Hässelby Blommor

In 1915, a gardener named Johan Reinhold Johansson and his wife Märta started a small flower business. For over a century, this company, Hässelby Blommor, remained a family affair, passed down through four generations. The business carved out a specific niche: providing high-end plant design and services not to individuals, but to other businesses. They became the go-to for creating green, vibrant environments in offices, hotels, and for major events, handling everything from the initial design to long-term maintenance. The company built its reputation on quality and its ability to handle complex projects, becoming one of Sweden's largest and most respected B2B plant suppliers. This deep expertise, cultivated over decades, allowed them to do everything in-house, from sourcing plants in their large greenhouses to employing their own designers and gardeners. Their playbook was simple: long-term customer relationships and a focus on being a premium, reliable partner. After more than 100 years of steady, family-led growth, the playbook changed. In 2022, a major shift occurred. To fuel further expansion, Hässelby Blommor brought in an outside investor, Sobro, as an ownership partner. This decision marked a new chapter for the century-old company, transitioning from a wholly family-owned enterprise to a partnership model aimed at accelerating growth and solidifying its market-leading position.