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Axfood acquires Middagsfrid

On May 31, 2017, publicly-listed Axfood (AXFO.ST) acquired, through its subsidiary Matse Holding AB, 100 % of the shares of Middagsfrid AB, a leading online food company focusing on home delivery of pre-planned grocery bags with recipes in Sweden.

Middagsfrid, established in 2007, was the first company in the world to offer pre-planned grocery bags with predefined recipes delivered directly to customers’ homes. The company today has around 20 employees and delivers groceries to customers at some 300 locations throughout Sweden. Sales in 2016 amounted to approximately SEK 75 million and the company has its headquarters in Stockholm.

The seller and founder, Kicki Theander, will stay in the organization working as head of business development and PR going forward.

“Having Carlsquare as financial advisor in the sale process has been an extremely important support for me as an entrepreneur who had never sold a company before. I truly felt that they did their utmost to achieve best possible outcome for myself and the company. They were always available, well prepared and able to put ongoing discussions into context for me to better understand possible opportunities. It felt very safe having a professional advisor as support during the whole process and final negotiations, which they handled without me being disrupted.”

Kicki Theander, founder of Middagsfrid.

Carlsquare acted as sole financial advisor to the seller

Client: Middagsfrid
Industry: Consumer Staples
Assignment: Sell-side M&A
Type of buyer: Industrial