It quickly becomes apparent that the company has not only stayed the course, but has also strengthened its position in the market. When we ask Johan to summarize the past year, he paints a picture of a company that has found the right path.
It’s going really well, and in the way we wanted. We continued to be profitable and significantly strengthened the result, says Johan Forsberg to Ehandel.se.
In 2025, the company's turnover landed at 11.4 million Swedish kronor, an increase of 4.6 percent compared to 2024. However, the really interesting thing lies in the operating profit, which made a significant leap. From 520,000 Swedish kronor in 2024, the operating profit climbed to 1.3 million Swedish kronor in 2025, corresponding to a strong increase of over 157 percent. At the same time, the operating margin increased from 5 percent to 12 percent.
The company's decision to focus on a sustainable business model rather than blind sales frenzy seems to have borne fruit.
The strategy from 2024, to tweak the details instead of chasing growth at all costs, has persisted and had even more effect this year, says Johan Forsberg.
He emphasizes the importance of this balance, a lesson that many others in the e-commerce industry have also learned the hard way recently.
Turnover grew steadily while profitability multiplied, and that’s exactly the combination we’re looking for: grow with margin, not grow and bleed.
European Expansion Gains Momentum
Previously, Ciszere has noticed a positive reception in countries such as the Netherlands and Norway. Now, the focus has been directed outwards with even greater sharpness. The figures and internal statistics clearly indicate that the biggest strides are being taken outside of Sweden's borders.
Europe is where we see the clearest growth right now, says Johan.
This foreign expansion is happening on several fronts at the same time, with both private customers and retailers driving up the numbers. The company is investing broadly but carefully.
Our own e-commerce in the EU almost doubled during the year, and the reseller channel in Europe grew really strongly in parallel.
But instead of jumping over the entire continent at once, Ciszere chooses a more controlled path forward.
We are building it methodically market by market, and it is clear that much of the growth lies here in the future, he says.
Regarding the distribution between sales to private customers and the B2B segment, it is still the company's own channels that lead the way. Both branches are growing, but consumers who shop directly from the brand make up the largest part.
Today, we land around 60/40 in favor of our own e-commerce, says Johan and adds:
It is our single largest channel, but the reseller channel is a strong and important part that is growing.
Quality And AI Build The Future
With a successful year behind them, the question naturally arises as to what lies around the corner. Companies that find a working model are often tempted to quickly scale up. For Ciszere, the future is more about sticking to what is obviously working, without forcing unnecessary risks.
No revolution, rather more of what works, says Johan.
The basic idea is that a well-functioning company creates its own success over time, without having to reinvent the wheel every quarter.
We continue to focus on profitable growth and building a good company from the ground up, step by step.
The vision is security and long-term sustainability for both employees and customers.
We want to build something that stands firm over time: healthy margins, satisfied customers and an organization that feels good. If we do it right, we believe that growth will follow as a result.
To succeed in charming the European men in competition with many other established brands, Johan believes that Ciszere has created a space in the market that is largely its own. It’s about a specific combination of characteristics.
We have found a position that few own, says Johan and explains:
It rests on three parts: a design language that is the perfect balance between casual and well dressed, a quality that is genuinely high, and a price tag that is still accessible.
According to the founder, it is this trinity that makes customers find them and stay.
It is the combination of the three that allows us to reach so many, you don’t have to choose between being relaxed, well-dressed and getting the wallet to add up, he says.
Behind the scenes, the company has also embraced new technology to be able to drive the business forward without the suit becoming too big. AI is no longer a vague future concept but a concrete tool in daily operations.
AI is a big part of how we run the company today, and honestly one of the reasons why we can be a small team and still move so quickly and efficiently.
The technology is used across large parts of the business.
We use it broadly, from warehouse and forecasts to the customer experience, and it is something we are leaning more and more on, says Johan.
A Cool Head In The Pursuit Of Customers
Something that many e-commerce companies struggle with is the cost of acquiring new customers. Money quickly rolls away on digital platforms if you are not careful. Ciszere chooses a slightly cooler approach to paid advertising here.
We are not chasing growth by just pouring more money into Meta and Google, he asserts.
The focus is instead on delivering an experience that makes customers choose to shop again on their own, which in turn keeps down the costs of returns and new customer acquisition.
Our best marketing is a product that lives up to expectations, it gives satisfied customers who come back and fewer returns.
With a stable cash flow and good margins, you can act more independently.
Add profitability and a strong brand on top of that, and we become less dependent on buying every sale.
As the company stands on its own feet financially, there is no immediate stress to bring in external capital, although the door is not completely closed for the future.
We are still profitable and can finance our own growth. At the same time, we are always open to the right partner who can help take the brand to new heights.
Towards The Scandinavian Goal
The vision for Ciszere has long been clear. The dream of becoming one of the major players in Scandinavian menswear is very much alive. When asked if they have come closer to that goal during the past year, the answer is positive.
Yes, one step closer each year, says Johan.
But he is also open that the journey has not been entirely straightforward. External factors have forced the company to adjust the pace to reality.
At the same time, I must be honest: the last few years have offered a lot of unrest in the world, war, inflation, higher interest rates, a weak krona and freight problems, and that has meant that our plan has taken longer than we initially aimed for.
Despite the headwinds, faith in the concept has never wavered.
But as an entrepreneur, you are always a little too enthusiastic about the future.
He emphasizes that it is the timeline, not the ultimate goal, that has been adjusted.
The plan is exactly the same, just with a slightly longer time horizon.
The year 2025 has proven to Johan and the team behind the brand that their strategy for reaching the top actually works in practice.
The goal is still to become one of Scandinavia's largest menswear brands, and 2025 shows that we are building it in a way that holds, he concludes.