Earlier this spring, it was revealed that by Benson had secured approximately 10 million Swedish krona in a funding round, with Lyfta Ventures and Pingis Berg-Hadenius among the investors. In addition to her investment, she is now proposed to take over the role of Chairman of the Board at the spring annual general meeting.
The company has recently implemented changes in its logistics and halved its inventory. According to the annual report for 2025, revenue amounted to 10.5 million Swedish krona with an operating loss of minus 2.1 million Swedish krona. The same year, a positive result was reported on the bottom line. Now, another name is joining the list of owners.
Previously, I have invested a little in gold. Now I wanted to take the step of investing in a company, and I have followed the development of by Benson and am impressed by the turnaround to profitable growth that Anna has achieved, says Maria Montazami.
The TV personality is investing personal funds in the e-commerce company. She and CEO Anna Benson have known each other for over ten years, and in 2021, Maria Montazami participated in a launch film for one of the e-commerce retailer's garden hoses.
I want to both make a good investment and find it fun to get involved strategically in the company's growth journey. As I am a public figure, I don't want to say exactly, but it is a fairly large sum and I am investing my personal money, says Maria Montazami.
Third-Party Logistics and US Plans
To keep costs down, the e-commerce retailer recently paused its marketing in the US, resulting in a revenue loss of 1 million Swedish krona outside the EU. Despite the paused marketing, orders are shipped daily across the Atlantic from the company's Swedish partner for third-party logistics.
Currently, by Benson has around 50 retailers in the US market, with the Terrain chain being one of the players. In the future, the company will once again increase its presence in the country with the goal of establishing itself fully in 2027.
The US is one of our most important growth markets, and having an investor with a 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 markets and consumers, which makes her particularly valuable in our international expansion, says Pingis Berg-Hadenius.
The product positioning going forward will revolve around the garden as a place for self-sufficiency and mental recovery. Maria Montazami is stepping into the role of strategic partner and ambassador, and the plan is for her to showcase the brand's range on her own social media channels.
Garden tools are as fun and can be as stylish as a Chanel bag. So I will highlight what I really like from by Benson, concludes Maria Montazami.