Ehandel.se recently reported that Euroflorist has turned its Swedish business to profit. The 2025 annual report shows that Euroflorist Sverige AB increased its turnover by 1 percent to 87.4 million Swedish krona. At the same time, operating profit took a step upwards from a loss of -661,000 Swedish krona to a profit of 3.9 million Swedish krona.
The improvement in results is partly explained by a reduced workforce, a restructuring phase that the e-commerce retailer now considers complete.
We believe we have a good setup in our Scandinavian unit at present, says Magnus Silfverberg.
But it is not only at home that the figures are moving in the right direction. While the Swedish business has now stabilized after the restructuring, sales gained new momentum across the border in Norway.
Euroflorist Norge AS increased its turnover by 13.7 percent to 22.3 million Norwegian krona. Operating profit increased by 1 percent and landed on 1.1 million Norwegian krona. However, for the Danish counterpart, Euroflorist A/S, operating profit decreased by 11 percent to 1.5 million Danish krona, and turnover landed there at 200,000 Danish krona.
According to the CEO, the success in Norway is due to a broader improvement in the region and strategic choices regarding range and pricing.
We are seeing an improvement across Scandinavia where we have succeeded in combining a good offer with good pricing, and are also seeing a slightly more favorable market. And we have a strong team on site who have been driving the development, says Magnus Silfverberg.
Technology in focus for the parent company
For the parent company Euroflorist AB, the development in 2025 was heavier in terms of figures. Turnover fell by 10 percent to 58.5 million Swedish krona and operating profit decreased from 236,000 Swedish krona to -4.1 million Swedish krona. This decline was due, among other things, to lower volumes and lower IT costs that are billed on to subsidiaries. But the group is not reducing its technological development, with its own e-commerce platform seen as a central part of the business.
Overall, in the group, we have continued to invest as much as in previous years in our technology platform. We see it as key to continued expansion and to taking a leading position in the European gift market, says Magnus Silfverberg.
Brighter times for consumers
During the previous year, sales were affected by customers' reduced purchasing power. Now, well into 2026, however, the landscape is beginning to change, at least in the domestic market. The situation in Europe is more fragmented.
In Sweden we are seeing an improvement. In some other European markets, consumer confidence remains low. We are still growing strongly in some countries thanks to a good offer and a good position on the market, says the CEO.
And the start of 2026 shows growth for the company as a whole. Now, management is looking forward to leveraging the acquisitions and collaborations of recent years.
In the second quarter, the group grew by approximately 7 percent in net turnover and 8 percent in adjusted operating profit, so we are on the right track. We aim to grow further now that our latest acquisitions are fully integrated and thanks to a number of positive projects and partnerships that we have implemented this year, concludes Magnus Silfverberg.