A record Q2 for Björn Borg was fueled by a 45 percent surge in Sports Apparel, helping lift total sales to SEK 226 million (€19.6m).
Swedish lifestyle and sportswear brand Björn Borg reported increased sales in the second quarter compared with the same period last year. Operating profit also improved. In fact, Q2 results marked a new record for the company.
“The strong start of the year continued into the second quarter, with sales increasing by 6 percent to SEK 226 million (€19.6m),” said Björn Borg’s CEO Henrik Bunge. “This marked our highest-ever revenue for a second quarter.” Operating profit also showed positive development compared to the previous year, increasing by 11.5 percent to SEK 10.6 million (€0.92m). ”While our level of ambition remains higher, I consider this a solid second quarter and a strong first half of the year,” he commented.
Sports Apparel rose, footwear declined
The best-performing category was Sports Apparel. “The greatest success in the quarter was, without doubt, the continued strong growth in our sports apparel collection, which increased by an impressive 45%,” Bunge said. ”Growth during the period was driven by all product categories, with the exception of footwear.”
Bunge also commented on category-specific performance: “Bags grew by 38%, underwear by 11% and, as previously mentioned, sports apparel by 45%. Footwear sales declined during the quarter, but this is explained by the fact that during the same period last year, nearly all of the first half-year’s footwear sales were concentrated, due to our former license partner’s bankruptcy in Q1 2024.”
Focus on e-commerce and German market
The CEO closed his comments on the Q2 report by outlining the company’s strategic priorities. “Our focus for 2025 remains clear: To drive profitable growth by prioritizing our strategic areas – sports apparel, footwear, our own e-commerce and the German market.” He also highlighted a surge in interest in the company as an employer: “Our latest job posting on LinkedIn received 300 applications in just 24 hours – a clear signal that both our brand and our culture are perceived as attractive, both internally and externally. Finally, we all know the future won’t be a straight line. But for Björn Borg, I am convinced we are only at the beginning of something truly great.”
