feey

feey is a direct-to-consumer e-commerce company operating in the ornamental plant sector, founded in Switzerland in 2019 by friends Sven Jakelj, Severin Candrian, and Janko Jakelj. The initial idea stemmed from the founders' own struggles with plant care; both Sven and Severin found their plants died quickly, while Janko had a natural talent for gardening. This personal experience led to a business concept aimed at people who love plants but lack the confidence to maintain them. The company was established as a GmbH (limited liability company) in early 2020 and is headquartered in Flawil, St. Gallen.

The company's business model is centered on selling houseplants directly to consumers via its online shop. feey targets individuals who want to decorate their homes with greenery but may be inexperienced in plant care. Revenue is generated through the sale of a wide range of products including indoor plants, pots, soil, fertilizers, and other accessories. A key aspect of their service is simplifying the selection process; customers can use filters on the website to find plants based on criteria like size, light conditions, and pet-friendliness. To enhance product longevity and customer satisfaction, every plant is freshly repotted, inspected, and treated with a pest-preventing, root-strengthening cocktail before being shipped in specially designed, secure packaging.

Beyond the initial sale, feey focuses heavily on post-purchase support to ensure the plants thrive. This includes detailed care instructions with each plant, a comprehensive blog, plant encyclopedia, and video tutorials. A standout feature is the direct access to a "plant doctor" service, where customers can get expert advice via chat for any issues with their plants, a service available even to non-customers. In 2021, the company gained significant traction after receiving a record investment of 1.2 million Swiss francs on the Swiss version of "Shark Tank," "Die Höhle der Löwen Schweiz," from all five investors for a 30% stake in the company. That same year, feey also won an award for its augmented reality application, which allows customers to visualize how a plant will look in their space. The company has since expanded its operations to Germany and has plans for Austria.

Keywords: e-commerce, houseplants, direct-to-consumer, plant care, online plant shop, Swiss startup, home and garden, sustainable packaging, customer support, augmented reality plant app, office plants, plant accessories, Flawil, St. Gallen, Sven Jakelj, Severin Candrian, Janko Jakelj, Die Höhle der Löwen, plant delivery, green living, indoor gardening, plant consultation, pet-friendly plants