Late Wednesday evening, it became public that an actor had made an indicative bid for the e-commerce company.
The bidder, whose identity has not been disclosed, offered SEK 76.50 per share to acquire full ownership. However, the major shareholders were quick to reject the offer, as they believe the proposed sum does not reflect the company's full value.
Breakit managed to reach the Chairman of the Board and major owner Morten E. Astrup on Thursday morning, who confirms the plans ahead:
We simply think the bid is too low. Now the stock exchange is the main track. We are working full steam ahead for a listing on the Stockholm Stock Exchange's main list as soon as possible. We want Ellos to become a people's stock, he told the site.
Aims for the Stock Exchange
The decision to reject the suitor comes as the company prepares for an introduction on the Stockholm Stock Exchange in 2026.
Lenders took over the business after a financial reconstruction in the fall of 2024. Today, the Norwegian actor Sissener controls almost 25 percent of the shares.
To prepare the organization for the listing, several processes have been initiated recently. In early June, the company announced that 25 permanent positions will be cut. The purpose is to adapt the business to new technology and integrate AI into the work.
Through the cuts, the company expects to save SEK 19 million each year, with full effect from the third quarter of 2026. The one-time cost of the restructuring amounts to SEK 7 million.
New Share Structure
In addition, a reverse stock split was carried out at the end of May to simplify administration. The solution meant that 40 old shares were merged into one new one, which reduced the total number of shares from almost 800 million to just over 19 million.
To solve the equation for smaller shareholders, a major shareholder stepped in and donated shares free of charge, so that all holdings could be divided equally.
During the year 2025, the group, which in addition to its core business also includes brands such as Jotex and Homeroom, reported a turnover of SEK 3.5 billion. Operating profit for the same period amounted to SEK 147 million.