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Björn Borg

Quarterly Report May 6, 2010

3142_10-q_2010-05-06_6f12af7b-991c-4c3f-95f4-b586a32345cb.pdf

Quarterly Report

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POSITIVE SIGNS IN UNDERWEAR

FIRST QUARTER, JANUARY 1 – MARCH 31, 2010

  • The Group's net sales decreased by 10 percent to SEK 148.4 million (164.7).
  • The gross profit margin increased to 51.6 percent (49.3).
  • Operating profit decreased to SEK 36.0 million (37.6), or by 4 percent.
  • Profit after tax decreased to SEK 25.8 million (28.9), or by 11 percent.
  • Earnings per share decreased to SEK 1.03 (1.15). Fully diluted earnings per share amounted to SEK 1.01 (1.15).
  • Brand sales decreased (excluding VAT) by 24 percent to SEK 461 million (602).
  • In April a letter of intent was signed with a new distributor in France.

COMMENT FROM THE PRESIDENT

"The first quarter of the year shared similarities with the end of 2009, with declining brand sales and consolidated revenue, but at the same time we are seeing positive signs. We have continued to improve in areas that we consider crucial to reaching our goal to be the best in the world in fashion underwear, including an increased number of new products, impactful campaigns and a new distributor in France", said Arthur Engel.

SEK million 2010 January-March January-March
2009
April 2009-
March 2010
Full-year
2009
Net sales 148.4 164.7 503.6 519.9
Gross profit margin, % 51.6 49.3 52.0 51.3
Operating profit 36.0 37.6 111.1 112.6
Operating margin, % 24.3 22.8 22.1 21.7
Profit after tax 25.8 28.9 77.1 80.9
Earnings per share, SEK 1.03 1.15 3.07 3.22
Earnings per share after dilution, SEK 1.01 1.15 3.07 3.21
Brand sales* 461 602 1,835 1,976

* Estimated total sales of Björn Borg products at the consumer level, excluding VAT, based on reported wholesale sales.

PRESIDENT'S COMMENT

In 2009 we settled on a vision for the brand and our direction going forward: we want to be the best in the world in fashion underwear. Björn Borg has begun the new year with a high level of activity in every part of the business that we consider important to reaching this vision and to our long-term expansion: innovative product development, efficient marketing and broader distribution.

Product development

– several new products garner positive response, with more to come this fall

In product development, several new underwear products reached stores during the first quarter, not least of all in Kids, which is now available for both boys and girls and has received a positive response. In February we launched on a widespread basis our first major new product of the year, the Love All underwear line for women, at the same time that a sports-oriented menswear collection went on sale. This fall more new products for both women and men will reach consumers.

Marketing communications

– improved marketing tools and product-oriented campaigns

In an effort to streamline marketing communications, we developed improved support for distributors during the spring in the form various marketing tools. The idea is to make it easier for our partners to strengthen the brand in their markets and increase opportunities for sustainable growth. At the same time we have launched the first campaigns with Björn Borg's new brand platform and the theme Swedish Underwear Liberation, with a great deal of energy and much of Björn Borg's soul, but with the emphasis on the product.

Distribution

– new distributor in France, licensing of footwear and new store concept

After an analysis last year of the representatives in our various markets, we have been trying to find a new distributor in France. We have now found a solution with an experienced partner, which we think is right for this important market. As announced earlier, footwear will be licensed out during the year, an important step to strengthen the prospects of a broader expansion in this product area. The Björn Borg store on Sergelgatan in Stockholm opened in March after renovations to fit our new retail concept, which we developed to bolster our stores and shop-inshops internationally. And we are always keeping our eyes out for interesting new markets with the right partners.

Quarterly development

– positive trend in underwear

The first quarter of the year shared similarities with the end of 2009, with declining brand sales and consolidated revenue, but at the same time we are seeing positive signs. Adjusted for negative exchange rate effects and unusually high footwear sales in the first quarter of last year, we posted a slight increase in revenue compared with 2009. The growth was in underwear sales at the end of the period. At the same time lower expenses, primarily from reduced operations in the U.S., contributed to an increase in operating margin during the quarter to a strong 24.3 percent.

Arthur Engel President

OPERATIONS

Brand sales

Brand sales (excluding VAT) for the first quarter 2010 decreased by 24 percent to SEK 461 million (602). The decrease is the result of lower underwear orders from distributors in early fall 2009 and lower footwear sales in the Netherlands, which had reported a very strong increase in the same quarter of 2009. Brand sales were also adversely affected to a slight degree by a stronger krona against the euro during the period.

Product areas in the first quarter 2010

Brand sales in the underwear product area decreased by 22 percent during the quarter compared with the previous year. Declines were noted in all major markets. Among smaller markets, Belgium and Finland reported continued positive sales trends. Underwear accounted for 69 percent (67) of brand sales during the quarter.

In the smaller product area, adjacent products – menswear – brand sales doubled compared with the same quarter of the previous year, though from a low level.

Sales in the footwear product area fell by 43 percent after a substantial rise during the first quarter of the previous year. By licensing footwear operations to an established international player, as planned in 2010, growth prospects will improve in the product area.

Brand sales* of Björn Borg products January–March 2010 Total SEK 461 million (602)

* Estimated total sales of Björn Borg products at the consumer level, excluding VAT, based on reported wholesale sales.

** Underwear Men's and women's underwear, swimwear and socks. Adjacent products Men's clothing, Licensees Bags, fragrances, eyewear and women's clothing in the Netherlands.

In licensed products, sales decreased for bags and the licensed women's collection in the Netherlands. Fragrances and eyewear both reported growth.

Markets in the first quarter 2010

Brand sales in smaller markets accounted for 13 percent (15) of total brand of sales during the first quarter. Among major markets, Sweden reported an increase in brand sales of 3 percent, while the Netherlands, Denmark and Norway posted negative sales trends. Among smaller markets, Belgium continued to grow strongly and now accounts for 5 percent of total brand sales.

Björn Borg stores

No new Björn Borg stores were opened during the first quarter of 2010. At the end of the period there were 46 (44) Björn Borg stores, of which 10 (11) are Group-owned. During the quarter the store at Sergelgatan in Stockholm was renovated to fit the new retail concept.

Company acquisition

March 25, 2010 Björn Borg acquired 100 percent of the capital and votes in FSSIT Services AB, the name of which has since been changed to Björn Borgs Services AB. The purchase price amounted to approximately SEK 9 million, excluding FFSIT's cash reserves, while transaction expenses amounted to approximately SEK 1.3 million. The transaction expenses are recognized as an operating expense.

During the two years preceding the acquisition FSSIT Services AB did not conduct any operations, and with the exception of its cash reserves the company essentially had no assets or liabilities. In its previous business as a service company in the IT sector, FSSIT Services AB had generated losses that gave it tax loss carryforwards totaling approximately SEK 182 million, for which deferred tax assets of SEK 9 million have been recognized in the acquisition balance sheet. The tax loss carryforwards are expected to be utilized beginning in the 2016 financial year. The acquisition has an effect on the Group's cash position of SEK –9 million, which corresponds to the difference between the purchase price paid and FSSIT Services AB's liquid assets at the time of acquisition. The effect on the Group's results and position is not material either before or after the acquisition date.

THE GROUP'S DEVELOPMENT

Sales and operating profit decreased during the first quarter.

Net sales

First quarter, January-March 2010

Group sales during the first quarter amounted to SEK 148.4 million (164.7), a decrease of 10 percent. Sales were negatively affected by lower exports to the Netherlands in the footwear product area, at the same time that they were positively affected by higher sales in the underwear product area. Sales in Swedish underwear wholesale opeartions and Group-owned retail operations decreased slightly. The US dollar weakened compared with the same period of 2009, due to which sales decreased by about SEK 13 million.

Profit

First quarter, January-March 2010

The gross profit margin increased during the first quarter to 51.6 percent (49.3), which is attributable to a weaker dollar, but also a decreased share of export sales in footwear operations.

Operating profit amounted to SEK 36.0 million (37.6) during the quarter with an operating margin of 24.3 percent (22.8). Profit before tax decreased during the period to SEK 35.4 million (39.2).

Operating profit was adversely affected by lower sales and a lower dollar exchange rate, which was compensated by lower operating expenses. Further cost efficiencies and lower investments in the U.S. contributed to lower operating expenses, which include acquisition-related expenses of SEK 1.3 million attributable to FFSIT AB.

As of March 31, 2010 the company had 25,148,384 shares outstanding. Earnings per share before and after dilution amounted to SEK 1.03 (1.15) and SEK 1.01 (1.15), respectively.

Development by business segment

The Group comprises eight companies that operate under the Björn Borg brand on every level from product development to distribution and consumer sales in its own Björn Borg stores.

Brand and other

Brand and other consist primarily of royalty revenue, sales of services within the Björn Borg network and intra-Group services.

Net sales during the period reached SEK 35.8 million (43.8), a decrease of 18 percent. The external net sales amounted to SEK 15.1 million (19.7). The decrease was mainly due to lower brand sales in the underwear product area as well as the licensed product areas for bags and women's apparel.

Operating profit amounted to SEK 12.7 million (17.3), a decrease of 26 percent for the period. Profit was affected by lower sales.

Product development

The Group has global responsibility for development, design and production of underwear, adjacent products and footwear.

The segment's net sales amounted to SEK 91,5 million (109,9) for the period, a decrease of 17 percent. The external net sales amounted to SEK 75.0 million (81.7). The decrease was primarily due to lower footwear exports to the Netherlands, but also a weaker dollar.

Operating profit decreased to SEK 17.6 million (18.7) as a result of the decline in sales. Good cost controls offset part of the sales decrease.

Wholesale operations

The Björn Borg Group is the exclusive wholesaler for the underwear, adjacent product and footwear product areas in Sweden and the U.S.

Net sales in wholesale operations increased by 1 percent during the period to SEK 60.1 million (59.4). The external net sales amounted to SEK 48.1 million (51.4). The decrease in the external net sales was mainly attributable to both the footwear and underwear product areas.

Operating profit amounted to SEK 7.8 million (2.5). The increase was due to the weaker dollar, which affected gross profit positively, as well as lower investments in the U.S.

Sales, SEK thousands
January-March
Operating profit, SEK thousands
January-March
Operating margin
January-March
Business segment Revenue source 2010 2009 2010 2009 2010 2009
Brand and other Royalties and services 35,808 43,776 12,710 17,275 35% 39%
Product development Products 91,457 109,942 17,628 18,719 19% 17%
Wholesale operations Wholesale sales 60,140 59,421 7,809 2,461 13% 4%
Retail Retailers 10,227 11,887 –2,110 –873 –21% –7%
Less internal sales –49,253 –60,352
Total 148,379 164,674 36,037 37,582 24% 23%

Retail

The Björn Borg Group owns and operates eight stores in the Swedish market that sell underwear, adjacent products, footwear and licensed products. Additionally, Björn Borg operates two factory outlets.

Retail sales amounted to SEK 10.2 million (11.9) during the period, a decrease of 14 percent. The decrease was mainly due to lower sales at the two outlets, but also the renovation of a store in Stockholm. Same-store sales decreased by 13 percent.

The operating loss for the period amounted to SEK 2.1 million, against a year-earlier loss of SEK 0.9 million, and resulted from lower sales and depreciation from the store renovation.

Intra-Group sales

Intra-Group sales amounted to SEK 49,3 million (60,4) during the period.

SEASONAL VARIATIONS

The Björn Borg Group is active in an industry with seasonal variations. Sales and earnings vary by quarter. With the current product mix, the second quarter is generally the weakest in terms of profit. See the figure on quarterly net sales and operating profit on page 4.

INVESTMENTS AND CASH FLOW

Cash flow from operating activities in the Group amounted to SEK –2.8 million (12.8) for the first quarter 2010. The decrease was mainly due to higher working capital caused by an increase in accounts receivable from delayed invoicing, but at the same time offset somewhat by increased accounts payable, however.

Total investments in tangible and intangible non-current assets amounted to SEK 2.1 million (1.5) during the period, the large part of which was attributable to the store renovation, though also a new enterprise system and web platform. During the first quarter a company acquisition was also made amounting SEK 9,1 million.

For the first quarter 2010 cash & cash equivalents increased by SEK 111.1 million (11.3).

FINANCIAL POSITION AND LIQUIDITY

The Björn Borg Group's cash & cash equivalents (net cash position) amounted to SEK 407.6 million (252.8) at the end of the period. The equity/assets ratio was 63.2 percent (70.0).

In connection with the acquisition of FSSIT AB, a short-term credit of SEK 125 million was obtained. The credit has a twomonth maturity.

Net financial items were affected negatively during the first quarter 2010 by a weaker dollar compared with the same period of 2009, which resulted in negative exchange rate differences.

COMMITMENTS AND CONTINGENT LIABILITIES

No changes were made with regard to pledged assets and contingent liabilities compared with December 31, 2009. As mentioned before, there is a dispute between Björn Borg AB and its English distributor regarding shipments that were not delivered. Arbitration proceedings have begun and a settlement is expected in 2010. Because the financial impact of the dispute cannot be reliably determined, the company has not allocated any provisions for the dispute in these accounts. The financial effect is not expected to materially impact the Group. For further information, see note 22 on page 56 of the annual report 2009.

PERSONNEL

The average number of employees in the Group for the period was 91 (91), of whom 58 (57) were women.

TRANSACTIONS WITH RELATED PARTIES

No transactions were executed with related parties.

SIGNIFICANT RISKS AND UNCERTAINTIES

In its operations, the Björn Borg Group is exposed to risks and uncertainties. For further information, refer to pages 37-38 in the annual report 2009.

EVENTS AFTER THE BALANCE SHEET DATE

After the conclusion of the report period a letter of intent was signed with a new distributor in France.

PARENT COMPANY

Björn Borg AB (publ) is primarily engaged in intra-Group activities. In addition, the Parent Company owns 100 percent of the shares in Björn Borg Brands AB and Björn Borg Footwear Holding AB.

The Parent Company's net sales for the first quarter amounted to SEK 12.0 million (14.0). The loss before tax amounted to SEK 2.2 million, against a year-earlier loss of SEK 4.1 million. Cash & cash equivalents amounted to SEK 125.5 million (176.8) on March 31, 2010. For the period investments in tangible and intangible non-current assets amounted to SEK 0.4 million (0.9).

NUMBER OF SHARES

Björn Borg currently has 25,148,384 shares outstanding.

FINANCIAL OBJECTIVES

The financial objectives of Björn Borg's operations for the period 2010-2014 are as follows:

  • Average annual organic growth of at least 10 percent
  • An average annual operating margin of at least 20 percent
  • An annual dividend of at least 50 percent of net profit
  • Long-term cash reserves equivalent to 10-20 percent of annual sales.

Comments to the financial objectives:

The long-term objective will be achieved if established markets grow slightly below the average growth target and new markets provide stronger growth. At the start of the period sales growth could fall below the target, since several new markets are being added.

Surplus liquidity generated by meeting the new financial objectives will be distributed gradually over the forecast period, starting in 2010.

Operating investments are expected to fall in the range of 2-5 percent of net sales depending on the addition of any new concept stores.

ANNUAL GENERAL MEETING

The Annual General Meeting of Björn Borg AB, which was held in Stockholm at 5:00 p.m. on April 15, 2010, resolved to pay a dividend of SEK 5.00 (1.50) per share to the shareholders for the year 2009. The Directors Monica Elling, Fredrik Lövstedt, Fabian Månsson, Mats H Nilsson, Vilhelm Schottenius, Michael Storåkers and Nils Vinberg were re-elected, with Fredrik Lövstedt as Chairman of the Board. Kerstin Hessius was elected a new Director.

Authorization to issue new shares, warrants and/or convertibles

In accordance to the Board of Directors' proposal, the Annual General Meeting, authorized the Board, until the next Annual General Meeting, to resolve with respect to new issues of shares, warrants or convertibles on one or several occasions, with or without deviating from the shareholders' preferential rights. The number of shares could increase in total by not more than 1,250,000.

Authorization to acquire and transfer the company's own shares

The Board of Directors was authorized, until the next Annual General Meeting, to resolve to acquire the company's own shares, on one or several occasions, to the extent that the holding of treasury shares subsequently does not exceed ten percent of all the shares in the company. Further, the Meeting authorized the Board, until the next Annual General Meeting, to resolve to transfer treasury shares to third parties on one or several occasions. Transfers are limited to the total number of treasury shares that the company holds at any given time.

Remuneration guidelines for executive management

The Meeting adopted the Board of Directors' proposal regarding remuneration guidelines for the executive management, comprising the President and other members of the executive management.

ACCOUNTING PRINCIPLES

This interim report has been prepared in accordance with the Annual Accounts Act and IAS 34 Interim Financial Reporting, and for the Parent Company in accordance with the Annual Accounts Act and the Swedish Financial Reporting Board's recommendation RFR 2.3 Accounting in Legal Entities.

The same accounting principles were applied during the period as in 2009, as described on page 47 of the annual report 2009, with the exceptions indicated below.

The new and revised IFRS and the interpretations from IFRIC applied by the Group as of January 1, 2010 have not had a significant impact on the Group's results or financial position, with the exception of IFRS 3 Business Combinations, according to which the transaction expenses in connection with acquisitions are not included in acquisition value and instead are treated as overhead and recognized through profit or loss. According to RFR 2.3, some of the changes which were introduced in IAS 1 2009 and applied in the consolidated financial statements shall also be applied in the Parent Company. Due to these changes, a separate statement of total comprehensive income and a statement of changes in equity are presented for the Parent Company in this interim report.

AUDIT REPORT

This interim report has been reviewed by the company's auditors.

OUTLOOK 2010

As a policy, the company does not issue earnings forecasts.

CONSOLIDATED INCOME STATEMENT AND TOTAL COMPREHENSIVE INCOME

SEK thousands January-March
2010
January-March
2009
April 2009-
March 2010
Full-year
2009
Net sales 148,379 164,674 503,620 519,915
Cost of goods sold –71,803 –83,526 –241,548 –253,271
Gross profit 76,576 81,148 262,072 266,644
Distribution expenses –25,792 –29,047 –99,134 –102,390
Administrative expenses –11,190 –10,882 –38,771 –38,463
Development expenses –3,557 –3,636 –13,118 –13,197
Operating profit 36,037 37,582 111,048 112,594
Net financial items –608 1,663 –3,207 –936
Profit before tax 35,429 39,245 107,841 111,658
Tax –9,650 –10,322 –30,756 –30,756
Profit for the period 25,779 28,924 77,085 80,902
Profit for the period attributable to:
Parent Company's shareholders 25,782 28,897 77,080 80,867
Minority interests –3 27 5 35
Other comprehensive income
Translation adjustments for foreign operations –242 231 371 844
Total comprehensive income for the period 25,537 29,155 77,456 81,746
Total comprehensive income for the period attributable to
Parent Company's shareholders 25,540 29,128 77,451 81,711
Minority interests –3 27 5 35
Earnings per share, SEK 1.03 1.15 3.07 3.22
Earnings per share after dilution, SEK 1.01 1.15 3.07 3.21
Number of shares 25,148,384 25,059,184 25,148,384 25,148,384
Weighted average number of shares 25,148,384 25,059,184 25,133,517 25,111,217
Effect of dilution* 377,505 19,470 118,910
Weighted average number of shares after full dilution 25,525,889 25,078,654 25,133,517 25,230,128

* Björn Borg AB has two outstanding incentive programs based on warrants: 2008:1 and 2008:2. For more detailed information, see page 53 of the annual report 2009.

CONSOLIDATED STATEMENT OF FINANCIAL POSITION

CONDENSED
SEK thousands March 31
2010
March 31
2009
December 31
2009
Non-current assets
Goodwill 13,944 13,944 13,944
Trademarks 187,532 187,532 187,532
Other intangible assets 3,826 2,033 3,437
Tangible non-current assets 10,728 14,611 11,150
Deferred tax assets 9,096
Total non-current assets 225,126 218,120 216,063
Current assets
Inventories, etc. 23,584 37,141 26,455
Current receivables 113,961 124,653 65,719
Cash & cash equivalents 407,561 252,827 296,484
Total current assets 545,106 414,622 388,657
Total assets 770,232 632,742 604,720
Equity and liabilities
Equity 486,493 442,958 460,956
Deferred tax liabilities 41,634 34,247 40,011
Other non-current liabilities 39,405 45,334 40,889
Due to credit institutions 125,000
Accounts payable 28,696 37,634 15,480
Other current liabilities 49,004 72,569 47,385
Total equity and liabilities 770,232 632,742 604,720

CONSOLIDATED STATEMENT OF CHANGES IN EQUITY

CONDENSED

SEK thousands January-March
2010
January-March
2009
Full-year
2009
Opening balance 460,956 413,803 413,803
New share issues 2,996
Dividend –37,589
Total comprehensive income for the period 25,537 29,155 81,746
Closing balance 486,493 442,958 460,956

CONSOLIDATED STATEMENT OF CASH FLOWS

CONDENSED
SEK thousands January-March
2010
January-March
2009
Full-year
2009
Cash flow from operating activities
Before change in working capital 28,347 34,667 69,246
Change in working capital –31,109 –21,837 24,873
Cash flow from operating activities –2,762 12,830 94,119
Investments in intangible non-current assets –572 –3,160
Investments in tangible non-current assets –1,492 –1,501 –1,380
Company acquisition –9,096
Cash flow from investing activities –11,160 –1,501 –4,540
Dividend –37,589
Incentive programs/new share issues 2,996
Change in loans 125,000
Cash flow from financing activities 125,000 –34,593
Cash flow for the period 111,077 11,329 54,986
Cash & cash equivalents at beginning of period 296,484 241,498 241,498
Cash & cash equivalents at end of period 407,561 252,827 296,484

KEY FIGURES

GROUP
SEK thousands January-March
2010
January-March
2009
April 2009-
March 2010
Full-year
2009
Gross profit margin, % 51.6 49.3 52.0 51.3
Operating margin, % 24.3 22.8 22.1 21.7
Profit margin, % 23.9 23.8 21.4 21.5
Return on capital employed, % 18.3 29.1 18.3 20.9
Return on average equity, % 16.6 24.9 16.6 18.5
Profit attributable to Parent Company's shareholders 25,782 28,897 77,080 80,867
Earnings per share, SEK 1.03 1.15 3.07 3.22
Earnings per share after dilution, SEK 1.01 1.15 3.07 3.21
Number of shares 25,148,384 25,059,184 25,148,384 25,148,384
Weighted average number of shares 25,148,384 25,059,184 25,133,517 25,111,217
Effect of dilution 377,505 19,470 118,910
Weighted average number of shares after dilution 25,525,889 25,078,654 25,133,517 25,230,128
Equity/assets ratio, % 63.2 70.0 63.9 76.2
Equity per share, SEK 19.34 17.68 19.36 18.33
Investments in intangible non-current assets 572 3 732 3 160
Investments in tangible non-current assets 1,492 1,501 1,371 1,380
Investments in financial non-current assets 9,096 9,096
Depreciation and impairment losses for the period –2,098 –1,975 –7,147 –7,024
Average number of employees 91 91 92 92

SUMMARY BY SEGMENT

GROUP
SEK thousands January-March
2010
January-March
2009
April 2009-
March 2010
Full-year
2009
Operating revenue
Brand and other
External sales 15,081 19,689 50,330 54,936
Internal sales 20,727 24,087 79,979 83,341
35,808 43,776 130,309 138,277
Product development
External sales 74,953 81,712 250,631 257,391
Internal sales 16,504 28,230 70,063 81,788
91,457 109,942 320,694 339,179
Wholesale
External sales 48,117 51,386 149,834 153,102
Internal sales 12,023 8,035 44,701 40,713
60,140 59,421 194,535 193,815
Retail
External sales 10,227 11,887 52,825 54,485
Internal sales 6 6
10,227 11,887 52,831 54,491
Less internal sales –49,253 –60,352 –194,749 –205,847
Operating revenue 148,379 164,674 503,620 519,915
Operating profit
Brand and other 12,710 17,275 39,378 43,942
Product development 17,628 18,719 49,893 50,984
Wholesale 7,809 2,461 14,983 9,635
Retail –2,110 –873 6,794 8,032
Operating profit 36,037 37,582 111,048 112,594

QUARTERLY DATA

GROUP

SEK thousands Q1
2010
Q4
2009
Q3
2009
Q2
2009
Q1
2009
Q4
2008
Q3
2008
Q2
2008
Net sales 148,379 102,247 155,162 97,832 164,674 131,233 160,762 95,813
Gross profit margin, % 51.6 55.7 50.8 50.9 49.3 54.1 54.1 55.9
Operating profit 36,037 19,427 43,454 12,131 37,582 26,049 49,688 16,493
Operating margin, % 24.3 19.0 28.0 12.4 22.8 19.8 30.9 17.2
Profit after financial items 35,429 19,712 40,830 11,871 39,245 28,693 52,277 16,594
Profit margin, % 23.9 19.3 26.3 12.1 23.8 21.9 32.5 17.3
Earnings per share, SEK 1.03 0.54 1.20 0.34 1.15 0.91 1.50 0.48
Earnings per share after dilution, SEK 1.01 0.53 1.19 0.33 1.15 0.91 1.50 0.48
Number of Björn Borg stores at end of period 46 46 45 43 44 44 41 39
of which Björn Borg-owned stores 10 10 10 10 11 11 11 10
Brand sales 460,456 422,121 566,423 385,637 602,,183 475,806 562,835 381,246

PARENT COMPANY INCOME STATEMENT

SEK thousands January-March
2010
January-March
2009
April 2009-
March 2010
Full-year
2009
Net sales 12,019 13,976 45,651 47,608
Cost of goods sold –34 –1,405 –1,036 –2,407
Gross profit 11,985 12,571 44,615 45,201
Distribution expenses –9,537 –10,810 –39,553 –40,826
Administrative expenses –3,668 –4,158 –15,213 –15,702
Development expenses –1,467 –1,663 –6,085 –6,281
Operating profit/loss –2,687 –4,060 –16,236 –17,608
Dividend from subsidiary 100,000
Net financial items 513 –44 2,532 1,975
Profit/loss before tax –2,174 –4,104 –13,704 84,367
Tax 572 1,080 3,508 4,017
Profit/loss for the period –1,602 –3,024 –10,196 88,383
Other comprehensive income
Total comprehensive income for the period –1,602 –3,024 –10,196 88,383

PARENT COMPANY BALANCE SHEET

CONDENSED
SEK thousands March 31
2010
March 31
2009
December 31
2009
Non-current assets
Intangible non-current assets 1,784 1,694
Tangible non-current assets 4,071 5,981 4,238
Shares in Group companies 316,635 54,497 54,497
Total non-current assets 322,490 60,478 60,428
Current assets
Receivables from Group companies 83,782 31,949 88,903
Current receivables 7,658 8,654 5,703
Cash & cash equivalents 125,481 176,777 287,657
Total current assets 216,921 217,380 382,263
Total assets 539,411 277,858 442,691
Equity and liabilities
Equity 213,136 146,757 214,738
Untaxed reserves 7,359 7,359 7,359
Due to credit institutions 125,000
Due to Group companies 179,320 102,027 207,835
Accounts payable 4,298 8,030 1,840
Other current liabilities 10,298 13,685 10,919
Total equity and liabilities 539,411 277,858 442,691

PARENT COMPANY STATEMENT OF CHANGES IN EQUITY

CONDENSED

SEK thousands January-March
2010
January-March
2009
Full-year
2009
Opening balance 214,738 149,782 149,782
New share issues 2,966
Dividend –37,589
Group contributions 15,191
Tax effect of Group contributions –3,995
Total comprehensive income for the period –1,602 –3,024 88,383
Closing balance 213,126 146,758 214,738

DEFINITIONS

Gross profit margin Net sales less cost of goods sold divided by net sales.

Operating margin

Operating profit as a percentage of net sales.

Profit margin Profit before tax as a percentage of net sales.

Equity/assets ratio Equity as a percentage of total assets.

Return on capital employed

Profit after financial items (on a rolling 12-month period) plus financial expenses as a percentage of average capital employed.

Return on equity

Net profit according to the income statement (on a rolling 12-month period) as a percentage of average equity. Average equity is calculated by adding equity at January 1 to equity at December 31 and dividing by two.

Earnings per share

Earnings per share in relation to the weighted average number of shares during the period.

Earnings per share after dilution

Earnings per share adjusted for any dilution effect.

Brand sales

Estimated total sales of Björn Borg products at the consumer level, excluding VAT, based on reported wholesale sales.

The Board of Directors and the President certify that the interim report provides a true and fair overview of the operations, financial position and results of the Parent Company and the Group and describes the material risks and uncertainties faced by the Parent Company and the companies in the Group.

Stockholm, May 6, 2010

Fredrik Lövstedt Chairman

Nils Vinberg Vice Chairman

Monika Elling Board Member

Kerstin Hessius Board Member

Fabian Månsson Board Member

Mats H Nilsson Board Member Vilhelm Schottenius Board Member

Michael Storåkers

Board Member

Arthur Engel President and CEO

ABOUT THE BJÖRN BORG GROUP

The Group owns the Björn Borg trademark and has operations in five product areas: clothing, footwear, bags, eyewear and fragrances. Björn Borg products are sold in fifteen markets, of which Sweden and the Netherlands are the largest. Operations are managed through a network of product and distribution companies which are either part of the Group or are independent companies with licenses for product areas and geographical markets. The Björn Borg Group has operations at every level from branding to consumer sales through its own Björn Borg stores. Total sales of Björn Borg products in 2009 amounted to approximately SEK 2 billion at the consumer level, excluding VAT. Group net sales amounted to SEK 520 million in 2009, with 92 employees at year-end. The Björn Borg share is listed on NASDAQ OMX Nordic, Mid Cap list, since May 7, 2007.

Upcoming information dates

The interim report January–June 2010 will be released on August 19, 2010. The interim report January–September 2010 will be released on November 11, 2010. The year-end report for 2010 will be released on February 10, 2011.

For further information, please contact: Arthur Engel, President and CEO, telephone +46 8 506 33 700 Johan Mark, CFO, telephone +46 8 506 33 700

Björn Borg AB Götgatan 78 SE-118 30 Stockholm, Sweden www.bjornborg.com

Björn Borg is required to make public the information in this report in accordance with the Securities Market Act. The information was released for publication on May 6, 2010 at 7:30 a.m. (CET).

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