The group consisted of the parent company Sommare Holding AB and the subsidiaries Sommare Group AB, Sommare Sportswear AB, Sommare Horsewear AB and Sommare Profil AB. The strategy was to phase out the physical store in Gävle in favor of a purely digital presence.
The business model involved offering free web shops to associations, clubs and stables. The idea was that members would try on clothes when company agents visited, then order the products online. The concept expanded to cover a variety of sports, from ice hockey and football to swimming and padel.
To reach across the country, the e-commerce retailer launched a recruitment campaign to find sales agents in nineteen different districts, stretching from Norrbotten to Skåne. The company hired "targeted people with driving licenses and commitment", as well as local profiles within various sports.
The Dream Born From The Pandemic
The story of the e-commerce venture began when CEO Emma Sommare started the family business Sommare Profil AB. In a previous interview with Företagarna, she explained how the pandemic changed the conditions for the industry, leading her to realize her dream of a customer-focused company.
Together with her husband Jonas Sommare, she opened a physical store and production facility under one roof in Gävle, inspired by her mother's 20-year journey in the promotional clothing industry.
The business was based on in-house processing of printing and embroidery on site, and initially the company grew and created new jobs in the region.
Growing Holding Company And Bleeding Subsidiaries
The financial statements for the fiscal year 2023 (which are the latest available) show a split economic picture.
The parent company Sommare Holding AB experienced an upswing after winning a procurement contract. This increased turnover by over 440 percent to SEK 3.4 million. Operating profit also turned upwards, landing at almost SEK one million, compared to previously -SEK 325,000.
For the equestrian sports company Sommare Horsewear AB, sales went in the opposite direction. Turnover fell by 44 percent to SEK 1.6 million. Operating loss plummeted to -SEK 817,600, compared to approximately SEK 731,200 the previous year.
The subsidiary Sommare Sportswear AB, which was started last, had a turnover of approximately SEK 248,400 and reported an operating loss of -SEK 80,900 for its first active year. Sommare Group AB had a turnover of SEK 0 with an operating loss of -SEK 132,900.
The original subsidiary, Sommare Profil AB, increased its turnover in 2023 by 52 percent to SEK 7.2 million. At the same time, operating profit fell from approximately -SEK 395,000 to -SEK 917,000 in 2023. The same year, the subsidiary was sold to Sommare Group AB.
Towards the end of 2023, several of the companies had consumed more than half of their share capital and were forced to prepare balance sheet checks.
The Debts That Sank The E-Commerce Group
After the e-commerce stores stalled in 2025, the financial problems began to grow. When the companies in the Sommare group went bankrupt in spring 2026, there was a history of unpaid taxes, late payment fees and claims from various suppliers.
The parent company Sommare Holding AB had a historical debt balance with Kronofogden (Swedish Enforcement Authority) of close to SEK 600,000 as of February 2026. The general claims historically amounted to approximately SEK 365,000 and consisted largely of unpaid taxes and late payment fees for annual reports. In addition, the company had individual claims totaling SEK 260,700. There were also applications with the authority for close to SEK 80,000.
In May 2025, Kronofogden conducted an enforcement attempt at the holding company where they examined bank accounts and vehicle registers, but found that there were no assets available to cover the debts.
For the equestrian sports company Sommare Horsewear AB, the current debt with Kronofogden amounted to approximately SEK 250,000 in mid-May 2026. The entire amount consisted of general claims. An enforcement attempt was also made here during spring 2025 where no assets were available for seizure.
Sommare Sportswear AB had a current debt of around SEK 24,000 to the state shortly after the bankruptcy. Historically, there were also claims from suppliers of just over SEK 21,000. In the fourth company, Sommare Group AB, the current debt was SEK 25,500 consisting of taxes and fees. Previously, there were also individual claims of just over SEK 20,000.
Bankruptcy For All
For Sommare Profil AB, the bankruptcy proceedings began shortly before the other companies, on March 18, 2026, the company submitted its own request for bankruptcy to Gävle District Court.
In mid-May, the current debt with Kronofogden was SEK 173,500. Historically, the company had been plagued by general debts of close to SEK 300,000, mainly from unpaid taxes, as well as claims from suppliers of just over SEK 130,000. Kronofogden also made enforcement attempts in autumn 2024 and found that assets were lacking to cover the debts.
Gävle District Court initiated the bankruptcy of the parent company in mid-April, and on May 13, the three remaining subsidiaries were forced to throw in the towel.