Bjorn Borg AB (BORG) fair value: what the stock is really worth
As of Nov 6, 2026: fair value (intrinsic value) of Bjorn Borg AB stock SEK 43.23, price SEK 57.00, that is 24.2% below the price, quality 70 out of 100. Rating: overvalued. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
69 individual criteria per stock, every one traceableSee the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year. As of Nov 8, 2026.
How to read this chart
60‑month range kr 20.26 – kr 72.64 · fair‑value band kr 26.21 – kr 65.12 · the kr 57.00 price screens above the kr 43.23 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). As of Nov 8, 2026.
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Björn Borg AB (publ), together with its subsidiaries, manufactures, distributes, and sale underwear, sportswear, footwear, bags, eyewear under the Björn Borg brand. The company operates through Wholesale, Own E-Commerce, Own Stores, Distributor, and Licensing segments.
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It offers underwear, sleepwear, socks, clothing collections, and sports products for men, women, and children through independent retailers, apparel and sporting goods chains, department and Björn Borg stores, and e-commerce sites.
The company also provides casual and sports designer shoes for men and women through independent retailers, shoe and sports chains, e-tailers, Björn Borg stores, and www.bjornborg.com; and backpacks, sports, gym, and duffle bags, as well as wallets, gloves, and belts through luggage and sporting goods shops, retail chains, department stores and Björn Borg stores, shop-in-shops, and e-commerce sites.
In addition, it offers boxers, trunks, briefs, loose boxers, multipacks, underwear subscription, and underwear guide; t-shirts, shorts, sweatshirts, hoodies, sweaters, pants, tights, jackets, vests, swimwear, and loungewear; slippers, sneakers, boots, and sandals; socks, beanies and caps, and other accessories; tote, toiletry, and travel bags, and trolleys.
Further, the company provides skirts and dresses, tops, sports bra, hipsters, thongs, high-waist briefs, and bras, as well as products for gym and training, recovery, tennis and padel, running, yoga and pilates, and loungewear activities.
Additionally, it offers spectacle sunglasses through the licensee's distribution organizations, fashion boutiques, department stores, and Björn Borg stores.
The company sells its products in Sweden, the Netherlands, Finland, Germany, Belgium, Norway, Denmark, England, Switzerland, Austria, Slovenia, France, and Canada. Björn Borg AB (publ) was founded in 1984 and is headquartered in Solna, Sweden.
Stock analysis
Bjorn Borg AB (BORG) currently trades at kr 57.00, while our model-based Fair Value estimate is kr 43.23, 24% below the price, so the stock looks overvalued today.
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Valuation
Bull case: the Growth Earnings group reads highest at a median of kr 71.31 per share, and 6 of the 26 models we run sit above the kr 57.00 price.
Bear case: the Economic Profit group reads lowest at kr 24.43, and 20 of the 26 models stay below the price. Data coverage for this calculation is high.
Scenario range: kr 26.21 (bear) to kr 65.12 (bull), the price of kr 57.00 sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 70/100 (solid quality), in the Consumer Cyclical sector.
Mixed Growth: Revenue is growing, but margins or cash flow do not fully confirm the trend.
Bjorn Borg AB reported revenue of 1.0B SEK in FY2025 versus 796M SEK in FY2021, a compound +7.0%/yr. Reported net income was 92.1M SEK in FY2025, compounding +1.7%/yr from FY2021.
Key figures
Market cap 1.4B SEK (≈ $145M) Micro · P/E ratio 14.1 · P/S ratio 1.37 · EPS (TTM) kr 4.03 · Dividend yield 5.3% · Net margin 9.9% · Return on equity 27.0% · Return on assets (EBIT) 14.2% (5-year average).
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 67 out of 100 (low confidence).
What moves the price
The share trades about 22% below its 52-week high and 7% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at −7% fair-value upside, at −24%, BORG screens richer than that median.
Fair Value models
Bearkr 26.21Fair Value kr 43.23Bullkr 65.12
Price kr 57.00 · Downside -24.2%
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above starts from their evidence-weighted blend, not from a single model. In cyclical trough or peak years, after dilution or a stock split it is adjusted afterwards, so it can sit above or below the models. Based on fiscal year 2025 figures (about 10 months old). Earnings retained since then (kr 0.8833 per share) are deliberately not added.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Coverage ⓘCoverage = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.67/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Revenue growth 1 year
+5.5%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+7.7%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+8.2%
Start year 2020 (pandemic). Over 10 years: +6.2% a year
Revenue growth 24 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+9.5%
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What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
+24.1%
Earnings growth per share plus dividend.
Earnings per share, growth per year+18.8%
Dividend (yield on the price)5.3%
Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.18.8% vs 6.9%, picking up
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.3% → 10%
Pace: the 5-year rate starts in 2020 (pandemic)
Growth Forecast
A lot of optimism in the price
The price assumes more growth than the company has delivered so far and more than analysts expect.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
+26.3%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
+5.1%
Yearly sales growth analysts expect, extended to five years.
After inflation (Sweden: IMF forecast 2.0% a year to 2030, 2.9% from 2016 to 2025) that is about +23.8% a year for the price and +3.1% for the forecasts.
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Apparel Manufacturing · 213 stocks
Beats the industry median on 8/13 measures
Overall it ranks above its industry peers.
Valuation
Quality Score70 · Top 25%
Fair Value upside−24.2% · Below median
Profitability
Return on equity (12 months)27.0% · Top 25%
Return on assets12.8% · Top 25%
Net margin (12 months)9.9% · Top 25%
Operating margin (12 months)15.3% · Top 25%
Growth and dividend
Revenue growth (quarter YoY)2.8% · Above median
Dividend yield (12 months)5.3% · Above median
Valuation Multiplesvs Apparel Manufacturing median · lower = cheaper
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Bjorn Borg AB Fair Value". https://www.fairvalue-calculator.com/stock/BORG
Frequently asked questions
Is Bjorn Borg AB (BORG) overvalued or undervalued?
As of Nov 8, 2026, our model estimates a fair value of kr 43.23 versus a price of kr 57.00, about 24% lower (overvalued).
What is the fair value of BORG?
Our model-based fair value for Bjorn Borg AB is kr 43.23 (as of Nov 8, 2026), built from audited fundamentals. The current price: kr 57.00.
What is the quality score of BORG?
Bjorn Borg AB has a Quality Score of 70/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Bjorn Borg AB (BORG)?
Our model-based price target is the fair value of kr 43.23 (as of Nov 8, 2026) from 26 valuation models. Cautious scenario kr 26.21, optimistic scenario kr 65.12. It is a calculation from audited fundamentals, not an analyst target.
What is the Bjorn Borg AB stock forecast for 2026?
Our models put fair value at kr 43.23, about 24% lower versus a price of kr 57.00 (overvalued). Cautious scenario kr 26.21, optimistic scenario kr 65.12. The calculation is refreshed regularly with new filings.
What is the revenue of Bjorn Borg AB (BORG)?
Bjorn Borg AB reported trailing-twelve-month revenue of about 1.0B SEK (latest available figure, as of Nov 8, 2026).
Does Bjorn Borg AB pay a dividend?
Bjorn Borg AB currently shows a dividend yield of 5.26% relative to its recent price (as of Nov 8, 2026).
How much is the dividend of Bjorn Borg AB (BORG) and when is the ex-dividend date?
Bjorn Borg AB pays a dividend of kr 3.00 per share a year, a dividend yield of 5.3%. The last ex-dividend date was May 20, 2026. The payout ratio is 74.4% of earnings. Free cash flow covers the dividend 0.60 times. Our assessment: Watch coverage. The dividend isn’t fully covered by free cash flow or earnings, part of it is funded from reserves or debt. Fine for now, but worth watching: if it stays uncovered, the dividend could be cut.
What growth is priced into Bjorn Borg AB (BORG)?
For today's price to be fair in a discounted-cash-flow model, Bjorn Borg AB would have to grow free cash flow by +26.3 % per year for five years (discount rate 12.6 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +8.2 % per year. As of Nov 8, 2026.
What discount rate (WACC) does the fair value of BORG use?
Our models discount Bjorn Borg AB at 12.6 %: a base by market capitalisation (micro), damped by beta 1.02, country premium for Sweden. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For Bjorn Borg AB that is +26.3 % per year for five years, then slowing evenly to 2 % by year ten, using the same discount rate (12.6 %) and the same formula as our fair value.
How much growth has Bjorn Borg AB (BORG) delivered so far?
Over the past 5 years revenue at Bjorn Borg AB grew +8.2 % a year. The price currently implies free-cash-flow growth of +26.3 % per year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of Bjorn Borg AB (BORG) growing?
The median revenue growth in the sector is +4.7 % a year. That is the yardstick for the growth priced into Bjorn Borg AB (+26.3 % per year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Bjorn Borg AB (BORG)?
The free-cash-flow yield on the price is 3.14 %: that much free cash flow Bjorn Borg AB produces per unit of market value. When it exceeds the discount rate of our models (12.6 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Bjorn Borg AB (BORG)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Bjorn Borg AB it is kr 43.23 per share (as of Nov 8, 2026), against a price of kr 57.00. It is the blended result of 26 valuation models in 8 families (DCF Models, Earnings-Based, Dividend Discount, Multiples, Asset-Based, Growth DCF, Economic Profit, Growth Earnings).
Is Bjorn Borg AB stock overvalued or undervalued in 2026?
As of Nov 8, 2026, BORG trades above its calculated fair value: price kr 57.00, fair value kr 43.23, a gap of about −24% (overvalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of BORG?
No. The price is what the market pays today (kr 57.00); the fair value is what the company's own numbers justify (kr 43.23). For Bjorn Borg AB the two are kr 13.77 per share apart. That gap is exactly why we show both numbers side by side.
How much is Bjorn Borg AB worth?
The market values Bjorn Borg AB at about 1.4B SEK (market capitalisation, as of Nov 8, 2026). Per share that is kr 57.00; our models calculate a fair value of kr 43.23 per share.
What do the bullish and bearish scenarios say about BORG?
Our models span a range for Bjorn Borg AB: cautious scenario kr 26.21, base kr 43.23, optimistic kr 65.12 per share (as of Nov 8, 2026, price kr 57.00). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of BORG?
Bjorn Borg AB trades at a price-to-earnings ratio of 14.1 (as of Nov 8, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of kr 43.23 is built from several models across several years. Median P/E at fiscal year-end, 10 fiscal years (2016 to 2025), reported earnings, FY2025 ex one-offs: 14.6. Other multiples: P/B 3.9, P/S 1.4, EV/EBITDA 12.0.
How solid is the balance sheet of Bjorn Borg AB (BORG)?
Balance-sheet figures for Bjorn Borg AB (as of Nov 8, 2026): return on equity 27.0%. They feed the Quality Score of 70/100, which measures business quality independently of the share price.
How far is BORG from its 52-week high?
Bjorn Borg AB trades at kr 57.00, about 22% below its 52-week high of kr 72.64 and 7% above the low of kr 53.20 (as of Nov 6, 2026). Distance from the high says nothing about value: that is what the fair value of kr 43.23 is for.
Which stocks are comparable to Bjorn Borg AB?
From the same area (Consumer Cyclical) we also value Ralph Lauren Corporation, Moncler S.p.A, LPP SA, Levi Strauss & Co, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Bjorn Borg AB stock attractive at the current price?
The data as of Nov 8, 2026: price kr 57.00, calculated fair value kr 43.23 (−24%), Quality Score 70/100, from 26 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of BORG calculated?
We run Bjorn Borg AB through 26 models from 8 families: DCF Models, Earnings-Based, Dividend Discount, Multiples, Asset-Based, Growth DCF, Economic Profit, Growth Earnings. Every model gets the same audited fundamentals; the fair value of kr 43.23 builds on their evidence-weighted average, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 13.3% above its aggregate fair value. Bjorn Borg AB itself currently trades above fair value. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Bjorn Borg AB (BORG)?
The closing price on Nov 6, 2026 was kr 57.00. Our model-based fair value is kr 43.23, about 24% lower (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Bjorn Borg AB right now?
Solid but not exceptional quality (70/100) and above fair value, neither a clear bargain nor a standout compounder. A fairly wide model range (kr 26.21 to kr 65.12) leaves room in how you read the outcome.
Where does the earnings growth of Bjorn Borg AB (BORG) come from?
Earnings per share at Bjorn Borg AB grew +6.2 % a year from 2014 to 2025. Broken into its drivers: revenue per share +5.9 %, EBIT margin +0.3 %, tax rate +0.6 %, residual (interest, one-offs) −0.6 %. The four rates multiply to the earnings growth rate, they do not add up. Start and end are three-year averages so a single exceptional year does not distort the result.
Key figures of Bjorn Borg AB
How large is the market capitalisation of Bjorn Borg AB (BORG)?
The market capitalisation of Bjorn Borg AB is 1.4B SEK (≈ $145M). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Bjorn Borg AB (BORG)?
The price-to-sales ratio of Bjorn Borg AB is 1.37 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Bjorn Borg AB (BORG)?
Earnings per share at Bjorn Borg AB are kr 4.03 (price ÷ EPS = P/E 14.1). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Bjorn Borg AB (BORG)?
The dividend yield of Bjorn Borg AB is 5.3% (payout 74.4%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Bjorn Borg AB (BORG)?
The net margin of Bjorn Borg AB is 9.9% (last twelve months). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Bjorn Borg AB (BORG)?
The return on equity (ROE) of Bjorn Borg AB is 27.0% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Bjorn Borg AB (BORG)?
On an EBIT basis the return on assets of Bjorn Borg AB is 14.2% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Bjorn Borg AB (BORG)?
The operating margin of Bjorn Borg AB is 15.3% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Bjorn Borg AB (BORG)?
Revenue at Bjorn Borg AB is growing +2.8% versus a year earlier (3y avg +7.7%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Bjorn Borg AB (BORG)?
Earnings per share at Bjorn Borg AB are growing +14.4% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Bjorn Borg AB (BORG) carry?
The net debt of Bjorn Borg AB is 94.2M SEK (fiscal year 2025, ≈ 2.1 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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Broad data
Nov 8, 2026