After launching its e-commerce platform as a new sales channel during the past fiscal year, Finsk Lakrits is now choosing to expand into the physical world.
The new location is located in the heart of Stockholm, near Stortorget, where visitors from all over the world move around. Previously, the brand has only been available at retailers within the grocery trade, but now an environment is being created where the entire range can be displayed under one roof.
We have always been on other people's shelves. Now we are building our own home for the brand — and to be able to do that in Gamla stan, in the middle of Stockholm, feels just right, says Eliott Spenner, CEO of Finsk Lakrits in Sweden.
Focus on Quality and Experience
The work on the store is part of a long-term plan to increase presence with customers. It is not about a regular candy store, but about a place where materials and interior design will reflect the level of the products.
To ensure that everything is of the highest quality, the goods will be replaced often, and in addition to licorice, visitors will also be able to buy ice cream. The goal is to create a destination where you can stop and taste rather than just quickly buy something with you.
During the year, the company has also changed CEO and implemented price adjustments to adapt to the current market situation.
We are not building a candy kiosk, but a destination. The range should be carefully selected, the products fresh and the experience something to remember, says Eliott Spenner.
Financial Turnaround Enables Investment
The investments in e-commerce and a physical store are taking place after a year in which the company has succeeded in turning around its financial development.
During the fiscal year 2025, revenue amounted to SEK 22.3 million, compared to SEK 24.3 million the year before. Despite lower revenue, the result improved significantly. Operating profit amounted to SEK 418,877, a clear improvement from the previous year when the company reported a negative operating result of SEK 1.9 million.
This positive development has created room to invest in the future and build its own sales channels both online and in Stockholm.
The turnaround to profitability gave us the opportunity. But the store is not just about sales — it's about showing what Finsk Lakrits is and where we are going. After fifteen years, the brand finally gets its own window, says Eliott Spenner.