During 2025, Cellbes increased its turnover by just over 10 percent, reaching 583.7 million Swedish kronor. Operating profit also increased, from 28.5 million kronor to 46.2 million kronor, representing a 62 percent increase.
The company describes the year as challenging due to high competition and price pressure, which has required strict cost control.
Moving Logistics Home
One of the year's initiatives was to move return handling from Estonia to its own warehouse in Borås.
The goal of the move is to gain a closer overview of the entire process and build closer collaboration with the rest of the business, in order to adapt the e-commerce for the future.
It creates better conditions for efficiency and quality and enables faster return of goods to the warehouse and refunds to customers, says CEO Charlotte Nordén to the website.
New Marketplaces and AI
During the year, the company also rolled out its brand on the About You platform in four different markets. They have also been selling via Zalando for some time, where Germany is the market with the highest sales.
Internally, the business has adjusted to work more data-driven. The company has invested in AI and analytical tools to steer marketing, assortment and inventory optimization more accurately.
At the same time, they have chosen to focus on skills development and building clearer self-leadership among employees.
Brighter Prospects
After a year with a cautious consumer, the company now sees signs that purchasing power is returning. During the first half of 2026, sales in Sweden have increased by just over 10 percent.
In addition, a trend is visible where the proportion of returns is decreasing. According to the company, this is linked to a more focused range and an increased focus on basic garments.
At the same time, consumers remain aware and careful in their purchasing decisions, which we believe is a trend that will persist. For us, this means that we must continue to be relevant through the right products, the right price and a strong customer experience, says Charlotte Nordén.