Business model

The Group’s stable profitability and the successful positioning of the Björn Borg brand largely originate from the business model, which facilitates a geographical and product expansion with limited operational risk and capital investment.

Björn Borg’s business model utilizes the Group’s own companies as well as a network of external distributors and licensees, which on the basis of a license from Björn Borg manage a product area and/or a geographical market. The network also includes Björn Borg stores operated either by the Group or by external distributors or franchisees. Björn Borg owns strategically important operations at every level of the value chain, from product development to distribution and retail sales.

Through the business model with a network of its own units and independent partners, Björn Borg can be involved in key links of the value chain and develop the brand internationally with a compact organization and limited financial investment and risks. The part of the business model that relies on external partners is relatively capital efficient for the company, since the external licensees and distributors in the network are responsible for marketing, including investments and inventory in their markets. This model, which combines in-house operations with independent partners, generates substantial consumer sales with limited risk and investment for Björn Borg.

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.