Become a distributor
What we supply to operators outside Finland, what we do not, and what you need to bring — including the two decisions that decide whether it works.
Moi Store runs the full unattended retail service in Finland and supplies Selfly Store smart cabinets and the platform behind them to operators in other markets. This page is for the second group: what we supply, what you have to bring, and what we deliberately do not promise on a web page.
What we supply outside Finland
- Selfly Store cabinets — chilled, frozen and ambient, each one a single temperature band.
- The platform that sits behind them: item-level stock, sales data, expiry tracking and remote temperature monitoring.
- Support in getting the first locations live, which in practice means the assortment, the restocking rhythm and the pricing decisions rather than the hardware.
That third line is the one worth reading twice. Hardware is available from several suppliers in this category; what is scarce is anyone who has actually run the routes. We do, in Finland, which is why the advice we give about assortment and replenishment comes from operating rather than from a product sheet.
What we do not do outside Finland
We do not restock your cabinets, we do not supply your products and we do not provide field service in your market. Those are local operations and they need a local operator — you. Saying this plainly is more useful than implying a service footprint we do not have, and you will find out either way in the first month.
We also do not promise territory exclusivity on a web page. Exclusivity is a contract term, and a commitment made in marketing copy that is not in the agreement is worth nothing to you and is a liability for us. If territory matters to your plan — and it usually should — raise it in the first conversation and get the answer in writing.
What the numbers look like across the fleet
Before you model anything, it helps to know the order of magnitude the platform actually runs at. Selfly publishes fleet averages for cabinets on its platform: for 2024, roughly 1,300–2,800 EUR of monthly revenue per cabinet, an average basket of about 4.82 EUR, and year-on-year growth of 28 to 52 per cent in revenue per cabinet, around 35 per cent in transactions and around 27 per cent in multi-item purchases.
Those are fleet-wide averages, not a forecast for your market, and Selfly says so itself. Treat the range as the middle of a wide distribution: where you land inside it is decided by your locations and your assortment, not by the hardware. A site selling lunch carries a basket several times larger than one selling a single snack, and that single choice moves your economics more than anything on the equipment list.
What do you need to bring as a distributor?
- Locations, or a credible route to them. This is the binding constraint in unattended retail, not capital and not hardware.
- A restocking operation, or the intent to build one. The route is the recurring cost of this business and it is local by definition.
- A product supply chain, and a decision on where RFID tagging happens in it — upstream at the packer, or on your own route. This single choice shapes your operating cost permanently.
- Clarity on who is the food business operator under your own country's rules, and who registers the activity. We can tell you how it is handled in Finland; your own authority gives the binding answer.
Two of those four are the ones that decide whether this works: location density and the tagging decision. An operator with ten cabinets across one city has a business; the same ten spread over three regions is mostly driving.
What we will ask you
So that the first conversation is short and useful, these are the things we need to know. None of them require you to have made a decision yet.
- Which market, and what kind of locations you already reach.
- What you intend to sell — this decides chilled, frozen or ambient, and therefore how many cabinets a location needs.
- Whether tagging can happen upstream in your supply chain or has to happen on your route.
- Expected footfall and a realistic average basket for your first locations. Basket size matters more than footfall.
- Whether you will run the service yourself or resell cabinets to venues who run them.
Who makes the cabinets?
The cabinets are Selfly Store, a Finnish product line. Ownership of Selfly Store Oy moved from Stora Enso Oyj to Intelligent Fridges B.V. on 9 January 2025; the price was not disclosed and the product line continues under the Selfly name. We mention this because anyone committing to a hardware platform for several years asks who is behind it, and the answer is rarely written down anywhere.