Björn Borg stores

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.

Centre colour of the season - oil green.
This summer - enjoy a walk in nature, go for a swim, get together with your friends for an outdoor training session and finish it off by firing up the barbecue.

Get ready - a new season starts now.
For us, it’s not about running faster or lifting heavier, but to cope with the challenges we are facing, in life and in the world.⁠⁠ We #TrainToLive.
@sillestaunstrup: "Training means a lot to me these days. It helps me become the best version of myself, and also keeps me happier and stronger."
Weekend wear.
New in - Original briefs.
First swim of the year.
Perfecting underwear since 1989.
"I wanna achieve the best version of myself - that's why I #TrainToLive." @sigridbjorn
@martinhanssons spends his weekend in Centre.
Perfecting underwear since 1989.
Crafted from high-quality premium cotton and with an unrivalled fit, our Core underwear is a true icon.