After record sales in 2021, boosted by the COVID baby boom, the company's sales have declined in recent years. This, combined with higher personnel costs that had been estimated for continued growth in 2021, has led to a temporary period of lower profitability for the company. However, with the implementation of the new BI tool, along with the introduction of new products and strengthened marketing efforts, the company is well positioned to improve operational efficiency and drive a recovery in revenue growth. The launch of the new online innovation is expected to facilitate further growth and increase customer engagement.

The big change for this growth is the online tool, made leading to scale easily. Birth list growth is triggered by the New Life module, which provides online convenience. This, combined with the expertise of the showroom, enhances customer engagement.

The digital marketing and partnerships also contribute to loose sales of purchases customers still make after closing their birth lists until their children are 4 years old. These sales are driven by data marketing.

At the same time, stroller rentals and marketing tools are expected to make smaller but gradually increasing contributions to overall sales, but are crucial for the prospective parent.

A slightly positive EBITDA is expected in 2025, although a slight initial loss is also anticipated due to continued investments in key areas such as the New Life tool, the stroller rental system, marketing activities, and the interactive showroom. These necessary investments for long-term growth will initially cause some financial pressure due to initial costs. Nevertheless, these strategic expenditures are seen as important investments in the future, which are expected to provide financial benefit over time and strengthen the market position.

By 2026, a sharp improvement in EBITDA is expected, with a significant increase, while Earnings become positive and in line with the company's strategic plans. This growth is expected following the completion of the New Life tool and the intensification of marketing campaigns. Higher birth registrations and sales growth drive not only in stroller rentals but also in other categories. Investment in ERP and technology not only ensures that overhead costs will not grow much in line with sales growth, but also increased operational efficiency.