Geographical markets
Our largest markets
Sweden
35% of total sales
Established presence Early 1990s
Sales channels
1,284 retailers
5 Björn Borg stores
E-commerce
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2023 update: The Björn Borg brand was registered in Sweden in 1989 and was established during the first half of the 1990s on the Swedish fashion market. The first Björn Borg store was opened in Stockholm in 1994. Today, Sweden accounts for 35 percent of total sales. Björn Borg products are sold through approximately 1,284 retailers around the country, through own retail sales in five Björn Borg stores, two of which are factory outlet stores, and via own e-commerce. Björn Borg today has a wide distribution on the Swedish market and the brand is represented with all product groups. Further broadening at the retailer level takes place selectively with existing and new product categories such as sportswear and performance wear. Sales showed an increase in 2023 of 9 percent compared to the previous year.
Netherlands
23% of total sales
Established presence: 2017
Sales channels
582 retailers
5 Björn Borg stores
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2023 update: Björn Borg AB has owned the former external distributor in the Benelux since January 2017. The acquisition of the Benelux business was an important step in accelerating the vertical integration of Björn Borg’s business and was in line with the strategy to get closer to consumers and retailers in Björn Borg’s main markets. In 2023, the Netherlands was the second largest market for the Björn Borg brand with 23 percent of total sales. Operations in the country started in 1993 and the brand quickly established a position in the Dutch market with growing volumes and a wide presence. Björn Borg products are sold today through approximately 582 retailers and five Björn Borg stores. Björn Borg products in all product areas are available for sale on the Dutch market. Sales in the Netherlands increased during the year by16 percent.
Finland
13% of total sales
Established presence mid 1990s
Sales channels
620 external retailers
5 Björn Borg stores
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2023 update: The brand was established in Finland in the second half of the 1990s. It has developed strongly in recent years and today accounts for approximately 13percent of total sales, and is thus Björn Borg’s third Geographical markets largest market. Underwear is the dominant product area, but footwear, sportswear and bags are also available for sale. Distribution is mainly through external retailers, approximately 662, but there are also five Björn Borg stores in Finland, three of which are factory outlet stores. Sales in Finland was on par with last year.
Smaller markets
Germany
2023 update: Björn Borg was launched in Germany in spring 2016 and has shown rapid growth. Germany is today Björn Borg’s fourth-largest market, accounting for 10 percent of total sales. Underwear dominates the German market, and all product areas are available for sale. Björn Borg products are sold via approximately 24 external retailers, as there are currently no Björn Borg stores in the country. Sales in the German market decreased by 9 percent compared to 2022.
Norway
2023 update: The brand was launched in the Norwegian market in the early 1990s. Norway today accounts for 4 percent of total sales. The products are sold by approximately 722 retailers across the country and in one Björn Borg franchise store. All product groups are represented in Norway. Sales in the Norwegian market showed an increase of 14 percent compared to the previous year.
Belgium
2023 update: Björn Borg was launched in Belgium in the second half of the 1990s. Belgium is today Björn Borg’s sixth-largest market, with 4 percent of total sales. Underwear dominates the Belgian market, but all product areas are available for sale. Björn Borg products are sold via approximately 188 retailers and two Björn Borg stores. Sales in the Belgian market increased by 4 percent compared to 2022.
Denmark
2023 update: Björn Borg was launched in Denmark in 1992, and Denmark today accounts for 3 percent of total sales. Since 2021, the Danish operation has been an integrated part of the Björn Borg Group. In the Danish market, Björn Borg products are sold only via external retailers, approximately 440, as there are currently no Björn Borg stores in the country. In Denmark, the brand is represented in all product areas, and in 2023, sales showed an increase of 9 percent compared to 2022.
England
2023 update: Björn Borg was established in England in 2006 through a launch at the Selfridges department store in London. In 2011, Björn Borg began its own operations in collaboration with a local partner after terminating its relationship with the previous distributor. 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 2023 of 32 percent and accounted for 2 percent of total sales.
Rest of the world
2023 update: Sales increased in many other smaller markets, and total sales increased by 10 percent. Björn Borg has chosen to focus its efforts more on those markets it considers to be its key markets, i.e., Northern Europe.
Core strategy shift
Market expansion and growth
In 2023, Björn Borg strategically targeted growth in Northern Europe, successfully expanding our reach. Our approach combines a deep understanding of local market dynamics with a global strategy that adapts to regional needs.
Challenges and opportunities
While our presence in Sweden and the Netherlands has grown sharply, we faced challenges in markets like Germany, Finland, Belgium, and Norway, where sales have decreased. We’re actively working on strategies to rejuvenate our approach in these areas and capture new opportunities
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