Last year, the company's turnover reached SEK 68.2 million, a decrease of almost 6 percent compared to 2024. At the same time, operating profit also decreased, by 42 percent to SEK 6.5 million. But despite the tougher economic climate, the company is now choosing to accelerate its digital efforts.
The new B2C channel is a response to how the market has changed and a way to meet future purchasing behaviors.
Our collaboration with our retailers is still the foundation of our business and something we highly value, says Nina Andersson, CEO of Blomdahl.
But as e-commerce grows, customers' purchasing habits have fundamentally changed. Today, many expect to be able to find information on their own and click their goods home directly. This is the digital everyday life that the company is now adapting to, without letting go of its historical core business.
Therefore, our D2C initiative is not about investing less in B2B, but about complementing our existing business and meeting the customer where the customer is.
The online store should therefore be more than just a transaction point. The idea is for the platform to function as an information hub for health and materials.
Our own e-commerce gives us the opportunity to educate more people about issues such as sensitive skin, nickel allergies, material choices and safe piercing. We see it as a channel for knowledge, inspiration and relationships, as much as a sales channel. Our ambition is to create a stronger overall experience where physical stores, pharmacies, distributors and digital channels work together to strengthen each other worldwide, says Nina Andersson.
Skin Before the Price Tag
Selling jewelry online is not an easy task, however. It is a market where new brands are constantly emerging and competition for customers' attention is fierce.
For Blomdahl, the strategy is not about entering a classic price war. Instead, they will use their medical heritage from Halland to build trust that goes beyond fast trends and retouched product images.
We don't think we'll win by shouting the loudest or being the cheapest. However, we can create value by being the safe choice for people around the world who cannot or will not compromise on what their skin is exposed to, says Nina Andersson.
The company has a history of working closely with healthcare and following medical device standards. This background will now serve as their sharpest competitive advantage.
Blomdahl has a position that other jewelry brands do not have. Since its inception, we have focused on documented skin friendliness, medical safety and top-class quality, says the CEO.
This foundation is becoming increasingly important as consumers demand greater transparency and want to know what the products they wear actually contain.
The digital journey ahead is therefore largely about public education and physical anchoring.
Our strategy is to build long-term trust through educational content, clear transparency regarding materials and production, and a strong customer experience. We want to help the customer understand the difference between a piece of jewelry that just looks good on the surface and a piece of jewelry that is also really kind to the skin, says Nina Andersson, adding:
In addition, we have a great strength in our international network of physical piercing retailers. This gives us credibility and presence in many markets that are difficult to replicate digitally.
But going from selling by the pallet to pharmacies and healthcare facilities, to packing and shipping individual earrings to consumers around the world, requires completely different muscles internally.
An Organization in Transition
Much of the machinery that has made the company successful in B2B can certainly live on, but the new initiative has forced an adaptation of how the organization is structured.
Much of the knowledge that has made us successful in B2B is directly relevant to D2C. Our product development, quality work, regulatory expertise and understanding of customer needs are the same, says Nina Andersson.
However, D2C requires new skills in areas such as digital customer journey, content, CRM, conversion optimization, data-driven working methods and direct customer dialogue. Therefore, we have been preparing the organization for a long time by developing both working methods and skills in e-commerce and digital marketing.
The current launch is, however, only the first step in a marathon race. The company sees the construction of the online store as a project where they will constantly tweak the details.
We have just begun building our global D2C initiative and will gradually develop both offerings, customer experience and digital services in the coming years, says Nina Andersson.
Our ambition is to create a long-term strong omnichannel business where e-commerce, retailers and distributors together strengthen Blomdahl's position in the market. The goal is not to create two separate worlds, but to build an organization where marketing, e-commerce, customer service and our international partners work towards the same customer experience and the same brand promise.
Challenging the Low-Price Wave
While the organization itself is being trimmed to build a bulletproof e-commerce platform, a wave of extremely cheap products from Asian platforms is washing over the market. Standing out with safety and Swedish production when competitors sell jewelry for pennies is also an obstacle to overcome.
But as Nina mentioned at the beginning, Blomdahl will not be drawn into the battle for the cheapest price tag. The company instead relies on consumers actually starting to care about what they choose to wear and where things come from.
There is always a market for the lowest price, but there is also a growing group of consumers who want to know what they are buying and what they are actually exposing their skin to, says Nina Andersson.
We see that many consumers are starting to ask questions that were rarely asked before: What does the product contain? Where is it manufactured? How does it affect the skin? Can I trust the information?
And the answers to those questions should be incorporated into the structure of e-commerce, where openness about production in Halmstad will function as a shield against mass-produced offerings from abroad.
Here, Blomdahl has an inherent strength. For a long time, we have built our business around quality, safety and traceability. We work with medically oriented processes, have certifications and quality systems that place high demands on documentation and control, and we can be transparent about both material choices and quality assurance.
Showing how it actually works behind the scenes in the factory will be the key to winning customers' hearts online.
In e-commerce, we will place great emphasis on making this information easy for the customer to understand, says Nina Andersson.
We believe that trust is built when you openly show how products are developed, tested and quality assured. In a time when many products compete with low prices, we believe that more and more consumers will value safety, transparency and long-term quality.
The Hunt for the Perfect Delivery
Something else the company also needs to tackle is a more practical challenge. Jewelry is admittedly easy to package, but sending thousands of small orders to buyers in different countries requires a machinery that doesn't eat up margins.
The solution for Blomdahl is about finding exactly the right balance between the customer's demands for speed and the company's need for cost control from the warehouse on the west coast.
It is of course a challenge, but also an opportunity, says the CEO about the logistics puzzle.
Our products have the advantage of being small and easy to distribute internationally, but customers have high demands on the delivery experience. Our focus is therefore on creating efficient flows, smart packaging design and the right logistical solutions for different markets.
To get the calculation to add up, they have been forced to think about the routes out into the world and how the packages are designed.
We are working to optimize assortment, order values and customer experience to create a business that is sustainable for both the customer and for us.
Ultimately, the digital transformation is not just about platforms and shipping solutions, but about sticking to what has built the company from the beginning.
The most important thing is not actually to send a piece of jewelry from point A to point B. The most important thing is to deliver the same safety, quality and care that Blomdahl stands for, regardless of whether the customer shops via a pharmacy, a doctor or directly from us online, concludes Nina Andersson.