“I Was Awestruck By the Bold and Clear Vision of Flower”

It began with the Russian invasion of Ukraine and the subsequent period of skyrocketing energy prices across Europe. Pär-Jörgen and his fellow investors at Northzone saw the developments as a turning point that led them to look closer into the energy sector.

“We quickly realized that the industry was in dire need of transformation. It reminded us of the telecom sector in the ’80s and ’90s, which was once controlled by a few large entities but eventually decentralized, creating new business opportunities and opening up the system for everyone. We recognized that the energy industry needed a similar shift.”

Why Flower was the one

As Pär-Jörgen and his colleagues started to dig deeper into the energy sector, they discovered several companies that focused on flexibility solutions. But one company stood out among the bunch.

“Flower was the only company that had a vertical mindset, going in with a vision to manage several market segments – optimization, battery development, consumer-facing and so on – under one umbrella. Most companies only did one of those things. Flower’s business model was therefore much more long-term, and John’s clear vision of becoming the market leader in Europe impressed us.”

Experiencing a Spotify déjà vu?

Pär-Jörgen is best known for leading Northzone’s investment in the music streaming leader Spotify, helping it grow from a 15-employee startup into a global powerhouse with 4,500 employees. He sees similarities between Spotify’s growth journey and that of Flower, as well as between the industries they each operate/operated in.

“Most of the companies I’ve invested in have played a role in changing market dynamics. When Spotify first emerged, the music industry was in desperate need of transformation, struggling with illegal downloads and file sharing. Spotify proved to be a solution that completely disrupted – and ultimately saved – the music industry. Flower shows similar promise with its bold vision to disrupt and improve the energy system.”

The startup secret sauce?

Working in countless startup boards in his decades-long career, Pär-Jörgen has learned a thing or two when it comes to tackling organizational challenges in international growth companies. There is one key learning that he thinks he’ll bring to Flower’s board.

“From my experience, the Swedish working culture built on tight collaboration rather than hierarchy, has been a recipe for success. I believe this to be a cornerstone in the continued growth journey, and an important thing that I want to cling on to as a board member.”

“Innovation and speed will be key”

Looking ahead, Pär-Jörgen is pointing to solar and wind as the main deliverables in the energy industry, where flexibility solutions will be a vital part in enabling the energy transition. He believes the big players will have a hard time catching up with the fast, innovative tech companies in the sector.

“The coming years will require an unprecedented transformation of the energy system. There is an unsatisfied market demand that is growing by the day, which calls for innovation and speed. Fortunately, Flower masters both of these things, and together with the company’s already deep market knowledge the future looks bright. I’m beyond excited to be a part of the journey.”