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.

2022 by the numbers

  • The Group’s net sales amounted to SEK 835.2 million (768.2), an increase of 8.7 percent.
  • Net sales for own e-commerce and e-tailers amounted to SEK 305.3 million (298.5), an increase of 2.3 percent.
  • Turnover for own e-commerce increased by 15 percent to SEK 111.2 million (97.1).
  • The gross profit margin was 50.8 percent (54.2)
  • Operating profit amounted to SEK 72.9 million (104.1). Currency-neutral and adjusted for nonrecurring items, operating profit amounted to SEK 120.1 million, an increase of 15.4 percent.
  • Profit after tax amounted to SEK 50.9 million (86.0).
  • Earnings per share before and after dilution amounted to SEK 2.02 (3.42).

The Board of directors decided to propose to the Annual General Meeting a distribution of SEK 2.00 (2.50) per share, totaling SEK 50.3 million (62.9).

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.

New stores

One new outlet-store opened in Sweden during the year, while seven stores were closed: two in Sweden, four in the Netherlands and one in Finland. At year-end, there were 26 (32) Björn Borg stores, 23 (29) of which are Group-owned.

The Brand