Slide 1: Train to live
BJORN BORG @ train to live
Slide 2: Björn Borg AB Investor Presentation Q3 2025
BJÖRN BORG AB Investor Presentation Q3 2025 S T O C K H O L M , N O V E M B E R 1 4 TH, 2 0 2 5
Slide 3: Content
Content A. Executive Summary B. Where we want to go C. How far we got in Q3 2025 1. Brand heat 2. Top line 3. Bottom line 4. Balance sheet D. Key take-aways
Slide 4: A. Executive Summary
A. Executive Summary
Slide 5: The highlight of the quarter was our sports apparel collection, up 24 percent
"The highlight of the quarter was our sports apparel collection, up 24 percent — extending a long track record of consistent growth and confirming its role as our leading performance driver” Henrik Bunge, CEO BJÖRN BORG AB
Slide 6: Q3 marked solid progress across the board, with all KPIs moving in the right direction
Q3 marked solid progress across the board, with all KPIs moving in the right direction Net sales Gross profit Operating profit 300 SEK 52.5% 45.1 SEK +5% +o.4pp +7.3% VS Q3 2024 VS Q3 2024 VS Q3 2024 6
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 are clearly set
Our mission, business strategy, and long-term financial objectives are clearly set Mission Financial objectives Business strategy Strenghten online presence, We inspire people to be more, increase share of online sales through our belief that 10% Sales growth and business with e-tailers. sports can
Slide 9: C. How far we got in Q3 2025
C. How far we got in Q3 2025
Slide 10: C1. Brand heat
C1. Brand heat BJORN BORG @&
Slide 11: Our brand journey continues in the right direction with strong brand heat signs
Our brand journey continues in the right direction with strong brand heat signs – Germany continues to show growth BJÖRN BORG AB – SPORTS BRAND KPIS Q3 2025 HIGHLIGHTS CONSIDERATION UNAIDED AWARENESS AIDED AWARENESS HER HER HIM +37% in DE +22% in SE +10% in DE 18% 5.6% 55.7% 13.1% in Q3 2024 4.6% in
Slide 12: Consideration = We are #3 when comparing ourselves to the biggest sports brands
Consideration = We are #3 when comparing ourselves to the biggest sports brands in the world XTREME BRAND TRACK DATA JAN-SEP 2025 Jan-Sep 2025 89% 81% 53% 51% 42% 39% 38% 37% 34% 29% 19% 15% 15% 13% 8% 6% 1% Source: Brand Track Data from weekly end consumer surveys done by XTREME. 22k people/year. M
Slide 13: SWAN
SWAN ZNZS ZSZNC. = Si KI. aE Ww NZL
Slide 14: C2. Top line
C2. Top line BJORN BORG @&
Slide 15: The growth continues in the third quarter of 2025, delivering an all-time high quarter
The growth continues in the third quarter of 2025, delivering an all-time high quarter sales record of SEK 300 m. BJÖRN BORG AB – NET SALES DEVELOPMENT BY QUARTER [SEK M] 990 872 835 235 768 +19% 705 0% 198 +10% 198 +13% 181 300 Q4 160 +5% 285 +9% +5% 262 249 +7% 240 +4% Q3 225 +6% 226 +29% 213 162
Slide 16: Strong momentum overall, especially in Sweden and Denmark. Distributors are struggling.
Strong momentum overall, especially in Sweden and Denmark. Distributors are struggling. BJÖRN BORG AB - TOTAL SALES DEVELOPMENT Q3 2025 BY COUNTRY Own subsidiaries +13% SWEDEN +5% NETHERLANDS -21% GERMANY +5% FINLAND -28% BELGIUM +38% DENMARK . Distributors -38% NORWAY -56% UK -26% OTHER Source: BB
Slide 17: Wholesale brick & mortar with strong growth. Own e-commerce with moderate growth
Wholesale brick & mortar with strong growth. Own e- commerce with moderate growth while distributors decline. BJÖRN BORG AB – CHANNEL DEVELOPMENT Q3 2025 WHOLESALE OWN E-COM OWN RETAIL DISTRIBUTORS +10% +5% -16% -36% VS Q3 2024 VS Q3 2024 VS Q3 2024 VS Q3 2024 • Wholesale e-tailers in line • Own e-c
Slide 18: Online increase mainly coming from marketplaces and own e-com
Online increase mainly coming from marketplaces and own e- com, while e-tailers had a weaker third quarter vs last year. BJÖRN BORG AB – ONLINE SALES 2021-2025 [SEK M] 160,0 45% 42% 41% Share online 140,0 40% 36% 37% 119,9 121,7 34% 35% 120,0 2,8 5,1 95,8 30% 100,0 87,2 83,7 5,4 Marketplaces 25% 3,5
Slide 19: Loungewear is developing exceptionally well, and Sports Apparel continues to be the main growth driver
Loungewear is developing exceptionally well, and Sports Apparel continues to be the main growth driver BJÖRN BORG AB – CATEGORY DEVELOPMENT Q3 2025 Loungewear Apparel Bags +57% +24% +3%
Slide 20: C3. Bottom line
C3. Bottom line BJORN BORG @
Slide 21: Gross margin improving vs last year and operating income on solid levels
Gross margin improving vs last year and operating income on solid levels. Net income above full year 2024. BJÖRN BORG AB – BOTTOM LINE KPIS Q3 2025 GROSS MARGIN [% NS] EBIT [m SEK] NET INCOME [m SEK] 101 102 76 70% 73 Q4 17 Q4 20 60% 15 10 53% 52% 53% 73 50% 48% 51 37 Q3 8 45 Q3 42 40% 41 5 35 32 31
Slide 22: C4. Balance sheet
C4. Balance sheet BJORN BORG @&
Slide 23: All balance sheet KPIs on good levels. Net debt increasing due to Footwear integration
All balance sheet KPIs on good levels. Net debt increasing vs previous years due to Footwear integration. BJÖRN BORG AB – BALANCE SHEET KPIS AS PER Q3 2025 Equity [% of assets] Net debt [SEK m] WC 12 months rolling 160 [% of GS] 60% 139 136 25% 140 23% 51% 51% 48% 48% 21% 50% 47% 19%19% 19% 120 20%
Slide 24: D. Key take-aways
D. Key take-aways BJORN BORG @&
Slide 25: The key highlights this quarter are the strong development of our wholesales and sports apparel
The key highlights this quarter are the strong development of our wholesales and the ongoing growth in sports apparel 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 5 Our biggest markets are Sports apparel continues to 1 We see clear signs of brand 2 3 strength in our key growth driving g
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