| 2020 | 2019 | 2018 | |
| Number of visits, million2) | 33.4 | 26.7 | 26,8 |
| Number of new customers, thousand2) | 149 | 107 | 103 |
| Number of orders, thousand2) | 206 | 152 | 148 |
| Gross profit, SEK | 344,789,136 | 250,385,640 | 204,839,124 |
| Gross margin, %1) | 61.4 | 59.3 | 55.6 |
| EBIT1) | 104,152,551 | 46,908,438 | 21 509,676 |
| EBIT margin, %1) | 18.5 | 11.1 | 5.8 |
| EBITDA1) | 111,961,784 | 55,063,724 | 23,202,839 |
| EBITDA margin, %1) | 19.9 | 13.0 | 6.3 |
| Shipping and other selling expenses as a portion of net revenue, %1) | 10.7 | 11.1 | 11.6 |
| Average NPS value2) | 67 | – | – |
| Average order value, SEK2) | 3,755 | 3,727 | 3.333 |
| Average TrustPilot value2) | 4.80 | 4.80 | 4.80 |
| Investments as a portion of net revenue,%1) | 0.4 | 0.2 | 0.1 |
| Adjusted EBIT, SEK1) | 109,195,551 | 50,798,438 | 22,615,676 |
| Adjusted EBIT margin,%1) | 19.4 | 12.0 | 6.1 |
| Cash conversion, %1) | 166.8 | 84.7 | 70.7 |
| Inventory value as a portion of net revenue, %1) | 16.2 | 32.8 | 38.7 |
| Marketing costs as a portion of net revenue, %1) | 27.4 | 29.4 | 30.6 |
| Average number of employees | 69 | 68 | 67 |
| Net revenue, SEK | 561,883,476 | 422,478,919 | 368,241,375 |
| Net revenue growth, %1) | 33.0 | 14.7 | 13.0 |
| Operating cash flow, SEK1) | 193,977,947 | 54,496,302 | 16,402,546 |
| Operating cash flow adjusted for non-cash flow items, SEK1) | 185,721,154 | 46,664,647 | 16 402,546 |
| Organic growth, % 1) | 33.0 | 14.7 | 13.0 |
| Product expenses as a portion of net revenue, %1) | 27.9 | 29.6 | 32.8 |
| Return rate in percent2) | 15.8 | 14.9 | 14.3 |
| Working capital, SEK1) | -14,219,139 | 82,824,013 | 86,642,605 |
| Working capital as a portion of net revenue, %1) | -0.3 | 19.6 | 23.5 |
| Profit for the period, SEK | 79,983,310 | 33,757,181 | 13,556,815 |
| Profit for the period, margin, %1) | 14.2 | 7.9 | 3.7 |
1) Alternative performance measures (measures that are not defined under IFRS).
2) This key performance indicator is presented excluding values linked to the operations in the divested subsidiary ArtGlass i Malmö AB.