Net sales decreased by 2.4 percent to SEK 45.2 million during the first three months of the year. At the same time, the gross margin was strengthened and reached 39.7 percent, compared to 38 percent during the same period last year. However, the adjusted operating profit (EBIT) decreased to SEK -1.2 million (-0.3).
According to CEO Daniel Hörnqvist, the quarter was characterized by a strong winter fishing season with sales records in the ice fishing and jig fishing segments.
The high demand for ice fishing is reflected in 6.3 percent more orders than the same period last year, at a lower total marketing cost, comments Daniel Hörnqvist in the report.
The fact that total sales still decreased is explained by what customers actually put in their shopping carts.
The product mix with a high proportion of ice fishing and a lower proportion of marine electronics lowers the average order value for the period, which is reflected in the decreased net sales and which in turn affects the result, Hörnqvist states and adds:
We are of course never satisfied when we do not grow or strengthen profitability in a quarter, regardless of the conditions.
Lower Marketing Costs and AI Tools
The report shows that the company's work with customer relations via social media has had an effect, which has contributed to the reduced marketing costs. However, the e-commerce company's shipping, transaction and packaging costs increased at a marginally higher rate than sales, which, according to the company, is also an effect of the lower average order value. Söder Sportfiske also points out that they are investing in compliance and IT for a more regulated market, and that they are taking advantage of new AI tools.
To adapt the business to current conditions, the company has chosen to streamline the organization during the beginning of 2026.
During the period, we have carried out a reorganization where we have gross removed four full-time positions to balance the new hires made during 2025, explains Daniel Hörnqvist.
The background is that we want to optimize the team based on the current market in order to best be able to deliver profitable growth.
Ahead of the upcoming spring and summer season, the company believes that the restructuring has created a stable foundation.
In summary, we have taken important and necessary steps during the quarter to steer the business towards areas where we have greater control and better conditions to build long-term profitability, writes the CEO.
We are now looking forward to a strong start to the sport fishing season where we are well prepared with a curated product range and a relieved personnel costume.