Product areas
Vision, business concept, goals and strategy
Diverse product offerings
At Björn Borg, our passion for sports and fashion drives us to create apparel that’s as functional as it is fashionable. From the court to the streets, our diverse product lines are designed to support your best performance without compromising on style.
Our product areas
Underwear
Björn Borg's largest product category is underwear, offering models for men, women, and children.
Share of total sales in 2023: 55%
Sports Apparel
Björn Borg offers clothing collections for both women and men, mainly fashionable performance apparel in vibrant patterns. The product range comprises two main categories: Performance and Sportswear.
Share of total sales in 2023: 21%
Footwear
As of 2024 Footwear is an integrated part of the Björn Borg business operations and the company offers a range of casual and sporty designer shoes for men and women – sold by independent retailers, footwear and sporting goods chains, department stores, major e-tailers, Björn Borg stores and online at www.bjornborg.com
Share of total sales in 2023: 8%
Other Products
Bags is the largest category of other products, while eyewear is managed by a license partner.
Share of total sales in 2023: 16%
Underwear
Sales per market in 2023
Yearly sales development(MSEK)
Underwear products
Björn Borg offers a diverse range of underwear for men, women, and children. This includes trendy and classic styles featuring bold prints and vibrant colors. The collection is expanded with loungewear such as sleepwear and socks, alongside a specialized line of performance underwear and various bra models.
How is this sold?
Björn Borg offers a diverse range of underwear for men, women, and children. This includes trendy and classic styles featuring bold prints and vibrant colors. The collection is expanded with loungewear such as sleepwear and socks, alongside a specialized line of performance underwear and various bra models.
Sales
Björn Borg offers a diverse range of underwear for men, women, and children. This includes trendy and classic styles featuring bold prints and vibrant colors. The collection is expanded with loungewear such as sleepwear and socks, alongside a specialized line of performance underwear and various bra models.
Sportswear
Sales per market in 2023
Yearly sales development(MSEK)
Sportswear products
Björn Borg offers a comprehensive clothing line for women, men, and juniors, primarily focusing on training apparel that combines functionality with stylish design elements. The collection is categorized into four main areas: Leisure, Training, Tennis/Padel, and Running.
How is this sold?
The sports apparel is available across 14 international markets. It is sold through sports-specific retailers and chains, department stores, Björn Borg branded stores, and online through the company’s e-commerce platform.
Sales
Product development for sports apparel is managed internally by the Björn Borg Group. In 2023, sales of sports apparel rose to SEK 192 million, up from SEK 166 million, representing 21% of the total sales. Notably, markets such as Sweden, the Netherlands, and Denmark experienced growth, with Sweden seeing a significant increase. Conversely, sales in Germany, Finland, Belgium, and Norway declined, and smaller markets collectively saw a 45% decrease from the previous year.
Other apparel
Footwear
Footwear products
Björn Borg offers a stylish selection of casual and sporty footwear for men and women.
How is this sold?
These products are sold through various channels including independent retailers, footwear and sporting goods chains, department stores, major e-tailers, Björn Borg stores, and online at bjornborg.com.
Market reach
Footwear is available in about twenty European markets, with Sweden, the Netherlands, Finland, and Belgium as the largest. The focus is on growth primarily in Northern Europe.
Bags
Bag products
This category includes fashion-forward items like gym bags, backpacks, duffle bags, wallets, gloves, and belts.
How is this sold?
Products are available at luggage and sporting goods shops, retail chains, department stores, shop-in-shops, Björn Borg stores, and through e-commerce platforms.
Primary markets
The main focus is on established markets in Northern Europe.
Eyewear
Eyewear products
Björn Borg offers trendy eyewear frames and sunglasses.
How is this sold?
Frames are distributed to opticians through the licensee’s distribution network, while sunglasses are available at fashion boutiques, department stores, and Björn Borg stores.
Learn about Björn Borg
Get regular updates about Björn Borg
To subscribe to our Investor Relations newsletter, containing regular updates about developments in the business as well as quarterly reporting, please fill in the form below.
Continue reading
