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Erica and Richard Skalleberg are the florist couple behind the flower and interior design chain Blomsterringen. We met to talk about plants, branding and what is important to them in their business. It was an honest conversation about the difficulties of running a shop during a pandemic, being able to adjust from ventures that didn't turn out the way you imagined and running a business with your partner.
Founded
2008
Headquarters
Lerum
Employees
17
Beyond flowers
We want to have a large quantity of the goods and not dabble so much in order to have lower prices and fresh goods. It's a legacy I got from my dad, says Erica.
I didn't think it would be the flower business for me, but applied for marketing after university. But after we met, I started going to the shop after work and helping Erica with everything. Eventually I started working on branding and cultural stuff and we've been working together ever since, says Richard.
2008
started their online shop
Today, in addition to flowers and plants, Blomsterringen has also grown large in pots and decor. They see themselves as a lifestyle chain for people who like plants and where the limit is for what they bring in is not set in stone.
We handpick in the range and are not locked to any supplier. Instead, we find something we think has a connection or fits into the environment, we bring it in.
How come you used Froda?
You feel quite held back when you have the impending stress of rent and salaries to pay. As a business owner, you don't think about yourself first when things get tough. We have employees who also have families and homes. It becomes both a driving force and a weight because you feel that it is our responsibility that they should be able to keep it and we do not want to lose any of them. When you get a no from the bank, it feels pretty hopeless. But when we found Froda, we could breathe a sigh of relief and if we hadn't done that, we wouldn't be where we are today.
Om Froda AB
Froda was founded in 2015 with a clear mission to democratize the access to financing and provide small and medium-sized businesses with the same opportunities to grow as large ones. Through digital processes and technological innovation, Froda has shortened the loan process from months to minutes, making it easy for entrepreneurs to invest in their ideas.
Today, Froda is one of Sweden's fastest-growing tech companies with a 1.7 billion SEK valuation and well known investors such as Karl-Johan Persson, Nicklas Storåkers and Victor Jacobsson among the owners.
In 2021, Froda launched a strategic initiative within embedded financing and through it, we have expanded to the Nordics and the UK, as well as having established partnerships with Visa, Lunar and Checkout.com among others.
Froda is a credit market company regulated by the Swedish Financial Supervisory Authority.
