During the 2025 financial year, the company's turnover landed at SEK 7.5 million. Compared to the previous year, when sales were SEK 13.8 million, this represents a decrease of nearly 46 percent.
The downward trend is also reflected in profitability. Operating profit, which showed a surplus of SEK 1.5 million in 2024, fell by almost 117 percent and landed at minus SEK 251,000.
However, despite the company reporting a loss at the operating level, the board has chosen to propose a dividend of SEK 720,000. The annual report justifies the payment by stating that the company's liquidity and financial position are sufficiently good to manage it.
Customers Raise Concerns
On the review platform Trustpilot, however, a picture emerges of a customer service that fails in handling returns. Of the e-commerce retailer's total 14 reviews, 93 percent consist of the lowest possible rating, giving the company an average of 2.2 stars out of five. Ten of the reviews are from the years 2025 and 2026.
On its own website, the company has a block with "2,865 reviews" and a rating of 4.5 stars. However, it is not possible to click on anything in the module to read where the reviews are coming from.
Unexpected Products
Love Forever was registered in 2009 and currently has between one and four employees. To broaden its market, the company is VOEC-registered in Norway.
Love Forever is VOEC-registered in Norway. Orders under SEK 3,000 are delivered without customs duties or extra charges – no other costs are added than what you pay at www.loveforever.se. Norwegian VAT is paid directly at checkout, the company writes on its website.
Outwardly, dresses, jeans and tops fill the warehouse. But if you examine the company's formal documentation, a slightly more fragmented picture emerges of what the business is actually allowed to do. According to the registration with the Swedish Companies Registration Office, the company should conduct sales of clothing, furniture, shoes and accessories – but also products that fall far outside the clothing industry. On paper, the e-commerce retailer has also registered to sell heat pumps and pool accessories.