By Benson's journey recently has been marked by a clear shift. By streamlining logistics and reducing the number of purchased goods, the company has created a more stable foundation.
For the full year 2025, the company reported a turnover of SEK 10.5 million with an operating loss of SEK -2.1 million. Despite the negative operating result, the bottom line showed a positive result of SEK 3.8 million. This turnaround was a direct effect of the company's strategic efforts in purchasing and logistics, where they purchased fewer goods and halved their inventory to free up capital.
Now, the sales curves are pointing upwards again. The recent capital injection will therefore be the last for a long time.
The company is currently carrying out a financing round that is expected to close in the spring. This ongoing capital raising will therefore be the last for a long time, although there is still a small opening for a few select additional investors to join alongside Maria Montazami.
The capital is pure growth capital. By Benson is growing very strongly this year and we are profitable. With more capital, we can further fuel growth. We are soon entering peak season in Europe and growth is very high in all our markets, says Pingis Berg-Hadenius.
She notes that the current economic situation allows them to plan long-term, without having to go on a hunt for new funding in the coming years.
Since the company has good margins, this will be the only capital raising until 2030, so there are only a few investors who can be part of this journey, she continues.
The New Weapon Across The Atlantic
To succeed in the next step of the growth journey, the company has brought in Maria Montazami. However, the investment is about more than just capital. The strategic idea is that the TV profile's network of contacts and local knowledge will function as an opening door when the brand is to establish itself more broadly.
The USA is one of our most important growth markets, and having Maria as an investor with a strong presence and an established network there gives us a strategic advantage. Maria also has a unique understanding of gardening and both the Swedish and American market and consumer, which makes her particularly valuable in our international expansion, says Pingis Berg-Hadenius.
The collaboration is also based on a personal relationship that goes back a long time, where the new part-owner already has a relationship with the products.
Maria has known Anna for over ten years and knows what Anna stands for as a business leader. She has also used by Benson's products throughout the company's five-year lifespan and loves gardening. So all in all, this is a fantastic combination, says Pingis.
Local Warehouse And Digital Offensive
Historically, the brand has had a presence in the US market, but the company chose to pause all marketing there due to high tariff costs.
Currently, US orders are handled from a Swedish third-party warehouse. To reduce shipping costs and shorten lead times in the long run, a physical relocation of the logistics is planned.
When asked when a local warehouse in the USA could be in place, Anna Benson gives a clear answer:
The plan is for it to be up and running in 2027, she says.
But the e-commerce retailer is not waiting until next year to step on the gas. According to the CEO, the starting signal to activate the digital marketing towards American consumers is "very close". The choice of channels to reach out in the noise has already been mapped and selected.
Meta and Google are two channels that are very rewarding for us. Specifically in the USA, we have previously seen good results with Pinterest for our products. We are also working strategically with influencer marketing, says Anna Benson.
Technology Rigged For The World
Although the company currently has fifty retailers in the country, including the well-known store chain Terrain, it is clear where the main focus lies. Own e-commerce is the core of the business model as they now scale up.
Direct-to-consumer sales are our big business and this is where we will focus. But having a fine retailer like Terrain in the back as part of the Urban Outfitters group is of course reassuring. Their stores are fantastic in nice strategic locations, says Anna Benson.
She adds that they already know that there is interest in the products, based on how the market performed before they chose to pull the handbrake.
The USA has long been, and even before we paused due to the tariffs, our largest market and we know that demand is very high.
The capital that the company is currently raising in its final financing round has already begun to be put to work to manage the upcoming expansion. The investment has, among other things, gone towards upgrading the company's underlying systems and integrating AI to create a more cost-effective operation. The machinery is now adapted to cope with a global reach.
We have prepared and the entire structure and the technical infrastructure is ready and scalable. This is just the beginning. We sell already all over the world but work with 10 focus markets, concludes Anna Benson.