The company was founded seven years ago by Moa Orrbacke and Pernilla Ahlqwist together with the Fahrman sisters. The business has undergone several changes in the board and management.
Last summer, the entire board was replaced, meaning Frida Fahrman left her position as a board member and Sofi Fahrman left as principal. However, Sofi Fahrman retains a minority stake in the company. In the autumn, Elin Ekvall was recruited as the new CEO, but she left the position after two months.
The strategy going forward is to broaden distribution channels and establish collaborations with retailers, instead of relying solely on e-commerce.
During the same period, the average number of employees in the company decreased from 3 to 2.
“In connection with this transition, certain changes are also taking place in the organization,” said founder Moa Orrbacke when the strategic shift was presented.
Revenue is increasing and losses are decreasing
The new annual report shows that revenue is increasing to 3.3 million Swedish krona. This is an increase of 46 percent compared to the previous year's 2.2 million Swedish krona.
At the same time, operating profit is improving. The loss amounts to minus 1.6 million Swedish krona, compared to minus 4.5 million Swedish krona the year before. This corresponds to a decrease in loss of 63 percent.
In the financial statements, the improvement in results is partially explained by the fact that certain purchase costs belonging to 2025 were incorrectly booked under 2024. After the end of the financial year, the company has also carried out a new issue to inject new capital.