The Björn Borg stores are important to the brand’s exposure, marketing and direct contacts with consumers. At the same time they are a valuable source of sales. Concept development continued in 2015. The latest concept, which is used at the new Mall of Scandinavia in Stockholm, among other locations, is called “Cube Concept” and will be applied in all new stores.
Björn Borg continuously evaluates its retail presence to find an optimal number of Björn Borg stores– its own and externally owned – in established as well as new markets. The idea is that the Group’s own stores, together with e-commerce, will continue to play a central role in Björn Borg’s business model in new and more mature markets.