Funding

Denmark’s Salling Group Launches €67M VC Fund

Aug 20, 2025 | By Kailee Rainse

Rimi Baltic’s parent, Salling Group, has launched ‘Salling Seeds,’ a new venture capital fund with DKK 500 million (around €67M) in capital.

SUMMARY

Rimi Baltic’s parent, Salling Group, has launched ‘Salling Seeds,’ a new venture capital fund with DKK 500 million (around €67M) in capital.

The fund will back startups and scale-ups in retail, technology, and sustainability, aligning with Salling Group’s long-term growth strategy. Operating over 2,100 stores with 70,000 employees across Denmark, Germany, Poland, Latvia, Estonia, and Lithuania, Salling Group serves 15 million customers weekly. Through Salling Seeds, Rimi Baltic will link Baltic entrepreneurs with investment opportunities.

Andris Vedigs, Innovation Lead at Rimi Baltic says, “SallingSeeds 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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Salling Group seeks to enhance everyday life through sustainable solutions, customer value, opportunities for all, and societal contributions. Owned by the Danish-based Salling Foundations, which have donated nearly DKK 1.9B (€254.5M) since 2012, the group supports culture, education, sports, and communities.

Under its ASPIRE ’28 strategy, Salling Group plans store expansions, acquisitions, mergers, and a new innovation fund by 2028. Offering diverse career paths, it encourages participation in improving customer and societal experiences.

The group’s Salling Seeds venture fund invests in retail, technology, and sustainability startups and scale-ups, covering early-stage to scale-up rounds. Initial investments range from DKK 5M–20M (€669K–2.67M), with larger and smaller commitments possible. Portfolio companies benefit from capital, retail networks, and operational expertise.

Rimi Baltic, part of Salling Group, operates in Estonia, Latvia, and Lithuania across four store formats: Rimi Hypermarkets, Rimi Super, Rimi Mini and Rimi Express, alongside an e-commerce platform. The company runs 84 stores in Estonia, 140 in Latvia, and 90 in Lithuania, with its headquarters based in Riga.