The bridge from Asian producers to European shelves.
From Vietnamese brands to the European market — Safeway partners with you from entity setup and EU compliance to fulfilment, distribution and retail.
Source vetted Asian brands via our Helsinki fulfilment centre — 72h EU-wide delivery.
From a Dak Lak farm to the shelves of Prisma, Tokmanni and Minimani.
Cela Coffee — the first Vietnamese coffee brand to land on the shelves of Finland's three largest hypermarket chains and inside the entire Omena Hotels network. A real-world blueprint of what Safeway Finland now opens up for other Asian exporters.
Cela Coffee, founded in 2018 in Helsinki, curates high-quality coffee from smallholder farmers in Dak Lak — Vietnam's most renowned coffee region. The brand focuses uniquely on Vietnamese Fine Robusta, with bold flavour and a signature identity that stands apart from the Arabica dominating the market. Cela is committed to sustainable farming, fair value for growers and community responsibility — bringing Vietnamese Fine Robusta closer to consumers in Finland and across Europe.
Finland's leading hypermarket chain (S-Group) — nationwide presence.
Finland's largest discount retail chain — over 200 stores.
Regional hypermarket chain — strong footprint in secondary cities.
Cela is served in every Omena hotel in Finland.
“The hardest barrier to landing Vietnamese coffee on Finnish hypermarket shelves wasn't taste — it was the EU compliance dossier, EU-standard labelling, stable inventory and proving consistent delivery. That is exactly where Safeway Finland makes the difference.”
“Vastaavaa ei ole Suomessa eikä vielä muuallakaan maailmassa.”"Nothing like it exists in Finland, nor anywhere else in the world."
Why enter Europe through Finland?
One Finnish entity unlocks 445 million consumers and a single EU market with zero internal tariffs — one contract, EU-wide reach.
Flat 20% corporate tax, fast import-VAT refund, fully digital filing — your cash isn't trapped in paperwork.
Helsinki warehouse next to Helsinki-Vantaa Airport and an ice-free Nordic port — every order is picked, packed and shipped within 24 hours and reaches any EU country within 72 hours, at intra-EU shipping cost.
Marketplaces are just the first step.
Alibaba, Freshdi and Made-in-Vietnam help you discover leads. Safeway Finland is the next step — when you actually want your product on EU retail shelves under your own EU entity.
Get your product on EU shelves — without incorporating in Europe.
We handle licenses, taxes, our Helsinki fulfilment centre, and even the Nordic retail introductions. You focus on manufacturing and brand story.
Vietnamese exporter? Here are the 3 steps to EU shelves.
No need to open a company in the EU. No lawyers. No flights to Finland. We handle everything from legal entity to warehousing — you focus on making great products.
Safeway is not the distributor. We help you set up the Finnish Oy or EU branch so your brand imports directly into Europe — then we operate the practical layer around it (compliance, warehousing partner, retail introductions, payment support).
- Finnish Oy or EU branch incorporation
- EORI number, VAT registration, banking setup
- EU compliance handling (labels, HS codes, product docs)
- Warehousing via our Helsinki fulfilment partner
- Nordic retail introductions (Prisma, Tokmanni, Minimani…)
- Optional founder residence permit sponsorship
Pick one of 3 packages (Incorporate / Setup & Compliance / Turnkey). Sign the contract, provide your Vietnamese business licence and product dossier. We register your Finnish entity or branch.
Safeway handles EU compliance docs (labels, HS codes, VAT filing) and uploads your product to the platform. Then introductions to Finnish retail chains and EU buyers looking for your category.
Your goods arrive at our Helsinki fulfilment centre. 24-hour fulfilment, 72-hour EU delivery. We collect payments and transfer to your account monthly. You focus on production.
D2C expansion path: Once wholesale is stable, flip on B2C fulfilment (end-consumer orders on Amazon.de, Prisma.fi, your own shop…) from the same Helsinki warehouse — no new setup needed.
Which EU licences do I need?
Pick your product category and we'll list every EU/Finnish licence your goods typically need — plus a realistic timeline before your first shipment can land in Helsinki.
The EU-side infrastructure your brand plugs into.
8,400 m² of logistics capacity through our Helsinki warehousing partner network, next to Helsinki-Vantaa airport. Pallets are received, scanned, stored and dispatched across the EU — no need to ship every order from Asia.
Inbound quality checks on every shipment landing in Helsinki, with pallet-level exception reports.
Every unit scanned into our stock-tracking system — live visibility of what's in, what's out, what's low.
Standard ambient warehousing with pallet, carton and unit-level bin locations.
Pick, pack and ship to any EU country — direct to buyers, retailers or fulfilment fulfillment centres.
Warehousing is operated through vetted logistics partners in the Helsinki metropolitan area. Ownership and legal responsibility for inventory is documented in each service agreement.
Source vetted Asian brands — via our Helsinki fulfilment centre, 72h across the EU.
No factory audits, QC trips or long-haul logistics on your plate. Send us a brief — we bring back brands that already have EU-ready compliance.
Vietnamese brands we're helping bring to EU shelves right now.
Every brand below has passed Safeway supplier vetting. Products marked EU Ready are documented for import; those In Progress are on the compliance path. Wholesale terms are quoted per buyer.
Stocked in HelsinkiDirect-trade Robusta from Dak Lak farmers, roasted in Helsinki. On the shelves of Prisma, Tokmanni, Minimani.
Stocked in HelsinkiSpecialty Arabica grown at 1,500m elevation. Floral aroma, chocolate finish — built for EU specialty cafés.
Compliance in progressTea scented with West Lake lotus flowers using the 7-scenting method. Hand-packed tins — limited handmade edition.
EU ReadyFirst-press fish sauce aged 24 months from Phú Quốc black anchovy — protected under EU PDO.
We don't list retail prices — every buyer is quoted individually by volume, destination port and payment terms.
Food & Beverage — our primary sourcing focus.
We specialise in four food & beverage categories where Vietnam has clear competitive advantage and where EU buyer demand is growing.
Fine Robusta, single-origin Arabica, cocoa nibs, ready-to-drink formats.
Send brief for this categoryLotus, oolong, jasmine, herbal blends, ready-to-drink Vietnamese teas.
Send brief for this categoryStar anise, cinnamon, pepper, fish sauce, soy sauce, chili blends.
Send brief for this categoryRice noodles, dried fruits, tapioca products, coconut derivatives.
Send brief for this categoryFor buyers with existing supplier lists — we can also source, vet and import in these categories on a project basis.
The golden window to import from Vietnam into the EU.
With EVFTA in force, Vietnam offers preferential access to the EU market. Four reasons EU buyers are turning to Vietnam:
EVFTA (in force since 2020) provides preferential tariff treatment for qualifying Vietnamese-origin products — with progressive tariff reduction on the covered lines.
Competitive production capabilities across food & beverage, agriculture, textiles and selected consumer categories.
Products with clear origin stories and differentiation — from Fine Robusta and spices to regional specialties rarely found elsewhere.
An additional Asian sourcing base for EU buyers seeking alternatives and complementary supply chains.
From brief to sample — just 14 days. On EU shelves — 90 days.
No need to fly to Vietnam. No need to hire an agent. No need to worry about compliance. This is the process proven by Cela Coffee and other clients.
Describe the product you want, budget, MOQ, required standards (organic, halal, EU-standard...). Free, no commitment.
Our team visits factories in person, assesses quality, production capacity, legal papers and the raw-material source. You receive a shortlist with prices.
Pick 1-3 samples from the shortlist. We QC, pack to EU standard and ship to Helsinki. You hold the actual sample before committing.
Lock in the MOQ. Safeway handles the contract, EU compliance (label, VAT, HACCP), production, shipping, Helsinki warehousing, 24-hour fulfilment and 72-hour EU delivery.
First 30 EU importers — exclusive perks.
Over the next 90 days we're opening beta access to exactly 30 EU buyers. You tell us what you need — our team sources Asian producers, runs QC, and delivers to our Helsinki fulfilment centre. The fastest way to test Asian goods without flying to Vietnam or Thailand.
- 1Free founder-led sourcingOur sourcing team works with you directly — no waiting for suppliers to self-list.
- 2Trade Assurance perks in year onePreferential escrow fee on every first-year order — details discussed directly.
- 3Priority QC + 7-day quotesYour brief jumps to the front of the queue. Quotes and samples within 7 working days.
Tell us what you need. We'll respond within 24 hours.
Whether you're a producer in Bangkok, Ho Chi Minh City or Jakarta — or a buyer in Helsinki — we'll route your request to the right team.
