Royal Design, an e-retailer celebrating its 25th anniversary, is undergoing a major brand overhaul to address persistent financial losses. Despite a sales surge during the pandemic, the company's financial troubles worsened in 2022, with sales dropping from SEK 1.2 billion to SEK 1 billion and losses increasing to SEK -93 million.
However, to reverse this trend, Royal Design has launched a revamped brand identity and positioning. CEO Nanna Hedlund explains that the company is shifting focus from scaling up to streamlining operations for profitability. The updated strategy includes a more modern shopping experience, faster deliveries, and a curated product range to enhance customer attraction and growth. Now, 95% of orders are shipped within 36 hours, a significant improvement valued by customers.
Photo: Royal Design.
A major marketing campaign, featuring influencer Bianca Ingrosso, will kick off in early September to promote the rebranding efforts. The campaign aims to boost Royal Design's market position by reaching a wider audience and enhancing the customer experience.
Source: www.ehandel.se