You need to take safety much more seriously and train your staff properly on working with customers.
1. Guidance
We checked several times about maps. The website assures beginners that they can be fine going through several routes, but no specifics.
When we reached the shop, we asked for guidance twice - when we were given our kayaks at the cashier, and at the start point at the shore. Both times the staff said - "If you turn left, you reach Fågelön if you turn right you go through Långholmen" - that's it. Again, no specifics.
No one asked if we were beginners or if we were experienced. No one gave safety tips before we launched out.
The one information that could have helped us as a beginner group was to give a warning about the boat traffic.
2. Safety jackets
There were no other options for safety jackets other than children's safety jackets.
The four of us - all in our 30s - were given children sized jackets. Because we thought this should be a leisurely exercise we did not think much of this but later on when we ended up in the water, this jacket ended up constricting more than helping.
3. Assisting distressed customers
We were rescued by other kayakers and a family boat - when we managed to find a way to call the staff was clueless and did not care about helping us. Right after we experienced something distressing, the staff instead made us feel like we were to be blamed.
It took many calls and explaining to get through to you that we were too distressed to continue kayaking, but your staff kept insisting that kayaking back was the only solution. The staff did not put in much effort or show any form of empathy to the situation. We were not taken seriously and treated awfully. We are OK now but to be clear, we had to help ourselves and find our own solution.
You need to do better.