About

Swedish products of Swedish quality for Swedes and other in London & UK – That is TotallySwedish!
The TotallySwedish Concept is founded in Passion and Pride. Pride in the incredible reputation for quality that our small Nation has established in the past 100 years and passion for the culturally diverse city in which we are situated.

While we seek to offer a flavour of the motherland to the many Swedes who now call London home, we strive also to be a natural ‘inslag’ in London spreading the word about Swedish food, children’s products and handicrafts to London’s various communities in the way that others have so successfully made Sweden number one for design. Seeing the anticipation and excitement of some of our Arab neighbours for our Kivik herring deliveries demonstrates better than anything the success we are having.

TotallySwedish Background
Annethe Nathan and Teresia Bergsand were the founders of TotallySwedish. Teresia who lives in Gothenburg is no longer a partner in the business but is always there to help out when needed in PR and Marketing. Although both Swedish, they met for the first time in 1996 while working at the Cavendish Hotel in St James’s in London. They have always shared a great passion for the cosmopolitan city that is London, as well as a real pride for our Swedish origins. Since 2005 they hope they have achieved their aim to provide an efficient and friendly service to the ever-increasing Swedish community in London, while also helping to promote Sweden’s wonderful cultural and particularly culinary heritage to our fellow Londoners. With the expansion of the online shop to cover the whole of the UK they look forward to spreading the Swedish word that much further.

Initially Annethe’s intention was to build an online shop only, but as the opportunity to acquire the Swedish Affär turned up she decided to combine the online facility with a presence in central London. As a result you can find us also on 32 Crawford Street in London (nearest tubes, Marble Arch, Baker St and Edgware Rd).