Salling Group, Denmark’s largest retailer and the parent company of Rimi Baltic, has launched Salling Seeds, a €67M (DKK 500M) venture capital fund aimed at backing startups and scale-ups in retail, technology, and sustainability.
The fund is part of Salling Group’s long-term strategy, supporting growth and innovation across its core markets. Initial investments will range from €669K to €2.67M (DKK 5M–20M), with the possibility of larger commitments. Smaller early-stage investments are also on the table.
Connecting Baltics with innovation
Through Salling Seeds, Rimi Baltic will play a key role in connecting entrepreneurs in Estonia, Latvia, and Lithuania with new investment opportunities.
Andris Vedigs, Innovation Lead at Rimi Baltic, said:
“Salling Seeds is unlocking significant opportunities for group companies to tap into innovative solutions at an early stage of development. At Rimi, we’re committed to actively exploring ways to adapt these successful solutions in the Baltics, enhancing both the customer experience and our everyday operations.”
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Backed by Denmark’s largest retailer
Salling Group operates 2,100+ stores and employs 70,000 people across Denmark, Germany, Poland, Latvia, Estonia, and Lithuania, serving 15 million customers weekly.
The company is owned by the Salling Foundations, which donates part of its profits to education, culture, sports, and community causes. Since 2012, the foundations have contributed nearly €255M (DKK 1.9B).
Under its ASPIRE ’28 strategy, Salling Group plans to expand through new store openings, acquisitions, and innovation initiatives—positioning Salling Seeds as a cornerstone of its growth plans.
What portfolio companies get
Startups backed by Salling Seeds will gain access not just to capital, but also to Salling Group’s retail networks, customer base, and operational know-how—giving them a chance to scale faster across Europe.
About Rimi Baltic
Rimi Baltic manages four store formats—Rimi Hypermarkets, Rimi Super, Rimi Mini, and Rimi Express—plus its e-commerce platform. It operates 84 stores in Estonia, 140 in Latvia, and 90 in Lithuania, with headquarters in Riga.
