E-commerce

E-commerce enables Björn Borg as a brand to showcase the breadth of its product range, which makes it a directly measurable channel to spot the latest consumer trends. The sports apparel line again grew in weight in 2020, although underwear still accounts for a majority of sales. Björn Borg’s own e-commerce sales rose during the year, and it still sees good growth opportunities. Looking ahead it will remain a priority sales channel.

E-tail continues to grow in both Björn Borg’s own markets and markets where distribution is managed by external partners. Total sales from Björn Borg’s own e-commerce and e-tailers amounted to SEK 228 million (195) during the year. Björn Borg will maintain a strong focus on e-tailers and virtual marketplaces going forward.

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.

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

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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 🖤

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

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Tennis in paradise.

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More BTS from Åre shooting our latest XMAS Collection.

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Tennis court at Grand Hotel Tremezzo, Italy.

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

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Running in California with @klaravilda.

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Are you empowering yourself becoming the best version of yourself today?

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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.

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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.

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Become the best version of yourself.

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Sthlm Graphic T-shirt. Available in three colors.

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