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About us

The bridge between start-ups and traditional industries

Since its inception, Xcel has operated 9 programs over 6 years with industry partners like METRO, Target and P&G. We have worked with 80+ hospitality and retail tech startups with 40+ in program pilots successfully completed and one IPO. Through years of experience we know that innovational programs need to be structured and customisable in order to be successful for the long-term. Xcel therefore offers various programs according to stage of innovation and partner key targets.

Beyond providing a structured approach to innovation and (e)xcelling entrepreneurs from around the world, Xcel supports the startup ecosystem via its Digital Xcellence Forum and bimonthly community meetups. Through these events it facilitates an open channel for partners and startups to (re)connect through the years to continuously (re)discover opportunities to collaborate in a meaningful way.

If you are startup looking to scale apply now!


METRO is the biggest wholesaler worldwide, targeting SMEs within hospitality and retail

16 M+








€27.1 B

Annual Revenue

Through our close relationship with METRO, we unlock access to a leader in wholesale, industry know-how and expertise.

Meet our Team

Sylvia Dudek
Program Director
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Cerina Bezuidenhout
Program Manager
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Lovisa Hedlund
Marketing Manager
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Julia Raabe
Event Manager
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Laurent Kaestli
Managing Director
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