The new retail space of 27 square meters in the Sundt department store will be the brand's second permanent establishment in Norway, following the investment in Oslo. The store will house everything from makeup and skincare to fragrances and accessories.
The expansion in Bergen is part of the strategy to build physical meeting places where customers can experience the brand in person.
Aiming for Billion with New Customer Group
The investment in Norway is happening at the same time as the company is showing strong figures in its latest annual report. In 2025, revenue landed at SEK 807 million, an increase from SEK 708 million the year before. Operating profit for 2025 rose to SEK 218 million, compared to SEK 195 million in 2024.
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According to CEO Johanna Eriksson Hamrén, the physical stores are crucial to reaching a customer group that the company calls "busy but buying". This refers to consumers who are looking for professional and quick help directly in the store.
Norway has long been a key market for the company and accounted for 19 percent of total revenue according to figures from July 2025.
The new retail space reflects our ambition to build physical meeting places for beauty, where we want to bring our community closer to the brand through experiences, inspiration and personal meetings, the company writes about the establishment.
Global Expansion and Local Logistics
While the focus is on the Nordics, the company is moving quickly abroad. In February 2026, the company activated its first warehouse outside of Sweden, located in the United Kingdom. Through a collaboration with logistics partner ILG, the company can now offer next-day delivery in the British market.
The international growth is also visible in other markets. In Germany, sales increased by 47 percent in 2025, a market where the brand increasingly stands on its own feet without being solely associated with founder Bianca Ingrosso.
To attract customers to the new store in Bergen, a reception is planned on opening day. The first 300 paying customers will receive goodie bags containing makeup products worth NOK 1,130.