RUGNasdaq StockholmHome Improvement RetailIFRS · SEK

RugVista Group

Rugvista Group is a Sweden-based e-commerce company focused on rugs and carpets for homes and businesses across Europe. It sells through its own digital channels and selected third-party marketplaces, combining in-house assortment development with outsourced manufacturing and centralized logistics.

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Revenue348m SEK
−50.4 %y/y
Operating profit (EBIT)34.3m SEK
−43.5 %y/y
EBIT margin9.9%
+1.2 ppy/y
Net income62.5m SEK
−99.9 %y/y

Fiscal year 2025 · change from previous year

Development 2020–2025

0200400600800m SEK2020: 564 m SEK2020: EBIT 104 m SEK20202021: 705 m SEK2021: EBIT 128 m SEK20212022: 639 m SEK2022: EBIT 75 m SEK20222023: 639 m SEK2023: EBIT 75 m SEK20232024: 702 m SEK2024: EBIT 61 m SEK20242025: 348 m SEK2025: EBIT 34 m SEK202534834
RevenueOperating profit (EBIT)
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Business

Share of revenue
Consumer rugs70 %

Rugs and carpets sold directly to private customers through Rugvista's webshops.

Business customer sales20 %

Rug sales to companies and professional buyers under the B2B segment.

Marketplace sales10 %

Sales made through third-party platforms such as Amazon and similar channels.

Customers

Rugvista sells primarily to private consumers who buy rugs for home decoration, comfort, and room styling. It also serves business customers and marketplace shoppers who want a broad assortment, convenient delivery, and product information tailored to online purchasing. The business is built around customers seeking affordable quality, design variety, and a specialized rug shopping experience.

Consumers (B2C)

Private individuals buying rugs for homes through Rugvista's own online stores.

Business Customers (B2B)

Companies and professional buyers purchasing rugs for commercial use or projects.

Marketplaces & Other (MPO)

Customers reached through third-party marketplaces such as Amazon.

Strategy

Rugvista's strategy is to become the center of gravity for the European rug industry by strengthening its position in key markets and improving the end-to-end customer experience. It is also focused on scaling its assortment presentation, marketplace presence, and operational execution through data, technology, and localization.

Win the key European marketsMedium term

Core markets are where the company can build scale, brand recognition, and repeat demand.

Be world-class in everything we doMedium term

Operational excellence supports customer satisfaction and efficient scaling.

Capture selected marketplace opportunitiesMedium term

Third-party platforms extend reach and add incremental demand beyond owned channels.

Showcase the assortmentShort term

Better product presentation improves conversion in a category where customers compare options online.

Geography

Rugvista's business is centered on Europe, with management explicitly targeting the key European markets and the Nordic and DACH regions. The company serves additional markets in the rest of Europe and other regions through online channels, while sourcing rugs from multiple production countries outside its sales markets. Its Malmö logistics center supports warehousing and fulfillment for the European customer base.

Risks

Rugvista is exposed to cyclical demand risk because rugs are discretionary purchases that can be deferred when household purchasing power weakens. Its supply chain depends on external manufacturers, wholesalers, logistics partners, and production countries such as India and Turkey, which creates exposure to geopolitical disruption, transport bottlenecks, and quality issues.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Macroeconomic demand weakness1Geopolitical and trade disruption2Supplier and partner dependence3Warehouse and ERP disruption4
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Macroeconomic demand weaknessImpact: HighLikelihood: High

    Rugs are infrequently purchased goods and can be postponed when income or confidence falls.

    Exposure: European consumer markets

  2. Geopolitical and trade disruptionImpact: HighLikelihood: Medium

    A meaningful share of products originates from higher-risk sourcing countries and shipping routes.

    ExposureTurkeyAfghanistanIndiaRed Sea routes
  3. Supplier and partner dependenceImpact: MediumLikelihood: Medium

    The business relies on wholesalers, factories, payment providers, and logistics firms.

    Exposure: Manufacturing and fulfillment network

  4. Warehouse and ERP disruptionImpact: MediumLikelihood: Medium

    The Malmö logistics center is central to inventory handling, shipping, and returns.

    Exposure: Malmö office and logistics center

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Accounting

Judgemental items
Goodwill impairment

Management must estimate future discounted cash flows for the cash-generating unit.

Impact: Can materially affect balance sheet carrying values and impairment charges

Lease accounting

The group leases premises, forklifts, and vehicles, which creates right-of-use assets and liabilities.

Impact: Affects EBITDA, depreciation, interest expense, and leverage metrics

Revenue recognition through payment intermediaries

Receivables are recognized when the right to consideration becomes unconditional.

Impact: Can affect timing of revenue-related receivables and cash conversion

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Last updated: 24/09/2026

RugVista Group (RUG) Revenue, Earnings & Financials 2025 – Clarifo