Erik is the founder of Florea and is currently CEO. He is primarily responsible for our range, purchasing and production. His favourite flower is the tulip, while he cannot imagine a summer without home-grown tomatoes. Erik is the third generation in the family to work with flowers and flower bulbs. The family grew up in Lisse, the Netherlands.

- Married to Ebba and together they have 3 daughters.

Anders is Florea's Creative Director with primary responsibility for everything related to the creative side of the company. With a background in both music production and photography and videography, Anders is behind the films and many of the beautiful images shown on Florea's website and social channels. Although farming is something of a new world, the interest in nature has always been great and the dream is a house in the country with its own garden.

His favorite flower is ranunculus, which he likes so much that he (accidentally) posted it on Florea's Instagram, on Tulip Day.

Anna is a photographer, stylist and creator and has worked with us since the beginning in our creative team. She was the one who laid the foundation for how Florea would look and with her incredible sense of touch and eye for color and shape, she has been involved in shaping everything visually. She is also involved in selecting our range and making sure we have the finest varieties with the most beautiful colors.

Every year she grows lots of summer flowers and has recently discovered growing edibles! Her absolute favorite flowers are the rose hydrangea, which she has grown extensively for many years now!

Philip, Florea Urban Gardener, with primary responsibility for the operational part of Florea. Lives in an apartment but tries to prove without a doubt that it is possible to grow regardless of housing situation and level of knowledge. Likes cooking so spices are a big favorite but this year the favorite was our white sunflower “White Sun”.

Jasmina is Florea’s Content Creator. She is responsible for turning our ideas into visual expression, whether it’s creating photography and film, building an inspiring stand at the garden fair, or giving our office that Florea feel. With a keen eye for aesthetics and a natural sense of storytelling, she helps us bring our products and our world to life.

I love inspiring people to grow flowers. I especially love annual summer flowers because every year you get the opportunity to paint a whole new garden with new colors and shapes. Every little flower makes a difference to biodiversity, even if it's just a pot of marigolds that gets to stand on the steps and invite bumblebees and bees, it's worth it!

If I could only grow one flower for the rest of my life, I would choose the rose. It is very easy to grow and produces an enormous number of beautiful flowers during the summer, perhaps the most productive of them all!

With her roots in the fashion industry, Malin has inspired her followers with lovely pictures from her home and garden in Skåne since she moved home from Italy.

But perhaps you recognize her most from the TV show "Trädgårdstider" where she inspires season after season with recycling, cultivation and ingenious construction projects.

It is at home in her own garden in Limhamn where Malin grows the most and her decorative kitchen garden is just like a lush, elegant, colorful vegetable casserole. A so-called "Potager" with mixed elements of flowers and lush vegetables.

"Dahlias are my darling, but this year there will be a big focus on edibles. I'm longing for sun-ripened tomatoes, pumpkin, melon, cucumber and lots of cabbage."

Emma is a trained gardener and makes sure that all of Florea's customers feel safe and well taken care of. She helps when someone encounters problems in their cultivation or has questions about the garden and plants. At the same time, she is deeply involved in our trial cultivations and the work of developing new varieties. With her knowledge, her calmness and her fingertip feeling for plants, she is an invaluable part of our work to create a better cultivation experience for everyone.