Synsam Group Reports Improved Q1 Profitability and Announces Haaland Partnership to Launch Online Sales in Europe

Synsam Group reported net sales of SEK 1,773 million for Q1 2026, up 3.8 percent, with organic growth at 5.6 percent. EBIT increased to SEK 186 million, and cash flow from operating activities rose to SEK 374 million. Net sales from spectacles subscriptions grew 6.1 percent, reaching approximately 770,000 customers. Following the quarter, Synsam announced an exclusive strategic partnership with football star Erling Haaland. This collaboration involves launching a new collection of eyewear, sunglasses, and sports eyewear. Crucially, this initiative marks Synsam’s launch of online sales via synsam.com in selected European markets, aiming for cost-effective international expansion beyond its core Nordic operations.