Elevator stories
Mathilda
Wibom Westerberg
Mathilda Wibom Westerberg ran Juniper alone for years before it became anything like the team it is today, working out of what's now the company's own store at Grev Turegatan 50 in Stockholm. Growth forced most of the big decisions since, and she talks about the ones that stuck.
On what actually keeps customers loyal
"We often compare Juniper to a boutique hotel," she says. "The magic is in how you're treated. Our approach is give, give, give, and then ask."
Early on she realised a newsletter that just says "buy our white bedding" doesn't work, so Juniper's emails lean on inspiration, storytelling and useful tips instead, sometimes barely mentioning the products at all. Those are, she says, the ones that sell best.
"We don't use generic templates," she says. "Every response is personal. If a customer lives near our store on Grev Turegatan, one of our team might even hand-deliver their order."
On going from solo founder to a team
"Just being able to take a coffee break and know things are running smoothly without me," she says. "It might sound small, but that was a huge moment for me."
The team now includes specialists in Meta Ads, CRM, social media and B2B, people she describes as her second family. She credits the culture as much as anyone's skill: how the team challenges, supports and pushes each other, while staying genuinely open to learning something new.
On the panic, and the wins worth celebrating
"I still remember the panic when, six months in, we nearly went bankrupt because we were growing too fast," she says. "Switching factories was another one, one of the hardest processes we've been through."
She keeps a line from Stephen Covey's The 7 Habits of Highly Effective People close for exactly these moments: focus on what you can control. The wins get marked too, not quietly.
"When a major editor says yes to a press event, or we sign a new hotel collaboration, we turn up the music in the office and have a little dance party," she says. "There's always a bottle of something cold in the fridge at Grev Turegatan 50 now. We should celebrate more."
On where Juniper goes next
"I see Juniper as my second child," she says. "Just like people, brands go through phases of growth and maturity. Our core values stay the same, but we keep evolving, learning and finding new inspiration."
Asked about the next few years specifically, she talks about expanding what she calls the world of Hôtel de Juniper.
"Through products and experiences that make everyday life feel a little more harmonious and indulgent," she says.
Quick, unfiltered
Favourite Juniper product: the complete bedding set in Beach Sand, paired with decorative pillows in Mountain Clay and Shimmering Olive Green, her own dream bedding setup. Always in the fridge: something for evening sandwiches. A perfect Saturday: pancake breakfast, meeting friends, maybe a run. The next big dream purchase: a place in the Alps, because you have to dream big. Favourite series: This Is Us, best show ever, by her own account.
Beyond the Grev Turegatan store, Juniper bedding is also stocked at SOVA's flagship on Kungsgatan, where their team can offer in-person guidance if you'd rather try before you buy.