Soderberg

What Soderberg does

Söderberg is a privately-held Scandinavian bakery and café business headquartered in Edinburgh, United Kingdom. The company operates 9 café and bakery shop locations — 7 in Edinburgh (including the flagship Pavilion above its production bakery) and 2 in London (East Dulwich and Wandsworth, the latter opened 30 October 2025) — alongside two dedicated production bakeries in Edinburgh and East Dulwich that supply fresh sourdough breads and traditional Swedish baked goods daily to all sites.

The core product portfolio centers on the Swedish 'fika' experience: handcrafted cardamom and cinnamon buns, Kladdkaka, Mazarins, seasonal Semla and Saffron buns, award-winning sourdough, and a proprietary house espresso blend co-developed exclusively with Edinburgh-based Obadiah Coffee Roasters. Beyond in-store café service (breakfast, brunch, lunch, takeaway), the business has built out complementary revenue streams including event catering for offices and celebrations, hands-on cinnamon bun baking masterclasses (via Eventbrite), private venue hire at multiple locations licensed for alcohol and live music (e.g., Pavilion up to 90 guests, East Dulwich up to 100 standing), and a UK-wide e-commerce shop for merchandise, coffee beans, tea, granola, and jam.

The company is controlled by John Lister, founder of organic flour supplier Shipton Mill and identified as Söderberg's majority shareholder, creating a vertical supply relationship. Customer segments span local neighbourhood footfall (primary), corporate and event catering, and gift/experience seekers purchasing masterclass vouchers and gift cards. Go-to-market is product-led via in-store experience, supplemented by an event-driven layer (Jazz Sundays, masterclasses, private hire) and Instagram-driven brand building. Pricing across retail SKUs is premium-positioned (e.g., coffee £12.50/200g, keep cups £12–£19.50, organic cotton t-shirts £32), consistent with the artisan positioning.

Name

Soderberg

Legal name

Söderberg

Website

https://soderberg.uk

Company type

Private

Operating status

Operating

Short description

Söderberg is a privately-held Scandinavian bakery and café business operating 9 café and bakery shops across Edinburgh and London, with two production bakeries supplying traditional Swedish baked goods, sourdough, and a proprietary house espresso blend to walk-in customers, corporate caterers, and online retail buyers.

Ownership category

akta.pro rank

Product category

Specialty Bakery and Café

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118), Special Food Services (7223)

SIC

Bakery Products (2050), Retail-Eating Places (5812), Food And Kindred Products (2000)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ), Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

Keywords

• Scandinavian bakery
• Artisan café coffee
• Swedish baked goods
• Sourdough bread making
• Specialty coffee shop

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Café and Bakery Retail Sales: In-store sales of coffee, buns, cake, breakfast, brunch and lunch options including filled sourdough baguettes, toasties, open sandwiches, Swedish meatball brunch, Scandi style waffles, and sourdough pizza at select locations. 9 cafés and bakery shops across Edinburgh and London generate the primary revenue stream.
2. E-commerce Retail: Online shop selling merchandise (t-shirts, tote bags, keep cups), coffee beans, loose leaf tea, granola, jam, and gift cards. Merchandise shipping available UK-wide for £3. Online orders for cold keep cups include voucher for first drink free.
3. Event Catering: Catering services for events, offices and special occasions with flexible menu of sweet and savoury options including traditional Swedish buns, cakes, cookies, open sandwiches, savoury platters and freshly brewed coffee.
4. Private Hire: Venue hire of café spaces for private events including parties, corporate gatherings, workshops, supper clubs, and brand launches. Spaces include Pavilion (up to 90 guests with outdoor), Meadows (larger events), East Dulwich (up to 100 standing), and smaller bakery shops for intimate gatherings. Licensed for alcohol with live music options.
5. Baking Masterclasses: Hands-on cinnamon bun baking masterclasses offered in Edinburgh and London, with participants learning to make signature buns from scratch. Includes welcome fizz, tipple while baking, meal with wine or cocktail, take-home batch of buns, goodie bag with tote bag, recipe card, and dough scraper. Vouchers available as gifts via Eventbrite.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Söderberg operates Scandinavian bakery and café shops producing and selling handcrafted traditional Swedish baked goods (cinnamon buns, cardamom buns, sourdough bread, pastries), coffee, brunch, and lunch items across 9 physical locations (7 in Edinburgh, 2 in London). The business also offers baking masterclasses, event catering, private hire of café venues, and an online retail shop for merchandise, coffee beans, tea, granola and jam.

Product overview

Söderberg is a Scandinavian bakery and café business operating 9 locations across Edinburgh (7) and London (2). The company operates as a unified bakery-and-café concept with two dedicated production bakeries (in Edinburgh and East Dulwich, London) that supply all locations daily with handcrafted sourdough breads, traditional Swedish buns (cinnamon and cardamom), pastries, and seasonal specials. The product portfolio encompasses the core café and bakery in-store experience (serving coffee, brunch, lunch, and fika), a retail merchandise line (keep cups, t-shirts, tote bags), food products (granola, jam, loose-leaf tea, coffee beans), and experiences (cinnamon bun baking masterclasses, private hire venues, event catering). The Edinburgh and London bakeries serve as the production heartlands, while the café locations function as retail outlets and event spaces.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Store Café and Bakery Shops Walk-in service at 9 café and bakery shop locations across Edinburgh (7) and London (2), serving coffee, traditional Swedish buns, sourdough bread, pastries, breakfast, brunch and lunch including filled sourdough baguettes, toasties, open sandwiches, Swedish meatball brunch, Scandi-style waffles, and sourdough pizza at select locations.
• Baking Masterclasses Hands-on cinnamon bun baking masterclasses offered in Edinburgh and London, including welcome fizz, drinks while baking, meal with wine or cocktail, take-home batch of buns, goodie bag with tote bag, recipe card, and dough scraper. Vouchers available as gifts via Eventbrite.
• Event Catering Catering services for offices, events, and special occasions with flexible menu of sweet and savoury options including traditional Swedish buns, cakes, cookies, open sandwiches, savoury platters and freshly brewed coffee.
• Private Hire Venues Venue hire of café spaces for parties, corporate gatherings, workshops, supper clubs, and brand launches. Spaces include Pavilion (up to 90 guests with outdoor), Meadows (larger events), East Dulwich (up to 100 standing), and smaller bakery shops. Licensed for alcohol with live music options.
• Online Retail Shop UK-wide e-commerce storefront selling merchandise (t-shirts, tote bags, keep cups), coffee beans, loose leaf tea, granola, jam, gift cards and city guide books, with Royal Mail second class shipping at £3 flat rate (up to 5 working days).
• Söderberg Coffee Bag 200g Exclusive Scandinavian-style coffee blend with notes of caramel and chocolate, roasted by Obadiah Coffee in Edinburgh, sold in 200g bags for £12.50.
• Söderberg Loose Leaf Tea 100g loose leaf tea by Shibui, available in six varieties: Earl Grey, African Winter, Berry Hibiscus, Gunpowder Green, Lemongrass & Ginger, and Masala Chai, priced from £7.00.
• Söderberg Granola Homemade granola with roasted nuts, seeds and dried fruit, sold at £5.50 per pack, plus a seasonal variety at £6.00 with spices, roasted nuts, seeds and dried fruit.
• Söderberg Jam Jam made by Wild & Fruitful, available in seven flavors including Blueberry & Lemon, Raspberry, Raspberry & Chocolate, Pear & Ginger, Seville Orange Marmalade, Fig Chutney, and Chilli Jam, priced at £5.90 per jar.
• Gift Cards Physical gift vouchers available in £10, £20, £30, £40, and £50 denominations, posted via Royal Mail with 2-3 days handling time.
• Söderberg Keep Cup Reusable keep cup made from 100% recycled plastics with natural bamboo lid, available in Black or White at £12.00.
• Söderberg Cold Keep Cup Tempered glass keep cup with natural cork band and straw lid, designed for cold brew and iced coffee, priced at £19.50. Online orders include voucher for first drink free.
• Söderberg Tote Bag Durable canvas tote bag with branded Söderberg design, priced at £12.00.
• Söderberg T-Shirt Unisex premium 100% organic cotton t-shirt with Söderberg buns branding, available in Mustard, Grey or White in S, M, L sizes at £32.00.
• hellofrom Edinburgh City Guide Book First sustainable city guide in the world, printed on FSC paper made from disposable paper coffee cups, priced at £20.00.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Obadiah Coffee RoasterscoreTechnology or IntegrationLocal Edinburgh coffee roasters who developed an exclusive Söderberg house espresso blend. Partnership involved several months of close collaboration with their team of roasters to create a complex and delicious Scandinavian roast with familiar notes of caramel and chocolate. Obadiah's transparent and sustainable approach aligns with Söderberg values. Bags of beans are available to take home from all Edinburgh and London coffee shops.
• Shipton MillcoreOthersFlour supplier founded by Söderberg majority share-holder John Lister. All Söderberg flour comes from Shipton Mill which uses Soil Association approved organic farming practices. Their solar generation scheme generates 20% of the energy they consume. Shipton Mill operates a not-for-profit regeneration project in west Scotland planting 650,000 native trees and has a peatland carbon sequestration program.
• Belhaven SmokeryminorOthersFamily business established in 1973 in Dunbar supplying smoked salmon for classic Swedish open sandwiches at Edinburgh locations. Their Shetland salmon is fit and lean due to strong currents. All fish is Marine Conservation Society approved and Belhaven is SALSA approved as a Safe and Local supplier.
• Harvey & BrocklessminorOthersSustainable food supplier committed to working sustainably for over 4 decades. Partnership based on shared values and vision. Alastair Clark, consultant at Harvey & Brockless, noted recognition of synergy with Söderberg.
• SquareMealminorGTM or Marketing PartnerFeatured on SquareMeal platform with promotional badge for Wandsworth restaurant listing, increasing visibility to diners seeking quality restaurants.
• LifeCareminorStrategic or Co-development PartnerCharity based in Stockbridge, Edinburgh dedicated to bringing people together through community hub. Söderberg has been incredibly generous in supporting fundraising efforts and community events. Their ongoing kindness and partnership is deeply appreciated by the charity team.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Regional players

• E5 Bakehouse: London-based artisan bakery with café, sourdough school and wholesale supply. Comparable artisan sourdough bakery-café hybrid model but concentrated in London with a wholesale-led model versus Söderberg's multi-city retail focus.
• The Bread Factory: London-based artisan bakery producing breads and pastries for retail, foodservice and wholesale customers. Comparable artisan bakery production but operates primarily as a wholesale supplier rather than a café-led brand like Söderberg.

Direct peers

• Gail's Bakery: UK artisan bakery-café chain with ~100 locations serving sourdough, pastries and specialty coffee. Directly comparable in café-bakery hybrid format, multi-unit model, and UK footprint expansion strategy.
• Joe & The Juice: Scandinavian-origin global café-juice bar chain with established UK presence. Comparable on Scandinavian heritage, multi-location café operations, and premium positioning around coffee/lifestyle experience.
• Fabrique: Swedish-origin artisan bakery-café concept with multiple London locations serving sourdough breads, cinnamon buns and Scandinavian pastries alongside coffee. Direct competitor to Söderberg on Swedish bakery-café positioning in the UK.
• Nordic Bakery: London-based Scandinavian café offering traditional Nordic open sandwiches, cinnamon buns and coffee. Closely comparable niche positioning to Söderberg with shared emphasis on Nordic/Swedish bakery heritage.

Broad incumbents

• PAUL UK: French artisan bakery-café chain with UK presence serving breads, viennoiserie, pastries and coffee. Comparable European bakery-café format but broader, more established operator with a wider product range than Söderberg's Swedish focus.
• Pret A Manger: Large UK café/sandwich chain serving coffee, breakfast and lunch. Comparable UK multi-location café footprint but operates at much larger scale and with a broader, faster-food menu rather than artisan bakery focus.
• Caffè Nero: UK specialty coffee chain with hundreds of locations. Comparable UK café footprint and coffee-led proposition but operates at much larger scale and as a coffee-led chain rather than an artisan bakery brand.
• LEON Restaurants: UK fast-casual restaurant chain with strong natural/fresh food positioning. Comparable UK café/restaurant multi-location footprint, though LEON's offering centres on savoury menu items rather than artisan Swedish bakery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/soderbergbakery
• LinkedInlinkedin.com/company/soderbergbakery

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 Soderberg