Sales in the company's own e-commerce and through e-tailers totaled SEK 127.5 million during the quarter, an increase of 11.9 percent. Looking solely at the company's own e-commerce, net sales increased by 2.4 percent to SEK 52.5 million. The development of the own channel thus did not meet the company's internal goals.
We also see that our own e-commerce is developing slightly weaker than planned, says Henrik Bunge.
Operating profit for the own e-commerce segment amounted to SEK 7.6 million, a decrease from last year's SEK 9.3 million.
Online Category Development
Sales of underwear in the own e-commerce decreased by 11 percent during the quarter. Sportswear, on the other hand, continued to grow within the channel with an increase of 12 percent. The categories bags and shoes also showed growth in the own e-commerce with increases of 16 and 10 percent respectively.
Strong Sales via E-tailers
E-tailers, which comprise actors that primarily sell online and are reported within Björn Borg's wholesale business, increased their sales by 20 percent to SEK 75 million. This increase was driven by sales in the German market.
Domestically, it was the company's own online channel that drove the growth.
In Sweden, we see growth of 3 percent, mainly driven by our own e-commerce which is growing by 19 percent, comments Henrik Bunge.