What exactly is Valfrids? – an almost true story

An Almost True Story About Valfrids

Valfrids was founded in 1850 by Valfrid Hildeståhl. At the time, it was just a small store—a classic general store on a street in Stockholm—where Valfrid himself stood behind the counter selling reliable, traditional goods and household items. The business then grew; he expanded it into a small four-story department store, and that’s how it has remained ever since. Today, his descendant runs the department store. He could almost have called himself a wholesaler. But it wasn’t a luxury store back in the 1800s—nor in the 1900s, for that matter. Over time, Valfrids took on a somewhat classic, almost conservative feel, because they stayed true to their roots—natural soap, waxes, and quality household items. It was tough in the ’60s when everything was supposed to be made of plastic and petrochemical products were all the rage. But now the tide has turned; people want the traditional again—real soap, chemical-free. PFAS and Teflon are out; craftsmanship is in. Historic preservation is all the rage; young families are buying old houses and renovating them, and of course they want real, chemical-free products in their homes. They’re careful about what they buy—and even what they eat. It’s a good thing Valfrids always stayed true to its roots!

Even if it’s not entirely true—that’s still the feeling we want to convey in our “virtual store”

True Sustainability

We never use the word “sustainability.” It has been eroded. When fast-fashion chains say they’re “sustainable,” you know that doesn’t mean anything anymore. This will be the only time you’ll ever hear us mention that word.

Valfrids is, after all, true sustainability. It’s not that remarkable. No, it’s just a matter of making great products with quality ingredients. Often based on old wisdom. Don’t get swept up in the latest trend without asking yourself: Who stands to gain from this?

Everything is connected

When I started Valfrids, it was this thought that drove me. I simply got tired of the fact that we’ve gotten used to surrounding ourselves with harsh chemicals, PFAS, and synthetic additives in everything from shoe care to food and skincare. Why should we compromise our health and our environment when there are such incredibly wonderful, traditional alternatives?

Back to the real deal

In the past (and we’re not even talking that long ago), you didn’t need petrochemical solvents to keep a home clean, nor strange additives to make food last. They simply used what nature provided. Pure oils, natural waxes, good soap, and food made from real, unprocessed ingredients. These are recipes and traditions that have been used for generations, with absolutely no side effects for either people or nature. That’s exactly the simple purity we need to get back to, whether it’s the juice we drink for breakfast or the cream we put on our shoes.

That’s exactly the feeling and the care I want to bring back with Valfrids.

It’s not about some unattainable luxury. It is about chosing pure and honest products. To eliminate the unnecessary and instead make room for products made with care, craftsmanship, and pure ingredients.

Take care of yourself, every step of the way. You deserve it.

Warm regards,
Jens