During the financial year, which ended in October 2025, the company's turnover amounted to SEK 2.1 million. Operating profit for the same period landed at minus SEK 1.1 million. This compares to a loss of minus SEK 79,000 in 2024, meaning that losses increased by almost 1,300 percent.
As the business is in an early stage, the founders have injected capital to cover expenses during the build-up phase. During the year, Seduire raised SEK 875,000 through shareholder contributions.
The company's strategy is to focus on people on the move. The initial assortment consisted of 10 milliliter mini perfumes in roll-on format. In the autumn, they supplemented the range with larger bottles containing 50 milliliters. The perfumes are currently sold exclusively via their own online store to control price levels, but the company has stated that there are plans to establish a physical store in the future.
Social Media Reach
Former skier Jens Byggmark has stepped into the role of CEO for Seduire. In connection with the launch of the company, he spoke about the vision behind the e-commerce business.
Our new startup is actually the result of a dream and a lot of passion from sisters Michaela and Janni Delér. They have long thought of an idea that they feel fills a gap in the market, while both are crazy about everything related to fragrances, he told Breakit in 2024.
Sales are driven by the founders' influencer presence on the internet.
Janni Delér, who is also a co-founder and part owner of fashion company C’est Normal, reaches 1.1 million followers on Instagram. Her sister Michaela Byggmark Delér has in turn 125,000 followers on the same platform. The sisters publish material about the brand in their own channels and also participate in the perfume company's official accounts to drive traffic to sales.