When Bert Gustafsson began his career in the early 1970s, the retail landscape looked very different than it does today. It was a time when sewing machine agents would pack their cars and travel the countryside to demonstrate models and provide service visits directly in people's living rooms. The fact that he even became a sewing machine agent in the first place was due to a pure coincidence at home.
We lived next door to Olle Wretman, who was the district manager for Husqvarna sewing machines. That's how it happened, I became a sewing machine agent! I can both carpenter and sew, says founder Bert Gustafsson on the company's website.
Shortly thereafter, the family business opened its first physical store in Uppsala. From the very beginning, the foundation was laid for what would become the hallmark of the business: combining the sale of new machines with its own service and repair workshop.
Generational Shift at the Helm
Just over half a century later, the business has grown into an established institution. Today, a generational shift has taken place, with son Mikael Gustafsson leading the day-to-day operations of Symaskinsboden i Uppsala Aktiebolag and making strategic decisions, surrounded by employees with specialist knowledge in sewing and mechanics.
The founder himself has relinquished formal responsibility, but finds it difficult to stay away from the tools.
Now, more than 50 years later, I am still involved in the business, but I only work as much as I want because my son Mikael has been holding the oars and the helm for a long time. It seems to be going well, so I don't need to worry, says Bert Gustafsson and continues:
I am good at getting old Husqvarna sewing machines that have suffered from age-related ailments back in good condition, so it’s fun to help customers who have old classics.
The Online Store as an Equivalent Sister
The combination of classic craftsmanship and digital commerce has proven to be a winning recipe. At Kungsgatan 70E, the company is housed in a 230 square meter space filled with around forty machines, sewing accessories and an authorized branded workshop. At the same time, the e-commerce platform at symaskinsboden.se has grown into an equally important sales channel with customers across the country.
For the family, it has never been about choosing between the physical store and the internet.
Our online store is our second store. We value both equally and you as a customer can choose to shop with us online or visit our store in Uppsala.
In a time characterized by economic downturn and a focus on sustainability, the repair business has become a goldmine. As an authorized branded workshop for Husqvarna Viking, Janome, Baby Lock, Brother, Singer and Pfaff, the company can give new life to everything from decades-old workhorses to modern computerized embroidery machines.
Doubled Turnover and Million-Dollar Dividend
The fact that consumers are increasingly choosing to repair, patch and create their own is clearly visible in the recently submitted annual report for the broken financial year 2025/2026. Net sales increased by 33.1 percent to SEK 17.6 million, up from SEK 13.2 million the previous year.
Looking at a three-year period, sales have more than doubled from SEK 7.9 million in 2022/2023. In the management report, the board comments:
During the financial year, the company accepted more assignments than previously, which has led to an increase in turnover compared to the previous year.
The significant volume increase has also had a direct impact on the bottom line. Operating profit almost doubled during the year to SEK 2.13 million, giving an operating margin of over 12 percent. Profit after financial items amounted to SEK 2.16 million and net profit after tax totaled SEK 1.32 million.