Annual review 2021


The year 2021 was about focusing on adjustment for the future. A new strategic direction was launched with the goal of becoming Sweden’s leading e-retailer with optimal physical presence. Priority investments in developed customer offerings, strengthening the brand, growing e-commerce and increasing digitalization and automation were launched during the year.



Sales in the stores, mainly around the city centers, were severely affected by restrictions at the beginning of 2021, after which sales developed positively during the summer and onwards. Sales for the full year increased despite seven store closures. Continued high demand online led to strong e-commerce growth. During the year, there was a strong focus on implementing new future investments, adjusting the cost base, updating the operating model, and automating and streamlining processes with the support of a new business system and data-driven decision-making.



Extensive customer segmentation has been carried out, which provides insight into driving forces and the need to match customers’ preferences regarding product range, channels, experiences and prices. Continued investments are being made to strengthen the digital customer experience with increased personalization, and various delivery options. New functionalities are now offered on å to give customers a first-class experience with relevant and targeted offers.



Åhléns’ new robotic warehouse in Rosersberg outside Stockholm is expected to open in the summer of 2022. The resulting new and more efficient logistics with a high degree of automation will provide faster and smoother deliveries to customers and strengthen Åhléns’ e-commerce offering. For an even better customer experience, Åhléns’ customer service is being digitalized and further developed and the opportunity to deliver directly from store to customer is being launched.



During the year, Åhléns’ own brand Carin Wester took a new direction with inspiration from the brand’s dna, and a new sub-brand, C.W by Carin Wester, was launched. In 2022, Åhléns’ transformation will continue with the goal of delivering on the new strategy in the future.


Åhléns outlet – a growing format

The subsidiary Åhléns outlet opened its first store in 2018. In 2021, the outlet stores showed strong growth with strengthened profitability. During the year, three new stores opened and at the end of the year there were ten stores. Additional outlet stores are planned to open in 2022.

The facts

Åhléns is an engaging world of brands and services where we constantly inspire the customer with new discoveries and experiences. With a focus on fulfilling the customer’s needs and dreams, we offer a curated range of carefully selected quality brands and service in beauty, home and fashion in an inspiring and easily accessible way via our e-commerce and our department stores. Åhléns outlet and designtorget are subsidiaries.

Ownership: 100%

Number of employees: 1,629


KEY RATIOS, MSEK 2021 2020
Net sales 4,743 4,328
ProfitAX -152 -331
Profit/loss after net financial items -152 -331