While sales increased, the annual report shows that operating profit decreased from approximately 2.5 million Swedish krona in 2024 to 0.7 million Swedish krona in 2025. On the bottom line, only approximately 100,000 Swedish krona remained, compared to 1.2 million the year before.
The company's average number of employees increased from 19 to 20 during the year.
Investments in Physical Retail
The decline in profit can be seen in light of the company's previously communicated investments during the year. In March 2025, the brand opened a new flagship store in Bibliotekstan in central Stockholm. The founder and CEO, Elin Alemdar, described the establishment as the company's largest store investment since its inception 23 years ago.
In connection with the presentation of last year's report, Elin Alemdar emphasized the importance of cost control for the fashion company.
We are extremely careful regarding costs and investments. There is a caution in my way of running companies that has meant that we have never bled large amounts of money, she said in May 2025 and added:
Ultimately, it's all about that bottom line.
In addition to the investment in physical retail in Sweden, the company has also announced that it is preparing for international expansion.