Swedoft AB initiated its bankruptcy proceedings in mid-August. According to the company's annual report, competition from foreign actors has become increasingly fierce in the Swedish market.
This competition was reflected in the financial statements, with revenue decreasing by 43 percent to 4.4 million Swedish krona during the latest fiscal year. Operating profit simultaneously decreased to minus 562,161 krona, from 986,781 krona the previous year.
Domain continues with former colleague
Customers searching for Swedoft's perfumes online today are not directed to a closed shop. Instead, they are redirected to the e-commerce platform Villa Essence.
This site is operated by the company Niche4all HBG AB. The connections between the two companies are close, as Sfean Alabdon Alhasan, who founded Swedoft, served as chairman of the board of Niche4all until the summer of 2026. Currently, it is Niche4all's CEO Johan Kent Martinsson who is steering the business forward.
On the website, the CEO describes how the idea behind their own brand took shape:
It all started on my enclosed patio, where the passion for quality and fragrance met. What began as curiosity soon grew into a mission – to make niche perfumes accessible to everyone who loves fragrance, without compromising on craftsmanship.
The entire production chain is now managed under one roof, from development in the laboratory to packaging and delivery.
We believe that luxury should not be defined by exclusivity or inflated prices. By managing every step ourselves, we can ensure that what reaches the customer is authentic, of high quality and made with care, they write on their website.
Declining figures also for new owner
Niche4all HBG AB, which now continues to sell the fragrances, has also faced a cooler market.
According to the company's latest annual accounts for 2025, revenue decreased by 33 percent, from 1.8 million krona to 1.2 million krona. Operating profit simultaneously decreased by 11 percent, landing on 98,898 krona, a decrease from the previous 110,867 krona.