In the Grandpa Family series, we highlight creative and inspiring people in our community. This time, we visit Gothenburg and Hotel Flora – a family-owned boutique hotel full of charm and history, located right at Grönsakstorget in the heart of the city.

Hotel Flora opened its doors in 1993, in the midst of Sweden’s financial and real estate crisis of the early ’90s. The hotel occupies the pink building that once housed a fish market in the 1800s – the old aquariums still rest beneath the entrance floor. In 1965, the student association Smålands Nation moved in, and over the years, countless students and artists, including Hoola Bandoola Band and Robert Broberg, have left their mark on the place. Some guests have been so loyal they return year after year – some even to celebrate their wedding anniversaries at Flora.

When it all began, Flora was a simple budget hotel with 16 rooms and shared bathrooms. Today, it’s a vibrant boutique hotel offering warm, personal service – a meeting place where history and Gothenburg’s urban energy come together. In this feature, we meet Carina, the hotel’s founder, owner, and CEO, and Lina, the hotel manager, who share their stories and visions for Flora.

Tell us about the story behind Hotel Flora – how did it all begin?

I (Carina) started the hotel in an almost empty property at Grönsakstorget in 1993. We built 16 guest rooms, each with a washbasin. The showers and toilets were in the hallway, shared among guests.

As I grew into my role and opportunities arose, I gradually developed the business step by step. Today, we have 71 hotel rooms, Flora Workspace, and Södra Larm Bar & Bistro. It’s been an incredible journey building and evolving the hotel and restaurant together with my colleagues and family over these 32 years.

Lina, you haven’t been here all 32 years, but you’ve been part of the journey for 12. How have you and the hotel evolved during that time?

It’s been a fantastic journey of growth and development, both personally and professionally. I started out working at breakfast, but quite soon I had the chance to take on new parts of the business. I worked at the reception, was part of launching Flora Workspace at the turn of 2016/2017, and later took on the role of operations manager.

During this time, I’ve also had two children, and when I returned from my second parental leave – right as we opened Södra Larm Bar & Bistro – I was honored to be asked in 2022 to become hotel manager. I said yes – and here we are today, continuing to develop the hotel while I keep learning every day.

What does it mean to you to be an independent, family-owned hotel in a city where many hotels belong to large chains?

It means the world to us. Hardly any independent hotels open anymore, and we’re now part of a small and almost rare group of hotels that stand for something different. It gives us the freedom to shape our own identity and to create a more personal and genuine experience for our guests.

How would you describe the feeling or atmosphere you want guests to experience when they walk into Hotel Flora?

Like a big, warm hug – and that instant feeling of “this is where I want to be.”

Södra Larm Bar & Bistro is an important part of the hotel – what was your vision for the food, drinks, and atmosphere there?

The menu features Swedish and French classics. We take pride in our Swedish culinary heritage and serve beloved dishes made from scratch. We aim to be both a neighborhood spot for locals and a restaurant experience for international guests who want to discover Swedish cuisine.

Do you have a special memory of a guest or encounter that has stayed with you over the years?

We’ve met so many amazing guests through the years that it’s hard to choose just one. For us, it’s really all those encounters that have shaped Flora into what it is today. Flora is a living hub – a place where people meet, connect, and sometimes even fall in love.

Many of our guests come from creative fields, which brings a certain energy and dynamic to the house that we’re very proud of.

Just like when Smålands Nation was here, people continue to gather and create memorable moments within these walls.

What are your dreams for Hotel Flora in the coming years – any plans for development, changes, or new concepts?

There’s a lot of exciting development happening around Grönsakstorget right now. We’re working closely with the city on how we can help shape the square into a lively meeting place. This opens up new opportunities for us to further enhance our restaurant and outdoor terrace. At the same time, it’s important for us to always protect the personal touch that makes Flora unique – no matter how things change around us.

Finally, what’s your best tip for someone who wants to experience Gothenburg like a local?

We’re right in one of the city’s best areas for small-scale shopping and cozy cafés. Take a stroll to Stora Saluhallen, and make a long stop at the wonderful Bar Bulot.

Have a coffee at Da Matteo and visit Rum för Papper in Viktoriapassagen. Then walk up Södra Larmgatan toward Magasinsgatan – along the way, you’ll find Schultneck, a second-hand shop that also sells flowers and ceramics. At the corner of Södra Larmgatan and Magasinsgatan lies Cow Parfymeri, and further up the street you’ll find Grandpa, Artilleriet, and more. The beauty of Gothenburg is that everything is so close – so put on comfortable shoes and explore the city on foot.