What Majblommans Riksförbund does

Majblommans Riksförbund is a Swedish non-profit child-rights organization founded in 1907, headquartered in Göteborg, that combats child poverty through three integrated pillars: direct financial support to children, policy advocacy, and research funding. The organization serves children under 18 living in economic hardship in Sweden (more than 1 in 10 children nationally) and their families, distributing financial aid via a national network of 450 local majblommeföreningar and approximately 4,000 volunteers. Core operations revolve around an annual April–May fundraising campaign in which children sell majblommor (May flowers) door-to-door and via personal web shops, supported by shelf space at ICA, KappAhl, and Stadium retail chains and a mobile/web platform including the Flora child-seller app, the Iris member portal, and the Insamling and Majblommebössa tracking portals. Children receive a 10% commission on sales plus an additional 10% to their group, with remaining proceeds funding the mission.

The organization operates a year-round Blombutiken e-commerce store selling flower packages (60–190 SEK), posters, postcards, tote bags, and limited-edition artworks produced through the Årets Konstnär (Artist of the Year) tradition, which has run since Carl Larsson's 1912 contribution and produced recent collaborations with Astrid Sylwan, Borås Tapetfabrik, and Charlotte Gyllenhammar. Donations flow through Swish (9019076), PlusGiro, monthly giving, testamentary bequests, corporate partnerships, and foundation giving. Majblomman holds 90-konto certification from Svensk Insamlingskontroll and Tryggt Givande quality code compliance from Giva Sverige, and operates under GDPR-aligned data handling for donors, families, and volunteers. Recent strategic emphasis is on digital infrastructure, advocacy publishing (the 2025 book '121 sidor av Sverige'), and a new Svensk Form scholarship partnership linked to the organization's 120th anniversary in 2027.

Name

Majblommans Riksförbund

Legal name

Majblommans Riksförbund

Website

https://majblomman.se

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

11–50 employees

Short description

Majblommans Riksförbund is a Swedish non-profit founded in 1907 that combats child poverty through direct financial support, policy advocacy, and research funding. It runs an annual May flower-selling campaign, a year-round e-commerce store, and a network of 450 local associations serving children and families in economic hardship across Sweden.

Ownership category

akta.pro rank

Product category

Nonprofit Charitable Services

NAICS

Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Public Charities & Grantmaking Intermediaries (BPAGAKAE)

akta.pro secondary industry

Child Protection & Child Rights (BPAGABAG)

Keywords

• Child poverty charity
• Nonprofit fundraising
• Social welfare services
• Child support grants
• Charity campaign organization

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Majblomma Sales (Annual Campaign): Children sell physical and digital majblommor (May flowers) door-to-door and via personal web shops. Each child receives 10% commission on sales, with an additional 10% going to their group. Proceeds from remaining sales fund the organization's operations and mission. Physical flowers are sold in packages (60–190 SEK) and individually. Digital flowers are sold via the app and web shops.
2. E-commerce (Blombutiken): Year-round online store selling majblommor, flower packages, posters, postcards, tote bags, exclusive art works (prints, wallpaper), and the book '121 sidor av Sverige'. All revenues go to the child poverty mission.
3. Donations and Gifts: Individual donors contribute via Swish (9019076), PlusGiro (901907-6), direct bank transfer, monthly giving, testamentary bequests, commemorative gifts, and tribute gifts. Monthly donors are a key revenue stream actively recruited via telephone campaigns.
4. Corporate Partnerships and Major Gifts: Companies can become 'majblommecertifierade' (certified), make large donations, sponsor the annual art work, or partner on specific projects. Stiftelser (foundations) and philanthropists are also targeted for large contributions.
5. Artist Collaboration Sales: Exclusive art works created by Årets Konstnär (Artist of the Year) are sold in limited editions. Proceeds go entirely to the mission. Past examples: Astrid Sylwan's 'Tupelo Honey' (75 prints at 5,000 SEK each), Charlotte Gyllenhammar's 'Arriver' (10 prints at 85,000 SEK each, plus posters/postcards), Borås Tapetfabrik's 'Majken' wallpaper (899 SEK/roll).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Majblommans Riksförbund is a Swedish nonprofit organization, founded in 1907 and headquartered in Gothenburg, that combats child poverty in Sweden. It runs an annual majblomman (May flower) fundraising campaign selling symbolic flowers and merchandise, mobilizes thousands of volunteers across local associations, and channels the proceeds toward direct financial support, advocacy, and research funding for children living in poverty.

Product overview

Majblommans Riksförbund is a nonprofit child rights organization operating primarily as a charitable fundraiser and support provider. The core product portfolio consists of annual May flower (majblomma) sales programs where children sell flowers to raise money for child poverty relief, supported by the Flora mobile app for sales tracking. The Blombutiken (Flower Shop) e-commerce platform sells current and historical flower packages, artwork from annual artist collaborations (Årets konstnär), and branded merchandise including canvas bags, posters, postcards, and pins. Supporting products include the '121 sidor av Sverige' book documenting child poverty applications, educational lesson plans for schools, the Barnfattigdomskartan interactive poverty map, and the Majblommecertifiering certification program for associations. The organization also offers financial support applications for families and monthly giving programs. The portfolio is distributed through both digital platforms (websites, apps) and physical products sold in the Blombutiken.

Differentiator

Problem solved

Functional benefit

Brands

• Majblommecertifiering: A certification program for associations that demonstrates commitment to making club life more accessible for all children in Sweden.

Products and services

• Majblomman (May Flower) Campaign
• Blombutiken (Online Store)
• Financial Support Grants for Children in Poverty

Quantifiable outcome

• More than 1 in 10 children in Sweden live in poverty
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Svensk FormcoreStrategic or Co-development Partner · 1 January 2026Majblomman has partnered with Svensk Form to become a new scholarship provider for Ung Svensk Form 2027. The partnership targets young designers with an interest in social sustainability and children's rights. The scholarship is linked to Majblommans 120th anniversary in 2027. Applications open May 15 – June 30, 2026.
• Borås TapetfabrikflagshipStrategic or Co-development Partner · 1 January 2024Majblomman and Borås Tapetfabrik collaborated to create Årets Konstverk 2024 — the 'Majken' wallpaper, designed by Johanna Ek at Borås Tapetfabrik. The wallpaper is sold in three color variations at 899 SEK per roll, with proceeds going entirely to Majblommans child poverty mission.
• ICA (Retail)coreChannel Partner/ Reseller/ DistributorICA grocery stores across Sweden sell majblommor during the annual campaign period (April–May). This is a key retail distribution channel for reaching buyers who may not be directly contacted by child sellers.
• KappAhl (Retail)coreChannel Partner/ Reseller/ DistributorKappAhl clothing stores sell majblommor during the annual campaign. This partnership extends Majblommans reach to KappAhl's customer base.
• Stadium (Retail)coreChannel Partner/ Reseller/ DistributorStadium retail stores sell majblommor during the annual campaign. The partnership helps reach sports and outdoor enthusiasts who may support the cause.
• Maquire (Recruitment)minorImplementation/ SI/ Consulting PartnerMaquire is handling the recruitment process for Majblommans new Secretary General position. Contact: Christina Fredriksson, 0702-715140, [email protected].
• CFHILLflagshipChannel Partner/ Reseller/ DistributorCFHILL handles the sale of Charlotte Gyllenhammar's limited-edition C-print 'Arriver' (85,000 SEK per framed print, limited to 10 copies). Contact: Amanda Lygon, [email protected].

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BRIS (Barnens Rätt i Samhället): Swedish children's rights organization providing support to children and young people. Comparable as a domestic child-focused nonprofit with similar advocacy and support-distribution activities.
• Erikshjälpen: Swedish second-hand charity operating retail stores nationwide. Comparable to Majblomman in using a retail/distribution-driven fundraising model and supporting children's causes.
• Rädda Barnen (Save the Children Sweden): Sweden's leading child-rights nonprofit, focused on child welfare and poverty alleviation. Directly comparable to Majblomman in mission (supporting children in need in Sweden) and 90-konto fundraising model.
• Stadsmissionen (Stockholm and Gothenburg City Missions): Swedish social-services charity focused on poverty relief and vulnerable populations. Comparable to Majblomman in providing direct financial assistance and operating a volunteer-driven, donor-funded model.
• SOS Barnbyar (SOS Children's Villages Sweden): Swedish branch of international child welfare nonprofit supporting children in vulnerable situations. Comparable to Majblomman in mission focus on children, 90-konto status, and Swedish donor base.

Others

• Svensk Form: Swedish design association that recently partnered with Majblomman on the Ung Svensk Form 2027 scholarship. Comparable as a Swedish cultural/design organization collaborating on social sustainability initiatives.
• Borås Tapetfabrik: Swedish wallpaper manufacturer that co-created the 'Majken' wallpaper as Årets Konstverk 2024 with Majblomman. Comparable as a commercial partner enabling premium product co-branding for charitable fundraising.

Broad incumbents

• Cancerfonden: Sweden's largest cancer research charity and one of the most-recognized 90-konto fundraisers. Comparable as a top-tier Swedish charity competing for the same monthly-giver and corporate donor pool.
• UNICEF Sverige: Swedish chapter of global child-rights organization. Comparable to Majblomman in child-focused mission, advocacy work, and 90-konto fundraising in Sweden, though at much larger scale and international scope.
• Röda Korset (Swedish Red Cross): Major Swedish humanitarian nonprofit. Comparable as a large 90-konto charity with broad donor reach, established retail and corporate partnerships, and government-level advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/majblommansriksforbund
• LinkedInlinkedin.com/company/majblommans-riksf%C3%B6rbund
• Instagraminstagram.com/majblommanriks

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Majblommans Riksförbund