Swedish headphone company Sudio generated a total revenue of 149.7 million Swedish krona in 2024, with a profit of 28.6 million krona. The following year, revenue increased to 160.7 million krona, but the result fell sharply to 213,000 krona. This is reported by Breakit.
According to co-founder Carl Sundqvist, the decline in results was due to a combination of factors, with expensive freight solutions being the largest item. The company was hit by increased costs due to poor planning, which forced expensive air freight. In addition, the company was negatively affected by exchange rates and gaps between product launches.
It was a mix of things. Large parts were freight costs, it affects quite a lot when prices rise if you haven't planned well enough, and air freighting becomes quite expensive, he told the site.
For 2026, the company sees a clear turnaround. Carl Sundqvist states that revenue is expected to reach 215 million krona, an increase of over 30 percent, and that operating profit is estimated to land at close to 40 million krona.
To achieve this, Sudio has implemented several changes. The company has, among other things, identified where capital has disappeared and focused on the part of the customer base that accounts for the majority of revenue.
For us, 30 to 40 percent of customers account for a majority of revenue.
New distribution model and airports
A central part of the new strategy is a shift in distribution. Sudio now sells more directly to stores instead of through distributors. This has resulted in lower freight prices and increased retail space at retailers.
The company has also established itself in 3,500 airport stores and is on board 60 airlines. There, Sudio focuses on travelers in need of accessories such as headphones, battery packs and chargers.
In addition to the technical accessories, Sudio has broadened its range with designed everyday products. In May, a colorful wall adapter with a textile cable was launched, which is said to sell in volumes of 2,500 units per month in Sweden alone.
Looking ahead, collaborations with streetwear brand Stüssy and audio company Bose await, as well as a product packaged in a recycled milk carton. On the international stage, the company has secured licensing agreements with four football teams in the Mexican top division, which has given Sudio access to the Liverpool (El Puerto de Liverpool) department store chain.
Information from the Swedish Companies Registration Office also shows that the company has addressed its historical tax credits.
At most, Sudio's tax deferral from the pandemic amounted to 12.5 million krona. Since then, the debt has been rapidly amortized and as of October 1 this year amounts to 5.3 million krona.
Sudio AB is part of the Orange Sky group, which also includes the Swedish bag and backpack brand Gaston Luga. In total, the group generates a turnover of over 225 million krona.