Björn Borg in brief

Björn Borg in brief

Björn Borg Group

The Björn Borg Group owns and develops the Björn Borg brand. The focus of the business is underwear and sports apparel as well as the licensing of footwear, bags and eyewear. Björn Borg products are sold in around 20 markets, of which Sweden and the Netherlands are the largest.

The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores and e-commerce. Operations comprise brand development and services for the network of licensees and distributors as well as product development in the core businesses, underwear and sports apparel. The Group is also responsible for distribution of underwear and sports apparel in Sweden, England and Finland, as well as footwear in Sweden, Finland, the Baltic countries and Denmark.

Through the acquisition of the Benelux distributor, the Group also handles the distribution of underwear and sports apparel in the Netherlands and Belgium as of January 2, 2017.

The Björn Borg share has been listed on Nasdaq Stockholm since 2007.

The year in numbers

  • The Group’s net sales rose 1.9 percent to SEK 709.6 million (696.5). Excluding currency effects, the increase was 1.6 percent.
  • The gross profit margin was 57.4 percent (54.0).
  • Operating profit amounted to SEK 71.0 million (55.4).
  • Profit after tax amounted to SEK 59.5 million (37.4).
  • Earnings per share before and after dilution amounted to SEK 2.39 (1.48).
  • The Board of Directors has decided to propose to the Annual General Meeting a distribution of SEK 2.00 (2.00) per share, totaling SEK 50.3 million (50.3).

Brand sales

Brand sales rose year-over-year to SEK 1,603 million (1,542). Excluding currency effects, brand sales increased minimally.

The Björn Borg brand

Björn Borg is an international sports fashion brand for people who want to feel active and attractive. We want to inspire people to keep moving – in body and mind – both through our products and our communication. We have a passion for sports fashion and design products that combine unique expression, perfect fit, good functionality and long-lasting quality.

The Björn Borg brand was established in the Swedish fashion market in the first half of the 1990s and has today a strong position in its established markets, particularly in the largest product group, underwear.


Björn Borg is represented in around 20 markets, of which Sweden and the Netherlands are the largest.

Björn Borg acquired its former Benelux distributor in 2016. The acquisition, which closed on January 2, 2017, is an important step in accelerating the vertical integration of Björn Borg’s operations and is in line with the strategy to get closer to consumers and retailers in Björn Borg’s main markets.

New Stores

No new stores were opened during the year, while five stores have been closed: two in Sweden, one in Finland, one in the Netherlands and one in Norway. At year-end there were a total of 36 (41) Björn Borg stores, 31 (35) of which are Group-owned.