Analyst Group Initiates Equity Research Coverages of Björn Borg

From Briefs to Activewear: The Transformative Journey Continues

Björn Borg (“Björn Borg”, the Company” or the Group) is a well-established and renowned company with a rich history spanning decades, earning its place as a favored brand among a vast consumer base. Nevertheless, the predominant association of Björn Borg with underwear presents a compelling challenge: to transition consumer perception from an underwear brand to a Sports Fashion Brand. This strategic shift, central to the Company’s vision since 2014, has already yielded noteworthy progress, driven by amplified investments in social media and successful launches of new sport collections. Analyst Group foresees an attractive growth trajectory on the horizon, which promises improved margins. The forecasted EBIT for 2024 stands at SEK 118m, and by applying a forward EV/EBIT multiple of 10.5x, this presents a potential value of SEK 47.8 per share in a Base scenario.

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