During the 2024/2025 financial year, BaSa Holdings increased its turnover to approximately 1,318 million Swedish krona, compared to 1,092 million krona the previous year. At the same time, the result turned into a profit of approximately 23 million krona after a loss the year before. The company states that this development is a result of a strengthened market position and an improved gross margin.
We have built a strong Nordic platform in recent years with a focus on the customer journey, our omnichannel model and a more competitive range. This is now clearly visible in our results, says Kenneth Nørgaard, CEO of Babysam.
Heavy Investments In The Swedish Business
Sweden is now identified as the group's strategic growth engine. Since the acquisition of the Swedish chain Babyworld in April 2024, the business has undergone a restructuring, and in December the Swedish company formally changed its name to BabySam AB. Investments have been made in a new e-commerce platform, new business systems and a rebranding of the brand.
These investments, together with system changes, have had a short-term impact on the Swedish company's results. For the financial year, BabySam AB reports a net turnover of 266.6 million krona and a result after financial items of -16.2 million krona.
We are not building for a quarter – we are building to win the market. Sweden is a strategically crucial market for us, and we are already seeing clear signs that our model is working, explains Kenneth Nørgaard.
Increased Sales And New Stores
Since the new platform was launched in August, Swedish turnover has increased by 12.5 percent. Of the sales, 10 percent takes place via the Click & Collect service, and 1 percent via the so-called Endless Aisle, which gives in-store customers digital access to over 20,000 articles. In addition, the customer club registers over 1,200 new members per week.
Parallel to e-commerce, the company continues to invest in physical retail. The company announces that it will open a new flagship store in the Barkarby shopping area outside Stockholm during the summer. The store is based on an updated concept that was introduced during the move to Gränbystaden in Uppsala in November 2025, where the company states that it is seeing double-digit growth in both turnover and customer flow.
Dialogues are also ongoing regarding further store establishments and potential acquisitions in the Swedish market.
We see Sweden as our most important growth engine in the coming years. With the platform we have now established, we can scale the business, gain market share and build a long-term profitable position, says Kenneth Nørgaard.