Just a couple of weeks ago, it became clear that The Body Shop's new Swedish-Danish ownership group, led by four former executives, has turned the business around. The first extended financial year, covering 16 months from September 2024 to December 2025, resulted in a turnover of SEK 82.8 million.
Operating profit landed at SEK 13 million, giving an operating margin of 15.7 percent – a figure that exceeded the owners' initial goals.
Building for Online Growth
With capital in the company, the business is choosing to continue investing in its digital presence. The company is now appointing three specialist roles to operate across the markets in Sweden, Norway and Denmark.
Madeleine Isaksson Dragomoiris joins as Head of E-commerce. She will be responsible for the technical development of the online stores, the customer journey and connecting the online store with the physical store network. She comes from previous roles within the beauty industry.
It will be fantastically exciting to take responsibility for e-commerce at The Body Shop Scandinavia. There is a strong foundation to build on and I see great opportunities to continue developing both the business and the customer experience," says Madeleine Isaksson Dragomoiris, continuing:
I am particularly looking forward to working with the team to strengthen the interaction between e-commerce and our stores. With the customer at the center, local adaptations and a focus on relevance and simplicity, we want to make it easy and inspiring to be a customer of The Body Shop, regardless of how and where you choose to meet us.
Growing Customer Club
To create a clearer structure within the new trio, the company is also reorganizing internally. Mehrnosh Rabiei has, for the past year and a half, had a broad role within the company involving both marketing and e-commerce.
Now that responsibility for e-commerce is being transferred to a new manager, she will instead have a dedicated role focusing on digital marketing and customer relations.
Over the past year, she has helped build the company's customer club, which has quickly gathered 125,000 members in Sweden and Denmark. She will now work full-time with social media and collaborations.
For the past year and a half, I have had the privilege of working with fantastic colleagues to build and develop several important parts of our digital business. I am immensely proud of the foundation we have created and everything we have achieved together. Now I look forward to welcoming Madeleine to the team and having the opportunity to put even more effort into developing our marketing, our customer relationships and our community in all three markets," says Mehrnosh Rabiei.
The third person in the Scandinavian organization will be Andrea Lindberg. She has previously worked with marketing in the Norwegian market but now has overall responsibility for relations with press and media in all three countries.
I look forward to taking on the expanded responsibility for PR in Scandinavia. In a constantly evolving beauty industry, strong brands that dare to stand for something are more important than ever. The Body Shop has, for 50 years, challenged the industry and shown that business can be a force for positive change, including through its commitment to fair trade, women's rights, animal welfare and environmental responsibility. It is a legacy that I am proud to help carry forward," says Andrea Lindberg.
More Stores and Collaborations
The company currently operates 32 stores, the majority of which are run by franchisees. In addition to sales in its own channels, the company has entered into B2B collaborations with 130 different actors. The goal is to continue opening more stores and developing the digital systems.
The company's CEO Mark Hermann believes that the new organization is part of scaling up the business.
We have created positive development in the business and now we are building the organization further for the next phase. With Andrea, Mehrnosh and Madeleine, we get three strong profiles with their respective areas of expertise and a common Scandinavian perspective. We are investing in the areas that will help us reach more people, strengthen our brand and develop customer relationships," says Mark Hermann.