Timestamps:

6:02 - Founding Feey: The Birth of a Plant Brand

18:11 - Building a Unique Brand Experience

33:34 - Leveraging Logistics as a Strategic Advantage

42:05 - Harnessing AI For Enhanced Operations

Episode Summary

Sven Jakelj, Co-Founder and CEO of feey, went from cybersecurity to building Switzerland's category-defining plant brand — starting with zero knowledge about plants, a 5th floor apartment in St. Gallen, and a kitchen that doubled as a repotting station.

In this Swisspreneur Documentary, we visit feey's headquarters and vertical farm to uncover how Sven, his brother Janko, and co-founder Severin built a CHF 10M business by rethinking everything about how plants are sold, shipped, and cared for.

In this episode, you'll learn:

🌱 Why a 2B+ CHF market had zero brands — and how feey spotted the gap

📦 How they developed their own packaging and logistics to ship living products safely

🏭 Why they built a vertical farm with no farming experience ("I didn't even know where to turn it on") ✍️ The handwritten card strategy that still scales today — for less than a paid ad click

💀 How 7,000 plants died weeks before their biggest product launch — and how they recovered

🤖 How AI is transforming the way they learn, iterate, and grow faster than ever

📈 Their path from side hustle to CHF 10M revenue — and why retail could 10x the business

The cover portrait was edited by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.smartportrait.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.