Cura of Sweden broke through with weighted blankets in 2019, the founder behind the company was then the entrepreneur Johan Anderssonwhich previously made a name for itself by selling nail mats. But in 2025, the journey of success had a less happy ending.
When the company was in top form in 2020, they had a turnover of SEK 217.4 million and made an operating profit of SEK 82.2 million. At the same time, they hired popular profiles for ambassadors who Börje Salming and Emma Ingelströmreports Break it.
– I am normally restrictive with advertising assignments, but after I have used the quilt myself for just over two months, I did not hesitate, said the now deceased Börje Salming at the time.
Börje Salming died in 2022. Photo: Stina Stjernkvist/TT
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In 2023, the company had major financial problems and applied for reconstruction. Among other things, the budget had been based on incorrect calculations.
“The review revealed, among other things, that the reporting was based on standard costs instead of historically real costs. These standard costs were completely incorrect,” says the application that Breakit has seen.
This meant that the company needed to make savings, including by raising its prices and cutting staff.
In March 2024, they got out of the reconstruction and Magnus Pettersson was recruited as the new CEO.
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But despite this, the company was in need of more capital and because of that they are forced to go bankrupt.
– During the last eight months, me and the team have worked incredibly hard to get the company back on dry ground, including finding new investors, which we have not succeeded in doing. The changes we implemented mean that we are profitable at the ebit level in December, but we will not be able to cover the upcoming installment payment with our own funds. That’s why we have to file for bankruptcy, says Magnus Pettersson in one press release.
A total of 12 employees are affected by the bankruptcy.
– For the sake of the employees, I really hope and believe that the company has a future, we have created a functioning business model in our own online sales channel that showed profitability both in November and December thanks to the changes implemented, he says.
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