The Austrian venture is taking place via a local domain and is based on the same technical platform, assortment and commercial model that the company has already established in Germany. Vuxen Group benefits from the fact that Austria, with its 9.2 million inhabitants, shares language as well as customer journey and logistical conditions with the German market. The launch is part of the group's strategy to scale up e-commerce for sexual health in Europe without establishing a corresponding local organization in the new country.
The company has established a clear line for its international expansion in recent years. At the end of 2024, WooMe was introduced in Germany, followed by the English-language EU site in 2025. Austria is now the country-specific continuation where the existing infrastructure is reused.
Germany showed that our model works outside the Nordics. Austria is the next logical step – we are taking an already built platform to a new German-speaking market instead of starting over. That's how we want to expand in Europe: more business, not more organization, says Tobias Fransson, CEO of Vuxen Group.
The announcement of the launch comes shortly after Vuxen Group’s recently presented annual report for 2025/2026. In the annual report, the group reported a turnover of SEK 245.7 million and an operating profit that increased to SEK 16 million. The Swedish market is still the company's largest with SEK 178.6 million, but growth is largely driven by abroad. Sales in other markets increased by 29 percent to SEK 67.1 million during the past financial year. Through the launch in Austria, the company now intends to increase distribution and further broaden the European customer base.