MCI Capital, following approval from Poland’s Office of Competition and Consumer Protection (UOKiK), has finalized the acquisition of a 55% stake in NTFY, the company operating under the Nice To Fit You brand. This marks one of MCI’s largest investments to date, with the fund committing approximately PLN 187 million to the transaction.
NTFY is one of the strongest digital brands in Poland’s food e-commerce sector. The company forecasts revenues of over PLN 350 million in 2025, an 18% year-on-year increase and nearly double the growth rate of the broader market.
A Promising Market
Poland’s dietary catering market is currently valued at PLN 3.5 billion and is expected to reach PLN 3.9 billion by the end of the year, according to research by PMR. After experiencing exponential growth during the pandemic, the market is now expanding steadily at double-digit rates. Experts predict continued robust growth, fueled by trends such as a shift toward convenient dining options (particularly among younger generations), urban migration, and rising household incomes.
“We believe the primary beneficiaries of the growing popularity of dietary catering will be well-managed companies with significant operational scale, like Nice To Fit You,” said Paweł Sikorski, Investment Partner at MCI.
According to Paweł Wróbel, CEO of NTFY, the share of younger customers (under 35 years old) in the company’s sales is growing and now accounts for 40% of orders.
Additionally, the company is seeing increased demand from customers in smaller cities (under 200,000 residents), presenting a substantial growth opportunity. “Major market players have so far focused largely on the six biggest metropolitan areas,” Wróbel added.
Future Plans
NTFY aims to grow faster than the market and remain the industry’s innovation leader, setting trends that others follow and turning them into market standards. The company’s ambitious goal is to become one of the leading players in Poland’s food e-commerce industry within the next two years.
Key initiatives include increasing production capacity with a new facility near Warsaw capable of producing 200,000 meals daily. This will enable the company to respond more flexibly to customer expectations, shifting dietary trends, and dynamically adapt its offerings.
NTFY also plans to further develop AI-based tools and modern technologies to enhance order prediction, supply management, and production planning. These measures aim to minimize product waste, reduce food costs, and prevent food waste, aligning with the company’s commitment to ESG and corporate social responsibility.
At the end of last year, NTFY became the first company in its sector to introduce a closed-loop system for packaging. Customers return packaging via special containers, which are then recycled to create new food-grade packaging. In 2025, the company plans to expand this initiative beyond southern Warsaw to make the program available nationwide and internationally.
The company has also planned aggressive marketing campaigns for 2025, including increasing brand visibility both online and offline and continuing sponsorship collaborations with Poland’s major sporting events.
MCI’s Strategic Investment
This acquisition is the largest in MCI’s history and marks another investment in the food e-commerce sector, following its successful investment in Frisco.pl, the leader in Poland’s online grocery market, which was sold to the Eurocash Group in 2020. The acquisition aligns with MCI’s strategy of making 2-3 investments annually, with a focus on long-term growth.
NTFY’s founders, Sebastian Rabiej and Radosław Jeżak, will remain active shareholders, retaining 45% of the company’s shares.
“The total committed capital is approximately PLN 187 million, supported by debt financing through a leveraged buyout (LBO) structure. This marks our fourth transaction in the last four quarters, following investments in Webcon, Profitroom, and Focus. Together with our partners and NTFY’s professional team, we aim to further develop the company as a leading digital brand in Poland’s food e-commerce sector,” said Paweł Borys, Managing Partner at MCI Capital.
Market Consolidation Ahead
MCI expects the market to consolidate and entry barriers to rise.
“Nice To Fit You is a clear leader in the premium category, with the scale and financial strength to grow its market share. We anticipate further market consolidation and increasing barriers to entry. While our focus remains on organic growth, we do not rule out additional acquisitions,” Borys explained.
Source: https://ceo.com.pl/mci-finalizuje-przejecie-udzialow-w-nice-to-fit-you-93513
