During the fiscal year 2025, net sales amounted to just over 103.4 million SEK, a significant increase from the previous year's 70.5 million. At the same time, operating profit was strengthened to 17.7 million SEK. This represents a substantial recovery for the company, which generated up to 50 million SEK in revenue during 2020, before losing momentum and reporting a million-SEK loss in 2022. The turnaround began in 2024 and now the focused approach is yielding clear results.
When asked about the single biggest reason for the sales leap, co-founder Madelene Fisch highlights the company's uncompromising product development. The company is now primarily known for its trouser designs.
The single biggest factor is that we have been very uncompromising in product development, where we optimize one category, Madelene Fisch tells Ehandel.se.
When the product fits right, it drives both conversion and repurchase, which is what has enabled the growth.
Extensive Transformation
The annual report shows that Madlady has carried out an extensive strategic and operational transformation during the past year to establish a platform for long-term growth. A central part of this has been migrating the e-commerce business to the Shopify platform. Furthermore, the company has moved to new, growth-secured premises and invested in its logistics structure. Among other things, an automated WMS system has been implemented to increase control and cost-effectiveness.
We have practically built away several bottlenecks in the business. This has given us better scalability and a direct impact on both efficiency and margins, although the full effect will be even more visible in the future, explains Madelene Fisch.
Secured Supply Chain
To counter a difficult-to-navigate global economy and inflation, the company has also adjusted its purchasing strategy. The company has established new collaborations with suppliers to strengthen delivery security and diversify risks.
Diversification has been an important point, but also establishing collaborations with actors who can grow with us, says Madelene Fisch.
Then again, no one has escaped delivery problems, but it is important to plan and, in our case, we have the advantage that we work with a product that is not sensitive to trends and seasons, which means that we can dare more.
Dividend and Future Markets
With a very strong financial year behind it, the board of directors now proposes a dividend to shareholders of 15 million SEK. Going forward, the focus is on leveraging the new scalable platform to further accelerate growth.
We continue to invest in domestic markets as well as other countries in Europe, we are currently evaluating which markets we should focus extra on. Regarding product categories, we want to find a good balance among the categories we already have in our range, she concludes.