**Björn Borg’s Sales Surge 6% in H1 FY23, Driven by Online Growth**.
**Key Highlights:**.
* Net sales increased by 6% to SEK 548.7 million (USD 53.2 million) in the first half of fiscal year 2023 (H1 FY23)..
* E-commerce sales grew by 20%, accounting for 44% of total sales..
* Gross profit margin remained stable at 60.1%..
* The company opened 11 new stores during the period..
**Financial Performance:**.
Björn Borg, the Swedish sportswear brand, reported a solid performance in H1 FY23, with net sales climbing by 6% to SEK 548.7 million (USD 53.2 million) compared to the same period last year. This growth was primarily driven by strong online sales, which increased by 20% and now account for a significant 44% of total sales..
The company’s gross profit margin remained stable at 60.1%, indicating effective cost management. Björn Borg’s financial position remains strong, with total assets of SEK 771.9 million (USD 74.8 million) as of June 30, 2023..
**Operational Developments:**.
Alongside its financial growth, Björn Borg continued to expand its physical presence. The company opened 11 new stores during H1 FY23, bringing its total store count to 194. The new stores are located in strategic locations across Europe, the Middle East, and Asia..
**E-commerce Expansion:**.
Björn Borg’s impressive e-commerce growth highlights its successful digital strategy. The company’s online platform offers a wide range of products, including its signature underwear, sportswear, and accessories. Björn Borg has invested in user-friendly website design, optimized product photography, and seamless checkout processes to enhance the customer experience..
**Sustainability Focus:**.
Sustainability remains a key priority for Björn Borg. The company has set ambitious goals for reducing its environmental impact, including using recycled materials, minimizing waste, and promoting sustainable production practices. Björn Borg is also committed to ethical sourcing and fair labor practices throughout its supply chain..
**Outlook:**.
Björn Borg is optimistic about the future and expects continued growth in the coming quarters. The company’s strong financial performance, expanding store network, and focus on e-commerce innovation position it well for success in the competitive sportswear market..
**About Björn Borg:**.
Björn Borg is a Swedish sportswear brand founded in 1984. The company is named after the legendary Swedish tennis player and is known for its high-quality underwear, sportswear, and accessories. Björn Borg products are sold in over 50 countries through its own retail stores, e-commerce platform, and wholesale partners..
