Malmö-based Formbo has launched, and two weeks after opening for orders the founders report a good reception from customers and partners, with the first orders now rolling out.
The company was founded by Oscar Troedson and Anton Troedson on a simple idea: the small house deserves more. Formbo aims to make it easier for ordinary people to build a small house that fits their garden and surroundings, with the goal of becoming Sweden’s best at small houses and garden buildings.
“It’s a simple idea that is quite hard to execute: offer Sweden’s best range of sheds, sauna cabins, friggebodar and attefallshus. Also let customers customize their buildings according to their own wishes and conditions. Then set up a production that can build what customers actually want,”
said Oscar Troedson, co-founder of Formbo
The brothers are well known in the Nordic e-commerce industry. In 2017, they took over Polhus, a business that at the time had a turnover of around 37 million kronor and mainly focused on resellers. They digitalized the company, built their own IT systems, and expanded from the Nordics into Germany, Austria, the Netherlands, Belgium, Switzerland, the UK, and France, with logistics centered on a warehouse in Estonia. The company grew rapidly, from 81 million kronor in 2019 to 143 million in 2020, and just under 200 million kronor (approximately €19 million) in 2021, selling flat-packed small and medium-sized wooden buildings. The brothers sold Polhus to Gartenhaus and the private equity firm 3i in December 2020, and are no longer owners, making Formbo their new venture in the same industry.
The company has also welcomed David Axelsson to the team. With long experience from amongst other Kilometer Studio, his expertise in brand building, marketing, and content creation will help continue shaping Formbo.
“Two of the smartest people I know asked me to give my two cents on their next cutting edge, billion dollar idea. In a heartbeat I humbly accepted,”
said David Axelsson about why he joined
