The business model
Efficient, Scalable, and Globally Connected
Our business model
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.
Brand
Product development
Distribution
Retail
Björn Borg - a service organization
Underwear, sports apparel, footwear and bags
Sweden, the Netherlands, Finland, Belgium, Germany and Denmark
Björn Borg stores
E-commerce
External distribution
Franchise Björn Borg stores
Licensed products: eyewear and other
Other retailers
Group companies and units that generate revenue and earnings.
Licensees, external distributors and franchised Björn Borg stores whose sales generate royalties or other revenue for Björn Borg.
Companies outside the network.
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.
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.
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.
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.
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.
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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