During the second quarter, Boozt's turnover increased by 13 percent, reaching SEK 2.1 billion. Operating profit, however, decreased by 10 percent to SEK 94 million. Adjusted operating profit, meanwhile, increased to SEK 133 million.
Women's fashion is turning upwards
One of the factors behind the quarter's sales was activity among female customers. After a period of downward trends, the women's category turned around and grew by almost 10 percent.
An updated assortment with new brands has contributed to the development, which has also generated sales in the other categories.
When we started 2026, our ambition was clear - to return to double-digit growth. We are a growth company, and growing is in our DNA. After a 2025 marked by important structural changes, we stood on a solid foundation with a clear plan to accelerate. I am pleased that the results came faster than expected, with 13 percent growth during the second quarter, says Hermann Haraldsson, CEO of Boozt.
Refining the business
To prioritize the main categories of e-commerce, the company has implemented organizational changes. This includes staff reductions and terminated software agreements, which burden the results with one-time costs. The purpose is to free up internal resources to develop the consumer offering.
Winning in a competitive market requires focus and discipline. As growth in our core business accelerated, we saw an opportunity to sharpen our commercial execution, which led to the decision to close Boozt's B2B gift shop, an early-stage initiative, says Hermann Haraldsson.
The e-commerce company has integrated AI during the period to manage product images and assist customers with purchases. According to management, the new technology has lowered costs and increased conversion for the company.
The company has also moved its headquarters to Copenhagen during the year. The move has incurred one-time costs and triggers an exit tax that will affect cash flow going forward.
The defensive initiatives during 2025 were necessary, and they are now starting to yield results. We are selling more, have fewer campaigns and are using our marketing budget smarter than ever. It is sustainable, high-quality growth with improved profitability, says Hermann Haraldsson.