Slide 1: Björn Borg - train to live
BJORN BORG @ train to live
Slide 2: Björn Borg AB Q2 2026
BJÖRN BORG AB Q2 2026 Henrik Bunge, CEO Jens Nyström, CFO
Slide 3: The highlight of the quarter is the continued strong performance of our own e-commerce
“The highlight of the quarter is the continued strong performance of our own e-commerce, which grew by 17 percent.” Henrik Bunge, CEO BJÖRN BORG AB
Slide 4: Solid profitability improvement despite timing in deliveries negatively affecting topline
Solid profitability improvement despite timing in deliveries negatively affecting topline performance in the quarter. Net sales Gross profit Operating profit SEK 198 m 56.2% SEK 12 m -12.2% +5.6 pp +11.0% vs Q2 2025 vs Q2 2025 vs Q2 2025
Slide 5: 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 Strengthen 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 6: Björn Borg
VOGLE BJORN BORG
Slide 7: Sales development in the second quarter was negatively affected by timing in deliveries
The sales development in the second quarter was negatively affected by the timing in deliveries between quarters. BJÖRN BORG AB – NET SALES DEVELOPMENT BY QUARTER [SEK M] 1 044 990 872 238 835 +2% 235 768 +19% 705 198 198 0% +10% 181 300 Q4 160 +13% +5% 285 262 +9% 249 +5% 240 +4% Q3 225 +7% 226 -12
Slide 8: Strong momentum in Training and Swim; Footwear still declining
Strong momentum in Training and Swim. Footwear is still declining, but we see the first signs of recovery BJÖRN BORG AB – CATEGORY DEVELOPMENT Q2 2026 Junior training Footwear Bags Swim +53% -6% +1% +8%
Slide 9: Of own subsidiaries, only Finland growing
Of own subsidiaries, only Finland growing. All others declining due to timing in deliveries. Norway bounced back. BJÖRN BORG AB – TOTAL SALES DEVELOPMENT Q2 2026 BY COUNTRY OWN SUBSIDIARIES -15% SWEDEN -21% NETHERLANDS -38% GERMANY +9% FINLAND -14% BELGIUM -14% DENMARK DISTRIBUTORS +42% NORWAY -88%
Slide 10: Own e-commerce back to strong growth, while wholesale affected by timing
Own e-commerce back to strong growth, while wholesale affected by timing in deliveries. Norway back to growth. BJÖRN BORG AB – CHANNEL DEVELOPMENT Q2 2026 WHOLESALE OWN E-COM OWN RETAIL DISTRIBUTORS -26% +17% -19% +3% vs Q2 2025 vs Q2 2025 vs Q2 2025 vs Q2 2025 • Wholesale e-tailers decline • Own e-
Slide 11: Improved gross margin and operating income vs. last year
Improved gross margin and operating income vs. last year, supported by positive FX, favourable channel mix, lower discounting and cost control. BJÖRN BORG AB – BOTTOM LINE KPIs Q2 2026 GROSS MARGIN [% NS] EBIT [m SEK] +5.6 pp +11% 56,2% 11,8 10,6 50,6% Q2 2025 Q2 2026 Q2 2025 Q2 2026
Slide 12: Despite sales decline, positive gross margin and cost management drive profitability
Despite sales decline, positive gross margin development and disciplined cost management drive profitability improvement. BJÖRN BORG AB – P&L Q2 2026 Q2 2026 Change vs 2025 Sales SEK 198 m -12% Gross margin 56.2% +5.6 pp Operating expenses SEK 104 m -9% Ebit SEK 12 m +11% Ebit margin 5.8% +1.3 pp
Slide 13: All balance sheet KPIs in balance and on good levels
All balance sheet KPIs in balance and on good levels. Net debt decreasing vs previous year. BJÖRN BORG AB – BALANCE SHEET KPIs AS PER Q2 2026 Equity [% of assets] Net debt [SEK m] Working capital [% of GS] -0.5 pp SEK -34 m -0.2 pp 46,8% 80 21,3% 21,1% 46,3% 46 Q2 2025 Q2 2026 Q2 2025 Q2 2026 Q2 202
Slide 14: Key take-aways
Key take-aways
Slide 15: The second quarter was weaker in sales but improved operating profit and gross margin
The second quarter was weaker in terms of sales, but at the same time we delivered improved operating profit and a significantly stronger gross margin. B J Ö R N B O R G A B – K E Y TA K E - A W AY S Q 2 2 0 2 6 Own e-commerce performing 1 Our newest category, golf, is 2 3 One of the quarter’s great
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