Haypp Group AB expands its digital footprint and re‑introduces Zyn in the United States
The Swedish‑listed retailer of nicotine pouches and snus, Haypp Group AB, announced a series of moves that are expected to strengthen its market position in Europe and North America. On 5 September 2025 the company revealed a partnership with Kustom, a leading European payment‑processing provider, and confirmed that it will restart sales of the flagship brand Zyn in the United States starting in September.
Partnership with Kustom strengthens European operations
Haypp Group’s agreement with Kustom, disclosed through a press release and reported by Avanza.se and Cision, brings Kustom’s point‑of‑sale (POS) system to all European markets in which Haypp operates. The integration of Kustom’s cash‑less solution is designed to streamline order fulfilment, reduce transaction friction, and enhance the customer experience across the company’s online platforms.
This expansion of the payment infrastructure aligns with Haypp’s growth strategy. By standardising the checkout process across multiple jurisdictions, the retailer can reduce operational costs, improve data quality for cross‑border sales, and accelerate the rollout of new product lines. Analysts note that the partnership is likely to reinforce the company’s competitive edge against other online snus and nicotine‑pouch retailers in the region.
Re‑launch of Zyn sales in the United States
A separate announcement, covered by Di.se and other Swedish business outlets, confirmed that Haypp Group will resume distribution of Zyn nicotine pouches in the United States in September 2025. The products will be supplied directly by Philip Morris International, the owner of the Zyn brand following its acquisition of Swedish Match. According to the company’s press release, Zyn accounted for 46 % of Haypp’s U.S. revenue in the second quarter of 2024, underscoring the strategic importance of the brand to the retailer’s North American business.
The news has been interpreted as a modest catalyst for the share price. DNB Carnegie analysts estimated that the resumption could lift the stock by 5–10 %, citing the strong demand for nicotine pouches in the U.S. market and the company’s established logistics network. The timing of the announcement—only weeks before the end of the fiscal year—may have amplified the market reaction, as investors anticipate a boost to the upcoming earnings report.
Market context and investor sentiment
Haypp’s share price closed at 153.8 SEK on 3 September, well below its 52‑week high of 165 SEK but comfortably above the 52‑week low of 52.2 SEK. With a market capitalization of approximately 4.46 billion SEK and a price‑to‑earnings ratio of 63.569, the company is trading at a valuation that reflects high growth expectations in the consumer discretionary sector. The recent developments—enhanced payment capabilities and the re‑launch of a dominant brand—provide tangible drivers that may justify a reassessment of the valuation.
The broader Swedish market, as noted in several Avanza reports, was buoyant on the day of the announcements. While other sectors such as Hexagon experienced gains following strategic divestments, Haypp’s performance stood out as an example of how niche consumer brands can leverage digital expansion and supply‑chain partnerships to stimulate shareholder value.
Outlook
Haypp Group AB’s dual focus on technological integration in Europe and market re‑entry in the United States signals a coordinated effort to consolidate its leadership in the nicotine‑pouch sector. By improving operational efficiency with Kustom and capitalising on the proven popularity of Zyn in the U.S., the company is positioning itself for sustained revenue growth. Investors and analysts will likely monitor the impact of these initiatives on upcoming quarterly earnings and the company’s ability to maintain market share amid intensifying competition.