The Swedish sportswear brand’s run of 21 straight quarters of growth is over, but profit after tax more than doubled as gross margin hit its highest level in years. Management blames a shipping shift into Q1, leaving open whether the streak’s end reflects timing or slowing demand.
Björn Borg AB reports net sales of SEK 198.4 million (€18.0m) for the second quarter of 2026, down 12.2 percent from the SEK 225.9 million of last year (down 13.1 percent currency-neutral). So ends a run of year-on-year sales growth that, per the company’s previous report, had reached a total of 21 quarters.
Management ascribes the dip to timing rather than demand. Wholesale shipments normally made in the second quarter went out this year in the first, pulling growth forward into a record Q1 and leaving Q2 to absorb the shortfall. Profitability moved the other way.
Gross margin reached 56.2 percent, up from 50.6 percent in Q2 2025. This is the group’s highest quarterly print in at least three years. Operating profit rose 11.0 percent to SEK 11.8 million (€1.1m), and profit after tax more than doubled, up 118.3 percent to SEK 8.6 million (€0.8m).
For the first half net sales slipped 1.4 percent to SEK 499.0 million (€45.3m, up 0.2% currency-neutral). Operating profit hit a first-half record, climbing 30.9 percent to SEK 58.6 million (€5.3m).
CEO Henrik Bunge calls it “the highest operating profit we have ever delivered after a first half,” adding that sales were essentially unchanged from the previous year.
