Nicolai Bergmann Flowers & Design will celebrate its 20th anniversary in 2020. Born and raised in Denmark, Nicolai Bergmann chose Japan as the location to launch his brand, and we explore why he has been able to continue for 20 years. We will hear about his journey so far and his vision for the future, and find out why the brand continues to be loved by its fans.

He grew up in an environment where plants were readily available, and he was a boy who loved touching flowers.

—What was your childhood like?

My mother was a florist, my father ran a wholesale business for potted plants, and my grandfather owned an apple orchard. I grew up in an environment surrounded by nature. Flowers and plants were always there for me, and I took them for granted.

—Could you tell us what inspired you to become a flower artist?

In Denmark, when you turn 15, they offer you a work experience program to help you decide what you want to do in the future. You get to experience three different workplaces for a week each. You get to choose the three workplaces yourself, and I chose office work for the first one, changing horse hooves for the second, and working in a flower shop for the third. When I finished this work experience program, I realized again how much I love working with flowers. I enjoyed working in the flower shop, and it made me realize how much I love working with flowers, and I started to think that I wanted to work in a flower shop.


—How did you end up in Japan?

After completing my graduation training, I came to Japan for the first time on a graduation trip. I chose Japan as my graduation destination because I thought I could gain work experience there since "my father has a Danish acquaintance through his work." That was my first time in Japan. Through an acquaintance, I was introduced to a flower shop in Kawagoe where I was able to work. At first, I didn't have any particular attachment to Japan, but when I returned to Denmark and looked back, I realized how challenging and enjoyable my time in Japan had been. I couldn't forget that experience, so after almost a year, I returned to Japan and asked to work at the flower shop in Kawagoe again. Since then, I've lived in Japan, and before I knew it, more than 20 years have passed (laughs).

For those who feel embarrassed to give a bouquet of flowers, a flower box is the perfect solution.

—Why did you decide to launch your brand in Japan? Also, could you tell us about your feelings at the time of its establishment?

I was displaying the products I made at the shop where I was working at the time. A buyer from a select shop noticed those products, and that became the first step in starting my own brand. I didn't immediately gain attention after starting the brand. But I didn't panic. That's because I had unwavering confidence. I had confidence in my work and my shop, so even if customers weren't coming at the time, I believed that if I kept the shop in perfect condition every day, I would definitely be recognized. So I kept the shop perfect every day, trusted my intuition, and continued.

—How did the "flower box," which is also an icon of the brand, come about?


It all started with a request for gifts for a party hosted by a certain brand. They asked for 600 flower gifts, but they didn't have enough space to store them all, so they needed flowers that could be stacked. To be honest, stacking flowers was unthinkable at the time. We tried putting bouquets and arrangements in boxes, but they didn't look pretty, and it didn't fit the budget... Through trial and error, we came up with the idea of putting flowers directly into a box. This was the beginning of the flower box.

—Nikolai, your work has a unique style that blends Scandinavian and Japanese elements. What kinds of scenes inspire your creativity?
I'm currently building a park in Hakone, and I get inspiration when I'm surrounded by Hakone's nature, or when I visit various places in Japan for travel or work. Right now, I'm living a life of going back and forth between Japan and overseas. Race, the colors and cultures of different places—all these differences are sources of my creativity.

—What do you see as your brand's role at ISETAN MEN'S ?

Having a flower shop in a men's department store is a really innovative idea, isn't it? As soon as I was approached, I thought, "That sounds interesting!" Especially since ISETAN MEN'S has many customers who are very fashion-conscious, I'm constantly thinking about what kind of products would appeal to them, and I'm trying to incorporate chic and modern items that you won't find in other shops. Flower boxes are the perfect gift for men who feel a little embarrassed to send a bouquet (laughs).

—Could you tell us about the reasons for choosing Los Angeles as the location for your first overseas store opening in April 2019?

Los Angeles isn't as big a city as New York, but it's a vibrant entertainment hub. It's a fascinating place that attracts people from all over the world. For the past 10 years, I've visited about twice a year, constantly searching for a suitable location. While there are many flower shops in Los Angeles that function as ateliers or workshops, there are surprisingly few actual retail stores. Even so, the store turned out to be bigger than I had imagined (laughs). It's a little larger than 250 tsubo (approximately 825 square meters). Succulents and large potted plants are popular there. These kinds of decorative items are more popular than flowers. In Japan, Nicolai Bergmann Flowers & Design has become a recognized brand, but currently, its recognition isn't that high in Los Angeles.

—Having expanded overseas, what aspects of Japan have you come to appreciate more from a global perspective?

Expanding businesses overseas is extremely difficult. For example, we're trying to open a cafe in this Los Angeles shop, but the rules for obtaining operating permits are so complex that it's a real challenge. In contrast, Japan has clearly defined rules and detailed schedules, making it much easier to launch new businesses. I'm constantly reminded of how important the meticulous nature of the Japanese people is in business.

Even after 20 years, we remain unchanged, trusting our intuition and sharing new value and creativity related to plants.

—Do you personally feel that the brand has grown over the past 20 years?

I believe that businesses grow through steady effort and time, so I think that over the past 20 years, we have expanded little by little through various challenges and efforts, such as collaborations with companies and brands. We are planning an exhibition to commemorate our 20th anniversary this year, and we will also be releasing limited edition flower boxes and a magazine tracing our 20-year history.

Looking back on your activities so far, please tell us what aspects you want to protect and continue, and what challenges you want to take on.

I have always valued my intuition and challenged myself in various ways. Of course, I have experienced failures, but I believe that success is impossible without passion, so I want to approach everything with passion. Now, I am also active overseas. On YouTube, I share information about flower markets around the world and global information related to flowers. One example of this is "Gallery nicolai bergmann" (5-5-20 Minami-Aoyama, Minato-ku, Tokyo / opened in 2019), which exhibits and sells one-of-a-kind art pieces that combine different materials and plants, drawing inspiration from art, architecture, interiors, fashion, and jewelry from around the world.


Located in a building characterized by its sun-drenched interior, this space offers a relaxed environment to appreciate the artwork, allowing you to experience a new value and creativity in plants that you won't find in a typical flower shop. We hope you'll come and visit us sometime.

—Looking ahead to the next 20 years, what kind of future do you envision for Nicolai Bergmann Flowers & Design ?

To be honest, I don't really focus on looking ahead. I value what needs to be done now, making quick decisions, and pursuing challenges I want to take on. I've started several businesses that way. Of course, there are business aspects to consider, but more than that, as a creator, I want to cherish my feelings and intuition so as not to limit my possibilities. I want to constantly build new possibilities and value through plants and nature.

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