Denmark’s largest retailer, Salling Group, has announced the launch of Salling Seeds, a €67 million (DKK 500 million) venture capital fund designed to support startups and scale-ups in retail, technology, and sustainability.
The fund marks a key step in Salling Group’s ASPIRE ’28 strategy, which focuses on growth through new store openings, acquisitions, and innovation. Initial ticket sizes will range from €669,000 to €2.67 million (DKK 5–20 million), with flexibility for both smaller seed-stage investments and larger follow-on commitments.
Through its subsidiary Rimi Baltic, Salling Group intends to use the fund to foster stronger ties with entrepreneurs in Estonia, Latvia, and Lithuania.
“Salling Seeds is unlocking significant opportunities for group companies to tap into innovative solutions at an early stage of development,” said Andris Vedigs, Innovation Lead at Rimi Baltic. “At Rimi, we’re committed to adapting these solutions in the Baltics to enhance customer experiences and strengthen everyday operations.”
Startups backed by Salling Seeds will gain more than funding. Portfolio companies will have access to Salling Group’s retail network, customer base, and operational expertise, giving them an accelerated path to scaling across Europe.
Salling Group operates over 2,100 stores and employs 70,000 people across Denmark, Germany, Poland, Latvia, Estonia, and Lithuania, serving 15 million customers weekly.
Owned by the Salling Foundations, the group also has a strong social impact profile. Since 2012, the foundations have donated nearly €255 million (DKK 1.9 billion) to education, culture, sports, and community causes.
Headquartered in Riga, Rimi Baltic operates four retail formats — Rimi Hypermarkets, Rimi Super, Rimi Mini, and Rimi Express — alongside a growing e-commerce platform. The chain runs 84 stores in Estonia, 140 in Latvia, and 90 in Lithuania.
