The figures show that turnover increased to SEK 42.6 million, compared to SEK 36.8 million the previous year. At the same time, the result after financial items strengthened from approximately SEK 8,000 in 2024 to nearly half a million in 2025.
More Effective Marketing
In an interview with Ehandel.se in October 2025 CEO August Gori explained that the focus had been on reducing customer churn and lowering customer acquisition costs. This focus is reflected in the management report for 2025, where the company states that growth has mainly been driven by an increased proportion of recurring subscription revenue, as well as more efficient customer acquisition and marketing.
During the year, the e-retailer has also worked on operational efficiency by optimizing purchasing, logistics and internal processes. This strategy has resulted in an improved operating profit and a more robust cost structure. In connection with this, the average number of employees has decreased from 12 people in 2024 to 10 people in 2025.
New Ownership Structure
In addition to the financial results, the annual report shows that a change of ownership has taken place during the financial year. Existing shareholders, represented by the company's management and board of directors, have acquired all shares from the previous main owner Malmafladen Förvaltning AB via Furry Family Holding AB. Furry Family AB is now a wholly owned subsidiary of Furry Family Holding AB.
Forecast for 2026
Ahead of 2026, August Gori communicated a growth target of 30 percent in the autumn, as well as plans to broaden the range with products for cats. The annual report shows that the company now intends to intensify growth efforts, increase market penetration, further develop the product range and continue to develop the subscription business. Management assesses that the platform built up during 2025 provides the right conditions for controlled growth during 2026.