The company was founded over a decade ago by Maria Tollemark and Anna-Maria Lundström Törnblom. Wakakuu had a couple of profitable years during the pandemic, but since then, headwinds have persisted.
As early as 2022 and 2023, the company saw declining sales and growing losses. This led the owners to inject 20 million Swedish krona in the autumn of 2023. Now, the annual report for 2025 shows that the downward trend continues.
Sales decreased by 12 percent to 75.8 million Swedish krona. The previous year, sales were 86.4 million Swedish krona. At the same time, the e-commerce retailer reports an operating loss of -22.8 million Swedish krona. This is an improvement from 2024, when the operating loss was -24.2 million Swedish krona, but it still represents a loss for the business.
Owners replenish the cash reserves
To manage the financial situation, the owners have invested more money.
During 2025, the company received a shareholder contribution of 24 million Swedish krona. After the end of the financial year, the parent company AM Brands also guaranteed an additional 13.5 million Swedish krona and injected 6.2 million Swedish krona in extra capital.
In the report, the board states that the business faced a challenging market environment in 2025, which they believe is reflected in the negative operating loss. The company further explains that they are now focusing on profitability and using resources more efficiently going forward.
The plan is to optimize the cost structure, with a focus on overhead and marketing. They will also place greater emphasis on the most profitable sales channels.
Through these efforts, management expects the results to stabilize gradually over the coming years.
At the same time, changes have been made in management. During 2025, the company's CEO Patrik Lamprot left his position. He took office as an external CEO in January 2024 and was formally registered as leaving the board in February 2026.
Since then, Jonas Andersson has been registered as an external CEO.