The Friendly Swede story: The Friendly Swede’s success story began in 2011, when John Lundqvist took a chance trying to set up a new business. One might say that that chance turned out fairly well. Today, The Friendly Swede team has grown and the company now has substantial sales on three continents. Despite the growth the goal of the company is still the same: To strive for perfection and nothing less. This goes for our products as well as our customer service. With an impressive growth during these three years The Friendly Swede’s story certainly is one of a kind.