What happened to the Aronia store?

And what does that have to do with Valfrids.com?

Aroniabutiken.se was a health store founded in 2019, initially operating exclusively online and later opening a store in Åkersberga that also served as a warehouse. The Aronia Shop initially specialized in aronia products, particularly juice, but over time it grew into a full-fledged health food store that also carried many other items, including books and some groceries. In addition, the Aronia store sold water filters for the home, which became a huge success.

The Aronia Store became known for its unique image, hand-picked selection, unconventional advertising, and customer-focused, personalized service.

Aroniabutiken.se went bankrupt in April 2026. At that time, there were several partners. The original founder was Jens, who had also launched Valfrids.com several years earlier. Jens bought out the bankruptcy estate of Aroniabutiken in June 2026 and merged it with Valfrids.

From the start, Valfrids.com focused primarily on natural products for the care of shoes, clothing, the home, furniture, and antiques. In addition, some household items. But with the merger, the product range became much broader, and Valfrids also began selling health foods and dietary supplements.

Many customers from the Aronia store have been wondering what happened and where they can find the products now. You can find them here at Valfrids.com—except for the water filters from Instapure, which are being taken over by one of Aroniabutiken’s former partners. So, we at Valfrids will not be selling Instapure water filters.

As of this writing, we don’t know where our former colleague from the Aronia store will be selling them, but we’ll update this article once we find out and will also announce it in our newsletter.

Those of you who were customers at the Aronia Store will notice that we have the same customer service team at Valfrids.

So Valfrids follows in Aroniabutiken’s footsteps in many ways, with personalized service and a hand-selected assortment. But it’s still not quite the same thing, since Valfrids is much wider. That’s why we call it a “department store,” even though it’s still just a virtual department store.