The company / About Vuxen Group

About Vuxen Group

Vuxen Group grew out of Nordic e-commerce. From a specialised online shop into a listed group with own brands, controlled infrastructure and the ambition to define the next generation of sexual wellness.

Founded: 1999
Listed: Nasdaq First North
Head office: Växjö

1999The company is founded

Own warehouse operations from day one.

2016Own brands

The first proprietary brands are introduced.

2021New logistics centre

The current approximately 5,500 sqm warehouse opens.

14 Feb 2022Listing

Vuxen Group lists on Nasdaq First North.

01 / Origin

Built close to the customer.

Vuxen Group was founded in 1999 with a simple idea: to make shopping for sexual wellness online safe, discreet and accessible. Listening to customers allowed us to develop a relevant range, a smooth buying experience and service that makes a difference.

Own warehouse operations have been part of the business since day one. In a category built on trust, discretion, availability and respectful service have created long-standing customer relationships.

The company did not begin with a group strategy. It began by understanding the customer better.

Vuxen Group employee in the Group's warehouse in Torup — Own logistics has been part of the business since its founding in 1999.

02 / The transition

From retailer to brand owner.

Over time, e-commerce gave us more than growth — it gave us insight. Customer dialogue, reviews and purchasing behaviour revealed what was missing and which products customers wanted.

In 2016, we introduced our first own brands. This created greater differentiation, more control over quality and customer experience, and stronger long-term profitability.

ThenRange, distribution and transaction

NowCustomer relationship, product, brand and infrastructure

Campaign image for WooMe, one of Vuxen Group's proprietary brands — Own brands have been part of the Group’s strategy since 2016.

03 / Vuxen Group today

Control over more of the value chain.

Own brands create clearer positioning.

Employee at Vuxen Group's warehouse and logistics centre in Torup — Warehouse and logistics in Torup.

Today, Vuxen Group is one of the Nordic region’s leading e-commerce companies in sexual wellness. Own brands are combined with product development, data-driven marketing, a shared commerce platform and own logistics.

The current approximately 5,500 sqm warehouse opened in 2021. The property is owned by Purefun Real Estate AB and operations are run by Purefun Logistic AB — both wholly owned subsidiaries.

Market: The Nordics
Category: Sexual wellness
Model: E-commerce and own brands
Infrastructure: Product development, technology and own warehouse

04 / The next chapter

More leverage from what we have already built.

We have built a strong foundation: established customer relationships, own brands, controlled logistics and an organisation able to grow without losing focus.

We are now rebuilding our systems and ways of working around a shared AI-first commerce engine. The new platform is intended to be fully implemented in 2028, enabling the business to grow faster than organisational complexity.

See our target architecture for 2028 →

The next phase is not about rebuilding everything — it is about creating more leverage from what is already in place.

Stronger brandsHigher own-brand shareA more scalable business

Investment case→Financial information→Corporate governance→