Our Story

Flower Artistry in Three Generations

Hanataba was founded by Swedish floristry expert Jenny Strandh and her husband, Christian Jonasson, combining three generations of florists. Since 1969, the family has crafted exquisite floral designs and served customers in various florist shops in Malmö, Sweden. Jenny’s father Ingvar Strandh also started a florist school, training and educating thousands of aspiring florists, in co-operation with Nonotani florist school in Osaka.

Today, the Hanataba brand shares this legacy with the world, offering innovative tools that bring professional-quality arrangements into homes everywhere.

Hanataba – A Swedish Design Innovation

The Bouquet Twister, invented by Christian and launched at Stockholm's Formex fair in 2020, and innovative Flower Frog Rings exemplifies their mission: making stunning floral arrangements accessible to all. The name "Hanataba," meaning “bouquet” in Japanese, reflects their dedication to blending traditional artistry with contemporary Scandinavian design.