During the 2025 financial year, Hickap experienced steady growth and reports a turnover of 93.7 million Swedish krona. This represents an increase of 7 percent compared to 2024, when revenue reached 87.3 million krona. At the same time, the company continues to increase its profitability. Operating profit amounted to 19.4 million krona for the year, which corresponds to an increase of just over 6 percent from the previous year's 18.3 million krona.
Advent Calendar Continues to be a Major Attraction
In the annual report, the company explains what drove the growth in the past year. The company points out that e-commerce has been strong, but also highlights its retailers as an important channel:
The increase has been driven by a strong and loyal customer base and positive development in both e-commerce at hickap.com and with our retailers.
Furthermore, the brand's annual advent calendar has once again been a sales success, supported by several product launches carried out during the year.
Reshuffling at the Top
The growing business is also reflected in the workforce. The average number of employees in the company increased during the year from four to seven people.
Alongside the new hires, several changes have taken place in the management team. In January 2025, a reshuffle was carried out on the board of directors where Pär Borgersen, Johan Mattsson and Jesper Rönnbäck left their positions.
The outgoing trio are established names in the beauty industry and are all three involved in, among other things, Svenska Krämfabriken, where Mattsson is CEO, Rönnbäck is chairman of the board and Borgersen is a board member.
They are also involved in several other well-known brands. Rönnbäck is CEO and Borgersen a board member of Pernilla Wahlgren's beauty brand L'Acuila. In Izelbeauty, which is run by Tiktok profiles Iza and Elle, Mattsson acts as chairman of the board with Rönnbäck and Borgersen as members.
Henrietta Backlund and Henry Backlund stepped into Hickap instead. At the same time, co-founder Emil Holmqvist chose to step down as a board member to formally transition into the role of CEO.
Wilma Holmqvist remains a member and Jan Holmqvist continues in the role of chairman. A change in the group structure is also noted, as Hickap is now registered as a subsidiary of Picasso Group AB.