The purpose of the establishment is to give visitors a chance to examine the company's range of posters and canvas prints in reality, to be able to see details and materials beyond the screen.
Today we discover much of our art online, and we wanted to create an opportunity to meet our art and collections in a physical environment. Desenio was founded in Stockholm, so it feels extra fun to create a place for art in the middle of the city, says Erik Flinck, CEO of Desenio.
New Strategy After Loss Year
The investment in a physical meeting place comes at a time when Desenio is trying to reverse a downward financial trend. The Group's annual report for 2025 showed that turnover decreased by 14 percent to SEK 738.2 million. The final result landed on a loss of SEK 278.3 million, which was affected, among other things, by a large write-down of goodwill and costs for redundancies and refinancing. In connection with the financial year-end, the company was also forced to adjust historical errors in its revenue recognition.
During the current year, management has changed its strategy with an increased focus on profitability over volume. This has meant that orders with lower values have been deprioritized. The quarterly report for the second quarter of 2026 showed an improvement in operating profit compared to the same period last year, and the company noted profitable growth in the American market.
Evaluating the Future
At the same time as the operational management of the subsidiary Desenio AB has recently been reshuffled, the company is now continuing to explore new business and customer meetings with the new showroom on Sturegatan. There are openings for it to become a longer-term feature of the company's strategy if the evaluation is successful.
I think this is an exciting experiment that we hopefully can build on, comments Erik Flinck.