At the end of 2025, Seve Michel took over responsibility for Lyko's e-commerce. Shortly thereafter, the company was forced to manage the effects of declining margins, which arose as a result of start-up costs for new warehouse automation combined with price-pressured campaigns. This resulted in a cost-saving program of SEK 100 million per year and a notice of layoffs affecting 70 full-time positions.
For the new e-commerce manager, this meant that the original assignment to further develop the existing business was replaced by the task of redesigning the e-commerce organization. E-commerce has been given a central role in the company's work to streamline processes and centralize resources.
New Competence to Shorten Lead Times
Part of the new e-commerce strategy is to build an organization that can handle information faster and with higher precision. This explains the restructuring that took place in the spring, where the company chose to terminate employees while also recruiting. In connection with 100 people recently leaving the business at the office, 20 new roles were also established.
For the e-commerce department, this means that it is now shifting gears and shifting skills. The company is recruiting several technology-oriented profiles to reduce vulnerability going forward. The goal is to create shorter lead times between purchasing and campaign management.
You have to have a stable foundation when it comes to the data that needs to flow very quickly through the systems. Once we've built this plan, we've thought that it should be the shortest possible time from purchase to campaign management," says Seve Michel to the site.