During the period January to March, net sales amounted to SEK 212 million, an increase of 7.6 percent from last year’s SEK 197 million. Organic net sales growth was 12.5 percent. At the same time, operating profit decreased to SEK 23.9 million, compared to SEK 27.2 million for the corresponding quarter of the previous year.
The number of orders increased during the quarter by 6.5 percent to 102,900. The average order value was SEK 2,874. Rugvista CEO, Ebba Ljungerud, comments on the start of the year:
We are starting 2026 with continued growth and stable development.
The gross margin improved during the period to 64.9 percent from 64 percent. According to Ljungerud, this shows that “our offer, our range and our commercial work continue to develop in the right direction”.
The decline in operating profit is explained by strategic choices regarding the company’s visibility.
The lower operating margin in the quarter is mainly due to higher marketing investments during a period where we saw good opportunities to drive demand and strengthen our position.
In the report, management also looks ahead to the rapid changes in e-commerce and digital marketing. A particular focus is on how AI is changing the search landscape online.
We assume that the search landscape is gradually moving from links to answers, and from traditional SEO to a broader AI-driven search where visibility is increasingly about being a brand and a product range that various AI-based services can understand, trust and highlight.
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