W.B. SAMSON
W.B. Samson is Oslo's oldest bakery, founded in 1894 and family-owned across four generations, operating 23 retail branches across Oslo, Bærum, and Lillestrøm serving artisan bread, pastries, cakes, lunch, coffee, and evening stone-oven pizza to consumers and corporate accounts.
- Company typePrivate
- Founded1894
- HeadquartersOslo, Norway
- Headcount251–500
- GTM typeB2C
- OfferingServices
What W.B. SAMSON does
W.B. Samson AS is Oslo's oldest continuously operating bakery, founded in 1894 by Wilhelm Bismark Samson and still owned and operated by the 4th and 5th generations of the Samson family (Morten, Carl Fredrik, and Per Christian Samson). The company runs 23 directly-operated retail branches across Oslo, Bærum, and Lillestrøm, with a central production facility at Gyldenløvesgate 8 on Frogner that was fully rebuilt in 2019 around new stone ovens, hand-shaped loaves, and extended cold-fermented artisan methods. Its product range spans bread (including long-fermented sourdough), Viennese pastry, cinnamon buns, cakes, sandwiches, freshly pressed orange juice, coffee, and — at six locations — stone-oven pizza with 3-6 day cold-fermented dough served in the evening with wine and beer.
The business operates a hybrid go-to-market: direct-to-consumer through in-branch over-the-counter sales, an e-commerce storefront on samson.no for pickup and home/workplace delivery, a zone-based delivery service to defined Oslo/Akershus postal codes, a Foodora partnership for evening pizza, and a corporate credit account (kredittkunde) program for B2B catering and recurring workplace orders. Pricing is unit-based in NOK across low-AOV SKUs (NOK 43-104 for pastries and lunch) with zone-based delivery fees (NOK 180-360) and a 50% Saturday surcharge. The company differentiates on ingredient provenance through exclusive supplier relationships with Kaffa coffee, Valrhona chocolate, Valdresmeieriet cheese, Stølsvidda mountain pork, Duga naked barley, Toten Egg, and Røros Drikkeri custom beverages. Customer segments span individual Oslo/Akershus consumers, corporate accounts, and delivery customers. Revenue is not publicly disclosed; the business is entirely family-controlled with no external funding, M&A, or public market activity.
W.B. SAMSON firmographics
Firmographics- Name
- W.B. SAMSON
- Legal name
- W.B. Samson AS
- Website
- https://samson.no
- Company type
- Private
- Founded year
- 1894
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- W.B. Samson is Oslo's oldest bakery, founded in 1894 and family-owned across four generations, operating 23 retail branches across Oslo, Bærum, and Lillestrøm serving artisan bread, pastries, cakes, lunch, coffee, and evening stone-oven pizza to consumers and corporate accounts.
- Ownership category
- akta.pro rank
W.B. SAMSON industry classification
Industry- Product category
- Artisan Bakery
- NAICS
- Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
- akta.pro secondary industries
- Artisanal & Craft Bakeries (CRAHAGAA), Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)
Keywords
Where W.B. SAMSON is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices23 records
Markets served
W.B. SAMSON business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Bakery Retail Products: Sale of freshly baked goods including bread, pastries, cakes, cinnamon rolls (kanelboller), wienerbakst (croissants), and small baked items across 23 retail branches. Products are sold over-the-counter and via online ordering for pickup or delivery.
- Catering & Lunch Orders: Corporate and individual catering orders for lunch, events, and meetings. Delivery of baked goods, cakes, sandwiches, and lunch items to workplaces and homes. Credit account (kredittkunde) program for repeat business customers with monthly invoicing.
- Pizza, Wine & Evening Dining: Evening pizza service at select locations (Grünerløkka, Gimle, Bekkestua, Sæter, Hasle, CC-Vest) with stone-oven baked pizza, wine, beer, and bar snacks. Pizza dough is cold-fermented for 3-6 days.
- Coffee & Beverages: Coffee and beverages sold across all branches. Coffee supplied by Kaffa roastery, freshly pressed orange juice, and branded drinks from Røros Drikkeri.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sandwiches and filled baguettes |
| Unit Pricing | Pay-as-you-go | Pastries and small baked goods |
| Unit Pricing | Pay-as-you-go | Cakes (whole) |
| Unit Pricing | Pay-as-you-go | Beverages |
| Unit Pricing | Pay-as-you-go | Delivery Zone 1 - Oslo area |
| Unit Pricing | Pay-as-you-go | Delivery Zone 3 - Outer areas |
| Unit Pricing | Pay-as-you-go | Pizza (evening locations) |
| Unit Pricing | Pay-as-you-go | Knekkebrød (crispbread) and colonial goods |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
W.B. SAMSON product offering
Product offeringCore offering
W.B. Samson is an Oslo-based family-owned artisan bakery chain operating 23 retail branches across Oslo, Bærum, and Lillestrøm in Norway. The company produces and sells hand-crafted bread, Viennese pastries, cakes, cinnamon buns, sandwiches, coffee, fresh-pressed orange juice, and stone-oven baked pizza, alongside corporate catering and home/workplace delivery services. Bread-making follows traditional long-fermentation and stone-oven baking methods.
Product overview
W.B. Samson is Oslo's oldest bakery, established in 1894, operating 23 branches across Oslo and Akershus. The company offers a unified bakery and café operation with core products including hand-crafted artisan bread (using traditional stone oven baking and long fermentation), award-winning cinnamon buns, Viennese pastries, fresh-pressed orange juice, pizza, and various pastries and cakes. The business operates as a single unified brand offering in-store dining, takeaway, and catering services through an online ordering platform. Key offerings include lunch items (sandwiches, salads, wraps), whole cakes (including gluten-free 8-bit options), and a growing evening service featuring stone oven-baked pizza with wine and beer at select locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Brød (Artisan Bread) Hand-crafted artisan bread using traditional methods including hand-shaping, long overnight cold fermentation, and baking in high-temperature stone ovens; sold over the counter, online, and through corporate catering.
- Wienerbakst (Viennese Pastry) Viennese pastries including croissants (12 butter layers), wienerkam with macaron filling, and wienerstang with apple filling, made using a two-day fermentation process and traditional cultured unsalted butter.
- Kanelbolle (Cinnamon Bun) Fresh-baked cinnamon buns baked continuously throughout the day for freshness; awarded Oslo's best by Yelp in 2016 and by Aftenposten in 2022 and 2023.
- Pepperkakedeig (Gingerbread Dough) Gingerbread dough recognized as Oslo's best by Dagens Næringsliv, made with cream, cultured milk, and selected spices; available in all branches including decorated figures and gingerbread hearts.
- Ferskpresset appelsinjuice (Fresh-pressed Orange Juice) In-house freshly pressed orange juice made from sweet, optimally ripe oranges using a gentle pressing method that preserves sweetness without bitterness; pressed daily across branches.
- Stone-Oven Pizza (Evening Service) Stone-oven baked pizza with dough cold-fermented for 3-6 days, served in the evenings at Grünerløkka, Gimle, Bekkestua, Sæter, Hasle, and CC-Vest locations with wine, beer, and bar snacks; gluten-free base available.
- Kaffe fra Kaffa (Specialty Coffee) Specialty coffee sourced from Kaffa roastery with seasonal custom lots, direct farmer traceability, and roasted to highlight fruity, origin-driven flavors; served across all branches and sold by weight.
- Lunsj (Lunch Items) Lunch offerings including sandwiches, baguettes, focaccia, salads, and wraps available at all branches and for delivery to workplaces or homes.
- Kaker (Cakes) Whole cakes including chocolate, carrot, walnut, and raspberry cakes, available in standard and gluten-free 8-bit versions for retail and catering.
- Småbakst (Small Baked Goods) Assorted pastries including croissants, scones, chocolate buns, school bread (skolebrød), and other small baked goods sold across all branches.
- Knekkebrød (Crispbread) Crispy flatbread made from whole grain rye flour, sesame, sunflower, flax seeds, and oat bran; baked slowly at low temperature and high in fiber, omega-3, B and E vitamins, calcium, and iron.
- Catering Services Catering for corporate events, business lunches, meetings, and private occasions; delivers baked goods, cakes, sandwiches, and lunch items to homes and workplaces in Oslo and Akershus.
- Online Store and Delivery Service E-commerce platform on samson.no enabling pickup at branches and home or workplace delivery of bakery products, lunch, cakes, and catering across Oslo, Bærum, and Lillestrøm with zone-based pricing.
- Corporate Credit Account (Kredittkunde) Credit account program for businesses and individuals allowing recurring catering and lunch orders with monthly invoicing; orders processed within 1-2 business days.
Quantifiable outcome
- W.B. Samson's kanelbolle (cinnamon roll) voted Oslo's best by Yelp (2016) and Aftenposten (2022, 2023)
- +1 more outcomes
Companies that use W.B. SAMSON
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
W.B. SAMSON technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
W.B. SAMSON partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Røros DrikkericoreW.B. Samson partners with Røros Drikkeri (part of Røros Bryggeri og Mineralvannfabrikk, operating since 1900) to produce custom beverages exclusively for W.B. Samson. These include Solbærbrus (blackcurrant soda) and Sitronbrus (lemon soda), described as refreshing and pure, made with high-quality ingredients from Røros. Røros Drikkeri fills boxes from Samson with raw materials of the highest quality.
- ValdresmeierietcoreW.B. Samson partners with Valdresmeieriet, a cheese maker in Fosheim in Røn near Fagernes. Valdresmeieriet produces a custom cheese exclusively for W.B. Samson using milk from local farms in Valdres. The cheese is hand-crafted in light and modern facilities, aged on wooden shelves in temperature-controlled ripening rooms. The Wangensten family runs Valdresmeieriet, which also has a four-generation heritage in rakfisk production.
- DugacoreW.B. Samson sources Duga naked barley from selected farms in Østfold. Duga is an exceptionally fiber-rich naked barley variety grown by four farmers in the Østfold region. Naked barley means the grain loses its husk during threshing, allowing the whole kernel to be used, resulting in higher nutritional content and better taste. Duga has a mild, flavorful, nutty taste and is rich in beta-glucans with documented health benefits.
- Toten EggcoreW.B. Samson partners with Toten Egg for weekly deliveries of fresh organic eggs. Toten Egg is a cooperative of 14 producers in the Toten region, approximately 120 km north of Oslo. Six producers supply organic free-range eggs. W.B. Samson receives 10,000 fresh eggs per week, all cracked by hand. Eggs are used for vanilla cream, cake layers, croissants, and more.
- StølsviddacoreW.B. Samson partners with Stølsvidda, a family farm producing mountain pork (fjellgris) from Valdres. The partnership was newly established in December 2019. Stølsvidda is operated by Knut Ødegaard, his wife Ragnhild Mobæk, and their three children. The farm has up to 900 mountain pigs. W.B. Samson uses this pork in their baguette, which has become a classic and bestseller across all branches.
- ValrhonacoreW.B. Samson uses Valrhona chocolate for hot chocolate and various other products. Valrhona is a premium French chocolate brand founded in 1922 in Tain l'Hermitage in the Rhône Valley. Valrhona is the chocolate choice of many of the world's most respected pastry chefs and chocolatiers. The brand is known for its focus on direct relationships with cocoa farmers to improve their living and working conditions.
- KaffacoreW.B. Samson partners with Kaffa, a small specialty coffee roastery established in 1997 and located at Ryen in Oslo. Kaffa is considered a leading figure in quality coffee in Oslo, also operating JAVA and MOCCA coffee bars on St. Hanshaugen and Briskeby. W.B. Samson works closely with Kaffa to select custom coffee lots that change seasonally. Kaffa sources directly from coffee farmers with full traceability from coffee tree to cup. W.B. Samson also sells Kaffa coffee beans by weight.
Scale indicators5 records
Recent moves16 records
Expansion highlights5 records
W.B. SAMSON competitors and assessment
Company assessmentDirect peers
- Godt Brød: Norwegian sourdough-focused bakery chain with multiple Oslo locations, emphasizing traditional long-fermentation bread. Closely comparable to W.B. Samson's artisan bread positioning and target urban consumer.
- Åpent Bakeri: Oslo-based artisan bakery and café chain with a strong coffee and viennoiserie program. Competes head-to-head with W.B. Samson in the Oslo premium bakery and café segment, particularly for lunch and coffee occasions.
- Baker Hansen: Major Norwegian bakery chain with broad retail coverage, producing bread, pastries, and cakes for daily consumption. Direct competitor to W.B. Samson in the Norwegian retail bakery category with overlapping product mix and customer base.
- Konditoriet: Historic Oslo bakery and café known for cakes, pastries, and traditional Norwegian baked goods. Comparable to W.B. Samson on heritage positioning, product range, and Oslo retail footprint.
Emerging players
- St. Lucia Bakeri: Norwegian bakery and café concept focused on sourdough bread and coffee. Comparable product mix to W.B. Samson's artisan bread and café offering, with a smaller and more focused footprint.
Broad incumbents
- Pågens: Major Swedish bakery brand with broad Scandinavian distribution across bread and buns. Comparable in bakery category but primarily mass-market packaged goods rather than W.B. Samson's artisan retail model.
- Le Pain Quotidien: International bakery-café chain with comparable artisan bread and café daypart model. Operates as a global incumbent rather than a regional specialist, but is directly comparable on product mix, daypart strategy, and urban café positioning.
- Hatting Bakery: Large Danish industrial bakery with Nordic-wide distribution and broad bakery product portfolio. Comparable in product category (bread and bakery) and operates at much larger scale than W.B. Samson's regional artisan chain.
Regional players
- Emmets: Norwegian packaged bread and bakery brand with broader regional distribution across grocery. Comparable product category but a different go-to-market (mass-market packaged bread vs. W.B. Samson's artisan retail model).
Others
- Kaffa: Oslo-based specialty coffee roastery and supplier partner to W.B. Samson, also operating JAVA and MOCCA coffee bars. Comparable as an adjacent coffee operator in the Oslo premium F&B ecosystem and a key supplier in W.B. Samson's value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
W.B. SAMSON social profiles
Digital presenceW.B. SAMSON financial estimates
Financial estimateRevenue estimate
Valuation estimate
W.B. SAMSON leadership team
Management profileNumber of profiles
Profiles3 records
W.B. SAMSON funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
W.B. SAMSON 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 W.B. SAMSON
What does W.B. SAMSON do?
W.B. Samson is an Oslo-based family-owned artisan bakery chain operating 23 retail branches across Oslo, Bærum, and Lillestrøm in Norway. The company produces and sells hand-crafted bread, Viennese pastries, cakes, cinnamon buns, sandwiches, coffee, fresh-pressed orange juice, and stone-oven baked pizza, alongside corporate catering and home/workplace delivery services. Bread-making follows traditional long-fermentation and stone-oven baking methods.
Is W.B. SAMSON a public or private company?
W.B. SAMSON is a private company. It is classified as family owned and is currently operating.
When was W.B. SAMSON founded?
W.B. SAMSON was founded in 1894. It employs 251 to 500 people.
Where is W.B. SAMSON based?
W.B. SAMSON is headquartered in Oslo, Norway, in the Europe region.
How does W.B. SAMSON make money?
Four revenue lines are on record. Bakery Retail Products are the primary driver. The others are catering & Lunch Orders, pizza, Wine & Evening Dining and coffee & Beverages.
Who are W.B. SAMSON's main competitors?
Direct peers on record are Godt Brød, Åpent Bakeri, Baker Hansen and Konditoriet. St. Lucia Bakeri is listed as an emerging player. Broad incumbents are Pågens, Le Pain Quotidien and Hatting Bakery. Emmets is listed as a regional player. Kaffa is listed as an others.
Does W.B. SAMSON have an API?
No public API is recorded for W.B. SAMSON.
What industry is W.B. SAMSON in?
W.B. SAMSON's product category is Artisan Bakery. Its primary akta.pro industry code is THAFAFAA, Retail Bakeries (Bread & Daily Bakery), with a secondary code of CRAHAGAA, Artisanal & Craft Bakeries. Its NAICS code is 311811 and its SIC code is 2050.