Zetas celebrates 50 years – A growing legacy
For five decades, Zetas has been a sanctuary for those who love all things that grow. A haven for those who cherish life, care, and beauty. But our story stretches back even further. It began in the 1960s, when Gösta Zetterqvist sold summer flowers from the gate outside his cottage. Today, Zetas is one of Sweden’s most beloved gardens, and the name still carries traces of Gösta’s legacy.
In 2025, we celebrate the official founding of the family business – the true beginning of a new chapter that took shape in 1975. That year, Folke Mattsson and his wife Gunborg took over Zetas, marking the start of a groundbreaking era. Folke was a pioneer in garden design, introducing a holistic approach to garden spaces that was rare in Sweden at the time. Inspired by Japanese gardens and the iconic Sissinghurst Garden in England, he created the Zetas show garden – a place where aesthetics and cultivation came together in a way that changed how many viewed their gardens.
He expanded the plant selection with carefully curated, unique varieties, including Japanese maples, peonies, irises, and clematis – plants that still hold a central place in our offering today. Folke also had a deep commitment to knowledge-sharing. Under his leadership, Zetas welcomed numerous interns, driven by his belief that wisdom should be passed on to the next generation. Zetas also grew physically – from 2,000 to 20,000 square meters. The area we now call Barrbacken was added, along with land along Gamla Södertäljevägen and the plot where our café stands today.
In 1995, Victoria Skoglund and her then-husband Rikard took over the business. With Victoria’s strong vision and aesthetic sense, a new chapter began – one that honored Folke’s values while giving them a fresh expression. The café was built in 2000, and the shop was remodeled in 2009 into the form we know today. Over the years, Victoria has brought the world of gardening to life through her passion and tireless dedication – as a creator, author, TV personality, and entrepreneur.
Since 2018, we’ve also been available online, and since 2020, Victoria has run the business together with her son, Pontus Skoglund. As designer and creative lead, he carries the legacy forward and continues to evolve Zetas – with the aim of further strengthening our position as the leading premium brand in gardening.
Now, as we celebrate fifty years, we look back with gratitude, and forward ith the same devotion as always. Our anniversary tribute takes shape in a carefully chosen detail: a specially designed vase that carries our legacy in every line. And this is just the beginning. Soon, Zetas’ philosophy will take on yet another form – made to be worn close.
We also want to extend our heartfelt thanks to you, our loyal visitors and customers. Those of you who return year after year, sharing our love of gardening and inspiring us with your curiosity, knowledge, and stories. Zetas would not be what it is today without you. You are part of our soil, our history, and our future. Now, we look ahead.
THE BRAND
We’re becoming Zetas Garden
Zetas becomes Zetas Garden – a new name that reflects our philosophy and marks the beginning of a new chapter. Guided by nature and grounded in our heritage, we now take the next step toward the future. Our new logo symbolizes the cyclical rhythm of nature and our focus on what is living, sustainable, and beautiful. Welcome to discover our products and the vision behind the change.