Estrid shares
Unlisted company
Estrid was founded in 2019 as a consumer shaving brand with a direct-to-consumer model based on subscriptions and e-commerce. All products are vegan and cruelty-free, and the stainless steel handle comes with a lifetime warranty.
Revenue
Revenue is generated through two channels: direct sales via the company’s e-commerce platform, where customers subscribe to razor blades with a delivery frequency of their choice and no commitment period, and sales through physical retail via partnerships with retail chains. The subscription model creates recurring revenue and a direct customer relationship, while the retail channel provides volume and brand exposure.
Markets
Estrid operates in a number of European markets through a combination of its own e-commerce platform and partnerships with local retail chains, while product development and brand strategy are managed centrally from its headquarters in Stockholm.
Growth strategy
Strategically, Estrid aims to grow through geographic expansion in Europe by entering new markets, transitioning from a pure direct-to-consumer model to an omnichannel model with a physical retail presence through partnerships with established chains, and broadening its product range from shaving to adjacent body care categories. Digital customer acquisition through social media and influencer marketing is also complemented by brand-building initiatives to support its retail presence.
Offering and customers
Subscription-based direct sales that generate recurring revenue
Vegan and cruelty-free product range with a lifetime warranty on handles
Presence in several European markets, with Sweden and the United Kingdom as core markets
Channels and growth
Complementary retail channel through partnerships with established chains
Digital customer acquisition through social media and brand-led marketing
Expansion from shaving products into complementary body care categories
Financial performance
Published 6 October 2026Published figures from the company’s own reports. Amounts in MSEK · change from the previous year
- Cash and bank 2024-12-31
- 63MSEK
- Burn rate
- 2.4MSEK/mo
- Runway
- 26mo
- Equity ratio
- 38.1%
| Metric | FY 2024 | FY 2023 | FY 2022 | FY 2021 |
|---|---|---|---|---|
| Net sales | 864(+29 %) | 669(+56.7 %) | 427(+89.1 %) | 226(+93.2 %) |
| Revenue growth | 29%(-27.6 pp) | 56.7%(-32.5 pp) | 89.1%(-4 pp) | 93.2%(-1,241.9 pp) |
| EBITDA | – | -34 | -212 | -74 |
| EBIT | 6.6 | -38 | -215 | -76 |
| Net income | -4.9 | -52 | -257 | -61 |
| Equity | 122(+0.9 %) | 121(+44.6 %) | 84(-47.2 %) | 159(-12.5 %) |
| Total liabilities | 199(-6.1 %) | 211 | – | – |
| Cash and bank | 63(+18.5 %) | 54(-15.3 %) | 63(-30.1 %) | 90(-40.6 %) |
| Operating cash flow | -29 | -19 | -286 | -93 |
| Equity ratio | 38.1%(+1.7 pp) | 36.4%(+3.9 pp) | 32.5%(-46.9 pp) | 79.5%(-13.6 pp) |
Documents and reports
4New share issues
Latest 1An overview of the company’s capital raising.
| Date | Capital raised | Valuation |
|---|---|---|
| SEK 7m | SEK 1bn |
Questions about Estrid
Is Estrid listed on a stock exchange?
No, Estrid is a private limited company and is not listed on a stock exchange. The company has not carried out an IPO, so the share is not traded on a regulated exchange but on the unlisted market.
What does Estrid do?
Estrid is a Swedish consumer goods company that develops, produces and sells body care products with a focus on shaving. The company sells its products through e-commerce, a subscription model and physical retail in several European markets.
Can I buy shares in Estrid?
Yes, it is possible to buy Estrid shares through trading in unlisted shares, provided there are sellers. Via Eqvor you can place a buy order and be matched with sellers on the unlisted market.
How do I sell shares in Estrid?
If you own shares in Estrid, you can place a sell order via Eqvor and be matched with buyers. When a buyer and a seller are matched, the transaction is completed and the change of ownership is recorded in the company's share register according to the company's applicable routines.
Is Estrid connected to Euroclear?
No, Estrid is currently not connected to Euroclear. This means the shares are recorded directly in the company's share register and not through the Swedish securities system.
Can I hold Estrid shares at Avanza or Nordnet?
Since Estrid is not connected to Euroclear, the shares can normally not be held in an ordinary custody account at Avanza or Nordnet. Ownership is instead recorded directly in the company's share register.
Does Estrid have pre-emption or right-of-first-refusal clauses?
The available company information does not state whether Estrid is subject to right-of-first-refusal or pre-emption clauses. If such terms exist, they are handled in connection with any share transfer under the company's shareholders' agreement or articles of association.
At what price is the Estrid share traded?
Since Estrid is not listed on a stock exchange, there is no official price on a regulated marketplace. The price is instead set by supply and demand between buyers and sellers on the unlisted market.
When will Estrid be listed on a stock exchange?
There is currently no publicly communicated timetable for a stock exchange listing of Estrid. We therefore do not know today when Estrid may be listed, or whether the company will carry out an IPO.
What are the risks of investing in Estrid?
Investing in Estrid involves risk, as do other investments in unlisted shares. The company's value development can be affected by sales growth, margins, brand position, customer acquisition, capital needs, competition and demand for body care products. Trading in unlisted shares also normally involves lower liquidity than trading in exchange-traded shares.
Where can I find Estrid's annual report?
Estrid's annual report is available under Investor relations and Financial reports. There you will find the company's annual reports available for download.
Has Estrid carried out share issues?
Yes, Estrid has carried out capital raises and earlier share issues. Estrid's Capital raised is stated at SEK 466.5 million, showing how much capital the company has raised through earlier financing.
How much capital has Estrid raised in total?
Estrid's Capital raised is stated at SEK 466.5 million. An equity raise is the English term for raising capital; other common terms are funding round, financing or share issue.
Has Estrid reported a profit or a loss?
Estrid reports a negative result in the latest available information. Under Key figures, EBITDA is stated at TSEK 19,832 and net result at TSEK −4,875. The company's earnings trend is also shown in the Result per year chart.