INTERIM REPORT FOR THE FIRST HALF-YEAR JANUARY - JUNE 2009

INTERIM REPORT FOR THE FIRST HALF-YEAR JANUARY - JUNE 2009

April 1 - June 30, 2009

• Brand sales (excluding VAT) increased by 1 percent to SEK 386 million (382).
• The Group's net sales increased by 2 percent to SEK 97.8 million (95.8).
• The gross profit margin decreased to 50.9 percent (55.9).
• Operating profit decreased to SEK 12.1 million (16.5).
• Profit after tax decreased to SEK 8.4 million (12.0).
• Earnings per share decreased to SEK 0.34 (0.48). Fully diluted earnings per
share amounted to SEK 0.33 (0.48).

January 1 - June 30, 2009

• Brand sales (excluding VAT) increased by 6 percent to SEK 988 million (932).
• The Group's net sales increased by 12 percent to SEK 262.5 million (234.6).
• The gross profit margin decreased to 49.9 percent (53.5).
• Operating profit decreased to SEK 49.7 million (53.0).
• Profit after tax decreased to SEK 37.3 million (38.8).
• Earnings per share decreased to SEK 1.49 (1.55). Fully diluted earnings per
share amounted to SEK 1.49 (1.54).

After the conclusion of the period
• In August an agreement was signed with a new distributor for the German
market.
• The distribution agreement in England has been terminated effective August 19,
2009 and extends for an additional two years.

Comment from the President
“The Björn Borg brand continues to develop stably. The lower result of the
quarter is affected by further investments in the U.S market. At the same time
we are maintaining good control of our overall costs despite staying on the
offensive. During the quarter we implemented changes in line with Björn Borg's
new strategy, which places a greater focus on underwear. We are adapting the
organization and, among other things, have recruited a creative director. We are
also continuing to evaluate our partners and have recently signed a new
distribution agreement for Germany,” says President Arthur Engel.



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 August 20, 2009 at 7:30 a.m. (CET).

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 2008 amounted to approximately SEK
2 billion at the consumer level. Group net sales amounted to SEK 527 million in
2008, with 88 employees at year-end. The Björn Borg share is listed on NASDAQ
OMX Nordic, Mid Cap list, since May 7, 2007.