Blomster Landet

What Blomster Landet does

Blomsterlandet is Sweden's largest specialty retailer of plants, flowers, and garden accessories, operating approximately 63 physical stores from Malmö in the south to Luleå in the north, plus a nationwide e-commerce platform at blomsterlandet.se. The company's product range covers outdoor plants (roses, perennials, hedging plants, bulbs, conifers), indoor potted plants, cut flowers and bouquets with in-store florist services, seeds, pots and containers, soil and fertilizers, plant care accessories, and home décor. A distinct asset is the SKUD (Svensk Kulturväxtdatabas) national plant nomenclature database, developed since 2002 in collaboration with Nordgen, SLU, Gothenburg Botanical Garden, and Uppsala University's Evolutionsmuseet, which functions as a reference standard for Swedish cultivated plant naming. The company also operates the Green Room loyalty club with 1.1 million members, a same-day flower delivery service (Blombud) in Stockholm and Malmö through a partnership with foodora, and a ResQ Club partnership for selling surplus plants at reduced prices.

The business model is predominantly direct-to-consumer omnichannel retail with unit-pricing on a pay-as-you-go basis; products range from budget items (e.g., 99 SEK bulbs) to premium items (e.g., 4,999 SEK cast iron pots), with no disclosed subscription. Revenue is generated through one-time purchases of plants and accessories across physical retail, the online store, home delivery via PostNord, store pickup, and same-day delivery via foodora. Primary customer segments are home gardeners and plant enthusiasts (both beginners and experienced), with a secondary corporate segment for gifting, bulk plant orders, and event decoration. Marketing is driven by social media, content marketing through plant care guides, email newsletters, live shopping, and event sponsorships.

Blomsterlandet is privately held and wholly owned by S-Invest Trading AB, which in turn is owned by Stena Adactum (part of the Stena Group) following a 2004 acquisition. The company employs approximately 700 people, reported 2024 revenue of 1.9 billion SEK, and celebrated its 35th anniversary in 2024. Sponsorship and sustainability initiatives include biological pest control programs in stores, Fair Transport certified logistics via Steen M Hansen, partnerships with Naturskyddsföreningen on bee conservation, and the Mustaschkampen and Crown Princess Victoria Fund donation partnerships. In 2026 the company was ranked first in the Sustainable Brand Index Hobby & Leisure category in Sweden.

Name

Blomster Landet

Legal name

S-Invest Trading AB

Website

https://blomsterlandet.se

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro industry

PRIMARYCRAIAIAB

Plants, Seeds & Nursery Retail (Garden Centers)

Consumer Products & Retail/Home & Furniture Retail/Gardening & Outdoor Living Retail (Patio, Grills, Lawn & Garden)

SECONDARYCRAIAIAC

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail

Consumer Products & Retail/Home & Furniture Retail/Gardening & Outdoor Living Retail (Patio, Grills, Lawn & Garden)

Keywords

• Garden center retail
• Plant nursery stores
• Garden accessories supplies
• Home gardening products
• Flower delivery service

Headquarters

HQ city

Mölnlycke

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Store Sales: Physical store sales from 63 retail locations across Sweden, offering plants, garden accessories, pots, tools, and home decor items.
2. E-commerce/Online Sales: Online sales through blomsterlandet.se, offering home delivery and store pickup options across Sweden.
3. Flower Delivery (Blombud): Same-day flower delivery service via foodora partnership in Stockholm and Malmö regions, and standard delivery of plants and bouquets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Blomsterlandet operates Sweden's leading garden center retail chain with 63 physical stores nationwide and an e-commerce platform, selling outdoor and indoor plants, cut flowers and bouquets, garden accessories, planters, soil, fertilizers, and home décor. The company offers a same-day flower delivery service (Blombud) in Stockholm and Malmö, the Green Room loyalty program with 1.1 million members, and a SKUD national plant nomenclature database. Core value is delivered through in-store and online expert advice, broad product range, nationwide coverage, and sustainability practices such as biological pest control.

Product overview

Blomsterlandet is Sweden's leading retail chain for plants and garden accessories, operating approximately 63 stores nationwide from Malmö in the south to Luleå in the north, plus a comprehensive e-commerce platform. The core offering consists of outdoor plants (roses, perennials, hedging plants, seasonal flowers, bulbs), indoor potted plants, and cut flowers/bouquets with professional florist services. The product portfolio is complemented by pots and containers, plant care accessories (watering, irrigation, pest control), soil and fertilizers, and home décor items including candles and floral accessories. Key services include Blombud (same-day flower delivery in Stockholm and Malmö regions), the Green Room customer loyalty club with 1.1 million members, and SKUD - a national plant nomenclature database developed with botanical institutions. The company operates e-commerce for 24/7 shopping and offers expert advice both in-store and online through forums.

Differentiator

Problem solved

Functional benefit

Brands

• SKUD: Svensk Kulturväxtdatabas (SKUD) - Sweden's database for correct naming of Swedish cultural plants. A national nomenclature database and name standard for cultural plants, developed in collaboration with Nordgen, SLU, and botanists from Gothenburg Botanical Garden and Uppsala University's Evolutionsmuseet.
• Green Room
• Blomsterbud

Products and services

• Outdoor Plants (Trädgårdsväxter) Garden plants including roses, lavender, summer flowers, perennials, hedging plants (e.g., tuja), conifers, bushes, and seasonal flowering bulbs sold to Swedish home gardeners through 63 stores and e-commerce.
• Indoor Plants (Krukväxter) Flowering and green potted plants for home decoration, including orchids, peace lilies, monsteras, and artificial plants, sold to Swedish consumers through retail stores and online.
• Cut Flowers and Bouquets (Snittblommor och buketter) Fresh cut flowers sold in-store with professional florist binding services, plus custom arrangements for special occasions, weddings, and funerals.
• Blombud (Flower Delivery) Same-day flower delivery service in Stockholm and Malmö regions for bouquets ordered before 11:00 (excluding holidays), with broader delivery of plants and bouquets across Sweden.
• Seeds (Fröer)
• Planters and Pots (Krukor och balkonglådor) Wide range of pots including hanging baskets, balcony boxes, plastic pots, terracotta pots, outdoor pots, and vases in various materials and styles.
• Plant Care Accessories (Tillbehör) Watering equipment, rain barrels, irrigation systems, plant protection products, and biological pest control products including beneficial insects.
• Soil and Fertilizers (Jord och gödsel) Quality soils including flower soil, Mediterranean soil, professional grower soil, specialty soils, and various fertilizers including Blomsterlandet PRO and Blomstra brands.
• Home Décor (Inredning) Home décor items including candles, lanterns, string lights, candle holders, floral accessories like Hanataba products, textiles, and decorative stones.

Quantifiable outcome

• 2024 revenue of 1.9 billion SEK
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• foodoracoreChannel Partner/ Reseller/ Distributor · 1 February 2026Blomsterlandet and foodora partnership enables same-day flower and plant delivery. Customers in Stockholm and Malmö can order bouquets and plants for rapid home delivery. Launched ahead of Valentine's Day (Alla hjärtans dag).
• ResQ ClubminorStrategic or Co-development PartnerPartnership with food waste app ResQ Club to sell surplus plants and garden products at reduced prices, reducing waste while offering customers discounted items.
• FloreaminorStrategic or Co-development PartnerFlorea seeds now available in all Blomsterlandet stores. First time Florea's product range is available in physical retail. Both companies share the vision of making it easier for more people to experience the joy of growing their own flowers and vegetables.
• Naturskyddsföreningen (Nature Protection Association)coreStrategic or Co-development PartnerOngoing sustainability partnership including collaboration on Operation: Rädda bina (Save the Bees) campaign. Extended partnership agreement for 2021-2023 with intention to develop deeper partnership.
• Alverbäcks BlommorcoreStrategic or Co-development PartnerMajor Swedish tulip grower producing 28 million tulips annually (out of 160 million total Swedish production). Partnership includes 'Från Sverige' certified and climate-certified tulips. Alverbäcks is third-generation family business.
• Nordgen, SLU, Göteborgs Botaniska Trädgård, Evolutionsmuseet UppsalacoreTechnology or IntegrationSKUD database development collaboration started in 2002 under Jordbruksverkets Programmet för Odlad Mångfald. Botanists from Göteborgs botaniska trädgård and Evolutionsmuseet maintain data quality.
• Mustaschkampen (Prostate Cancer Campaign)minorOthersAnnual support for Mustaschkampen prostate cancer campaign. Donations made for each hyacinth and rose bouquet purchased by customers.
• Kronprinsessan Victorias FondminorOthersDonation partnership where 3 SEK is contributed to the Crown Princess Victoria Fund for each window azalea sold with Victoria label.
• Steen M Hansen (Transport)minorImplementation/ SI/ Consulting PartnerMain transport carrier certified with Fair Transport certification for sustainable logistics.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Plantagen: Plantagen is the other major Nordic garden center chain with a comparable product mix of plants, garden accessories, pots, and home decor. It directly competes with Blomsterlandet across Sweden and the broader Nordics, serving the same home gardener and plant enthusiast customer base through both physical stores and e-commerce.
• Interflora: Interflora is Sweden's largest flower delivery network, directly competing with Blomsterlandet's Blombud service in the cut flower and bouquet delivery category. Both serve gifting occasions with same-day or scheduled delivery, sharing an overlapping corporate and consumer customer base.
• EuroFlorist: EuroFlorist is a major European flower delivery brand operating in Sweden, offering bouquets and floral arrangements for delivery. It overlaps with Blomsterlandet's Blombud service and competes for the same gifting occasions and consumer occasions.

Regional players

• Mester Grønn: Mester Grønn is Norway's leading flower and plant retail chain with physical stores and online sales. It serves a similar home gardener and gift-oriented customer base as Blomsterlandet but operates exclusively in Norway, making it a regional rather than direct competitor.

Broad incumbents

• Bauhaus Sverige: Bauhaus is a large European home improvement and garden retail chain with multiple Swedish locations. While its core focus is hardware and building materials, it carries an extensive garden and outdoor living assortment that overlaps materially with Blomsterlandet's product mix.
• Jula Sverige: Jula is a Swedish home improvement, garden, and leisure retailer operating physical stores and online. It carries garden plants, soil, and outdoor accessories alongside a much broader assortment, making it a broad incumbent competitor for gardening purchases.
• Rusta: Rusta is a Swedish discount variety retailer with physical stores across the Nordics selling home, garden, and seasonal items. It competes for casual garden and outdoor purchases but does not specialize in live plants the way Blomsterlandet does.
• Clas Ohlson: Clas Ohlson is a Nordic home and lifestyle retailer offering garden tools, watering equipment, and outdoor accessories. While not a plant specialist, it overlaps with Blomsterlandet's accessory and tool assortment for home gardeners.

Emerging players

• Florea: Florea is a Swedish seeds specialist now selling through Blomsterlandet stores. It represents both an emerging partner and a potential competitor in the seed category, sharing Blomsterlandet's vision of encouraging home gardening but operating at smaller scale.
• Blomsterbergs: Blomsterbergs is a Swedish florist and gift brand with online and physical presence in floral arrangements and gifts. It competes with Blomsterlandet's cut flower and bouquet business in the gifting occasion, particularly around weddings and special events.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@BlomsterlandetTV
• Facebookfacebook.com/Blomsterlandet
• Instagraminstagram.com/blomsterlandet
• Pinterestpinterest.se/blomsterlandet
• TikToktiktok.com/@blomsterlandet
• Xx.com/blomsterlandet

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blomster Landet