Friibergh Manor

What Friibergh Manor does

Friiberghs Herrgård is a privately held Swedish manor estate and integrated hospitality business operating from a historic property in Örsundsbro on the shoreline of Lake Mälaren, approximately 65 km northwest of Stockholm. The company runs a single-site, multi-revenue hospitality platform built around 67 hotel rooms (109 beds) across the main building, Östra flygeln, Sjövillan and Ångbåtsvillan, 14 conference rooms (capacity 8-100 persons), a 150-seat restaurant, an 18-hole golf course, a 60 sqm lakeside Sjöbastun sauna with private beach, and ancillary facilities including tennis, boules, gym, EV charging and free parking. Its commercial offering combines full-service conference and meeting packages, weekend and luxury leisure packages, golf packages bundled with adjacent courses (Bro Hof Slott, Bro Bålsta GK), à la carte activities (wine tastings, Kockarnas Kamp cooking competition, Farmarkampen, water sports, yoga/Qigong), seasonal restaurant dining (pre-booked only), and exclusive wedding hosting for up to 110 guests at a base price of 235,000 kr.

The business operates on a hybrid B2B/B2C go-to-market. Corporate clients (the primary revenue segment) are captured via a dedicated conference booking team, direct outreach, proposal-based selling, and listings inside the Svenska Möten network and IACC directory. Individual consumers and families book weekend and golf packages directly through the website, the BookVisit online booking platform, phone, and email, supported by Facebook and Instagram marketing. Revenue is generated across multiple streams: conference and meeting services, accommodation, pre-packaged weekend and golf stays, seasonal Christmas buffets (Julbord), wedding packages, wine tastings and other à la carte activities, and fixed-menu restaurant dining. Pricing is per-person/per-night and varies by day of week, season, and room category; weddings are structured around a base venue-hire fee plus per-guest charges.

The company is owned and operated by Michael Hallbäck, who has held the property since 2007 and serves as VD (CEO), host (gästgivare) and certified sommelier. Friibergh carries Nordic Ecolabel (Svanen) certification, Svenska Möten and IACC memberships, and Visita trade association affiliation. It is registered in Sweden (org.nr 556401-6722), has no disclosed external investors, no parent company, no funding rounds, and no public revenue disclosure.

Name

Friibergh Manor

Legal name

Friiberghs Herrgård

Website

https://friibergh.se

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Friiberghs Herrgård is a privately owned historic Swedish manor estate on Lake Mälaren operating an integrated hospitality platform — 67 rooms, 14 conference rooms, restaurant, golf and wedding venues — serving corporate conferences, weekend leisure guests, golf groups, and wedding couples across the Stockholm-Uppsala corridor.

Ownership category

akta.pro rank

Product category

Conference and Event Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Beachfront & Island Luxury Resorts (THAGACAA)

Keywords

• Conference venue services
• Weekend getaway packages
• Wedding venue hosting
• Golf resort packages
• Historic manor hospitality

Headquarters

HQ city

Örsundsbro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Conference & Meeting Services: Full conference packages including meeting rooms, accommodation, meals, and activities. Packages range from basic helpension (half board) to all-inclusive offerings. Revenue from 14 conference rooms serving 8-100 persons.
2. Accommodation: 67 hotel rooms with 109 beds across various room types: standard rooms, mini-suites (Sjöglimt, Morgondagg, Solstrimma in Sjövillan; Stockholm, London, Helsingfors in Ångbåtsvillan; Skansen, Hwilan in Östra flygeln), and bridal suite. Revenue from nightly stays with varying rates by season and room type.
3. Weekend Packages: Pre-packaged weekend stays including 'Bara vara' (Just be) packages, luxury packages, golf packages, and special seasonal offerings. Pricing from 1,845 kr per person for basic weekend to 2,750+ kr for luxury with golf.
4. Christmas Buffet (Julbord): Seasonal Christmas buffet experience featuring seafood delicacies including oysters, lobster, crab, sea crayfish, salmon. Offered November-December annually. Prices from 1,645-2,995 kr per person depending on day and package.
5. Wedding Services: Complete wedding packages including exclusive venue hire, catering, consultation, bridal suite. Base package starting at 235,000 kr for up to 80 guests, with additional per-person charges for extra guests.
6. Activities & Experiences: À la carte activities including wine tastings (from 5,885 kr), cooking competitions (595 kr/person), team building activities, water sports, and spa services. Revenue from individual activity bookings and package add-ons.
7. Restaurant Dining: Seasonal fixed-menu dining experiences: 4-course dinner (795 kr), lunch (285 kr), afternoon tea buffet (350 kr). All meals pre-booked, no à la carte or drop-in service.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Friibergh Manor operates a historic estate offering integrated conference, accommodation, dining, and recreational services on Lake Mälaren near Stockholm. Its core sellable offerings include corporate conference packages with 14 meeting rooms, weekend leisure stays across 67 rooms (109 beds), wedding hosting with exclusive venue hire, golf packages across partner courses, seasonal Christmas buffets (julbord), and à la carte restaurant dining paired with sommelier-led wine experiences and a broad activity catalog (cooking competitions, team challenges, water sports, yoga, lake sauna).

Product overview

Friibergh Manor is a historic conference and event venue established in 1658, offering a unified hospitality experience centered on its manor grounds near Lake Mälaren. The core offerings include conference facilities (14 meeting rooms for 8-100 guests), accommodation (67 rooms with 109 beds), and restaurant services with seasonal menus. The portfolio extends through add-on packages including weekend and golf packages, wedding services, wine tastings, team building activities, and wellness offerings such as the lake sauna (Sjöbastun), yoga, and water activities. The venue operates as a single integrated property where all services—dining, lodging, conferences, and activities—are coordinated to create a cohesive guest experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Conference Facilities
• Accommodation (67 Rooms / 109 Beds)
• Restaurant & Dining
• Weekend Packages (Bara vara / Luxury)
• Golf Packages
• Wedding Hosting Services
• Christmas Buffet (Julbord)
• Wine Tastings
• Kockarnas Kamp (Chefs' Competition)
• Water Activities
• Sjöbastun (Lake Sauna Facility)
• Yoga, Core & Qigong Sessions
• Team Building Activities
• All-Inclusive Conference Package
• Smakresan (Flavor Journey)
• Gym Facilities
• Julbord Christmas Buffet (Private Guests)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Svenska MötencoreStrategic or Co-development PartnerSelected by Svenska Möten as a certified meeting facility. Friibergh is co-owner of Svenska Möten along with approximately 130 other selected meeting venues across Sweden. Certification indicates meeting high quality standards and compliance with Svenska Möten's classification system. Electronic participant management services offered through partnership.
• Friiberghs Golf ClubcoreStrategic or Co-development Partner18-hole golf course adjacent to the manor, classified as one of the better courses in Uppland. Many holes offer views over Lake Mälaren. Part of weekend golf package offerings.
• Bro Hof Slott Golf ClubmajorChannel Partner/ Reseller/ DistributorWorld-class golf course designed by Robert Trent Jones Jr., located in old cultural landscape directly by Lake Mälaren. Honored by quality and high availability. Included in golf package offerings for guests.
• Bro Bålsta GolfbanamajorChannel Partner/ Reseller/ DistributorClassical golf course design with international dimensions, a tribute to classic British golf courses adapted for Nordic climate. Located in beautiful Mälaren landscape northwest of Stockholm. Included in golf package offerings.
• Bålsta TaximinorOthersPreferred taxi partner offering fixed prices and local knowledge. Provides pre-booked transportation for conference guests to/from Bålsta station (15 km) and Arlanda airport (40 km).
• IACCminorOthersMember of International Association of Conference Centres, global organization for conference and meeting venues.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yasuragi Hasseludden: Japanese-inspired spa and conference hotel on the Stockholm archipelago. Closest functional peer — full-service conference venue with spa, dining, and accommodation serving the same Stockholm corporate market.
• Bro Hof Slott Golf Club: World-class Robert Trent Jones Jr.-designed golf course on Lake M\u00e4laren. Direct golf-amenity peer and existing channel partner, competing for the same high-end weekend golf segment.
• Sundbyholms Slott: Castle-based conference and wedding venue in M\u00e4lardalen offering overnight accommodation, conference facilities, and banqueting — comparable in heritage-meets-MICE model.
• Ulriksdal Hotel & Konferens: Historic castle conference hotel near Stockholm with comparable heritage positioning, conference rooms, dining, and event hosting.
• G\u00f6rv\u00e4lns Slott: Castle conference and event venue on Lake M\u00e4laren northwest of Stockholm offering accommodation, conferences, weddings, and dining in a heritage property — directly comparable operating model and geography.
• Stallm\u00e4staren Badhotell: Historic bath and conference hotel in the Stockholm region with spa, dining, and corporate event capabilities — overlaps in leisure-meets-business positioning.
• Hotel & Restaurant F\u00e5gelbro: Manor-style conference and weekend hotel in the Stockholm archipelago with similar mix of conferences, weddings, golf, and dining.

Broad incumbents

• Scandic Hotels: Nordic hotel market leader with extensive conference facilities across Sweden. Competes for the same corporate event budget pool but lacks the manor heritage positioning.
• Elite Hotels of Sweden: Largest Swedish-owned hotel chain operating full-service and conference properties nationwide. Overlaps in conference and weekend stays but at much greater scale and broader geographic footprint.

Others

• Svenska M\u00f6ten: Network and certification body for 130+ Swedish meeting venues. Friibergh is a co-owner and certified member; Svenska M\u00f6ten is a key distribution and quality ecosystem rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/friibergh
• Instagraminstagram.com/friibergh
• Xx.com/Friibergh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Friibergh Manor