Interview Eva Wuite - Finland
Interview Eva Wuite
'Adjust your pace, your temperament and expectations to the local culture and standards.'
What does your company do and which products or services do you offer?
We do landscape designing, garden services and green interior design. Both for companies and consumers. Our largest activity is garden maintenance. At the moment we have 6 people in the field working fulltime. In addition to that we have the first green lifestyle concept in Finland; an unique interior and flower shop and a garden center.
How did you end up in Finland?
I was born in Finland. I lived in the Netherlands for 12 years and I came back because of love.
How did you eventually start your own business?
I got fed up with working in the corporate world and wanted to do something totally different. Gardening has always been a big interest and a hobby of mine since I was 5 years old. I saw that this sector is going to grow in Finland and I thought that, with my Dutch background, I could offer something totally different in Finland. I reeducated myself and studied landscape design.
In the second year of my study I was asked to participate in a new TV garden show (Huvila & Huussi) as a landscape designer. At the same time I founded my company in landscape design. This TV show was my personal success story. In 2013 I did not want to continue the TV work because I wanted to concentrate on my own company. A year later I realized the vision that I already had for a long time; the company GardenLiving was founded.
Do you also have experience with running your own company in the Netherlands?
No.
Do you notice cultural differences in doing business between Finland and the Netherlands?
The Dutch are much tougher in negotiation, on prices and on conditions. The social interaction is also quite different. Besides doing business the social component is very important. Small talk and social interaction is appreciated and an important part in the relationship. Similar between NL and FI is that once the conditions are negotiated, and the relationship is established, there is a high level of trust.
Another difference is that in NL you get a prompt answer on questions. In Finland you might need to wait long or never get a response. Dutch people experience that as impolite and a sign of no interest.
Is it different for a woman to do business in Finland?
No, I don’t think there is a difference for women in doing business in Finland.
I feel that it often adds a certain value that I am Dutch and do business in Finland. It helps that I master the local languages (Finnish and Swedish). Also NL is known for its horticulture and it has a good reputation.
Did covid19 have an impact on your business? If yes, how?
Yes, it had an impact. The sales in interior green design to horeca stopped immediately. It has recovered but not to the expected level. Our sales in the interior and flower shop + the garden center grew tremendously. We could clearly see the people’s interest in gardening. People have started to value different things and put more effort in making home a nice place to be.
Do you have any tips for other Dutch, or international, people who want to do business in Finland?
Adjust your pace, your temperament and expectations to the local culture and standards.
A peek into the future: where do you see yourself and your company in 5-10 years?
Our concept is successful. There is a lot of interest. The business will continue to grow. We aim to triple the current size. Personally I see myself working here in the summer season and in the winter period I will spend my time in the sun somewhere else. (Since I will also reach the age for taking it more easy :-))
Anything else you would like to bring forward?
“Nee heb je, ja kun je krijgen!” (translation: “You have a no, a yes you can get”) It means that you never know until you ask, it doesn’t hurt to ask, nothing ventured nothing gained.
Left: GreenDesign at Oodi library. Right: GardenLiving's garden center in Espoo.