The digital journey for the confectionery player began in the middle of last year. By shifting the focus from solely relying on retailers to building its own direct sales, the company has created a new revenue stream.
The work behind the scenes has been directed towards methodically evaluating and improving the customer journey from ad to completed purchase, which quickly became apparent in sales volumes.
We launched e-commerce in July last year and it has moved quickly, we doubled sales month over month until the end of the year, which honestly exceeded our own expectations, says Eliott Spenner.
Currently, a continuous flow of packages is rolling out from the warehouse. The growth is explained by a systematic effort with digital visibility and conversion optimization.
Today we handle around 1,000 orders per month and are still growing. This is a result of us working very intensively with performance-based marketing and continuously optimizing the flows, both on the website and in the ads.
International Ambitions
With the platform in place, the focus is now on new markets. The plan for the current year involves developing what is offered to consumers, but also expanding across more geographical boundaries. Goods have previously been shipped to customers in Denmark, but the company is now preparing the next step in the rollout.
For this year, it's about two things: broadening the range and expanding geographically. We already sell to Sweden and Denmark, but during the year we will launch a new e-commerce channel that will function as a complete supplier for sweets and licorice, a platform with wider reach and clearer international ambition, says Eliott Spenner.
The Store: A Digital Test Lab
While the digital presence is expanding, the new physical store in Stockholm is being prepared. Those who expect a traditional candy store, however, should think again. Finsk Lakrits sees the physical space as a resource for collecting data on consumer behavior and evaluating the range.
The store in Gamla Stan is not primarily a sales location in the traditional sense, we see it more as a research and development environment where we can test new products, categories and customer experiences in a real context, explains the CEO.
To get maximum value from the establishment, the company has ensured that the systems talk to each other. All sales information from the checkout is sent directly into the same digital ecosystem that manages online purchases.
Technically, we have linked all sales and statistics to our e-commerce platform, so we have the same data source regardless of channel. This allows us to make faster and better decisions.
Room for Growth
The omnichannel strategy that is now being rolled out is taking place at a time when the company has got its finances in order.
During the fiscal year 2025, revenue amounted to SEK 22.3 million. Operating profit amounted to just under SEK 0.5 million, which is a turnaround from the previous year's loss of SEK 1.9 million.
Despite the fact that e-commerce already contributes positively to the bottom line, there is a desire for a higher rate of growth.
E-commerce is profitable and growing, but we are far from satisfied with the pace. The strategy is simple: understand the customer better than anyone else in this category, and build everything around that insight, says Eliott Spenner.
To ensure that the sales curve continues in a positive direction, the focus is now on diversifying the business. The ambition to expand the overall offering is to reach a wider range of consumers and thereby create the right conditions for the planned rollout in new markets.
We are also rolling out more brands during the year to be able to take more positions on the market, both in the Nordics and further afield, concludes Eliott Spenner.