Pastry Sweden was started by Magnus Noord and Magnus Äng, who had previously been senior management at EuroFlorist and helped build the brands online presence in Europe. The idea to do a similar thing, but with cake and pastry instead of flowers, arose from there. Just as EuroFlorist has a network of associated flower shops, does skickatårta have a network of associated bakeries.

They opened for business in April 2011 and have since received orders from over 8500 customers and delivered cakes all over Sweden. Last year the company had sales of about 6 Msek (€ 670 K), but Magnus Noord estimates that the market for confectionery online is worth almost € 30 million just in Sweden. This estimate is based on the assumption that confectioners mediation may be about half as large as the web-based flower delivery.

The plan is to use the funding for expansion abroad, something that has been started already, with tortdekoracje.pl being the Polish website. Germany is planned next, where they have already build a network of suppliers.

“Our ambition is to be found in all of Europe within a few years.” says Magnus Noord.

Pastry Sweden has previously had an investment by VC Spintop Ventures. Together with Industrifonden the total investments in the startup so far are about 8 Msek (almost € 1 M).

“The business model is based on being able to control an order in real-time to a nearby bakery or patisserie and to guarantee fast delivery. They have shown that they are capable of this and the founders’ extensive experience of e-commerce makes us confident that the they can scale up the operations internationally.” said Lennart Gustafson, Investment Manager at Industrifonden.

With the funding Lennart Gustafson from Industrifonden and EuroFlorist founder Peter Ljungbeck will also join the board of Pastry Sweden, boosting the startups expertise and connections.

Sydsvenskan covered the news as well, read more there for further information.

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“We started with Poland because the country has good growth rate and well-developed infrastructure with broadband. It was also easy to recruit people who speak Polish in Malmö where we have our customer service,” says company’s co-founder and CEO Magnus Noord

SkickaTårta has already delivered cakes in Warsaw, Gdansk and Krakow. However, the ambition is to sign contracts with about 1200 Polish confectioneries. Magnus Noord predicts a possibility of getting a profit of 30 million kronor from Polish market within three years. At the same time further international expansion remains on company’s agenda.

“We also have Germany and Denmark in our official plan and a few more countries in the unofficial plan. However, these decisions will be made in fall,” says Magnus Äng, co-founder and marketing manager

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