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STUD: Glede - Social gift giving made fun, accessible and easy

Alternative title: Glede gir overraskelser i hverdagen - spontant & enkelt

Awarded: NOK 1.00 mill.

Project Number:


Project Period:

2021 - 2022

Funding received from:


Glede is a Norwegian start-up with the simple goal of delivering more customers to our clients while letting you be the ROCKSTAR of your relationships. Glede is developing a multi-sided gifting platform connecting consumers (our users) with small local vendors such as cafes, bakeries, or florists (our clients). As the first of its kind, Glede enables its users to easily and instantly treat their friends with specific products, without being physically present. As shown in the figure below, the sender selects the desired vendor, product, and person to surprise. We notify the recipient, who stops by the nearest vendor to retrieve the glede (gift). For our users, the goal is to reduce social distance, and strengthen social interaction between people in their everyday lives. For our clients, Glede becomes a new sales channel supporting them in one of their most important activities: getting customers into the store. In less than 10 months, we launched our beta product on February 8th and confirmed the market need from both sides of the platform, attracting more than 50 clients (Dromedar, Haralds Vaffel, Bakklandet Blomster) and more than 4000 users. In less than 20 months, Glede have more than 100 clients, more than 30.000 users and completed more than 20.000 gift-sendings. FORNY prosject has helped Glede one step closer to reach their goal of being Norway`s best gift-service. Glede would never reach their goals without the help from Research Council of Norway.

We have commercialized the product with over 30.000 users and over 400 points of sales divided on 100 customers. We have scaled our team to 7 full-time employees and raised more than 6 million NOK in capital. We have sent over 12.000 users to our customers, and our users have sent more than 20.000 gifts. From our perspective this is a successful project and we could never have come this far without the Research Council of Norway.

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