Swedish food chain Holy Greens is preparing to launch in the United Kingdom, with its first restaurant opening in London's Canary Wharf this summer. The company, known for its fresh salads, warm bowls, and healthy meals, operates around 30 locations across Sweden and describes its concept as 'Scandinavian mindful eating,' focusing on health, sustainability, and conscious living.
First UK Site and Expansion Plans
The debut restaurant will be located at Cabot Square in Canary Wharf, with several more London openings already in the pipeline. Holy Greens has begun a recruitment drive for these new sites. The company's website states: 'Our guests are more than customers; they are ambassadors of a lifestyle.' It aims to build 'a strong connection with individuals who care about what they eat and its impact on the world around them, without being overly complicated.'
In its recruitment advertising, Holy Greens says: 'Be part of our Scandinavian community. We are planning several new openings around London in the coming years and are always looking for new employees who respect people's differences and are passionate about providing good service. Join our green revolution.'
Company Background and Leadership
Founded in 2013 by David Egonson and Nebojsa Pavicevic, Holy Greens is headquartered in Malmö and backed by investment firm Equip Capital. Chief executive Sabrina Jaeger commented on the expansion: 'This marks an important step in our international journey, but it is also the result of nearly two years of focused work across the entire organisation.'
Jaeger elaborated on the challenges of international expansion: 'International expansion is often viewed as a single strategic decision. The reality is very different. It involves countless analyses, market visits, pilot runs, refinements to our unit economics, supplier negotiations and building the right organisational capabilities.'
Strategic Approach to London Market
'We have deliberately taken the time to ensure that the foundation is strong: both operationally and culturally. London is one of Europe's most competitive food markets. Entering a market like this requires discipline, resilience and a clear point of differentiation,' Jaeger said. 'We do so with great respect for the market, but also with confidence in our concept, our brand and the results we have consistently delivered across Sweden so far.'
She added: 'Expanding into new markets is never just about strategy and numbers. It is about people, culture and the ability to execute together over a long period of time. London is our first step beyond Scandinavia. Our ambition extends much further, and we are building for the long term. The foundation is in place. Now, the next chapter begins.'
