Spintop Ventures – the investment company founded by entreprenuers and experienced investors to back the best Nordic tech entrepreneurs – today announced the investment in Pastry Sweden AB.

Pastry is a Malmo based e-commerce network currently focussed on Cakes, Pastry and Cake-decorations, where customers (both B2B and B2C) can order products on-line and have the fresh products delivered by a local bakery tied into the network throughout Sweden. The business model is similar to what has been established for a number of years in the floral business by Euroflorist and Interflora.

Pastry and its main brand names “skickatarta.se” and “tartdekoration.com” were founded by two highly experienced e-commerce entrepreneurs Magnus Noord and Magnus Äng. Both founders have some 17-18 years senior level management and extensive e-commerce experience at various companies – including at EuroFlorist.  The two founders were heavily involved in the EuroFlorist roll-out to 12 European countries, an invaluable experience for the imminent careful roll-out of Pastry into other countries outside Sweden.

Pastry was the awarded the prize as “rookie of the year” at the Swedish “Distanshandelsdagen” in late 2011 and was a finalist of the e-commerce category at Svensk Handel (Swedish trade association for retailers) in 2012.

The business was founded less than two years ago, has established a strong foothold in Sweden and is planning an international roll-out over the coming years.

Spintop Partner, Erik Wenngren will join the Board of Directors.