Coolstuff, founded in 2004, reports a turnover of SEK 117.5 million for the broken financial year 2025/2026. This is an increase of 4 percent from last year's SEK 112.6 million.
Operating profit also increased, landing at SEK 3.5 million, compared to a loss of SEK -2.7 million the previous year.
According to the management report, a change in the business model is behind the positive development.
During the year, the company continued the transition of its range from a general selection of fun gadgets to a clearer focus on personalized gifts and advent calendars," the report states.
This initiative has been well received by customers. Sales in the new segments have grown rapidly.
The transition has yielded clear results: sales of personalized gifts increased by 84 percent and advent calendars by 53 percent compared to the previous year.
Cost Control and New Address
The change in assortment is a conscious choice to achieve profitability.
To meet demand, the e-commerce retailer plans to continue investing in this personalization business in the coming years. All personalization, such as engraving, embroidery and other similar techniques, is handled in the company's own production facility in Klippan.
In addition to replacing parts of its assortment, CEO Christian Omander and management have also actively worked to tighten expenses within the company. A part of this cost-saving work is the relocation of the company's office.
Work to reduce costs has continued, including through a move of the office to smaller and more functional premises.
Aims for New Countries in Europe
Management now plans to evaluate an establishment of the e-commerce business in more countries. Today, the company sells its goods to Sweden, Norway, Denmark, Finland and Germany.
However, maintaining the positive trend requires that the new product categories continue to sell well as the older assortment is phased out.
Expansion into additional European markets will be evaluated during the coming year, with possible establishment the following year.
The business faces risks in the form of currency exposure and a seasonality where the market for advent calendars is concentrated in October and November. The company also notes that competition is increasing within the segment for personalized products. Despite this, the future looks brighter for the company.
After several years of declining turnover and negative results, the company can once again report both growth and profitability".