All Björn Borg articles
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ArticleBjörn Borg posts record sales, but margin dips persist
Sweden’s Björn Borg AB saw net sales increase 6.7 percent to SEK805.7 million (€69.8m) for Jan.-Sept. 2025, yet gross margin narrowed and footwear sales underperformed.
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ArticleBjörn Borg achieved record sales in Q2
With sales up 6% in Q2 2025, Björn Borg records its strongest second-quarter revenue to date, with growth led by sports apparel.
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ArticleBjörn Borg rose 9.0% during Q1, shoes showed three-digit growth
The footwear segment improved threefold, growing by 208 percent, and sportswear by 13 percent compared with 2024.
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ArticleBjörn Borg approaches SEK 1bn in sales
Net sales for lifestyle brand Björn Borg rose to SEK 989.7 million (€88.7m), an increase of 13.5 percent in FY24.
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News briefsBjörn Borg grew 44% in Germany in Q3
Björn Borg’s net sales rose by 8.8% in Q3 2024, and the two categories Footwear and Sports Apparel saw year-on-year growth of 29 and 25%, respectively.
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News briefsBjörn Borg updates financial targets
The annual sales growth target is raised by 5 percent, the Swedish brand has announced.
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News briefsShoes lifted Björn Borg in Q2
The sports fashion brand delivered an even stronger second quarter than Q1, with sales increasing 30%.
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News briefsBjörn Borg takes full control of footwear line
Björn Borg announces its decision to seize full control over the design, development, and distribution of its shoe line across all markets. This strategic move follows Serve & Volley’s reorganization, prompting Björn Borg to take the reins of its footwear destiny. CEO Henrik Bunge expresses the company’s forward-looking vision, stating: ...
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News briefsBjörn Borg's footwear partner undergoes restructuring
Serve&Volley, the footwear licensee partner of Björn Borg, a subsidiary of Unlimited Footwear Group, has begun restructuring proceedings in the Netherlands. The company is responsible for designing and distributing Björn Borg shoes across Europe, excluding Sweden, Finland, and Denmark. CEO of Björn Borg, Henrik Bunge, stated, “We had already started ...
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ArticleBjörn Borg reports strong growth in e-commerce
While Björn Borg’s consolidated net sales were 165.6 million Swedish kronor (€13.9m) in Q2 2023 compared to SEK 161.5 million (€13.5m) in the same period last year (+3 percent), net sales decreased by 2 percent in constant currency, which can be explained by lower sales in stores due to store ...
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News briefsStrong year-end performance for Björn Borg
Sweden-based Björn Borg reported net sales of SEK 198 million (€17.9m) for the fourth quarter of 2022 (October-December), compared to SEK 181 million in the corresponding quarter of 2021. Proprietary e-commerce and e-tailer sales increased a total of 21 percent to SEK 77 million (€6.96m), continuing the strong upward trend ...
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News briefsBjörn Borg reports strong e-com growth in third quarter
Björn Borg currency neutral operating profit, adjusted for non-recurring items, rose 1.5 percent to 53.2 million Swedish kronor. Reported operating profit declined 42 percent to SEK 30.6 million (€2.9m) from SEK 52.4 million for the period ended Sept. 30. The operating margin declined 12.3 percent from 21.8 percent in the ...
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ArticleBjörn Borg’s sales are down but own e-commerce posts strong growth
Group net sales from Swedish firm Björn Borg amounted to 161.5 million Swedish kronor (€15.2 million) in the quarter ended June 30, a decrease of 0.8 percent compared to the second quarter of last year. Adjusted for currency effects, revenues decreased by 4.2 percent. The sales decline was mainly attributed ...
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News briefsBjörn Borg with best Q1 sales in history
Total net sales from the Swedish Björn Borg Group increased 22.7 percent to 226.6 million Swedish kronor compared to SEK 184.7 in the corresponding quarter last year. Operating profit was SEK 29.3 million (€2.79m), up 30.8 percent from last year’s SEK 22.4 million. Gross profit margin decreased slightly to 50.0 ...
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News briefsBjörn Borg reports successful Q4, ends year with strong momentum
From Oct. 1 to Dec. 31, 2021, the Swedish, Solna-based Björn Borg Group’s net sales amounted to 180.6 million Swedish kronor (€16.9m), an increase of 12.6 percent. Net sales of company-owned e-commerce and e-tailer businesses amounted to SEK 63 million (€5.9m) in the fourth quarter, an increase of 9.6 percent. ...
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News briefs
Online sales help Björn Borg to book a record Q2
Strong online sales and savings in operating costs launched in 2020 helped Björn Borg to book the best second quarter in the Swedish company’s history. Total net revenues for the three months ended June 30 reached 162.8 million (€16.0m-$18.9m), an increase of 10.0 percent from the year-earlier period. The company’s ...
