Björn Borg AB (BORG) Fair Value & Analysis
Consumer Cyclical · SE · Market cap 1.6B SEK
Fair value as of: Jun 24, 2026
Analysis
Björn Borg AB (BORG) currently trades at kr 61.90, while our model-based Fair Value estimate is kr 45.09 — implying the stock looks roughly 27.2% overvalued today. We read business quality at 94/100 (high quality), in the Consumer Cyclical sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium — the entry price still matters most (evidence: high).
About the company
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. 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 subscript…
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data — nothing guessed.
Educational research only · not financial advice · no buy/sell recommendation. Model-based estimates are not certainties; their reliability depends on data quality and assumptions.