The bridge from Asian producers to European shelves.
Ship your inventory to our Helsinki warehouse — we handle EU compliance, match you with European buyers, pick and pack every order within 24 hours, deliver EU-wide within 72 hours, and settle the payment. You focus on making great products.
Share your product brief — our team vets suppliers, runs quality control and delivers to our Helsinki warehouse.
Sell across Europe — with a Finland residency track for the founder.
See residency programThree advantages that make selling into Europe faster, leaner and more profitable.
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.
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 (est. 2018, Helsinki) hand-picks premium Robusta and Arabica beans from small-holder farms in Dak Lak — one of Vietnam's most renowned coffee regions. Cela works directly with farming families under a fair-trade model: prices above market, chemical-free sustainable farming, and long-term reinvestment into the villages that grow its coffee — every cup carries a social-responsibility commitment back to its origin.
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.”
Get your product on EU shelves — without incorporating in Europe.
We handle licenses, taxes, our Helsinki warehouse, 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.
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 import licences, EU-standard labelling, VAT filings and product listing. We connect you with Finnish retail chains and EU buyers waiting for the right supply.
Your goods arrive at our Helsinki warehouse. 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.
A real, working warehouse — right in Helsinki.
8,400 m² of standard warehouse storage inside the Helsinki metropolitan logistics corridor, next to Helsinki-Vantaa International Airport. Your pallets land, get scanned into our stock-tracking system, and are ready to ship across the EU the same day.
Source vetted Asian brands — via our Helsinki warehouse, 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.
Asian brands we're bringing to EU shelves right now.
Not a chaotic Alibaba grid — every brand below has been factory-audited, QC-tested and EU-compliance-cleared by the Safeway Finland team. Each product has landed (or is on its way to) Finnish retail.
Best-sellerDirect-trade Robusta beans, roasted in Helsinki. On the shelves of Prisma, Tokmanni, Minimani.
SpecialtySpecialty Arabica grown at 1,500m elevation. Floral aroma, chocolate finish — built for EU specialty cafés.
HandcraftedTea scented with West Lake lotus flowers using the 7-scenting method. Hand-packed tins — limited handmade edition.
EU-PDOFirst-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.
Categories we put on EU shelves.
Safeway Finland owns the supply chain end-to-end in the 8 categories below — working directly with 40+ producers, cooperatives and craft villages in Vietnam, Thailand and Indonesia. If you are an exporter in these categories, we get your goods on EU shelves. If you are an EU importer, this is the sourcing catalog we can deliver.
Robusta from Dak Lak, Arabica from Cau Dat, cocoa from Dak Nong. Fair-trade, organic, single-origin.
Send brief for this categoryThai Nguyen green tea, West Lake lotus tea, Vietnamese matcha, artisan kombucha.
Send brief for this categoryPhu Quoc fish sauce, Sriracha, Phu Quoc pepper, cinnamon, star anise, sea salt.
Send brief for this categoryNatural cosmetics — Ben Tre coconut oil, essential oils, handmade soaps, organic skincare.
Send brief for this categoryPhu Vinh rattan, Bat Trang ceramics, Van Phuc silk, Ha Thai lacquerware.
Send brief for this categoryDried fruits, dried jackfruit, Binh Phuoc cashews, macadamia and premium nuts.
Send brief for this categoryAo dai, silk scarves, linen apparel, sustainable fashion made in Hoi An and Saigon.
Send brief for this categoryU Minh forest honey, Ben Tre coconut candy, Hanoi cốm, OCOP 4-5 star regional foods.
Send brief for this categoryThe golden window to import from Vietnam into the EU.
After EVFTA and regional FTAs, Vietnam has become the lowest-cost, high-quality supplier with 0% import duty into the EU. Four reasons EU buyers are shifting to Vietnam right now:
The EU–Vietnam FTA (in force since 2020) reduced import duty to 0% on 71% of Vietnamese goods — reaching 99% within 7 years.
Average production cost is 30-45% lower than China for comparable products — quality has caught up rapidly over the last 5 years.
F&B, handicrafts and textile exports from Vietnam to the EU grew by ~15% per year on average from 2021-2025.
OCOP (One Commune One Product) is backed by the Vietnamese government — each product gets a 3-5 star rating based on quality, traceability and sustainability.
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 warehouse. 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.
- 250% off Trade Assurance year oneEscrow fee at 0.75% instead of 1.5% on every first-year order.
- 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.
