Mathem.se acquires online grocery operator – opens in five new cities

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Mathem.se expands by acquiring Matvaran.se that’s been operating online grocery for 26 Ica hypermarkets.

At the same time, Mathem will open in five new cities hoping to keep the Ica customers.

MatHem has the fastest growth on the market for online grocery, but is challenged by Ica’s own ecommerce initiative. During the second quarter of this year the company grew by 70 percent, reaching a turnover of 172 million SEK.

Matvaran.se had a yearly turnover of 200 million – but with only Ica as a customer – running the operation of online sales for Ica Maxi stores on 26 locations in Sweden.

But as Ica is now taking back the commerce operations, MatHem will therefore quickly open in Linköping, Norrköping, Motala, Gävle and Sandviken where they previously lacked presence. All new customers are offered three months of free shipping.

Matvaran.se, with its base in Norrköping, was founded by Johan Bredenholt and Fredrik Rynell. They will now work in MatHems organization after selling the company.

“With the acquisition of Matvaran.se we get new talented employees and the opportunity to grow even faster. And with such loyal customers that MatHem have, we are sure to attract many more in new areas, ” says Mathem-CEO Tomas Kull.

He hopes Mathem will keep the major part of Matvaran.se’s customers.