Bjorn Borg AB (6BB) Price & Analysis

Björn Borg AB (publ) oversees the full lifecycle of its branded goods, encompassing design, development, manufacturing, wholesale distribution, and direct retail sales. The company offers a diverse product range, including underwear, athletic apparel, footwear, bags, eyewear, and fragrances. Its business operations are structured into four segments: Wholesale, Consumer Direct, Distributors, and License. The company supplies underwear for men, women, and children, along with pajamas and socks, through a variety of channels. These include independent shops, major fashion and sports chains, department stores, its own Björn Borg retail outlets, and online platforms. Similarly, clothing collections for both genders are distributed via sports retailers, chain stores, department stores, company-owned stores, and e-commerce sites. Regarding footwear, which comprises casual and athletic shoes for men and women, sales are conducted through independent shoe stores, specialized shoe and sports chains, department stores, online vendors, Björn Borg stores, and its official website. Furthermore, the company provides a selection of accessories such as sports bags, backpacks, luggage, wallets, gloves, and belts. These items can be found in luggage and sporting goods stores, retail chains, department stores, shop-in-shops, Björn Borg stores, and through e-commerce. Eyewear, featuring both spectacle frames and sunglasses, is distributed via its licensee's networks, fashion boutiques, department stores, and Björn Borg's own retail presence. Björn Borg's products are sold across several international markets, including Sweden, the Netherlands, Finland, Germany, Belgium, Norway, Denmark, England, Switzerland, the United States, Slovenia, France, and Canada. As of December 31, 2020, the company operated 32 Björn Borg stores, with 29 of these being group-owned. Established in 1984, its headquarters are located in Solna, Sweden.