The Swedish e-commerce rocket Vanbruun, specializing in engagement and wedding rings online, is now taking the next step in its physical expansion. On Monday, November 2nd, the company will open the doors to a brand new showroom at the renowned NK department store in Gothenburg.
This establishment marks the Borås-based company's sixth physical showroom, following locations in Stockholm, Oslo, Copenhagen, Amsterdam, and Paris. Previously, Vanbruun served customers in Gothenburg through temporary consultations at Hotel Pigalle, but now the business has a permanent home in Western Sweden.
“The Ring Purchase Starts Online”
The concept is based on the same model as in the company's other locations: personal advice where each piece of jewelry is made only after the customer places their order.
For founder and CEO Victor Halvarsson, a physical presence is a natural part of the digital business:
We have seen that a ring purchase often starts online but concludes with personal advice. Therefore, we are now in Stockholm, Oslo, Copenhagen, Amsterdam, Paris and Gothenburg, and the stores function as a pure extension of the online store. Everything is still made to order.
Vanbruun was founded in Borås in 2013 and has grown to become Scandinavia's largest online jeweler. The company has shown rapid growth in recent years and has previously exceeded the 200 million kronor revenue mark.
Board Warning: Fewer Marriages
The investment in another physical meeting place comes as the industry faces a demographic challenge. In the company's latest annual report, the board flags that the market for proposals is shrinking:
The board is aware that the underlying customer base within the wedding and engagement market is gradually decreasing, partly due to demographic changes and partly due to the proportion of the population entering into marriage decreasing.
But instead of slowing down, the e-commerce retailer chooses to counter the declining desire for marriage by moving forward.
Foreign Markets Generate 75 Million
The second countermeasure is an offensive international expansion. According to the annual report, international sales have become an increasingly important engine for Vanbruun.
During the past year, 2025, exports outside of Sweden generated nearly 75 million kronor, which corresponds to just over a third of the company's total revenue. To support expansion in Europe, the company has formed subsidiaries in both the Netherlands and France and recently established its showroom in Paris.
In total, the company's net sales increased by 22 percent to nearly 219 million kronor, up from just under 180 million kronor the previous year. At the same time, the company showed strong profitability with an operating profit of over 31 million kronor.
And by combining digital reach with customized manufacturing without tied-up stock of finished jewelry, the company has managed to maintain its margins.