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Filled The Warehouse While Others Cut Back – New Millions Roll In

Peter Lilja, CEO
Increases profit by over 20 percent.

At the beginning of the year, toy retailer Ebrix told of a transformation that took the company from loss to profit. The family-owned company in Örebro, which specializes in Lego building blocks, chose to build a larger warehouse and invest in its own content on social media instead of traditional advertising. The now public documents at the Swedish Companies Registration Office clearly show how Ebrix's outlined plan has begun to bear fruit during the past year.

READ THE INTERVIEW: Lego Empire's Million Turnaround - Turned Off Ads and Broke Records

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The strategy of focusing on the customer experience and building the brand through its own channels continues to deliver results. In 2025, Ebrix achieved a net turnover of SEK 33.5 million. This represents an increase of 2.2 percent compared to the previous year's SEK 32.8 million.

The development is clearly visible when the company summarizes the year's operating profit, which increased by 21.3 percent to SEK 2 million. The previous year, the same figure was SEK 1.6 million.

The company had an average of five employees during the period.

Filling The Shelves

A central part of the e-commerce retailer's method has been to avoid the industry's pursuit of minimal inventories. The purpose has been to eliminate sales losses that occur when popular building kits are out of stock.

The figures confirm that the company is sticking to its line. At the end of 2025, the value of the inventory, including finished goods and merchandise, amounted to SEK 6.5 million.

Compared to the previous year's inventory value of SEK 5.7 million, this represents an increase of 14.3 percent.

Stable Ahead Of B2B Launch

While the warehouse is growing in Örebro, the company is building a stronger financial foundation for the future. Solidity increased during the year by 26.2 percent, reaching 53 percent.

The result after financial items also points upwards, stopping at SEK 2 million, which is an increase of 23 percent compared to last year's SEK 1.6 million.

The figures are reported at a time when Ebrix is expanding its business from private customers to B2B. Following successful pilot projects with, among others, campsites, associations and smaller stores, a full-scale launch of the company's partner program was planned for the beginning of 2026. By taking on the role of a local Swedish wholesaler, Ebrix hopes that the new venture will be a complement that further increases both volumes and profitability for the entire company.

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Editorial Staff
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