Slide 1: Björn Borg - train to live
BJORN BORG @ train to live
Slide 2: Björn Borg AB Investor Presentation Q4 2024
BJÖRN BORG AB Investor Presentation Q4 2024 S T O C K H O L M , F E B R U A R Y 2 1 ST, 2 0 2 5
Slide 3: Content
Content A. Executive Summary B. Where we want to go C. How far we got in Q4 2024 1. Brand heat 2. Top line 2. Bottom line 3. Balance sheet D. Key take-aways
Slide 4: A. Executive Summary
A. Executive Summary BJORN BORG @
Slide 5: CEO quote: record sales quarter
“Overall, a record sales quarter, with particularly strong development in our two strategic focus areas: footwear +57% and sportswear +44%" Henrik Bunge, CEO BJÖRN BORG AB
Slide 6: Björn Borg Q4 2024 – Executive summary
Björn Borg Q4 2024 – Executive summary • Overall Net sales in Q4 2024 increased by +19% to SEK 235 m. • By channel, the largest channel Wholesale increased by +28% while at the same time own e-com continued to grow with a solid +10%. Own Retail Stores experienced a decline of –2% which was due to st
Slide 7: B. Where we want to go
B. Where we want to go BJORN BORG @
Slide 8: Our mission, business strategy and long-term financial objectives
Our mission, our business strategy and our long-term financial objectives are clearly set. BJÖRN BORG AB – WHERE WE WANT TO GO OUR MISSION OUR LONG-TERM OUR BUSINESS FINANCIAL STRATEGY OBJECTIVES • Annual sales growth of min We inspire people to be more, 10% • Increase share of on-line and through o
Slide 9: C. How far we got in Q4 2024
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Slide 10: C1. Brand heat
C1. Brand heat BJORN BORG @
Slide 11: Brand journey continues with strong brand heat signs
Our brand journey continues in the right direction with strong brand heat signs BJÖRN BORG AB – SPORTS BRAND KPIS Q4 2024 HIGHLIGHTS PURCHASE INTENTION PURCHASE INTENTION AIDED AWARENESS HER HER HIM +32% in SE +14% in NL +15% in DE 31.4% 27.4% 57.5% 23.7% in Q4 2023 24% in Q4 2023 49.9% in Q4 2023 •
Slide 12: Increasing market position in men's underwear and apparel
Increasing our strong market position in men’s underwear and at the same time increasing our apparel position BJÖRN BORG AB – BRAND HEAT KPIS 2018-2024 ALL COUNTRIES UNDERWEAR HIM APPAREL 49% 50% 50% 46% 44% 44% 39% 40% 40% Purchase intent 33% 32% 29% 30% 30% 30% 30% 28% 25% Purchase intent 20% 20%
Slide 13: C2. Top line
C2. Top line BJORN BORG @
Slide 14: Net sales development by quarter
The growth continues in the fourth quarter of 2024, delivering a clear full year sales record in the history of Björn Borg BJÖRN BORG AB – NET SALES DEVELOPMENT BY QUARTER [SEK M] 990 872 835 235 768 +19% 705 0% 198 +10% 198 +13% 181 Q4 160 +9% 285 +5% 262 249 +7% 240 +4% Q3 225 +29% 213 162 +3% 166
Slide 15: Total sales development Q4 2024 by country
Strong momentum overall, especially in Sweden and Germany. Distributors back to growth BJÖRN BORG AB - TOTAL SALES DEVELOPMENT Q4 2024 BY COUNTRY Own subsidiaries 43% SWEDEN +2% NETHERLANDS +13% GERMANY +5% FINLAND -4% BELGIUM +10% DENMARK . Distributors +51% NORWAY -2% UK -27% OTHER Source: BB AB I
Slide 16: Channel development Q4 2024
Wholesale with very strong growth. Own e-commerce still holding up well and distributors on continued growth. BJÖRN BORG AB – CHANNEL DEVELOPMENT Q4 2024 WHOLESALE OWN E-COM OWN RETAIL DISTRIBUTORS +28% +10% -2% 13% VS Q4 2023 VS Q4 2023 VS Q4 2023 VS Q4 2023 • Wholesale e-tailers with • Own e-comme
Slide 17: Online sales 2020-2024
Strong online development in the quarter, across all channels, predominantly external e-tailers BJÖRN BORG AB – ONLINE SALES 2020-2024 [SEK M] 120,0 45% 47% 43% Share online 100,4 42% 38% 100,0 36% 35% 89,4 7,0 37% 6,8 32% 80,0 75,7 3,7 43,4 27% 62,4 58,1 37,9 60,0 2,8 22% Marketplaces 4,0 41,2 17%
Slide 18: Category development Q4 2024
Strong performance among all categories in Q4, with very strong growth in sports apparel and footwear BJÖRN BORG AB – CATEGORY DEVELOPMENT Q4 2024 Underwear Apparel Bags Footwear +14% +44% +30% +57%
Slide 19: C3. Bottom line
C3. Bottom line
Slide 20: Bottom line KPIs Q4 2024
Operating income and gross margin declines vs last year due to costs related to the footwear integration BJÖRN BORG AB – BOTTOM LINE KPIS Q4 2024 GROSS MARGIN [% NS] EBIT [m SEK] NET INCOME [m SEK] 104 102 101 86 70% Currency neutral 2024: 54% 10 Q4 17 Q4 20 11 76 60% 57% 73 53% 52% 53% 73 15 10 50%
Slide 21: C4. Balance sheet
C4. Balance sheet
Slide 22: Balance sheet KPIs as per Q4 2024
All balance sheet KPIs on good levels. Net debt increasing vs last year due to Footwear integration. BJÖRN BORG AB – BALANCE SHEET KPIS AS PER Q4 2024 Equity [% of assets] Net debt [SEK m] WC 12 months rolling 40 [% of GS] 60% 56% 25% 29 30 21% 49% 50% 50% 50% 47% 20%20%20%20% 20% 20 14 40% 10 9 15%
Slide 23: D. Key take-aways
D. Key take-aways
Slide 24: Record sales momentum in the quarter
Record sales momentum in the quarter B J Ö R N B O R G A B – K E Y TA K E - A W AY S Q 3 2 0 2 4 1 The Björn Borg Brand 2 Record sales with very 3 Very strong sports strengthening in our strong wholesales apparel growth +44% identified growth market momentum and continued and good progress with Germ
Slide 25: Solid basis to show continued profitable growth
Björn Borg is on a solid basis to show continued profitable growth B J Ö R N B O R G A B – R AT I O N A L E S T O I N V E S T 1. Steady profitable growth since 2014. 2. Strategy for continued profitable growth in the years to come. 3. Stable and high dividend payments. 4. Safe equity ratio and net d
Slide 26: Thank you!
Thank you!