Ahead of last year, there was a clear goal for how much the company would sell. The fact that the Swedish annual report shows a turnover just below that limit is because the e-commerce retailer now has a structure that extends across multiple markets.
It turns out that the business is divided into different countries, and the local accounts are therefore only part of the whole. When the revenue from all of the group's parts is added together, a picture emerges that shows they succeeded in exceeding the set sales target.
We hit the goal, says Mikael Christensson with a smile.
To get closer to foreign customers, the e-commerce retailer has chosen to start its own units directly on site. With local companies, the company gets a structure that makes it easier to manage sales and daily operations in markets outside of Europe.
Revenue landed just over 150 million if you look at the whole picture, he says, adding:
In addition to Sweden, we have companies in the USA and Canada.
A Long-Term Build in the West
A clear example of this is the establishment in North America. During the past year, the subsidiary Waldor & CO USA INC. was registered. However, the decision to start a formal company on site was not made until the e-commerce retailer had tested the market and confirmed that the business model worked.
When asked how the work on the other side of the Atlantic is developing, the answer is short and clear.
Great, says Mikael Christensson.
He then elaborates on his short answer by telling more about the background. Entering the North American market is a work that has been going on for a long time, where the newly started physical company more functions as a receipt that the demand was already in place.
The US investment began several years before the subsidiary. We started it when we had built up a justified foothold, says Mikael.
Now that there is a formal organization in the country, Waldor & Co. has completely different conditions to adapt its logistics and marketing directly to local customers. The establishment makes it smoother to work closely with the market, which in turn has become an engine for the entire company's growth.
With subsidiaries, we have continued to increase our focus, it is a huge market, says Mikael.
Even though a lot of work is currently being put into the new corporate structure in North America, the e-commerce retailer's strategy is based on a broader geographical presence.
By working across multiple national borders simultaneously, the company spreads its revenue streams. This means that the total sales are not entirely dependent on the success in the west, but that there are several selected countries in parallel that drive the company's upward development.
The US accounts for a significant part, but we are also seeing strong growth in our other focus markets, says Mikael.
Same Workforce Despite Global Reach
When looking closer at how the company is actually managed, there is one detail that stands out: namely the size of the workforce. The daily operations are led by CEO Andreas Christensson Risberg, while brothers Mikael and Johan Christensson support the work from the board. Despite the fact that the e-commerce retailer now ships products across large parts of the world and sales volumes are increasing, the core team has remained small.
Throughout last year, the average number of employees remained at exactly seven people. And instead of hiring more as the company grows, management has chosen a different path. They consciously avoid expanding the fixed organization and instead handle the increased demands by relying on a more flexible network.
We have found a winning combination of employees, freelancers and deep commitment through our sister company Actital, says Mikael.
This method of keeping fixed costs down and instead letting the company grow organically has yielded results. The founders have built up their own capital in the company during the journey, which they can now rely on for future investments.
As the e-commerce retailer now moves forward through 2026, they continue on the chosen path. Even though sales are increasing rapidly, the strategy remains to scale up the business systematically and without rushing decisions.
2026 has started with strong growth compared to the previous year, says Mikael Christensson about the start of the new year and concludes with:
We focus and continue to build the company step by step.