Erika Holm

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Erika Holm is a Swedish entrepreneur. Erika started PinAround in 2016 and is based in Malmö, Sweden.[1]

Erika Holm,  of PinAroundErika Holm, of PinAround




Malmö, Sweden


Early Career

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Erika started PinAround in 2016. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on PinAround?

I have known since I was a kid that I wanted to own my own business.

You know how adults or other kids asked you the question “what do you want to become when you grow up?”. The kids usually answered “policeman, popstar, zoo worker, model, Superman, etc.” But I always answered, “I want to have my own company.”

When I was 10, this buy-and-sell website launched back in Sweden (similar to craigslist). People put ads up with their contact number and then buyers could call and make an offer/buy it. I saw this as an exceptional opportunity and asked my parents if we could sell items left in our garage. I ended up dealing with people coming over/buying and calling on these ads - as a 10 year old.

I made cookies, soaps and painted pots to sell outside the local supermarket. I got my first job when I was 13 years old, in an ice cream bar way too young to deal with the till and hygiene rules etc. Money has always been a thing that has thrilled me to work hard. I guess my parents did an excellent job teaching my sister and me the value of money. I never just “got” anything by pointing at it, I had to earn it.

Another thing that has really thrilled me is traveling and exploring.

The quickest way to get out of Sweden (and my boring hometown) was to study abroad in Spain when I was 17 - that's when I caught the travel bug. This is also the time I came up with the idea of pinmaps.

After a couple of years of traveling, working on yachts, and living in Australia, I went back to Sweden in November 2015 to start the business. I turned into a cavewoman, it was tough.

Where I live, no one really does this kind of stuff, so I had zero support from anyone except my best friend and her mom. People thought that I’ve gone crazy after 2 years of “mucking around”. According to the Swedish “tradition” I should have gone back to university and start my “real life”.


After four months of a lot of Googling, hard work and several tears I finally launched the webshop. It only contained one map - PinAround The World. Orders started to come in very quickly and I could notice a huge interest in the product.

To bump my savings account back up again, I went and did a second season on the yachts. I dealt with everything from my laptop and had my mum and dad to send of orders that came in.

I wasn’t mentally done with Australia so to get peace of mind I returned back to Byron Bay in October 2016 after finishing up the yachting season.

In November 2016 I took on two business partners (Sandi and Benjamin). These guys are very knowledgeable when it comes to business and structure and a perfect match for me.

I have a tendency to get something done right away rather than doing it the “right way”, whereas Sandi and Benjamin are extremely detailed and will calculate and measure every tiny detail of the business. Once they joined, we spent most of 2017 improving the business structure, webshop, marketing, etc. This year, we have new and exciting products coming, and we are working hard to improve our manufacturing process. I am moving back to Sweden in June to focus and work 100% with PinAround!

Source [1]



Contributors to this article:

  • Pat Walls, Founder @ Starter Story
  • Wiki Updater