When Craftly started its business, the purpose was to create a marketplace for sustainable consumption, a project that initially received financial support from Kulturbryggan.
Ehandel.se has reviewed the company's first annual report, which covers an extended period from mid-December 2023 to the end of May 2025. During this period, the company's turnover amounted to approximately 70,800 Swedish kronor. The operating result for the same period is reported as -2 million Swedish kronor.
In addition to the financial figures, changes have also occurred within the company's management. At the end of December 2025, co-founder Elizabeth Benaya Magnusson resigned from her position as deputy member of the company's board. Today, the board consists solely of board member Michaela Holtz.
The status of the platform's current operation is unclear. Those who navigate to Craftly's website are greeted with a large campaign image with the text "Christmas at Craftly", despite the fact that we are in April.
Next Player Takes Position
As activity at Craftly appears to have stalled, another player is establishing itself in the same segment.
In March 2025, Hanti was launched, a marketplace developed by Andreas Teodorsson and Rikard Teodorsson. The business model is based on connecting private individuals and small entrepreneurs who manufacture handicrafts and home crafts with buyers across the country.
Hanti positions itself as "a Swedish alternative to the international platform Etsy".
According to the company, the focus is on local production and transparency. Approximately one year after launch, the platform has grown to include over 250 sellers, who have collectively published just over 2,500 products.
The platform states that it does not use paid product placements or algorithms that prioritize specific sellers, in order to give all connected creators the same conditions to reach customers.
Technical development and operation are managed in Kungsbacka and Östersund, and the servers are powered by 100 percent green electricity. Payment solutions are provided by Stripe and Mollie.
Today, the company's focus is entirely on the Swedish market, but there are plans to expand operations to the rest of the Nordic countries and the EU.
Ehandel.se is seeking both Craftly and Hanti for comment.