About Björn Borg

About Björn Borg

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

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 underwear and sports apparel businesses. The Group is also responsible for distribution of underwear and sports apparel in Sweden, Denmark, Finland, the Netherlands, Belgium and Germany as well as footwear in Sweden, Finland.

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

2023 by the numbers

  • Group’s net sales amounted to SEK 872.3 million (835.2), an increase of 4 percent. Currency neutral, net sales increased by 1 percent.
  • Net sales for own e-commerce increased by 36 percent to SEK 154.0 million (113.4), sales for own e-commerce and e-tailers amounted to SEK 358.2 million (307.5), an increase of 16 percent.
  • The gross profit margin amounted to 54.0 percent (50.8). Currency-neutral, the gross profit margin amounted to 54.6 percent, an increase of 3.8 percentage points.
  • Operating profit amounted to SEK 100.6 million (72.9), an increase of 38 percent. Currency-neutral, the operating profit amounted to SEK 95.5 million, an increase of 31 percent.
  • Profit after tax amounted to SEK 76.0 million (50.9), an increase of 49 percent.
  • Earnings per share before and after dilution amounted to 3.02 (2.02).
  • The Board has decided to propose to the annual general meeting a distribution of SEK 3.00 (2.00) per share, equivalent to a total of SEK 75.4 million (50.3). In addition, the Board has decided to propose to the AGM that the AGM should give the authorization for the Board to buy back the company’s own shares.

The Bjorn 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 our marketing communications and product development.
The Björn Borg brand was established in the Swedish apparel market in the first half of the 1990s and today has a strong position in its established markets, particularly for the largest product group, underwear.


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

The Brand