The business model
Efficient, Scalable, and Globally Connected
A foundation for stable profitability
Our business model is designed to ensure stable profitability and successful brand positioning with minimal operational risk and capital investment. By leveraging a mix of in-house operations and external partnerships, we efficiently manage and expand our product lines and geographical reach.
Our 5 operations
Wholesale
Wholesale involves selling Björn Borg products in bulk to various retailers who then sell these items to their customers. This allows the brand to reach a wide audience without directly managing numerous retail outlets.
325,253 TSEK in January-June 2024
Own ecommerce
E-commerce refers to selling Björn Borg products directly to consumers through the brand’s own online platform. This channel offers convenience to customers by allowing them to shop from anywhere at any time and often provides access to a wider range of products.
81,405 TSEK in January-June 2024
Own stores
Own Stores are retail outlets directly owned and operated by Björn Borg. These stores provide a controlled environment to showcase the brand’s full product range, deliver a consistent brand experience, and directly interact with customers.
50,682 TSEK in January-June 2024
Distributors
Distributors are external partners who help Björn Borg extend its reach by selling its products in various markets where the brand does not have a direct presence. Distributors are typically responsible for managing the sales and logistics in their designated areas.
22,561 TSEK in January-June 2024
Licencing
Licensing allows Björn Borg to expand its brand into new product categories or markets without directly managing manufacturing and distribution. In this model, external partners produce and sell products under the Björn Borg brand in exchange for a fee or royalties.
1,701 TSEK in January-June 2024
Our growth strategy
1.
Expanding through licensing and franchises
Our portfolio includes licensed products such as footwear and eyewear, expanding our reach through franchise Björn Borg stores. These partnerships allow us to generate royalties and revenues without direct inventory and marketing investments, showcasing a capital-efficient aspect of our model.
2.
Leveraging Partnerships for International Growth
Our portfolio includes licensed products such as footwear and eyewear, expanding our reach through franchise Björn Borg stores. These partnerships allow us to generate royalties and revenues without direct inventory and marketing investments, showcasing a capital-efficient aspect of our model.
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