Becoming the #1 sports fashion brand for people who want to feel active and attractive.
Ticker:
BORG
BORG
Market Cap:
1.45B
SEK
Days until report:
-
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Latest info
Latest report
Q2 2024 Report
Published on
August 16, 2024
Upcoming event
Presentation of Q3 2024 Report
Nov 15, 2024
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07:30 CET
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Latest press release
Why invest in Björn Borg?
1.
Strong underwear business with clear growth potential in sports apparel.
Sports apparel huge market
While maintaining a strong position in male underwear in our core markets, we are gaining ground within sports apparel.
Top-of-mind awareness
The awareness of our brand is very high – market leader in the Nordics with a strong continental bridgehead in the Benelux.
Brand that reaches end consumers through any channel
Björn Borg has, during the past few years, shifted its focus from own retail to our own and other retailers’ online shops, while maintaining business with traditional wholesale customers. Our own e-com business is rapidly gaining ground.
2.
Proven track record of steady profitable growth.
High margins
Björn Borg has a history of solidity and an operating margin of around 10%. The continuously refined business model is one of the explanations behind the high solidity.
Stable finances
Focus on profitability in all channels.
Safe equity ratio of above 50% and secured long-term financing.
Safe equity ratio of above 50% and secured long-term financing.
Long-term financial objectives
- Annual sales growth of minimum 10 percent.
- Aiming for an operating margin of a minimum of 10 percent.
- An annual dividend of at least 50 percent of net profit.
- The equity/assets ratio should not fall below 35 percent.
3.
Convincing strategy.
Framework of success
We use a simple framework that offers the key to our future success. We call it the “Björn Borg Framework for Performance”.
Strategic alignment
Focus on three cross-functional strategic themes:
- Consumer-centric organisation. The product is not sold until the consumer has it.
- Build one sports fashion brand. We look the same and sound the same on all channels.
- Our biggest asset is the team. We have a strong value-based performance culture, including a process for organisational efficiency.
4.
Broad target group & versatile range = more prospective consumers.
The people who train to live, not live to train.
- Our target group is wide. It is not that of the training freak. It is a person that knows that life is more than what they lift, run or bend.
- Data-driven communication – our communication is based on facts and data based on market insights.
- Our direct relationship with our target group in social media builds trust and loyalty.
5.
Sustainable business.
- Sustainability one of top three business focus areas
- Roadmap signed off by board and management team
- Functional goals down to individual level
- Committed to cutting carbon emissions in half by 2030 from a 2020 base year
6.
Strong and stable management.
The Björn Borg management team has one representative & specialist of every function within the company. These functional areas are, apart from CEO: Design, product development and sustainability; creative direction, global operations, finances, marketing, e-commerce, sales and human resources.
The management team is evaluated each year in an anonymous employee survey and enjoys an 84% trust in their work, while the company’s middle management gets an equivalent of 88%. The employee engagement rate is 83%.
The management team is evaluated each year in an anonymous employee survey and enjoys an 84% trust in their work, while the company’s middle management gets an equivalent of 88%. The employee engagement rate is 83%.
Our business model
A foundation for stable profitability
Our business model is designed to ensure stable profitability and successful brand positioning with minimal operational risk and capital investment. By leveraging a mix of in-house operations and external partnerships, we efficiently manage and expand our product lines and geographical reach.
Underwear
Björn Borg's largest product category is underwear, offering models for men, women, and children.
Share of total sales in 2023: 55%
Sports Apparel
Björn Borg offers clothing collections for both women and men, mainly fashionable performance apparel in vibrant patterns. The product range comprises two main categories: Performance and Sportswear.
Share of total sales in 2023: 21%
Footwear
As of 2024 Footwear is an integrated part of the Björn Borg business operations and the company offers a range of casual and sporty designer shoes for men and women – sold by independent retailers, footwear and sporting goods chains, department stores, major e-tailers, Björn Borg stores and online at www.bjornborg.com
Share of total sales in 2023: 8%
Other Products
Bags is the largest category of other products, while eyewear is managed by a license partner.
Share of total sales in 2023: 16%
Market overview
The Athleisure market where Björn Borg competes, is growing robustly - projected to reach $709 billion by 2032
387 billion USD
2023
Compound annual growth rate +9.20% yearly
709 billion USD
2032
Market share
Björn Borg thrives in Sweden and the Netherlands with diverse underwear and sports apparel. Strategic focus on European/Nordic expansion secures its position despite major brand competition.
Our largest markets
Sweden
35% of total sales
Established presence Early 1990s
Sales channels
1,284 retailers
5 Björn Borg stores
E-commerce
Read more
2023 update: The Björn Borg brand was registered in Sweden in 1989 and was established during the first half of the 1990s on the Swedish fashion market. The first Björn Borg store was opened in Stockholm in 1994. Today, Sweden accounts for 35 percent of total sales. Björn Borg products are sold through approximately 1,284 retailers around the country, through own retail sales in five Björn Borg stores, two of which are factory outlet stores, and via own e-commerce. Björn Borg today has a wide distribution on the Swedish market and the brand is represented with all product groups. Further broadening at the retailer level takes place selectively with existing and new product categories such as sportswear and performance wear. Sales showed an increase in 2023 of 9 percent compared to the previous year.
Netherlands
23% of total sales
Established presence: 2017
Sales channels
582 retailers
5 Björn Borg stores
Read more
2023 update: Björn Borg AB has owned the former external distributor in the Benelux since January 2017. The acquisition of the Benelux business was an important step in accelerating the vertical integration of Björn Borg’s business and was in line with the strategy to get closer to consumers and retailers in Björn Borg’s main markets. In 2023, the Netherlands was the second largest market for the Björn Borg brand with 23 percent of total sales. Operations in the country started in 1993 and the brand quickly established a position in the Dutch market with growing volumes and a wide presence. Björn Borg products are sold today through approximately 582 retailers and five Björn Borg stores. Björn Borg products in all product areas are available for sale on the Dutch market. Sales in the Netherlands increased during the year by16 percent.
Finland
13% of total sales
Established presence mid 1990s
Sales channels
620 external retailers
5 Björn Borg stores
Read more
2023 update: The brand was established in Finland in the second half of the 1990s. It has developed strongly in recent years and today accounts for approximately 13percent of total sales, and is thus Björn Borg’s third Geographical markets largest market. Underwear is the dominant product area, but footwear, sportswear and bags are also available for sale. Distribution is mainly through external retailers, approximately 662, but there are also five Björn Borg stores in Finland, three of which are factory outlet stores. Sales in Finland was on par with last year.
Ticker: BORG
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Henrik Bunge
CEO
Read bio
- Recruited: 2014
- Born: 1973
- Education: LLB University of Uppsala, Sales - Management Harvard
- Previous assignments: CEO of Peak Performance, Managing Director Group Area Nordic at Adidas and VP Sales and Marketing at Hästens sängar
- See holdings here
Andreas Gran
Creative Director
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- Recruited: 2019
- Born: 1978
- Previous assignments: Freelance stylist, Fashion Buyer H&M, Designer and Product Manager GANT, Head of Accessories Tiger of Sweden, Head of Design Menswear Tiger of Sweden, Head of Design Björn Borg.
- See holdings here
Daniel Grohman
Global Operations Director
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- Recruited: 2015
- Born: 1975
- Education: MBA
- Previous assignments: Business Development Director Björn Borg, CFO Björn Borg, CFO & Buying Director at Efva Attling, Nordic Finance Director at Adidas Group Nordic.
- See holdings here
Emma Bengtsson
Chief Marketing Officer
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- Recruited: 2015
- Born: 1989
- Education: BA Strategic communication, Lund University. Strategic communication & PR, Berghs School of Communication.
- Previous assignments: PR at Indiska, Global PR Manager, Brand Communications Manager, Björn Borg.
- See holdings here
Jens Nyström
CFO
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- Recruited: 2018
- Born: 1973
- Education: MBA
- Previous assignments: CFO Haglöfs, Nordic Finance Director Sanofi Pasteur MSD, Nordic Finance Director SC Johnson.
- See holdings here
Robin Salazar
Global E-commerce Director
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- Recruited: 2017
- Born: 1982
- Education: Marketing Communications, Berghs SoC. Digital marketing, Hyper Island.
- Previous assignments: Global E-commerce Manager at Peak Performance, CEO at Societ46, Agency Director at Britny.
- See holdings here
Johanna Sevonius Södergren
Chief Commercial Officer
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- Recruited: 2024
- Born: 1988
- Education: Masters degree in Accounting and Financial Mgmt, Stockholm School of Economics
- Previous assignments: Chief Product Officer, Vitamin Well Group, Consultant at McKinsey & Company
- See holdings here
Laura Tapia
Chief Product & Sustainability Officer
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- Recruited: 2024
- Born: 1980
- Education: Bachelor of Science in Sports Technology - Mid University, Design Management and Materials – Swedish School of Textiles
- Previous assignments: Head of Design Peak Performance, Sourcing Manager Peak Performance, Product Manager Craft, Material Manager Craft, After Sales Manager GL&V (Valmet)
- See holdings here
Management
Henier Olbrich
Chairman of the board
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- Chairman of the board since 2017. Board member between 2015-2017.
- Born: 1965
- Education: BSc Econ from the University of Montpellier, MBA, “Diplom Kaufmann” from the University of Hamburg, and PhD in economics, St. Gallen, Switzerland
- Other current assignments: Board member of Eckes Granini AG and Chairman of the board of Harvia Oyj.
- Previous assignments: Chief Marketing and Sales Officer at Miele, Senior Vice President Global Sales at Adidas, VP Sales EMEA at Adidas, Partner Roland Berger Strategy Consultants.
- See holdings here
- Independent of the company/larger shareholders: Independent from the company and management as well as from major shareholders.
Alessandra Cama
Director
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- Elected: 2018
- Born: 1967
- Education: L.U.I.S.S. (Libera Università degli Studi Sociali), Rome. LICEO SCIENTIFICO "Leonardo da Vinci", Reggio Calabria.
- Other current assignments: Fr. Meyers Sohn Holding
- Previous assignments: CEO of Zertus and ZRT. Managing Director Marketing & Sales at Warsteiner Brauerei, member of the Managing Board at GfK, partner at Roland Berger Strategy Consultants.
- See holdings here
- Independent of the company/larger shareholders: Independent from the company and management as well as from major shareholders.
Jens Høgsted
Director
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- Elected: 2021
- Born: 1972
- Education: Master of Science, Technical University of Denmark
- Other current assignments: CEO Karmameju and board member in Imerco Group, Laudrup Vin, and DAY ET.
- Previous assignments: CEO Sportmaster and Sport Nordic Group (Holding), cofounder and partner Qvartz, partner and consultant Valtech and consultant Coopers & Lybrand. Previously also board member of Unisport, Svendsen Sport, Pack Tech, Ball Group, Change Lingerie and Bestseller Retail Europe
- See holdings here
- Independent of the company/larger shareholders: Independent from the company and management as well as from major shareholders.
Anette Klintfält
Director
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- Elected: 2019
- Born: 1963
- Education: Architecture at KTH Royal Institute of Technology.
- Other current assignments: Co-founder of Matter of Time. Consultant with a focus on Design and Creative Direction in the Fashion industry.
- Previous assignments: Design work for GANT, Zalando, Klättermusen, Åhléns, H&M New Business, BRIO, SAS. Responsible for design at Polarn O. Pyret, Creative Manager for Dockers Levi’s, Designer Esprit de Corp, H&M Rocky. Director of NK Nära Kroppen.
- See holdings here
- Independent of the company/larger shareholders: Dependent of the company and management. Independent of major shareholders.
Fredrik Lövstedt
Director
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- Director since 2017. Chairman 2005-2017. Director 2004-2005.
- Born: 1956
- Education: MSc Eng, KTH Royal Institute of Technology; MBA, INSEAD.
- Other current assignments: Founder AlertSec Inc. CEO and major owner of Durator AB.
- Previous assignments: Deputy CEO of Protect Data AB (1996–2001). Has run his own company since 1984.
- See holdings here
- Independent of the company/larger shareholders: Independent from the company and management as well as from major shareholders.
Mats H Nilsson
Director
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- Elected: 1998
- Born: 1955
- Education: BSc Econ, Stockholm School of Economics
- Other current assignments: -
- Previous assignments: Former Executive Director of Swiss Bank Corporation, London, and Director of SG Warburg & Co Ltd, London.
- See holdings here
- Independent of the company/larger shareholders: Independent from the company and management as well as from major shareholders.
Johanna Schottenius
Director
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- Elected: 2022
- Born: 1981
- Education: Master in finance (MSc) at HHS Gothenburg.
- Other current assignments: Board member at Vertiseit AB (publ), Board member at BWH Hotel Group AB (Best Western Hotels), Board member at Whistleblowing Solutions AB.
- Previous assignments: Johanna Schottenius has extensive experience from retail and business development. She has worked internationally within IKEA in several markets and has before that a background as a management consultant. Today Johanna is CEO of Schottenius & Partners AB, and board professional.
- See holdings here
- Independent of the company/larger shareholders: Independent of both the company and company management as well as major shareholders.
Board
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