January 1 – March 31, 2009

  • Brand sales (reported excluding VAT as of Q1 2009) increased by 9 percent to SEK 602 million (551).
  • The Group’s net sales increased by 19 percent to SEK 164.7 million (138.7).
  • The gross profit margin was 49.3 percent (51.9).
  • Operating profit increased by 3 percent to SEK 37.6 million (36.5).
  • Profit after tax increased by 8 percent to SEK 28.9 million (26.8).
  • Earnings per share increased by 7 percent to SEK 1.15 (1.07). Fully diluted earnings per share amounted to SEK 1.15 (1.07).

Comment from the President

“Developments during the first quarter show that despite a continued weak and uncertain market we see interest in the brand. At the same time we were positively affected by strong currency effects this quarter. In the strategic review we conducted this spring, we saw strong opportunities for our new vision: ‘to become the champion of fashion underwear.’ We will achieve this by being creative and innovative in terms of our range of underwear, but also by contributing to the profitability for our distributors and retailers,” says President Arthur Engel.

For further information, please contact:

Arthur Engel, President and CEO, telephone +46 8 506 33 700

Johan Mark, CFO, telephone +46 8 506 33 700

Tags & categories

Thursday motivation.

#bjornborg #TrainToLive
Tennis in LA.

📷 @brokenrackets 

#bjornborg #TrainToLive
Sports Hour with @vildeehaa.

#bjornborg #TrainToLive
BTS from Portugal, the team went for five days shooting upcoming Spring/Summer Collection ‘25.

#bjornborg #TrainToLive #bts
@toni.hrlb in six SS24 outfits.

#bjornborg #TrainToLive
Barry’s x @bjornborg challenge is LIVE! 🔥 Let’s Train To Live with style and purpose!

MARCH 18 - APRIL 30.
8 or 12 classes in 14 days. 

Complete 8 classes to claim a sleeveless t-shirt from the #barrysxbjornborg collection or aim for 12 classes to unlock an additional 15 % discount on future class pack.

Special-priced Train To Live class pack is now available online at and in-studio.

Let’s embrace the challenge!

#bjornborg #TrainToLiveBarrys #thebestworkoutintheworld
Sunday outfit.

#bjornborg #TrainToLive
Ready to turn heads while you turn up the intensity? Let’s Train To Live with style and purpose — join the Barry’s x Björn Borg challenge. March 18th to April 30th. 
Complete 8 or 12 classes in 14 days to earn exclusive merch + unlock discount (15%) on future class package. Special-priced 8 or 12 Train To Live class pack is available online or in-studio.
Also, you get 20 % off at

Let’s embrace the challenge and live life to the fullest! 

#bjornborg #TrainToLiveBarrys #thebestworkoutintheworld

📷 @ibs_almahmoud 

#bjornborg #TrainToLive
Must-haves. Studio oversized set together with Logo Core Thong.

#bjornborg #TrainToLive
We’re not talking game-changers - we’re the legends.

With an underwear legacy that screams market domination, quality underwear is kind of our thing. We’ve been on this journey for over a decade, perfecting materials, fit and comfort like it’s an art form - now we’re proud to introduce new flattering designs to match.

#bjornborg #TrainToLive