The results also showed a downward trend during the period. Operating profit fell to 13 million Swedish krona, compared to 19.8 million Swedish krona the previous year. Profit after tax for the year amounted to 10.1 million Swedish krona, compared to 15.8 million Swedish krona for 2024.
According to the report, the lower figures are partly due to internal change work. The administrative report explains the strategy and its impact on sales:
During the financial year, the company has carried out a rebranding and repositioning in order to strengthen the brand's market position in the long term. The restructuring has affected sales during the year, which has been an expected consequence of the strategic direction.
In addition to the internal work, external environmental factors and production challenges have played a role. The company describes the economic climate in the report:
The financial year has been characterized by a challenging market situation with continued macroeconomic uncertainty and a weaker trading climate in several of the company's major markets. Consumers' purchasing power and demand have been subdued, which has affected the company's turnover.
The subdued demand has led to inventory values exceeding the company's long-term target level, but the situation is considered manageable by management and measures have been taken to gradually adjust the inventory. At the same time, certain challenges within production have affected the launch rate of new products during the year.
The company's founder and CEO Madelene Törnblom has previously stated that there is no concern about a temporary loss of profit, as the focus is on long-term investments and expansion. This direction is confirmed in the new annual accounts, where the goal going forward is to continue developing a sustainable and profitable business model with efficient internal processes, and to diversify sales channels to reduce exposure to individual markets.
The report also shows that Maya Delorez has implemented a geographical change after the end of the financial year. The company has moved its headquarters from Uppsala to Stockholm, a step that is expected to create improved conditions for the company's continued development.