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. The operations of Björn Borg Sport in the Netherlands are being wound down at the same time that a corresponding business has been started up in Sweden.

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

The year in numbers

The Group’s net sales increased by 7 percent to SEK 574.3 million (538.8). Excluding currency effects, net sales decreased by 1 percent.

  • The gross profit margin was 52.4 percent (52.9).
  • Operating profit amounted to SEK 58.6 million (56.0).
  • Profit after tax amounted to SEK 41.6 million (47.6).
  • Earnings per share before dilution amounted to SEK 1.79 (1.94) and after dilution amounted to SEK 1.77 (1.94).
  • The Board of Directors has decided to propose to the Annual General Meeting a distribution of SEK 2.00 (1.50) per share, totaling SEK 50.3 million (37.7).

Brand sales

Total brand sales, excluding VAT, increased by 1 percent from the previous year to SEK 1,443 million (1,431). Excluding currency effects, sales fell by 1 percent.

The Björn Borg brand

Björn Borg is distinguished by creative products with the brand’s typically sporty identity – products that make customers feel active and attractive. A passion for sports fashion and willingness to challenge the industry shine through in our marketing communications and product development.

The Björn Borg brand was established in the Swedish fashion market in the first half of the 1990s and today has 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.

Good growth in e-commerce ( in 2015; sales increased by 73 percent.
Björn Borg terminated the distribution contract for the Netherlands, Belgium and Luxembourg in the fourth quarter in order to manage the distribution of Björn Borg products in these countries in-house. Current distributors will retain the distribution rights during the four-year term of notice, unless the parties agree on an earlier takeover.

New Stores

During the year four stores were opened, one in Sweden and three in Finland, at the same time that four stores were closed, one in Sweden and three owned by distributors.

At year-end there were a total of 41 (41) Björn Borg stores, 21 (18) of which are Group-owned.