Hobbyisterna i Stockholm AB, which operates, among other things, the flagship Alphaspel, as well as the online stores Hobbyland and Alfa Hobby, has completed the 2025 fiscal year. According to the recent annual report, net sales in the parent company increased by 11.8 percent to SEK 89.1 million, up from SEK 79.7 million the previous year.
The group conducts sales of board games, model games, models and miniatures via e-commerce, physical stores and trade fairs. Growth has been steady in recent years, from SEK 64.6 million in 2022 and SEK 71.7 million in 2023 to now approaching the SEK 90 million mark. Alphaspel's inclusion on Financial Times' list of Europe's fastest growing e-commerce companies has also received international attention.
The result after financial items in the parent company landed at SEK 1.50 million in 2025, which is in line with the previous year's result of SEK 1.53 million. During the year, the average number of employees increased from 33 to 38, and at the end of the year, equity amounted to SEK 12.8 million.
Consolidating E-commerce in the Parent Company
A central part of the 2025 business year has been an organizational restructuring of the group's online stores. Previously, parts of the web sales were scattered in separate subsidiaries, but during the year, the e-commerce operations have been moved up and consolidated directly into the parent company, led by CEO and co-founder Dennis Rundqvist.
This change is reflected in the figures for the subsidiary Hobbyland AB, which recently came into focus when Ehandel.se interviewed Hobbyland in connection with the adult toy being named Christmas Gift of the Year and demand for construction kits and model building increased. As sales have been transferred to the parent company, revenue in the subsidiary decreased from SEK 4.2 million to SEK 2 million with a result of SEK 33,000.
The company operates an online store for hobby materials, but has during the year allowed sales to be incorporated into the parent company. A winding up of the business will take place in 2026, the board writes in Hobbyland's annual report.
Turnaround to Profit in Alfa Hobby
A corresponding transfer has been carried out in the subsidiary Alfa Hobby AB. There, net sales fell from SEK 6.1 million to SEK 4.6 million in 2025.
During the financial year, web sales have been transferred to the parent company, the company notes in the management report.
At the same time, Alfa Hobby turned its result after financial items to a surplus of SEK 93,000, compared to a loss of SEK 401,000 the previous year.
In addition to e-commerce and store operations in the parent company, the group also operates restaurant and event operations in connection with the physical store in Stockholm through the subsidiary Alphaspel & -bar AB. The company had sales of SEK 4.1 million in 2025, compared to SEK 4.2 million the previous year. The result after financial items amounted to minus SEK 950,000, but through a group contribution of SEK 1 million from the parent company, the year's result landed on SEK 40,000.