Instead of selling the entire company to a single buyer, the company has now chosen to sell shares to the public. In this way, the group hopes to raise SEK 300 million. The capital will be used to pay current expenses and help the company continue to grow.
A listing is also expected to increase awareness of the group's brands, including Jotex and Homeroom, and make the company more attractive as an employer.
This is a pivotal moment for Ellos Group, says CEO Hans Ohlsson.
We have now reached a stage where our long-term strategy has been validated, with profitable growth, stronger cash flow and a more robust capital structure providing a solid foundation for our next phase of development. With our strong market position, scalable platform and clear customer offering, we are well equipped to continue our growth journey.
Billion-Dollar Turnover and Growing Profitability
The company has shown positive financial development in recent years. Turnover increased from SEK 3.3 billion in 2024 to SEK 3.5 billion in 2025. This corresponds to a growth of 4.3 percent.
At the same time, adjusted operating profit grew from SEK 177.2 million to SEK 219 million during the same period, an increase of 23.6 percent.
The strategy is based on focusing on what the company calls the "woman in the middle of life". This target group has contributed to the e-commerce retailer currently having a customer base of 2.9 million active customers around the Nordics.
Trading Starts After Summer
As early as June 11, the stock exchange committee approved that the company meets the requirements for a listing. Assuming market conditions allow, trading is expected to commence during the third quarter of 2026.
Several existing owners and new investors have already committed to purchasing shares for a total of SEK 204 million in the upcoming offering. The price tag in this commitment values all shares in the company at up to SEK 1.5 billion.
Since I joined the company as an investor and chairman of the board, I have followed the successful development closely, including a clearer focus on profitable growth and efficiency, says Chairman of the Board Morten Eivindssøn Astrup.
The listing marks the beginning of a new chapter, and I look forward to continuing to support the long-term development with the help of a broadened shareholder base.