Parfym.se’s merger with Bangerhead fell through when Bangerhead filed for reconstruction. The failed deal had direct consequences and delayed Parfym.se’s planned refinancing, which could not be completed until March 2026.
At the same time, the e-commerce retailer faced challenges in the supply chain and increased price competition.
Customers began to seek cheaper alternatives, and the company’s sales met with the greatest resistance in the Finnish market. To adapt, the company opened a new store in Stockholm and implemented a cost-saving program to reduce fixed and variable costs.
Group Financial Development
The downturn affected the entire group of companies, which in addition to the e-commerce business Parfym.se also includes the WLounge hair salon through the subsidiary Fume AB.
Figures for the broken fiscal year, from September 2024 to August 2025, show a loss for the main company, while the hair salon business and the holding company increased their sales slightly.
Parfym Sverige AB had a turnover of 252.3 million Swedish krona, which corresponds to a decrease of 9 percent compared to the previous year. At the same time, operating profit fell to minus 14.9 million Swedish krona, from a previous profit of 8.8 million Swedish krona.
For the subsidiary Fume AB, turnover remained at 1.4 million Swedish krona, an increase of 8 percent. The company made an operating profit of minus 263,473 Swedish krona, which is an improvement from the previous year’s loss of minus 567,866 Swedish krona.
The holding company PSAB Holding AB landed on a turnover of 4.3 million Swedish krona, which was an increase of 4.5 percent. Their operating profit amounted to 385,000 Swedish krona, which was an increase from 347,000 Swedish krona the year before.
Bankruptcy for All Companies
Despite the strategic efforts, capital was not sufficient. In the latest annual report, the e-commerce retailer commented on the situation:
Following completed refinancing and cost-saving packages, the board of directors assesses that the conditions for continued operation still exist.
In early September 2026, Stockholm District Court decided to place Parfym Sverige AB, Fume AB and the parent companies PSAB Holding AB and Parfym Sverige Holding AB in bankruptcy.