The turnover for Ideal of Sweden landed at SEK 386 million in 2025. This represents a decrease of 3 percent from SEK 399 million the previous year. Operating profit improved by 29 percent, ending at minus SEK 25 million, compared to minus SEK 35 million the year before.
Underlying operating profit before depreciation, EBITDA, landed at SEK 7 million.
The e-commerce company has implemented several changes to reverse the financial development. The company has gone from selling in 44 different markets to focusing on a smaller number of selected countries. The organization has also been restructured with the aim of reducing ongoing costs.
We chose to leave markets and products that were not profitable. It's not about customers leaving us, but about us being disciplined about where we choose to compete, says CEO Thomas Raun to the website.
New logistics and reduced tax deferral
The company has moved all its warehousing to a new central warehouse in Skåne. In connection with the move, older goods were discarded, which caused a write-down of SEK 30 million in 2025. The write-down should not affect the company's cash flow.
In addition to the operational changes, company data shows that the company has a remaining tax deferral of SEK 9.2 million in August 2026. This amount has been amortized down from SEK 44.2 million at the end of 2023.
Company register extracts also show that CEO Thomas Raun has been Chairman of the Board since the end of 2024.
The relocation of the warehouse and the clearing out of products are said to be central to cutting costs.
It is proof that the turnaround is working, not only strategically but also in the figures, says Thomas Raun.
Sales above budget
During the first half of 2026, the e-commerce company has performed above its set budget. New product groups, such as watch straps, have been launched and started generating revenue.
Going forward, the company plans to grow within the Nordic countries and expand the range in its wholesale channel.