“We hit the spot between traditional florists and gas station flowers”: Bunchery, Gothenburg

What started with a tiny shop in Gothenburg and a dream to offer a new way to purchase flowers has grown to 33 stores in 11 countries. During this wild ride, Bunchery has been a source of comfort, creativity, and most importantly, beautiful flowers. 

A game-changing collaboration with a retail titan

Flowers have been part of Linda Andrée Westerberg’s life for as long as she can remember. Having opened her first flower shop 28 years ago, Linda, together with Robert Ceder, co-founded Bunchery a decade ago to help others experience the joy of arranging flowers themselves. “Our customers want to be creative and put something together by themselves. We curate our flower bunches so anyone can create a beautiful vase,” Linda explains. 

Everything changed when H&M Home reached out to Bunchery, leading to a collaboration through their Gothenburg store. Eight years later the partnership is still thriving.

“2024 has been the most fun I've had in business. Things just keep getting better!”

Tough times see customers looking for comfort delivered to their doorstep

The past years haven’t been the easiest on Bunchery, but they have revealed new opportunities. When the global pandemic locked everyone inside, homes and flowers became an unexpected source of comfort. “We saw a significant increase in flower purchases across Europe, and this trend has endured. People value their homes more, and flowers are an easy way to change the atmosphere,” explains Linda. 

The rising cost of flowers has added pressure to maintain quality and accessibility. Bunchery’s partnership with Wolt has made it easier for their flower shops to focus on the freshness of the flowers available.

“Wolt’s platform helps us quickly rotate stock, keeping our flowers fresh and our customers happy.”

Roses are red, violets are blue, and the color green is the most popular hue

On top of managing the stock of fresh flowers, Wolt’s merchant tools have also allowed Bunchery to better analyze Wolt’s insights and orders and share them among the team. Green foliage, such as eucalyptus, has proven the most popular among delivery customers, but hydrangea and peony are also becoming flower favorites. 

Getting to know the local tastes takes time, especially with Bunchery operating in 11 countries. “People in Munich buy completely different flowers than they do in Berlin. Stockholm is a faster-paced city compared to Gothenburg, maybe that’s why they enjoy the speed and convenience of ordering through Wolt!” adds Linda.

Customers want sustainable flowers, driving new trends

Bunchery’s flower-loving customers want to express themselves through their unique purchases, and many are choosing environmentally friendly and responsibly sourced flowers. Most of Bunchery’s flowers come from Holland, where they frequently visit to see how their on-the-ground growers and exporters are doing. 

Bunchery continues to offer everyone a chance to show their unique taste in flowers through customizable flower bunches. 

“We’re planning new collaborations and aim to increase our presence in cities where we’re already active. There’s also potential for more stores in Stockholm, so expanding in the domestic market is part of our plans.” 

They have found their sweet spot between traditional florists and gas station bouquets, and have truly blossomed.