The Courage to Grow

Every year, Vellingeblomman — which at first glance looks like any ordinary garden centre — attracts around one million visitors. Behind its doors lies an imaginative world, shaped by the creative mind of its founder, Dan Tedestål. We were given a glimpse behind the scenes.

Dan Tedestål, the innovative founder of Vellingeblomman, can’t help but smile as curious visitors wander through the nursery’s labyrinth‑like walkways ahead of one of the year’s major holidays — Christmas, Halloween, or Easter. But believe it or not, these are not the moments when his heart beats fastest.

“What really sends my creative pulse soaring is the time before the high seasons begin. That’s when the magic happens. That tingling feeling of creating something entirely new from the ground up — I simply can’t get enough of it,” he says with a mischievous smile, dressed in work overalls and ready to roll up his sleeves for the day ahead.

Located on the outskirts of Vellinge, Vellingeblomman is a place that defies easy definition — something Dan himself readily admits. Is it a garden centre on steroids? Or perhaps Vellinge’s own answer to Disneyland?

“We’re a bit of everything, really. Yes, we are a garden centre — but that’s only a small part of what we offer. Call us whatever you like. What matters most is that our visitors leave with a big smile and stories they’re eager to share with others.”

But what is the origin of Vellingeblomman — this visitor magnet that attracts around one million people every year, spans 24,000 square metres, and includes everything from a garden centre to seasonal exhibitions, pet and interior design departments, a café, a bistro, a whimsical experience garden for all ages, and parking for 700 cars? It all began in Dan’s mind.

“I wouldn’t be surprised if I have some kind of alphabet diagnosis. When I was growing up, those diagnoses weren’t widely known — but if they had been, I’m sure I would have fallen under one of them,” Dan says thoughtfully.

The story of Vellingeblomman began on land where family roots were deeply embedded in the soil.
Here, surrounded by three residential buildings once home to his parents and grandparents, Dan took his first steps toward creating what would become his life’s work. At the time, tomato farming was the family business — something they had been engaged in for generations. But Dan had other plans.

“By the late 1970s, when tomato prices were low, I realised we had to do something different,” he explains.

That was when he made a life‑changing decision. With just 5,000 kronor in the bank, Dan invested almost everything in a Volvo Duett for 4,500 kronor. The remaining 500 kronor went towards buying flowers to launch a small market stall.

“It started as a small operation, but it grew quickly. And around 1981 came the turning point — that’s when I decided to convert part of the greenhouse into a shop. That was the starting signal for what Vellingeblomman is today.”

In 1992, something happened that would change the direction of the business. Dan, who always had an eye for unique opportunities and was never afraid to try new ideas, was given the chance to purchase a batch of surplus artificial Christmas trees at cost price. He saw an opportunity and seized it. With them, he created a small Christmas display — like stepping straight into a winter fantasy — and it quickly became the talk of the town.

The result? A front‑page story in Trelleborgs Allehanda and a new chapter for Vellingeblomman, which was no longer just a garden centre, but a place that offered experiences.

Despite having passed the age of 67, Dan is far from slowing down.
Every morning, when the clock strikes half past six, he is already fully at work. During the most intense periods, his workdays can stretch to twelve hours, seven days a week. Holidays are not something he places great value on; he is content with a week or two around Christmas.

“I have no plans to slow down or stop working. I wouldn’t have a clue what to do with all that free time. They’ll probably have to carry me out of here one day,” he says with a laugh.

Supported by a team of around forty employees — including his wife, who handles the finances — Dan continues to build on Vellingeblomman’s success.

“I’m always looking for people who truly care about what they do,” Dan explains. “This is anything but a monotonous job, and it’s not for someone who wants their days to follow a routine.”

His philosophy is clear: joy at work is the key.
And it seems to work. Many of his employees not only stay for long periods of time, but also return after trying other jobs.

As Dan shows us around what will soon become the new creation of spring — an enchanting garden walk inspired by the fairy‑tale world of John Bauer — he reflects on his own journey.

“If you’re passionate about something and truly want to do it, then you should go for it. The worst that can happen is that it all falls apart. And you know what? That’s really not the end of the world.”