Behind the e-commerce retailer Pick a Poppy are Layered’s founder Malin Glemme and fashion profile Sofi Fahrman Engelbert. The company sells table settings and interior design inspired by the British countryside, a design concept often referred to as "cottage core".
The business was launched two years ago and sales are made both online and in a physical store. The CEO of the company is Emma Möllare, who previously has a background at the bedding company Linum.
Doubled Turnover
Now, the figures for the 2025 financial year have become public. According to information from Breakit, net sales increased by as much as 116 percent and reached 5.1 million Swedish krona. This is more than a doubling compared to last year's turnover of approximately 2.4 million Swedish krona.
Owners Inject Capital
However, growth has cost money. Operating profit amounted to minus 3 million Swedish krona, which is a loss in line with the previous year. To cover the negative result, the owners have now injected new capital. The parent company Pyrola Holding has made a shareholder contribution of nearly 3 million Swedish krona to support the business going forward.
The focus on the interior design concept has been clear for some time. In November last year Ehandel.se reported that Malin Glemme chose to step down as CEO of Layered in order to, among other things, spend more time on her new business Pick a Poppy.