Last year, Ehandel.se reported on the company's AI initiatives to reduce returns and the opening of its first physical store. However, at the end of 2025, the announcement came that Stronger was forced to lay off 13 employees due to weaker sales development. The newly released annual report now shows the exact figures for the full year.
Financial Overview For 2025
- Net Sales: SEK 231.7 million, a decrease of 22 percent from last year's SEK 297.4 million.
- Operating Profit: SEK -18.2 million, compared to SEK 3.2 million the previous year.
The decline in earnings is primarily a direct result of the company's reduced sales.
Technology Change And Tariffs Affected Sales
The main reason for the sales decline is found in the company's e-commerce channel. According to the annual report, both the conversion rate and traffic have been negatively affected by a platform change implemented during 2025.
Furthermore, Stronger has chosen to pause its investments in certain markets. The reason for this is stated as the risk of increased costs, including those related to US tariffs, and that sales in these markets have been unprofitable.
Dispute, One-Time Costs And Layoffs
In early 2025, Stronger switched to a new logistics partner. This move contributed to lower costs for distribution and warehousing, which had a positive effect on the gross margin. At the same time, the change burdened the year's result in the form of one-time costs. In connection with this, a dispute with the company's previous logistics partner was also settled through a settlement.
The changes in staffing, announced in late autumn 2025, were implemented in early 2026 in order to streamline operations. These personnel changes have also incurred costs that have affected the results for 2025. CEO Martin Hansson commented on the staff reduction in December:
It is very sad information to share. At the same time, it is our responsibility to act when the conditions change.
Physical Store And Wholesale Network Growing
Despite a challenging e-commerce market, the company sees positively on the development in its other sales channels, where expansion has been successful. During the year, sales increased through important wholesale partners in the company's key markets compared to the previous year. At the same time, new partnerships were established and existing collaborations deepened. As a further step in this channel expansion, Stronger also opened its very first physical store during the year.
To return to profitability, the company's focus going forward is on increasing efficiency in marketing, optimizing the range and continuing to strengthen the brand. It also intends to continue improving the customer experience on the new e-commerce platform to build customer loyalty and drive up the conversion rate.