# New Nordic Healthbrands

> Clarifo company profile — qualitative business description generated from
> the company's filings. Financial statements, charts and ratios are
> available on Clarifo (https://www.clarifo.com/en/companies/newnordichealthbrands).

## Overview

New Nordic Healthbrands AB is a Swedish consumer health company based in Malmö that develops and markets dietary supplements and beauty products. Its business is built around branded, plant-based products sold through retail partners and its own e-commerce channels across Europe, North America, and selected markets in Asia-Pacific.

## Products & services

• Dietary supplements based on herbs and plant ingredients
• Beauty products under the New Nordic brand
• Branded consumer health products for retail shelves
• Own e-commerce sales in multiple countries
• Product development and portfolio expansion

- **Dietary supplements** (80%) — Herbal and plant-based supplements sold for health and wellness use.
- **Beauty products** (15%) — Consumer beauty products marketed under the New Nordic brand.
- **E-commerce sales** (5%) — Direct online sales through the company’s own country-specific web shops.

- Dietary supplements based on herbs and plant ingredients
- Beauty products under the New Nordic brand
- Branded consumer health products for retail shelves
- Own e-commerce sales in multiple countries
- Product development and portfolio expansion

## Customers

New Nordic sells mainly to retail partners and distributors that place its branded products in pharmacies, health stores, and other consumer channels. It also sells directly to consumers through its own e-commerce sites in 23 countries, which gives it a second route to market and helps support brand visibility.

- **Retail partners** (primary) — Buy branded products for resale in pharmacies, health stores, and other outlets; they value sell-through and brand pull.
- **Distributors** (primary) — Import and distribute products in local markets where New Nordic does not sell directly.
- **E-commerce consumers** (secondary) — Purchase directly from New Nordic’s own online stores for convenience and brand-specific products.
- **Pharmacy and specialty channel shoppers** (secondary) — End customers seeking herbal supplements and beauty products with a wellness positioning.

- Retail partners that stock supplements and beauty products
- Distributors serving local consumer health channels
- Pharmacies and health-focused specialty retailers
- Online consumers buying through New Nordic web shops
- International channel partners in Europe, North America and Asia

## Geography

New Nordic is headquartered in Malmö, Sweden, and operates through a Nordic base with sales and marketing reach across Europe, North America, China, Vietnam, Hong Kong, and Australia. In 2025, reported revenue was split 27% in the Nordics, 42% in the rest of Europe, 27% in North America, and 4% in Asia/Australia, showing a broad but still regionally concentrated footprint.

- **Nordics** (27%) — 2025 reported geographic revenue split
- **Rest of Europe** (42%) — 2025 reported geographic revenue split
- **North America** (27%) — 2025 reported geographic revenue split
- **Asia/Australia** (4%) — 2025 reported geographic revenue split

- Headquartered in Malmö, Sweden
- Strong Nordic base with wider European distribution
- North America is a major revenue region
- Asia/Australia is a smaller but established market
- Own e-commerce operates in 23 countries

## Strategy

New Nordic’s strategy centers on expanding existing markets rather than relying on new-country entry, using brand building, distribution breadth, and product innovation to support growth. The company also emphasizes its herbal expertise and direct e-commerce presence as ways to deepen customer reach and strengthen its position in dietary supplements.

- **Strengthen existing markets** (short-term) — The company is prioritizing deeper penetration where it already has distribution and brand awareness.
- **Product innovation and portfolio expansion** (medium-term) — New products help the company stay relevant in growing supplement and beauty categories.
- **Build direct-to-consumer reach** (medium-term) — Own e-commerce improves customer access and reduces reliance on third-party channels.

- Grow sales of the strongest products in existing markets
- Increase brand visibility through marketing and distribution
- Expand the product portfolio in growing categories
- Use product innovation to support category leadership
- Leverage e-commerce in 23 countries for direct reach

## Risks

New Nordic is exposed to demand swings in consumer health products, retailer inventory decisions, and changes in consumer preferences. Its international footprint also creates foreign exchange, regulatory, trade, and geopolitical exposure, while brand reputation and product launches are important because the business depends on trust and repeat purchases.

- **Retailer inventory destocking** [high] — Sales depend on channel partners carrying and replenishing products, so lower stock levels can reduce reported revenue.
- **Foreign exchange volatility** [medium] — The company sells across regions and currencies, so currency moves can affect translated revenue and costs.
- **Consumer trend and demand shifts** [medium] — Dietary supplements and beauty products are discretionary and depend on consumer preferences and wellness trends.
- **Regulatory and trade intervention risk** [medium] — Health products face labeling, import, and market-access requirements that can vary by country.
- **Brand and reputational risk** [medium] — The business relies on trust in the New Nordic brand and its health positioning.

- Retailer inventory changes can affect near-term sales
- Consumer demand may shift with trends and macro conditions
- FX moves matter because revenue spans multiple currencies
- Regulatory and trade rules can affect product access
- Brand reputation is critical in health and wellness products

## Accounting

The company’s results are sensitive to revenue timing across retail and e-commerce channels, as well as to quarterly seasonality in consumer demand. Investors should also watch estimates around inventory, product mix, foreign exchange effects, and any impairment risk on the relatively small base of tangible and intangible assets described in the reports.

- **Revenue recognition by channel** — Reported sales timing
- **Seasonality** — Quarterly revenue and margin volatility
- **Foreign currency translation** — Top-line and earnings translation effects
- **Inventory and product mix** — Gross margin and inventory valuation
- **Asset impairment and depreciation** — Operating profit and balance sheet carrying values

- Revenue timing differs between retail and e-commerce channels
- Quarterly seasonality can affect comparability of sales and margins
- Foreign exchange translation impacts reported revenue and costs
- Inventory and product mix affect gross margin
- Low asset base means impairment and depreciation assumptions matter

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*Last updated: 2026-08-11T04:04:54.799695+00:00*