When the interior design brand Tinted launched, it received strong backing. Founders Karin Westas Norlander and Monika Mellin had attracted a well-known trio. In addition to Bianca Ingrosso and Vanessa Lindblad, Julia Frankenius, from the electric vehicle company Polestar, was also an investor. Expectations were high for the e-commerce retailer, whose design draws inspiration from art, architecture and fashion.
The goal from the start was to build a global player with organic growth. But the road to get there has presented some challenges.
A look at the company's latest annual report for 2025 shows that sales have slowed down. Turnover landed at SEK 3.2 million during the year, compared to SEK 3.7 million during 2024. This represents a decrease in sales of approximately 14 percent.
Despite the declining sales, there are glimmers of light when it comes to profitability. Operating profit improved from a loss of SEK -1.6 million in 2024 to approximately SEK -0.5 million for 2025.
At the same time, the company has grown in terms of personnel, from an average of one employee in 2024 to two employees in 2025.
Changes at the Top
During the journey, changes have also occurred behind the scenes.
Co-founder Monika Mellin chose to resign from her position as a member of the board of directors at the end of June 2024. Earlier that spring, Julia Frankenius, who had been an investor since the start, formally took a seat on the company's board as a deputy. Karin Westas Norlander remains as CEO and member of the board.
There have also been some administrative obstacles along the way. In 2024, the company received a late payment fee of SEK 5,000 according to the Annual Accounts Act. Furthermore, a general claim was registered with the Swedish Enforcement Authority in January 2025 regarding the tax account of SEK 20,000. An application for a payment order was also received from PostNord Sverige AB during 2025.