Smålandsgran was an early adopter of online Christmas tree home delivery. Now, almost twelve years after launching its e-commerce platform, the family-owned business is taking new steps in physical retail.
The company already has sales at approximately 30 markets in Stockholm, Gothenburg and Malmö. The development of its omnichannel strategy continues this year as the company begins selling trees outside IKEA stores.
This year we are also expanding with market sales outside Ikea, which warms the Småland heart a little extra,” says Emil Nilsson, founder of Smålandsgran.
Revenue is increasing
Earlier this year, the business underwent a restructuring where everything was consolidated into Smålandsgran Holding AB. The company’s recent figures for the period up to the end of August show that revenue reached SEK 13.8 million. This represents an increase of over 8,900 percent compared to the previous financial year, when revenue was approximately SEK 153,000.
Operating loss amounted to minus SEK 1.65 million, compared to last year’s minus SEK 151,500.
According to the company, the loss is due to the fact that the company settled older debts of approximately SEK 2 million during the period, meaning that the negative result is not linked to actual operations during the 2025 Christmas season.
Agreements with international players
Alongside market sales, the company’s B2B business is growing. Smålandsgran has recently become a supplier to Ica Sverige, meaning their Christmas trees will reach customers across the country.
In addition, the company has entered into a collaboration with the American chain Costco. The trees will be sold in Costco’s two Swedish stores, as well as in the UK, Spain and France.
It feels obviously very fun, and extra fun that we from Småland in little Sweden get to be a supplier to one of the most famous chains in the USA,” says Anna Benson, CEO of Smålandsgran.
The family business dates back to 1974 when the Benson and Nilsson siblings’ father began selling Christmas trees. When e-commerce was launched, entrepreneur Isabella Löwengrip was the first customer, resulting in a traffic flow that caused the website to crash.
Ahead of this year’s season, management says expectations are high.
We expect a record year. Not least due to the collaboration with Costco and ICA Sverige,” says Anna Benson to Ehandel.se.