The company was founded in 2006 by Peder Näslund. The idea originated from a recipe website that subsequently evolved into an online store, starting in a basement. In 2011, the company also opened a physical store in Luleå. Over the years, the company's assortment grew to include over 10,000 unique products from 150 different brands within food, baking, and parties.
Passed 20 Million During The Pandemic
During the pandemic, the company experienced a period of increased turnover. For the financial year 2020/2021, the company exceeded SEK 20 million in sales. In a previous interview with Ehandel.se, founder Peder Näslund stated about the period:
Yes, we had a good year and have benefited from Covid.
Negative Result And Decreased Sales
The latest financial reports, however, show an economic downturn. For the financial year 2024-05-01 to 2025-04-30, the company reported a net turnover of SEK 13.7 million. This is a decrease from the previous year when net turnover was SEK 16.2 million. A previously positive result simultaneously turned into a loss of approximately SEK 600,000.
The balance sheet for the latest financial year shows that the total equity was negative, landing at approximately SEK -430,000. Credit reports also show that the company has had historical payment difficulties regarding taxes, as well as a temporary tax deferral of just over SEK 100,000.
Sami Hietala at Advokatbyrån Kaiding in Luleå has been appointed as bankruptcy administrator.