Meet Pianna, founder of Hyggen
Hyggen is a major part of my life that I share with my husband and two children in Aberdeen, Scotland. However, running my own company wasn’t something I thought I’d ever do and it almost came about by accident. Here’s my story.
I’m originally from Denmark and in 2004 moved to London with my corporate job. It was only supposed to be for a short period but then I met David and ended up staying in the UK.
Hyggen was started in 2012. After months of searching, I couldn't find nice organic muslin squares for our new daughter and I contacted The Organic Company back in Denmark because I loved their products. I realised that we weren’t the only people in the UK who would appreciate what they had to offer and after a few conversations, I became the UK distributor.
In 2015 we moved to Aberdeen and I stepped up my Hyggen involvement to full-time. This meant I was able to take on more beautiful independent brands and bring them to the UK market. My heritage is Scandinavian and I love the Scandi design ethos. It was only natural that I would choose brands from this region to bring to the UK.
For me, quality, sustainability and good design are key elements in the products I choose to use. They are also important in the partners I choose to work with. Personally speaking, my family has been on a sustainability ‘journey’ over the last few years and it is now a huge priority and reflected in our lifestyle.
We are careful about the products we choose, what we throw away and how much energy we use. We like to spend time outside and enjoy family runs, cycle trips and walks in the natural environment close to where we live.
With Hyggen, I like to work with smaller independent brands where there is a personal touch and we can work together to make an impact in the market.
The same goes for my customers. I love the personal connections that are created and no shop is too small for me to work with. It's all about making opportunities for more people to appreciate and enjoy my Hyggen brands.