Geographical markets

The brand was launched on the Norwegian market in the early 1990s. Norway today accounts for 8 percent of total sales. The products are sold by approximately 642 retailers around the country. All product groups are represented in Norway. Sales on the Norwegian market showed an increase of 1 percent compared to the previous year.

Björn Borg was established in England in 2006 through a launch at the Selfridges department store in London. In 2011, Björn Borg started its own operations together with a local partner after collaboration with the previous distributor was terminated. Distribution has since been broadened to include several other well-known retailers such as Harrods, John Lewis and House of Fraser, while more categories have been added, such as sports apparel. In addition to external retailers, Björn Borg had its own factory outlet in England until September 2020, after which the store was closed. Since 2021, the English operations are no longer an integrated part of the Björn Borg Group but are run by an external distributor. Sales in England showed a decrease in 2025 of 32 percent and accounted for 1 percent of total sales.

Sales decreased in many other smaller markets, and total sales decreased by 7 percent. Björn Borg has chosen to focus its efforts more of those markets it considers to be its key markets, i.e., Northern Europe.