Ångfabrikken in Malmö is run by father and son Troedsson - but it's mainly the younger generation, Dennis, who does the day-to-day work. His father mostly stays away from the shop on Føreningsgatan, although he still owns the majority of the company.
"If you look at the vapour industry in Europe, bans are not a positive thing. But if I have to be selfish, it has been incredibly beneficial for us," says Dennis about the many Danish customers who have flocked to us since the flavour ban was introduced in Denmark in 2022.

Dennis and his dog Kiwi greet you a few minutes before closing time on a cold Thursday evening in January. Kiwi is a very small Pomeranian who quickly spins around in excitement to greet you. Dennis is calmer and offers coffee while he tells us about the history of Ångfabrikk.

"My dad and two others started it in 2014. I think the plan was for the other two to work here, but one of them left quickly and the other was here for a while before he also left around 2017. Then it was me who took over," says Dennis.

He was 18 then, now he's 26 - and most of his working life has been spent in the steam shop. Over the years, his father, Hans Ola, has retired more and more, so Dennis now manages everything from shopping to shop work five days a week.

"But he owns 51 per cent of the company, so I'm only part owner. He handed it over to me, but it wasn't a big business back then. But he had to have the decisive percentages so he could still call the shots," Dennis laughs.

Commuting across Skåne

Dennis lives in Kristianstad with his girlfriend, Kiwi and another dog, who also occasionally comes to the shop. It was house prices that drew the couple away from Malmö, but the one-hour daily commute doesn't bother him - with the exception of the winter chaos on the E22 last year when he was stuck in the car for 19 hours.

Doctors' views on vapour

When Hans Ola started Ångfabrikken, he had never smoked, sniffed or vaped. But he had spoken to a doctor who was actually quite positive about vapour before it became big. 

"My dad has always been interested in new things and saw it as a way to help smokers quit," says Dennis.

However, steam is not Dennis' own favourite method. 

"I sniff, but I've been steaming on and off to quit snus. But it's hard - and I ended up doing both. Many of our customers go down to 0 mg nicotine, but find the habit harder to kick than the nicotine itself."

Malmö - a steam city

Although Malmö is a large city with several steam shops, Dennis has built up a regular customer base.

"Most customers you develop a relationship with. You talk about everything - and I really like that. It's not like walking into a regular store where you just say hello and goodbye."

Although he doesn't do steaming himself, he tests flavours to guide customers. 

"I try some of them and tell you what sells well. It gives you a good sense of what people like."

Disposable vapour is part of the range, but Dennis is trying to get customers to switch to refillable models.

"We didn't take them in at first - they were expensive and bad for the environment. But customers asked for them, so we had to do it. But I can see that more people are now switching to pod systems, which is positive."

Danish invasion after flavour ban

Denmark's ban on flavoured e-liquids in 2022 was a gift to Swedish stores close to the border. "It may not sound nice, but the ban in Denmark is one of the best things that has happened to us. We have a lot of Danish customers, and when they do come, they buy in bulk."

How many Danes shop with you?

"It's hard to say because they often come in groups. But maybe 10 times a week. And then a Danish customer typically buys for five or six Swedish customers."

The store isn't even close to the bridge or train station, but Dennis has considered opening a branch there. 

"There's a shop on the Norwegian border that sells huge quantities. One of our suppliers said they have crazy turnover figures. So a store by the bridge is something we've been thinking about."

Five quick tips for Dennis Troedsson, Ångfabrikken
Who is your typical customer?

• 45-50 year olds, mainly women, who want to quit smoking.

How big is steam in Malmö?

• Pretty big. At least four stores survive, plus the kiosks.

What is your own favourite flavour?

• Grape Ice.

What would you never steam?

• We once got e-liquids from Malaysia - one of them tasted like carrot...

Why did you start vaping?

• I don't steam regularly.