Becoming the #1 sports fashion brand for people who want to feel active and attractive.
Latest info
Q1 2026 earningscall
— CEO Henrik Bunge.
(Q1 2023: £7.0m)
Analyst reports
To be the #1 sports fashion brand for people who want to feel active and attractive.
Six reasons to invest
- Safe equity ratio of above 50% and secured long-term financing.
- 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.
- 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.
- 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
Our business model
Our product areas
Björn Borg underwear is sold by independent retailers, apparel and sporting goods chains, department stores, Björn Borg stores, and our own and external e-commerce. Product development for underwear is managed within the Björn Borg Group.
Today, Björn Borg’s sports products are sold in all markets. Retailers are sports retailers, sports chains, and department stores as well as Björn Borg stores and e-commerce. Product development for sports apparel is carried out within the Björn Borg Group.
It is primarily the product areas lounge wear and socks that show strong development during the year, growing by 33 percent and 23 percent respectively. Swimwear and eyewear, which belong to the trend segment of the market and are sold to the optical retail trade through the licensee’s distribution organization, are in line with the previous year’s sales.
Market overview
Our largest markets
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.
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.
Recruited: 2018
Born: 1973
Education: MBA
Previous assignments: CFO Haglöfs, Nordic Finance Director Sanofi Pasteur MSD, Nordic Finance Director SC Johnson.
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.
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.
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
Recruited: 2015
Born: 1974
Previous assignments: European Sales Director Peak Performance, Country Manager Sweden Adidas Group, Sales Manager Sweden Adidas Group
Elected: Director since 2022, Chair of the board since 2025
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.
Independence/dependence: Independent from the company and management as well as from major shareholders.
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.
Independence/dependence: Independent from the company and management as well as from major shareholders.
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. Previously also a board member of Credelity Capital AB.
Independence/dependence: Independent from the company and management as well as from major shareholders.
Elected: 2025
Born: 1970
Education: Upper secondary diploma from Rudebecks, Gothenburg.
Other current assignments: Founder of CiaConsulting. Consultant with a focus on the fashion industry.
Previous assignments: Creative Director at Zadig&Voltaire, 2006–2024.
Independence/dependence: Independent from the company and management as well as from major shareholders.
Elected: 2026
Born: 1963
Education: MSc in Business and Economics from the Stockholm School of Economics.
Other current assignments: Senior Partner at DNB Carnegie Investment Bank, Board member of Green Landscaping Group AB and Opti Sverige AB.
Previous assignments: Former CEO of Carnegie and Head of Research at both Alfred Berg and Enskilda Securities.
Independence/dependence: Independent in relation to both the company and its management, as well as major shareholders.
