During the 2025 financial year, the company took the next step to expand beyond Sweden's borders. By establishing four new subsidiaries in Denmark, Norway, the United Kingdom, and the USA, the company has built a local infrastructure in its priority markets.
The investment did not stop at digital channels and new corporate structures. During the summer of 2025, the company took the step into physical retail by opening the doors to its first two own stores in Copenhagen and Oslo.
We have had fantastic development during the year, with strong growth in both new and existing markets. Moving from pure e-commerce to also establishing ourselves physically in Copenhagen and Oslo is an important step for the brand. It strengthens both our presence in the markets and the relationship with our customers," says Niklas Najafi Kristensen, CEO and founder of Najell.
Increase in Turnover and Results
The international investment is reflected in the figures for 2025. Turnover increased to 191.8 million Swedish krona, representing a 30 percent increase compared to 2024, when turnover was 147.7 million Swedish krona.
At the same time, the company's earnings development strengthened. Profit after financial items increased by 38 percent to 17.9 million Swedish krona, compared to 13 million Swedish krona the previous year.
The profitability of ongoing operations also increased. The company's operating margin improved to 10.3 percent from last year's 9.7 percent. Calculated on net sales, this represents an operating profit of 19.8 million Swedish krona for 2025, compared to 14.3 million Swedish krona for 2024, which corresponds to an increase of 38 percent.
Continued Expansion and New Headquarters
The expansion has continued in 2026. In the spring, the company opened its first Swedish store in Stockholm, and during the summer, it was the turn of a new store in Danish Aarhus.
To shorten lead times and streamline deliveries to the US market, the company has also established local warehousing in the USA.
At the same time, preparations are underway for the next phase in its hometown of Lund. The 2,600 square meter office on Stora Algatan, originally designed by architect Oscar Hägg, will serve as a hub for the company's future operations.
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The building provides space to gather up to 120 employees within everything from product design and marketing to sales and logistics under one roof. The company continues during the year to invest in product development, physical stores and further international expansion.