For the 2012/2013 fiscal year, Swedish outdoor online retailer Addnature has reported a sales increase of almost 40 percent to 180 million Swedish kronor (€20.2m-$27.5m). The year before, sales had increased by over 30 percent.

Although Addnature has had a very steep growth curve over the past few years, the company has maintained profitability. Net profits came to just over SEK5 million (€0.6m-$0.8m) in the past year, down slightly from SEK 6.5 (€0.7m-$0.9m) million the year before.

E-commerce in Sweden is growing significantly. During the third quarter of 2013, total online sales rose by 13 percent in the country when compared with the same period last year. Observers estimate that e-commerce will amount to over SEK 37 billion (€415.4m-$565.3m) in 2013, which would represent growth of 18 percent and an increased proportion of total retail sales. Sporting goods represent one of the sectors with the highest sales growth online in Sweden. Another double-digit increase is expected in 2013, taking the total amount to be well over one billion kronor (€112m-$153m).