Sanne Josefson's company Selma Alexandra AB turns over 7.1 million and makes a profit in its first year

Sanne Josefson

After the split.

Sanne Josefson's newly started e-commerce company Selma Alexandra AB reports a net turnover of 7.1 million Swedish krona and an operating profit of just over 430,000 Swedish krona for its first, shortened financial year.

After undergoing a separation process with the previous majority owner Hubso, the founder has regained full control of the Sanne Alexandra brand and established a profitable operation.

The new annual accounts cover the period from March 20 to December 31, 2025, with the business itself being transferred to the company on April 1. In the administration report, the company states that it carried out a restructuring during the year with a focus on cost control and long-term stability to create conditions for continued expansion.

The path to the new figures was preceded by a turbulent period in 2024. Sanne Josefson founded the clothing company in 2013 and sold parts of her company to Spotlight-listed Hubso Group in 2022, making her a minority shareholder with 49.9 percent. During 2024, disagreements arose regarding operations, and when she tried to buy back the company at the beginning of the year, the answer was no. The brand then had a turnover of 9.6 million Swedish krona with a loss of 1.6 million Swedish krona, while the parent company Hubso Group reported a loss of over 30 million Swedish krona.

In January 2025, Hubso transferred 25 percent of the shares to Josefson for a symbolic sum. At the same time, customers began contacting her regarding orders that had not been shipped. To save customer relationships and protect her brand, she chose to act on her own and paid out approximately 1.7 million Swedish krona from her own pocket. The funds were used to compensate customers for undelivered deliveries and to personally go to suppliers and pick up products.

I paid quickly with private funds to make everyone happy. Without satisfied customers, we have nothing, she told Dagens Industri.

In July 2025, the subsidiary Hubso AB was declared bankrupt, after the parent company lost 99 percent of its market value. By then, the brand was already being continued in the new company Selma Alexandra AB. Already during the third quarter of 2025, a turnover increase of almost 60 percent was noted compared to the same period the year before, when sales reached just over 2.7 million Swedish krona. The annual accounts for 2025 confirm that the turnover for the first financial year in the new company amounted to just over 7.1 million Swedish krona.

Above all, we are a healthy and profitable company. That's the only thing I care about right now, said Sanne Josefson.

Editorial Staff