Matöppet

What Matöppet does

Matöppet is a Swedish neighborhood grocery store chain (närbutikskedja) operating approximately 50 independently owned stores nationwide, each run by a local merchant (handlare) under the Matöppet franchise brand. The chain is wholly owned by Dagab Inköp och Logistik AB (org.nr. 556004-7903), which sits within the publicly listed Axfood AB group, giving Matöppet access to group-level procurement, logistics, and shared product ranges with sister banners such as City Gross. The corporate entity itself is small, with approximately 42 employees, reflecting its role as a brand, franchise-support, and marketing platform rather than a direct store operator.

The retail proposition is built around fresh produce (färskvaror), Swedish-sourced meat — including manual butcher counters at select locations — daily bake-off bread, seasonal and locally grown fruits and vegetables, and catering services such as smörgåstårtor and buffets. Many stores also serve as community service hubs, acting as agent points for PostNord, DHL, Schenker, Bring, Budbee, Instabox, Svenska Spel, ATG, Systembolaget, and pharmacy services. Marketing is conducted through weekly PDF campaign leaflets, an email newsletter subscription, and per-store Facebook and Instagram accounts. Matöppet also offers matkasse (meal kit) and pre-made sandwich services at selected locations.

Revenue is generated primarily through the grocery retail sales conducted by the franchisee-operated stores, supplemented by agent/commission income from third-party services and catering revenue at select locations. The company maintains no proprietary technology platform, no mobile app, and no disclosed pricing tiers; growth is driven by incremental store openings under the active "Bli handlare" recruitment program and by extending the in-store service mix rather than by technology-led differentiation.

Name

Matöppet

Legal name

Dagab Inköp och Logistik AB

Website

https://matoppet.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Matöppet is a Swedish neighborhood grocery chain of roughly 50 franchise-operated stores owned by Dagab/Axfood, serving local consumers with fresh Swedish produce, meat, daily bake-off, catering, and community agent services.

Ownership category

akta.pro rank

Product category

Neighborhood Grocery Retail

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC)

Keywords

• Neighborhood grocery retail
• Fresh produce groceries
• Swedish meat retail
• Catering and meal kits
• Community convenience stores

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail grocery sales: Primary revenue stream from retail sales of groceries, fresh produce, meat, bakery, and general food items to consumers in local communities.
2. Catering services: Several Matöppet stores offer catering services including smörgåstårtor (sandwich cakes), landgångar, buffets, and custom food orders for events and gatherings.
3. Matkasse (meal kit boxes): Some stores offer pre-packed meal kits and grocery bags for customers.
4. Agent/commission services: Many stores act as agents for third-party services including PostNord, Schenker, DHL, Bring, Svenska spel, ATG, Budbee, Instabox, and pharmacies, earning commission on transactions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Matöppet is a Swedish neighborhood grocery store chain operating approximately 50 independently owned stores focused on fresh produce, Swedish-sourced meat, daily-baked bread, and personal merchant service. Stores complement core grocery sales with catering (sandwich cakes, landgångar, buffets), meal-kit boxes (matkasse), and acting as agent points for parcel, lottery, and pharmacy services.

Product overview

Matöppet is a Swedish neighborhood grocery store chain consisting of approximately 50 independently operated stores across Sweden. The offering is a unified retail concept focused on fresh produce, personal service, and local products. Core offerings include Swedish fresh meat (with manual butcher counters at select stores), seasonal fruits and vegetables, daily baked goods (bake-off), and catering services. Individual stores serve as agents for various third-party services including postal and delivery services (PostNord, DHL, Schenker, Bring, Budbee, Instabox, UPS), lottery/gaming (Svenska Spel, ATG), and pharmacy services. The chain operates under the Dagab/Axfood corporate umbrella while maintaining individual store ownership.

Differentiator

Problem solved

Functional benefit

Products and services

• Matöppet Grocery Retail Core retail offering: neighborhood grocery shopping at approximately 50 independently owned Matöppet stores across Sweden, including fresh produce, Swedish meat, baked goods, and general food items for local consumers.
• Catering Services Catering offered at select stores, including smörgåstårtor (sandwich cakes), landgångar, and various buffet options for events and gatherings; customers contact their nearest store to order.
• Pre-made Sandwiches (Färdiga Smörgåsar) Ready-made sandwiches available for purchase at select Matöppet stores.
• Matkasse (Meal Kits) Pre-ordered meal kits and grocery bags available for customer pickup at select Matöppet stores.
• Newsletter Subscription Email newsletter delivering weekly offers and campaign leaflets directly to subscribers, with personal data handled by Matöppet/Dagab per the privacy policy.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Dagab Inköp & Logistik ABcoreOthersParent company that owns Matöppet. Dagab Inköp & Logistik AB (org.nr. 556004-7903) is the personal data controller for Matöppet. Matöppet is part of the Dagab and Axfood group, sharing branding, product ranges, and logistics support with sister chains like City Gross.
• Axfood ABcoreOthersUltimate parent company of the Axfood group. Matöppet is part of the Axfood group through Dagab ownership. Stores benefit from access to the same product brands and ranges available to other Axfood chains.
• PostNordminorChannel Partner/ Reseller/ DistributorMany Matöppet stores act as PostNord agent points where customers can collect and send parcels.
• Schenker / DB SchenkerminorChannel Partner/ Reseller/ DistributorVarious Matöppet stores serve as Schenker/DB Schenker agent points for parcel services.
• DHLminorChannel Partner/ Reseller/ DistributorSeveral stores operate as DHL service points for parcel collection and shipping.
• Svenska SpelminorChannel Partner/ Reseller/ DistributorMany Matöppet stores serve as Svenska Spel agent points where customers can play lottery and betting games.
• BringminorChannel Partner/ Reseller/ DistributorSome stores offer Bring parcel services.
• ATGminorChannel Partner/ Reseller/ DistributorVarious stores serve as ATG agent points for horse racing betting.
• BudbeeminorChannel Partner/ Reseller/ DistributorSome stores serve as Budbee delivery pickup points.
• InstaboxminorChannel Partner/ Reseller/ DistributorSome stores offer Instabox parcel locker services.
• Apotekstjänster (Pharmacy services)minorChannel Partner/ Reseller/ DistributorSeveral stores act as pharmacy service agents for prescription collection and over-the-counter products.
• SystembolagetminorChannel Partner/ Reseller/ DistributorSome stores serve as Systembolaget agent points for alcohol purchases.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Coop Sverige: Sweden's large consumer-cooperative grocer operating Tempo, Konsum, and other banners. Broad grocery competitor with multi-format reach and growing e-commerce.
• Lidl Sverige: International hard-discount grocer operating in Sweden. Competes with Matöppet on price perception and increasingly opens smaller-box formats in similar catchments.
• City Gross: Sister chain within Dagab/Axfood operating larger-format hypermarkets. Same product range and logistics as Matöppet but a fundamentally different large-box format.
• Willys: Sister chain within Axfood and Sweden's leading hard-discount grocer. Larger and lower-priced than Matöppet but draws from the same Axfood supply chain.
• ICA Sverige: Parent of ICA Nära and Sweden's largest grocery group. Competes broadly with Matöppet through multiple banner formats and has greater scale, marketing, and digital investment.

Regional players

• Handlar'n: Swedish independent neighborhood grocery banner for individual handlare. Closely comparable small-format, owner-operated store concept targeting the same micro-market customer.

Direct peers

• ICA Nära: Small-format neighborhood grocery banner within ICA Gruppen, Sweden's largest grocery group. Most direct comparable to Matöppet in format, scale, and small-town Swedish positioning.
• Coop Tempo: Small-format neighborhood grocery banner within Coop Sverige, mirroring Matöppet's local-store, personal-service model across Swedish communities.
• Hemköp: Sister chain within the Axfood/Dagab group operating small-to-mid-size grocery stores. Direct intra-group peer sharing the same supply chain and product ranges as Matöppet.

Emerging players

• Bergendahls (FoodKing / Dagsvekt): Independent Swedish grocery wholesaler and retailer with smaller local banners. Comparable independent operator competing for similar small-town grocery economics and confirmed as a supply-chain counterparty in Matöppet's store network.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/matoppet
• LinkedInlinkedin.com/company/mat%C3%B6ppet

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 Matöppet