DESPITE sales setbacks in the Netherlands and Scandinavian countries, Swedish underwear brand Björn Borg posted 2014 results that showed a three-fold increase in net profit. Net sales for the full year rose by 6 per cent on a constant currency basis, to SEK 538.8m, and net profit reached SEK 47.6m against SEK 13.9m in the preceding year. Wholesale sales rose by 14 per cent to SEK 220m while sales through the brand’s retail stores rose by 15 per cent to SEK 92.2m. At 31 December 2014, there were 41 Björn Borg stores, of which 23 were franchised outlets. CEO Henrik Bunge said that future plans include a closer focus on sport fashion, development of e-commerce and strengthened presence in Northern Europe.
The predicted closer focus on sport fashion fits in particularly well with consumers’ perception of the brand’s name.