Björn Borg AB (BORG) Fair Value & Analysis
Consumer Cyclical · SE · Market cap 1.7B SEK
Fair value as of: Jul 16, 2026
From 24 valuation models · updated 25 days ago
Fair value updated Jul 16, 2026, revised from kr 45.09 to kr 44.92 (−0.4%) since Jul 15, 2026. Share price −1.2% over the past month.
A solid business, but screening 31% overvalued on our models.
What matters now
- The model range is unusually wide (kr 26.90 to kr 74.55). The outcome hinges heavily on assumptions, so read the point estimate with caution.
- Solid but not exceptional quality (68/100) and above fair value, neither a clear bargain nor a standout compounder.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 16, 2026.
How to read this chart
60‑month range kr 20.26 – kr 72.64 · fair‑value band kr 26.90 – kr 74.55 · the kr 64.90 price screens above the kr 44.92 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Jul 16, 2026.
Analysis
Björn Borg AB (BORG) currently trades at kr 64.90, while our model-based Fair Value estimate is kr 44.92, implying the stock looks roughly 30.8% overvalued today. The Quality Score stands at 68/100 (solid 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).
Over the trailing twelve months, Björn Borg AB generated revenue of 1.1B SEK at a net margin of 8.7%. Revenue grew 7.3% year over year. It earns a return on equity of 23.9%. Net debt stands at 94.2M SEK. Fundamentals as of Jul 16, 2026
Our scenario range runs from kr 26.90 (bear case) to kr 74.55 (bull case); at kr 64.90, the current price sits within that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 13% below its 52-week high and 24% above its 52-week low, currently above its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at 1% fair-value upside, at -31%, BORG screens richer than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 24 models by family
Widest divergence: Growth Earnings (kr 71.31) versus Asset-Based (kr 9.75). Highest evidence: Growth DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 16, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 66 · Market factors (momentum, volatility) 55
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
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.
Full company description
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 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.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Björn Borg AB reported revenue of kr 1.0B in FY2025 versus kr 796M in FY2021, a compound +7.0%/yr. Reported net income was kr 92.1M in FY2025, compounding +1.7%/yr from FY2021.
of which total revenue +5.8 pp · buybacks/dilution +0.1 pp
Absolute contributions in percentage points per year; they sum to the EPS growth rate. Start and end points are 3-year averages (details on hover).
BORG screens 31% overvalued. Compare with H & M Hennes & Mauritz AB →
Peer Group
Apparel Manufacturing · 212 stocks
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.
Valuation Multiples vs Apparel Manufacturing median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
VALUE 0: the price sits above our fair-value range.
Insider activity: 40/100
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Apparel Manufacturing stocks, each showing price versus our Fair Value estimate (as of Jul 16, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| H & M Hennes & Mauritz AB HMB | kr 163.45 | kr 165.47 | +1% |
| Ralph Lauren Corporation RL | $374.08 | $224.21 | -40% |
| Moncler S.p.A MONC | €52.08 | €50.69 | -3% |
| LPP SA LPP | 19,380 PLN | 17,754 PLN | -8% |
| Bosideng International Holdings 3998 | HK$4.88 | HK$5.92 | +21% |
| Youngor Fashion Co 600177 | ¥7.57 | ¥5.59 | -26% |
| Page Industries Limited PAGEIND | ₹39,900 | ₹12,395 | -69% |
| Hla Group 600398 | ¥6.05 | ¥9.92 | +64% |
| Eclat Textile Co 1476 | 333.50 TWD | 357.81 TWD | +7% |
| Youngone Corporation 111770 | 87,600 KRW | 196,629 KRW | +124% |
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Frequently asked questions
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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.
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