Bjorn Borg AB
STO:BORG
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Bjorn Borg AB
Bjorn Borg AB engages in the design, production, and sale of clothing, footwear, and accessories. The company is headquartered in Solna, Stockholm. The company went IPO on 2007-05-01. The firm owns and develops the Bjorn Borg brand, which specializes in underwear for women, men and children. Its business activities comprise four segments: Brand, responsible for gaining royalties; Product Development, which develops, designs and produces underwear and adjacent products, as well as sportswear through Bjorn Borg Sport; Wholesale, which provides lingerie and complementary products in Sweden, Finland and England, as well as footwear in Sweden, Finland and the Baltic countries; and Retail, which operates an online shop, as well as over 15 own stores and outlets in Sweden, Finland and England. The Company’s product portfolio is divided into three areas: Underwear, Sportswear, and Licensed products. Furthermore, the Company is a parent of Bjorn Borg Brands AB, Bjorn Borg Inc, Bjorn Borg UK Limited, Bjorn Borg Services AB, Bjorn Borg Sport BV, and Bjorn Borg Limited (China) Limited CR, among others.
Bjorn Borg AB engages in the design, production, and sale of clothing, footwear, and accessories. The company is headquartered in Solna, Stockholm. The company went IPO on 2007-05-01. The firm owns and develops the Bjorn Borg brand, which specializes in underwear for women, men and children. Its business activities comprise four segments: Brand, responsible for gaining royalties; Product Development, which develops, designs and produces underwear and adjacent products, as well as sportswear through Bjorn Borg Sport; Wholesale, which provides lingerie and complementary products in Sweden, Finland and England, as well as footwear in Sweden, Finland and the Baltic countries; and Retail, which operates an online shop, as well as over 15 own stores and outlets in Sweden, Finland and England. The Company’s product portfolio is divided into three areas: Underwear, Sportswear, and Licensed products. Furthermore, the Company is a parent of Bjorn Borg Brands AB, Bjorn Borg Inc, Bjorn Borg UK Limited, Bjorn Borg Services AB, Bjorn Borg Sport BV, and Bjorn Borg Limited (China) Limited CR, among others.
Record Revenue: Björn Borg delivered its highest-ever quarterly sales, surpassing SEK 300 million in Q3.
Profit Growth: EBIT rose 7.3%, reaching SEK 45.1 million, with strong improvements in gross profit and bottom-line results.
Sports Apparel Momentum: The sports apparel segment continued double-digit growth, positioning itself as the key driver and outpacing the market by 4x.
Channel Performance: Wholesale grew at double-digit rates, while e-commerce slowed slightly due to more selective discounting and shifting online dynamics.
Geographic Trends: Sweden and the Netherlands led growth; Germany declined overall due to Zalando, despite a 26% rise in sales to German consumers.
Gross Margin: Margin improved year-over-year mainly due to favorable currency effects, but underlying pressure from product/channel mix and discounting remains.
Loungewear Launch: New loungewear category grew 57% in the quarter and will soon expand to women's.
Optimistic Outlook: Management expects a strong Q4 for the wider industry, though with a higher share of off-price sales.
