The Swedish online flower market is currently dominated by players such as Interflora and Euroflorist. Now, Houseofflowers.se is preparing a broader national initiative in e-commerce to compete for market share.
Major owner and Chairman of the Board Per Segerqvist, also founder of the clothing brand Seger, is bringing in two new partners into the company in connection with this.
As a local player with heart in Ulricehamn, House of Flowers combines craftsmanship tradition with modern e-commerce. Now we are taking the next step, says Anders Vesterlund in a press release.
Expertise in Tech and Marketing
The two new partners are joining the company with the goal of accelerating digital growth.
Semir Hadiahmetagic, co-founder of the health app Stepler, will function as the company's digital engine with a focus on tech development and user experience. Anders Vesterlund, founder of the PR and digital media agency NoFuzz Media, will in turn contribute expertise in digital marketing, branding and social channels. Vesterlund is also known as the fiancé of influencer Therese Lindgren.
The strategy going forward is to combine the existing physical outlet business with an expanded digital offering that will be driven through content, social media and influencer collaborations.
Plans To Grow At Its Own Pace
Despite the goal of challenging established players, the company emphasizes that expansion should occur in a controlled manner.
We are not going to compete on the terms of the giants. We are building something of our own, based on our craftsmanship and personal touch, and letting the digital business grow at our own pace, says Anders Vesterlund.
House of Flowers has rich roots and was originally founded as a flower farm back in 1924 by Gunnar Henriksson. The business was taken over by great-grandson Alexander Henriksson in 2007, who modernized the company to deliver fresh bouquets, cut flowers and plants directly to the door throughout Sweden. Alexander Henriksson remains a partner in the company and believes that the physical store in Ulricehamn will remain a central part of the brand even during digital expansion.