In the latest compilation from By Benson for the period up to September 2026, a turnaround in the company's finances is visible.
Last year, operating profit was at minus 2.2 million Swedish krona, but this year the figure has risen to 3.6 million Swedish krona. Turnover for the period amounts to 13.5 million Swedish krona.
As a result, the company has already surpassed last year's turnover of 10.6 million Swedish krona by just over 27 percent before the end of the year. And almost all sales, specifically 96 percent, are made via e-commerce.
"We Never Overextend"
To achieve the new profitability, the e-commerce retailer has changed its priorities. The focus has been on ensuring that sales in selected markets generate returns. Every marketing effort is continuously evaluated using data to keep costs under control.
Profitability is the result of long-term work where we have reviewed everything from agreements and costs to marketing and priorities, says Anna Benson and continues:
Our core markets should always be profitable with strong margins, and we work with a very disciplined and data-driven marketing approach where every invested krona must generate a return. We never overextend.
With a more stable financial foundation and increased demand in several European countries, the e-commerce retailer is now choosing to build on the positive trend abroad while broadening the expertise at the top of the company.
New Names on the Board and Growth in Europe
The development is visible across several geographical areas. On the company's five largest markets, sales curves are pointing upwards.
Denmark is the fastest-growing country with an increase of 157 percent. This is followed by Sweden with 113 percent and Germany with a rise of 94 percent. The Netherlands also shows growth and, together with Denmark, has now overtaken France in total sales.
To manage the expansion ahead, the board is now being strengthened with new members. One of the people taking a seat is e-commerce profile and former CEO of Gekås Ullared, Boris Lennerhov, who entered as an investor in the company in the spring.
To ensure that the ongoing expansion does not come at the expense of the company's stability, management's continued focus is on managing cash carefully.
Focus on Working Capital
The company's strategy is to build a foundation where growth goes hand in hand with profitability. To build long-term stability, management's continued focus is on maintaining full control over cash flow and the company's expenses.
We are focusing on creating a more capital-efficient and robust company, says Pingis Berg-Hadenius.
By optimizing working capital, strengthening margins and prioritizing profitable growth, we have improved both the result and the company's financial position.
Maintaining a tight budget while increasing sales is a balancing act that, according to the chairman of the board, benefits the entire business. Instead of just chasing volume, value is built in the company, which in turn provides more room for maneuver going forward.
This creates shareholder value because the business can grow with a higher return on capital and greater financial flexibility. The result shows that strong growth and financial discipline are not opposites, but can reinforce each other, says Pingis Berg-Hadenius.
The full-year target for the company is set at 18.5 million Swedish krona in operating turnover in 2026. So far, the e-commerce retailer has reached 73 percent of that target and has approximately 5 million Swedish krona left to generate in the last months of the year, which historically is the company's largest sales period.