Hobbex has undergone a comprehensive transformation in recent years. The company has left behind its broad assortment to focus on radio-controlled cars, boats, and airplanes. The range extends from simpler models for beginners to advanced products for enthusiasts.
According to Markus Pilebro, this has been a logical step to create a clearer profile and a more efficient organization. He explains that the focus on radio control is natural, as it has long been the company's strongest category, an area where they now have an established role and good knowledge of the market.
The transition from broad mail order to specialized e-commerce has made Hobbex clearer to customers and simultaneously created conditions for a more efficient organization. Our focus on radio control is natural because it has long been our strongest category, where we have both experience, credibility, and a strong commitment, he says.
In parallel with the changed direction, changes have also been made in how the company operates. This has involved a review of both organization and working methods to adapt the company to a modern digital reality.
The business is based in Stockholm and operated with a small team. Despite previous challenges, the CEO now sees positive signs in the latest figures, which have not yet been made official, and describes a recent turnaround for the company.
While we have refined the assortment, we have also reviewed the organization and working methods. After a few tougher years, we made a turnaround in 2025 with approximately 25 percent growth and a positive result. This year, we have started with an even greater rate of increase, which we are of course very happy about, says Markus Pilebro.
Looking at the financial history, the annual report for 2024 shows that turnover amounted to SEK 16.9 million. It was a challenging year where the company reported an operating loss of SEK -1.8 million, compared to SEK -549,164 for 2023.
With a growth of 25 percent, this means that the company landed on a turnover of approximately SEK 21.2 million in 2025, while also returning to a positive result.
Investment in Own Products
A key part of this financial restart is the decision to take greater control over the assortment through in-house product development.
In connection with the company's 65th anniversary, they are therefore launching their own developed radio-controlled car. This is a conscious strategy to make the hobby accessible to more people without it becoming too expensive to get started.
By owning the entire chain from development to sales, the company can better meet customer demands for both quality and price.
This is part of a larger investment in own products. We see a need for RC products that make it easier to get into the hobby without compromising the ability to repair, upgrade, and develop further, says Markus Pilebro.
The goal is to offer models that can withstand use but at a level that does not discourage beginners from taking the step into the hobby.
Many people think that radio control sounds fun, but experience that the entry can become expensive if you also want quality and development opportunities. We want to lower the threshold by offering products that are easy to get started with, affordable, and built to last. The fact that we are launching our own car in connection with the 65th anniversary is a fun way to celebrate, but above all, we are doing it now because we feel confident in our position and have a good picture of what customers are asking for, says Markus Pilebro.