Bubbleroom, formally New Bubbleroom Sweden AB, is now stepping up its geographical expansion. The company plans to launch direct sales via its own e-commerce sites in up to nine new European markets. Launches are planned in three countries during the fourth quarter of 2026, with Austria being the first, opening next week.
The continued expansion builds on the company's launches in the second quarter of 2025 in Belgium, the Netherlands and Germany. According to Bubbleroom, these establishments have shown positive signals in terms of both traffic and conversion. The plan ahead also includes rolling out its own online stores in an additional four to six new markets during the first half of 2027.
The investment is supported by a scalable technical platform and increased use of AI. The goal is to be able to establish a presence in new markets in a cost-effective manner, without having to expand the central organization.
We have worked methodically with our geographical expansion and used the past year to evaluate and learn from the markets we opened in 2025. Now we see good opportunities to accelerate the next phase," says Magnus Månsson, CEO of Bubbleroom, and continues:
We want to make Bubbleroom accessible to even more customers and continue to strengthen the brand's international presence. With the experiences from our previous establishments, a scalable tech platform and an increasingly efficient use of AI, we have created good conditions for expanding in a capital-efficient way. Our ambition is clear, to build long-term and profitable growth.
Strengthened cash flow and own sales
The expansion comes at a time when Bubbleroom has recently shown strong sales in its own channels. Something that has also given the company a stronger financial position ahead of the expansion is that it recently sold its warehouse in Borås with the aim of freeing up capital.