October 2026 has been recorded as the best sales month in Gekås Ullared's history. According to recent figures from the company, the destination generated a total turnover of 953 million Swedish krona during the month, representing an increase of just over 6 percent compared to the same period last year. Of the total turnover, the department store itself accounted for 890 million krona, while the restaurants generated 36 million krona and the accommodation facility contributed 27 million krona.
This new record means that autumn sales now surpass previous peak figures by a significant margin. Already in October last year, the company noted a then-record month with a turnover of nearly 900 million krona. A new sales record was also set in July this year when the department store sold for 928 million krona, a figure that October has now surpassed.
We are summing up a month with unbelievably good sales. In total, we sell for 953 million krona and the destination increased by just over 6 percent compared to the previous year. It's a fantastic start to the autumn high season and we still have some of the year's most intense shopping weeks ahead of us, says CEO Patrik Levin.
Younger target groups drive sales
A significant portion of the month's turnover was generated during the recently concluded autumn holiday week. During the week, 124,700 customers visited the destination and shopped for a total of just over 237 million krona. This is a clear increase compared to the autumn holiday week last year, when turnover amounted to 222 million krona.
According to Gekås, a clear growth is visible in product categories aimed at families with children and younger visitors. During the period, sales of children's clothing increased by 29 percent, while cosmetics rose by 16 percent and toys increased by 6 percent.
We see that the new generation of children and young people are increasingly driving the family's shopping trip to Ullared. They know the trends, know what they want and at Gekås we have the products at the best prices on the market. It's an unbeatable combination even for us adults, says Patrik Levin.
Increased pressure from Denmark and Norway
In addition to increased department store sales, demand for overnight stays has also grown. In October, the number of guest nights at the accommodation facility, which includes hotels, motels, cottage villages and camping, increased by 13 percent. During the autumn holiday week itself, cottages and hotel rooms were almost fully booked, with many visitors combining their purchases with other activities in the area.
An important factor behind the rising accommodation figures is an increased influx of visitors from neighboring countries. So far this year, the number of Danish guest nights in Ullared has increased by 26 percent, while Norwegian guest nights have risen by 14 percent.
I have worked in retail in Denmark myself and therefore have a pretty good feel for the Danish market. I am convinced that Gekås' range and prices will stand up well on the other side of the Sound. And despite the strong increase, there are still many Danes who have not discovered Ullared yet. I see enormous potential there, says Patrik Levin.
Preparing for continued expansion
The high visitor pressure in both the department store and accommodation is in line with the company's long-term expansion plans. To meet the growing customer flow in the long term, Gekås is working on plans to expand the department store by another 50,000 square meters and to expand the hotel capacity in the area.
During the ongoing autumn high season, a total of around 2,100 employees work within the business to handle the large flows of goods and customers. To celebrate the month's sales results, the company is now treating all employees to lunch.
You don't sell for almost a billion krona in one month without incredible employees. It takes a really strong team effort to run this destination and at the same time give every visitor an unbeatable experience, concludes Patrik Levin.