About by Benson – by Benson - Swedish Design

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About by Benson

Anna Benson, a visionary entrepreneur, founded by Benson 2017, a Swedish award-winning brand known for its very demanded collection of nearly 200 stylish home and garden products. 
At by Benson, we prioritize quality, function, design, and sustainability. Our packaging uses recycled paper, with minimal plastic, and our products feature durable materials like ashwood.
Our Christmas collection includes the market’s best-selling Christmas tree stand in the Nordic countries. Our Garden Collection with the popular water hose earned “Garden Product of the Year” in Sweden 2022 and has been nominated in many other countries. 
Today, by Benson collaborates with concept stores, garden centers, and marketplaces worldwide with a strong presence at international design fairs. Our products have caught the eye of customers also outside Europe as far as Japan, South Korea, South Africa, and South and North America.
Anna grew up in Småland in southern Sweden, with a father who was one of Sweden’s largest Christmas tree producer since 1974 and a mother who is a gardener and florist. Anna says she grew up among Christmas trees, flowers and bees.
“by Benson is a testament to my creativity, entrepreneurship, and commitment to merging beauty and sustainability in everyday life.
I have never understood why things are designed to be hidden? As a creator and artist at heart, I’ve always sought harmony and beauty in the world around me. One day, while landscaping my terrace in Stockholm, the idea for our stylish hoses was born. I refused to disrupt the natural beauty with a bright red, orange, or plastic water hose. I wanted something that harmonized with its surroundings, blending seamlessly with the natural elements. Or why not take a brush and a dustpan that is very handy. It needs to be close. Reachable. Not hidden somewhere. Far away. In a colorful plastic material. Do you feel the same?
Welcome to by Benson.”

The Story

2017

First product

The Christmas Tree Stand Deluxe was created for the company Smålandsgran and became the most sold Christmas Tree Stand in Sweden. Also the Christmas Tree Bag was invented this year.

2018

Christmas Collection

Rugs, gift bags and more Christmas tree stands was added to the collection. And by Benson started to get brand awareness in Sweden.

2019 - Oct

Designtorget

Sweden's renowned and credible retailer Designtorget decides to start selling by Benson in all stores all over Sweden. Later on the same year also renowned Posh Living starts to sell by Benson.

2019

Turnover of 100 000 €

The company grows and reaches a turnover of 100 000 €.

2020

80 Products

The Christmas Collection grows and in total there are around 80 different products now.

2020 - Oct

First Agent

Signing the first agent representing the brand. Today the company have agents on many markets worldwide.

2020

Retailers

The pandemic has a big effect and many retailers starts to sell by Benson during the year due to a high demand, such as Åhléns in 54 stores, Bygghemma, different garden and concept stores.

2020

Turnover 250 000 € +

Reaching a turnover of more than 250 000 €.

2020 - Jan

NK & Design House Stockholm

NK (Nordiska Galleriet) starts to sell by Benson as well as Design House Stockholm in Båstad, Sweden.

2021 - April

New website

Launching the new website. The first order was 3 x Christmas Tree bags to Eskilstuna, Sweden. In 2 months the sales was record-breaking of 50 000 €.

2021 - April

Garden Collection

Launching the garden collection with around 80 products. A big success from day 1.

2021 - July

Entering Norway

Signing with agents in Norway opens up the Norwegian market that has a high demand. The first order was a hose, connector and spraygun sent to a client in Moss. Retailers like Bolina starts to sell by Benson.

2021 - Sep

First Fair

Attending the first fair with our own stand. The stand is designed in two weeks and actually with spikes as hangers. Today by Benson attends the biggest fairs in the world such as Maison & Objet, Spoga+Gafa, Ambiente, Intergift, Nordstil, Formex and many more. The stand got some updates.

2021

Marketplaces

Marketplaces becomes an important sales channel and during this year by Benson signs with Ellos, H&M Home, Fruugo, Fair, Ankorstore and more.

2021

Delays

Due to the pandemic and its lockdowns and the vessel that blocked all the traffic in the Suez Canal this was a year of delays.

2021

100 retailers

More than 100 retailers sells by Benson worldwide in concept stores and garden centers.

2021

Turnover of 650 000 €

The company grows a lot with many new clients and reaches a turnover of 650 000 €.

2022 - March

US Retailer

First retailer in the US starts to sell by Benson. Full collection of garden tools ships to a store in New Hampshire.

2022

"The Garden Product of the Year"

The bestseller watering hose was awarded the garden product of the year in Sweden. It was also nominated in Norway and Denmark.

2022

Sold out

Due to the awards and the big attention in media, the demand is huge and many of the products were sold out. Some in 24h after the first award. The stock levels were refilled as soon as it was possible.

2022

200 Retailers

More than 200 retailers sells by Benson worldwide in concept stores and garden centers.

2022

180 products

The develop never stops.

2022

Posting influencers

Already more than 150 influencers has posted about by Benson in their channels.

2022

Turnover of 750 000 €

The company continues to expand and enters more markets in Europe.

2022

Sold 100 000 products

Our products are sold worldwide and in the hands of customers around the globe.

2023

H&M Home - Europe

In march 2023 H&M Home launched by Benson in concept stores around the world such as Stockholm, Paris, Amsterdam, Oslo, Berlin, Copenhagen, Zurich, Geneva, Milano and more.

2023 - April

Japan enters the market

First B2B client from Japan starts selling the brand.

2023

AUSTRALIA & SOUTH AFRICA

Big demand from Australia and South Africa for by Benson.

2024 - January

NEW Collection

Launching the new “Home”- collection with a few products.

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