Newhouse is today a family-owned company in its third generation. The history dates back to the late 1940s when Jarl Häller acquired a shirt factory in Borås. During the 1990s, the Newhouse brand was acquired and became part of the business.
Since 2022, the company has been run by the owners and CEO duo Antonia and Andreas Buskas Häller, who took over the helm after a period of business development and digital expansion in Europe.
The core of the company is the sewing room at the headquarters in Borås. There, designers, pattern makers and seamstresses work closely together to develop new garments and the right fit.
Red Figures and Restructuring
But despite expansion and a new visual identity, the latest annual report for 2025 shows that sales decreased. Turnover fell to SEK 64 million, compared to SEK 71.1 million the previous year. This corresponds to a decrease of 10 percent. At the same time, operating loss increased and landed on SEK -5.9 million, compared to an operating result of SEK -1.4 million in 2024.
According to management, the decline in turnover and results is due to the company restructuring parts of its operations during 2025. Management assesses that this will have a positive impact on the business going forward.
The report also shows that the beginning of 2026 has been positive and that sales are now in line with the company's plan.
Paying Off Tax Deferral
While the company navigates a restructuring, they are working to pay off temporary tax deferrals. At the beginning of 2024, the company's tax deferral was SEK 6.3 million. This figure has since been amortized gradually.
According to the latest data from June 2026, the remaining deferred amount now amounts to SEK 1.8 million.
Omnichannel Strategy to Lift the Company
Today, Newhouse reaches its customers through several different sales channels. The company operates 12 of its own branded stores around Sweden and offers e-commerce in the Swedish market as well as in eleven other countries within the EU.
In addition to its own channels, the company has also established a presence with some 70 retailers in the Nordic countries and sells its collections via digital platforms such as Boozt, Ellos and Zalando.
With an updated e-commerce platform, a decreasing tax debt and sales figures that follow the plan for 2026, the focus is now on turning the financial results into a profit.