During the 2025 financial year, Rapunzel of Sweden Holding AB’s turnover decreased by under one percent, landing at 170 million Swedish kronor, compared to 170.5 million Swedish kronor in 2024.
At the same time, the e-commerce company’s operating profit shows an increase of over 280 percent. Operating profit amounted to 3.3 million Swedish kronor, up from 0.9 million Swedish kronor the previous year. However, profit after financial items ended at a loss of 1.7 million Swedish kronor, which is an improvement from the loss of 5.3 million Swedish kronor in 2024.
Sales are distributed across several markets. The Swedish home market generated 67.5 million Swedish kronor, an increase of 6.5 percent compared to the previous year.
Sales in the rest of the Nordic region amounted to 46.1 million Swedish kronor, a slight decrease of about one percent. Within the rest of Europe, the figure was 54.6 million Swedish kronor, corresponding to a decrease of 6.2 percent. The remaining 1.8 million Swedish kronor of sales were made to countries in the rest of the world, where sales decreased by 24.5 percent.
E-commerce and sales are largely done through subsidiaries within the group, including Rapunzel of Sweden OY in Finland and branches in Norway.
Fewer Employees but Higher Costs
The company implemented redundancies during 2025. In connection with this, CEO Annica Rantala told Breakit that the reorganization meant that four employees within the company's support functions had to leave the company.
The recent annual report, however, shows a different figure when it comes to the size of the workforce. During 2025, the average number of employees in the group decreased from 47 people to 38 people, which corresponds to a decrease of nine employees in the business. But despite the reduced workforce, total personnel costs, including social security contributions and pensions, increased from 30.8 million Swedish kronor to 32.6 million Swedish kronor.
Salaries and remuneration to the board of directors and the CEO have also almost doubled during the year to 3 million Swedish kronor, compared to 1.5 million Swedish kronor the year before.