In 2024, Partyhallen generated a turnover of 58.4 million Swedish krona and incurred a loss of 1.6 million Swedish krona. The annual report for the latest financial year, 2025, shows that sales decreased by four percent to 55.9 million Swedish krona, while operating profit rose to a surplus of nearly 800,000 Swedish krona.
A large part of the explanation for the improved results lies in a rigorous pruning of the inventory.
We have removed unprofitable products that sold very well, which reduced turnover. Instead, we have profitable products that generate profit, says Ayman Ammouri.
Over the past twelve months, the company has worked to cut unnecessary costs, including by implementing AI. A significant expense that has been reduced is personnel costs.
Between 2024 and 2025, these fell from 9.4 to 5.8 million Swedish krona, as the average number of employees decreased from 17 to 13.
That has been a large part of our high losses in recent years. Now we have a stable group and we are trying to properly train new staff so that they become as efficient as possible from the start, says Ayman Ammouri.
Cutting costs in daily operations was, however, only the first step in the transformation. To manage the company's historical debts and secure capital for the future, changes at the top of the hierarchy were also required.
New shareholder and halved tax debt
In the summer of 2026, Bilal and Hadi Ammouri chose to leave their board positions to start their own business in IT. The two have been responsible from the start for building up the e-commerce company's technical platform, AI solutions and marketing.
The CEO now runs the company on paper, but continues to receive operational support from the former board members.
They still help quite a bit because they basically built everything from scratch themselves.
In connection with the change, Salar Ashour stepped in as a passive shareholder to inject new capital and build a foundation for future growth.
The money was needed. The company has been burdened with large temporary tax deferrals. At the end of 2024, the debt stood at 10.9 million Swedish krona, a figure that was amortized down to 5.4 million Swedish krona during the second half of 2026. The heavy repayment rate has hampered flexibility in daily operations.
We have worked hard in recent years to reduce debt, which has meant that we have not been able to do what we want, such as building up a large inventory or investing in new products, says Ayman Ammouri.
Despite the tight liquidity, hope remains for the upcoming, and for the company completely decisive, Halloween season. Now that the third quarter is coming to an end, the focus is on whether the e-commerce company has managed to turn the sales trend upwards again and how customers' purchasing behavior compares to last year.
What I can say is that we hopefully will increase a little, compared to last year, says Ayman Ammouri.
The cautious forecast for the current year is, however, only a final step in the company's financial transformation. As the debt burden now shrinks, the company is preparing for a more aggressive expansion phase.
Aims for the Nordics
The turning point is expected to come next year. In 2027, Partyhallen expects to be completely debt-free, which will release the capital required to seriously start taking market share throughout the Nordic region. And preparations for managing that transition are already underway.
During the past month, the e-commerce company has entered into new partnerships and negotiated agreements with several suppliers. At the turn of the year, a completely new design for the online store is also expected, which will be the final step before the company shifts into next gear.
We will push hard next year to both take market share throughout the Nordic region and focus on good profitability. We have set a goal to generate approximately 85 to 90 million if everything goes as planned, concludes Ayman Ammouri.