Swedish garden e-tailer by Benson raises $998,000, adds TV profile Lulu Carter as owner
What's the deal? Swedish garden and design e-tailer by BensonDealroom has a profile for this one. Try Dealroom → has raised US$1.21M (roughly $998,000) in an angel round, with interior designer and TV profile Lulu Carter joining as an investor and part-owner. Chair Pingis Hadenius said the round aims to strengthen the company's international presence.
Why now? The raise follows a sharp financial turnaround. Over the first three quarters of the year, by Benson swung from an operating loss of US$265.9K to a profit of US$435.2K, while revenue climbed to US$1.63M — already more than 27% above last year's full-year sales.
Who's investing? Carter joins an owner list that already includes profiles such as Maria Montazami, Boris Lennerhov, and Karl Fredrik Gustafsson. The board says another major name will be announced soon, though it is tight-lipped on individual stakes.
The strategy: By Benson is targeting known faces with their own businesses and a passion for its niche, not celebrity status. "Capital is naturally important, but just as important is the experience, networks, and credibility the investors contribute," the company says, casting the new owners as strategic sounding boards rather than passive backers.
What's the endgame? Alongside product sales, by Benson is building a new arm: a digital community developed with investor Lyfta VentureDealroom has a profile for this one. Try Dealroom → and Peter Karpinski. The platform aims to offer members education and tools around gardening, food supply, energy-smart solutions, and household preparedness.
"I have always loved everything from by Benson and followed the company and Anna since the start. I knew it would be a success," Carter said (translated from Swedish). Founder and chief executive officer Anna Benson said Carter brings nearly five decades of experience in colour and form.
The signal: The round is modest — in the 34th percentile by amount — but by Benson is using it as much for expertise and reach as for cash. "Our long-term vision is to create a leading platform for resilience," Hadenius said, pointing to an ambition that stretches beyond e-commerce.
Read more: ehandel.se
Image credit: Landscape Design Advisor
