Magazine najaar 2013

H I M L A M A G A Z I N E – A U T U M N 2 0 1 3 1

himla# 1 – AUTUMN 2013

YOUR DREAMSstep by step to the bed of

the worldto spread across

linen was made for

capricious trends

the worldto spread across

YOUR DREAMSstep by step to the bed of

linen was made for

capricious trends

I want our interior design philosophyI want our interior design philosophy

2 H I M L A M A G A Z I N E – A U T U M N 2 0 1 3

3himla – editor: have you thought about...

4himla – the story.

10fact – facts about himla.

11annica’s favourites.

12interior designer Per Wennberg: Linen was made for capricios trends.

15eclectic autumn.

16how to be proud of your bedroom.

18step by step to the bed of your dreams.

Himla ABPostal address Söderforsgatan 18, 752 28 Uppsala, Sweden Customer service +46 18 56 62 00, [email protected] site www.himla.seChief editor and publisher Annica HögströmText Helena BajloInterior designer Per WennbergProps Vålamagasinet, Uppsala, SwedenPhoto Ann Lindberg, Juliana Fälldin, Alex & Martin Print Sörmland Grafiska AB, Katrineholm, Sweden

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Annica HögströmManaging and Creative Director, Himla

have you thought about materials

atmosphere of a room?can change the

himla – editor

Whether your style is Scandinavian simple

or ethic like an African savannah, you’ll

make it work with Himla.

We have more than 3000 different textiles; mostly linen, but also other natural materials like cotton, wool, and silk – allowing you to work with layers in ranging colours. Flax is a living, natural product, gi-ving the colours of our linen its unique expression. That’s why Himla’s range of colours is one of a kind. This autumn’s collection is no excep-tion. I’m proud that we have brought our concept all the way, and the colours are amazing. Our products are tightly connected, opening up for appealing table settings, fresh-looking bathrooms, and exceptio-nal curtain arrangements. We want to inspire you by publishing a magazine; in this issue we will focus on bed making. Meet our stylist, Per Wennberg, now running his own business, after 13 years with us as well as with the magazine Skö-na Hem. With Per’s professional advice about bed making, you can always leave your bedroom door wide open.

When I set it all off, in our garage on the countryside of Jumkil, I never thought Himla would one day be available all over Europe – but that’s what happened. Today, we also have our own concept stores and new offices in a rebuild barn outside of Uppsala, the fourth biggest city of Sweden. We have found a decoration concept that works, and we hope it will work for you, too!


”we are not a style; we are all styles”

> >

Annica Högström.


For more product information, read page 19.


himla – the story

across the worldto spread

Seventeen years ago, Annica Högström

acquired HIMLA – a one-man business sel-

ling textiles and handicraft products with

animal motifs for Swedish nurseries. Today,

Himla’s collection contains more than 3000

different textiles, and the company has its

own concept stores. The animals are gone

for good, and the major part of the products

are of a single colour. In seven years, the

company’s annual turnover has increased

from two million to fifty million SEK.

But it all started more than twenty years ago in Manhattan, New York, when en-trepreneur Marie-Louise Almgren was inspired by a store with country look. She returned home and started out in business with her friend Helena Ingvarsson. They got the name from their joint initials: Himla. – I’m sincerely grateful for that name, it’s beautiful and awakens numerous asso-ciations, Annica, now managing director and designer, says.

From transports to textilesOnce entrepreneur Marie-Louise had founded Himla, she wanted to move on. Annica had just sold her firm of haulage,

so Marie-Louise asked her if she wanted to take over. – I got curious. Thanks to Marie-Lou-ise’s enthusiasm and persuasiveness I said yes, thinking it would be fun to run a one-man business, Annica says.

A feeling for fine linenAnnica turned out to have a sensitive feel-ing for the possibilities of flax and linen. The range of colours grew in numbers and nuances. The collections were matched in a unique way, and Himla turned its eyes towards the export market. Marie-Louise has carefully watched over developments. – I couldn’t have done what Annica’s done. The concept is great, she’s good at keeping it up-to-date, and she’s found her own niche. Maybe I should be jealous, but when I see Himla in a store I feel happy and proud, Marie-Louise says.

Harmonizing collection upon collectionFor Annica, a whole new world opened up. She threw herself into interior design trends, fairs and styles. – I worked myself to the bone, trying to have everything under control. But

i want our interior design philosophy

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Marie-Louise kept me in check. She said I didn’t need to know absolutely everything, Annica says, smiling at the memory. The timing was perfect – when Himla was founded, the interior decorating trade had just rediscovered linen. Trendy inte-rior design stores picked up the fact that Himla offered an affordable collection of linen, often of a better than expected quality. They understood the point of varying textures, colours and hues. – Our retailers surprised me. They truly wanted to help their costumers expressing their own interior design styles. We wanted the same thing, so to me it was like coming home.

Loyalty brings quality Annica sought to offer the retailers every-thing they could ask for. The co-workers at home played an important part in the process, as did the choice of manufacturer. – We found our supplier in Lithuania seventeen years ago, which has proven profitable for both parts. We’ve helped them develop their operations, and they’ve been unfailingly loyal to us. Today they’re a guarantee for Himla’s continuous, high quality. – I was happily surprised the other day when a young, cool, tattooed guy came into Himla’s concept store to buy bedding.


himla – the story


I pegged him for an “Asfalt” from the Urban Living collection kind of guy, but he chose the deliciously raspberry pink “Sorbet” from the same collection, Annica says. Annica lives in symbiosis with her own range of colours, and very few people can materialize as many grey, white, green and pink hues. Consequently, the ideal costu mer comes in many different shapes. – Our range selection is wide enough to include every style there is. Conscious and attentive costumers consider Himla a natural foundation, because they can always find what they need to create a certain kind of style.

Aiming to inspire costumers to change the atmosphere of a room, Himla illustrates this by examples in their own concept stores as well as in the department stores’ shop-in-shops. – We visualize the possibilities by constantly showing different ways to lay a table, make a bed or equip a bathroom.Costumers uncertain of their own styles are inspired by Himla’s showing and tell-ing how textiles can transform a room. – New costumers are nicely surprised when they find all the smart, ready-made solutions concerning tablecloths, curtains and pillows, Annica says.


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himla – the story

>> Many customers are delighted that Himla offers many ready-made solutions concerning bed, bath and curtains at Himla Concept Stores.


First came the textiles. Then came the trademarkHimla is hardly a perfect example of how to successfully establish a company in a competitive market. – Our products had found their way into stores and homes before our trade-mark was established or had a soul. As the company grew, I realized that it deserved a more professional attention, so I brought in the right kind of competence. Today, Himla’s concept is clear to most people.

Following one’s own trendsToday, Annica spends most of her time developing the range selection. She praises her team and co-operation partners, but creates the collections her own way. – The colours are already inside me, and I find inspiration while working with our buyers and our pictures. Somehow I can always predict our costumers’ desires. And they are the ones I work for.Annica has a genuine feeling for new collections and how they will fit into the range collection as a whole. How the new textiles will contrast, accompany or inter-pose with what’s already there.

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factshimla – the story

Himla AB was founded in 1990 and bought by its current owner in 1996. Himla has a turnover of about SEK 80 million, 45% of which from the export market. Himla has 30 employees. The board consists of Ulf Lindstrand (Chairman), Annica Högström (Mana-ging Director) and Henrik Söderberg (Financial Manager). Himla’s head offices and warehouse are located in Uppsala, Sweden. Himla’s range selection consists of about 3000 articles; different textiles for different purposes. About 80% of the production takes place in Europe, the rest in India and South Africa. About 50% of the production is based on linen, the rest on cotton, wool and silk. Annica Högström has been awarded Entrepreneur of the Year 2008, Female Entrepreneur of the Year 2000, and Entrepreneur of the Year 2013, in Uppsala county. Himla’s website address is www.himla.se, and Himla is also on Facebook. Himla contributes to charity, most recently to the construction of a new Ronald McDonald House in Uppsala.

– Sometimes the collection follows cur-rent trends, but not always. We might just as well introduce a wildly differing collection. Maybe that’s the secret behind Himla’s success. Perseverance. Wilfulness. Clarity. But most of all a sense of beauty in prod-ucts, styling and store design.

Most important: Inspiring clientsAnnica was elected Entrepreneur of the Year 2013 in Uppsala. The jury stated that hers was “An entrepreneurship con-stantly adapting to a changing market, and constantly searching for new market possibilities.” – Making the company grew has never been an end in itself to me. The main purpose is making sure the collection is a perfect fit. If I’m happy, so are more often than not the costumers. They purchase our products, and we can make invest-ment to reach even more people. Annica is obviously pleased the prod-ucts are selling well in Scandinavia, and that the ventures in exporting countries, in Europe and the rest of the world, are still going strong. – I’m not ashamed to admit I want our interior design concept to reach homes all over the world!

H I M L A M A G A Z I N E – A U T U M N 2 0 1 3 1 1

colours of autumn are antik, lyrik, nostalgi and retro

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”colour co-ordination and feel is important to me”

annica’s favourites

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1. Mira kitchen towel agave, EUR 43,10. 2. Mira napkin agave, EUR 43,10. 3. Urban duvet cover nostalgi, from EUR 144,85. Urban pillow case nostalgi, from EUR 39,50. 4. Mira cushion agave, EUR 45,25. 5. Lawrence throw oktan, EUR 202,35. 6. Vendela scented bag oktan, a pack of three, EUR 11,85. 7. Cornelia bed spread petroleum, from EUR 224,85.


per wennberg – interior designer

This autumn, eclectic is all the rage: mix and

match, wildly and daringly. Per Wennberg’s

got the guts and the know-how. Working as a

stylist at Himla’s spectacular photo shoots in

ice, sand and snow, he’s hung Iceland, Gotland

and Jukkasjärvi with drapery.

We meet at the distinguished department store PUB a sunny afternoon; Per taking a break from his decorating assignment at ROOM. A huge, white papier-mâché rhino head catches the eye, hovering on the wall above the desert coloured sofa. – Think “interesting” when decorating your rooms this autumn, making your-self as well as others long to return. Mix different woods, patterns, colours and materials. Pair jumble sale bargains with exclusive designs, work with still lifes, gar-ish colours and odd objects, Per says. In other words: it’s time to say goodbye to, or at least take a break from, “white and light” – and let a sense of humour into your home.

Use your aesthetical eyeThis may sound simple, but how does it work? There’s a fine line between ugly in a

linen was madehandsome way and just plain ugly. – You need an eye for what works to-gether. Per gives a hint about some basic rules. – Choose a couple of colours, a few ma-terials and some different patterns. Then decide on your style – may it be recycling, industrial, luxury or bohemian – and try keeping your combinations within your preferred style. The trick is to discover and make use of the fact that every style has a wide range, all within itself.

Add a little eye teaserPer has a soft spot for the odd, the three-dimensional and the effect of stark contrasts. – Add a stuffed bird, or some kind of bust. Imagine a suit of armour painted black – that’s comedy, and that will spark conversations.

Trickery for the eyePer enjoys working with three-dimension-al effects, like the papier-mâché trophy in the same colour as the wall. – Having a giraffe’s head protrude from an orange wall could create the effect that it’s there, though you might not notice it


Himla wants to inspire, and has many colour nuances at the concept stores.

linen was madefor capricious trends



at first. That’s fun! Another typical “Style by Per” example is using gaudy colours as a backdrop for antiques. – A hot pink wall, a heavy mahogany table and a sturdy pair of Empire style candlesticks is a nice arrangement, Per says.

Linen is foreverAll furnishings need a solid foundation, able to handle some tough love. Himla’s

products are a matter of course when Per is working. – The wide range of prices, colours, tex-tures and qualities is unbeatable. Himla’s philosophy, “We’re not one style, we’re all styles”, is spot on – I can do anything I want, as their range selection contains everything I need. Some grades of linen never go out of style, which is all the more significant if you care about the environment, Per says.


per wennberg – interior designer


eclectic autumn

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eclectic – mixing styles is this autumn’s big trend, mix and match as you go along

1. Maya cushion oktan, EUR 39,50. 2. Dalsland curtain with heading tape lyrik, EUR 101,10. 3. Vendela scented bag oktan, pack of three, EUR 11,85. 4. Särö rug nostalgi, from EUR 68,25. 5. Josef throw nostalgi, EUR 168,60. 6. Sunshine Fringe cushion nostalgi, EUR 45,25. 7. Sunshine Fringe cushion lyrik, EUR 45,25. 8. Sunshine Fringe cushion retro, EUR 45,25. 9. Pulse scented candle menthol, EUR 15,50. 10. Livia cushion antik, EUR 51,25.


“This autumn is all about a sense of humour and wilfulness. Bring out your dreams and create a bedroom you’ ll enjoy during the days, and that will bring you a good night’s sleep.”




how to

your bedroombe proud of

urban nostalgistonewashed satin

sunshine lyrikstonewashed pure linen

eklundshof petroleumyarn dyed patterned percale

beautiful bed

The eclectic style is very rewarding for

those wanting an imaginative bedroom.

– You can make your bed in a unique way by matching your old duvet covers with new ones. Add layers of sheets, mix squares with stripes, plain colours with embroideries. Play with cushions of different sizes, with different textured pillowcases, and put a nice throw at the end of the bed. Per always works with dimmable lighting and scented candles, and he has a preference for large bedroom carpets. – The carpet should extend at least 50 centimetres from the bed. It looks nice, and you’ll appreciate the warm, soft feeling under your feet in the mornings.

Time to spend on storage?Good storage spaces and bedside lamps are important parts of your bedroom comfort. The latter should be placed above the middle of the headboard, and be ad- justable for easy directing of the light. – Bedroom storage is often quite dull. Everyone deserves fitted shelves and supp-lementary spaces for jumble sale bargains, designer ornaments, and all those treasured bits and pieces. Bring it all to a close by playing with details. – Pictures are fun, especially in different sizes, perhaps with spray-painted frames. Arrange them in small clusters to create nice eye-catchers.



your dreamsstep by step to the bed ofCreate the bed of your dreams. Per Wennberg guides you in a world of bed linen.

1. bedskirt/bed frame Begin with a nice foundation – think of it as an empty scene or a blank canvas.

2. duvet covers Beautiful duvet covers are easy to find these days. Buy some new ones, bring out your old ones, mix and match. Put three different ones on top of each other, letting them overlap slightly.

3. big pillows Place big pillows, 60x60 cm, against the headboard so you’ll have something to lean back against when served cof-fee in bed, if you’re that lucky.

4. different sized pillows Put two layers of 50x60 cm pillows against the bigger ones, and add a couple of 50x50 cm ones. Pillows make you happy. I have at least six of them in my bed. Make the most of the advantages of linen – put silky against coarse, rugged against airy, and let your colours pop!

5. a smooth bedspread Place a neatly folded bedspread by the footboard, straight across the bed.

6. a wrinkled throw A wrinkled throw is a beautiful contrast to a sleek and smooth bedspread.



your dreamsstep by step to the bed of

product information

retailers

>> Scan for more bedding inspiration.

Page 4

Via Lino headboard incl. cover kohl, from EUR 775. Via Lino bed skirt kohl, from

EUR 225. Urban duvet cover passad, opal, from EUR 144,85. Urban pillow case

passad, opal, from EUR 39,50. Cornelia bed spread asfalt, passad, EUR 224,85.

Lawrence throw asfalt, EUR 202,35. Clothes: Private.

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Mira tablecloth menthol. EUR 145. Mira runner tabasco, EUR 28,60. Mira napkin

karmin, EUR 43. Sarek votive holder clear, from EUR 8,25. Sidoni cushion karmin,

EUR 101. Props: VålaMagasinet, Uppsala and ceramics, private.

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Bambusa towel pion, EUR 19. Bambusa bath towel mosaic, EUR 43,10. Boris bath

mat pion, storm, EUR 34,75. Props: VålaMagasinet, Uppsala.

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Sunshine tablecloth lyrik, from EUR 101. Sunshine runner retro, EUR 28,60.

Sunshine napkin nostalgi, antik, retro, EUR 45,25. Props: VålaMagasinet, Uppsala

and ceramics, private.

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Livia cushion antik, EUR 51,25. Sunshine Fringe cushion antik, nostalgi, retro, EUR

45,25. Josef throw nostalgi, EUR 168,60. Särö rug retro, from EUR 68,25. Props:

VålaMagasinet, Uppsala.

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Via Lino headboard incl. cover kohl, from EUR 775. Via Lino bed skirt kohl, from

EUR 122. Urban duvet cover nostalgi, opal, from EUR 144,85. Urban pillow case

nostalgi, opal, from EUR 39,50. Urban cushion petroleum, EUR 57,35. Cornelia bed

spread petroleum, from EUR 224,85. Delia bed spread dark pink, från EUR 337,50.

Props: VålaMagasinet, Uppsala.

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Via Lino headboard incl. cover offwhite, from EUR 775. Via Lino bed skirt offwhite,

from EUR 225. Drottningholm duvet cover antracit, white, from EUR 101. Drott-

ningholm pillow case antracit, white, from EUR 28,60. Delia bed spread antracit,

from EUR 337,50. Sandhamn bed spread antracit, from EUR 224,85.

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Via Lino headboard incl. cover mother of pearl, from EUR 775. Via Lino bed

skirt mother of pearl, from EUR 225. Eklundshof duvet cover antracit, from EUR

134,85. Eklundshof pillow case antracit, from EUR 34,75. Drottningholm duvet

cover aluminium, from EUR 101. Drottningholm pillow case aluminium, from EUR

28,60. Urban pillowcase white, from EUR 39,50. Sunshine Fringe cushion natural,

EUR 45,25. Estelle bed spread zink (deleted). Lawrence throw antique silver, EUR

202,35. Props: VålaMagasinet, Uppsala.

Recomended prices in store. These conditions are subject to price alterations.


Branded stores NK (SE), ROOM (SE), Illums Bolighus (SE), Länna Möbler (SE),

Grandma’s (SE), Bolina (NO)

Department stores Åhléns (SE), Sova (SE), Stockmann (FI), Home & Cottage (NO),

Fennobed (D), Globus (CH)

Himla concept stores Himla Concept Store – Sickla Köpkvarter (SE), Himla Con-

cept Store – Täby Centrum (SE), Himla Inspirationsoutlet – Uppsala (SE)

E-commerce Ellos, Sleepo, Frapp

Other retailers, visit www.himla.se


Warm savanna sun in your bedroom.

www.himla.se

Magazine najaar 2013

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