The company was founded in 2017 by entrepreneurs Olof Jakobsson and Jacob Thörn. The business idea was based on the import and sale of gift items, sports equipment and smart everyday products. The first few years were characterized by expansive growth. In the spring of 2021, the company reported that in three years it had gone from zero to 100 million Swedish krona in turnover.
In a previous interview with Ehandel.se, the company explained that the growth was partly made possible by "a scalable marketing model and a test-based system for product purchasing". The company quickly expanded to six European countries and invested in brand building through TV advertising, podcasts and influencer collaborations.
Falling Turnover and Financial Difficulties
After the initial years of growth, turnover has decreased systematically. From the peak year of 2020 with a turnover of close to 100 million Swedish krona, turnover has practically halved in the following years. Last year, sales stopped at 6.4 million Swedish krona. Parallel to the declining revenue stream, the company has reported negative results for the last three years. Despite the difficulties, the annual accounts were prepared on the assumption of continued operation.
The company has reported losses for several years and also reports a negative result for the 2025 financial year. Furthermore, the company's equity amounts to a negative amount as of the balance sheet date. The assessment is based, among other things, on the fact that the board of directors assesses that the company's inventory contains significant values that can be realized through future sales," they wrote in the latest annual report.
In addition to the booked losses, current credit information shows that Stores For You AB, at the time of the bankruptcy decision, had a debt balance with the Swedish Enforcement Administration of over 3.8 million Swedish krona. In addition, there were active temporary tax deferrals amounting to approximately 1.5 million Swedish krona.
Martin Sjöström at Cirio Law Firm has been appointed bankruptcy administrator by Stockholm District Court to handle the matter.