Financial data

SEK million 2018 2019 2020 2021 2022 2023
           
Net sales, SEK m            
Licensing 83.8 83.4 82.7 91.1 42.1 41.5
Distributors 494 463.8 454.9 537.0 572.1 587.2
Wholesale 468.6 530.4 466.6 503.9 544.7 600.8
Consumer Direct 185.8 197.3
Own e-commerce 83.7 99.8 113.7 155.1
Own stores 127.4 113.2 106.7 104.7
Intra-Group Sales -515.4 -495.9 -481.3 -548.9 -518.3 -597.5
Group 716.8 779.0 734.0 796.1 861.0 891.8
           
Operating profit, SEK m            
Licensing 13.4 13.4 12.5 8.2 7.2 8.1
Distributors 14.8 11.1 7.0 13.6 19.6 9.8
Wholesale 45.6 29.6 16.9 68.5 52.8 60.8
Own e-commerce     10.2 20.2 17.7 28.8
Own stores     -12.9 -6.4 -24.3 -7.0
Group 71.0 51.4 33.7 104.1 72.9 100.5

 

Analysis in Swedish from Erik Penser Bank:

https://epaccess.penser.se/bolag/bjorn-borg/analys/

We’re calling it, this is the color of summer ‘24.

#bjornborg #TrainToLive
@linneawidmark in Seamless Set, color Pink Diva.

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Sunday activities.

📷 @robin.ltd 

#bjornborg #TrainToLive
Perfected for him since 1989.

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We know tennis. Full Racquet Club Collection now live at bjornborg.com.

#bjornborg #TrainToLive
At the heart of our heritage.
The Puente Romano Tennis Club in Marbella boasts a rich history and a longstanding association with tennis legends. A pivotal figure in the club’s early years was the legendary tennis icon Björn Borg.
Borg’s ties with the Puente Romano Tennis Club strengthened significantly in 1980 when the club served as the venue for his wedding.
Although Björn Borg’s direct involvement in managing the Puente Romano Tennis Club eventually concluded, his enduring legacy laid the groundwork for the club’s esteemed status in the tennis realm.

Our entire SS24 Racquet Club Collection is shoot here, at Puente Romano Tennis Club. 

#bjornborg #TrainToLive
A glimpse into our world. We #TrainToLive. Global Sales Meeting SS25.

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Recap from our launch event with @alicestenlof 🫶

📷 @cortadovisual 

#bjornborg #TrainToLive #alicexbjornborg
Monday motivation.

#bjornborg #TrainToLive
Go The Distance - However Far. Latest Running Club drop available now.

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@_sinisofia_ in our latest additions to HS24 Collection.

#bjornborg #TrainToLive