Distribution

Wholesale operations and product distribution to retailers are managed by external distributors with the right to -market and resell Björn Borg products in one or more geographical markets, but also through the company’s own distribution primarily in Sweden, Finland, the Netherlands, Belgium, Germany and England.

Björn Borg’s partners in the network are established players with experience in underwear or fast-moving consumer goods rather than fashion, and have an extensive distribution network in their local market with the resources for long-term investments. In new markets, each distributor is evaluated on the basis of opportunities, marketing capabilities and penetration during an initial two-year trial period, after which a decision is made how to further develop the market.

OWN DISTRIBUTION

To a growing degree distribution is managed through companies within the Group. In the main areas of underwear and sports and performance apparel, Björn Borg is responsible for distribution in Sweden, England, the Netherlands, Belgium, Germany and Finland with its own sales organizations in these markets. Distribution of footwear in Sweden, Finland and the Baltic countries is also managed by the Group.

COOPERATION WITH EXTERNAL DISTRIBUTORS

Distributors sell and distribute the products to retailers by building the brand in their markets through their sales organizations. They are responsible for sourcing, sales support, inventory, regional marketing, media planning and training. Björn Borg provides support and guidelines in the form of joint marketing and PR campaigns, among other things.

In their agreements, distributors commit to specific sales and investment targets in their markets. If a distributor cannot fulfill the requirements, Björn Borg normally can terminate the agreement. The challenge for distributors, in the face of tight competition, is to establish and maintain their position as a supplier to chains, department stores and individual retailers. Success requires a high level of service for retailers in the form of fast replenishment, attractive promotional materials and effective marketing. The ability to drive sell-through in this way is critical.

Marketing and sales feedback from distributors to Björn Borg and the licensees is important in order to continuously develop and adapt the collections and marketing activities. Several times a year Björn Borg brings together all its distributors for sales meetings, where new collections and marketing campaigns are shown and strategies and planning are discussed. The performance of each market is evaluated as well. This close cooperation in the network is important to the successful expansion of the brand.

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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