According to the annual report, the company operates retail and e-commerce within dropshipping, focusing on smaller products for the home. In the management report, the board describes the development:
Net sales increased between 2023/2024 and 2025 due to newly opened stores within e-commerce and organic growth of existing stores.
The increase in turnover is also reflected in the result. Operating profit landed at just over one million Swedish krona in 2025, compared to approximately 300,000 Swedish krona in the previous period.
Low Ratings and Criticism
At the same time as the company shows financial growth, reviews on the Trustpilot platform show that several of the company's niche stores are struggling with dissatisfied customers.
For the store Kattlandet, the current rating is 1.7 out of 5 stars, based on 147 reviews. Recurring criticism from customers concerns long delivery times and poor product quality.
Very long delivery time and Chinese-made junk. Dropshipping.
Another reviewer expresses similar dissatisfaction regarding the pricing compared to other foreign platforms:
Buy at your own risk. Broken items for expensive money. Available to buy on Temu for a tenth of the price.
Misleading Marketing According to Customers
A similar pattern is seen at the company's other store, SweSocks, which has a rating of 2.0 out of 5 stars based on 91 reviews. Here, criticism is often directed at the fact that the company's name and profiling give the impression that it is Swedish production, when the goods are actually shipped from abroad. A disappointed customer writes:
The company claims to be Swedish, but my socks were shipped from China!
Another customer describes the business model in their review:
A so-called "Swedish" company, rather a middleman for a Chinese product like Shein and Temu and similar cheap retailers.
The company has, according to Trustpilot, responded to some of the reviews and refers, among other things, to the fact that personally manufactured products require longer production time and therefore entail a longer delivery process.
In addition to Kattlandet.se and SweSocks.com, the company also operates TheDoggyland.com.