Besides being a key component for sales and profitability, Björn Borg stores are important to the brand’s exposure and marketing and a valuable channel for direct contact with the consumer.
Björn Borg continuously evaluates its retail presence to find an optimal mix of Björn Borg stores – its own and externally owned – in both established and new markets. The Group’s own stores, along with e-commerce, are expected to continue to play a central role in Björn Borg’s business model in new as well as more mature markets.
| Björn Borg Stores as of December 31, 2020 | ||
| Group-owned | Franchises | |
| Sweden | 7 | – |
| Netherlands | 10 | – |
| Belgium | 3 | – |
| Finland | 9 | – |
| Norway | – | 3 |
| Total | 29 | 3 |
