Björn Borg achieves record revenue and announces the departure of the CEO

Financial highlights

In the third quarter of 2026, the Swedish clothing group Björn Borg increases the net group sales by 2.8 percent to 308.23 million Swedish kronor (27.7 million euros). In the same period of 2025, the revenue is 299.79 million Swedish kronor. Adjusted for currency fluctuations, the net sales grow by 2.5 percent. The gross profit margin improves to 54.6 percent, compared to 52.5 percent in the same period a year earlier.

Operating profit grows by 17.8 percent to 53.16 million Swedish kronor, compared to 45.12 million Swedish kronor in the third quarter of 2025. The profit after taxes rises by 14.6 percent to 42.26 million Swedish kronor. The earnings per share amount to 1.68 Swedish kronor.

For the first 9 months up to September 30, 2026, the net group sales amount to 807.25 million Swedish kronor, compared to 805.73 million Swedish kronor in 2025. The operating profit for this period increases by 24.3 percent to 111.78 million Swedish kronor.

Channel and market developments

Digital direct-to-consumer channels drive quarterly growth. Sales via the own webshop rise by 16.1 percent to 60.05 million Swedish kronor. The combined revenue via own e-commerce and external online retailers climbs by 17.3 percent to 143 million Swedish kronor. Wholesale revenue grows by 3 percent to 223.82 million Swedish kronor.

The revenue in own physical stores decreases due to store closures by 13 percent to 20.93 million Swedish kronor. Comparable store sales decrease by three percent.

Market performances vary by geographic region. Sweden is the group's largest market and grows by 6 percent to 119.75 million Swedish kronor. Germany shows strong growth of 34 percent to 30.99 million Swedish kronor. Denmark grows by 31 percent to 16.81 million Swedish kronor and Belgium rises by 21 percent to 10.16 million Swedish kronor. The Netherlands remains stable at 62.57 million Swedish kronor. The smaller markets decrease by 25 percent to 29.26 million Swedish kronor.

Within product categories, underwear sales rise by 5 percent to 158.47 million Swedish kronor. Sportswear grows by 6 percent to 90.77 million Swedish kronor. Shoes decrease by 9 percent to 26.99 million Swedish kronor and bags drop by 47 percent to 8.7 million Swedish kronor. Other products, including swimwear and socks, rise by 43 percent to 29.42 million Swedish kronor.

Change at the top

In a separate announcement on October 22, 2026, CEO Henrik Bunge announces his departure after 12 years in this role. Bunge will remain CEO until March 31, 2027, and thereafter will serve as a senior advisor.

“It is a privilege to lead Björn Borg for twelve years,” states Bunge. “Together we have transformed an underwear brand into a sports brand with training at its core. Now is the right time to pass the baton to someone who will take Björn Borg further. I look forward to supporting a smooth transition,” says Bunge.

The board of directors, led by chairwoman Johanna Schottenius, formally begins the search for a successor.

“Henrik has developed Björn Borg with great drive and clear leadership, strengthening the company's position as a sports brand,” declares Schottenius. “His focus on profitable growth, company culture, and employee development is crucial for our success.” Schottenius adds that the board's focus is on finding a successor who builds on the brand's strong position.