces and sells breads, cookies, cakes, pastries, and seasonal semlor over the counter at its Karlavägen 77 storefront. The bakery bakes everything from scratch using quality ingredients (real butter, no substitutes) and offers custom wedding and celebration cakes, including commissions for the Swedish royal family. It also operates a café serving breakfast, lunch, coffee, and seasonal items such as lussebullar, pepparkakor, and the signature semmelwrap innovation launched in 2015.
Is Tösseberiet a public or private company?
Tösseberiet is a private company. It is classified as family owned and is currently operating.
When was Tösseberiet founded?
Tösseberiet was founded in 1920. It employs 11 to 50 people.
Where is Tösseberiet based?
Tösseberiet is headquartered in Stockholm, Sweden, in the Europe region.
How does Tösseberiet make money?
Three revenue lines are on record. Over-the-counter bakery and pastry retail is the primary driver. The others are café and food service and custom wedding and celebration cakes.
Who are Tösseberiet's main competitors?
Direct peers on record are Vete-Katten, Sturekatten and Berns Salonger. Regional players are Lagkagehuset and Meyers Bageri. Gateau is listed as a broad incumbent. Espresso House is listed as an others.
Does Tösseberiet have an API?
No public API is recorded for Tösseberiet.
What industry is Tösseberiet in?
Tösseberiet's product category is Artisan Bakery & Patisserie. Its primary akta.pro industry code is THAFAFAA, Retail Bakeries (Bread & Daily Bakery), with a secondary code of CRAHAKAJ, Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread). Its NAICS code is 311811 and its SIC code is 2050.