The recent report showed positive signals from the Nordic e-commerce company. During the interview with Ehandel.se, Boozt's CEO explains that the decision to raise expectations for profitability has technical explanations linked to the foreign exchange market, but is primarily based on operational progress.
We are doing good things. That is the main thing. The upward revision of the margin forecast is partly technical and due to currency effects, primarily the Norwegian krone, says Hermann Haraldsson.
He then elaborates on how management views the overall market situation. Despite a turbulent world, they feel a strong confidence in their own strategy.
The company has tweaked its offering and rebuilt its digital presence to better guide visitors. The result of this work has been noticed, not least through a large influx of new consumers.
But we are as confident now as we were when we entered the year. We have made many changes, created a better assortment in fashion and revamped a lot on the website with more inspiration and guidance. In addition, we have attracted 250,000 new customers, says the CEO.
The Important Flagship Store
The influx of new buyers has been crucial for growth, especially as existing customers are holding tighter to their wallets due to the general economic uncertainty.
The company's main platform, Boozt.com, showed strong figures and gained market share in several Nordic countries during the quarter.
For the first quarter of 2026, the group reported a total turnover of approximately SEK 1.7 billion, an increase of less than one percent compared to the same period last year. Operating profit amounted to SEK 21 million, an improvement from last year's SEK 5 million. The adjusted operating profit landed on SEK 42 million with a margin of 2.5 percent.
Now the volumes continue to increase.
That's a big deal. Our loyal customers are still quite cautious due to the global situation. But growth now comes largely from new customers, and it's been a while since we saw such a high influx of new customers. That makes me optimistic, says Hermann Haraldsson and continues:
Looking at the figures, Boozt.com grew by 6 percent during the quarter. That is the most important indicator for us, as it is our flagship store. Getting it to grow again is crucial. It grew by 7 percent in Sweden and 9 percent in Denmark, which is very positive.
New Tactics For Purchasing And Marketing
To achieve this customer inflow, Boozt has been forced to change its approach to inventory and assortment. During the previous year, there was a tendency to buy too few models but in large volumes per item.
By broadening the choices and modernizing the entire marketing machinery, they have now found a model that apparently appeals to the Nordic consumer.
Success is about two things. First, we have changed our assortment strategy. Last year, we bought too narrowly and in large volumes per item. This year, we had 35 percent more choices on the site within fashion during the first quarter. Customers bought 40 percent more variants than last year, which attracts new customers, he says.
Then we have made major changes in all of our marketing. We use technology and have changed a lot in our marketing organization. When you have the right goods and market them smartly, it pays off.
No Focus On Large Acquisitions
While the customer base is growing, the company announces that it is building on its shareholder-friendly strategy.
The Board of Directors has decided to initiate a new program of SEK 200 million to return excess capital to shareholders, after having just completed the previous commitment from the Capital Markets Day 2023 of a total of SEK 800 million.
During the first quarter of 2026 alone, shares were repurchased for SEK 97 million. In connection with the annual general meeting, over 3.6 million common shares were also withdrawn, resulting in Boozt now holding a holding corresponding to 4.3 percent of its own share capital.
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Despite the company accumulating capital, the CEO closes the door to any broader, strategic company acquisitions within e-commerce. The focus is entirely on its own machinery and achieving ambitious internal goals.
We are not actually buying anything right now. Our main goal is organic growth. We have invested in various startups, so if we see promising companies within AI with products we can use, then we act. But we have no strategy for pure acquisitions, we want to grow organically and the goal is to return to double-digit growth, says the CEO.
The strategy of distributing the surplus is based on a desire to drive a capital-efficient business.
We see ourselves as a growth company, and then you have to grow double-digit. That is the main goal. That is also why we give money back to the shareholders. We do not want to accumulate money unnecessarily. Since we have no debts, which is quite unusual, we may as well return the surplus to the shareholders, concludes Hermann Haraldsson.