In 2020, Erik Hoekstra chose to follow in his grandfather’s and father’s footsteps. After seven years of purchasing and assortment development at Plantagen, he founded Florea. The company is based on a philosophy that cultivation is not about large harvests or being the best, but about giving something small a chance to grow. This handpicked selection of seeds and bulbs recently took a step out of the online world, when the brand took its place on the shelves of the retail chain Blomsterlandet.
We are proud of what we contribute, capturing the magic and joy of creation in growing things yourself, and now it will be easier for more people to discover us, said Erik Hoekstra in connection with the launch in physical stores.
Investments and New Markets
The business model has attracted buyers and sales continue to point upwards.
In 2025, the company turned over 38.7 million Swedish krona, an increase of 38 percent from the previous year. At the same time, operating profit decreased. From SEK -521,916 in 2024, operating profit landed at SEK -2.1 million for the full year 2025.
The company explains the negative result by the fact that they have built a structure for the future, but also that they have encountered discrepancies in daily operations. In connection with a rollout to new markets, with an emphasis on France and Germany, changes were made to the shipping solutions. This resulted in unforeseen expenses to take care of delayed packages and compensate affected consumers.
In addition, the company broadened its range with a new product group where the quality from the start did not meet the company’s requirements. This led to discarded goods and increased pressure on customer service, which for a period had to be staffed with extra personnel.
Necessary measures have since been taken and the quality has been ensured, writes CEO Erik Hoekstra in the annual report regarding how the company has handled the product deficiencies.
As a next step in its international expansion, the company has also rolled out its e-commerce in Great Britain at the beginning of 2026.