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, who 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. Underwear, Sports Apparel and bags External distribution Sweden, Finland, the Netherlands, Belgium, Germany and Denmark Björn Borg stores E-commerce Other retailers Product development Distribution Retail Brand Björn Borg – a service organization

Licensed products

Footwear, eyewear, other Franchise Björn Borg stores Group companies and units that generate revenue and earnings. Licensees, external distributors and franchised Björn Borg stores whose sales generate royalties or other revenue for Björn Borg.

Companies outside the network

Through the business model with a network of its own units and independent partners, Björn Borg is able with a relatively small organization and with limited financial investments and risks, to be involved in key links of the value chain and develop the brand internationally. The part of the business model which 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 respective markets. This model, which combines in-house operations with independent partners, generates substantial consumer sales with limited risk and investment for Björn Borg.

Just a little bit of humble-bragging.

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Sports Hour @janicechantel.

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Now available: perfect gifts. Explore XMAS at bjornborg.com.

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In early November we gathered all our teams across Europe for our Björn Borg Global Brand Summit - including two days of presentations and adventures. And yes, it's our Head Coach (CEO) screaming "WE ARE LIVE" in the beginning.
We don't live to train, we #TrainToLive.

Thank you @homagesthlm and everyone involved.

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At Björn Borg, we train to live, and we live to inspire people to become the best version of themselves. To become the best version of yourself you need goals. Here’s a few “green” ones among our colleagues for 2022. 

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Sports Hour @madiekeee. P.S. you don’t necessarily need sand dunes to get the workout done.

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DNA.

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For both him and her. Find your new favourite at bjornborg.com.

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3 quick tips to take care of your Björn Borgs.

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Sports Hour. Let’s get it. @alicestenlof

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AW22 for him. Find your new favourite piece for any active occasion.

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@janicechantel in Seamless Rib Tights and Performance Low Seamless Bra.

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Heritage.

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Remember Father’s Day - follow the link in stories to our Underwear Guide to find the perfect gift.

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Looking for early Christmas presents? Check out our Gift Guide at bjornborg.com.

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