Stockholm-based organic food retailer Paradiset (Paradise) has announced that it is closing two of its four stores as part of a business reset.    

A new strategy for the activism-forward business will see a new focus on developing branded product sales in both grocery and specialist channels. 

In June of last year Paradiset announced a partnership with leading Swedish health food brand owner and distributor Midsona. A joint venture consumer brand under the name Everyday By Paradiset was launched, to sell both in Paradiset’s owns stores and in the grocery channel nationally. A new CEO, previously with Sweden’s second biggest grocery retailer Axfood, is being tasked with developing the business and widening the product offer. Additionally, the new company will develop a number of new concepts around personal and planetary health solutions. 

Paradiset says that “to create space for the new venture” it will close its Sickla and Täby stores at the end of this month. The store in Sickla was established to run Paradiset’s e-commerce operation but major technology problems meant the investment had to be interrupted, significantly delaying the store’s deadline for reaching profitability. The lease on the Täby Centrum store is being terminated early after the mall operator announce a change of use which wasn’t seen as appropriate for Paradiset’s positioning. 

Paradiset expects two remaining stores to continue to perform strongly. Each has a new store manager, and the retail side of Paradiset’s business is now being headed up by former Whole Foods Market Canada buyer Joe Kennedy. The bricks and mortar stores will also act as a ‘shop window’ for the wider brand and its values.

Paradiset founder Johannes Cullberg stays as CEO of the parent company, focusing on product, concept and business development.

He says : “The past few years have been incredibly educational and exciting but also tough and it feels good to be able to implement our established strategy and come out stronger than ever. We have recruited amazingly competent people who lead the various businesses. Interest in Paradiset’s own products has been great and a number of discussions with external parties (such as gym chains, grocery chains and pharmacies) have already begun.”