Vision, business concept, goals and strategy
Vision
To build a sports fashion brand and
to inspire an active lifestyle
We are on an exciting mission: to transform the way we think about fashion and training.
Our vision is to become the leading brand for everyone who wants to live a life filled with movement.
We want to inspire people to discover the joy and value of being activated.
Our Journey So Far and the Way Forward
Although we have made great progress, our journey is far from over. We have a clear picture of where we are going and the challenges that lie ahead. Our business plan, Northern Star, guides us towards a future where we not only win the hearts of consumers but also build a strong and sustainable company.
Our Foundation Pillars
People
Our people are our greatest asset. Together we create a culture where passion, innovation and collaboration are the focus.
Brand
We are building a brand that stands for more than just clothes. It is a promise of a lifestyle that inspires and motivates.
People
Our customers are at the center of everything we do. We listen to their needs and develop products that make their lives better.
Our core values
We are on an exciting mission: to transform the way we think about fashion and training.
Our vision is to become the leading brand for everyone who wants to live a life filled with movement.
We want to inspire people to discover the joy and value of being activated.
Passion
Energy literally flows from our bodies in our constant pursuit forward. Not because someone forces us, but because we love it. Sport is the force that gives us adrenaline and self-confidence, and our hearts show the way. We are driven by a passion for what we do, no matter what it is.
Empowering
We show that we care about others. We strongly believe in personal development and that everyone can go beyond their limitations. That’s why we push each other forward, because we all become stronger when we empower each other. That’s why we believe that one plus one doesn’t just make three, but even more.
Winning attitude
We have high ambitions to achieve success. Winning is part of our DNA and we refuse to lose. Whether we compete individually or as a team, our goal is always to win. We never give up and always believe in our ability to win.
Bold
We don’t believe in conventions - we believe in following our own vision with strong determination. We stand up for our beliefs, no matter the cost. That’s why we always go our own way and take the lead in fighting against any norms, ideals or traditions that limit people’s ability to reach their full potential.
Magnetic
We always face the world with a smile and have enough self-confidence not to take ourselves too seriously. Some call it aura, others attraction. We call it magnetic. A special glow that radiates from within, a combination of appearance, demeanor and expression.
Financial objectives
Björn Borg’s long-term financial goals for the business have been prolonged and are now valid until further notice. The financial goals are:
Annual sales growth of at least 10 percent.
An annual operating margin of at least 10 percent.
An annual dividend of at least 50 percent of net profit after tax.
An equity/assets ratio which never drops below 35 percent.
Why It's Important
We believe in a world where everyone has the opportunity to feel good and self-confident in their body. By promoting an active and healthy lifestyle, we contribute to a better society.
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