The growth is geographically diversified and includes ten markets with positive development. The company acquired 3,693 new customers during the period.
Among the individual countries, Denmark stands out as the strongest market in the first half of the year, with a growth of 280 percent compared to the previous year. A clear increase is also seen in Italy, which is up 157 percent, closely followed by the Netherlands at 151 percent and Sweden, which is growing by 150 percent.
At the end of 2025, by Benson implemented strategic changes that involved a reduced focus on aggressive growth in favor of profitable growth. As part of this, certain agreements regarding marketplaces and B2B sales were terminated. Chairman of the Board Pingis Berg-Hadenius states that the decision to focus on the DTC business is now delivering positive unit economics in all markets.
When we are already proving that the business model can be scaled profitably internationally, we are also creating the conditions for a significant increase in value for our investors, comments Pingis Berg-Hadenius.
Founder and CEO Anna Benson points out that the company’s decisions are based on continuous data analysis. The company’s marketing is AI-optimized and growth is data-driven.
We don't make any decisions based on gut feeling, says Anna Benson.
Every market, every channel and every customer is analyzed - that's why we can grow by 185 percent and still sleep well at night.
Sales development has been increasing during the first half of the year, from an increase of 15 percent in January to 286 percent in June.
Every month we beat the previous month's record, says Anna Benson.
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