welbee's supermarkets

What welbee's supermarkets does

Welbee's Supermarkets, legally operated by Retail Marketing Ltd, is a Malta-based grocery chain running 10 physical supermarket locations across the country alongside a full e-commerce platform at welbees.mt. The company's product mix spans 18 categories including fresh produce, bakery, butcher, deli, chilled and frozen foods, drinks, household, health and beauty, baby products, pets, tobacco, and clothing, positioning it as a generalist grocer targeting Maltese household consumers. The firm is privately held with no disclosed institutional investors or parent company, and operates exclusively in Malta across both online and offline channels.

The business model is anchored on one-time transactional grocery sales, supplemented by a points-based loyalty program (Welbee's Loyalty Club) accessible via a mobile app. Members earn 1 point per €1 spent and can redeem points for cashback (€3-€16 tiers), bonus points, or vouchers at a network of 100+ third-party partners spanning dining, spa, fuel, fashion, beauty, hotels, and family entertainment. New customer acquisition is driven by a €10-off-first-order promotion for €100+ purchases, and free pickup is offered for orders above €35. Same-day pickup is operational from three flagship stores (Spinola, Naxxar, Mellieha), and home delivery is available across 13 Maltese localities.

Distribution and marketing are executed through a hybrid model: physical retail storefronts, own e-commerce site, a dedicated content/recipe blog, weekly catalogues, and a mobile loyalty app. The firm has no disclosed headcount, management profiles, revenue figures, or funding history, so operational scale and financial trajectory cannot be confirmed from the input.

Name

welbee's supermarkets

Legal name

Retail Marketing Ltd

Website

https://welbees.mt

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Welbee's Supermarkets is a privately held Malta-based grocery chain operating 10 physical stores and an e-commerce platform, serving Maltese household consumers with full-range groceries, a loyalty rewards program, and delivery or pickup services.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451)

SIC

Retail-Food Stores (5400), Retail-Grocery Stores (5411)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

akta.pro secondary industries

Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ), On-demand Grocery Delivery Platforms (CRAFAFAA), Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)

Keywords

• Grocery retail
• Supermarket chain
• Online grocery delivery
• Loyalty rewards program
• Fresh food counters

Headquarters

HQ city

Birkirkara

HQ country

Malta

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Core revenue from selling grocery and consumer products through physical supermarket locations and online platform. Products span fresh produce, bakery, butcher counter, chilled food, frozen food, deli, drinks, food cupboard, household items, health & beauty, baby products, pets, tobacco, and clothing. Revenue is generated through one-time transactional purchases at point of sale.
2. Loyalty Program: Welbee's Loyalty Club generates customer retention through a points-based system where members earn 1 point per €1 spent. The program offers tiered rewards including cashback options (€3 for €50-99.99 spend, €8 for €100 spend, €11 for €150, €16 for €200), bonus points, and redeemable vouchers at third-party retailers and food & beverage outlets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Welbee's Supermarkets operates a chain of 10 physical supermarkets in Malta selling groceries and consumer goods across categories including fresh produce, bakery, butcher, deli, chilled and frozen food, drinks, household, health & beauty, baby, pets, and clothing. The retailer also runs an e-commerce platform providing home delivery and same-day pickup from designated stores, supported by a mobile-based points-based loyalty programme.

Product overview

Welbee's Supermarkets operates a Malta-based retail chain offering both physical supermarket stores and an online shopping platform. The core offering consists of grocery retail across 18 product categories (Baby, Bakery, Butcher Counter, Chilled Food, Clothes & Accessories, Delicatessen, Drinks, Food Cupboard, Frozen Food, Fruit & Veg Counter, Health & Beauty, Healthy Section, Home & Entertainment, Household, Pets, Tobacco). The online platform is complemented by the Welbee's Loyalty Club, a points-based rewards program accessible via mobile app, allowing members to earn 1 point per €1 spent and redeem for cashback, bonus points, or vouchers at over 50 partner retailers and restaurants. Same-day delivery and store pickup options are available through the online channel.

Differentiator

Problem solved

Functional benefit

Products and services

• Welbee's Supermarkets (In-Store Retail) Chain of 10 physical supermarkets in Malta selling groceries, fresh produce, bakery items, butcher and deli products, chilled and frozen food, drinks, household goods, health & beauty products, baby products, pet supplies, clothing, and tobacco to Maltese household consumers.
• Welbee's Online Shopping Platform E-commerce platform at welbees.mt enabling Maltese consumers to browse the full grocery and household catalogue, build baskets, and order home delivery to localities including Attard, Balzan, Birkirkara, Birzebbugia, Lija, Mosta, Naxxar, Gharghur, Pembroke, San Gwann, Sliema, Swieqi, and St. Julians.
• Same-Day Store Pickup Same-day click-and-collect grocery pickup service from three designated Malta stores — Spinola (St. Julians), Naxxar, and Mellieha — free for orders over €35, for Maltese consumers ordering online.
• Welbee's Loyalty Club Mobile-app-based loyalty programme where members earn 1 point per €1 spent across all 10 Welbee's stores and online, with redemption options including tiered cashback (€3 on €50-€99.99, €8 on €100, €11 on €150, €16 on €200), bonus points, and vouchers redeemable at 100+ Maltese partner retailers, restaurants, spas, fuel stations, fashion outlets, and entertainment venues.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Marion Mizzi SpacoreGTM or Marketing PartnerLoyalty points redeemable for spa treatments and wellness services. 1500 points = €10 voucher. Exchangeable at Marion Mizzi Spa, Marion Mizzi Wellbeing, and Marion Mizzi Slimming locations. Voucher valid for treatments worth €50 or over.
• Myoka SpacoreGTM or Marketing PartnerSpa voucher redemption through loyalty points. Tiers at 1500 pts (€10), 3750 pts (€25), 7500 pts (€50). Available at Doubletree by Hilton Malta. Advance booking required.
• Cave BarcoreGTM or Marketing PartnerRestaurant voucher redemption. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50. Subject to outlet availability. Advanced pre-booking required.
• Cheeky Monkey RestaurantcoreGTM or Marketing PartnerRestaurant voucher redemption at Qawra location. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50. Redeemable on original prices only.
• Copperfields RestaurantcoreGTM or Marketing PartnerRestaurant voucher redemption at Sliema location. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50.
• Sant'AnnacoreGTM or Marketing PartnerFeatured water brand supplier. Special offers on Sant'Anna Sparkling Water (€0.59-€1.49), Sant'Anna Aqua Naturale (€0.69), and Sant'Anna Still Water. Promotional pricing in loyalty offers.
• Kiko MilanominorGTM or Marketing PartnerBeauty retailer voucher redemption. 2250 pts = €10, 5625 pts = €25, 11250 pts = €50. Voucher valid for 6 months.
• MVintageminorGTM or Marketing PartnerFashion retailer voucher redemption. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50. Valid for 1 year. Redeemable at any MVintage outlet.
• Fuel Partners (Central Service Station, Fuel Hub, Paul & Rocco, Pit Stop, Santa Maria)coreGTM or Marketing PartnerFuel and car wash voucher redemption. Fuel vouchers at 3000 pts = €10. Car wash options at select stations (Pit Stop: 2600 pts, Santa Maria: 2000 pts).
• Ben & Jerry'sminorGTM or Marketing PartnerFeatured ice cream brand with products stocked including Cookie Dough (€8.75), Karamel Sutra (€8.75), and Sundae varieties (€8.75).
• Hydro FlaskminorGTM or Marketing PartnerFeatured brand for loyalty redemption. Hydro Flask products (travel bottles, tumblers) available from 4500-6000 pts. Products worth €39.95-€44.95 in-store.
• Playmobil FunParkminorGTM or Marketing PartnerKids entertainment voucher redemption. 2000 pts = €10, 4000 pts = €20, 6000 pts = €30. Valid for 3 months.
• Solana Hotel & SPAminorGTM or Marketing PartnerStaycation voucher redemption. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50. Redeemable against accommodation and board.
• Malta National AquariumminorGTM or Marketing PartnerKids attraction voucher redemption. 1500 pts = €10, 3000 pts = €20, 4500 pts = €30. Valid for 3 months.
• LindexminorGTM or Marketing PartnerFashion retailer voucher redemption. 2000 pts = €10, 5000 pts = €25, 10000 pts = €50. Not valid on 3-for-2 items or sale items.
• RossopomodorominorGTM or Marketing PartnerItalian restaurant voucher redemption. 2250 pts = €10, 5625 pts = €25, 11250 pts = €50. Voucher valid for 6 months.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Esselunga: Leading Italian supermarket chain known for category breadth, in-store prepared foods, and strong own-label. Comparable business model (multi-format superette/supermarkets with deli/bakery counters and loyalty program) at a larger regional scale.
• Carrefour: Global multi-format grocery incumbent with strong Mediterranean and franchise presence. Operates internationally across comparable geographies and offers overlapping omnichannel capabilities, though does not specialize in Malta's micro-market.
• Tesco: Global supermarket incumbent with extensive loyalty program (Clubcard) and growing e-commerce/online grocery proposition. Comparable as a benchmark for omnichannel-led grocery retail and loyalty-led customer retention.

Direct peers

• Pavi Supermarkets: Established Maltese supermarket chain with multiple locations across the island. Direct regional competitor sharing the same Malta geography and consumer base, with similar physical-store-led proposition.
• Tower Supermarkets: Malta's largest supermarket operator, running multiple banners (Greens, Park Towers, Smart, Pama, Valletta). Most direct competitor in store count and category breadth; comparable operating model across physical retail in Malta.
• SPAR Malta: SPAR franchise operator in Malta running multiple supermarket locations. Direct competitor with similar neighborhood-format store footprint and full-range grocery offering across the same localities.
• Lidl Malta: Discount supermarket chain operating in Malta since 2008. Direct competitor in the same Malta grocery market with strong private-label penetration and price-leadership positioning; same omnichannel (physical + online) ambition as Welbee's.
• George's Supermarket: Independent Maltese supermarket chain with physical store presence. Comparable as a local Malta grocer competing for the same household grocery spend and sharing the same omnichannel challenges.
• Scotts Supermarkets: Family-owned Maltese supermarket chain operating multiple stores. Comparable in size and positioning as a mid-sized independent Malta supermarket chain serving similar consumer segments.

Regional players

• Mercator: Multi-format grocery retailer operating in the Adriatic/Balkan region with supermarkets, hypermarkets, and online. Comparable in operating model (multi-format, multi-category grocery with e-commerce) though serving a different geography than Malta.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/welbees

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 welbee's supermarkets