BORGNasdaq StockholmConsumer DiscretionaryIFRS · SEK

Björn Borg

Björn Borg is a Swedish company known for its sports apparel, footwear, and underwear. The company operates through a combination of its own e-commerce platform, physical stores, and wholesale distribution. Björn Borg is recognized for its strong brand presence in the sportswear market, with a focus on innovative and stylish designs. The company has expanded its product offerings to include bags and accessories, further enhancing its market reach.

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Revenue1,044m SEK
+3.1 %y/y
Operating profit (EBIT)112m SEK
+9.5 %y/y
EBIT margin10.7%
+0.6 ppy/y
Net income92.1m SEK
+26.7 %y/y

Fiscal year 2025 · change from previous year

Development 2021–2025

02505007501,0001,250m SEK2021: 796 m SEK2021: EBIT 104 m SEK20212022: 861 m SEK2022: EBIT 73 m SEK20222023: 892 m SEK2023: EBIT 101 m SEK20232024: 1,013 m SEK2024: EBIT 102 m SEK20242025: 1,044 m SEK2025: EBIT 112 m SEK2025TTM 2026: 1,045 m SEKTTM 2026: EBIT 198 m SEKTTM1,045198
RevenueOperating profit (EBIT)TTM = last 12 months, not a full fiscal year
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Business

Share of revenue
Sports Apparel28 %

Includes a range of clothing designed for athletic activities.

Footwear10 %

Comprises shoes for sports and casual wear.

Underwear50 %

Features a variety of men's and women's underwear.

Bags5 %

Includes backpacks, gym bags, and other accessories.

Socks3 %

Offers a range of socks for different activities.

Swimwear4 %

Comprises swimwear collections for various needs.

Customers

Björn Borg serves a diverse customer base primarily in Europe, focusing on fashion-conscious consumers who value style and functionality in sportswear. The company's products appeal to both men and women, with a strong emphasis on the younger demographic interested in trendy and comfortable athletic wear. Björn Borg's customers include individual consumers shopping through its e-commerce platform and physical stores, as well as wholesale clients who distribute the brand's products in various markets. The brand's strong identity and innovative designs attract customers looking for quality and performance in their sports apparel and accessories.

Fashion-conscious consumers

Buy sportswear for style and functionality

Young adults

Seek trendy and comfortable athletic wear

Wholesale clients

Distribute products in various markets

E-commerce shoppers

Prefer online shopping for convenience

Strategy

Björn Borg's strategic priorities include expanding its e-commerce platform and enhancing its product offerings in sports apparel and footwear. The company aims to strengthen its brand presence in existing markets while exploring new opportunities in emerging regions. Investments in marketing and product innovation are key to maintaining competitive advantage. Björn Borg is also focused on improving operational efficiency to support sustainable growth and profitability.

Expand e-commerce platformMedium term

To reach a broader market and increase sales

Enhance sports apparel offeringsShort term

To capitalize on growing demand for athletic wear

Strengthen brand presenceLong term

To maintain competitive advantage in key markets

Geography

Q2/2025

Björn Borg has a strong presence in Europe, with Sweden being its largest market. The company also sees significant sales in the Netherlands, Finland, and Denmark. Germany and Belgium are important markets, although they have shown mixed performance in recent quarters. Björn Borg's products are manufactured in various locations, allowing for efficient distribution across its key markets. The company's strategic focus on expanding its e-commerce platform has enabled it to reach a wider audience beyond its physical store locations.

Sweden77 %
Denmark11 %
Germany7.1 %
Finland5.1 %

Share of the revenue the company reports by geography.

Risks

Björn Borg faces several risks, including geopolitical uncertainties that may affect consumer confidence and purchasing behavior. The company is also exposed to fluctuations in currency exchange rates, which can impact profitability. High interest rates in its operating markets pose a financial risk, potentially affecting consumer spending. Additionally, the company must manage inventory levels effectively to avoid excess stock and associated costs. Competition in the sportswear industry remains intense, requiring continuous innovation and marketing efforts to maintain market share.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Geopolitical uncertainties1Currency exchange rate fluctuations2
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Geopolitical uncertaintiesImpact: HighLikelihood: Low

    Affect consumer confidence and purchasing behavior

  2. Currency exchange rate fluctuationsImpact: MediumLikelihood: Medium

    Impact profitability due to foreign operations

  3. High interest ratesImpact: Medium

    Affect consumer spending and financial costs

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Accounting

Judgemental items
Seasonal variations

Affect comparability of quarterly financial results

Revenue recognition

Important for licensing and e-commerce operations

Currency fluctuations

Impact foreign exchange gains and losses

Inventory management

Essential to avoid excess stock and write-downs

Lease accounting under IFRS 16

Impacts balance sheet with right-of-use assets

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Last updated: 24/09/2026

Björn Borg (BORG) Revenue, Earnings & Financials 2025 – Clarifo