Net sales for the period amounted to SEK 252.3 million, a decrease from SEK 277.9 million the previous year. At the same time, last year's operating profit of SEK 8.8 million turned into a loss of SEK -14.9 million. Profit after financial items landed at SEK -13.3 million, compared to SEK 10.6 million the previous year.
Tough Competition
The company's management report states that during the year, a physical store was opened in Stockholm and investments in its e-commerce platform continued. The poorer financial development is mainly attributed to problems in the supply chain and increasing competition in the industry.
Parfym.se also notes a shift in customer purchasing behavior. According to the report, demand for the company's more expensive range has decreased, as consumers have increasingly sought more affordable alternatives. In terms of geographical markets, the company has faced the greatest challenges in Finland.
Aborted Million-Dollar Deal
Ehandel.se previously reported in the spring about the planned, but now paused, merger between Parfym.se and Bangerhead. The deal was put on hold after one of Bangerhead's suppliers filed for bankruptcy, which subsequently transitioned into corporate restructuring.
Parfym.se's CEO Jonas Häggqvist commented on the developments in March:
We were of course aware that Bangerhead was in a tight financial situation, but we could never have believed that a supplier would file for bankruptcy. We still want to do the deal, but right now everything is on hold.
The annual report confirms that the merger was not completed after the end of the financial year. The failed deal had direct consequences for Parfym.se, as a planned refinancing of the company was delayed and could only be carried out in March 2026.
Savings Program for the Future
As a response to the economic pressure, Parfym.se has launched a cost-saving program aimed at reducing the company's fixed and variable costs. However, the tough price competition has continued into the new financial year (2025/2026), where the start has been below the levels of the previous year. The Board of Directors still believes that the forecast for the rest of the year is reasonable due to the implemented savings, and that the conditions for continued operation exist.
Strong Position with Customers
Despite a challenging financial year, Parfym.se maintains its position as one of the country's largest e-commerce players. On Ehandel.se's latest top list of Sweden's largest online stores, where sales volume was measured, the company ranked 95th.
When Ehandel.se recently mapped how the same companies perform in terms of customer satisfaction, Parfym.se showed a significantly stronger position. Based on over 55,000 reviews, the company ranked 28th out of 97, with an average rating of 4.4 out of 5, indicating that the company has managed to maintain a high level of service despite market challenges.