Strong growth during a year of great change
Our focus is clear: Rugvista will grow with quality. This means that we want to continue to attract many new customers – but also strengthen the mix, increase relevance and gradually improve revenue per order through assortment, presentation and pricing.
Ebba Ljungerud
Dear shareholders,
2025 was the year when Rugvista took a clear step forward – in a market situation that was still characterized by cautious households and uneven demand for consumer durables. Despite the market and external situation, we delivered a strong full year with organic growth of 16.3% and an operating margin of 10%, while we carried out the largest operational change in the company's history: the move to our new warehouse and office.
Although the uncertainty in the external environment persisted, we saw that the conditions gradually improved during the year. Lower interest rates in Europe contributed to a slightly better sentiment and a more stable inflation picture, although the purchasing power of many households was still under pressure. At the same time, e-commerce continued to develop, with renewed growth and a clearer focus on sustainability and trust in the customer experience – something that is fully in line with our strategy.
More accurate marketing – and a stronger inflow of new customers
One of the clearest changes during 2025 was that our efforts to be visible earlier in the customer's purchasing process really took off. During the year, traffic increased sharply, not least through a broader channel selection and better timing in the customer journey. We built brand interest while continuing to develop the data-driven work in the entire customer journey/sales funnel – from traffic acquisition to the experience on the site and onwards to repurchase.
The effect was seen in the growth in both order volumes and new customers. At the same time, we are humble in the face of the fact that conversion rates and demand varied more than we were used to – especially during campaign periods, where Black Month had a slower start than we had seen before but also a strong finish.
Orders and order value – the right balance over time
During 2025, we continued to work actively with the balance between the number of orders and average order value (AoV). We are well aware of the pattern: when the order value increases, volumes are negatively affected – and vice versa. During the year, we made several changes to the sites and in our commercial management to find a more sustainable balance over the season, campaigns, and markets.
Our focus is clear: Rugvista should grow with quality. This means that we want to continue to attract many new customers – but also strengthen the mix, increase relevance, and gradually improve revenue per order through assortment, presentation, and pricing.
The assortment – fewer designs, better launches and stronger product storytelling
2025 was also an important year for our assortment. We continued the shift towards fewer designs and better launches of each individual design, with clearer priorities and higher commercial precision. During the year, we launched a large number of new products, both in classic and modern collections, and we worked methodically to ensure the right balance in colors and sizes in our largest categories.
At the same time, we continued to develop what makes Rugvista unique: the meeting between tradition and renewal. During the year, we saw examples of how craftsmanship can get new expression – such as when we, together with suppliers, enabled the weaving of classic Kelims in a new Nordic color palette through dyed wool. It is in such initiatives that our product idea becomes most clear: timeless design, strong material knowledge, and an assortment that inspires.
The outdoor segment also continued to develop well, and we saw a positive direction within handmade rugs – a testament to the fact that customers appreciate both quality and clear design.
The Move – a new base for the next growth phase
The largest operational milestone during 2025 was the move to our new warehouse and office. We gained access on June 1 and already in early July, the majority of order flow went through the new facility. During the year, we completed the move according to plan and at the same time carried out the replacement of the warehouse management system (WMS). The fact that we were able to do this without major impact on delivery capability or customer experience is an achievement we are very proud of.
The new warehouse not only gives us higher capacity and more efficient flows – it also gives us better flexibility in peak season, better planning ability, and a modern foundation for continued expansion. During Q4, it became extra clear how important this is, when the high campaign volumes put pressure on both the warehouse, customer service, and freight partners. The lesson is clear: continued focus on capacity, planning, and robustness in the entire logistics chain is crucial to maximizing the potential of our new facility.
Sustainability – more integrated in offerings and ways of working
Sustainability work continued to strengthen during 2025, with a focus on responsible production, material selection, and transparency in the value chain. We also continue to work on new regulatory requirements and have, among other things, increased our internal ability to work structured with both impact and risks. For us, sustainability is not a side track, but a part of how we build a stronger company – through better decisions, clearer requirements, and an offering that holds over time.
Forward – clear priorities and updated financial targets
Against the background of our delivery in 2025 and a review of our strategic framework, we have updated our financial targets for the medium to long term: a growth target of two-digit organic growth, and an unchanged profitability target of 15% EBIT margin. This reflects both our ambition and our view of what is required going forward: continued efficiency, better mix, and discipline in line with growth.
We enter 2026 with a stable foundation and a clear starting point in our mission, which has followed us from the company's start, – to help people to a home to love. In our strategic work going forward, we will continue to focus on improving the customer experience, strengthening the assortment, and developing our operational capacity – at the same time as we drive growth with maintained financial discipline.
Finally, I would like to extend a warm thank you to all employees for your fantastic work during the year – not least through the move – and thank you to our customers and shareholders for your continued trust. Together, we continue to develop Rugvista and create value over time.
Ebba Ljungerud
CEO Rugvista Group