Björn Borg Q2 2026 sales decline ends 25-quarter growth streak

Swedish apparel company Björn Borg AB reported a sales decline in the second quarter of 2026, ending a 25-quarter streak of uninterrupted revenue growth.

The company, known for its sportswear and underwear brands, disclosed the revenue decrease in its Q2 2026 earnings call on Tuesday. Financial details, including the magnitude of the decline and year-over-year comparisons, were not disclosed in the transcript.

Björn Borg had maintained consistent sales growth since Q1 2020, a period spanning more than six years. The streak reflected strong brand performance and market expansion, particularly in Europe and Asia. Analysts had previously highlighted the company’s resilience amid shifting consumer trends and competitive pressures in the apparel sector.

The company did not provide an immediate explanation for the reversal in its growth trajectory. Investors are expected to seek further clarity on the factors behind the decline during the earnings call follow-up and subsequent financial disclosures.

Björn Borg AB, listed on the Nasdaq Stockholm exchange, will publish its full Q2 2026 financial report on August 14, 2026.