E-commerce company by Benson, with founder and CEO Anna Benson at the helm, is in a strong expansion phase. It is now clear that florist and TV personality Karl Fredrik Gustafsson, better known as Karl Fredrik on Eklaholm, will become a new part-owner of the company.
The investment comes after he has been a retailer for the brand for several years.
I have liked by Benson's products for many years. They represent a quality and a feeling that I personally value highly. To now step in as a part-owner feels both natural and very inspiring, says Karl Fredrik Gustafsson in a comment.
The Figures: 2100 Percent Increase
The company is also presenting fresh growth figures for the beginning of 2026. According to the CEO, the company is 160 percent above the previous year (YTD), and for the first four months of the year, it is 98 percent above budget. The expansion is mainly driven by digital commerce.
The United Kingdom is particularly highlighted as a key market. There, the company has noted a growth of approximately 2100 percent compared to the same period last year.
The United Kingdom, with its fantastic English gardens and strong interest in gardening, has certainly helped. The United Kingdom will probably become one of our three largest markets in May, says Anna Benson.
In addition to the British market, Germany and the USA are described as the company's largest markets, where, among other things, the color "Falu Red" is said to have had a strong impact.
International Investors on the Way
The expansion is financed through an ongoing investment round which, according to the company, is already half full. Interest is said to be coming from investors in countries such as the USA, Italy, Poland and Turkey.
It fits our strategic focus, as an international e-commerce company, to have a “cap table” that represents the company's market and customers, says Pingis Berg-Hadenius, Chairman of the Board of by Benson.
From Inventory Clearance to Global Investment
The current growth journey follows a 2025 that was characterized by efficiency improvements. The company then halved its inventory and managed to turn the result into positive figures on the bottom line, despite a negative operating result. Turnover for 2025 amounted to 10.5 million Swedish kronor.
While Maria Montazami was previously brought in to act as an opener to the American market, where a local warehouse is planned for 2027, Karl Fredrik is expected to contribute with industry knowledge and brand strength.
For me, it's all about quality, sustainability and the feeling in the details. by Benson has succeeded in creating products that are both beautiful and built to last. It is a brand that dares to stand firm, concludes Karl Fredrik Gustafsson.