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Stockholm-based startup Treyd has entered into a strategic partnership with Stroodles, a British company famous for its innovative edible tableware products. Treyd’s primary focus is on aiding the growth of small and medium-sized enterprises (SMEs) in the retail sector. They achieve this by offering a unique solution that allows businesses to “sell first, pay suppliers later,” providing upfront financing to pay suppliers in advance. This partnership with Stroodles is aimed at capitalizing on the latter’s remarkable growth.
Stroodles, the British company, has gained global attention for its food-based and biodegradable dining products, starting with pasta-based straws in 2019. Over time, Stroodles expanded its product range to include edible cutlery, crockery, and even play/activity kits. These innovative items are now sold in prestigious retail stores such as Selfridges, Fenwick’s, and Oliver Bonas, and they have also secured deals with major hotel chains like Marriott and Hilton.
This partnership with Treyd is essential for Stroodles to meet the growing international demand for its products. It addresses the common challenge faced by food and beverage SMEs, which often struggle with cash flow due to lengthy payment terms. By collaborating with Treyd, Stroodles can secure financing that allows them to expand their production capabilities and invest in research and development.
Treyd itself has experienced substantial growth, increasing its global customer base of small and medium enterprises by 500% and boosting its revenue by 1000% in the past year. The company has expanded internationally and currently works with over 600 retail SMEs across Northern Europe, including 150 in the UK.
Maxim Gelmann, Founder and CEO at Stroodles, comments: “We are very grateful to the team from Treyd. Treyd has given Stroodles more business flexibility and peace of mind, enabling us to scale quicker and further as we can now hold more stock – rather than having to order just in time and be at the mercy of logistics! In turn, we can react to urgent demand, fulfil more orders, grow income, and subsequently attract more repeat orders, while proactively dealing with the cash flow gap between stock payment and sell out. Treyd enables me to inspire more people with how straightforward and fun sustainability can be.”
Peter Beckman, CEO of Treyd, comments: “Stroodles is a remarkable company that is creating genuine positive change in the world, and we’re very proud to be able to play a part in its growth journey. Stroodles is really the perfect example of where Treyd’s solution can help – a unique idea and strong growth trajectory, but which would be constrained in its growth journey due to the ubiquitous problems that face physical goods retail SMEs. It’s our privilege to help Stroodles, and hundreds of other fast-growth SMEs like it, to fulfil their vast potential.”
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