During the financial year 2025, the company's turnover remained stable at SEK 5.7 million, which is virtually unchanged compared to the previous year. At the same time, the company chose to optimize its operations, resulting in an increase in operating profit of 113 percent.
The result amounted to SEK 1.3 million, an increase from last year's SEK 0.6 million.
The founder and CEO describes the underlying strategy as a transition from a build-up phase to a focus on positive cash flow:
After several years of investment, we were able to reap the rewards this year. For us, the goal has always been to work structured and methodical towards good profitability," says Tom Flumé.
Prioritizing black figures over increased market share was a deliberate choice. While many players in e-commerce have historically focused on quickly increasing sales volumes, Moss & Noor chose a more restrained approach as household wallets tightened.
In hindsight, it was also a wise decision not to chase growth in such a tough economic climate for consumers. Running after rapid growth at the expense of profitability is something other companies in our industry can occupy themselves with," says Tom Flumé.
Looking ahead to new investments
The company, where entrepreneur Gunilla von Platen also owns 15 percent of the shares, has established a basic structure for everything from manufacturing to marketing in recent years.
This platform is now intended to act as a springboard when the company plans its next step. Exactly what the expansion plans look like has not yet been made public, but the capital from this year's profit is earmarked for further development.
We want to reinvest the profit. So new seeds. We are currently looking at various opportunities. We have built an infrastructure within production, distribution, marketing and sales that we can utilize. There are a few different tracks. More on that later," concludes Tom Flumé.