According to a press release, the organizational adjustment is being implemented to streamline processes, increase competitiveness, and position the company for the future. The focus is specifically on data-driven automation and AI. Union negotiations will be initiated, and the goal is for the changes to be completed during the third quarter of 2026.
"The purpose of the organizational adjustment is to streamline and competitively support the development of our offering, own brands and continued growth," says CEO Hans Ohlsson.
AI Work Began Last Year
According to the company's 2025 annual report, the average number of employees in the Group was 509. However, the work to technically restructure the organization is not a new strategy; as early as 2025, the company worked with AI-based initiatives to automate tasks and strengthen internal tools with better data management. During the full year 2025, the Group's net sales amounted to SEK 3.46 billion.
Aims for the Stockholm Stock Exchange
The announcement of staff reductions follows closely on the company's strategy update in early April. At that time, Ellos Group announced that it aims for an adjusted operating margin (EBITA) of over 8 percent in the medium term, with the ambition for organic sales to outperform market growth.
The annual report (published April 16) also states that the company and owners intend to carry out a listing on the Stockholm stock exchange within the next twelve months.
The business strategy continues to rest on the core business through the websites Ellos, Jotex and Homeroom, as well as the company's own payment solution Elpy. The Group also maintains its stated focus on its primary target group, which is defined as "the woman in the middle of life".