Net turnover for 2025 amounted to SEK 128.6 million. This represents an increase from the previous year’s turnover of SEK 101 million. Operating profit decreased from SEK 4.9 million in 2024 to SEK 4 million in 2025.
Previously, Ehandel.se reported on how Nordic Empire AB launched the website Sugrör.com in 2021 as a protest against the ban on plastic straws. The founder, William Hahne, then called the ban "meaningless symbolic politics."
We offer perfectly ordinary straws in 100 percent genuine plastic - but unfortunately only until our stock runs out, the company still writes on the website.
The current management report shows that the business now extends far beyond the original range. The company primarily operates global e-commerce with a focus on products that combine function and design, with an emphasis on home furnishings and home electronics.
The growth during the past year is explained by an intensification of the company’s international marketing activities. The company also points to horizontal expansion as well as a deepening and broadening of collaborations with strategic partners as driving factors.
The company had an average of 4 employees during the year.