The razor company Estrid grew from a startup to reach a turnover of 800 million Swedish krona in seven years, while distribution was expanded to 17,000 physical stores. However, the rapid expansion presented challenges for the internal organization, requiring action from management. The company's CEO and co-founder Ben Eliass made the decision to restructure the business at all levels.
Everything had just happened so incredibly fast and the business simply hadn't kept up. The company needed to be professionalized from top to bottom at all levels, says Ben Eliass to the website.
Cost-Cutting Package Had Financial Impact
The change work during 2025 involved a careful review of all the company's costs. The effects of this are visible in the financial reports for the period. In 2025, Estrid's turnover decreased by 9 percent to 785 million krona. Operating profit ended at minus 5.5 million krona, compared to a positive operating profit of 7.6 million krona in 2024.
In 2026, the trend has turned upwards as a result of the implemented measures. Prices have been increased by around 8 percent, while marketing costs have been reduced by 20 percent.
In addition, fixed costs have decreased by 40 million krona between 2024 and 2026, which has meant that around 20 employees have left the company.
Towards Profit Record
The reduced expenses and price adjustments have had a direct impact on the bottom line during the current year. The company is now approaching being debt-free and has no need for external capital. Off the stock exchange, the e-commerce company is valued at approximately 1.8 billion krona in unofficial share trading.
During the first five months of 2026, it improved by 65 million krona compared to last year. The budget for 2026 is plus 100 million krona, but right now we are on track for an operating profit of 120 million krona. It feels really fantastic, says Ben Eliass.
The ownership structure of the company is spread, with Ben Eliass being the largest owner with 23 percent, followed by co-founder Alan Aygün with 20 percent and the venture capital company Euler with just over 10 percent. Management does not currently want to comment on any plans for a future stock exchange listing or sale.