**Björn Borg’s Net Sales Climb 6% in H1 FY23**
Swedish sportswear brand Björn Borg reported a 6% rise in net sales to SEK 465 million (approx. €44.1 million) in the first half (H1) of fiscal year 2023 (FY23), which ended on June 30, 2023.
The company’s gross profit increased by 4% to SEK 287 million, resulting in a gross margin of 61.7% compared to 62.2% in H1 FY22. Björn Borg attributed this slight decrease to a higher share of sales in lower-margin channels and increased raw material and freight costs.
Despite the challenging macroeconomic environment, Björn Borg saw strong growth in several key markets. Net sales in the Nordics region, which accounts for the majority of the company’s revenue, grew by 5% to SEK 288 million. The DACH region (Germany, Austria, and Switzerland) also performed well, with net sales increasing by 11% to SEK 84 million.
E-commerce continued to be a significant growth driver for Björn Borg, with net sales through the company’s own online store and partner platforms increasing by 18% to SEK 168 million. This growth was primarily driven by strong demand in the Nordics and DACH regions.
The company’s marketing investments during the period focused on building brand awareness and driving sales through digital channels. Björn Borg also launched several new product collections, including the sustainable ‘Green Collection’ and the ‘Archive Collection,’ which celebrates the brand’s heritage.
Björn Borg CEO Henrik Bunge commented on the results: .
