The year 2024 marked the return of founder Gudrun Sjödén to the position of CEO. Now, the financial statements for 2025 have been made official, and the figures show a mixed development for the various parts of the business.
During the final months of the year, management made a decision to implement a new business system.
The reason for the change was that the previous system had reached the end of its technical lifespan and was no longer considered appropriate from an operational and development perspective, the company explains in its report.
Switching ERP systems was also part of strengthening the long-term scalability and efficiency of the business and enabling further expansion.
However, when the new software was to be put into operation, technical challenges arose.
The implementation has been more extensive and complex than initially assessed. In connection with the commissioning, disruptions occurred in the business while all functionality was not yet fully developed, which had a major negative impact on sales.
Profitability Increases in Sweden
The figures from Gudrun Sjödén Sverige AB, which manages the global e-commerce and physical stores in Sweden, show that total turnover decreased by 8.5 percent in 2025. More specifically, sales went from SEK 303.5 million to SEK 277.6 million.
Profit after financial items increased by 71.5 percent and amounted to SEK 10.3 million, up from SEK 6 million the previous year.
The Swedish economic situation in 2025 has shown signs of stabilization after a period of high inflation and rising interest rates, the company writes in its report.
Turnover on the Swedish market increased by 8 percent to SEK 134.8 million. Sales also increased in Belgium, by 17 percent to SEK 4.8 million, and in Germany by 19 percent to half a million kronor. On other markets, the figures point downwards.
Market |
Turnover (SEK million) |
Development (%) |
|---|---|---|
Sweden |
134.8 |
+8 % |
United Kingdom |
31.7 |
-2 % |
France |
26.2 |
-18 % |
Netherlands |
17.0 |
-6 % |
Norway |
14.5 |
-32 % |
Denmark |
13.2 |
-13 % |
Finland |
12.4 |
-13 % |
Canada |
10.0 |
-21 % |
Belgium |
4.8 |
+17 % |
USA |
3.3 |
-78 % |
Ireland |
2.7 |
-1 % |
Other markets |
1.9 |
-61 % |
Australia |
1.7 |
-30 % |
Luxembourg |
1.2 |
-4 % |
Italy |
0.7 |
-10 % |
Germany |
0.5 |
+19 % |
Hong Kong |
0.048 (SEK 48,000) |
-52 % |
Result Decline in Production Company
Gudrun Sjödén Design och Produktion AB, the company that provides group services and invoices the foreign subsidiaries, reports that turnover fell by 20 percent to SEK 115.5 million. Profit after financial items deteriorated and amounted to minus SEK 24.9 million, compared with minus SEK 2.2 million the previous year.
The strengthened Swedish krona during the year has had a negative impact on the company's turnover and results, mainly due to translation effects as the subsidiaries are invoiced in foreign currency.
The production company's international sales are characterized by broad declines. The most important market, Germany, decreases by 24 percent to SEK 66.8 million, and markets such as the USA, United Kingdom and Sweden are down by double digits. The largest decline is in Norway with a minus of 62 percent.
The exception is Denmark, which is the only market that increases and lands on SEK 7.3 million.
Focus Ahead
As the books for 2025 are closed, the agenda in the boardroom is clear. Under the leadership of the founder and CEO Gudrun Sjödén, resources are now being put into cleaning up after the technology change that created dips in the sales curve.
Work to stabilize the system and ensure full functionality is ongoing and is a prioritized part of the business.
The idea is that the software, despite the initial uphill battle, will give the company the right tools for the coming years and build a foundation for scaling up e-commerce.
The Group assesses that the new system will, in the long run, contribute to improved efficiency and strengthened business support.