Industry · municipality
The Cosmetics Retail Industry in Sandefjord: Current Status and Future Prospects
Analysis of Companies, Economic Data, and Opportunities for Entrepreneurs in Sandefjord
Executive Summary
The cosmetics retail industry in Sandefjord has shown both strength and uncertainty in recent years. With 16 registered companies in the municipality (18 in total in the area) and an average annual revenue of over 173 million Norwegian kroner in 2026, the industry demonstrates potential. However, it has been marked by significant fluctuations in both sales and employee numbers, with a sharp increase in 2021 followed by a decline in 2022–2023. This dynamic underscores the need for strategic planning for new entrants.
Economic Data and Trends
Sales and Employee Development
- Sales: The industry experienced an extreme increase of 648.5% from 2020 to 2021, but fell by 33.3% from 2025 to 2026. The highest sales reached 301.9 million Norwegian kroner in 2021.
- Employees: The number of employees peaked at 39 in 2022, but dropped to 27 in 2024 before a mild increase to 29 in 2026.
Economic Indicators
- EBITDA margin: Average of 12% for active companies.
- Average income per employee: 881,000 Norwegian kroner in 2026.
- Gross margin: Up to 5121% for some companies (may be due to special accounting methods or data errors).
Companies and Organizational Forms
Key Companies in the Industry
| Company | Establishment Year | Employees | EBITDA (2026) | Notes |
|---|---|---|---|---|
| Rituals Cosmetics Norway AS | 2021 | 10 | 1.0M | Largest operating company with 8.0M in operating income |
| Helena Cosmetics AS | 1993 | 0 | 3.7M | High growth of 50% in 2026 |
| Blush AS | 2014 | 0 | 10.1M | High income of 173.9M in 2026 |
| G Capital AS | 2020 | 0 | -36K | Negative operating result |
Organizational Forms
- AS: 4 companies (29 employees, 8.0M in operating income)
- ENK: 6 companies (all with 0 employees)
- Other forms: 6 companies with various organizational forms.
Geographic Distribution of Activity
Geographic Distribution
- Sandefjord: 4 companies and 29 employees, primarily located at Torget 7 and other central addresses.
- Other areas: Melsomvik and Hubroåsen also have activity, but with fewer companies.
Key Addresses
- Torget 7 is a key address with Rituals Cosmetics, Arander AS, and Kicks Norge AS.
- Havneløkka 3 and Leif Weldings vei 10 are other central locations.
Dynamics and Risks
Bankruptcies and Financial Risks
- No companies are bankrupt: All 16 companies are still in operation.
- Financial challenges:
- G Capital AS has a negative operating result (-36K) and high debt (14.4M).
- Gegoraf AS has a negative operating result (-262K) but high equity (251.6M).
- Stable companies: Rituals Cosmetics and Helena Cosmetics have high equity and positive operating results.
Outlook for Entrepreneurs
Future Prospects
- Strengths: Central locations, existing companies with high equity and positive operating results.
- Outlook:
- Opportunities: Niche markets and specialized products may have potential.
- Risks: Uncertainty in sales and operating results, especially for new companies.
- Recommendation: Establishing in central locations and focusing on differentiating offerings can increase the likelihood of success.
Conclusion
The cosmetics retail industry in Sandefjord shows both opportunities and challenges. With existing companies in operation and central locations, new entrants can find opportunities, but must be mindful of market dynamics. SmartGrunder can help entrepreneurs find optimal addresses and strategies to ensure success in this industry.