Just a few weeks ago, we reported on by Benson's financial turnaround. Having previously reported an operating loss of 2.2 million Swedish kronor, the company turned to a profit of 3.6 million Swedish kronor during the first three quarters of the year. At the same time, turnover has climbed to 13.5 million Swedish kronor, meaning that last year's total sales have already been exceeded by just over 27 percent.
Now it is clear that the e-commerce retailer is bringing in external capital to drive the next stage of expansion.
According to Chairman of the Board Pingis Hadenius, this round of funding amounts to 10 million Swedish kronor. The goal is to strengthen its international presence.
All investors are entering on the same terms and share our long-term ambition, says Pingis Hadenius.
The Profiles Joining as Investors
Throughout the year, the company has assembled an ownership list lined with well-known names. Previously, profiles such as Maria Montazami, Boris Lennerhov and Karl Fredrik Gustafsson have joined, and now the company announces that interior designer and TV personality Lulu Carter is also investing capital.
The main person herself has been keeping an eye on the brand for a long time before now choosing to step in as a co-owner.
I have always loved everything from by Benson and followed the company and Anna since the start. I knew it would be a success, says Lulu Carter.
For the e-commerce retailer, this addition means they are gaining access to nearly five decades of experience in color and form. The company's founder and CEO, Anna Benson, emphasizes that the new name on the ownership list means a lot to the company, not least given the company's own focus on design.
Lulu's sharp sense of expression, elements, colors and their combinations is very unique and particularly appreciated. We highly value that, says Anna Benson and continues:
Some things you can definitely learn. But some things you just have.
The board also flags that another major name will be presented shortly. The e-commerce retailer is, however, tight-lipped about how large a share the individual profiles are buying.
The purpose of bringing in well-known faces, however, is not about celebrity status in itself. The strategy is to gather co-owners who have a passion for the company's niche and who run their own businesses.
Capital is of course important, but equally important is the experience, networks and credibility that the investors contribute with.
By tying in people who already have an established relationship with the end consumer, the e-commerce retailer secures valuable insights into the target group's behavior. Instead of the new co-owners acting solely as passive financiers in the background, the idea is that they should be able to function as strategic sounding boards for management.
Everyone is a seasoned entrepreneur, says Pingis Hadenius and adds:
Several of them have built strong brands and have extensive experience in design, gardening, lifestyle and media. We therefore hope to benefit from their knowledge, networks and perspectives as we continue to develop by Benson internationally.
The company's growth online is rolling on, with its own channel accounting for the lion's share of sales today.
Building Community for the Future
Alongside traditional product sales, the company is now developing an entirely new leg in its business. Together with investor Lyfta Venture and Peter Karpinski, by Benson is building a community.
The purpose is to create a digital platform where members can access education and concrete tools to manage their everyday lives in a more resilient way.
This ranges from practical tips on growing and food supply to energy-efficient solutions and general preparedness for the home. The new concept aims to make households more independent and less vulnerable, and management sees the investment as a way to take the company from a pure e-commerce business to a much broader market.
Our long-term vision is to create a leading platform for resilience, concludes Pingis Hadenius.