Transformation
When you operate in 11 markets, each with unique needs, your digital services can quickly turn into a patchwork of urgent fixes and conflicting priorities. Strategy risks getting stuck in endless compromises.
In a bold move, Euroflorist chose to tackle this by adding Friktion to their newly formed team of solution owners.
Euroflorist is Europe’s largest network of florists. Most of the services they provide to local organisations and shop owners are technical systems that had to evolve faster and become more market-oriented to meet rising digital demands. That each market has unique needs only added more complexity to the mix.
To navigate this, Euroflorist formed a team of solution owners from different service areas. Their mission? Understand shifting expectations from every market, stay ahead of tech developments, spot overlaps, and push forward in a shared strategic direction. All while juggling short-term demand and long-term direction.
No small feat.
To help navigate all those perspectives, steer complexity without losing focus, and build adaptability into the core of their service development, Euroflorist brought in Friktion.
Here’s what we did at Euroflorist:
We worked side by side with the Head of Portfolio Management and the CTO to shape an agile approach for defining capabilities, balancing global direction with local needs, and—most importantly—turning strategy from a slide deck into real action.
We coached the team of solution owners in agile product development, strategic planning, and change leadership. We ran joint workshops, shared practical tools, and built up a shared language. The result? A team that could confidently handle tough trade-offs and solve messy problems together.
We introduced a non-linear approach to change through systematized experimentation. The team began running fast, small-scale tests to learn on the go and turn their insights into continuous learning and new capabilies— not just one-off wins.
—Johan Liedholm, Portfolio Manager at Euroflorist
Euroflorist turned a messy, multi-market tangle into a clear, shared direction for its core services. The team can now prioritise with confidence, move faster, and adapt to new demands without losing focus of the long game.
By building real alignment and a culture of continuous learning, Euroflorist is better equipped to support local needs, evolve their tech at speed, and keep growing across Europe.
At Friktion, we don’t believe in quick fixes or one-size-fits-all playbooks. We’re here to help brave organizations navigate conflicting demands, build alignment, and experiment to find solutions that actually work in real-life—again and again.
Euroflorist didn’t just didn’t just tidy up their roadmap. They built the skills needed for lasting growth.