New owner, new business plan, new goal: to become a top European player. The story is of the Swiss brand ProduceShop, acquired by the Italian Karim El Saket to restructure it and grow it in the Home & Living sector. The e-commerce from Lugano was moved to Milan and in the first eight months of activity it exceeded 10 million euros in revenue; the goal for 2026 is 15 million.
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The new adventure began in 2025. ProduceShop, a platform founded ten years earlier, went into crisis after the strong growth recorded during the pandemic. The boom in home purchases had pushed many operators to expand warehouses, staff, and structures. However, the subsequent slowdown in demand left behind costs that were difficult to sustain.
The Swiss company went bankrupt between May and June of the same year. However, El Saket saw in the brand, the catalog, and the customer base a business still recoverable: “I saw an opportunity, a historic brand that had untapped potential.” Through the Milanese company Pasmara, he acquired from the procedure the domain, software, goods, technology, and agreements with logistics and marketplaces. The site became operational again at the end of October and the real relaunch started in November, in time for Black Friday.
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From boom to search for efficiency
“The first phase of e-commerce was pioneering, the second was growth at any cost. Today we are in the third: efficiency,” explains El Saket. The new ProduceShop model is therefore lighter than the previous one: about ten employees, a contained structure, and processes centralized in a proprietary technological platform.
The relaunch is supported by an initial investment of about 3 million euros, intended for the acquisition of assets, technology, rebuilding the management team, the brand, and the capital needed to finance growth. In the first eight months, ProduceShop exceeded 10 million in revenue, closing the period with a profit. For 2026, it aims to surpass 15 million, still with a positive result.
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