Swedish sportswear brand Björn Borg has reported a 6% increase in its net sales for the first half (H1) of its fiscal year 2023, driven by strong growth in e-commerce and international markets..
**Key Financial Highlights:**.
* Net sales increased by 6% to SEK 457.9 million (US$44.1 million) compared to SEK 432.2 million (US$41.8 million) in H1 of fiscal 2022..
* E-commerce sales grew by 11%, contributing a significant portion of the overall revenue growth..
* Gross margin remained stable at 54.7%..
* Operating profit increased by 10% to SEK 71.9 million (US$6.9 million)..
* Net profit rose by 15% to SEK 44.4 million (US$4.3 million)..
**Market Performance:**.
Björn Borg experienced growth in all its key markets during H1, with the strongest performance in Germany, the Netherlands, and the United Kingdom. The company also recorded positive sales in new markets such as Poland and the Czech Republic..
**Product Categories:**.
The brand’s Underwear category continued to be a major growth driver, accounting for over 50% of total sales. The Footwear and Apparel categories also performed well, contributing to the overall revenue increase..
**E-commerce and Sustainability:**.
Björn Borg emphasized the importance of its e-commerce business, which accounted for approximately 25% of total sales. The company is investing heavily in its online platform to enhance the customer experience..
Sustainability remains a key focus for the brand. Björn Borg has set ambitious targets to reduce its environmental footprint, including using more sustainable materials and packaging..
**Outlook:**.
Henrik Bunge, CEO of Björn Borg, expressed optimism about the company’s future prospects. He said, .
