Accessible Brands Index

Q2 2026 · Swedish E-Commerce Market · Methodology v2.2
Brands Ranked
124
across 15 categories
Median AB Score
49.2
population midpoint
#1 Overall
HBO Max
AB 76.1
Compounding Leaders
34
high health + momentum
Dead End brands
41
low health + momentum
Growth window disclosure (required): Experience growth uses Q3/Q4 2025 → Q1 2026. Financial growth uses prior financial year → FY 2024. These windows are deliberately misaligned — 2025 financial filings are not yet available. The 40/60 Health/Momentum blend therefore reflects two non-contemporaneous growth trajectories. This does not invalidate the index, but will be resolved when 2025 filings land (§11.2 validation milestone). ⚑ = provisional category (n<8). ⚠ = estimated financials.

Archetype Distribution 124 brands

The Health × Momentum quadrant places every brand into a strategic position. Health ≥ 50 = strong absolute position today; Momentum ≥ 50 = positive direction of travel.
124brands
Compounding Leaders (34)
Eroding Incumbents (23)
Turnaround Stories (26)
Dead Ends (41)
QuadrantCountMeaning
Compounding Leader34Strong today, accelerating tomorrow
Eroding Incumbent23Healthy today, decelerating
Turnaround Story26Weak base, positive trajectory
Dead End41Low health and declining momentum

Top 10 Brands by AB Score

The ten highest-scoring brands combining current experience quality and profitable growth trajectory.
RankBrandCategory AB ScoreHealthMomentumArchetypeAnalytic Summary
1 HBO Max Streaming media
76.1
72.3
78.7
 Compounding Leader The Profit Rocket. HBO Max ranks #1 on turnover growth of +120% and a 29.7% net margin. Adds profit growth of +267%. The drag: digital energy at 32.0/100. (Health 72.3 · Momentum 78.7 · Compounding Leader.)
2 Kicks Beauty & cosmetics ⚑
70.7
67.7
72.7
 Compounding Leader The Growth Outlier. Kicks ranks #2 on 4.0B SEK turnover and 221M SEK profit. Adds profit growth of +479%. The drag on the score: brand trust only 38/100. (Health 67.7 · Momentum 72.7 · Compounding Leader.)
3 Tele2 Telecom & mobile networks ⚑
68.5
78.8
61.6
 Compounding Leader The Scale Champion. Tele2 ranks #3 on trust growth of +29.4% and a 26.4% net margin. Adds 5.9B SEK profit. The drag on the score: brand trust only 34/100. (Health 78.8 · Momentum 61.6 · Compounding Leader.)
4 Gina Tricot Fashion & apparel
68.3
66.2
69.6
 Compounding Leader The Profit Rocket. Gina Tricot ranks #4 on profit growth of +1000% and 551M SEK profit. Adds a 25.4% net margin. (Health 66.2 · Momentum 69.6 · Compounding Leader.)
5 Storytel Books & media ⚑
68.3
55.3
77.0
 Compounding Leader The Compounding Player. Storytel ranks #5 on trust growth of +16.7% and digital energy score at 67.0/100. Adds 97M SEK profit. The drag on the score: brand trust only 36/100. (Health 55.3 · Momentum 77.0 · Compounding Leader.)
6 Clas Ohlson General merchandise
67.5
62.6
70.8
 Compounding Leader The Growth Outlier. Clas Ohlson ranks #6 on a 7.4% net margin and margin expansion of +208%. Adds profit growth of +253%. (Health 62.6 · Momentum 70.8 · Compounding Leader.)
7 Lyko Beauty & cosmetics ⚑
67.5
59.9
72.6
 Compounding Leader The Growth Outlier. Lyko ranks #7 on turnover growth of +435% and trust growth of +30.8%. Adds profit growth of +1000%. The drag: technical accessibility at 34.4/100. (Health 59.9 · Momentum 72.6 · Compounding Leader.)
8 Dormy Golf Golf ⚑
67.3
68.8
66.4
 Compounding Leader The Trusted Operator. Dormy Golf ranks #8 on 103M SEK profit and a 11.2% net margin. Adds brand search growth of +90.9%. The drag: technical accessibility at 33.6/100. (Health 68.8 · Momentum 66.4 · Compounding Leader.)
9 Boozt Fashion & apparel
66.3
79.4
57.6
 Compounding Leader The Trusted Operator. Boozt ranks #9 on 8.0B SEK turnover and 388M SEK profit. Adds strong demand signal (1 350 000 brand searches). The drag: trust deterioration of -59.1%. (Health 79.4 · Momentum 57.6 · Compounding Leader.)
10 Apotea Pharmacy & health ⚑
65.3
66.8
64.3
 Compounding Leader The Demand Magnet. Apotea ranks #10 on strong demand signal (2 019 000 brand searches) and profit growth of +140%. Adds margin expansion of +100%. The drag: trust deterioration of -16.7%. (Health 66.8 · Momentum 64.3 · Compounding Leader.)

Bottom 10 Brands by AB Score

The ten lowest-scoring brands — caught in the digital dead end or actively eroding value.
RankBrandCategory AB ScoreHealthMomentumArchetypeAnalytic Summary
115 Plantagen Flower & gardening ⚑
34.9
38.2
32.8
 Dead End The Cash Burner. Plantagen lands #115 on profit at -399M SEK combined with margin erosion of -597% — and deeply negative net margin (-26.5%). One bright spot: brand search growth at +31.4%. (Health 38.2 · Momentum 32.8 · Dead End.)
116 Stadium outlet.se ⚠ Sports & outdoor
33.9
38.2
31.1
 Dead End The Stuck in the Dead End. Stadium outlet.se lands #116 on readability at 38.0/100 combined with trust deterioration of -19.2% — and turnover decline of -7.8%. One bright spot: profit growth at +104%. ⚠ Estimated financials. (Health 38.2 · Momentum 31.1 · Dead End.)
117 Skopunkten ⚠ Shoes & footwear ⚑
33.9
42.3
28.4
 Dead End The Reversal. Skopunkten lands #117 on trust deterioration of -54.1% combined with negative net margin (-3.2%) — and profit at -33M SEK. ⚠ Estimated financials. (Health 42.3 · Momentum 28.4 · Dead End.)
118 Engelssons Sports & outdoor
33.5
51.6
21.4
 Eroding Incumbent The Reversal. Engelssons lands #118 on digital energy at 30.0/100 combined with trust deterioration of -10.3% — and brand search decline of -35.3%. (Health 51.6 · Momentum 21.4 · Eroding Incumbent.)
119 Jotex Furniture & home decor
29.9
37.8
24.7
 Dead End The Reversal. Jotex lands #119 on margin erosion of -115% combined with profit collapse of -116% — and turnover decline of -5.2%. (Health 37.8 · Momentum 24.7 · Dead End.)
120 sportshopen.com Sports & outdoor
28.8
26.7
30.3
 Dead End The Loss Maker. sportshopen.com lands #120 on profit collapse of -484% combined with margin erosion of -142% — and negative net margin (-1.5%). (Health 26.7 · Momentum 30.3 · Dead End.)
121 Mathem Grocery & food ⚑
28.8
26.7
30.3
 Dead End The Loss Maker. Mathem lands #121 on technical accessibility at 17.5/100 combined with deeply negative net margin (-52.8%) — and turnover decline of -9.7%. (Health 26.7 · Momentum 30.3 · Dead End.)
122 PQ Golf Golf ⚑
28.6
23.8
31.9
 Dead End The Friction Trap. PQ Golf lands #122 on profit collapse of -345% combined with margin erosion of -252% — and negative net margin (-9.5%). One bright spot: turnover growth at +26.9%. (Health 23.8 · Momentum 31.9 · Dead End.)
123 Hornbach Construction retail ⚑
28.0
36.9
22.1
 Dead End The Loss Maker. Hornbach lands #123 on profit at -123M SEK combined with negative net margin (-4.0%) — and trust deterioration of -12.5%. (Health 36.9 · Momentum 22.1 · Dead End.)
124 Lampgallerian Furniture & home decor
24.0
29.2
20.4
 Dead End The Cash Burner. Lampgallerian lands #124 on margin erosion of -992% combined with deeply negative net margin (-58.9%) — and profit collapse of -421%. (Health 29.2 · Momentum 20.4 · Dead End.)

Category Leaders 15 categories

The highest AB-scoring brand within each of the 15 canonical categories. Provisional flag (⚑) means the category has fewer than 8 brands — interpret category-level rankings with caution.
CategoryCategory LeaderAB ScoreHealthMomentumArchetypeAnalytic Summary
Streaming media HBO Max
76.1
72.3
78.7
 Compounding Leader The Profit Rocket. HBO Max ranks #1 on turnover growth of +120% and a 29.7% net margin. Adds profit growth of +267%. The drag: digital energy at 32.0/100. (Health 72.3 · Momentum 78.7 · Compounding Leader.)
Beauty & cosmetics ⚑ Provisional Kicks
70.7
67.7
72.7
 Compounding Leader The Growth Outlier. Kicks ranks #2 on 4.0B SEK turnover and 221M SEK profit. Adds profit growth of +479%. The drag on the score: brand trust only 38/100. (Health 67.7 · Momentum 72.7 · Compounding Leader.)
Telecom & mobile networks ⚑ Provisional Tele2
68.5
78.8
61.6
 Compounding Leader The Scale Champion. Tele2 ranks #3 on trust growth of +29.4% and a 26.4% net margin. Adds 5.9B SEK profit. The drag on the score: brand trust only 34/100. (Health 78.8 · Momentum 61.6 · Compounding Leader.)
Books & media ⚑ Provisional Storytel
68.3
55.3
77.0
 Compounding Leader The Compounding Player. Storytel ranks #5 on trust growth of +16.7% and digital energy score at 67.0/100. Adds 97M SEK profit. The drag on the score: brand trust only 36/100. (Health 55.3 · Momentum 77.0 · Compounding Leader.)
Fashion & apparel Gina Tricot
68.3
66.2
69.6
 Compounding Leader The Profit Rocket. Gina Tricot ranks #4 on profit growth of +1000% and 551M SEK profit. Adds a 25.4% net margin. (Health 66.2 · Momentum 69.6 · Compounding Leader.)
General merchandise Clas Ohlson
67.5
62.6
70.8
 Compounding Leader The Growth Outlier. Clas Ohlson ranks #6 on a 7.4% net margin and margin expansion of +208%. Adds profit growth of +253%. (Health 62.6 · Momentum 70.8 · Compounding Leader.)
Golf ⚑ Provisional Dormy Golf
67.3
68.8
66.4
 Compounding Leader The Trusted Operator. Dormy Golf ranks #8 on 103M SEK profit and a 11.2% net margin. Adds brand search growth of +90.9%. The drag: technical accessibility at 33.6/100. (Health 68.8 · Momentum 66.4 · Compounding Leader.)
Pharmacy & health ⚑ Provisional Apotea
65.3
66.8
64.3
 Compounding Leader The Demand Magnet. Apotea ranks #10 on strong demand signal (2 019 000 brand searches) and profit growth of +140%. Adds margin expansion of +100%. The drag: trust deterioration of -16.7%. (Health 66.8 · Momentum 64.3 · Compounding Leader.)
Furniture & home decor IKEA
64.1
77.0
55.4
 Compounding Leader The Margin Machine. IKEA ranks #12 on 2.8B SEK profit and strong demand signal (4 350 000 brand searches). Adds 7.8B SEK turnover. The drag on the score: brand trust only 28/100. (Health 77.0 · Momentum 55.4 · Compounding Leader.)
Grocery & food ⚑ Provisional ICA
63.3
80.0
52.2
 Compounding Leader The Scale Champion. ICA sits #15 on margin expansion of +821% and 107.8B SEK turnover. Adds 3.7B SEK profit. The drag on the score: brand trust only 34/100. (Health 80.0 · Momentum 52.2 · Compounding Leader.)
Sports & outdoor Naturkompaniet
59.8
60.7
59.2
 Compounding Leader The Balanced Performer. Naturkompaniet sits #26 on brand search growth of +65.8% and 62M SEK profit. Adds trust growth of +25.8%. (Health 60.7 · Momentum 59.2 · Compounding Leader.)
Construction retail ⚑ Provisional Byggmax
56.1
52.3
58.6
 Compounding Leader The Balanced Performer. Byggmax sits #38 on 132M SEK profit and 5.1B SEK turnover. Adds margin expansion of +43.5%. (Health 52.3 · Momentum 58.6 · Compounding Leader.)
Flower & gardening ⚑ Provisional Blomsterlandet
54.2
60.3
50.1
 Compounding Leader The Balanced Performer. Blomsterlandet sits #45 on 1.9B SEK turnover and digital energy score at 77.0/100. The drag: trust deterioration of -14.3%. (Health 60.3 · Momentum 50.1 · Compounding Leader.)
Consumer electronics Elon
53.0
45.4
58.0
 Turnaround Story The Compounding Player. Elon sits #51 on profit growth of +172% and trust growth of +15.8%. Adds 4.1B SEK turnover. The drag on the score: brand trust only 38/100. (Health 45.4 · Momentum 58.0 · Turnaround Story.)
Shoes & footwear ⚑ Provisional Scorett
48.4
47.6
48.9
 Dead End The Stuck in the Dead End. Scorett sits #65 on brand trust of only 30/100 combined with trust deterioration of -13.3%. (Health 47.6 · Momentum 48.9 · Dead End.)

Full AB Ranking all 124 brands

All brands sorted by AB Score, descending. See .xlsx for analytic summaries on every brand.
RankBrandCategory AB ScoreHealthMomentumArchetype
1 HBO Max Streaming media
76.1
72.3
78.7
 Compounding Leader
2 Kicks Beauty & cosmetics ⚑
70.7
67.7
72.7
 Compounding Leader
3 Tele2 Telecom & mobile networks ⚑
68.5
78.8
61.6
 Compounding Leader
4 Gina Tricot Fashion & apparel
68.3
66.2
69.6
 Compounding Leader
5 Storytel Books & media ⚑
68.3
55.3
77.0
 Compounding Leader
6 Clas Ohlson General merchandise
67.5
62.6
70.8
 Compounding Leader
7 Lyko Beauty & cosmetics ⚑
67.5
59.9
72.6
 Compounding Leader
8 Dormy Golf Golf ⚑
67.3
68.8
66.4
 Compounding Leader
9 Boozt Fashion & apparel
66.3
79.4
57.6
 Compounding Leader
10 Apotea Pharmacy & health ⚑
65.3
66.8
64.3
 Compounding Leader
11 Careofcarl Fashion & apparel
65.1
46.6
77.4
 Turnaround Story
12 IKEA Furniture & home decor
64.1
77.0
55.4
 Compounding Leader
13 Rusta General merchandise
63.5
70.5
58.8
 Compounding Leader
14 Netflix Streaming media
63.4
55.2
68.9
 Compounding Leader
15 ICA Grocery & food ⚑
63.3
80.0
52.2
 Compounding Leader
16 Spotify Streaming media
63.1
61.9
63.8
 Compounding Leader
17 Jula General merchandise
63.1
69.2
59.1
 Compounding Leader
18 Apoteket Hjärtat Pharmacy & health ⚑
61.6
58.2
63.9
 Compounding Leader
19 Svenskt tenn Furniture & home decor
61.1
55.9
64.5
 Compounding Leader
20 Budget Golf Golf ⚑
61.1
51.6
67.5
 Compounding Leader
21 Jysk Furniture & home decor
61.1
69.3
55.6
 Compounding Leader
22 Hylte-lantman.com General merchandise
60.8
48.7
68.8
 Turnaround Story
23 AdLibris Books & media ⚑
60.8
56.1
64.0
 Compounding Leader
24 Miinto.se Fashion & apparel
60.7
51.1
67.2
 Compounding Leader
25 Lager157.com Furniture & home decor
60.3
58.5
61.5
 Compounding Leader
26 Naturkompaniet Sports & outdoor
59.8
60.7
59.2
 Compounding Leader
27 Hemköp Grocery & food ⚑
59.7
66.0
55.5
 Compounding Leader
28 sova.se Furniture & home decor
59.1
42.2
70.3
 Turnaround Story
29 Cocopanda Beauty & cosmetics ⚑
59.0
50.6
64.6
 Compounding Leader
30 Apohem Pharmacy & health ⚑
58.7
41.8
70.0
 Turnaround Story
31 Willy:s Grocery & food ⚑
58.5
63.5
55.2
 Compounding Leader
32 Kidsbrandstore.se Fashion & apparel
58.1
46.1
66.1
 Turnaround Story
33 Hemtex Furniture & home decor
58.1
60.1
56.8
 Compounding Leader
34 Nelly Fashion & apparel
57.9
66.0
52.6
 Compounding Leader
35 Telenor Telecom & mobile networks ⚑
57.8
66.1
52.2
 Compounding Leader
36 Zalando Fashion & apparel
57.0
53.0
59.7
 Compounding Leader
37 Doz apotek Pharmacy & health ⚑
56.2
43.1
65.0
 Turnaround Story
38 Byggmax Construction retail ⚑
56.1
52.3
58.6
 Compounding Leader
39 Bauhaus Construction retail ⚑
55.9
27.8
74.6
 Turnaround Story
40 Meds Pharmacy & health ⚑
55.5
45.8
61.9
 Turnaround Story
41 Biltema General merchandise
55.5
69.5
46.2
 Eroding Incumbent
42 Bygghemma Construction retail ⚑
55.4
51.3
58.2
 Compounding Leader
43 polarnopyret.se Fashion & apparel
55.2
49.7
58.8
 Turnaround Story
44 Apoteket Pharmacy & health ⚑
54.7
67.5
46.2
 Eroding Incumbent
45 Blomsterlandet Flower & gardening ⚑
54.2
60.3
50.1
 Compounding Leader
46 Bookbeat Books & media ⚑
54.2
34.2
67.5
 Turnaround Story
47 Addnature Sports & outdoor
54.1
43.6
61.2
 Turnaround Story
48 Outnorth Sports & outdoor
53.8
44.1
60.3
 Turnaround Story
49 MIO Furniture & home decor
53.8
74.8
39.9
 Eroding Incumbent
50 Johnells Fashion & apparel
53.1
58.4
49.6
 Eroding Incumbent
51 Elon Consumer electronics
53.0
45.4
58.0
 Turnaround Story
52 Kappahl Fashion & apparel
53.0
62.4
46.7
 Eroding Incumbent
53 svenskahem.se Furniture & home decor
52.4
43.2
58.6
 Turnaround Story
54 Interflora.se Flower & gardening ⚑
52.2
57.8
48.5
 Eroding Incumbent
55 Nordiska Galleriet Furniture & home decor
51.2
42.6
56.9
 Turnaround Story
56 NordicaGolf Golf ⚑
50.8
42.8
56.0
 Turnaround Story
57 Amazon Consumer electronics
50.3
43.8
54.7
 Turnaround Story
58 Tre Telecom & mobile networks ⚑
50.1
76.3
32.6
 Eroding Incumbent
59 Lindex Fashion & apparel
50.0
54.7
46.8
 Eroding Incumbent
60 Gudrunsjoden Fashion & apparel
49.8
35.3
59.5
 Turnaround Story
61 Apple TV+ Streaming media
49.4
55.3
45.4
 Eroding Incumbent
62 Sportson.se Sports & outdoor
49.2
30.6
61.6
 Turnaround Story
63 Ginza Consumer electronics
49.1
37.1
57.1
 Turnaround Story
64 Adidas Fashion & apparel
48.8
47.2
49.9
 Dead End
65 Scorett Shoes & footwear ⚑
48.4
47.6
48.9
 Dead End
66 Parfym.se Beauty & cosmetics ⚑
48.3
54.2
44.4
 Eroding Incumbent
67 Willabgarden.com Flower & gardening ⚑
47.9
54.3
43.6
 Eroding Incumbent
68 Dustin Consumer electronics
47.5
56.6
41.5
 Eroding Incumbent
69 H&M Fashion & apparel
47.4
49.0
46.3
 Dead End
70 Webhallen Consumer electronics
47.3
35.8
55.0
 Turnaround Story
71 Swedol General merchandise
47.3
60.7
38.3
 Eroding Incumbent
72 Telia Telecom & mobile networks ⚑
47.0
61.2
37.6
 Eroding Incumbent
73 Coop Grocery & food ⚑
47.0
55.7
41.2
 Eroding Incumbent
74 Zara Fashion & apparel
46.9
52.5
43.2
 Eroding Incumbent
75 Kronans Apotek Pharmacy & health ⚑
46.9
54.0
42.2
 Eroding Incumbent
76 Nordic feel Beauty & cosmetics ⚑
46.7
45.5
47.6
 Dead End
77 Nordic Nest Furniture & home decor
46.5
53.2
42.0
 Eroding Incumbent
78 Sellpy Fashion & apparel
45.9
42.6
48.0
 Dead End
79 Kjell & Company Consumer electronics
45.8
49.0
43.8
 Dead End
80 Royal design Furniture & home decor
45.3
34.1
52.7
 Turnaround Story
81 Power Consumer electronics
45.3
37.0
50.8
 Turnaround Story
82 Trendrum Furniture & home decor
44.7
25.5
57.5
 Turnaround Story
83 Elgiganten Consumer electronics
44.6
48.2
42.3
 Dead End
84 Tretti.se Consumer electronics
44.6
47.3
42.7
 Dead End
85 Bubbleroom Fashion & apparel
43.8
36.5
48.6
 Dead End
86 K-Bygg Construction retail ⚑
43.5
43.3
43.6
 Dead End
87 Viaplay Streaming media
43.4
27.6
53.9
 Turnaround Story
88 teamsportia.com Sports & outdoor
42.8
50.7
37.5
 Eroding Incumbent
89 Stadium ⚠ Sports & outdoor
42.7
47.8
39.2
 Dead End
90 MQ Fashion & apparel
42.7
50.8
37.3
 Eroding Incumbent
91 Svenssons.se Furniture & home decor
42.6
45.7
40.5
 Dead End
92 Matsmart Grocery & food ⚑
42.2
32.7
48.6
 Dead End
93 NetOnNet Consumer electronics
40.8
46.8
36.7
 Dead End
94 City Gross Grocery & food ⚑
40.6
44.3
38.2
 Dead End
95 TV4 play Streaming media
39.9
55.5
29.4
 Eroding Incumbent
96 Jysk.se General merchandise
39.7
50.2
32.6
 Eroding Incumbent
97 Cubus Fashion & apparel
39.5
38.5
40.2
 Dead End
98 hifiklubben.se Consumer electronics
39.0
39.7
38.6
 Dead End
99 Bokus Books & media ⚑
39.0
44.9
35.2
 Dead End
100 Indiska Fashion & apparel
38.9
20.5
51.1
 Turnaround Story
101 Cervera Furniture & home decor
38.2
40.6
36.6
 Dead End
102 Din Sko ⚠ Shoes & footwear ⚑
37.9
41.3
35.7
 Dead End
103 Disney+ Streaming media
37.8
42.3
34.8
 Dead End
104 SVT play Streaming media
37.8
46.7
31.9
 Dead End
105 Wexthuset Flower & gardening ⚑
37.7
30.8
42.4
 Dead End
106 Brothers.se Fashion & apparel
37.6
30.4
42.4
 Dead End
107 Intersport Sports & outdoor
36.2
42.7
31.8
 Dead End
108 Bangerhead Beauty & cosmetics ⚑
35.9
44.3
30.3
 Dead End
109 Bolist Construction retail ⚑
35.9
29.1
40.5
 Dead End
110 widfors.se Sports & outdoor
35.8
30.9
39.1
 Dead End
111 CDON Consumer electronics
35.7
40.3
32.5
 Dead End
112 Komplett Consumer electronics
35.5
34.3
36.3
 Dead End
113 Beijer Construction retail ⚑
35.0
40.8
31.1
 Dead End
114 Granngarden.se General merchandise
35.0
39.4
32.0
 Dead End
115 Plantagen Flower & gardening ⚑
34.9
38.2
32.8
 Dead End
116 Stadium outlet.se ⚠ Sports & outdoor
33.9
38.2
31.1
 Dead End
117 Skopunkten ⚠ Shoes & footwear ⚑
33.9
42.3
28.4
 Dead End
118 Engelssons Sports & outdoor
33.5
51.6
21.4
 Eroding Incumbent
119 Jotex Furniture & home decor
29.9
37.8
24.7
 Dead End
120 sportshopen.com Sports & outdoor
28.8
26.7
30.3
 Dead End
121 Mathem Grocery & food ⚑
28.8
26.7
30.3
 Dead End
122 PQ Golf Golf ⚑
28.6
23.8
31.9
 Dead End
123 Hornbach Construction retail ⚑
28.0
36.9
22.1
 Dead End
124 Lampgallerian Furniture & home decor
24.0
29.2
20.4
 Dead End
Accessible Brands Index Q2 2026 · Methodology v2.2 · 27 May 2026 · © Accessible Brands. All rights reserved.