A LONGLASTING FOUNDATION FOR GROWTH – OUR NEW WAREHOUSE CAPACITY IS UNLEASHED!
Our new warehouse automation is now live, with sales in the quarter reaching SEK 827m, outperforming last year by 8.5%. The underlying momentum is strong, but the quarter was affected by extraordinary events related to the warehouse go-live. The Nordic region continues to deliver strong results where we see that our brand and Lyko community is reaching new heights!
| Third quarter • Net sales of SEK 827.2m (762.7). • Sales growth was 8.5% (8.2%). • Gross margin of 42.2% (44.1%). • EBIT of SEK 2.4m (8.3). • EBIT margin of 0.3% (1.1%). • Earnings for the period SEK -18.5m (-9.8). | Period 1 January - 30 September • Net sales of SEK 2,685.0m (2,466.3). • Sales growth was 8.9% (17.1%). • Gross margin of 42.9% (43.6%). • EBIT of SEK 61.9m (40.9). • EBIT margin of 2.3% (1.6%). • Earnings for the period SEK 6.8m (-26.9). |
In July, we went live with our new warehouse automation in Vansbro, a strategic breakthrough that has been years in the making. The launch marks a major milestone and represents the largest project in our history. The team has done an outstanding job bringing it to life.
The rollout has surpassed our expectations. With the new automation in place, we now have a delivery capacity that positions us stronger than ever for upcoming peak seasons and for sustained growth in the years ahead.
VIRAL CAMPAIGN BOOSTED OWN BRANDS SALES, BUT LED TO CHALLENGES
After the go-live, we needed to stress-test the system. To generate a high order volume, we ran a two-day campaign in July with our Own brands.
The campaign went viral on social media, resulting in exceptionally large orders and order volumes. The strength of our Own brands, amplified through social media, generated an order flow that exceeded expectations and created some temporary challenges during the quarter. A large share of the orders came from customers discovering our Own brands for the first time.
Because these orders were significantly bigger than normal, they required partial deliveries and a degree of manual handling. This led to delays, increased freight costs, longer lead times, and a backlog in inbound deliveries.
To protect our customer promise, we made a conscious decision to temporarily scale back marketing and prioritizing fulfilling existing orders and deliveries to our stores.
A substantial part of the gross margin decline in the quarter stems from the Own brands campaign, which also required increased efforts and costs to live up to our customer promise. These factors, combined with ramp-up costs and additional resources, resulted in one-off costs of SEK 11.7m in the quarter. A significant bump in the road, but we came out with a positive result, as we are now better prepared than ever for future peak periods.
BEAUTY COUNTDOWN GONE WILD –
RECORD-BREAKING ADVENT CALENDAR SALES!
At the end of September, we launched our advent calendars, and they sold out faster than ever before. Our systems handled the surge in demand smoothly. The launch was a triumph for our e-commerce platform, setting new records for both orders per minute and per hour, more than doubling our previous record.
During the quarter we partnered up with Korean powerhouse Mamonde and made an exclusive successful launch in all our markets.
We also recorded all-time-high results in our NEPA brand tracking across all markets. In Sweden, spontaneous brand awareness grew from 43 to 49 percent in 2025*, meaning that every second woman now thinks of Lyko first as her go-to destination for beauty.
The Lyko Community keeps growing, and both customers and suppliers continue to experience that magical feeling that defines Lyko. We see that top-creators start to scale with larger engagement and reach every month.
BUILDING UP TO OUR MOST BEAUTIFUL SEASON YET
We are ramping up inbound deliveries to secure a full assortment ahead of the peak season. During the quarter, our range was somewhat limited, but with the new automation now in place, we are quickly catching up and expanding further. Our broad assortment continues to make us the starting point for beauty. We’ve successfully completed recruitments for the Vansbro warehouse, receiving a record number of applications and we’ve already onboarded the new team members in time for the peak.
In Q4, we will increase our marketing efforts, as this period has historically brought a significant inflow of new customers.
FAB STORE ELEVATES YOUR BEAUTY PLAYGROUND AND DEMONSTRATES OUR AMBITION
We’re looking forward to opening our first FAB Store in Täby Centrum on November 8, a blueprint for the future hundred stores and a clear signal to property owners and suppliers that we’re accelerating store rollouts from 2026 onward. The exact rollout timeline will be communicated at a later stage.
I’m truly excited about the upcoming quarter powered by capacity, competence, and our passion for making beauty fun!
Rickard Lyko, CEO October 23rd, 2025
