About us

Who we are

Instabee is present in six countries, serving thousands of online merchants, including ASOS, Zalando, Inditex and H&M and is on track to become the leading European e-commerce platform, reaching more than 45 million consumers across Europe.

Since the start, Instabee has focused on consumer-centric and sustainable solutions, offering deliveries to parcel lockers or homes using muscle power, electricity, biofuel, and renewable diesel. Through bespoke technical solutions, Instabee can guarantee optimal fill rates and routing thereby minimising unnecessary transports.


How it started

In 2015, Alexis Priftis saw a gap in e-commerce deliveries. Consumers had very few delivery options to choose from when ordering online. Furthermore, the available options mainly focused on getting the parcels from A to B rather than the consumer experience. This sparked the idea to offer uncomplicated locker deliveries, and Instabox was born. 

Around the same time, Fredrik Hamilton saw the same cracks in the industry, specifically regarding home deliveries. The services available for home delivery did not focus on the consumer experience, so with tech at the core, Fredrik took on the mission to create a new convenient home delivery service where consumers never have to worry about where their parcel is. And Budbee was formed. 

Today, Alexis Priftis is the CEO of Instabee, and Fredrik Hamilton is a permanent Board Member. 

From left: Alexis Priftis (CEO & Co-founder) & Fredrik Hamilton (Permanent Board Member & Co-founder)

Instabee operations

Instabee operates as an enabler for e-commerce. We deliver parcels from webshops to consumers. When consumers choose any of our services (Porterbuddy, Instabox or Budbee) in the webshop checkout, their packages go through our logistics system, ending either in a parcel locker or at their doorstep. We offer services under three brands; communication happens through apps and text messages.

Instabee Milestones

Since our start, we have had incredible growth - see some highlights from our journey:


Instabox launched locker deliveries in Sweden and placed out the very first parcel locker in Midsommarkransen in Stockholm. 


Budbee launched home deliveries in Sweden and raised capital from investors like Karl-Johan Person (CEO, H&M).


Budbee expands outside Sweden to Finland. Instabox rebrands from blue and white to the red lockers and cars we all know today.


The Budbee app is born! Budbee also enters Denmark and the Netherlands.


Instabox enters Norway and Denmark and launches home deliveries. Budbee launches box deliveries.


Budbee enters Belgium, and Instabox launches home deliveries.


Instabox acquires Norwegian last-mile provider Porterbuddy. Instabee is born as Budbee and Instabox join forces!

Instabee Group Board


Chairman of the Board

Martin Randel is an investor and entrepreneur with a background at McKinsey. He is the owner and CEO of Öregard AB and co-founder and owner of Vitamin Well AB, Nshift, and Unifaun. He has board assignments in Green Gold AB, EginZyme, Dreams Nordic AB and others.


Member of the Board

Alexis Priftis has a degree in Economics and Mathematics from Lund University. He is one of the founders of Instabox and was the CEO of Instabox Group until its combination with Budbee in November 2022, when he took over as CEO of Instabee Group.


Member of the Board

Ashley Lundström is a Senior Partner at EQT Ventures, where she has led investments and worked with companies such as Instabox, Anyfin and Siilo. Prior to joining EQT, Ashley worked within the Bonnier Group as an Investment Manager within Corporate Development and M&A. Ashley has a degree from the Stockholm School of Economics as well as University of San Diego and University of Zurich. 


Member of the Board

John Hedberg has been the CEO of Creades since 2016 and the CEO of Creaspac AB since 2021. In addition to Instabee Group, John sits on the boards of Försäkringsbolaget Avanza Pension, Mentimeter AB and LOTS Group AB, and he is the Chairman of StickerApp Holding.  


Member of the Board

Fredrik Hamilton has a degree in Business and Economics from the Stockholm School of Economics. He is the founder of Budbee and worked as the CEO of Budbee Group until its combination with Instabox in November 2022. He now serves as a permanent member of the board.


Member of the Board

Carl Tham is a Partner and the CEO of Tham Invest AB. He is also the Chairman of the Board of the Tham Family Foundation since 2012, in addition to being a Board member of the Hennes Barnfond Foundation since 2017. 


Member of the Board

Andreas Bernström is Senior Investment Director at Kinnevik and a member of Kinnevik’s management team since 2018. Previous roles that he has held include COO at TradeDoubler, CEO at Rebtel, founder and CEO at Sinch and Chairman at Trustly. In addition to being a Board member of Instabee Group, Andreas sits as Chairman of the Board of Pleo and Mathem and as a Board member at Vivino. 

If you have questions

about how we plan to expand our consumer-centric and sustainable solutions, please get in touch!