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E-commerce Player BGA Postpones Billion-Crown Goal – Aims for the USA

Björn Andersson, CEO
"Sees the USA as the major springboard".

E-commerce player BGA Group reports decreased revenue and lower results for 2025. Now, CEO Björn Andersson announces that the previously communicated billion-crown goal is delayed, while the company closes its external logistics solutions to centralize operations.

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During the 2025 fiscal year, BGA Group generated SEK 402.3 million in revenue, a decrease from last year’s SEK 416.5 million. Operating profit fell during the same period to SEK 10.8 million, compared to SEK 34.7 million in 2024.

In the annual report, the company, which sells interior design details such as frames, states that the year was marked by currency fluctuations. The strong Swedish krona has had a negative impact on the company’s results, as a significant portion of sales are made to other European markets.

To manage the currency situation going forward, CEO Björn Andersson states that the company has taken action.

We are continuously analyzing the situation and have begun to hedge certain parts, he tells Ehandel.se.

Revised Timeline for Billion-Crown Goal

BGA Group, which in the autumn of 2025 passed three million handled orders, previously had a stated goal of reaching SEK 1 billion in revenue by 2028. In light of the latest figures, the timeline is now being adjusted. According to the annual report, the company’s focus is shifting towards operational efficiency and increased profitability in 2026.

The goal of one billion crowns remains, but it has been postponed by a few years, says Björn Andersson and continues:

We are now focusing on increasing our profitability and planning expansion to the USA, which we see as the major springboard for continued expansion, but that will not happen until 2027 or 2028.

Discontinues External Warehousing

During 2025, the company implemented a new WMS system to lay the foundation for efficiency gains in the supply chain. The annual report shows that the company evaluated its operations in the Netherlands during the year and began establishing a new third-party logistics (3PL) warehouse in the United Kingdom. At the same time, it flagged that rising costs associated with 3PL warehouses constituted a risk, which could lead to the closure of specific units.

Now it is clear that the company is withdrawing from the external warehousing model entirely to centralize distribution to the headquarters.

We have closed our 3PL warehouses and today handle all logistics from Gävle, confirms Björn Andersson.

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