The business idea is simple. The company cuts out intermediaries and offers perfumes at a fixed price of 360 SEK each. A move that has proven to be a winning concept. When the annual report for 2025 is now published, it is clear that growth continues at a rapid pace.
Turnover for the financial year landed at 155 million SEK. This compares to 87 million SEK the previous year, representing an increase of nearly 80 percent. Operating profit amounted to 40 million SEK, an increase of 101 percent compared to the previous year's 20 million SEK. At the bottom line, the year's result totals 31 million SEK after tax.
The Strategy Behind the New Millions
In the company's management report, several interacting factors are highlighted as explanations for the continued growth. The focus has been on building a loyal customer base with repeat buyers, while attracting new customers through a presence on social media and a clear offer.
During the past year, e-commerce has also been more visible in physical contexts, which is said to have contributed to increased brand awareness. By launching new product categories, the company has also broadened its range and thus created more avenues for expansion.