Welcome,

Om Växthemmet

Växthemmet started in the autumn of 2019 from a small apartment in Södermalm, Stockholm. Maja Lindströmömöm had spent three years buying for a mid-sized interior chain and kept noticing the same problem: the pieces she personally loved. The slightly heavier terracotta pot, the linen throw in the right shade of grey-green. Never made it past the buying committee because the margins were too thin or the minimum order quantities too high. So she started ordering them herself, photographing them on her kitchen table, and selling them through a simple webshop. The first month she sold eleven items. The second month, thirty-four.

By 2021 the apartment was no longer workable. Stock moved to a small warehouse in Årsta, south Stockholm, and the range expanded to include outdoor furniture and a proper lighting section. The turning point was a collaboration with a ceramics workshop in Höganäs. A small run of hand-thrown stoneware planters that sold out in four days. That taught Maja that customers were willing to wait for something specific, and that the store did not need to stock everything, only the right things. The range has stayed deliberately narrow since then: around 120 active SKUs at any one time, rotated with the seasons.

Today Växthemmet ships to all Swedish postcodes from the Årsta warehouse. Maja still approves every new product before it goes live, and still answers customer emails herself most mornings. The store closes for two weeks in July and reopens in August with the autumn collection already in place. If you want to know what is coming next, the newsletter goes out on the first Friday of each month.

The pieces I personally loved never made it past the buying committee.