The e-commerce company, founded by Bianca Ingrosso and Lovisa Worge, reports a turnover of 17.9 million Swedish krona for the 2025 financial year. This represents a decrease of 16 percent from the previous year, when turnover was 21.3 million Swedish krona.
However, despite the decline in sales, the company's results improved. The loss amounted to minus 1.6 million Swedish krona, compared to minus 4.6 million the year before.
Cancelled Launch and New Systems
When the e-commerce company’s first watch was launched last October, it quickly faced criticism regarding its design. The negative publicity led the company to halt sales completely, mid-launch.
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However, cancelling a product launch at that stage involves financial risk. The company states that it managed to reach an agreement with its supplier, which allowed it to reduce the direct costs of the sudden decision to withdraw the product. According to management, this meant that the cancelled watch venture ultimately had a limited impact on the company's total sales for the year.
We managed to minimize the costs associated with the project and have taken valuable lessons with us for future category launches, says CEO Camilla Tullberg Wengholm to the website.
In addition to product issues, rising prices of raw materials such as gold and silver have affected margins in e-commerce.
The company has since invested resources in rebuilding its digital business. A new web platform has been launched to support future growth, and the assortment strategy has been adjusted. Furthermore, the company has expanded its sales through retailers in Sweden and Norway.
Aims for Black Figures
The start of 2026 appears to be reversing the trend for the company. Thanks to the new e-commerce initiatives and expansion through retailers, growth has been reported in the first months of the year.
The focus is now on ensuring that the new platform and distribution bear fruit throughout the year.
Our primary goal for 2026 is to become a profitable company. We have started the year with double-digit growth and are profitable so far this year, which gives us a good starting position, says Camilla Tullberg Wengholm.