For the full year 2025, Rugvista’s turnover amounted to 784.4 million Swedish kronor, an increase of 13 percent from last year’s 694.8 million Swedish kronor. Organic growth landed at 16 percent.
At the same time, operating profit increased to 78.5 million Swedish kronor, compared to 60.7 million Swedish kronor the previous year. This resulted in an operating margin of 10 percent.
During the year, the e-commerce retailer attracted 269,700 new customers, and total e-commerce traffic increased by 38 percent to 47.8 million visits.
The Biggest Change in History
A central part of the year was the move to a new office and logistics center in Malmö. This move is described as the largest operational change in the e-commerce retailer’s history. In connection with this, the company’s warehouse management system was also replaced to handle future growth.
CEO Ebba Ljungerud states in the annual report that the year was characterized by major internal changes in combination with a difficult economic climate.
Despite the market and external conditions, we delivered a strong full year with organic growth of 16.3 percent and an operating margin of 10 percent, while also implementing the largest operational change in the company’s history: the move to our new warehouse and office, she writes.
The company noted uneven demand during the year, but saw the effects of effective marketing. The average order value decreased by 1.3 percent to 2,901 Swedish kronor, but the number of processed orders increased by 16 percent to 379,900.
Technology Shifts and the Start of 2026
Looking ahead, the company states that they are updating their financial goals to achieve double-digit organic growth, while the profitability target of an operating margin of at least 15 percent remains.
As Ehandel.se previously reported, growth has continued in the beginning of 2026.
In the first quarter, turnover increased by 7.6 percent to 212 million Swedish kronor. However, operating profit decreased to 23.9 million Swedish kronor, compared to 27.2 million Swedish kronor the previous year, which is explained by strategic investments in marketing to strengthen the company’s visibility.
In the second quarter, the company ramped up profitability again. Turnover increased by 15.6 percent and landed at 173.9 million Swedish kronor. At the same time, operating profit increased to 20.5 million Swedish kronor, up from 7.1 million Swedish kronor during the same period last year.
In line with the strategy for 2025, the e-commerce retailer is now preparing for new technological shifts. Ahead lies a clear focus on adapting the platform and brand for a new search landscape online, where AI is expected to redraw the playing field and take over traditional e-commerce.