From October 17th to 18th, Slöjd-Detaljer will open its new store on Västra Hamngatan in Gothenburg. This will be the company's second store in the city and the fifth in Sweden.
The choice of a central location is based on the goal of reaching customers in their everyday environment and meeting an interest in creation. The company sees a trend where consumers are seeking crafts as a contrast to time spent in front of digital screens.
We see how many want to put their mobile phones aside for a while and create something themselves. A store in the heart of Gothenburg City makes it easier to step in, feel the materials and get help along the way, says Caroline Hedberg, Deputy CEO and Marketing Manager at Slöjd-Detaljer.
Figures behind the facade
Alongside the expansion of physical stores, the company has had a year of change.
The annual report for the financial year 2024/2025 shows that turnover decreased by 4.5 percent, from SEK 129 million last year to SEK 123.1 million. Operating profit declined and landed at minus SEK 1.3 million. Last year, operating profit was plus SEK 281,000.
Investments and platform changes
The lower result is explained by reduced purchasing power among households, but largely also by internal changes. Slöjd-Detaljer has during the year carried out a change of both business system and cash register system after the previous supplier chose to discontinue its software. This work has required investments of just over SEK 13 million.
The company's CEO Peter Medin has previously stated that e-commerce lost momentum during this period as many resources were directed towards technology, while the physical stores simultaneously held up well. Now the focus is on the new technical platform contributing to more efficient routines for the future.