Internal · 2025–2026
Capital Plan
Development · Branding · Manufacturing · Distribution · Marketing · Management. Primary markets: Stockholm, Paris, London. Airport + fine-dining as core distribution pillars.
Total (conservative)
2 815 000 kr
Total (full build)
4 901 000 kr
All figures in SEK. Year 1 operational capital.
Foundation
Month 1–3
Legal structure, brand identity system, digital infrastructure, and first product samples. Everything before a single bottle ships.
First Production Run
Month 3–5
Initial batch of ~2 000 units across all sizes and variants. Bormioli Rocco Swing bottles, certified sandblast engraver, water sourced and bottled under HACCP conditions.
Stockholm Launch
Month 4–6
Direct-to-consumer via vatten.se. Limited wholesale to 5–10 Stockholm fine-dining and concept store accounts. PR push and editorial placement.
Paris Market Entry
Month 7–12
Paris is the primary international market. Strategy: fine-dining (starred restaurants in Le Marais, Saint-Germain, 8th), airport (CDG T2E/F premium lounge), and concept retail. Stockholm water served in Paris — the conversation piece.
London Market Entry
Month 10–18
London second. Targets: Heathrow T5 (British Airways premium lounge), Selfridges Food Hall, fine-dining in Mayfair and Soho. UK post-Brexit import rules apply — additional compliance layer.
Operations & Management
Year 1 ongoing
Core team, ongoing digital infrastructure, customer service, and finance. Lean until Series A equivalent.
Total 18-month capital requirement
Stockholm · Paris · London · Airports · Direct
Conservative
2 815 000 kr
Full build
4 901 000 kr
Total 18-month capital requirement
Stockholm · Paris · London · Airports · Direct
Conservative
2 815 000 kr
Full build
4 901 000 kr
Revenue Projections
Conservative modelling. Year 1 = first 12 operating months. Year 2 assumes Paris fully operational and London launched.
Direct (vatten.se)
Margin
72%
Avg order
680 kr
Year 1
480 000 kr
Year 2
1 200 000 kr
Stockholm restaurants
Margin
52%
Avg order
240 kr / bottle
Year 1
240 000 kr
Year 2
600 000 kr
Paris fine dining
Margin
48%
Avg order
EUR 28 / bottle
Year 1
420 000 kr
Year 2
1 800 000 kr
CDG airport lounge
Margin
38%
Avg order
EUR 18 / bottle
Year 1
180 000 kr
Year 2
900 000 kr
London fine dining
Margin
48%
Avg order
GBP 22 / bottle
Year 1
—
Year 2
1 400 000 kr
Heathrow T5 lounge
Margin
35%
Avg order
GBP 16 / bottle
Year 1
—
Year 2
700 000 kr
Total revenue
Year 1
1 320 000 kr
Year 2
6 600 000 kr
Year 2: 500 restaurant accounts (EU + UK), 2 airport listings, 4× DTC growth. Break-even mid-Year 2.
Airport Distribution
Travel retail is the highest-visibility channel. A bottle of VATTEN in a Heathrow lounge tells the story — the engraved chemistry does the talking.
CDG Terminal 2E/F
PriorityAir France Business lounge · premium retail corridor
Format
250ml still + sparkling
Price
EUR 14–18
VATTEN's identity maps perfectly to AF premium brand values. Distributor intro through Lagardère Travel Retail.
Heathrow T5
Year 2British Airways Galleries First lounge · Harrods airside
Format
250ml + 500ml still
Price
GBP 12–16
Harrods airside is one of the world's highest-revenue per-sqm food retail locations. BA lounge via Compass Group UK.
Arlanda T5 (SAS)
Year 1 — home baseSAS Gold lounge, domestic departures
Format
500ml still + 1L for lounge
Price
195 kr
Domestic credibility first. SAS lounge as proving ground before international listings.
Schiphol
Year 2–3KLM Crown Lounge · Hudson News luxury shelf
Format
250ml sparkling
Price
EUR 16
Amsterdam as secondary European hub. High volume transit traffic.
Fine Dining Targets
One star restaurant placement generates more cultural currency than any advertising spend.
Stockholm
— Frantzen
— Agrikultur
— Vyn
— Skroten
— Flickan
Still + sparkling table service
290–390 kr / 500ml
Paris
— Le Cinq
— Septime
— Saturne
— Frenchie
— Grand Coeur
Still 500ml + sparkling 250ml
EUR 22–38 / bottle
London
— The Ledbury
— Brat
— Core by Clare Smyth
— Sketch
— Ikoyi
Still 500ml + sparkling 250ml
GBP 18–32 / bottle
Assumptions & Risks
Bottle supply chain
Bormioli Rocco Swing is a standard industrial product. MOQ 200 units per SKU. Lead time 4–6 weeks from Parma warehouse.
Engraving capacity
Sandblast engraving is specialist. One certified engraver in SE, one in DE. Per-unit cost drops ~30% above 500 units.
Water regulation (EU)
Stockholm tap water meets EU Drinking Water Directive 2020/2184. Bottled under food safety licence — simpler import rules than mineral water.
UK post-Brexit
Food imports to UK require UKCA mark, HMRC notification, and may require batch testing on entry. Budget includes compliance buffer.
Airport procurement cycles
Airport retail buying cycles are 6–12 months ahead. CDG and Heathrow placement realistically months 8–14.
Restaurant sales velocity
Fine dining water turnover: 40–80 bottles/week at target accounts. 10 accounts Year 1 = 20 000 bottles/year wholesale.
Exchange rate (EUR/GBP)
EUR/SEK ≈ 11.3, GBP/SEK ≈ 13.2. 10% buffer built into international market budgets.
CO₂ margin
Carbonation adds ~500 kr/case production cost. Retail premium of 500 øre/bottle covers this at volume.
Funding structure
Bootstrapped to first production run (~1 200 000 kr). Seed round of 3 000 000 kr–5 000 000 kr sought at first Paris placement to fund UK entry and second production run. Revenue-based financing considered for inventory cycles. No VC dependency by design — brand equity is the asset.
Internal planning document. Figures are estimates. Prepared by luvlab.io for VATTEN · 2026-06-10.