Björn Borg (” Björn Borg” or ”the Company”) published its Year-End report for 2024 on February 21, 2025.

The following are key events that we have chosen to highlight from the report:

• Revenues amounted to SEK 234.6m (+2.9% higher than estimates)
• Footwear and Sports Apparel paved the way for an 18.7% Y-Y Growth
• Increased marketing spend and one-off costs related to Footwear put pressure on the EBIT-margin
• Robust cash flow resulted in a reduced net debt position

In conclusion, the performance in Q4-24 underscores Björn Borg’s ability to successfully execute on the Company’s strategic focus areas, as evidenced by strong growth in the Footwear and Sports Apparel segments, the Own-Ecom sales channel, as well as the German market. Net sales in the fourth quarter slightly surpassed our estimates, but higher marketing investments and one-off costs from Footwear integration pressured the EBIT margin. However, as both initiatives are expected to be key drivers of long-term growth, laying the groundwork for sustained profitability in the years ahead, Analyst Group views the lower EBIT-margin as a temporary effect. All in all, we consider that Björn Borg has navigated 2024 in a solid way, particularly in light of the in-house integration of the Footwear segment, and we believe that the Company is well-positioned to further strengthen the brand and expand Björn Borg’s market presence ahead.

Read Analyst Group’s comment on the report here

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This is a press release from Analyst Group regarding the publication of a comment on Björn Borg. Readers may assume that Analyst Group has received compensation for making the comment. The Company has not been given an opportunity to influence the parts where Analyst Group has had opinions about the Company, future valuation or anything else that could be considered a subjective assessment.