The Swedish fashion company Björn Borg AB started with a increase in sales of nine percent well into 2025. The net turnover was around 25.6 million euros in March 31 (280 million Swedish crowns). The operating result amounted to 3.1 million euros (34.2 million Swedish crowns), which corresponds to an increase of 2.1 percent.
“Our growth in this quarter was primarily advanced by our strategic focus: namely footwear with an increase of 208 percent and Sports Apparel with an increase of 13 percent,” said CEO, Henrik Bunge. However, sales with underwear that makes up the main business of the company decreased by twelve percent in the quarter. The reason for this were “exclusively delayed deliveries compared to the previous year,” said Bunge. The product area bags also recorded a decline of eight percent, while socks increased by 25 percent. Despite the cool spring, the swimwear collection also developed very well and grew by 25 percent.
Geographically speaking, Björn Borg recorded strong growth in Northern Europe with particularly good growth rates in Belgium (38 percent), the Netherlands and Denmark (22 percent each). Sweden, Björn Borg’s largest market, also developed positively with growth of eleven percent in the quarter. Finland increased by two percent. In Germany there was a decline of 21 percent, which according to the company “is due to Zalando’s turnover outside of Germany”. However, direct sales in Germany rose by twelve percent in the quarter. The other markets grew by 15 percent.
When looking at the sales channels, it was shown that both their own e-commerce and the Wholesale business could grow. Your own e -commerce grew by 26 percent, while the wholesale business – Björn Borg’s largest sales channel – recorded growth of eleven percent.
At the Björn Borg general meeting on May 15, 2025, Alessandra Cama, Fredrik Lövstedt, Mats H Nilsson, Jens Høgsted and Johanna Schottenius were also re -elected as members of the board. Cecilia Bönström joins the board as a new member. Johanna Schottenius was elected chairman of the board.