PM & Vänner
PM & Vänner is a privately held Swedish hospitality group founded in 1992 in Växjö, operating a 74-room boutique hotel, Michelin-starred fine dining restaurant, bistro, rooftop bar, bakery, florist, and banquet/conference services under a unified 'Forest, Lake and Meadow' gastronomy philosophy.
- Company typePrivate
- Founded1992
- HeadquartersVäxjö, Sweden
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What PM & Vänner does
PM & Vänner is a privately held hospitality group headquartered in Växjö, Sweden, founded in 1992 by Per Bengtsson and Monica Carlsson. The company operates an integrated portfolio of seven business units within a ~100-meter footprint in central Växjö: a 74-room boutique hotel (PM & Vänner Hotel), a Michelin-starred fine dining restaurant (PM Matsal, held since 2016), a casual bistro (PM Bistro), a rooftop bar (PM Bar), an artisan bakery (PM Bröd & Sovel), a florist (FLORA PM & Vänner), and banquet and conference services (PM Fest & Konferens) capable of hosting weddings up to 300 guests and conferences up to 350 attendees.
The group's unifying identity is the 'Skog, äng och sjö' (Forest, Lake and Meadow) gastronomic philosophy, which emphasizes local Småland ingredients and approximately 30% organic/KRAV/MSC-certified sourcing. Technology infrastructure is composed entirely of third-party SaaS rather than proprietary systems: Oaky B.V. for hotel upsell and guest engagement, Waiteraid/FoodFriends AB for restaurant reservations, Caspeco AB for the food-ordering app, and Reepay A/S for payments. The company also operates an e-commerce florist storefront at shop.pmrestauranger.se. PM & Vänner holds Nordic Swan Ecolabel and KRAV certifications, and maintains one of Sweden's largest wine cellars with over 6,300 references and 18,000+ bottles, earning Wine Spectator Grand Award of Excellence status in 2025.
The business model is primarily direct-to-consumer with a hybrid mix of transaction-based revenue streams. The company monetizes through per-room accommodation (rooms from 2,495 SEK/night, packages from 1,945 SEK/person/night), à la carte and tasting-menu restaurant sales, three-course prix-fixe dining (620 SEK ex VAT), conference packages (498–750 SEK ex VAT/person), wedding packages (1,195–1,695 SEK/person), wine tasting experiences (495 SEK ex VAT/person), bakery retail, and floral arrangements. Distribution is direct via the company's own website, online booking systems, phone reservations, and on-site walk-ins; there is no third-party agency channel. Customer segments are diversified across luxury leisure travelers, food and wine enthusiasts, corporate event planners, and celebration hosts, with corporate/B2B florist clients as a secondary segment. The company is currently operated by the founder-owners and has no disclosed institutional investment.
PM & Vänner firmographics
Firmographics- Name
- PM & Vänner
- Legal name
- PM & Vänner Restaurang AB
- Website
- https://pmrestauranger.se
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Short description
- PM & Vänner is a privately held Swedish hospitality group founded in 1992 in Växjö, operating a 74-room boutique hotel, Michelin-starred fine dining restaurant, bistro, rooftop bar, bakery, florist, and banquet/conference services under a unified 'Forest, Lake and Meadow' gastronomy philosophy.
- Ownership category
- akta.pro rank
PM & Vänner industry classification
Industry- Product category
- Hospitality Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)
- akta.pro secondary industries
- All-Day Dining Restaurants (THAFACAJ), Exclusive Dining Access & Chef’s Table Reservations (HSACAMAJ)
Keywords
Where PM & Vänner is headquartered
LocationHeadquarters
- HQ city
- Växjö
- HQ country
- Sweden
- HQ region
- Europe
Offices5 records
Markets served
PM & Vänner business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Hotel Accommodations: 74 unique rooms across five categories, offering overnight stays with amenities including rooftop pools, sauna, gym, and breakfast.
- Fine Dining Restaurant & Bistro: PM Restaurant (Michelin-starred fine dining with tasting menu), PM Bistro (casual dining with three-course dinners), and PM Bar (rooftop bar). Revenue from food and beverage sales.
- Banquet, Conference & Catering: Event hosting for weddings (up to 300 guests), conferences (up to 350 attendees), and catering services. Includes venue rental, food service, and event planning.
- Bakery (Bröd & Sovel): Artisan bakery producing organic breads using heritage grains. Products sold separately and used in-house.
- Florist (FLORA PM & Vänner): Flower shop offering arrangements for events, corporate accounts, hotel guests, and retail sales. Includes corporate subscriptions, flower delivery, and wedding/funeral arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Hotel Room - Summer Offer (Classic Double) |
| Subscription | Pay-as-you-go | Hotel Room - Summer Offer (Executive) |
| Subscription | Pay-as-you-go | Hotel Room - Summer Offer (Junior Suite) |
| Subscription | Pay-as-you-go | Gastro Package (Classic) |
| Subscription | Pay-as-you-go | Golf Package (Classic) |
| Subscription | Pay-as-you-go | Wedding Package Classic |
| Subscription | Pay-as-you-go | Wedding Package PM & Vänner |
| Subscription | Pay-as-you-go | Conference Package Climate-Smart (Full Day) |
| Subscription | Pay-as-you-go | Conference Package Classic (Full Day) |
| Subscription | Pay-as-you-go | Conference Package Extraordinaire (Full Day) |
| Unit Pricing | Pay-as-you-go | Wine Tasting Experience |
| Unit Pricing | Pay-as-you-go | Three-Course Prix Fix Menu |
| Unit Pricing | Pay-as-you-go | Design & Wine 2026 Event |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
PM & Vänner product offering
Product offeringCore offering
PM & Vänner is a hospitality group operating a 74-room boutique hotel, a Michelin-starred fine dining restaurant, a casual bistro, a rooftop bar, an artisan bakery, a florist, and banquet/conference services in Växjö, Småland, Sweden. The portfolio is unified by a "forest, lake and meadow" gastronomic philosophy emphasizing local, organic, and KRAV-certified ingredients from the Småland region. Integrated offerings cover overnight accommodation, multi-format dining, weddings, corporate conferences, catering, and specialty packages including golf and gastronomy experiences.
Product overview
PM & Vänner is a hospitality group operating an integrated portfolio of hotel, restaurant, and event services in Växjö, Småland, Sweden. The offering consists of PM & Vänner Hotel (74-room boutique hotel with rooftop pools and wellness), PM Restaurant (Michelin-starred fine dining), PM Bistro (casual fine dining), PM Bar (rooftop bar), PM Bröd & Sovel (artisan bakery), PM Flora (florist), and PM Fest & Konferens (banquet and conference services). The portfolio is unified by a 'forest, lake & meadow' gastronomic philosophy emphasizing local, organic ingredients from Småland. Revenue streams include room reservations, restaurant dining, event hosting (weddings, conferences), catering, and specialty packages (Gastro, Golf, Early Bird Gastro, Summer). The group also operates an online ordering platform and booking systems for hotels and restaurants.
Differentiator
Problem solved
Functional benefit
Products and services
- PM & Vänner Hotel
- PM Restaurant (PM Matsal)
- PM Bistro
- PM Bar
- PM Bröd & Sovel (Bakery)
- PM Fest & Konferens (Banquet & Conference)
- PM Flora (FLORA PM & Vänner)
Quantifiable outcome
- Michelin star maintained annually since 2016
- +3 more outcomes
Companies that use PM & Vänner
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
PM & Vänner technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
PM & Vänner partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Växjö GKcorePartnership with Växjö Golf Club for golf packages. Guests combine accommodation at PM & Vänner Hotel with 18-hole greenfee at Växjö GK, a forest and park course famous for challenging finish holes 17 and 18.
- VästflygminorWeekend package partnership for flight + hotel deals. Västflyg airline provides flights as part of special getaway packages combining travel with PM & Vänner Hotel stay and gastronomy experiences.
- VEDA YogaminorYoga partnership offering morning yoga sessions on the rooftop terrace. VEDA yoga instructors lead free outdoor yoga sessions for hotel guests, weather permitting. Sessions held at hotel terrace or VEDA's Kungsgatan location.
- Le LacminorSpa and wellness partnership. Le Lac provides massage and spa treatments that combine with PM's Japanese bath and sauna with views over Växjö City.
- DimanchecoreWine tasting partnership for wine and champagne tasting experiences. Dimanche collaborates on wine cellar visits and guided tastings of four wines or champagnes.
- Inlåst (Escape Room)minorTeam building partnership offering escape room activities for conference groups. Can be played at Inlåst's Växjö location or brought to PM hotel with mobile concepts.
- KryastminorTeam building activities partnership. Kryast organizes 'Hotel Champions' competitions - team challenges inspired by TV series, testing collaboration and problem-solving abilities.
- Input InteriörminorDesign & Wine 2026 event co-presenter. Input Interiör collaborates on the design and furniture exhibition event at PM & Vänner Hotel.
- Interior Cluster SwedenminorDesign & Wine 2026 event co-presenter. Interior Cluster Sweden partners on the design and wine fair showcasing Swedish furniture and design producers.
- FoodFriends AB / WaiteraidcoreRestaurant table booking system. Waiteraid handles table reservations in PM's restaurants, managing bookings with personal details, dietary requirements, and event information.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
PM & Vänner competitors and assessment
Company assessmentDirect peers
- Noma: Two-Michelin-starred Copenhagen restaurant widely regarded as the global benchmark for terroir-driven, foraged Nordic cuisine. Strongly comparable in 'forest, lake, and meadow'-style local sourcing philosophy and sustainability leadership, though at a different scale and market.
- Frantzén Group: Stockholm-based Michelin-starred fine dining group founded by Björn Frantzén. Operates a multi-format hospitality portfolio (Restaurant, Studio, Café, bakery) mirroring PM & Vänner's integrated ecosystem, and is the most direct Swedish comparison for the Michelin-plus-hotel-adjacent model.
- Lydmar Hotel: Boutique hotel in central Stockholm pairing curated rooms with a renowned restaurant, bar, and art programming. Closest urban analog to PM & Vänner's hotel-plus-restaurant-plus-bar integrated offering in a comparable Nordic market.
- Maaemo: Three-Michelin-starred Oslo restaurant focused on Norwegian terroir and pure seasonal cuisine. Comparable as a Nordic Michelin peer with strong sustainability positioning, similar wine program depth, and integrated event/private dining business.
- Sjömagasinet: One-Michelin-starred seafood fine-dining restaurant in Gothenburg with a curated wine list and private event rooms. Similar profile to PM Restaurant in terms of single-Michelin prestige, premium wine program, and banquet capacity.
- Vollmers: Two-Michelin-starred restaurant in Malmö, Sweden, run by the Vollmer brothers with a strong focus on local Skåne terroir and seasonal cuisine. Highly comparable in philosophy, fine-dining format, and Swedish regional gastronomy positioning.
- Operakällaren: Historic Stockholm fine-dining institution holding one Michelin star with an integrated bar, banquet, and event offering. Comparable as a long-established Swedish Michelin fine-dining operator with a strong sommelier program and event business.
Broad incumbents
- Elite Hotels of Sweden: Sweden's largest privately owned hotel group operating more than 40 properties across the country. Overlaps with PM & Vänner on the hotel side and provides a benchmark for how a multi-property Swedish boutique-leaning operator is structured, though at far broader scale.
- Stureplansgruppen: Swedish hospitality group operating restaurants, bars, clubs, and hotels in Stockholm and other cities. Relevant as a multi-format Swedish hospitality operator, but its venues skew urban nightlife rather than gastronomy-led.
Regional players
- Hotel Rangá: Luxury boutique hotel and restaurant in rural Iceland with a strong on-site gastronomy, observatory, and curated experience offering. Comparable as a remote-destination luxury hospitality operator pairing boutique rooms with destination dining, though in a different country.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PM & Vänner compliance and trust
Trust signalCompliance6 records
PM & Vänner financial estimates
Financial estimateRevenue estimate
Valuation estimate
PM & Vänner leadership team
Management profileNumber of profiles
Profiles10 records
PM & Vänner subsidiaries and ownership
Company hierarchySubsidiaries7 records
PM & Vänner funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PM & Vänner M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PM & Vänner
What does PM & Vänner do?
PM & Vänner is a hospitality group operating a 74-room boutique hotel, a Michelin-starred fine dining restaurant, a casual bistro, a rooftop bar, an artisan bakery, a florist, and banquet/conference services in Växjö, Småland, Sweden. The portfolio is unified by a "forest, lake and meadow" gastronomic philosophy emphasizing local, organic, and KRAV-certified ingredients from the Småland region. Integrated offerings cover overnight accommodation, multi-format dining, weddings, corporate conferences, catering, and specialty packages including golf and gastronomy experiences.
Is PM & Vänner a public or private company?
PM & Vänner is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PM & Vänner founded?
PM & Vänner was founded in 1992.
Where is PM & Vänner based?
PM & Vänner is headquartered in Växjö, Sweden, in the Europe region.
How does PM & Vänner make money?
Five revenue lines are on record. Hotel Accommodations are the primary driver. The others are fine Dining Restaurant & Bistro, banquet, Conference & Catering, bakery (Bröd & Sovel) and florist (FLORA PM & Vänner).
Who are PM & Vänner's main competitors?
Direct peers on record are Noma, Frantzén Group, Lydmar Hotel, Maaemo, Sjömagasinet, Vollmers and Operakällaren. Broad incumbents are Elite Hotels of Sweden and Stureplansgruppen. Hotel Rangá is listed as a regional player.
Does PM & Vänner have an API?
No public API is recorded for PM & Vänner.
What industry is PM & Vänner in?
PM & Vänner's product category is Hospitality Services. Its primary akta.pro industry code is THAGADAG, Gastronomy & Wine-Focused Boutique Hotels, with a secondary code of THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 72111 and its SIC code is 7000.