Bjorn Borg news and archive

Björn Borg expands lifestyle offering through partnership with Åhléns and Inno

Swedish sports fashion brand Björn Borg has signed a three-year strategic partnership agreement with Swedish department store chain Åhléns and Belgian retailer Inno. The collaboration focuses on the development and distribution of new, complementary lifestyle categories across both physical and digital retail channels. The total estimated retail...

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Sports apparel drives Björn Borg's 2025 growth with 24 percent segment increase

Stockholm-based sports fashion group Björn Borg has published its year-end report for 2025, revealing record profitability and sustained sales growth. For the full year, group net sales increased by 5.5 percent to 1,043.9 million Swedish kronor (116.8 million dollars), up from 989.7 million Swedish kronor in 2024. Adjusted for currency effects,...

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Björn Borg: apparel and shoes drive turnover in first quarter

The Swedish fashion company Björn Borg AB had a good start to 2025, with a turnover increase of 9 percent. Net sales as of March 31, totalled approximately 25.6 million euros (280 million Swedish krona). Operating profit amounted to 3.1 million euros (34.2 million Swedish krona), which corresponds to an increase of 2.1 percent. “Our growth this...

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Björn Borg AB sees 13.5 percent sales increase in FY24

Swedish fashion company Björn Borg AB closed fiscal year 2024 with increased sales. Total revenue reached 989.7 million Swedish krona, equivalent to approximately 73.4 million pounds. The company achieved this turnover thanks to a 13.5 percent increase at current exchange rates. While revenue increased during the fiscal year, profit after tax...

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Björn Borg records sales and profit growth in the third quarter

For the third quarter, Björn Borg reported net sales of 285.1 million Swedish krona, an increase of 8.8 percent, while the company’s currency-neutral net sales increased by 10.4 percent. “Our chosen growth market, Germany, continued to develop very positively. During the quarter, we increased our presence with growth of 44 percent,”said Björn...

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Björn Borg's sales and earnings increase in the second quarter

For the second quarter, net sales at Björn Borg amounted to 213.2 million Swedish krona, an increase of 28.7 percent with currency neutral increase of 28.3 percent. The company’s profit after tax amounted to 6.5 million Swedish krona, an increase of 55.7 percent and earnings per share before and after dilution amounted to 0.26 Swedish krona....

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Björn Borg takes full control of footwear category, terminates license with Serve & Volley

Björn Borg has decided to fully integrate the footwear product category after its licence partner Serve & Volley initiated reorganisation. Björn Borg now plans to handle design, development and distribution of footwear in all markets. The company said in a statement that while the integration may imply some temporary risk for fully maintaining...

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Björn Borg's Q4 ecommerce sales jump 46 percent

Björn Borg Group’s fourth quarter e-commerce net sales increased by 46 percent to 45.5 million Swedish krona, and full year e-commerce net sales increased by 36 percent to 154 million Swedish krona. However, the company's net sales for the quarter of 197.6 million Swedish krona, decreased 0.4 percent or 3 percent currency neutral. Group’s net...

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Björn Borg’s European footwear licensee enters into restructuring

Björn Borg’s footwear licence partner Serve&Volley, subsidiary of Unlimited Footwear Group, has initiated restructuring proceedings in the Netherlands. Serve&Volley is responsible for design and distribution of Björn Borg shoes in Europe, except Sweden, Finland and Denmark. Commenting on the development, Björn Borg CEO Henrik Bunge said: “We had...

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Björn Borg improves Q3 sales and profit

Björn Borg Group’s net sales amounted to 262.1 million Swedish krona for the third quarter, an increase of 5 percent, while currency-neutral net sales increased by 1 percent. “Once again, we have improved both sales and operating profit compared to the previous year’s quarter,” said Björn Borg CEO Henrik Bunge. Björn Borg records increase in Q3...

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Björn Borg reports increase in Q2 and H1 sales

For the period between April 1 to June 30, 2023, the Björn Borg group’s net sales amounted to 165.6 million Swedish krona, an increase of 3 percent. However, currency-neutral, net sales decreased by 2 percent. “Above all, it’s our sports collection that makes me extremely proud, with an incredible development in our own ecommerce - not only...

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Björn Borg's sales increase 9.9 percent

For the period from October 1 to December 31, 2022, Björn Borg Group’s net sales amounted to 198.4 million Swedish krona, an increase of 9.9 percent. Net sales for the company’s own e-commerce and e-tailers amounted to 77 million Swedish krona, an increase of 20.6 percent. Sales for the company-owned e-commerce increased by 14.4 percent to 30.8...