During 2024, the parent company experienced strained liquidity. In the 2024 annual report, the board noted that a previous investment in e-commerce and B2B had not yielded the expected returns. This, combined with pandemic debts and existing guarantees, led to a reconstruction which was completed during the spring of 2025. As part of streamlining operations, the wholesale and e-commerce divisions were separated from the physical retail business, which now remains in the parent company along with the café operations.
New Digital Platform
The new e-commerce company was registered in the spring of 2025. During the first months of the year, an upgrade of the website was carried out, with e-commerce migrating to a new platform to improve the user experience. As Ehandel.se previously reported in connection with the relaunch in May, a platform change to Shopify was implemented.
According to the management report, the relaunch got off to a good start, with sales reaching and exceeding the previous year's levels without increased marketing costs.
According to the first annual report for AbSmåland Online AB, covering the period May to December 2025, net sales amounted to 751,000 Swedish krona. Profit after financial items landed at 199,000 Swedish krona. Although e-commerce currently constitutes a smaller part of the company's total turnover – with physical retail generating 22.4 million Swedish krona in 2025 – there is a formulated plan for digital growth.
Towards the end of 2025, a collaboration with an external partner began, a project that is now continuing in 2026. The new digital initiative is geared towards expansion and now also handles orders to consumers in Denmark and Germany.
"Not Compromising"
The online assortment reflects the company's overall focus, rooted in the founder's upbringing in Älmhult, Småland. The focus is on ecological and recycled home textiles, clothing and furniture. The company's website describes the goal of making it easier for consumers to choose sustainably, with inspiration drawn from a Småland tradition of making the most of what you have.
The core of the digital initiative ties into the company's long-term vision of creating a lifestyle concept where redesign and ecological materials are central.
In both store and online, we want to be a place where people meet, ideas take shape and sustainable choices feel inspiring and not compromising, reads the company's vision.
By running e-commerce in a separate company with a new technical platform and external growth partnerships, AB Småland is now establishing a structure to scale up this presence in the future.