Björn Borg AB (publ)

Good morning, guys, and welcome to our Q2 presentation for 2026. So something this quarter comes with a bit of mixed feelings. If we start with the good things, so on one hand, of course, we see a very strong own e-comm growth. Almost all carriers within e-comm is doing really, really well. Even footwear is growing. It's increasing profitability, very strong gross margins. So that's clearly the highlight of the quarter. However, of course, when we look into the overall sales development, that's a disappointment. So we're behind last year, which means that we come from 25 consecutive quarter with growth. That stops right now. And of course, that is a big disappointment and something that we're Absolutely not happy with. So sales is declining. It's related to our wholesale customers coming into the air with a bit of a poor order book. Also, of course, related to early deliveries. But even if we look at the half-year numbers, we're slightly behind last year. So here we simply need to do a lot better going forward. However, of course, looking at the gross profit, that's another victory. So we're trading in the right direction. It's a mix of, what, predominantly three different things. On one hand, reduced discounts. We also see, of course, still strong currency effects that is having a positive impact, even though it's slowing down a bit. And also the channel mix. So, of course, with Ecom doing so well, That, of course, means it takes a bigger share of the business. And with OwnEcom, we're doing between 76% and 77% gross margin. So, of course, that's helping our gross margin increase, which is very, very good. Operating profit. So, of course, despite then a negative sales development, we're improving our profit. And actually looking at first half year, We've never made more money in the history of this company. So, of course, that's good. But I think at least, you know, the key message with Q2 is we're not happy with the sales performance. We need to do better. That's very clearly. Looking at a long-term plan, of course, we're here, you know, not for the quarters, but for the long run. I think we're on to something very, very strong. We believe that there's a strong resonation with the whole idea of inspiring people to move more. We feel that people are training more and more. And despite, of course, the world being in a very challenging place, people spend more time investing into themselves. And we believe that there is a very strong spot or position for a brand like Bjorn Borg to continue to inspire people to work out, to activate themselves as a way of becoming stronger in whatever you want to be stronger at. This slide is an illustration of what we've done in Q2. And I think we haven't talked so much about that, but yesterday we had a long AI workshop, just reviewing all the projects that we have been launching and the outcome of those projects. And on one hand, we can see that AI is making us much more efficient and effective. One example we talked about yesterday is when it comes down to writing all the text around our products. We now, of course, do that through AI, saving us somewhere between 600,000 and 700,000 SEK a year. Also, of course, it saves a lot of time and it makes also the quality much, much better. But on the other hand, we believe that when it comes to building the brand, In a world where almost everything is fake, we need to continue to be real. So activating the brand with real people out there I think is crucial for us. And we've done hundreds of activations during Q2. ASKARI ASKARI ASKARI Board meeting, closing Q2. I just looked outside the window at Frösundavik and there I saw 70, 75 people that were joining our running club. So I think that's another example of reaching out and building a strong connection with end consumers. And we need to continue doing that. I think we're doing that really, really well. And also, of course, that's partly why our own e-commerce is going so well. It's really resonating well with what we do with end consumers out there. So that's reassuring. And of course, we need to continue doing that. Looking at the sales development, and again, of course, Q2 is a disappointment. Partly, of course, we delivered orders earlier, but also when you look at the first half year, we're slightly behind last year's number. So it's a poor sales development. And again, the highlight is really own e-comm. It's only related to wholesale and a couple of big customers. So here we simply need to work more and harder. Looking at the categories, well, of course, wholesale declining a bit means that also most of the categories are declining but if you dig a bit deeper and you try to look for victories and see what is actually working we can conclude on one hand that training so the stuff we do for those that go to the gym is going really really well both for you know adults but also for kids so we see that our junior collection is developing fantastic growing 53% versus last year footwear is declining and of course that's a major focus so we need to change that trend The highlights with footwear is that in e-com we're growing, Sweden is growing. However, of course, we still see big drops in Netherlands and in Belgium. So the work here continues. And I've been asked a couple of times, you know, how long will you do this? So just to remind you all, footwear, even though, of course, we're declining in turnover, it's still profitable. We're making money here. The ambition, of course, is to turn this into a 500 or 600 million category. And currently, we're closer to 70, 80 million, rolling 12. And of course, we want the 500 to happen quick. It's going to take a bit of time, but we will continue to focus on footwear. We believe that the brand is strong. The brand is able to have multiple different categories of which footwear should be one. Bags is doing okay, growing in the quarter, and our swim collection has been doing good. Of course, partly thanks to an exceptionally really good weather, sometimes a bit too warm, of course, during Q2. So overall, of course, a few highlights and, of course, other things that are not working according to plan, so simply more work to be done. When we look at the countries, of course, with Holesale declining. Well, we see that then in all of the markets. Finland is holding on really, really well. Norway is also rebouncing a bit. And then, of course, looking at the channels then. So, of course, wholesale, as we said, is declining. Partly due to timing, but also partly due to a bit of a lower order book. Ecom is doing very, very well, so growing 17% in the quarter. Profit is increasing. Profit ratio is increasing. So, of course, there's a lot of highlights with Ecom. And, of course, that's the channel where we're closest to the consumer, so that's super good. Retail is struggling as well. Comp stores is declining 5%. And we can conclude that the traffic is really dropping during the summer when the weather is what it is. Distributors are doing okay, mostly thanks to Norway. But again, of course, our focus channels is wholesale and e-com. E-com is working good. Wholesale is having a weak quarter, and here we simply can do better. We are here to grow. Thanks a lot, Henrik.

Well good morning to you all and yeah in a world that sometimes feel you don't know really what's real or what's not it's good to be back from the summer at least to find your colleagues that are certainly real that makes me filled with energy to continue this journey and develop this company. Clearly, as you heard, the Q2 was a disappointment in terms of sales. There are some highlights, however. Looking at the gross margin, it's improving versus last year. You can really split that into three parts if you want for the Q2. It's portless, you heard from Henrik. Our own e-commerce is growing with a high gross margin that takes a bigger share of the total, meaning that the share of the segments or the channels is improving the margins. Otherwise, we have a favorable FX development in the quarter that helps the margin as well, and also product mix that is going in the right direction. So that's all combined helping to a very good gross margin in the Q2. So that's one highlight. The operating profit as well is improving 11% versus last year. So that's good in a quarter where, as you already heard now, we're losing or dropping sales. So quite pleased with the fact that, you know, we can drive a profitable company here despite the sales is dropping. Clearly being helped by favorable FX, but also the channel mix, as you heard before, is helping the profitability. So that's two good things in an otherwise slightly disappointing quarter. If we summarize all this in a simplified P&L, you already heard sales is dropping 12%. However, the gross margin, as I just mentioned, is up 5.6 points. The operating expenses is more or less where we want them to be. So we have good control on that. And the EBIT margin, as I mentioned, up 11%. So that's... Overall, disappointing on sales, but in other places, a good P&L, I should say. In terms of the equity or the solidity, quite stable, dropping slightly, 0.5 points versus last year, but still on high levels. The net depth is decreasing, which is really good considering everything that's happening. So I'm very pleased with quite a big drop in the net depth. Our working capital is really, really stable. So at least when you compare it to the gross sales rolling 12 months, flat versus last year. So around 20%, 21%, that's where we want it to be, obviously focusing on the right things. So that was a few highlights from the bottom lines. With that, Henrik, why don't you close this one?

Yes, yes, yes. Thank you, Jens. And again, of course, if we should then at least close the quarter with some things to be proud over. We just launched Golf. That is working really, really well with very, very strong sell-through numbers. However, of course, still small volumes. But I think it also tells that the brand is ready to launch a new category, new product groups. Secondly, of course, OwnEcom is doing really, really well. So growing 17%. Apparel within OECOM is growing 28%. I think that's something that we're super proud over. And of course, lastly, profitability is increasing. Looking at first half year, we never made more money in the history of this company. So of course, that's also something that we're super proud over. Again, however, of course, it was a weak quarter in terms of sales. We need to grow. We don't grow. And of course, that needs to change very clearly. So I think with that said, thank you for listening in. I'm sure that Hjalmar has tons of good questions as well. So hang on for a few more minutes and let's see where this will take us.

Thank you so much, Henrik. And I guess let's start at the wholesale segment. You mentioned, of course, the timing effect and we know between Q1 and Q2 that there were some timing effects. But if we disregard this, are you satisfied with sort of the underlying development in the wholesale segment if we evaluate the first half of the year?

No, no, I think it's a big disappointment. So I think if we look at first half year, we're down, I think, 1-1.4% on top line. And of course, we want to grow 10%. So that is not at all according to plan. Of course, you know, the way the business works with wholesale is that we do pre-orders. The year before. So the order book that we took last year, so in August 2025, was a bit weaker than what it was the year before. And of course, in order to catch up, you need to do more reorder, more never out of stock, more e-com. But that was a bit tough to catch for that gap that was created with a poor order book. And that poor order book was related to, you know, one or two accounts. So actually, you know, most things are doing good. But of course, if you have a big account that is buying a bit less in pre-orders, then of course, it's hard to catch up. But, you know, first half year from a sales perspective, wholesale is a disappointment, very clearly. Okay, okay.

Yeah, so is it fair to assume then that this is not reflecting sort of like a widespread decline, but rather isolated at a few accounts? Or how do you feel that this development is maybe comparing to the market? Are you going in line with the market? Or how is your market share developing?

Now, if we look at, you know, sort of sell through data, so not perhaps so much than our total sales, we see that we're performing really, really well, both with our wholesale customers, so they're selling out their products at a good pace, but also, of course, with own e-com. So, the brand is strong. People are buying our stuff. The issue, of course, was that we came in with a poor order book. So, of course, that stuff has been sold out. We simply need to be better, of course, tying the big key accounts, wholesale partners closer to us and driving growth with all of them. And of course, we know that we have a few really big ones, so like a Zalando, a Boost, XXL, Stadium. And of course, if one of those are declining, it's hard to catch up, of course, but we need to grow with all of them. I believe our strength has been that we're good in wholesale, but also very strong in own-ecom, and we need to manage both. And clearly, of course, this first half year has indicated that wholesale is not performing the way we would want it to perform.

Okay, thank you. And tying all this together as it relates to your financial targets, I mean, of course, a lot of moving parts, a lot of external items as well, but how should we look at your growth trajectory going forward? I mean, how will you balance the profitability target with the growth and Of course, some things are in your control, some things are out of it, but just how do you perceive this split going forward?

I think what we can see, though, is that we're well above our profit target in terms of what we've said. So we said a minimum 10% and we're simply doing a lot more. more than 11%. So, on the other hand, of course, sales is flat and we want to grow 10%. And of course, yes, we come from 25 consecutive quarter of growth. So, of course, it's the first quarter that we don't grow in a very, very, very long time. So, on one hand, I don't want to overplay that, but I think it's very clear, our challenge is not profitability, our challenge is to grow quicker. So, of course, it's all about looking at our investments, looking at what we do, and we simply then need to generate more growth in all the channels, the e-comm, but also, of course, the wholesale customers. So without them giving away the future, we're here to deliver on our financial targets. We're currently not doing that from a sales perspective. We need to do better.

Okay, thank you. And then the gross margin, of course, very strong, but this is a channel mix question among other items. How would you balance these items in the second quarter? I mean, of course, the big split, I guess, is the sales market driver, but how do the other items, I mean,

After Q1, a couple of you guys actually reached out to us and asked why we don't disclose, of course, the full impact of currencies, for example. So if we take Q2, so our gross morning is up, I think, 5.6% roughly. If we divide that into what is increasing it with the 5.6, we can see that there's three things that has an equal impact on the gross morning in a positive sense. And one, of course, is the channel mix like Jens just talked about. So, of course, ECOM is taking a bigger share. Here we have, you know, well, 77% gross margin, so that's lifting it. That's one third of it, roughly. The other one is related to the wholesale drop because, of course, it's the big key account that dropped a bit. They have the highest discounts. We have lower discounts within wholesale. That's, you know, one-third. And then the last one-third is then currency. So, still, we're, you know, buying in U.S. dollar, we're selling in Euros and SEIK. And even though it's been flattening out a bit, actually, it's still, you know, having a positive impact in Q2. And those three, not exactly, but close to exactly standing for one-third each in Q2.

Okay, thank you. That's very clear. And I mean, even if we look at the FX items, of course, I mean, like you mentioned, the profitability is on a very good level right now. Could it be fair to assume maybe that you want to invest some more in growth going forward, maybe to drive, you know, their own direct-to-consumer channels, or how should we view that? Are you happy with the sort of like marketing yield that you're getting right now, and what could we expect?

No, but I think, you know, when we look at the way we spend our money, of course, there's a big chunk that you don't know whether you're getting something back for. We have a feeling. And then, of course, there's components around performance marketing, meta, where you know exactly. And, of course, when I look at our return on ad spent, where we can measure performance, those are very, very high. So that indicates, of course, that there's room for us to invest even more. which, of course, will drive an e-com even further and potentially strengthen the brand. So that's something we're looking into. However, of course, you know, our approach has been we want to grow and we also want to be a very strong partner to our biggest key accounts. So we want to invest in them. We want to invest into the brand so they can sell out our products at better margins. And of course, you know, performance marketing, It's not going to help that. So we want to invest in both. Continue to drive on e-comm but also of course invest into the brand so we can grow even more or start growing if you look at Q2 then with our wholesale customers.

Thank you. If we stay on the topic of growing with wholesale customers, what is the key challenge here? If we look at the product offering, is it upselling new items, the focus areas that you launch, or is it maintained growth within the legacy categories maybe? What do you see the key item is to drive growth for the wholesale?

I think it is to continue to do what we're doing. But I think what we need to be better at, we have a couple of really big customers. And of course, we need to build a broader base of strong wholesale partners. Because then, of course, we will be less impacted if one decides to buy a bit less or decides to do something that will have an impact on us. So I think it's more that. So it's a bit about your strategic key account management that we need to build. then go to market slightly different because that's actually working. Many of our big key accounts is doing fantastic and we're growing really, really well. But of course, if you don't have one or two that is buying high volumes and they decide to do something dropping their purchase or focusing on cash flow or something that will have an impact on how they're buying from us, then that has an impact. And of course, we simply need to spread the base a bit broader with wholesale. That's more my key take here. So we're not so dependent on a few. But very clearly, I think we have a good product proposition. We know how to drive wholesale. We need to continue to build strong partnerships and be really close with those, so we are really their best business partners. No matter whether it's Boost, Stadium, XXL or Zalando, they all require slightly different support, and we need to be the one that is there with them, helping them to drive sell-through and win consumers.

Yeah, thank you. That's very clear. And if we look then at the geographical markets, Germany, maybe if we disregard the online channels there, just look at maybe the launch, what is sort of the progress here and what is your focus areas for growing in Germany?

The focus in Germany has been to really take ownership over Hamburg. It's a bit of a three-legged approach or one drive. German sales within Zalando. So the Zalando business goes to German consumers. Zalando, of course, sells in all European markets. So that's one hand. Of course, our own e-commerce towards German consumers. And then, of course, build a wholesale base in Germany, but starting with Hamburg. So all those three we're doing. And looking at the year to date, so Germany is roughly about flat. We're declining in Q2. We can see that, on one hand, the Zalando business, so them selling to German consumers, is doing really, really well. So here we're growing. However, our own e-com in Germany, you know, is flat, declining like 1%, you know, full year. So, of course, here we need to change. And the big challenge here is that when we look at, you know, performance marketing, so we give, you know, the e-com team a kroner to invest. Of course, you know, if you want to make the most out of that, you then invest into markets where the brand is stronger because you'll get more back. Well, of course, in Germany, you won't get as much back for that kroner invested, but you want to do it anyway for the long run. So, of course, that's the constant, of course, you know, balance you need to manage simply. We can invest more in Germany, own e-com, and that, of course, will enable us to grow there. But if we take exactly the same money and put it into another market, we'll probably grow So we need to find that balance. And I think we need to invest even more here, even though it's not going to pay back as much as some of the other markets. So only come Germany and we need to do better. And the last, of course, is to open up new customers. And here we have a new country manager that joined us last Monday, actually. who will then help us to start building strong relationship with German wholesale customers. And that business is very small currently and that we need to focus now with this new country manager. But it's all those three needs to come to play at the same time. And then of course building this from Hamburg and then expanding of course outside Hamburg. So that's the focus. One reflection potentially is if we see that Consumers in Scandinavia is picking up a bit. We don't really see that at all in Germany So, you know still a fairly near pessimistic, you know outlook On on the world on the economy in Germany where you know in some other markets We've seen that while the trend actually shifting a bit to be a bit more positive. Yeah, but we're so small so we should be able to grow anyway, so

Yeah, but a bit of a challenged consumer in Germany then.

Yes.

And then finally on the online, could you just remind us of the drivers of this impressive growth that we see now in the corridor and maybe do you feel that you still have good pricing power here? We saw the gross margin remains very strong in this channel. What are the prospects here going forward?

No, I think, you know, e-com both year to date and in Q2 looks, you know, very, very promising, which, of course, is an indication that there's a lot of consumers out there that really want to buy stuff from us. So on one hand, sales is growing, gross margin is up. Profit in absolute numbers is up. Profit ratio is up. So I think everything is simply pointing in the right direction. And also when we see performance marketing and the stuff that we're doing there, the return on ad spend that we're having is record high. So that's up, I think, 34%, 35% versus last year. So if we put in one kroner, we'll get 34% more revenue this year versus last year. And already last year was really, really good. Yeah. So, of course, there's something happening here that is very, very strong. So super, super proud and super happy over ECOM, clearly one of the highlights in the quarter. But we're not only an ECOM company. We want to drive, of course, all channels. That, I think, is key for us to grow 10%. Perfect.

Yeah, thank you. Very clear. And that's all on my end, so I'll leave it to you for any concluding remarks.

Excellent. Thank you, Alma. Good question as always. And again, of course, we had 25 consecutive reports of growth. We were hoping, of course, it will be a 26 one. This is simply not good enough. There are highlights and of course you can talk about them in circles, but we're not happy with the sales growth. We can do better. I think that's the key message we simply need to shape up. That's it. So have a fantastic Friday. Don't forget to work out. And remember, we're here for the long run. We want to build a global, iconic sports fashion brand that really inspires people to move. And that hasn't changed just because we're dipping sales in one quarter. Thank you.

Brilliant.