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.

Whether you’re unwrapping presents or lounging by the fireplace, make this upcoming holiday season extra cosy. And yes, we’re talking about the hoodie.

#bjornborg #TrainToLive
Embrace the influence of movement this Xmas season, to uplift your mind, nourish your soul and empower your body.

#bjornborg #TrainToLive
This is who we are. This is our kind of sales meeting. Pushing ourselves to be the best versions of ourselves.

Shoutout to @homagesthlm and @biggyfilm 🖤

#bjornborg #TrainToLive
Presenting iconic Xmas presents since 1989. New seasonal prints now available.

#bjornborg #TrainToLive
Tennis in paradise.

#bjornborg #TrainToLive
More BTS from Åre shooting our latest XMAS Collection.

#bjornborg #TrainToLive
Tennis court at Grand Hotel Tremezzo, Italy.

#bjornborg #TrainToLive
Behind the scenes from XMAS23 Collection photo shoot in Åre earlier this year.

#bjornborg #TrainToLive
Running in California with @klaravilda.

#bjornborg #TrainToLive
Are you empowering yourself becoming the best version of yourself today?

#bjornborg #TrainToLive
Two essentials for high intensity training, the slightly lighter Borg Athletic T-shirt and our long time classic Borg T-shirt. Both made with recycled and sustainably sourced materials. For you to look good, and feel good while becoming the best version of yourself.

#bjornborg #TrainToLive
The Gift of Wellbeing. This season, embrace the power of sports to transform your mind, soul and body. Join us in inspiring each other to be more and the best version of ourselves.
We introduce XMAS23 Collection - now live at bjornborg.com.

#bjornborg #TrainToLive
Become the best version of yourself.

#bjornborg #TrainToLive
Sthlm Graphic T-shirt. Available in three colors.

#bjornborg #TrainToLive