At the end of the year, the company took the step from solely selling online to establishing a physical presence. A combined store and showroom of 100 square meters opened at Odenplan in Stockholm. The transition to an omnichannel strategy yielded immediate results for the company's sales and margins.
The store has exceeded all our expectations and has been profitable from day one, CEO Jemina Pomoell told the site.
Growth Through Export and Social Media
During the same period that the physical store was established in Sweden, the brand continued to grow internationally. Exports increased and accounted for 45 percent of total sales during the year, with a focus on the markets in Norway, Finland and Germany.
One factor behind the increased interest was a collaboration with influencer Cecilia Blomdahl, based in Svalbard, with 1.5 million followers. The content drove new traffic and created engagement with the target audience.
In the 2025 annual report, the company reports a turnover of 21 million Swedish kronor, an increase of almost 35 percent from 15.6 million Swedish kronor in 2024. Operating profit landed at under 1 million Swedish kronor, compared to 400,000 Swedish kronor the year before. The reported operating margin amounts to 4 percent.
Considering Future Capital Raising
The continued business plan focuses on expanding geographically, broadening the range with new product launches and initiating collaborations with other players in the industry.
Currently, the company is owned 50 percent by Jemina Pomoell and 35 percent by the other founder Maria Paulsson Rönnbäck. The remaining 15 percent is owned by the incubator Antler.
To manage the organization's growth and maintain the pace, management states that they may eventually review their capital structure.
Right now we are growing organically and we have been doing that for a long time. But external financing is definitely something we will start looking at more closely in the future, says the CEO.