Selma's Nordic Bakery
Family-owned Nordic artisan bakery and café in Amsterdam operating two storefronts, selling handcrafted Nordic pastries, artisan breads, grilled sandwiches, and specialty coffee to individual consumers, with catering and online pre-order/pickup services.
- Company typePrivate
- Founded2017
- HeadquartersAmsterdam, Noord Holland, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Selma's Nordic Bakery does
Selma's Nordic Bakery is a family-owned artisan bakery and café founded in 2017 and headquartered in Amsterdam, Netherlands. The company operates two physical storefronts in distinct Amsterdam micro-markets: Selma's West (Jan van Galenstraat 70), which functions as a dine-in café oriented around the Swedish 'fika' coffee-break tradition, and Selma's Jordaan/Centrum (Herenstraat 35), which is configured for to-go orders. Its product line is built on Nordic-inspired baked goods — including kanelbulle (cinnamon bun, €3.95), kardemummabulle (cardamom bun, €3.95), vegan kanelbulle (€3.95), semla (€5.95), Stockholm Levain sourdough (€4.50 per 500g), Princess Cake (€55.00, 48-hour notice) and carrot cake (€39.00) — alongside grilled sandwiches on house levain and specialty coffee. The business emphasizes local and predominantly organic ingredients and a handcrafted production approach.
The operating model is straightforwardly brick-and-mortar retail with light digital augmentation. Technology consists of a Wix-hosted website that supports product information, a pre-order form with scheduled pickup windows (minimum 6 buns), and a transactional e-commerce shop with in-store pickup. Social media (Instagram @selmasbakery, Facebook) is the primary marketing channel, with an email newsletter as a secondary touchpoint. Catering for events and gatherings is offered as a service line on top of retail. There is no proprietary technology platform, no mobile app, and no disclosed integration with third-party delivery, POS, or e-commerce platforms beyond standard website functionality.
Revenue is generated almost entirely from direct-to-consumer transactions at point of sale or via online pre-order/pickup. The company is privately held, bootstrapped, and has no disclosed institutional investors, funding rounds, or M&A activity. With a reported headcount of 1–10 and no parent or subsidiary structure, Selma's Nordic Bakery operates as a small, founder-led specialty food business whose growth to date has been organic and incremental.
Selma's Nordic Bakery firmographics
Firmographics- Name
- Selma's Nordic Bakery
- Legal name
- Selma's Nordic Bakery
- Website
- https://selmasbakery.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Family-owned Nordic artisan bakery and café in Amsterdam operating two storefronts, selling handcrafted Nordic pastries, artisan breads, grilled sandwiches, and specialty coffee to individual consumers, with catering and online pre-order/pickup services.
- Ownership category
- akta.pro rank
Selma's Nordic Bakery industry classification
Industry- Product category
- Artisan Bakery
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)
- akta.pro secondary industries
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Artisanal & Craft Bakeries (CRAHAGAA)
Keywords
Where Selma's Nordic Bakery is headquartered
LocationHeadquarters
- HQ city
- Amsterdam, Noord Holland
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Selma's Nordic Bakery business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail bakery and cafe sales: In-store sales of fresh pastries, breads, coffee, and sandwiches at two Amsterdam locations. Customers can dine in for 'fika' or get items to-go.
- Online pre-ordering: Pre-order system for pastries and breads with scheduled pickup times at designated locations. Minimum order of 6 buns for pre-orders.
- E-commerce shop: Direct online sales of bakery products including cakes, breads, and seasonal items shipped via pickup.
- Catering services: Catering services for events and gatherings, with menu options for sandwiches and pastries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual pastry items |
| Unit Pricing | Pay-as-you-go | Pre-order minimum requirements |
| Other | Pay-as-you-go | Catering services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Selma's Nordic Bakery product offering
Product offeringCore offering
Selma's Nordic Bakery is a family-owned artisan bakery and cafe operating two physical locations in Amsterdam, selling handcrafted Nordic-inspired pastries (kanelbulle, kardemummabulle, semla, princess cake), celebration cakes, sourdough levain breads, grilled sandwiches, and specialty coffee. The business supplements its retail storefronts with an online pre-order system, an e-commerce shop for in-store pickup, and catering services for events and gatherings. Most products are made from local and organic ingredients.
Product overview
Selma's Nordic Bakery is a family-owned artisan bakery and cafe operating two locations in Amsterdam (West and Jordaan/Jannenstraat areas). The business offers a unified portfolio of Nordic-inspired baked goods and specialty coffee, with products spanning traditional Swedish pastries (kanelbulle, kardemummabulle), celebration cakes (Princess cake, carrot cake), artisan sourdough breads (Stockholm Levain), and savory grilled sandwiches. Services include in-café dining (fika), take-out, catering, and a pre-order system for group orders. The company emphasizes organic, locally-sourced ingredients with a Nordic culinary focus.
Differentiator
Problem solved
Functional benefit
Companies that use Selma's Nordic Bakery
Customer profileSegments2 records
Ideal customer profiles2 records
Selma's Nordic Bakery technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Selma's Nordic Bakery partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
Selma's Nordic Bakery competitors and assessment
Company assessmentBroad incumbents
- Le Pain Quotidien: International bakery-cafe chain offering organic, rustic menu items in a cafe setting. Comparable to Selma's in combining artisan bakery with specialty coffee and dine-in, though at significantly larger scale and broader geographic reach.
- Tartine Bakery: Iconic artisan bakery known for handcrafted breads and pastries with global brand recognition. Comparable to Selma's in craft baking ethos and premium positioning, though at much larger scale and brand reach.
- Fabrique Bakery: Dutch artisan bakery and cafe chain with multiple locations, focusing on handcrafted breads and pastries with on-site baking. Comparable to Selma's as a Dutch bakery-cafe concept operating at greater scale.
Direct peers
- De Laatste Kruimel: Amsterdam bakery cafe serving pastries, breads, and coffee in a sit-down setting. Comparable to Selma's West as an artisan bakery-with-cafe operating in central Amsterdam with similar price positioning.
- Broer Bakt: Amsterdam artisan bakery known for handcrafted breads and pastries with strong local brand recognition. Directly comparable as an independent Amsterdam bakery competing for similar artisan and quality-focused consumers.
- Scandinavian Embassy: Amsterdam-based Scandinavian restaurant and cafe offering Nordic-inspired food and coffee. Closest comparable to Selma's in combining Nordic culinary theme with a cafe format and Amsterdam footprint.
- Bakkerij Wolf: Amsterdam artisan bakery producing handcrafted breads and viennoiserie. Comparable as a craft-focused Amsterdam bakery with similar quality and pricing tier to Selma's.
Regional players
- Fjallbacka / Nordic Bakeries UK: UK-based Nordic-style bakery offering Scandinavian-inspired breads and pastries. Comparable to Selma's in Nordic culinary positioning and specialty bakery format, though serving a different geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Selma's Nordic Bakery social profiles
Digital presenceSelma's Nordic Bakery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selma's Nordic Bakery leadership team
Management profileNumber of profiles
Profiles1 record
Selma's Nordic Bakery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selma's Nordic Bakery 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 Selma's Nordic Bakery
What does Selma's Nordic Bakery do?
Selma's Nordic Bakery is a family-owned artisan bakery and cafe operating two physical locations in Amsterdam, selling handcrafted Nordic-inspired pastries (kanelbulle, kardemummabulle, semla, princess cake), celebration cakes, sourdough levain breads, grilled sandwiches, and specialty coffee. The business supplements its retail storefronts with an online pre-order system, an e-commerce shop for in-store pickup, and catering services for events and gatherings. Most products are made from local and organic ingredients.
Is Selma's Nordic Bakery a public or private company?
Selma's Nordic Bakery is a private company. It is classified as family owned and is currently operating.
When was Selma's Nordic Bakery founded?
Selma's Nordic Bakery was founded in 2017. It employs 1 to 10 people.
Where is Selma's Nordic Bakery based?
Selma's Nordic Bakery is headquartered in Amsterdam, Noord Holland, Netherlands, in the Europe region.
How does Selma's Nordic Bakery make money?
Four revenue lines are on record. Retail bakery and cafe sales are the primary driver. The others are online pre-ordering, E-commerce shop and catering services.
Who are Selma's Nordic Bakery's main competitors?
Broad incumbents on record are Le Pain Quotidien, Tartine Bakery and Fabrique Bakery. Direct peers are De Laatste Kruimel, Broer Bakt, Scandinavian Embassy and Bakkerij Wolf. Fjallbacka / Nordic Bakeries UK is listed as a regional player.
Does Selma's Nordic Bakery have an API?
No public API is recorded for Selma's Nordic Bakery.
What industry is Selma's Nordic Bakery in?
Selma's Nordic Bakery's product category is Artisan Bakery. Its primary akta.pro industry code is THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus), with a secondary code of THAFAFAA, Retail Bakeries (Bread & Daily Bakery). Its NAICS code is 311811 and its SIC code is 5812.