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 increased by 10 percent to SEK 631.6 million (574.3). Currency effects were marginal.
  • The gross profit margin was 50.3 percent (52.4). Excluding currency effects, the margin was 50.7 percent.
  • Operating profit amounted to SEK 64.2 million (58.6).
  • Profit after tax amounted to SEK 46.9 million (41.6).
  • Earnings per share before and after dilution amounted to SEK 1.88 (1.79).
  • 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

For the full year brand sales increased to SEK 1,551 million (1,443), or by 7 percent. Currency effects were marginal. (See definitions on page 85 in the Annual Report.)

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 a 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 hastoday 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 33 percent.

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

During the year four stores were opened, one each in Sweden, Finland, Norway and the Netherlands. Five stores also closed during the year, two in Sweden and Belgium and one in Finland. At year-end there were a total of 40 (41) Björn Borg stores, 20 (21) of which are Group-owned.